Electronic enthusiasts eight o'clock in the morning: Less than two years after its establishment, another mobile phone brand ZUK was canceled, and Lenovo mobile phones seem to have lost on the way. Since the three major operators have reduced mobile phone subsidies, Lenovo mobile phones, which rely heavily on operators' channels, have never seen up. The successive acquisitions of Motorola, the launch of new brands, and personnel changes have failed to bring Lenovo back to its peak. In the increasingly fierce market competition, it is unknown whether Lenovo mobile phones can continue to be retained in the future.
According to relevant sources, Lenovo's ZUK mobile phone brand will soon officially end its operation, and the brand will not push new products. In the future, ZUK will customize ZUI for the domestic Moto mobile phone in the form of software, and the mobile hardware release will be cancelled.
In this regard, Beijing Business Daily reporters contacted the relevant person in charge of Lenovo Group and Lenovo mobile phone, as of the time of publication, did not respond.
However, the Beijing Business Daily reporter found that Weibo netizens had a slap in the face: "ZUK/ has come in a hurry, and has been in a hurry/how much sadness", praised by "ZUK official Weibo" and commented With a sad expression. Although Lenovo did not respond positively to the news that the ZUK brand was abolished, it confirmed the accuracy of the news from the side.
Some media and a member of the ZUK founding team conducted a verification. He said that the ZUK brand was abolished as early as 2016, and said that it was decided before the release of ZUK Edge. This is also confirmed by the previous statement of Lenovo CEO Yang Yuanqing: "Future brand integration will be further strengthened, Moto will be the only brand of our future smart phones."
ZUK has been in existence for less than two years since its inception. The brand was born on May 28, 2015. It was born in the magical workshop with Chen Xudong (president of Lenovo China at that time) as the legal representative. According to the analysis, Lenovo hoped to build intelligent hardware products, especially mobile phones, with Internet thinking, so ZUK was born. ZUK is included in the three major product lines of Lenovo mobile phones: Moto is targeting the mid- to high-end market, Lenovo ZUK is targeting the mainstream consumer market, and Lenovo Music is targeting Internet users.
ZUK's first smartphone Z1 was officially launched in August 2015. The price was 1799 yuan, the main price/performance ratio, and the UI interface changed Lenovo's old style. It won the first fans for ZUK. Since then, ZUK has successively cooperated with Huang Wei and Jin Xiuxian. Star signing promotion, and launched Z2 Pro in April 2016, continue to accumulate fans. According to the feedback from netizens, the user feedback of ZUK is not bad. The ZUI equipped with the good interface design and function has been favored by many users. The update speed of ZUI Android version has also been well received.
Rise and fallHowever, the time when ZUK was born has already missed the slogan of Internet mobile phones. At that time, mobile phone brands such as Xiaomi and Huawei have already occupied a large market share. Today, the problems faced by the Internet mobile phone market are also emerging.
Zhao Ming, the president of glory, analyzed that in 2017, some brands of Internet mobile phones were exhausted, and the industry was full of bad behaviors such as “mutual black†and “boastingâ€. What is even more so that the industrial design of brand products was nakedly copied, and the Internet mobile phone industry became confused. status. All Internet phones, including ZUK, need to face these challenges.
Of course, the market environment is only an objective factor for ZUK's ban, and Lenovo's own flaws are the most fundamental reason. For the reason for the abolition of ZUK products, the original ZUK insiders revealed that Lenovo’s mobile phone business has suffered consecutive losses, and only one of ZUK and Moto brands can be selected. In contrast, ZUK’s KPI assessment is unqualified.
Ten years ago, "China Cool Alliance" was once the hottest domestic brand in the domestic mobile phone market. With the operator channel, Lenovo and the other three brands together occupied the top rankings of the market. At that time, Lenovo 80%-90% The mobile phone business relies on operators. However, in June 2014, the State-owned Assets Supervision and Administration Commission requested the three major operators to reduce marketing costs and proposed a three-year reduction of 70% of marketing expenses. The total pressure drop was close to 40 billion yuan. At that time, mobile phone subsidies accounted for operators' marketing expenses. The proportion is close to 90%. Lenovo can only change its marketing strategy and reduce its dependence on operators through e-commerce platforms. This has also caused Lenovo's poor performance in the mobile phone market in recent years.
