'After the Nokia logo flashed, although there is no handshake, it is still very familiar.'
On the afternoon of July 18th, HMD released the Nokia X5, the second product of the Nokia X series online. After a short introduction to HMD Greater China product general manager Che Xiangguang, a talk show about the new product on-site evaluation followed. Staged.
The protagonist of the evaluation is the platform launched by the papi sauce team, the founder of the public name 'Bigger Institute' of papitube. The words of the first is from the mouth of the 'master'.
The Nokia brand and its unchanging power-up soundtrack, for the 70s, 80s and even after 90s, belong to a configuration with growth; due to its 'resistance', 'long standby time' and other labels, often for business The first choice of people. This is also the origin of 'familiar'.
Since December 2016, after Nokia signed a strategic licensing agreement with HMD, executives have customized themselves as 'startup companies', and the way Nokia products play in the Chinese market has changed.
21st Century Business Herald reporters combined with statistics from a number of third-party agencies found that Nokia's market share in China is mostly concentrated in the thousand yuan machine position, and online sales as the main channel; Inviting net red to participate in the communication shows that the current main young User's ideas.
At the launch of the new product, Che Xiangguang also said, 'We hope that not only will everyone enjoy the smooth running of the game, the high-quality mobile phone experience, but also the good mobile phone that will cost you to buy this price segment. . '
Of course, in the long run, the thousand yuan machine is not the whole market targeted by HMD, but it is only the starting principle in the 'start-up' period. Nokia's new machine is not slow, and there are 21 products since its operation for 18 months. HMD Pekka Rantala, global executive vice president, previously announced that Nokia sold more than 70 million units worldwide in 2017.
But the challenge is still grim. China, as its number one market in the world, is entering the battle for stocks. The heavy push of the head brand online often makes it difficult for small and beautiful brands to fight. How does the century-old brand from the Nordic stand firm in China? Share, still have to withstand the test of time.
Fight for the Chinese market
Before the release of the new machine, Che Xiangguang first published a set of data: During the '618' period, Nokia's mobile phone sales in the Jingdong platform total ranked ninth; Suning Tesco sales total ranked fifth in the line, offline eighth; Cat brand sales ranked eighth, the first growth rate in the same period.
HMD's emphasis on China's online market is evident. According to data provided by Nobel Consulting CEO Li Rui to 21st Century Business Herald, Nokia ranked 13th in China's mobile phone market in June, compared with 20 in May. There is a big leap forward.
'This is mainly benefited from the 618 e-commerce promotion, but for the time being this market share is still difficult to stabilize, but also need to wait for non-large e-commerce promotion day to observe again.' Li Rui explained to reporters that the advantage of e-commerce channel lies in concentration Higher degrees, such as Jingdong and Tmall two platforms can occupy a large proportion of the total e-commerce platform, while e-commerce platform also needs high-profile new brands to bring new value.
According to the reporter's understanding, HMD's current e-commerce channel in China, in addition to the above three platforms, also built an official mall through WeChat small program. The offline channel is also gradually expanding, for example, it is an online and offline dual channel cooperation with Suning.
Specific to the products released in the Chinese market, including two main lines, one is to synchronize with global products, will bring China to the right; the second is the X series designed for the Chinese market. This release of new products belongs to this .
Launching new products for the Chinese market, originating from China is Nokia's first important market in the world. This is also the origin of HMD's previous establishment of a 'global future laboratory' in Shenzhen. According to the plan, the laboratory will absorb leading technologies and talents from around the world. Explore more cutting-edge technologies.
Previously, Xu Lixin, general manager of HMD Greater China, explained, 'I set up a laboratory in Shenzhen because I think I should be completely immersed in the Chinese market. Don't carry too much aura in Nokia. The most important thing is to seize consumers immediately. Psychology. 'X series is Nokia's mentality to seize the young people of China's online generation, and then immediately become a product practice.
'At the moment, I think this is right. If you try to make a premium with the brand, selling feelings will not be a good way. But at the same time, you should pay attention to the brand awareness of the target users. After all, the young people in the Chinese market prefer to use the new brand. . Li Rui told reporters.
At the same time, Li Rui analyzed that in terms of strong functional machines, Nokia has a stable share of 3%-5%, and the function machine is more profitable.
Gartner research director Lu Junkuan told reporters that Nokia should quickly return to the Chinese market. Online should indeed be the first step. Of course, under the new retail tide, omni-channel coverage is king. 'I think if you can get it in China first 5% of the share, stand firm and talk about the price, is the direction that can be considered, the Chinese market will not be able to support the sales of 30 million units. Of course, it is still necessary to return to the product, to expand in the Chinese market, or to product, marketing, Channels promote together. Nokia still has a long way to go in China.'
Diversification pace
Jumping out of the Chinese mobile phone Red Sea market, looking at the world, Nokia's performance seems relatively more eye-catching.
For example, in India, according to the statistics of the First Mobile Phone Research Institute, the online market function machine brand sales ranked first in Nokia, and at least 4 models are in the best-selling list of TOP14. In the online market of Singapore, Nokia brand mobile phone sales ranked eighth. The best-selling model is the 8110, which is a function machine.
This is one reason why Nokia can gain a foothold in emerging markets. The Chinese headphone brand is not involved in the functional machine market, but in countries and regions including India, South America and Africa, the market share of functional machines is nearly half or even more. high.
Pekka Rantala also frankly said that in the past, Nokia's functional machines accounted for a high proportion. In the 16 months since its inception, Nokia has released nine smart phones and seven feature phones. However, last year's 70 million units of sales, 'smartphones Sales exceeded expectations, and the growth rate of our smartphones is much higher than that of feature machines.'
According to HMD's previously published data, in the fourth quarter of 2017, it sold a total of 4.4 million smartphones, accounting for 1% of the global market share. 66% of its global consumers are young people.
In emerging markets, with the gradual development of smart phones, when future users consider switching from functional machines to smart phones, they naturally choose the Nokia brand and become a potential growth space. Since originating in Northern Europe, the Nokia brand is born in Europe. The market has a certain advantage.
According to Pekka Rantala, Nokia ranks first in the global market, followed by the Indian market, the third in the Russian market, and the European market is dominated by Germany and the UK.
According to data provided by the Jibang Consulting Semiconductor Research Center, in the first quarter of this year, Nokia’s total mobile phone production was about 4.3 million units, which is expected to increase by 16% in the second quarter. It is estimated that Nokia’s 2018 annual growth rate of mobile phone production is expected. Up to 65%, the global market share is about 15%.
The agency also believes that Nokia should take the lead in market strategy, stabilize its position, and then ask for profit. It is based on low-end products with wide demand but low profit, and strives to be among the top ten brands in the world. Take a place.
Of course, Nokia is not willing to focus on the thousand yuan machine market. Previously, Xiang Xiangguang said that the X series is not a thousand-yuan positioning. In the future, it will cover the full price segment. This is something that smartphones must do. According to the introduction, at 5G. 4. Nokia also has deep cooperation with Qualcomm.
For the current Nokia, steady and steady is the best policy. In the upcoming AI and 5G wars, Nokia has not slowed down. Its smart machine has been equipped with certain AI functions. How will the century-old brand future market? If you take the road wide, you need to observe it for a long time.