Reporter Zhai Jin Shenzhen reported
Four months after China's first flagship S2 was released, on December 7, Luo Zhongsheng, chief global CEO of SHARP / InFocus, accepted an interview with 21st Century Business Herald Tribune at Foxconn Shenzhen Longhua Science and Technology Park. He said frankly that because of brand influence Not enough, the sales of Sharp's first flagship S2 mobile phone in China did not meet expectations.
He also disclosed that next month will launch a mobile phone with the highest share of the world's screen. The follow-up efforts will be made simultaneously on brands and products. Next year will launch a full range of products to increase market share and expand brand influence.
Lao Ji, secretary general of China Mobile, had analyzed that the current big market in China has been set. Relative to the profitability of Huawei, OPPO and vivo, other brands are under increasing pressure to survive. Sharp is ready to fight protracted war.
S2 sales did not meet expectations
In March 2017, four years after leaving the Chinese market, Sharp Mobile announced its return to China, and Sharp, the fullscreen leader, launched its first full-screen mobile phone AQUOSS2 in China The first shot, and hope to gain a foothold in the Chinese market.
Lao Jiong pointed out at the time, is not the first to be able to take the lead. Full screen is the trend of mobile phones, the industry chain is also a mature, follow-up products will be introduced. For the mature mobile phone market, the brand choice for consumers important.
'Our most successful point in the Chinese market is that we have grasped the guidance of this full screen trend and we really feel the lack of brand power,' said Luo Zhongsheng.
According to Sino data, the total sales volume of online and offline sales of S2 in the first three months (August-October) of listing was about 10,000, which markedly improved the brand since its listing in August and is now also the backbone of Sharp's handset.
On December 6, the third quarter 2017 global smartphone market data released by market analyst Kantar Worldpanel ComTech (K) revealed that the top five Chinese brands Huawei, Xiaomi, Apple, vivo and oppo accounted for 91% of sales, The same period last year, this figure is only 79%.
This also shows that the Chinese market share continues to focus on the head manufacturers, on the other hand, some other brands are constantly being squeezed, smaller companies living space getting smaller and smaller.
Dominic Sunnebo, head of Kantar's global business unit, commented that the growth momentum for Chinese brands such as Meizu, LeTV, Coolpad, ZTE and Lenovo has suddenly ceased, with many brands targeting 1% of the market while Samsung's performance in China continues Landslide, its market share is currently only 2.2%.
This situation is not friendly to return to Sharp.Market is increasingly saturated, replacement users want to replace a better cell phone, will be very concerned about the brand.More major manufacturers have more money invested in products, Channels, marketing, and Sharp mobile phones have not yet profitable, still in the investment stage.
'Earlier we were optimistic about Sharp's mobile phone brand positioning point of view, now Sharp mobile phone brand perception in the user is not enough.' Luo Zhongsheng that the brand is very important and even fatal, but the brand's accumulation also requires 2-3 Year time.
But he is still very confident in Sharp's ability to innovate. 'We will introduce new products in January than the industry leader 3-6 months. The sales volume of S2 is not good enough. It is not good enough for the brand, Time, a long way to go.
Extend the product line
According to Sino's data, after Sharp entered the Chinese market for the second time in 2008, it launched 27, 10 and 27 products respectively in 2010 and 2012 and left a legacy in 2013 to withdraw from the Chinese market.
2017 Sharp launched a total of three mobile phones in the Chinese market next year, consumers are likely to see more of Sharp products. Luo Zhongsheng said that the future will be more complete product line, not only will launch innovative products, will launch a full range products. 'we still believe that shaped screen is configured in high-end products, 18:9 screen is configured low-end products. we will also introduce 18:9 screen product as soon as possible, the price of the product will do 2000 Yuan below 1000 yuan.
For Sharp mobile phones, next year's core is to gain a firm foothold in brand influence. 'This requires both innovative products but also a certain amount, we urgently need innovative products to match the brand, but also need to increase the share to expand brand influence, This is why we have to do a full range of products. "Luo Zhongsheng explained.
In fact, it is quite difficult for the new brand to impact the market through product innovation in the highly mature mobile phone market, and Luo Zhongsheng will see a new phase in the next few years. After the full screen, the 3D camera, AI, AR applications in the phone are the future innovation force.
Channels, Sharp as a new brand of mobile phones will still adhere to the online-based, offline focus will focus on provinces to do some samples.In addition, through the fan circle operations, marketing and drainage, and Sharp TV and other ways to strengthen the brand Construction.
For Luo Zhongsheng, who is more familiar with overseas markets, he judges that mobile phone manufacturers will have more competition next year in neighboring countries in China, India and Southeast Asia may face fierce price competition, local brands will disappear sooner, and Samsung's site in these places Will be compressed.
He also introduced Sharp mobile phone brand has just returned to the current four countries in Vietnam, Thailand, Malaysia, Indonesia has been the layout, next year will also be the same as the Chinese market, by expanding sales and enhance brand influence.He believes that as an international brand , The future overseas market will occupy at least 60% or more of the share.