Zeng Xuzhong New Deal 50 days, ZTE mobile phone change?

After 50 days in office, ZTE Executive vice president, Terminal Division CEO Zeng Xuzhong in Beijing Peony Garden near the office of the author interviewed.

Talking about the feeling of the new job, the 41-year-old ZTE Terminal "Boss" bluntly: "The challenge is very big, the pressure is very big". ZTE Mobile phone business is undergoing a comprehensive transformation, Zeng Xuzhong said, ZTE's recent goal is to improve the overall hardware and software design, improve quality, the introduction of talent, as well as organizational structure adjustment.

For a long time, domestic mobile phone more pursuit of sales and scale, and product experience and quality has not been promoted to the most important position, resulting in brand and word-of-mouth long-term difficult to be promoted, low profitability.

Zeng Xuzhong that ZTE's mobile phones must change the traditional thinking of engineers, and that products that conform to the Internet and user experience will be the basis of all changes. To this end, ZTE quickly formed the consumer Experience Department, E-commerce department, internal incubator Fund, and internet gaming enterprise nine city set up a joint venture, Zeng Xuzhong himself also become ZTE mobile phone product Manager, personally responsible for the design and experience of mobile phones.

However, Zeng Xuzhong is still facing two major problems:

First, the mobile phone is a year ahead of the start project, Zeng Xuzhong How to use "Old bottled new wine"? Quickly adjust the current product line and supply chain?

Zeng Xuzhong to the author that his biggest task and challenge is immediately to the current product line "move knife." Specifically, "Do subtraction, focus, motivation, innovation." These features in Zeng Xuzhong after the launch of the first telecom version of the eight-core "Blue Yang 2" mobile phone has been reflected.

"Blue Yang 2" mobile phone release and this January 20, including China Telecom chairman Wang, MediaTek chairman Zaimingjie have attended the conference for its publicity, indicating that the industry chain parties to this product has enough recognition. However, Zeng Xuzhong still "stubborn" that still need to change, and even postponed the mobile phone market time, and before and after the Spring Festival with the mobile phone design team began a lot of optimization work: increased more in line with domestic user habits of the metal frame, enhanced slot design of the handheld, as well as Mifavor 2.3 of the overall "Welcome to Blue Yang 2 comments, each for us is a valuable suggestion", can be seen Zeng Xuzhong to ZTE Mobile phone to change the urgent attitude.

Zeng Xuecheng said that ZTE's overall product line is optimized, different price segments focus on only a few products, decisively cut off some user experience, design duplication, low profitability models. The Consumer experience Department will also intervene in the full design and manufacturing of ZTE's handsets.

In the year-round product planning, ZTE Mobile phone in the immediately learned the Barcelona MWC show on the introduction of Me MO II LTE 4G mobile phone, with the latest Firefox OS open C mobile phone, and ZTE Self-developed 4G mobile phone chips. In addition, ZTE plans to launch another boutique terminal model in April this year, and will launch its flagship products in September. Zeng Xuzhong, pointing to the iphone 5S I was recording, said "I hope everyone will be able to replace the iphone by October this year."

Second, including Zeng Xuzhong himself, the current staffing is more or the original for business-to-business operators to order the team, ZTE Mobile phone to complete the internet and the business of the business of the thinking of the market change?

Zeng Xuzhong to the author that the transition will be accelerated from three aspects:

1, the original team thinking change. Zeng Xuzhong that the rapid transformation of the network thinking mode will be ZTE's mobile phone team's current reality requirements. "ZTE needs a team that is oriented to the Internet, open minded, and has a strong transition attitude, starting with the inner core team of ZTE's mobile phone, and must complete the transition," Zeng Xuzhong stressed.

2. Structure adjustment. ZTE's mobile phone has now formed a consumer experience department, E-commerce Department, the internal Incubator Fund, and with the Internet gaming Enterprise nine city set up a joint venture.

3, the introduction of external talent. Former Motorola Mobile global vice President Cao Teng has officially joined ZTE, responsible for mobile phone China's offline channel expansion. This is also the last year announced the investment of 100 million yuan to carry out the channel construction of another substantive initiative. At the same time, ZTE also introduced the South Korean team to strengthen its own mobile phone ROM product optimization, the immediate launch of the Mifavor 2.3 version will be reflected.

In just 50 days, the "less handsome" of ZTE's mobile phone hardly had a day off, or even had time to participate in the World Communications Show in Barcelona. Before meeting with the author, Zeng Xuzhong just and Millet technology Chairman Lei Exchange finished the view of mobile phone products, the afternoon will soon be with the Channel Department layout new products listed.

From the one-hour conversation, it is clear that Zeng Xuzhong's future layout and strategy for ZTE's mobile phones is already well defined. Zeng Xuzhong to the author, said: "Change is happening, and should be a little faster." ”