Shuffle period has reached: who is the most dangerous in China's cool?

"Sohu It News" (Wen/su yi) They are the target shipments of more than 50 million units of domestic mobile phone manufacturers, they are the "darlings" of domestic telecoms operators, who occupy nearly 40% per cent of the domestic smartphone market and are known by the industry as the "China Cool Alliance" camp. From June onwards, Sohu it launched the "Shuffle has to" series of reports, the author several times to Shenzhen, Shanghai, Guangzhou and other areas, with Huawei Terminal Chairman Yu, ZTE Mobile phone business "Head" Shiyou, cool Vice President Sozin, TCL Communications China President Wang, Zhang Weili, general manager of MediaTek China and other industry bosses interviewed, and with dozens of Shenzhen small and medium-sized Enterprises, industry veteran practitioners in-depth discussion. This issue will be discussed in the high-end brand and the international market, 3G to the 4G industry in the critical period, the domestic large-scale mobile phone manufacturers encountered the collective anxiety and major problems. Many of the practitioners from different angles of interpretation, worthy of consideration and attention. ZTE Mobile Phone: ZTE's mobile phone has been an example of Huawei Terminal Learning, Huawei founder Ren, in a speech in December 2010 praised the ZTE responsible for mobile phone business executive vice President Shiyou "In many ways is good." Since 2011, however, Huawei and ZTE have become the leading positions in the mobile phone business. 1. Traditional business-to-business architecture. "ZTE Mobile phone in 15 from the child into an adult, the current group is mainly business-to-business, mobile phone business investment and contribution is not directly proportional to the development of ZTE Mobile phone is the biggest resistance from the internal", this April, Shiyou in the interview with the author of the company's business-to-business structure of a sudden "artillery." ZTE insiders said to the author: "ZTE's 2012 business-to-business business suffered huge losses, which has affected the investment of the handset business, the change of leadership at the beginning of the year is also the best mobile phone business change period." But what a pity the general public shout did not receive the expected, and also caused a few VP dissatisfaction, ZTE Mobile phone in the last 3 years to seek "independence" the best opportunity has been lost. However, the Shiyou "Cannon" action or caused changes: ZTE Vice President Houzheng transferred to mobile phone line of business, responsible for brand and internet business, Chairman Houweigui also pledged to increase the mobile phone business investment. At the same time, ZTE's domestic business also plans to adjust, set up a unified mobile phone in China, the former responsible for TD mobile phone product line company vice President Wang Yong or as the general manager of China, to Shiyou and ZTE China's president Zeng Xuzhong two-way reporting. The original troubled mobile phone business development of the CDMA/TD/WCDMA three line separation business situation is expected to be integrated. 2. Brand and marketing. ZTE Mobile phone In recent years does not lack of good products, such as the launch of the flagship product this year, Grand Memo, but until the product launch six months after the product has not been large-scale market, brand marketing throughout the first half is even less. One ZTE mobile phone in China, the author complained: "Two products in the release three months after the failure to arrive, more than 200,000 of the marketing costs are difficult to approveDown, many middle-class accustomed to the business thinking, just to complete their annual sales tasks, not optimistic about their high-end products and pricing strategy, this is ZTE's high-end products and marketing of the fatal problem. Zeng Xuzhong, senior vice president of ZTE, said that the traditional business-to-business thinking must change, the assessment mode will change, while increasing the introduction of foreign staff. The third quarter of this year ZTE Mobile will launch a series of brand marketing activities, including sports marketing, internet marketing, film and television drama Marketing, at the same time put 100 million yuan in the offline channel expansion will also cooperate with the above marketing activities. Huawei Terminal: Huawei end of this year's target smartphone global shipments 60 million, revenue 9 billion U.S. dollars. In the first two quarters of this year, Huawei smartphone shipments of about 10 million, 11.14 million, 4.3 billion U.S. dollars, from the current situation, the whole year to complete the task is not very stressful. But Huawei's terminal ambitions are more than that. Huawei's high-end model sales were not satisfactory June 18, when Huawei unveiled its annual flagship smartphone, Ascend P6, in London, which sold 449 euros (2688 yuan domestically) for 12 months of global sales of 10 million units. Two weeks later, Huawei Terminal announced the former Nokia Executive vice president Giles joined, Giles is currently officially appointed Huawei Terminal Global CMO, mainly responsible for global marketing and social open channel sales. Huawei's terminal problems were concentrated in 2012, the next year will face three major problems: 1, the leadership of the round hillock. The biggest change in Huawei's future is the leadership