Domestic mobile phone new brand odds geometry

Another domestic mobile phone maker created a new brand, this time ZTE. ZTE has officially launched a new brand nubia. According to He Shiyou, executive vice president, the brand is positioned to “reduce the product gap with Samsung”, and its price will be matched with HTC mobile phones, using independent brands, and will not be accompanied by ZTE’s LOGO.

From the launch of Nubia, it is not difficult to see the anxiety of ZTE. According to Jingdong's offer, the current highest price of ZTE model is U985 for 1999 yuan, and the Samsung I9308 with similar configuration and similar configuration for TD-SCDMA is quoted at 3899 yuan. In comparison, Samsung’s screen is slightly larger, and the core processor used in the industry is recognized slightly better than the UVi 985 nVidia Tegra3, while the rest is mainly focused on the brand and appearance. The difference between the two is 1900 yuan, which is equivalent to the price of another U 985.

This is not only the anxiety of ZTE, but also the anxiety of other domestic mobile phone brands including Huawei and Lenovo—the same underlying Android operating system. The same hardware configuration is even better. Why the price is higher than that of Samsung and Sony? A low level of brand? According to the statistics of the consulting agency Saino, at present, mobile phones with more than 3,000 yuan in China are completely monopolized by international brands.

If the smartphone is just entering the market, this kind of "low-class" days can still have a good time - the hardware upgrade cycle is longer, the competition is not so intense, and the gross profit rate is also high. However, the situation is quite different. According to IDC statistics, ZTE's mobile phone shipments in the third quarter were 7.5 million, an increase of 82.9% year-on-year, but ZTE's overall huge loss was 1.7 billion. The mobile phone did not play a role as a profitable dairy cow.

All this made the birth of nubia a reasonable matter. However, looking at the new brand strategy announced by ZTE, apart from some positioning and slogans, we have not been able to find special highlights to reverse this situation. Given this, how much success does nubia have?

Look at history. Around the year 2000, the old generation of domestic mobile phone makers had moved their brains to push new brands. For example, many of Waveguide's easy to follow TCL's Meng Baoou. Their original handwriting of mobile phones or luxury women's mobile phones is a good attempt. However, in the operation, people found that in addition to the high price of these sub-brands, regardless of management ideas, marketing methods, or store display, channel model, and the main brand does not have any difference, the dealer is the same team. When the Chinese mobile phone first crashed into the ice cellar, these new brands quickly declined and did not fight back.

Let's look at the relatively successful example. For only ten years, only Duan Yongping's OPPO. The industry generally believes that the OPPO's success has three major factors: First, the behind-the-scenes boss Duan Yong parallel things low-key, when operating the OPPO for BBK without mentioning that, so far, there are still many people think that OPPO is a Korean brand; second is the competition The mechanism, OPPO and Backgammon are the same, but the two have always had a competitive relationship and promoted and developed each other. The third is holding high, and the high OPPO marketing cost is rare in the mobile phone industry. The price hiring is Song Huiqiao and Leonardo Di. Caprio and other international celebrity endorsements.

However, even after this, OPPO still failed to climb the 3,000-unit price of mobile phones after entering the era of smart phones. According to He Shiyou's statement, this is exactly the goal of nubia, sitting beside HTC, looking up at Samsung.

If Núbia wants to refer to the fellow OPPO, the first step is to take up the brand awareness. This is no other way than to save money. But now ZTE is in a huge loss. The mobile phone is a relatively small-scale business. The group can support it and decide the way forward. Of course, nubia and OPPO can not be part of --- independent research and development capabilities, so that really good products to speak, this is reputation, the key to creating reputation.

On the contrary, if it is only playing tickets, it is better to wash and sleep as early as possible. It is not only a new brand that is compromised at the time, but also the dignity and morale of ZTE as a leading international communication company.