Magic factory was founded in the end of 2014, most of outside interest, may not be how it will launch cell phone, but with the associative property behind. Last August, ZUK first generation phone Z1, best to keep "alone" attitude, but less than a year, ZUK surprisingly returned to the Association.
ZUK after the handover did not delay release of new mobile phones, launched the Z2 Pro and Z2. The afternoon of May 31, Z2 after the announcement, Lenovo Vice President, MBG (Lenovo mobile business group) product development General Manager Chen Yu of China, Lei Feng network (search for "Lei feng's network", public interest) explained the "running away", and "return".
Why the return is "the right decision"?
Earlier this year, Lenovo mobile business management made significant adjustments in China appears for the regression foreshadowed later ZUK. Lenovo Group Senior Vice President, mobile business group President and Management Committee of Motorola Xudong Chen, acting General Manager of Lenovo mobile business in China. Before long, Lenovo announced a high profile ZUK return messages. The reason, he has indicated to the media that:
"ZUK was the establishment last year of the most correct decision, but the right decision is to make it back to Lenovo's platform. "
"Big brother aura" say anything, of course, but better than most right, this logic is baffling. As one of the performers, Chen Yu obviously have a better view on the matter:
"On the one hand, Association internal ups and downs over the past year think ZUK products do well, Z1 is a good product, has its own reputation in the market, has its own fan and also have a good competition. "
On the other hand:
"Lenovo's marketing system is mature, its funding, its supply chain and more powerful, we combined both can play a greater role. For these reasons, we have such a regression is actually merged. " Paul Frank iPhone case
But Lenovo's own advantages in ZUK has prior to the establishment, and ZUK's team is from the Association. Against this background, ZUK why to select "Save"? In response, Chen Yu said: Paul Frank iPhone 5 Case
"The market itself is changing. Is the ability to prove our product over the past year, with the development and changes of the market, we feel that if you want more immediate success, will choose the other way around. "
That's to say, "leave" in order to better return, ZUK, a "prodigal son", is simply trying to use the product to prove himself. But if it is true, that has an embarrassing problem emerged: "run only to make a good product? "Chen Yu answer thought provoking.
"We now serve as Lenovo's handset business product development team, and now the team is different from Lenovo's research and development team. One of the big reasons is that turns out to be global architecture firm, many product development must be taken into account in different parts of the world, different user needs. "
And more importantly,
"Chinese users are the most critical, of product experience and the prices are very picky, and globalization architecture is often hard to grasp the China users demand. And working with foreign colleagues, it is actually more difficult to communicate. "
ZUK has a say?
In fact, ZUK cause of independence had to concentrate on product development, not only because Chen Yu mentioned the issue of the globalization framework, also is unable to make use of the Association's existing channels and resources. Last year, ZUK, primarily through the Internet, online sales, and not rely too much on Lenovo's existing offline channels.
Chen Yu says:
"As a new brand, it impossible to establish channels for a long time, nor the energy, while using Lenovo's online sales channel, heavier advertising delivery, capital investment and formulate a comprehensive sales and marketing plan, is not a simple use of resources. "
Current ZUK now seems to be more human and material resources to promote offline channels, as Chen Yu described "now Lenovo, China Mobile phones businesses is a big first for ZUK", and market recognition of ZUK brand mobile phones might come within the Association have more right to speak.
In the sales channel, ZUK will continue to remain on the line this year, and issued on line. At present, in some major cities, airports, ZUK ads have begun, then will step up promotional efforts.
How Lenovo's three mobile phone brand mobile business?
ZUK's return is not only able to make full use of the Lenovo has some resources may also help Lenovo reshape mobile business.
Not long ago, Lenovo reported (as of March 31, 2016), which shows the 2015 fiscal year, Lenovo's global smartphone sales fell by 13%, sold 66 million units. While Lenovo's share of the global smartphone market fell by 1.1%, and 4.6%. For Lenovo, reinvent mobile phones businesses is a priority.
ZUK after reunification, Lenovo's mainly include three mobile phone brand: MOTO, ZUK and lemon. Main MOTO more high-end international market, ZUK bias in the domestic high-end users, while the lemon for the low-end market. Initially for "heavy users" ZUK Z1 is also not limited to young people, said Chen Yu,
"From the back of the data, the Z1 has a lot of not so young white-collar users. White-collar in Z2 Pro, will get some female users, Z2 emphasizes practical, more concerned about bias some price-conscious users. "
Three mobile phone brand there will be competing over the same period, Chen Yu, "said Meng and ZUK price much worse, Le lemon, at the present time there is no new product launch. ZUK and MOTO both configurations simultaneously, or system, there are some differences, belonging to different products. MOTO is longer than ZUK history mobile phone brand, to attract unique people ", so" not worried about the brand there are too many overlapping or conflicting ".
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