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Have you ever fucked Huawei! The former global mobile phone champion has come back!

Tech 2023-06-08 18:42:18 Source: Network
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HelloMotoDo you feel a long lost sense of familiarity when you hear this advertising slogan? The dark horse instantly felt like he was dreaming back 20 years ago.Motorola, that's the magic weapon of a generation

HelloMoto


Do you feel a long lost sense of familiarity when you hear this advertising slogan? The dark horse instantly felt like he was dreaming back 20 years ago.


Motorola, that's the magic weapon of a generation. However, heroes also have moments of loneliness. Motorola today is no longer the same.


Motorola motorazr40 series.



This small folding screen phone is the same as the vivoXFlip that exploded a while ago.


And its starting selling priceOnly 3999 yuan. To be honest, this price is indeed quite affordable among foldable screens.


However, when "Motorola" and "folding screen" are combined, there is a sense of incompatibility.Motorola is still alive?And no matter what the product is, it can still keep up with the trend and release new machines?


How does Lenovo's mobile phone lead to failure step by step?


In fact, Motorola is not only alive, but also alive and well.


Lenovo mobile phone.


As early as 2014, Motorola completed a second ownership change, and was sold from Google to Lenovo Group, becoming a sub brand of Lenovo's mobile phone business.


At this point, the dark horse needs to help everyone sort out the context behind it.


Mobile business.


According to data from Analysys International, in the second quarter of 2007, Lenovo's mobile phone market share in China was 6.7%, which was undoubtedly the first domestic mobile phone brand at that time.


In the press release at the same time back then, Lenovo Mobile expressed it this way,Lenovo Mobile will strive to develop into an internationally influential and well-known mobile phone brand in the next five years.



As a result, Lenovo's mobile phone business turned around and was packaged and sold to four investment institutions by Lenovo Mobile for $100 million. Ah, is Lenovo's phone a bit embarrassing?


However, a more turning point was that Apple's release of the first generation iPhone in 2007 immediately ignited the era of smartphones, causing countless people to flock and also making Lenovo envious.


2009Mobile business.


In 2010, Lenovo launched the famousLe PhoneEat up the window bonus. You should know that Lenovo is not invincible in the world at this time, because some of its opponents have not yet been born.



In the next 3 to 4 years, Lenovo mobile phones will take their sales to the next level thanks to their deep bundling advantages with major operators.


By the first quarter of 2014,Lenovo's shipment volume of mobile phones has reached 15.8 million units, even surpassing its PC sales.


For example, the customized machines (with t at the end) jointly launched by operators such as Lenovo and China Mobile, such as the Lenovo A630t, S898t, and Lenovo A390t, have gained instant popularity due to their cheap prices and affordable configurations.


Think about the dark horse back then, when it was all levered by Lenovo and operators' bundling strategies. The contract phone routine of "buying a phone for free, charging a phone for free" probably wasn't just a dark horse in those days.



However, Lenovo's mobile phones have become both a carrier and a loser.


According to industry insiders' analysis at the time, this model of 70% of mobile phone sales being bundled and shipped by operators has planted a "big thunder" for Lenovo's mobile phone business.


On June 1, 2014, the Ministry of Finance and the State Taxation AdministrationInclude the telecommunications industry in the pilot scope of replacing business tax with value-added tax.


This policy has changed the history of the domestic mobile phone industry. Because from now on, contract machines can be used, but they can no longer play high subsidy promotions.


Previously, there was no tax on promotional activities such as buying mobile phones and giving away phone fees, but now they are considered sales and subject to tax.


The operating costs have increased.



In addition, after previous operators purchased smartphones from manufacturers like Lenovo, a portion of them were sold to government and enterprise units, which can also be considered as revenue generation.


If the previous sales method was followed, the operator would pay business tax for purchasing smartphones from Lenovo,A thousand yuan machine can generate hundreds of yuan in tax revenue.


But now, if we charge according to value-added tax, a thousand yuan machine only earns a few tens of yuan, and value-added tax only needs to be paid more than ten yuan, which is a low tax.


But now for government and enterprise orders, it's not cost-effective for them to continue purchasing, so they have to cut the order.


The picture shows the changes of Lenovo mobile phones after 2015, originating from the Zhengxie Bureau


In this situation where multi-channel sales are hindered, Lenovo's own product strength is not very resistant to competition.


After all, the main sales models are contract machines. Although Lenovo had previously established four product lines, A, S, K, and P, targeting the mid to low end, fashion, business, and high-end respectively, it has always been trapped in the mid to low end.


Of course, Lenovo Mobile has also launched aVibe, Lemon, ZUK, SaviorWaiting for multiple sub brands. For example, its savior is a sub brand that specializes in entering the segment of esports mobile phones.


But the result is a powerless recovery.At the beginning of this year, the rescuers announced a shutdown,This means that Lenovo is now only left with Motorola, which was acquired in 2014, and still insists on making mobile phones, but in fact, it is neither warm nor hot.


Black Horse really wants to comment: Adults, times have changed. OPPO, vivo, Xiaomi, all rushed up.


The picture shows the changes in the popularity ranking of domestic mobile phones, which was created by the UP master @ Top10stats on Bilibili


Even though Lenovo has acquired Motorola for nearly ten years,However, the integration of the two systems is not harmonious.It can also be seen from this that with so many sub brands of Lenovo, internal friction is inevitable.


Meanwhile, in recent years, the technical features of Lenovo phones have not kept up, and others have already used 5G. Lenovo phones are still in Abaaba.


Moreover, influenced by the Lenovo incident, Lenovo's reputation and image have plummeted to the bottom. Giving Lenovo's phone, which has already had a declining reputation, is another heavy blow.


For example, on Bilibili, when people search for "Lenovo Mobile", the videos with the highest number of clicks include "Lenovo Mobile is easily folded".


Image sourced from B station UP host @ Xinping Technology


Finally, the departure of Liu Jun, the leader of Lenovo Mobile in 2015, further accelerated the collapse of Lenovo Mobile.


So, the decline of Lenovo mobile phones is destined. The mobile phone manufacturer "Zhonghua Kulian" (ZTE, Huawei, Coolpad, Lenovo), which once made its fortune relying on operators, has declined except for Huawei.


Can Motorola Save Lenovo Mobile Phone?

The only surviving Lenovo mobile phone is the acquired Motorola line.


But can Motorola still pull Lenovo's mobile phone back to the life and death line? Obviously, there is not much hope.


Although ten years ago, Lenovo wanted to make a comeback with Motorola.However, the two declining giants together did not create miracles, but instead continued to sink together.


To be a little more comforting, Motorola's sales in Europe and South America are still good, which can be regarded as a slight opening of the situation.However, the chances of a counterattack are not very great.


According to Canalys data, in the European market in Q1 2023, Motorola's shipments grew by 13% year on year, ranking fifth in market share. In South America and Brazil, a key market in the region, Motorola's shipments grew by 7% and 5% respectively year on year, ranking second in market share, 21% and 31% respectively.


The figure shows the European smartphone market share in the first quarter of 2023, sourced from Canalys


So, under the attacks of OPPO, vivo, Honor, Xiaomi, and others, Lenovo's hopes of returning to the domestic market and reclaiming lost land were extremely slim.However, Lenovo mobile phones have a better chance of winning if they want to use Motorola to stand firm in the overseas markets of Europe and South America.


Especially with Motorola's small folding screen motorazr40 series entering the overseas market, Lenovo mobile phones should continue to develop for some time.


Sure enough, some markets, once missed, are no longer there.


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