Recently, ZTE terminal held a media communication meeting. At the meeting, Ni Fei, senior vice president of Zte Corporation(000063) and President of ZTE terminal business division, briefed the media on the annual performance of ZTE terminal in 2021, as well as the positioning and new planning of ZTE, Nubia and red devils, and predicted that the latest flagship products of Nubia and red devils will be officially released in February.
It is reported that in 2021, the annual shipments of ZTE terminal business exceeded 100 million, of which 50% were self-developed chips, and the overall shipments increased by 60% year-on-year, of which the Chinese market increased by 150% year-on-year and the international market increased by 50%. Household terminal products achieved explosive growth last year, with a year-on-year increase of 52% and a cumulative shipment of 580 million units.
In terms of commercial innovation of mobile phone products, Zte Corporation(000063) launched 400ppi off screen camera technology again in 2021, launched multi main camera computing photography technology for the first time, took the lead in introducing 165hz E-sports screen into mobile phones, and promoted the mobile phone product experience of this industry to a higher level under the guidance of ZTE, Nubia and Red Devils.
“In 2022, our goal is that China’s revenue growth will be 200% and the international growth will be 50%.” Ni Fei said frankly when talking about the shipment of more than 100 million intelligent terminals and the target planning of related businesses in 2022. In the field of mobile Internet and home end, Zte Corporation(000063) has been in a leading position in the industry. Especially, half of the products sold in these fields are ZTE self-developed chips. However, in the field of smart phones, Zte Corporation(000063) is still far from the top manufacturers, which requires ZTE to improve its mobile phones, cooperate with the mobile Internet home, and better provide users with a seamless smart life experience through the “1 + 2 + n” full scene smart lifestyle.
Ni Fei said that in order to achieve the predetermined growth target, Zte Corporation(000063) will continue to increase investment in brand and channel. At present, ZTE has built nearly 7000 retail positions by the end of 2021, and the construction of such offline channels will continue this trend in 2022. It is expected that the goal is to reach at least 20000. In terms of brand, in 2022 Zte Corporation(000063) invited Wu Jing as ZTE’s mobile phone spokesman to help consumers understand ZTE’s brand more through the resonance of influence between Wu Jing and ZTE.
As for the three major brands currently promoted by Zte Corporation(000063) in the field of smart phones, Ni Fei believes that Zte Corporation(000063) has continued to make breakthroughs in the cutting-edge technologies of smart phones in recent years, so that Zte Corporation(000063) smart phone brands continue to attract market attention. In the face of market expectations for ZTE mobile phones, ZTE, Nubia and red devils will continue to make efforts in each segment, Make the differentiation of the three brands. Among them, ZTE brand is positioned as a “creator” with both innovation and action. The flagship series focuses on business people, makes science and technology lead, enables quality, and releases the new power of domestic products; Nubia faces young consumers and creates personalized fashion brands; Red Devils focus on the subdivided field of E-sports and strengthen the brand labels of hard core, hot blood and trendy cool.
In addition, Nubia and red devils will successively release new products in February. Ni Fei revealed that both product performance and product design will be qualitatively improved compared with the previous generation of products.
According to the preliminary market research, ZTE’s old users have high expectations for ZTE’s series of new products, and the overall sales volume of each brand is expected to triple. In particular, red devils will not only launch richer game equipment categories such as E-sports display, E-sports router, game keyboard and mouse, professional VR and so on in 2022. The metauniverse will also be arranged in advance. At present, the Red Devils are extending and migrating related technologies to the metauniverse. In the future, red devils will continue to expand capacity, not only continue to strengthen the in-depth building of game terminal products, team cooperation and peripheral development, but also pay more attention to the overall game ecological construction and development to build a meta universe belonging to red devils.
Finally, Ni Fei said that with the relative stability of the epidemic, the whole industry is also recovering. At present, due to the influence of supply chain, epidemic and other factors, there is only apple in the high-end mobile phone market. However, with the continuous development of China’s industry, the product itself Chinese manufacturers have the advantages of tenacity and sustainable development in terms of channel reach and user cognition. In the future, Chinese manufacturers will have the opportunity to break off with apple in the high-end field.
