Mobile to ZTE Indicators: open channels to account for 70%

The ZTE mobile phone business, which is a duck in the field of operator customization, is now making a big effort to do something it is not good at ——— open channel expansion.　　ZTE hopes that consumers not only in the mobile, telecommunications and Unicom's business hall to see the "ZTE" brand of mobile phones and Internet cards, including in the region, the Dragon Canton, Suning, gome such channels, but also to make "ZTE" everywhere. This kind of impetus is not only from ZTE's internal "brand of terminal" considerations, but also from the operator's request. ZTE Mobile Phone system deputy general Manager, TD product line general Manager Luozhongshen revealed to this newspaper, China Mobile has given ZTE under the index ——— public sales ratio to reach 70%, and the China Mobile channel only accounted for 30%. Objectively speaking, we are under a lot of pressure to reach this ratio, so we are speeding up the progress. "Open the second battlefield," Guess, ZTE Mobile phone 2009 years of sales volume?　　The answer is, part 61.07 million. This is an astonishing number.　　4 years ago, ZTE's mobile phone sales in the year only 16 million, to 2007 growth of 31.06 million, 2008 reached 45 million, 2009 up to 61.07 million, the annual growth rate of more than 30%. A firm operator-tailored route is the most important reason for the growth of ZTE's handset sales.　　But now, ZTE is turning to devote a lot of energy and resources to opening up the "second Battlefield". "It turns out that we have less to see our brand, but now it's different." We are in the brand building and channel construction will be accelerated, more and more in-depth cooperation with the channel.　　Luozhongshen said that this year, ZTE has strengthened its cooperation with the Protec Communications, the two major channel operators, while the audio and Chinese mail will be distributed to Suning, Gome and other channels.　　It was revealed that, in addition to the tone and the Chinese Postal Alliance, ZTE and the other two agents reached a cooperation agreement, "in the future and more multi-channel business to further cooperation."　　From "insist that the operator does not relax", to "two legs", this transition comes first from the operator demand, especially China Mobile. "Mobile think, in the 2G era, the success of G SM is to a large extent with the channel to work together to achieve, 3G to be successful, but also must and channel strong cooperation."　　Luozhongshen said. Guangdong as an example, from the beginning of last year, Guangdong Mobile and Suning Alliance, mobile phone "to old for new" each subsidy 100 yuan, 50 new mobile phone scale start, 3G subsidy per Taiwan up to 1800 yuan ...　　Suning Guangzhou general manager Gu Wei said, with China Mobile Joint Force 3G Market, will promote 3G mobile phone prices down 10%-20%, the price range of 300 yuan ~1000 yuan.　　But in some channels, mobile 3G in the network coverage has yet to be strengthened, terminal cost-effective also need to upgrade, 3G and no 2G as enthusiastic ——— and mobile need its 3G mobile phone everywhere, and not just waiting in the business hall to wait for customers. It also helps to understand why mobile phones are constantly urging manufacturers to speed up channel clothPoint。 Luozhongshen revealed that the mobile demand for ZTE is open channel sales to reach 70%, mobile channels accounted for 30%. "ZTE a TD mobile phone U 230 in the open channel to sell well, the proportion of sales accounted for more than 40%, and now still rising." Our U 500, in the Dragon Canton Sales is also very good. "ZTE's next stop. In fact, as early as 2004, ZTE tried to exert open channels. "In the 2004 and 2005, we have our own channel team, as in the past, like the waveguide, TCL, ZTE has more than 6,000 promotional staff."　　"At that time, Luozhongshen said, the traditional mode of cooperation between ZTE and Channel merchants was adopted," in which ZTE invested too much, combined with inexperience, and Taibaodalan had to contract.　　Mobile to ZTE Indicators: open channels to account for several years after 70%, in the open channel, ZTE's investment significantly reduced.　　Now to take the Channel Road, ZTE is to build a carrier, channel operators, mobile phone operators of the "iron triangle" structure. ZTE Executive Director, Executive vice President Shiyou that, purely with the operator, there is no channel of integration, in the brand and the size of the end has limitations; but on the other hand, ZTE is very knowledgeable about the operator's network, which is hard for other handset manufacturers to have the core competitiveness "if purely with the channel business　　ZTE's advantages cannot be played out. " Long-term reliance on operator customization, ZTE in the global scope of custom contracts at the same time, its brand construction speed lags far behind its market share of the promotion.　　ZTE's brand cannot be established without open channels. In addition to the lack of experience in open channel operations and terminal promotion management, Luozhongshen admits that channel change has also brought cost pressures to ZTE. "We work with the channel business, we must give the channel to some space, so the cost is indeed more." But the investment is worth it. Because after the brand promotion, the bargaining power will be more, the user to your approval will be more.　　ZTE's next goal is to maintain a growth rate of more than 35% a year and pass 5 years to become the world's top three mobile phone operators. Market research firm ISUPPLI reported that ZTE replaced Motorola as the world's fifth-largest handset maker in the fourth quarter of last year, with the top four Nokia, Samsung, LG and Sony Ericsson in turn.　　The global market share of 5 is 38%, 21%, 10%, 4.4% and 4% respectively. Link ZTE 3G Terminal customization occupies nearly 30% share in the domestic operators customized handsets, ZTE 3G terminals have occupied 27% market share; T D Terminal 2009 to a comprehensive market share of nearly 50% stable first, terminal shipments of more than 3 million, and China Mobile deep cooperation star Model U 210, u 100 achieved remarkable success.　　CDM a terminal 2009 to achieve leapfrog growth, the annual sales of nearly 10 million. Nancy reporter Wangxiaoxing intern li Xi Yan