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ZTE Exhibition, picture from: Fortune
After the “ban turmoil” has passed, ZTE has been trying to prove that it has not fallen behind in the past two years. For example, the aforementioned release of the smart wrist phone Nubia Alpha and so on. However, I believe you have already seen the effect of this effort to “bring out the sense of existence”.
Third, what “save” you?
In addition to the objective factors such as the market and policy, the factors that caused ZTE’s mobile phones to languish or even go from bad to worse, there are also its own problems.
Zeng Xuezhong, then executive vice president and terminal CEO of ZTE, once said that ZTE’s mobile phones had two biggest mistakes: First, strategic mistakes, failing to gain insight into consumer conversion trends and channel conversion trends in advance, and missing features There are two outlets for the conversion from machine to smart machine and the upgrade and replacement; the second is the inherent shortcomings of operator control mode and brand building. The supply chain and brand communication are not strong enough and need to be improved.
ZTE’s feature phone era, the picture comes from: The Star
In fact, in the era of feature phones, ZTE mobile phones have seized the core element of operators and made their market share top.
With the popularization of smart phones, ZTE has not grasped the outlet in time, and is still relying on traditional operator channels, which has given a wealth of offline channels such as BBK, Huawei and other brandsThe opportunity to overtake, so we saw the above-mentioned process of continuous regression since 2012.
The brand building of ZTE is almost the weakest and non-existent among the well-known smart phone brands. Whether it was before or now, you can easily find large advertisements from OPPO, vivo, Huawei, Xiaomi and other manufacturers on the street. But what about ZTE? You can hardly find in your memory when you have seen an advertisement for ZTE mobile phones. This makes it difficult for consumers to establish an image of the brand.
ZTE Exhibition, pictures from: Reuters
In addition to Zeng Xuezhong’s reflection on the above two points, ZTE’s mobile phone business still has many other problems.
For example, the market positioning of ZTE mobile phones is not clear enough. The thousand yuan machine market has not been seized, and the high-end market has not been able to enter.
At the system level, ZTE mobile phones have not been as easy-to-use and well-known operating systems as MIUI and EMUI. Its brand, Nubia, has been complaining about the update of the mobile phone system, including the slow update time and poor adaptability.
The mobile phone system often affects the user’s intuitive experience more than the mobile phone hardware. ZTE’s “short-board effect” in this regard is particularly obvious, resulting in a poor reputation of its mobile phone products.