"I'm using ZTE's Axon Tianji 7Mini now, but I'm also considering buying another Blade V8 later." A German user wrote in a letter to ZTE's mobile phone: "ZTE's mobile phone products have good quality and workmanship, which allows me to handle various tasks smoothly and conveniently every day."
In fact, ZTE Axon Tianji 7Mini and Blade V8 are the best-selling products in the German market. ZTE Axon Tianji 7Mini won the 2016 IFA Berlin Consumer Electronics Show Product Technology Innovation Award - "Best Sound Breakthrough Smartphone"; At this year's IFA, the Blade V8 series, which is popular with young consumers around the world, was unveiled. The Blade V8 (64G version) and the Blade V8 Mini were also launched in the German market. Germany is the leader of European economy and the largest smartphone market and vane in Europe. Since 2015, ZTE's mobile phone sales in Germany have increased by more than 200% for two consecutive years, and jumped to the fourth place in the second quarter of 2017 (data source: SA）。 For mobile phone manufacturers who want to internationalize, the European market is an inevitable choice. Perhaps the rise of ZTE mobile phones in the German market can provide a reference model. Under the intensive cultivation line, covering 70% of the offline access roads
Different from the market environment where domestic e-commerce is popular, the German market prefers offline channels. ZTE mobile phones have been deeply rooted in the German market for ten years. In the early stage, it cooperated with the mainstream operators in Germany, including Vodafone, Deutsche Electric and O2, and achieved good results. Since the second half of 2014, according to the changes in the market, ZTE mobile phones have entered the open channel market, cooperated with the largest channel MSD in Germany, followed the business rules of the German market, operated according to the German rigorous workflow, and built a localization team step by step. In the same year, the Blade III was launched in Media Markt, the largest chain electronics retailer in Germany, heralding ZTE's mobile phone brand's entry into the German market.
At IFA 2015, ZTE launched the Blade V6, which caused a huge sensation and unprecedented market response. In 2016, with the help of ZTE Axon Tianji 7 series The excellent quality, sales and market share of the Blade V7 series and other products have been growing rapidly, especially the flagship product ZTE Axon Tianji 7 series has been launched in the German market, which has increased the confidence of consumers, operators and partners, and established the brand image of ZTE mobile phones with high-end quality. ZTE mobile phones have become a shining star from an unknown generation. In 2017, under the new market environment and competitive situation, ZTE Mobile timely adjusted its business strategy and took the flagship machine as the brand flag to drive the sales of low-end mobile phones to rise sharply.
At present, ZTE mobile phones have covered 70% of the offline channels, fully entered the top 5 channels such as MSD, 3E, FOOD MARKET, and became the top 4 partner of MSD, continuing to consolidate its position as a first-line mobile phone manufacturer in the German market.
Localized marketing and establishment of omni-directional and three-dimensional consumer communication mode
Football is the most popular sport in Germany, and it is also the theme for Germans to gather with their families and friends on weekends. For Chinese manufacturers, it is undoubtedly the best choice to get close to local consumers.
In May 2016, ZTE Mobile sponsored Menxing Gladbach (hereinafter referred to as Menxing), a strong German team, and became the only global partner of Menxing's smart phones. Menxing has a brilliant record in European football, mainly focusing on youth training. The team slogan is "fohlen", which means a pony that keeps forging ahead. It is one of the sources of spiritual strength of the German people, which coincides with the enterprising spirit of ZTE mobile phones in Germany. The "combination of ZTE mobile phone and Menxing mobile phone" also indicates the determination of ZTE mobile phone in Europe. In the 15 months since the sponsorship and cooperation, ZTE has launched marketing activities such as the customized mobile phone of Menxing logo and the establishment of ZTE mobile phone counters in fan shops to meet the needs of football fans, greatly improving the brand image in the hearts of local consumers.
In addition, ZTE Mobile has established a comprehensive and three-dimensional consumer communication mode in Germany, maintaining a 7 * 24 communication channel from the official website, Facebook to the hotline. In order to do a better job of localized communication, ZTE Mobile User Forum Z-Community has also been established. On the one hand, it collects user feedback and solves problems for users. On the other hand, we organized product mass testing and user research on the forum, maintained 24-hour interaction, and cultivated a group of ZTE mobile phone fans. The first-hand consumer information also gives more confidence to the R&D personnel, thus promoting the improvement of products.
The overseas competition of Chinese mobile phone manufacturers is also a competition of comprehensive strength. On March 16, 2017, the World Intellectual Property Organization (WIPO) released global international patent applications in 2016, and ZTE ranked first with 4123 published PCT applications. Product quality, patents, localized operation, sales channels, etc. are all challenges that Chinese mobile phone manufacturers must accept when entering Europe, while ZTE mobile phones have already withstood the most severe test of the German market.
