There are many stars in the terminal field, including Samsung, which has remained the world's first for many years, Apple, which is known for its high-end experience, domestic giants such as Huawei, Xiaomi, Glory, and OV, which are strong, and realme and IQOO, which are up-and-coming stars in the main young market.
ZTE is a humble brand among them, and for most people, it's not even sure if it still exists. However, after understanding, it will be found that ZTE is actually a brand that is very good at creating "world firsts" in the history of mobile phone development. For example, in the 5G, folding screen, full screen these power points, ZTE has launched its own commercial products ahead of manufacturers.
In August 2019, only two months after the official issuance of the 5G commercial license, ZTE Axon 10 Pro 5G was ahead of a number of "big factories" for sale; in 2020, when the manufacturers attacked the ultimate goal of "full screen" through the design of water drop screen, Liu Hai screen, digging screen, etc., ZTE took the lead in launching the AXON 20 mobile phone, realizing the "full screen" form of the mobile phone for the first time, but the sales volume in reality made it very embarrassing, and the end was invariably "up early, Rushed to a late set."
Betting on ZTE at one flashpoint after another, why has it not been turned upside down?
Behind the gimmicky debut, in fact, it is to let users not be so "comfortable" comprehensive experience, for example, the full-screen mobile phone it first released is actually very immature, although the promotion is a full-screen mobile phone, but the camera under its screen is still looming, and it has not achieved a beautiful and easy-to-use degree, coupled with the poor tuning ability of the chip, the optimization ability of the system is insufficient, and the user does not enjoy the full-screen experience mentioned in the promotion.
ZTE mobile phone sales are dismal, the root cause is because it is too eager to achieve and ignore the user's experience, although it has grabbed the first launch, but it has always been in a low level of busyness. "Doing it does not mean doing it well" is a very easy truth to understand intellectually, but it is often easy to make mistakes in operation. For what is good, it can be said that "the loss of a thousand miles", just like the same to write a word, primary school students write out is a look, calligraphers write out is another look, from the perspective of transmitting information, this word is no problem, but from the perspective of products, it can not be compared. Because every product is facing the most meticulous and sensitive experience of consumers, not to mention the product of mobile phones that get along with consumers day and night, it will face more stringent experience review by users.
Although the end products we come into contact with are actually similar, these small differences often determine their position in the minds of users, just as in nature, the similarity of human and chimpanzee genes is 98%, and the similarity of human and mouse genes is 90%, and it is these small differences that determine what kind of species a creature can eventually become.
Although ZTE has seen the trend of the market, the product innovation is not complete. For the full screen, folding screen, 5G these industry flashpoints, presumably in the center of the storm many manufacturers have this trend of foresight, and are focusing on the development of a product that satisfies users, ZTE is also one of them, although it has grabbed the first launch many times, but more because only it "dares" to debut, after other mainstream manufacturers after a "tuning", after developing these novel functions and meticulous integration of products, basically pronounced the death penalty of ZTE these "quick success" products.
From the current point of view, ZTE is still constantly launching new mobile phones, and the technical reserves have not fallen, but in this state of desperately catching up with the wind outlet and constantly launching very gimmicky products, ZTE has actually fallen into a vicious circle, and the distance with users is getting farther and farther. An important reason why ZTE is difficult to jump out of it is that it has been changing products, but it has not changed its VRP. The VRP framework is an important tool used by Harvard Business School professor Christensen to measure the development of enterprises, V represents values, R represents resources, and P represents processes. One of the decisive factors is the value, mobile phone manufacturers want to stand out, need to continue to accumulate technology and user demand insights, which requires a gradual process, and if you always want to quickly promote the first echelon through a certain "blockbuster", in the end, people (users) money (sales) are empty. The values have not changed, and the organization's processes and resources are naturally difficult to jump out of the "explosive" thinking, so ZTE has fallen into a state of correction all the time, but still making mistakes.
After decades of development of the terminal mobile phone market, the dividend has been exhausted, the user has also been promoted from "xiaobai" to an experienced geek, to get the favor of the user, simply spelling gimmicks, spelling configuration often has not played much of a role, the real recognition of users is the real experience of the mobile phone, it is reflected in every aspect of the user's every moment and every scene, which tests whether mobile phone manufacturers can see these hidden pain points, and bring their users a meticulous experience beyond their expectations.
It can be seen from the operation of ZTE's multiple debuts that although it has been frustrated several times, in fact, its market sensitivity and technical reserves are not bad, and it wants to change the current situation of "starting early and catching up late", first of all, it needs to change its own product development ideas, and the development of any product should be driven by user needs and user experience, rather than blindly defeating "friendly businessmen" and surpassing "friendly businessmen". Aware of its own root cause problems and turning its eyes to real and distinct users, it is ZTE's good recipe to avoid another new product.