ZTE mobile phone business person in charge of yin. Source: visual China
Less than three years, make no reply on the market again replace the head of ZTE mobile phone.
In October 24th, ZTE responsible person confirmed to reporters inside the interface, ZTE released a paper red tape, executive director Yin Yimin was appointed as the company's mobile phone business person in charge, to the executive director who serves as the terminal division general manager. The performance has nearly three years of mobile phone is responsible for Ceng Xuezhong, as EVP will assist Yin Yimin work.
According to the information provided by ZTE, ZTE has served as executive director for 19 years Yin yimin. Prior to this, yin and Yin also served as president of ZTE Corporation in 2004-2010.
ZTE said the initiative is designed to enhance the strategic position and management level of mobile phone business. Business executives rotation is not surprising. But for CEO Yin Yimin comeback for ZTE still seems unusual, can be said to be the responsibility.
Three years ago, ZTE appointed Ceng Xuezhong as the terminal CEO, because its rival HUAWEI mobile phone under the leadership of Yu Chengdong boutique strategy success, ZTE also hopes the new leaders will reform the terminal department. ZTE was also admitted that, with the decline in subsidies for the country's three largest operators, ZTE mobile phone business model has begun to highlight the drawbacks, ZTE began to realize the urgent need for transformation.
Had Xuezhong past interface to accept news reporter interview said, after he took office, ZTE began to change the traditional ideas of employees, to allow consumers to fully participate in product development and growth; the establishment of the terminal division, divided into North America, China, Asia Pacific, Middle East, Latin America, the organization to the flat, professional the operation of the whole industry chain; slash products, the introduction of high-end brands and mid-range brand stars, low-end BLADE series, as well as independent sub brand Nubian; increase the marketing work, especially in sports marketing.
Although the arrival of ZTE has Xuezhong mobile phone began to have a new vitality, but from the final results, ZTE mobile phone in the past two years is still not out of the woods.
Ceng Xuezhong said in a summary of the full year work in 2015, ZTE mobile phone in 2015 failed to complete the early development of the 60 million target. At that time, Ceng Xuezhong also developed a new goal in 2016, plans to win back consumers in various ways, including quality, cost and innovation.
ZTE said, Yin Yimin is one of the earliest founder of ZTE mobile phones, contributed to the construction of ZTE mobile phone from 0 to 1, after a lapse of 14 to return to the mobile phone market. Long and had Xuezhong mainly responsible for the domestic market, there are a lot of Yin Yimin global operating experience, can also mobilize the company's overall resources, which may open up the situation with different path for helping ZTE mobile phone.
According to statistics, Yin Yimin in addition to ZTE is listed as executive director of the company, was also appointed as chairman of the parent company, ZTE, ZTE ZTE in addition to new shares, there are a lot of investment.
ZTE said, ZTE has a strong technical accumulation and patent portfolio, but also overseas for many years cultivating channels, obvious comparative advantage, which makes the decline in the domestic market situation, still 56 million intelligent mobile phone sales achieved in 2015, ranked seventh in the world, the two quarter of 2016 was back to sixth in the world, the United States, the European top fourth and the fifth column.
However, the same great challenges: ZTE in the domestic long-term dependence on custom operators, offline channels is almost blank, which is now the rise of OPPO, vivo years of the best way, ZTE also realized by low-cost operators to snatch channels and online channels has passed. In addition, although ZTE in the overseas market share continues to rise, but is still highly dependent on custom operators, relatively little profit, so how to enhance the product brand, price and profit, but also a difficult problem.
Although the return, but missed the time for transformation to some of the best ZTE mobile phone, the future of the road is still under pressure.