“The goal is to become the mainstream brand in the domestic mobile phone industry within three years.†This was the revitalization goal of ZTE’s CEO Cheng Lixin for the terminal products when ZTE held the China Channel Partner Conference in Shanghai last week.
In the last three years and three years, indeed, how many years can a mobile phone brand be?
In 2015, ZTE officially opened its Internet sub-brand Nubia, and announced its three-step plan in a high-profile manner: it became a world-renowned brand in three years. Now, three years have passed, Nubia has not only failed to become a world-renowned brand, even in the domestic market has not got rid of the niche situation.
Perhaps because of the failure of the three-year plan, ZTE quietly put Nubian Snow in July last year (selling 10.1% of Nubian's shares, and reducing the holdings to 49.9% of the shares, just not included in the consolidated statement). However, the failure of the three-step process did not seem to have allowed ZTE to lose confidence in the domestic mobile phone market. Therefore, ZTE has set a new three-year plan for its terminal products.
This time, ZTE officially announced the establishment of ZTE Intelligent Terminal Co., Ltd. to operate independently. At the same time, it said that ZTE will give full support to ZTE terminals in terms of products, channels, brands and talents.
Is there a drama in the new three-year plan?
Three years is a very long period for mobile phone manufacturers, enough for a mobile phone brand to rise rapidly (or decline). However, it is already different in the past, and the difficulty of rushing out of the domestic smart phone in the Red Sea is no different from landing.
In addition, as the smartphone industry enters the second half, the dividend period of the entire industry has already passed, and now the domestic smartphone market has already bid farewell to the high-speed growth period and entered the decline channel.
According to data released by third-party analyst firm Canalys, the growth trend of the 2017 China smartphone market has stagnated for the first time, showing the first decline since 2009. Data show that domestic smartphone sales in 2017 were 459 million units, a 4% decline from 2016. Especially in the fourth quarter of 2017, it fell by as much as 14% compared to the sales of mobile phones in the same period in 2016.
About this item
- 9V Switching wall charger
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