ZTE Mobile phone high-end market horns

ZTE Mobile phone in the United States and other high-end market breakthrough, so that ZTE from the world-class business dream is a step closer. Author: Wu Ying by operators, the access system is very strict North American market for mobile phone companies around the world is a piece of the most difficult "bone", after four years of hard work, ZTE mobile phone finally ripped a hole in the U.S. market. August 19, ZTE Mobile phone and the United States's largest operator Verrizon cooperation in the deep customization of mobile phone salute in the United States full listing. And several other mainstream U.S. operators have signed a strategic cooperation agreement, a variety of products will be listed in the United States in the third quarter. In addition to the US market, ZTE has breached the Japanese market, which is also a piece of ice for global handset companies, and products SoftBank with Japan's third-largest operator have been marketed. In the relatively mature market structure of the European market, ZTE Mobile phone to achieve from low-end products to the high end of the full range of products, from underdeveloped countries to, Britain, France, Germany developed countries a comprehensive breakthrough. ZTE's mobile phone grew more than 150% in Europe in the first half of the year.　　At this point, ZTE mobile phones in the global high-end market to achieve a phased breakthrough. ZTE entered the mobile phone industry in 12, through detours and tuition fees, but has never given up the dream of becoming a global leader. In 2008, ZTE's executive vice president, Shiyou, set out a seemingly unthinkable goal for his ZTE phone: to become the world's top 5 in three years and the top 3 in 5-6 years. In order to achieve this goal, with the global mainstream operators, to enter the high-end market is ZTE must complete the task, as Shiyou said: "If our customers are second-rate customers, then our business will always be second-rate enterprises." "ZTE Lists the 36 most influential telecom operators in the world, known as" TOP36 ", as the main direction for the future. Last year, in TOP36, there was a 60% partnership with ZTE, which now has reached 90%. Shiyou said: "The future of the United States, Europe, China's sales can account for ZTE Mobile phone 60%~70%, I believe this is a benign state." "And for the goals in these three markets, shiyou hope:" To be able to account for the 10%~15% of these markets, so as to have a certain influence in these areas, attract enough attention. "This is not an easy target, in the U.S. market, even strong as Nokia, the market share has never exceeded 10%."　　Belief and ideal is to support ZTE mobile phone to go to today's important driving force, no dream of the enterprise how can have a glorious future? ZTE's mobile phone has been able to make breakthroughs in the world's most brutal high-end market for mobile phone giants, and has played a decisive role in the strategy of operators. Both overseas and domestic, ZTE's mobile phone sales channels are almost entirely customized, from the less developed regions of the two or three flow operators to break through the first-class operators in developed areas, ZTE has with more than 100 countries155 operators have established partnerships. From this point of view, the most powerful operators of the market, also can best reflect ZTE's advantages, such as the United States and Japan.　　This is not hard to understand, why Nokia in the United States and Japan drubbing, ZTE can come from behind. The strategy of ZTE's firm proximity to operators comes from a successful example on this path. Shiyou a deep analysis of South Korea's mobile phone industry: "Samsung and LG have achieved market share leadership in both the US and Japanese markets, and half of their revenue comes from the U.S. market." This is the two fully operator-led market, and Samsung and LG have been successful in both the hardest-hit markets because of their strong emphasis and emphasis on cooperation with operators. So the way they go can be used as a reference for ZTE. In addition, organizational innovation accelerates the breakthrough speed and efficiency of the high-end market. From last year to this year, Europe through the battalion and the United States Operation Department has been established successively. In order to better serve customers in Europe and the United States, a special team, including research and marketing, has been set up to support the whole thing, rather than designing products from overseas markets, as in the past by Chinese research and development teams. Research and development, as well as the advance of the business sector, have given ZTE a chance to reach the local market and local customers ' needs indefinitely. To create more Home-grown products, ZTE has set up a European design center this year, with most designers coming from Europe.　　In addition, the American Design Center is also being planned. It should be said that ZTE's high-end market strategy is being proved to be effective step-by-step, but everything is still in its infancy, a long way from the real success of the target. First of all, although the major markets have made breakthroughs, but far from achieving the scale of development, many first-class operators of ZTE's mobile phone cooperation is still in the testing stage. And only to reach a certain size of the market share, can be regarded as truly into the market. In addition, the current ZTE mobile phones in the high-end market products are basically still mainly in the low-end. This time, for example, the salute market, which is in deep customization with Verizon, is priced at only $19.9 trillion, although the carrier's purchase price for ZTE is higher than that, but it is estimated to be no more than 30 dollars. The model's support team, up to 150 people, has been testing since 2009, the most dedicated team in the history of ZTE's CDMA handsets. In addition, the United States market threshold is very high, only the mobile phone certification test costs, a single cell phone products in the United States a variety of different certification test costs up to tens of millions of yuan, so salute will be a input-output is very difficult to be proportional to the model. Although from a strategic point of view, in order to enter the U.S. market, pay a certain price is well-deserved, but in the long run, to make real money is to open up a market the ultimate goal. For the European market, which has survived the pioneering period, ZTE has completed the breakthrough of the two or three-stream operators to the mainstream operators, from low-end to high-end product line breakthrough, but the price of products has been not to go, so how to improveBargaining power is the next major challenge for ZTE's mobile phone. In addition, the brand is also one of the weaknesses of ZTE's mobile phone. Due to the use of cooperation with operators of the strategy, ZTE mobile phone visibility and brand influence are subject to certain constraints. At present, ZTE Mobile phone in the cooperation with the second-rate operators, can be on the mobile phone ZTE Brand, but in the cooperation with first-class operators, most can only be the operator's brand into the market. Scale and brand are interdependent, with a certain size and market share, brand influence will naturally increase significantly, in turn, a strong brand will also promote the expansion of the role of the scale.　　Brand will be the future of ZTE mobile phones in the domestic and foreign markets must face a major challenge. In any case, for China's telecoms and mobile-phone companies, every small step that ZTE makes in high-end markets such as the US is exciting because it is the only way to become a world-class enterprise.