Although the "First Lady" used the ZTE nubia Z5 mini Chinese Dream Edition to be re-reported in the game of watching the Junior Football Team in Germany, but a "ZTE mobile phone motherboard problem highlights the difficulty of solving the process defects" The complaint report has cast a shadow over ZTE’s quality problems. Many ZTE mobile phone users have reported that the mobile phone motherboards are often damaged, which is far from the quality stability of other brands.
Not long ago, the annual report released by ZTE showed that the overall operating income decreased by 10.6% from 2012 to 75.23 billion yuan. The net profit attributable to shareholders of listed companies relied on tax rebates to turn losses into profits. Among them, the revenue of terminal products fell by 16%. The operating income of ZTE and terminal products of the main products has declined for three consecutive years. In the past two years, ZTE has also reduced the number of employees by 20,000 due to huge losses in the past two years, which has sparked heated discussions in the industry. While ZTE is declining, other Xiaomi, OPPO and BBK VIVOs that use Internet mobile phone thinking are on the rise. Not long ago, at the IT Leaders Summit, Lei Jun relied on the outstanding achievements of Xiaomi mobile phone, saying that the sales of Xiaomi mobile phone in 2015 is expected to reach 100 million, and the revenue exceeds 100 billion. It is proud of the spring breeze. Today, there is no need to brush the machine, the new miui App that can be installed only by downloading, has caused hot discussion in the industry. And other Internet mobile phones also performed well, let us take a look: According to @vivo official microblogging announcement, the first batch of vivo Xplay3S was robbed and took 0.35 seconds. TCL, what mobile phone, today, the first round of rushing to buy 100,000 sets of lightning sold out. 0.35 seconds snapped up an OPPO N1 early adopter version has been sold out. Is there such a charm in Internet mobile phones? Repeatedly created amazing results, and why the old mobile phone makers such as ZTE are struggling. The author believes that the main reason is that the overall success of Xiaomi mobile phone driving Internet thinking has had a huge impact on the traditional model. The advantages of Internet mobile phones are:
First, strengthen fan interaction and users to be friends instead of God
A few days ago, the author participated in the 2014 China IT Leaders Summit. Lei Jun said in his speech that Xiaomi encourages users to participate. User engagement is the biggest element, and his identity and emotion are completely different. There is a very core element here that treats users as friends.
In terms of feedback on user services. You have taken an opinion and adopted it by Xiaomi. It only takes a week to publish it. This is no way to imagine in traditional mobile phone companies. In the Nokia era, the system was not updated once in three or five years. Apple publishes once a year, google is released once a quarter, and Xiaomi is updated once a week. Xiaomi's methodology is: "focus, extreme, word of mouth, fast. Internet" seven-word decision. In contrast, it is obvious that ZTE mobile phones can't be friends with fans, and rarely can actively interact with users. As consumers' demands are getting higher and higher, they can't become friends with them, and they can't understand the true feelings of users, and they will inevitably be eliminated. At present, all Internet mobile phone brands have established their own fan groups. Not only will they actively gather fan groups, but also focus on the creation and dissemination of opinion leaders. When I participated in the VIVO conference, I signed the opinion leader’s sign-in. The card is very deep.
Second, the network direct sales model subverts the traditional sales model
Xiaomi mobile phones have adopted the network direct sales model from the beginning, and traditional enterprises such as ZTE are still counting on the large number of sales by operators and offline retail channels. With the rapid development of e-commerce, even the world's top 500 giants such as Lenovo have set up a separate new thinking department. The products of this department only do online direct sales without offline distribution, and we can see the importance attached to online direct sales. It is true that this novel mode of network direct sales has achieved great success for the transformation of these traditional enterprises. Lenovo established the “Digital MarkeTIng†(digital marketing) team to create an “Internet pro-arms†to market with Internet thinking. Promoting Lenovo's transformation, Lenovo's mobile phone sales also increased significantly, and smartphone rankings once ranked among the top three in the world. However, with the sudden blush of nubia, ZTE suddenly woke up and launched the “Micro-products†platform. Starting from ZTE’s nearly 70,000 employees, it began to try the B2C2C sales model. The specific way is to download an APP, after real-name registration and login, you can check the mobile phone products you want to sell, recommend it in the circle of friends or other platforms, and enter the store through the link. I believe that through this test, more traditional models will be changed.
