Li Feng semiconductor Giants are transition to
Chinese mobile phone companies, to enter the United States is a matter of the mobile phone market, this is a sign of strength, is also an integral part of the war on the roads of globalization. ZTE, Huawei, cool, Lenovo, millet, TCL, major manufacturers such as HTC, or has been in United States markets, or are doing. Win United States mobile phone market is not easy, because faced with three strong lines, China Mobile phones businesses, almost breaking through every difficult.
Defense: operator channels accounted for 95% of the market share
Japan and South Korea, the North American cell phone market is similar to all operators dominate. In the United States, operator 95% share phone sales channels. Wanted to get into the United States market and occupy the first and United States carriers on good terms, especially the four carriers: Verizon, and AT&T, and Sprint and t-mobile.
The typical mode of Chinese mobile phone companies to cooperate with overseas operators are foundry, not to highlight their brand. ZTE, Huawei, TCL is coming. These three have opportunities for cooperation, because the acquisition of Huawei and ZTE, TCL Alcatel communications background, operational cooperation with operators closely, this is the advantage compared to other vendors. Three different levels of cooperation. According to ZTE handset with four big carriers have good relations of cooperation, has launched nearly 80 phone for more than 10 years, sales in the United States market in fourth place, after Samsung, Apple, LG, ranking second in the prepaid market, behind Samsung. Huawei, TCL (Alcatel), sales of smaller. Cool Alliance began small and medium operators operators acquired by t-mobile in the MetroPCS,2013 years, Hyundai has also embarked on United States carriers Foundry road.
Operator channels more difficult to go outside, but it is not interested. If Huawei and millet were ready to start from the e-commerce channel. Millet intelligent hardware sales for the time being, there is no mobile phone. Huawei is by way of electrical contractor, another way to increase sales and brand, transition from OEM.
Brand defense: transition from OEM to brand is not easy
Com Score data research firm, says a study in the United States market, Samsung and Apple is a true leader, the two share totals nearly 70%, together with LG, form the core of brand strength. United States carrier China Mobile, mostly out of a cheap, brand and other considerations. High premiums relative to Apple, Samsung, mobile phone manufacturers in China for a long time in the United States is still difficult to make money in the market.
Starting in 2013, China Mobile phone manufacturers started the battle of brands in overseas markets. Typical representative of ZTE, Huawei and Lenovo. ZTE has two years and about the Knicks team, the Golden State Warriors Houston Rockets NBA three team deal, sports marketing. In 2013, the Houston area survey, ZTE handset brand rose to 16% from 1% only, and in New York, San Francisco and other areas reputation also has risen sharply. In 2014, the ZTE Smartphone in the United States shipments surged more than 50%, beyond the Smartphone with an overall average level of growth of the company 20%. At present, the United States all ZTE Smartphone on the market plays a ZTE Logo on products. ZTE and custom phone ZTE Rockets Houston Rockets Phone was snapped up in the United States, Zhong XING’s flagship model will be introduced in the second half, there were even rumors is the NBA mobile, despite official denials, but can still be helpful to see the NBA sports marketing, ZTE’s brand.
It can be said that ZTE has achieved great success in sports marketing. This success not only in the United States market, because the NBA global concern, the sports marketing up ZTE’s brand on a global scale. ZTE United States company CEO Cheng Lixin said, at least this year will sign a NBA team, for their endorsement. ZTE set a target of 2017 to become United States TOP 3 Smartphone vendor.
Huawei’s overseas brand strategy by sports marketing, sponsored Italy AC Milan and Germany in Dortmund, Paris Saint-Germain and other top European football clubs, which makes the Huawei brand in the European market has increased significantly, but in the United States had little effect on the market. Lenovo via PC and Tablet PC sales, in the United States market has a certain reputation, but on the phone are hard to conform, Motorola, United States open brand sales.
Patent defense: former giant HTC was defeated in Waterloo
United States attaches great importance to patent protection, manufacturers such as Samsung, HTC have eaten earlier patents. HTC’s once illustrious record of the industry, from us $ 31.9 billion in market value in one fell swoop, more than business for half a century for the first time mobile phone Giants Nokia, to smartphones in the United States quarterly sales surpass Samsung and Apple, gorgeous view. But beginning in 2010, in the United States markets experienced patent wars, Apple is suing HTC for patent infringement to ban HTC in the United States to sell the Smartphone. After nearly two years of patent war, exposed the weakness of HTC, also dragged down from the peak sales, so far in the United States market, HTC is a sales downturn.
Mobile phone manufacturers in China, to focus on the accumulation of patents is ZTE, Huawei and Lenovo. Huawei is “Exchange of patent law”, since the beginning of 2006, with the European mainstream operators set up 18 joint Innovation Center, which for its communications and basically wiped out the patent on the obstacles to the development of the Terminal. By 2014, ZTE is China’s only international patent applications for 5 consecutive years of the world’s top three enterprises, patent accumulated applications of more than 60,000. Early resurgence in the United States take a number of patent losses, now is focused on patent construction, light stars 2nd patent more than 1000 items. Lenovo mainly take the form of purchases, such as the beginning of 2014 acquired Japan company NEC phone patent, then to $ 2.91 billion from Google’s acquisition of Motorola’s mobile phone business, patented.
Millet and other mobile phone manufacturers because of the late start, accumulated in the patent is not much, in the process of going overseas, will have more and more trouble, this may be delayed in the United States with one of the reasons.
In addition, there is a safety line, but it is not applied to all the companies. From the above analysis, we can see that on the channel, brand, patent, Huawei has great inputs, but its United States sales are not optimistic on the market, this is the main reason behind United States security concerns that Huawei on United States national and market would pose a security threat.
We can see that resurgence in the United States fight for the most successful on the market, many experience other handset makers. Associative way expand the market through the capital, may not be a solution.