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Japanese electronic products, known for their high quality, once led the world in the 1980s and 1990s. At that time, almost all the best electronic products came from Japan: radios, walkmans, game consoles

Time has changed. In the era of mobile Internet, not only Apple and Samsung have entered the Japanese mobile phone market, but also Chinese manufacturers who are good at conquering cities and regions have strengthened their offensive in Japan. When ZTE Mobile launched its flagship product in Japan, it invited Japanese singer Ayeyoshi Hirahara to attend the event, and recently renewed the contract with the Japanese baseball powerhouse Fukuoka Soft Silver Hawks baseball team. Behind the continuous strengthening of marketing and promotion is that ZTE mobile phones have made breakthrough progress in year-on-year shipments in Japan, and also won many awards.

ZTE mobile phones strengthened their offensive in Japan and gained a place

Set up Tokyo R&D Center for all-round localization operation

Since ZTE mobile phones entered the Japanese market in September 2014, it has released Axon Tianji series, Blade series, Spro series and other global products.

As a global smart terminal manufacturer, ZTE mobile phones have also made localized improvements in marketing, sales, market and other aspects in the Japanese market. ZTE Mobile has always maintained good relations with local partners in Japan, including mainstream operators such as Docomo, Softbank and KDDI, and released a series of customized products, which are popular with local consumers. Not only did it launch waterproof smart phone MONO with Docomo, but ZTE also launched children's mobile phones in cooperation with Softbank, and launched 4G call children's watches with KDDI in Japan.

ZTE Japanese customized machine MONO won several international design awards

In order to better integrate into the local cultural environment and deeply understand the needs of Japanese consumers, ZTE also established a research and development center in Tokyo in November 2015 to focus on 5G communication technology related research and development. The establishment of the Tokyo R&D Center not only greatly enhanced the R&D strength of ZTE's global layout, but also supported ZTE to establish partnerships with operators and academic institutions, providing strong support and guarantee for ZTE to explore and maintain value customers, and achieve win-win with users.

Control and improve quality, actively learn and absorb leading technologies

Compared with the domestic market, the Japanese consumer electronics market, which was unprecedented in the last century, seems somewhat closed. Mainstream Japanese mobile phone operators are still following the route of releasing new products twice a year and providing customized models by manufacturers. Although they will also choose to cooperate with foreign manufacturers, they are even more strict in product quality requirements than those in the United States and Europe.

In many project cooperation, ZTE's R&D engineers have also figured out a set of methods to control and improve quality - in terms of development: overcome technical problems to achieve balanced product indicators; In terms of quality: invest in the whole process of multiple systems, and increase the strength of sampling inspection; In terms of testing: innovation in technical ability, and finally a perfect answer sheet.

It is understood that ZTE's engineers, designers, and management have also come to the third party manufacturers to stay in the field, deeply understand the requirements of Japanese products, strictly control and improve the quality, and finally make the products have a firm foothold in Japan.

ZTE Mobile also actively learned and absorbed the advanced technology of Japan. Although Japanese consumer electronics products have gradually faded out of the public's view, LCD, sound effects and other related core technologies are still in the forefront of the industry. On ZTE Axon Tianji 7, the flagship product planned globally in 2016, ZTE cooperated with AKM (Asahi Kasei), a well-known Japanese audio solution provider. ZTE Axon Tianji 7 not only carries dual flagship HiFi audio processing chips, but also passed the commissioning of ordinary users, music enthusiasts, music school experts and professional recorders.

Products have won many awards, and ZTE's brand awareness has reached a new high

With the outstanding performance of software and hardware in HiFi sound effect, ZTE Axon Tianji 7 won the most authoritative Hi Res Audio high-quality audio certification in Japan, and this year won the Japanese authoritative audio-visual award - VGP2017 Summer Life Category Smartphone Category Award.

ZTE AXON Tianji 7 won the Japanese authoritative audio-visual award -- VGP2017 summer life category smart machine category award

The amazing performance of its flagship products has greatly enhanced the brand awareness of ZTE mobile phones in Japan. At the same time, ZTE mobile phones are also deeply rooted in the local operator market to jointly launch products. The joint brand MONO is a successful localization brand landing.

MONO is the first smart phone for in-depth customization by ZTE and Docomo for the first time. It is also ZTE's first waterproof smart phone. Since its launch at the end of 2016, it has won both sales and user evaluations, and has successively won the Red Dot Design Award IF DESIGN AWARD, GOOD DESIGN.

Mr. Jizawa Hehong, President of DOCOMO, awarded MONO Customized Machine Internal Quality Award

Through the excellent quality of MONO products, I changed my impression of Chinese products. The president of DOCOMO, Jizawa Hehong, awarded the internal quality award and highly praised the product quality of ZTE. ZTE mobile phones can gain a firm foothold in the harsh Japanese market, and will also bring better products and services to global consumers.