ZTE talks about 4G road: seeking sustainable development in competition

The 4G boots landed, the industry showed a commotion, but there are also companies in peace of mind, seeking steady development in the transition.

"For ZTE mobile phones, I think that in the past two or three years, ZTE mobile phones are also the most difficult two or three years. How to achieve sustainable and healthy survival and development has become very important. Survival and development must first survive and not survive. I can't talk about development. Under such circumstances, I will be out of the game with a little carelessness." He Shiyou, executive vice president of ZTE Corporation, said in an interview with Tencent Technology.

Target 60 million smartphones next year

As of the end of this month, ZTE Mobile completed nearly 40 million smartphone shipments worldwide in 2013, which is a certain distance from the targets set at the beginning of the year.

In this regard, He Shiyou said, "The goal of 40 million is slightly different from our beginning of the year, but I think it is still in an acceptable range. Next year's planning of smart phones worldwide will reach 60 million."

From the first half of this year, ZTE is still the fourth largest mobile phone manufacturer in the world, with shipments increasing by more than 50% year-on-year, but its market share in China has declined.

Regarding scale and growth, He Shiyou also has his own views. He believes that the development of the Great Leap Forward will hurt the mobile phone manufacturers themselves and the entire industry chain. Therefore, ZTE made some adjustments in the second half of this year and made some abandonment in the low-end products. This is also the direct cause of the decline in the Chinese market.

He Shiyou emphasized that “this market has some irrationality, which is not unrelated to the extensive development of the industry and vicious competition. Therefore, the goal next year is to strike a balance between scale and profit, emphasizing a sustainable and healthy development of."

How to achieve sustainable development? First of all, you must hold your breath. He admits, "The profit of this market has been left by Samsung and Apple. This means that the remaining mobile phone manufacturers have to survive and seize the market share. The competition is naturally very cruel, so under such circumstances. Who is not calm, it may be out of the game. Like fishing, the fish may be hooked soon, but it is unsettled and the fish is caught by others.

As we all know, China is the most competitive mobile phone market in the world. There are a large number of domestic mobile phone manufacturers, and they love to fight price wars. Adding to the Internet business spoilers of the new play, even in the huge 4G era, it is not easy to survive.

It is not difficult to see from the words of He Shiyou that in the 4G era, ZTE will take a balance between “scale” and “profit”. Among them, 4G thousand yuan machine and medium and high-end models will become the "point of focus."

He Shiyou, Executive Vice President of ZTE Corporation

He Shiyou, Executive Vice President of ZTE Corporation

Push 4G thousand yuan mobile phone in the first quarter of next year

All kinds of signs have already indicated that next year's 4G market, the thousand yuan stalls will be the place where various terminal mobile phone manufacturers strive.

"In the smart phone market, the model with the price of 1,000 yuan is the most demanding, so all manufacturers are currently preparing 4G thousand yuan machine." He Shiyou revealed that ZTE plans to launch a 4G mobile phone with a price of 1,000 yuan in the domestic market in the first quarter of 2014. .

According to China Mobile's terminal development plan, 3G terminals will still be the mainstay in 2013. In 2014, 3G and 4G terminals will be combined. In 2015, we will fully push 4G terminals and achieve comprehensive coverage of high, medium and low-end products.

Obviously, China Mobile has waited for a few years to wait until 4G. At present, there are some people who can't wait for it. The popularity of thousands of 4G mobile phones can make the number of users rise rapidly. Now China Mobile has nearly 600 million users who are using mobile phones that cannot access the Internet. This part of the user migrated to the 4G network to stabilize, and then slowly cultivated.

Although various mobile phone manufacturers have indicated that they will push 4G thousand yuan smart phones, they must also look at the actual performance of operators and the market. In this regard, He Shiyou said, “The current 3G market is the largest market. From the perspective of the entire industry chain, the development of 4G services is going to enter a rapid development. It is very important for the terminal to achieve thousands of yuan. The test. ZTE will launch a thousand yuan file according to the situation of this market, but the most important thing is the delivery of the industry chain and the whole cost, as well as the network coverage.

At present, China Mobile's 4G network coverage is accelerating. Take Beijing as an example, it has been extended from the original three-ring coverage to the fifth ring.

In addition, as part of next year's plan, ZTE will invest in "wearable" technology, including smart watches and glasses. According to Shiyou, smart watch products will be released in the first quarter of next year, and other wearable technologies, such as glasses, will take longer to develop. Analysts estimate that wearable devices will enter the Red Sea market immediately following a similar path to smartphones.

According to the data, in 2013, ZTE sold a total of 16 4G mobile phones and 12 mobile broadband terminals worldwide, and nearly 30 products were sold globally.

According to ZTE's plan, in the next three years, ZTE's 4G mobile terminal shipments will reach 50% of ZTE's overall shipments. Domestically, the target of 4G mobile terminal shipments in 2014 reached 30-40%, and strived to reach 50%. Enter the top two in domestic brands.

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