The world brand laboratory (http://brand.) Message: "please call us ' Sony Ericsson ', or ' Sony Ericsson ' instead of ' Sony Ericsson '. "Sony Ericsson mobile communications products co., Ltd. China district supervisor Lu Jian sheng, first appeared in the media, they chose a different opening. He just took three months.
Prior to this, Sony Ericsson (China) leaving the crisis occurred high-rise. Former CEO, Gunilla, Vice President, Li Yuan, Ning shuyong, Wang Shan-Chai and others have left. 4 September, the Sony Ericsson Global CEO mareuse · Flint equally unexpected retiring.
Sony Ericsson?
"As far as I know, they are leaving because of personal reasons. "In the business news, interview, Lu Jian Sheng deny Sony Ericsson China district executives leaving was" part of the strategic adjustment ".
He did not want to explain why the adjustment and Sony Ericsson to adjust the details. However, some market data reveal clues.
The company's second quarter results show that mobile phone shipments grew 59% market share over the same period last year an increase of more than 3%, the current market share of more than 9%. Before the it: Nokia 36.9%, Motorola 14.6%, Samsung 13.4%.
You can see it on the whole, still retains its strong growth. However, it is precisely for this reason, it reinforces the outside world for Sony Ericsson adjustment strategy.
From 2001, Sony and Ericsson merge cell phone business, Sony Ericsson as an emerging brand quickly became one of the world's top four brands, one of the first in the Nokia, Motorola, Samsung, and raised in 2008 into the world top three. In accordance with the current growth rate, complete the target is not impossible.
But the company's China market performance seems to be not very satisfactory. Analysys International data show that the second quarter, the domestic handset sales total $ 3485 million, including Nokia, Motorola, Samsung's market share respectively 29.5%, 18.5%, 10.8%, and Sony Ericsson ranked fifth, with 5.5%, after whose local brand association.
Lu Jian-sheng, able to grab market share, improve ranking is a good thing, but will not be deliberately pursue digital. He stressed that the headquarters for the Chinese market into a large, established a joint venture plant in Beijing (global unique AC production base), it is because of the Chinese market have better prospects. He said he would "jurisdiction within the region, in line with global targets."
But the reality is that the company's second quarter sales growth came mainly from Latin America, Western Europe and CEEMEA (Central Europe, Eastern Europe, the Middle East and Africa) market share of the Chinese market rankings and performance at least behind the global average.
"Brand awareness and lacking"
From June 3 months since he took office, Lu Jian sheng has called on Sony Ericsson (China) of distributors and dealers, the company's current status, problems and improvements in the understanding of their own.
"According to our research data, Sony Ericsson in brand awareness, and top competitors, there is still a certain gap, we have increased the space. "He said. But he did not reveal the disparities in the number.
In his eyes, this is the Sony Ericsson only is insufficient. "In the product itself, as well as product quality aspects", "you can deal with any competitors."
But this is his first appearance on the corrected before the name "Sony Ericsson" brand. He said that the Sony Ericsson incorporates Sony Ericsson consumer electronics and professional communications vendors brand connotation, that other brand incomparable advantages, "Sony Ericsson" could not accurately conveyed.
Lu Jian Sheng explained that the reason why brand term known degree than the opponent, one important reason is that the new products launched at the "energetic" enough, subsequent brand and marketing are not focused on, this will be his next focus.
Lu Jian Sheng so pay attention to the brand and brand awareness, and work experiences. "Hong Kong SAR consumer awareness and acceptance of new products are rather quickly, but once the selected brand, will not be sales of the change, the high brand loyalty, and the Chinese mainland consumers with quite different. "He said.
Before coming to Sony Ericsson, he has served in Ericsson as long as 13 years. Last July to June of this year, he served as Motorola Hong Kong and Taiwan area mobile terminal business unit General Manager, to the Hong Kong Special Administrative Region communication market very well.
However, the Hong Kong market, after all, there are very different from the Mainland. As a main, high-end market brands, Sony Ericsson if taken in the Mainland and Hong Kong, Taiwan market strategy is clearly not enough wise. Especially the "Sony Ericsson" this name has become China's mainland consumers on Sony Ericsson's "alias", Lu Jian hygiene promotion full name, may affect the rural market marketing efforts.
Lu Jian-sheng, "Sony Ericsson" brand impact of upgrading, but on the third and fourth level market with good driving role and, therefore, be beneficial to expand market share in the countryside. The world brand laboratory [brand.]
"We are in the low end market and competitors have gaps, but the quantity is not the main reason causing gap, the situation is in the low and ultra low-end share is constantly expanding, but we are more concerned with different prices paragraph share continue to seize the Chinese for-machine markets, in the middle and high-end markets to expand our share, this is our strength. "He said.
For upcoming TD-SCDMA business opportunities, the company than rival Samsung, LG, Motorola, Nokia is much more to be cautious. Lu Jian sheng says, wait for 3 g licenses down or operators clear management direction, the company will develop products according to market needs
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