Third, pay attention to user experience, product development, user first
Many of the ZTE mobile phone users mentioned in the opening report, the mobile phone motherboard is often damaged, that is, does not pay attention to the performance of the user experience, and Xiaomi uses the development software to develop hardware devices, and weekly upgrades to the mobile phone hardware, which indicates that Xiaomi The user's suggestion of focus, Lei Jun repeatedly pointed out in the speech: Xiaomi made every effort to use the best materials to make the best mobile phone hardware, do miui system on the basis of Internet by Internet, iterate every week, and today, "No brush machine MIUI" Xiaomi system public beta, this system integrates many core functions of MIUI, including dial management, contacts, SMS, cloud services, desktop, etc. It is said to complete the MIUI 70% operation experience. More importantly, it doesn't need to be flashed, users only need to download an app to get started. Undoubtedly the performance of the product development user first. It is certain that all Internet mobile phones in the future will be extremely user-focused, and if traditional carriers are not yet able to be user-oriented, they will be eliminated.
4. Extensive investment in new media to promote flexible use of social platforms
The blush of ZTE nubia came from the first lady of China, Peng Liyuan, accompanied by President Xi Jinping to attend the foreign affairs activities. She used a white mobile phone to take pictures, and then the microblogging blogger exposed the photos of the scene caused Weibo hot discussion. It is reported that this mobile phone or the domestic mobile phone Nubian Z5mini, after the news came out, the mother cell phone has become a hot spot of concern. Thanks to this incident, this phone also appeared to sell out of stock. This kind of new media promotion and flexible use of social platforms, Xiaomi is the best, not only Weibo, WeChat activities planning hot, even QQ space has made a perfect use, it is understood that 100,000 red rice Note and 200,000 The Taiwan Red Rice mobile phone was launched in the QQ space, and more than 15 million people participated in the appointment. According to the official information of Xiaomi, one second of the 12-point event began, and 419,000 people snapped up on the first page of QQ space. The huge flow that was added in an instant caused the millet server to clog and the transaction was completed slowly. Other Internet mobile phone brands, OPPO, VIVO, etc. have also tasted the sweetness through the rushing activities on WeChat. In the future, it is believed that more traditional communication companies will invest in the promotion of new media.
Five, hunger marketing pre-sales snapped up diversified marketing combination
The idea of ​​hunger marketing was originally from Xiaomi. Xiaomi successfully passed a product called F code, allowing consumers to keep clicking and holding their eyes at the specified time. Hunger marketing is a business that uses consumers' love to take advantage of the cheap, gathering popularity and wealth in the short term, but the most important thing is that the products behind it are reliable, otherwise it will achieve a counteraction. Nowadays, the main Internet mobile phone products are sold through hunger marketing methods, including Huawei's glory, Xiaomi, vivo xplay3s and other products. This will not only make the products receive more attention, but also enable consumers to participate more crazy. However, in addition to hunger marketing, pre-sale is also a common way for Internet mobile phones. For example, Huawei’s Huawei glory 3C, which was built specifically for the Internet, opened its second round of pre-sales. It was sold simultaneously through Huawei Mall and Jingdong Mall, and was sold out within 5 minutes. Traditional news agencies use a variety of marketing methods.
In peace of mind, I hope that ZTE can come out from the original traditional model, embrace the Internet thinking, successfully transform, and completely wake up through the casual nubia incident, otherwise it will be slightly embarrassing.
Laptop Stand Holder Adjustable,Laptop Stand Holder Desk,Laptop Stand Holder Ergonomic,Laptop Stand Holder Ergonomic Adjustable,etc.
Shenzhen Chengrong Technology Co.ltd is a high-quality enterprise specializing in metal stamping and CNC production for 12 years. The company mainly aims at the R&D, production and sales of Notebook Laptop Stands and Mobile Phone Stands. From the mold design and processing to machining and product surface oxidation, spraying treatment etc ,integration can fully meet the various processing needs of customers. Have a complete and scientific quality management system, strength and product quality are recognized and trusted by the industry, to meet changing economic and social needs .
Laptop Stand Holder Adjustable,Laptop Stand Holder Desk,Laptop Stand Holder Ergonomic,Laptop Stand Holder Ergonomic Adjustable
Shenzhen ChengRong Technology Co.,Ltd. , https://www.laptopstandsupplier.com