The hottest ZTE made a military order vowing to se

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ZTE made a military order: it vowed to sell 20million units in China and the United States respectively

ZTE's target sales volume in the U.S. market this year is 20million units, accounting for 1/of its total sales target of 60million units in the whole year. Each experimental machine will also have a detailed description and introduction. 3

this is a radical military order. You know, this year, ZTE set a target of only 20million units in the Chinese market, which is its headquarters; Moreover, it is well known that the U.S. telecommunications market is profitable, but the threshold is also relatively higher, especially Chinese manufacturers who have always been sharp in cost performance and price war can rarely get involved

ZTE seized the opportunity of the prepayment market in the United States. Cheng Lixin, CEO of ZTE North America, said in an interview with 21st Century Business Herald recently that due to the impact of the integration of U.S. operators and changes in terminal subsidy policies, the prepayment market has continued to expand, but many manufacturers have not paid enough attention to it and only invested some poor products to deal with it, while ZTE has invested major efforts in this field

up to now, ZTE has ranked second in the prepayment market in the United States, with a market share of 20%. In the overall U.S. market, ZTE also ranks in the top four, with its market share soaring from 4% a year ago to nearly 8% at present

Cheng Lixin told the 21st Century Business Herald that ZTE is the fastest growing major manufacturer in the U.S. market. Applying a term of the NBA project sponsored by ZTE in the United States, ZTE has stood out in the rookie competition in the U.S. market with the help of a novelty in the prepaid market

of course, ZTE needs to experience more from rookies to main players

backhand layup with prepaid fees

the U.S. telecommunications market is large and profitable, and the profits of this single market account for about a quarter of the global market. From the perspective of market development stage, this is a typical mature market. More than 100% market penetration means that stock competition is the absolute theme of the market

U.S. operators have introduced many measures to attract users to switch, including even providing users with buy-out solutions to buy out their original packages. Cheng Lixin said

in recent years, another key word in the U.S. telecommunications market is integration. Many lower ranked operators have been merged, and sprint, which ranks third in the market, has been acquired by son Zhengyi's Japanese Softbank group

in the first half of this year, son Zhengyi also hopes to let sprint acquire T-Mobile, the fourth largest operator in the United States, so as to form a three pronged situation in the competition with Verizon and at t. However, finally, considering that it was unable to obtain regulatory approval, sprint released the news of temporarily abandoning the acquisition in August this year

the original pattern of four big and three small has now become four big plus one virtual operator. Cheng Lixin told the 21st Century Business Herald that in the process of continuous market integration, many operators have launched a lot of innovative businesses and are more open to competition

the prepayment market is growing rapidly under this background. In order to seize market share in the highly competitive market environment, T-Mobile, which ranks fourth, was the first to make an issue of price. In March last year, T-Mobile no longer adhered to the model of two-year user contract plan, so it obtained the growth of the number of users for the first time under the background of always struggling. Since then, at t and Verizon Wireless have also launched non contract plans to deal with it

among them, at t launched the next plan in July last year and began to provide lower monthly fee packages to next users in December. In the fourth quarter of last year, next users accounted for 15% of its total users, which has increased to 40% in the first quarter of this year. The company sold 2.9 million smartphones in the United States in the first quarter according to the next plan

compared with postpaid users, the prepaid market is more sensitive to price, and users' ARPU value is relatively low, but it is this seemingly weak market that has experienced rapid growth. Cheng Lixin told 21st Century Business Herald that last year, one out of every four U.S. users paid in advance. This year, it has risen to one out of three users paid in advance

although prepaid users are interested in cost performance, manufacturers' products must first be sincere. Cheng Lixin said that ZTE's positioning in the United States is to provide affordable high-end products with high quality and high specifications at a lower price than the market. In Cheng Lixin's view, the more important reason for ZTE's success in the U.S. market is that it knows that the cost performance of this market does not mean that it can relax its requirements for quality. Cheng Lixin told the 21st Century Business Herald that American operators will have many requirements for terminal testing and certification, one by one very detailed

as a result of putting major efforts into prepayment: on the one hand, ZTE can provide rapid response to the customized needs of operators; On the other hand, ZTE has established its own terminal research and development laboratory, which can greatly shorten the product launch cycle while meeting the testing needs of operators

Cheng Lixin told the 21st Century Business Herald that at present, ZTE sells 53 models in the U.S. market, most of which are in the prepaid market, and the sales of many popular products are more than one million

the reason why ZTE's play in the United States is called a backhand layup is that ZTE sees the growth potential of the prepaid market. When its competitors haven't had time to invest their full strength, it hits hard, and thus has achieved its own effective growth while avoiding the strong frontline of the battlefield

new challenges for rookies

according to the statistics of market research agency SA, ZTE's sales in North America increased by 88% year-on-year in the second quarter of 2014, and its market share reached 7.4%. Although it still ranks fourth after Samsung, apple and LG in the market ranking, its market share has jumped sharply from 4% last year

Cheng Lixin said that ZTE's goal is to grow 1.45 times year-on-year in the United States and enter the top three in the domestic market. If ZTE has successfully won the rookie competition in the U.S. market, the challenges that follow are not easy

first of all, will ZTE's existing competitors in the United States vigorously follow up in the prepaid market? According to Cheng Lixin, these rivals did not pay enough attention to the prepaid market at the beginning, giving ZTE an opportunity. But next, if the prepaid market continues to expand, it is obvious that no one will continue to stop and wait

secondly, although the sales volume in the U.S. market is only about half of that in China, the unit price is much higher than that in China, and the market position is self-evident. For a manufacturer, only when it performs well in both the Chinese and American markets at the same time can it be qualified for the global ranking. Therefore, internationalization will be a natural topic for those Chinese manufacturers who have attacked cities and pulled out their strongholds in their own unique way in the Chinese market. Will these Chinese friends and businessmen who know more about ZTE make ZTE fresh and eat all over the world

in Cheng Lixin's view, the most important thing for ZTE in the face of challenges is to do its own thing well

at T, a staff member of a store in Manhattan, New York, told the 21st Century Business Herald that ZTE has three models on sale in the store. Although ZTE has the brand name of ZTE because the chip has no internal clock, and the sales volume is good, most users prefer it to be cheap and easy to use, not because of its brand

this means that American consumers are still in the stage of high cost performance or low price for ZTE

sports marketing with the help of NBA platform has become an important content for ZTE to improve its brand image and do its own thing in the United States

On October 27, ZTE announced that it would cooperate with the New York Knicks, Golden State Warriors and Houston Rockets to become its official smart sponsor for the season. This is the second consecutive year that ZTE announced its sponsorship of NBA teams after sponsoring the Houston Rockets last year

our target group is young people. Sports marketing has penetration value for consumer groups in the United States and China. Cheng Lixin said

Cheng Lixin did not disclose the specific expenditure of the sponsorship, but stressed that ZTE would not spend a lot of money on sports marketing like some competitors

building the so-called high-end brand image through huge amounts of advertising is a vicious circle, and ultimately consumers will pay the bill. Cheng Lixin believes that ZTE will choose to directly transfer the brand budget to consumers and deliver more ZTE product value in the process of direct interaction with consumers

(5) read the value, record the experimental data and prepare for the next impact. If compared with previous years, ZTE's marketing investment is indeed increased, but compared with first-line brands, this investment is not so large, and we pay more attention to the effect. Cheng Lixin said to

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