In May 16th, HMD announced in Beijing that the future NOKIA mobile global future laboratory will come to the ground in Shenzhen, China, to focus on cutting-edge technology and provide core innovation reserves for the global strategic development of NOKIA mobile phones.
JuhoSarvikas, HMD's chief product officer, told reporters including first Finance:
HMD, a Finland based company, formally took over NOKIA's smartphone brand business from Microsoft 16 months ago.
Jia foam, research analyst at research firm Canalys, told first Financial News that the Nokia brand has made gains in some markets after a year of operating after being brought back to the smartphone market by HMD.
见“压宝” [yā bǎo]
But the market for smart phones is far more competitive than expected. Take the Chinese market as an example, according to the latest domestic mobile phone market operation analysis report issued by the China information and Communications Research Institute, the domestic mobile phone shipments have been declining continuously. In April 2018, the domestic mobile phone market volume was 34 million 251 thousand, down 16.7% year-on-year. From 1 to April 2018, the domestic mobile phone market volume was 122 million, down 23.7% from the same period last year.
But the success of the Chinese market is indispensable for NOKIA to succeed in the global market.
Xu Lixin, general manager of HMD Greater China, said the importance of the Chinese market was self-evident. In the past few months, Nokia has launched four phones worldwide in China, with two products exclusively customized for the Chinese market, he said. And data from JingDong show, Nokia mobile phone in JingDong platform's growth rate is the first. Xu Lixin also said that from the return to the present, Nokia mobile phones have completed the emotional to touch brand change, and hope to provide Chinese consumers
According to HMD, in the past 16 months, it has launched 16 new models and sold 70 million Nokia handsets worldwide in 2017. Nokia also became the world's top 10 smartphone brands and the world's number one feature phone brand. However, in the view of analysts, if success is to be achieved in the Chinese market, Nokia, while maintaining product and technological innovation, also needs to complete the transformation or upgrading of its own brand attributes, thus fundamentally getting rid of what has been played out
Establishment of Shenzhen Laboratory
HMD said at the press conference that with the establishment of the Shenzhen laboratory, the company will further take root in China, focus on the future mobile experience and encourage local innovation. HMD believes that Shenzhen has a perfect industrial chain of hardware and software, as well as the forefront of industrial information and technology sharing, and is the core of the global smartphone industry.
In the face of fierce competition in the market, NOKIA has a very limited share in China and the American market. If we want to build a wide range of brand awareness around the world, HMD also needs to strengthen its market and channel operations in the related areas to improve NOKIA mobile phone re-entry as soon as possible. The performance after the market.