At the beginning of July, the authoritative media CNET Spain released a list of "the best mobile phones in 2017" on its official website. Apple iPhone 7, Samsung Galaxy S8, and Google Pixel XL were all on the list, while ZTE Axon Tianji 7, the flagship model of ZTE mobile phones in China, was also on the list.
Spain is the country with the highest penetration rate of smart phones in the European Union. ZTE mobile phones have been working for many years since it entered the Spanish market in 2008, and it has become one of the important manufacturers in the Spanish smart phone market. At present, it has achieved the fourth performance in the open market.
Judge the situation and open the door of European market
Like most European markets, the early Spanish mobile phone market was dominated by operator channels. In 2008, when ZTE mobile phones entered the Spanish market, it gained a place by manufacturing branded mobile phones for Spanish operators, such as Vodafone and Orange, and gradually provided independent brand products for operators such as Movistar and Yoigo. OEM and ODM businesses went hand in hand and maintained a steady growth. In fact, the European operator market, like the United States, is a high threshold market, and many mobile phone manufacturers are excluded.
(Media Markt, the largest electronics chain in Europe, displays a variety of mainstream mobile phones)
In 2012, the Spanish mobile phone market has undergone fundamental changes due to the strong development of smart mobile devices, the reform of mainstream operators and other factors. In this upgrading war, ZTE mobile phones began to transform to the open market, continued to cooperate with channel providers, especially the top dealers, agents and retailers, and focused on the expansion of online channels. In 2016, ZTE Tianji 7, the flagship product, launched online cooperation with Amazon to achieve simultaneous listing in five European countries.
We have measured the situation and worked hard to keep the performance of ZTE mobile phones growing steadily in the Spanish market, and have a firm foothold in the Spanish market.
Boutique machine+high-end machine, creating value for users
ZTE Mobile attaches great importance to the creation of products, listening to and meeting the voice of consumers, and creating value for users.
Although in the current Spanish mobile phone market, high-end mobile phones with around 800 euros still enjoy a "temporary victory", middle and low-end mobile phones have shown certain advantages. Spaniards spend an average of about 300 euros on mobile phones, which is different from the high frequency of changing phones of Chinese users. They also tend to be more rational in choosing smart phones. High cost performance has become an important factor in the choice of mobile phones. Chinese brand mobile phones provide high-quality services at a more affordable price, so consumers have a high degree of understanding and recognition of Chinese brands. And ZTE Mobile has long adhered to the strategy of Blade boutique machine+Axon high-end machine, which is just in line with the use habits of Spanish consumers.
In 2016, the demand for large batteries emerged in the Spanish market. ZTE Mobile seized this user demand and launched the Blade series of large battery mobile phones, which ranked seventh in the "best selling terminal list" in the Spanish open market, becoming a popular product.
(ZTE Blade V8 launched outdoor advertising in Spain)
Localized marketing to drive brand value
Localized marketing is an important part of ZTE's mobile phone development in Spain. The Spanish market is deeply influenced by European football competition. It has the Spanish Football League, known as the "first league in the world", which is the most indispensable way of life for Spaniards. ZTE Mobile has established a link with local consumers and communities by sponsoring Seville Football Club, a Spanish powerhouse, and created many opportunities for brand value improvement.
(ZTE mobile phones cheer for the Seville team in the game)
At the beginning of 2016, ZTE Mobile signed a sponsorship agreement with Seville Football Club of Spain, becoming the "official technical partner" of Seville Football Club. In May 2017, the cooperation between the two parties was renewed for two years. The continuous and steady growth of the Spanish market confirms the effectiveness of ZTE's mobile phone localization marketing.
ZTE Mobile has also established a sound overseas team and more interactive and communicative support services. ZTE employs more than 300 people in Madrid, the headquarters of Spain and other places, and has established a marketing team, including overseas employees who have served ZTE for more than 10 years, to meet the diversified market needs of Spanish channel operation, marketing and so on.
In addition, ZTE mobile phones have a layout in major European markets. In Germany, ZTE is the only global partner of Menchengladbach, a strong German team. In Russia, last October, ZTE overtook Apple for the first time by virtue of its 9.4% share of the smartphone market, taking the second place in mobile phone sales in Russia, and its market share in Russia has doubled. Through long-term and continuous intensive cultivation, ZTE mobile phones have become a strong competitor in the European market.
