What is the miracle of Motorola's return to Lenovo?

Motorola became a bright spot on the 2015 CES (International Consumer Electronics Fair). The former mobile phone King will borrow Lenovo's way to return to the Chinese market, how bold it sounds!

Motorola News from the media: January 26 will hold a new product launch, the Chinese market for the launch of Moto X Pro, new Moto X, new Moto G three products. The new Moto g Price is expected to be 1499 yuan, the new Moto X is expected to be 3499 yuan, Moto x Pro is expected to be more than 5000 yuan.

Lenovo buys Motorola to make up for three deficiencies in international road

First of all, we should congratulate Lenovo. Strategically, Lenovo's acquisition of Motorola was a good move to make up for the three deficiencies in the international path of Lenovo's mobile phone:

One is Motorola's position in the international market, will enhance Lenovo mobile phone brand power. ZTE and Huawei have quickly opened up the international situation by virtue of the advantages of communication equipment business. Lenovo mobile phone internationalization on the road is very slow, the brand image on the need to improve. Motorola in Europe and the United States and other regions have a high brand influence, with more than 50 operators have good relations of cooperation. Emerging markets, which accounted for 20% of Brazil's second-largest handset-maker, ranked fourth in India. This is the biggest complement to Lenovo's mobile phone.

Second, the acquisition of Motorola's patent and licensing will become Lenovo's international road of weapons. Lenovo's takeover of 2000 patented technologies and Google's license to use the rest of its mobile-phone patents will make it easier for Lenovo to deal with patent battles in international markets.

Third, Motorola's own innovative ability, or will drive Lenovo's overall innovation strength. With nearly 3,500 employees from around the world joining Lenovo, including 2,800 employees in the United States, these international talent will inject new power into Lenovo. As a Chinese brand, Lenovo mobile phone does not have the ability of global innovation, in the future integration process, through the accumulation of technology and experience, sharing, Lenovo mobile phone research and development innovation ability or will greatly improve.

Top level for the same brand, forming two hearts positioning

There is no doubt that Motorola, the brand of Lenovo, will make a appearance in overseas markets. But to return to China, the situation may be very different. There is no denying that Motorola in the Chinese market once a powerful, once in the top, and even Lenovo fee struggle, only to be honorable to do Motorola's distributors.

However, with the loss of Motorola's trend, the acquisition by Google, and then the "servant" to become their "master", has been different. Today's Chinese mobile phone market is not the fertile soil of the year, today's Motorola also less domineering. With the banner of "return", Motorola's path in the Chinese market is not good, which may not be a good move.

The current emergence of the first problem, that is, positioning the problem, there have been "two moto": one is to retain the original Motorola culture, positioning high-end, the former King costume moto, the other is to integrate into the Google Internet culture, positioning younger, with the internet color moto.

A brand under a different series of products is not surprising, but the top of the same brand to form two hearts, but it is worth noting. The following analysis, "Two moto" will face what the Chinese market, what kind of competitive environment.

The Motorola in Yang's eyes, the main hit the high-end price

January 7, 2015 at the CES exhibition, Lenovo CEO Yang Yang interviewed by Sohu said:

Motorola Brand will be the main high-end market, taking into account the electricity and open market sales. I am personally more optimistic about the prospects of Motorola mobile phones in the open market channels. ”

In the eyes of the Motorola, Yang is inclined to the first position: the product is mainly in the high-end price, sales channels are electric channels and open market channels, biased open market channels, and operators have nothing to do. The reason for this expectation is that these are the weaknesses of Lenovo's mobile phone.

Look at a group of data from research company GfK, although the data is not up to date, but it can explain a certain problem. August 2014 China Mobile phone market brand price Lenovo is 734 yuan. High-end brand Samsung 2223 Yuan, Apple 3781 yuan, go to the open market brand Oppo is 1792 yuan, Vivo is 1599 yuan. Lenovo's domestic sales accounted for the top five, but the main strength came from low-end products and carrier channels.