round. A Huawei terminal insiders said to the author: "From 2011 to now, the deputy above the level of the change every year, many middle position is changed two stubble." The most worrying is that I will not turn around at the end of the year. Yu joined Huawei Terminal at the end of 2010, nearly three years ago, and Huawei has a three-year round of practice. "But as CEO Wan Yu in advance to the Russian area, the possibility is getting smaller." Yu Total nearly three years to lead Huawei Terminal one year change, headquarters also see, and at the same time replace the Chairman and CEO is also not conducive to business stability, "a Huawei terminal middle to the author said." Huawei Terminal Vice President Shaoyang to the author, through the "Two (Giles, Liujiang) one out (Wan Yu)", Huawei Terminal current management structure has been stable and optimized, the division of labor is clear, now is the best period of Huawei Terminal. It is reported that, revenue, profit, P6 and other high-end product sales, Yu this year's three major assessment tasks, from the current situation, revenue and profit is not a problem, P6 sales became the only "variable." 2, high-end products "Wade Road." "What is your biggest dream when you come to this stage?" "If Copy of" China good Voice "Feng problem, Huawei end people will say" well-known consumer brand "these words. For OEM-born Huawei Terminal, how from the product design, supply chain, the rhythm of the market, marketing, threeLarge channel sales, as well as the balance of more than 2500 yuan price and shipments, Wade out a follow-up reference for the high-end products trader case, Huawei Terminal nearly 3 years have been thinking about but also repeatedly hit the issue. And Ascend P6 is the closest to success. Yu in London P6 press conference after revealed to the author, Ascend P6 target within 12 months of global sales up to 10 million, the domestic market accounted for about 6 million units, of which the social open channel target sales 30%, the electric business channel 10%, the operator channel accounted for 60%. According to industry sources, P6 mobile phone in the domestic operators channel sales are good, only China Mobile channel single Month sales volume of more than 100,000 units, but open social channels and electric business channels are not up to date. 3. The Chinese area is a trader. The Chinese market is Huawei's largest single market, sales accounted for about 40%, the flagship products accounted for more than 50%. However, from the 2011 flagship mobile phone Honor (Glory), 2012 P1/d1, this year's D2, its high-end product trader capacity has been tested. "China is the world's most competitive mobile phone market, Lenovo ZTE and other manufacturers frequently launched a price war." At the same time, operators 3G format, social channel back to the situation is very complex, Huawei Terminal China region between the three channels need to be rationalized. An employee of Huawei Terminal China said to the author. Cool pie: Before 2010, cool faction had by virtue of Windows CE system to become CDMA smartphone high-end brand, but with Huawei, ZTE, Lenovo in the domestic market force, as well as Samsung and other international brand product price range, cool send mobile phone to the Thousand Yuan smart phone transformation, the current single machine average price has been lower than 600 Yuan. According to the cool report, in the first half of 2012, the average price of yulong cool phone 733.7 Hong Kong dollars (about 601 yuan), which is the last time cool pie in the latest announcement of single ship average prices. 1. Family Management. From 2012 to date, the cool faction in the high level of intense turbulence, such as the former responsible for sales of the Executive vice President Li job responsibilities from outside, responsible for the brand's vice President Su Feng, the original TD and CDMA operators sales team by TCL, Huawei and other competitors a lot of digging away. A cool middle to the author said that the chairman of the company's product research and development, sales, channels, brands, such as Guo Deying Management, internal audit by Guo's total family personally responsible, even if the right to start the old minister also received strict restrictions, and regular job transfer, trust, not enough incentive. "We are from an ordinary employee, following Guo's total venture so far, thanks to the cool pie gave us the current qualifications and status, but with the rapid growth of cool business, we did not get the same income, which is also the reasons for the brothers to leave, A has left the cool middle in the chat with the author still sigh unceasingly. 