In order to save the mobile business, in January 2014, Lenovo acquired Motorola's mobile business from Google (microblogging) for US$2.91 billion, including more than 2,000 patent technologies, hoping to open the international market for Lenovo.
Backfired, Lenovo's acquisition of Motorola, not only did not drive the mobile phone business and performance, but was dragged down, Lenovo's second quarter of 2015-2016 fiscal year total loss of 714 million US dollars, this is the first time in six years, Lenovo suffered quarterly losses. Until now, the performance of Lenovo's mobile phone business is still the company's biggest "heart disease." In February of this year, Lenovo Group announced the third quarter of fiscal 2016: total revenue was 12.169 billion US dollars, down 6% year-on-year; net profit was 98 million US dollars, down 67% year-on-year. Among its three main businesses, only the PC and smart device businesses are in a state of rising revenue and increased profits, while revenues from both mobile and data services are declining and are at a loss. The mobile business accounted for 18% of the Group's overall revenue, with revenue down 23% year-on-year to US$2.185 billion and a 15 year-on-year decline.
Brilliance no longerIn recent years, Lenovo's strategy to solve the dilemma of the mobile phone business is to constantly do addition and subtraction. Lenovo has successively launched Vibe, Music Lemon and ZUK in sub-brands, but each brand has not been long-lasting; in terms of models, in 2015, Chen Xudong, then president of Lenovo Mobile Business Group, said that Lenovo has already cut More than half of the models that don't make money.
As the mobile business has not been revitalized, Lenovo’s personnel turnover in the mobile business has also surprised the outside world. In 2013, Yang Yuanqing issued an internal mail announcement that Liu Jun was responsible for the Lenovo business group including Lenovo's computer and mobile business; on June 1, 2015, Yang Yuanqing announced that Liu Jun had left the original position, and his position was replaced by Chen Xudong; in 2016, Joe Jian began to be responsible for Lenovo's mobile business; in February this year, Lenovo Group announced that the former general manager of the China Mobile (microblogging) communication group terminal company Zhejiang Branch will be the vice president of Lenovo Group, responsible for MBG (Mobile Business Group) China Channel sales management work.
It is understood that compared with the sale of 15 million mobile phones in China in 2015, the performance of Lenovo Mobile in the Chinese market fell directly by an order of magnitude in 2016, only sold more than 3 million mobile phones, and the sales ranking has already reached 10 out. The performance can't even catch up with the 360 ​​phones that came later.
Chen Xudong once said that it is expected to use two to three generations of Motorola and ZUK mobile phones to re-launch the Lenovo mobile phone brand to the leading position in the mainstream price, which may take two years. At the time, the vice president of Lenovo Group and the chief user experience officer of the mobile business group also pointed out that quality, brand and channel will be the troika of Lenovo's future development.
However, ideals will eventually be no match for reality. ZUK has been abandoned, and it is not known how long MOTO can last. It is reported that Motorola has been empty, the former Motorola President and CEO Rick Osterloh and the former Motorola design department head, chief designer, the soul of the design department JimWicks have left. As the soul of Motorola's design department, Jim Wicks has designed a number of Motorola mobile classic models, including Moto G, DROID and 2003 classic RAZR clamshell models, as well as RAZR, DROID, Moto G and Moto 360 smart watches. A lot of excellent products.
Industry observer Hong Shibin believes that even if the ZUK brand is abandoned, Lenovo's mobile business is still difficult to get rid of the downward trend. Today's smart market has already shown an oligopolistic competition. Moto is hard to make efforts, and Lenovo is hard to have another chance. In the high-end market, there are Apple, Samsung, Huawei, OPPO, and vivo; in the low-end market, there are not only companies such as Xiaomi, Meizu, and Coolpad, but also new mobile phone brands such as Jiajia and 360. Samsung and Apple still have obvious advantages in the entire industry chain, and they have an advantage in the high-end mobile phone market.
Currently, the entire Lenovo Group's revenue is more dependent on PC and smart device business. According to the financial report, the company's personal computer and smart device business revenue accounted for about 70% of the group's overall revenue. Since the PC business has been called the sunset industry in the industry, Lenovo has proposed a diversification strategy to reduce the risk of the main business relying on PC. However, the industry believes that this strategic effect is not obvious.
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