Let's talk about high-end products first. Lenovo's high-end products Vibe Z series just started soon, a slight improvement, the price mentioned more than 4000 yuan, but not how long (according to the rationale of high-end mobile phone sales cycle is 1 years), the open market price has dropped to more than 2000 yuan, the market does not agree with Lenovo's high-end.

Motorola higher end, just can complement. But have to face the situation is, Lenovo's own products and hands fighting. In this case, Motorola President Rick Osterloh is more optimistic. "More complementary," he said, "both sides believe the market is big enough to tap into more market share." ”

And Yang is very forthright about his horse racing ideas, "to tell the truth, at the same time operating four brands, 1-2 brands have finally succeeded, for Lenovo Group is successful." ”

From the brand strength of the forecast, Motorola's high-end products, will certainly have an impact on the Vibe Z series.

Talk about open market channels. Although Lenovo has done a good job in the open market, this advantage has not shifted to Lenovo mobile phones, the main open market Vibe series of sales do not work. Motorola once with the Nokia is the channel King, the National generation Shangtian, Eschde the year was by the distribution Nokia, Motorola's product started, achieves the domestic biggest.

However, today, two of the country's business is embarrassed, in the brink of life and death on the verge of transformation, that year's various stores, direct shop has ceased, the reconstruction of the open market channel system is dirty, slow living, takes time, at least two years. Now the difference is, OPPO, VIVO, Gionee in the open market already dominates one side, Huawei, cool faction, etc. are also gradually exerting force, at this time to create open market channel system, more difficult.

Overall, the first positioning of Motorola, will be faced with difficulties, both inside and outside are facing bloody competition.

Motorola president tends to be the main civilian price cost-effective mobile phone

December 15, 2014, Motorola President Rick Osterloh in an interview with NetEase said:

The similarities between Motorola and Millet may be more than the similarities with Apple, which will be an important way to sell Motorola handsets. Every manufacturer is our competitor, but Millet and Huawei are our strongest rivals in China.

In the eyes of Rick Osterloh, Motorola is inclined to a second position: the main civilian price of cost-effective mobile phones, through the Internet channel sales.

Why is there such an idea? It is because Motorola has made its mark in the search for electricity dealers in India. Motorola in India with the local largest electric platform Flipkart cooperation, the launch of the Moto G,16GB version of 224 U.S. dollars, about 1400 yuan, creating a sales miracle, further laying the foundation of Motorola as a young brand. Flipkart sales in the top three brands are Motorola, Millet, Huawei Glory, the three are also competing against each other.

Unlike the Indian market, the Chinese market is the main battleground for Millet and Huawei, Motorola has just started and is still a student. This has just started, including the construction of personnel, the promotion of new brands, and so on, basically from scratch. Fan system construction also want to start from scratch, that year's Moto powder may not be accustomed to this internet sales, more like the big Motorola. In the electricity business Channel, Motorola's brand, also only is the marketing gimmick.

The upcoming new Moto G Price is about 1499 yuan. Is with millet, Huawei Glory, in addition, there are the charm of the family, the great God and other Internet brands eyeing. In the following time, we will see Motorola and Millet, Huawei Glory, such as the war of words, hand-to-hand combat.

The way of the electric business channel is also worth mentioning. Motorola hopes to use its own electric business platform, take C2B Custom Road. But the development environment of C2B is not completely satisfied, the product is single, also can not support huge flow cost. Just imagine, Lenovo itself has so many products, also did not do their own electric business platform, Motorola's new team, estimated also powerless. Predictably, Motorola will join the Beijing-East or cat and other platforms, even with their marketing capabilities, to enter the electricity market.

Overall, the second positioning of Motorola, will be a step by step, I do not see his miracle to create signs.

At the end of the year, in the domestic market once defeated and suppressed Motorola for four years, eventually did not escape the fate of the Wave guide mobile phone, 2013 playing "Return of the King" banner, but has not been a improvement. I want to say is, do not underestimate the power of domestic mobile phones, also do not overestimate the brand value. See the current market, the pragmatic side of the long-term.