2. Single product line. And Huawei, ZTE, Lenovo, and even Tcl and other competitors than the cool pie only to do mobile phone business product line is too single, risk-carrying capacity is weak. Lenovo's mobile phone is still in the balance of losses, ZTE and Huawei mobile phone business is alsoMeager profit, but in the channel, brand investment still spared no effort. In comparison, the cool handset business profitability is good, its 2012 annual net profit of about 330 million Hong Kong dollars, an increase of 20%. However, according to the cool internal staff spit, compared to ZTE Huawei, cool faction of the net is really "from the teeth," if the staff office computer has not been replaced for many years, travel regulations can only buy 70 percent of the air tickets, from Shenzhen to Beijing flights as an example, employees generally can only fly from Shenzhen to Tianjin, and then to the high-speed rail, or their own money to make up the remaining parts. Cool pie "Internal tapping" approach also affected the research and development of innovation, and Huawei, ZTE, Lenovo and other competitors compared to the cool in the past two years, the high-end mobile phone is rarely, the original in the CDMA model accumulated high-end brand advantage is gradually lost. 3. Price war. In the domestic market, the cool faction is taking on the role of "Price killer". The first half of this year, such as Cool faction in Henan, Hunan and other local mobile companies launched a price of 199 yuan of 3.5-inch smartphone 8020+, the price is lower than the cottage manufacturers. In the international market, the cool 2012 United States operator MetroPCS launched the LTE 4G mobile phone "QUATTRO", sales of more than 1 million. But MetroPCS is not a mainstream U.S. operator, with less than 10 million users and more sensitive to prices, according to ZTE and Huawei US market officials. The cool faction is playing a "price war" with Huawei and ZTE in overseas markets, a practice that was long before Huawei and ZTE were in the early stages of expanding international markets. Lenovo Mobile: Lenovo this year's smartphone target shipments of about 55 million units. Lenovo has reached its fourth place in the global handset market and ranked second in its market share, according to IDC's latest figures. And ZTE, Huawei, cool pie and other domestic handset manufacturers, Lenovo occupies a clear brand and channel advantages. Lenovo PC Channel has sunk to the township level, Hewlett-Packard, Acer and other brands have been largely driven out of the three-tier market, the user of Lenovo brand recognition is higher, and from the PC to the smartphone brand mobility cost is also low. To be fair, Lenovo's repurchase of the handset business from the end of 2009 is not easy for the second time in more than three years. But Lenovo's phone has set itself a "two-year super Apple Samsung" plan, Red mouth teeth said easy, to "play real" but will face great risks: 1, domestic share growth is limited. China has become the world's largest smartphone market, but its market growth has been limited. According to data, the first 6 months of this year, the domestic smartphone monthly shipments stabilized in between 25 million-27 million units, smartphone sales accounted for nearly 87%. Lenovo mobile phone sales also from 2.785 million units in January, down to April 2.132 million units, and then rose to June 2.568 million units, the increase has been extremely limited. 2, mobile phone patents and research and development is weak. Lenovo entered the mobile market in 2002, but after repeated, until 2009To start again by buying back into the mobile phone market. However, compared with ZTE, Huawei and other mobile phone brands, Lenovo is longer than the integration of supply chain and manufacturing processing, still out of the typical "trade and industrial Technology" enterprises, mobile phone research and development, mobile communications patent reserve is relatively weak. With the rapid growth of Lenovo mobile phone volume, but also triggered the international giants such as Samsung, as well as international patent rogue companies of concern. 3, the overseas market risk is big. ZTE, Huawei has entered the overseas market before 10, the cool faction has begun to expand the U.S. market, and Lenovo mobile overseas layout is very cautious, and now only start from India, Southeast Asia and other markets "infiltration", did not choose to enter Europe and the United States and other world-class mobile phone market. Industry analysts believe that the lack of core design capabilities, mobile communications patents, making Lenovo difficult to enter the European and American international markets, through market mergers and acquisitions to become its inevitable choice of internationalization. But with the break-up of Lenovo and NEC negotiations, Lenovo will have to choose new mergers and acquisitions, and mergers and acquisitions of international companies are risky for any Chinese company. Shuffle period challenges and opportunities coexist, cool risk compared to the largest in fact, a mobile phone manufacturers annual shipments to do 50 million, volume of the big decision is difficult to rapidly decline. As long as the industry and economic environment does not occur drastic changes in itself and do not "faint recruit son", to live is not a difficult thing. However, from the risk point of view, a single product system, overseas market layout of the late cool pie is undoubtedly the most risk. China is a special market, mobile phone competition environment complex, price war frequently, operators on the industry chain's leading ability to enhance rapidly. In the evolution of high-end mobile phones and well-known consumer brands, investment is a huge and ongoing process, such as ZTE Executive vice President Shiyou said, "This is a marathon without end", each time can "tread a bit", less mistakes, can finally survive. At the same time, in the 3G to 4G industry upgrade process, the change gave every enterprise new opportunities, such as Huawei Terminal Chairman Yu said, mobile phone industry has entered the "Shuffle period", the remainder of the king, from now to 2015 will be the industry's "run-off period."