Nokia's temporary fate decisive for half a year

"Nokia (microblogging) channel collapse," "China's Nokia layoffs," "Nokia's sales decline", these critical high-risk news headlines, recently intensively spurred people's attention. Nokia, once the global mobile phone overlord, is facing an unprecedented crisis.

Whether it is a Jedi bounce or a retreat, it will be clear in the next six months.

Dealer: Previously “seeking” sources Nokia now takes the initiative

"Now people who buy mobile phones have asked for significantly fewer Nokias than before." "There are fewer and fewer people who buy Nokia, but more and more people are buying Samsung or Microblogging. "On the Sichuan North Road, a DiXintong and Yonghe Electric on Gonghexin Road, the sales staff told the IT Times reporter.

In the second quarter financial report released by Nokia on July 20 this year, China’s mobile phone shipments during the period amounted to 11.3 million units, a drop of 52% from the previous quarter and a 41% year-on-year decline. Coupled with a 30% year-on-year drop in the European market, it ultimately dragged Nokia's global mobile phone sales down by 20% from the same period last year.

A vendor disclosed to the “IT Times” reporter that in the peak period, Nokia mobile phones had accounted for 34% of their total mobile phone sales, and now have fallen to less than 20%. "Since Apple's IPO, many handset manufacturers have been affected, of which Nokia is the most important. Last year and this year has undergone great changes. Last year, our sales in the entire Shanghai area is an average of 1.8 to 2 million sold every month. Nokia's mobile phones have dropped to only 9,000 per month this year.We used to 'seek' Nokia, like some of their best-selling models, we must take the initiative to request supply, make a special trip to visit Nokia executives and the like. Now the situation is completely opposite Now, Nokia will take the initiative to come to us and talk about sales training, talk about advertising, and discuss how we can sell our products."

WP7 mobile phone before listing or clearance sale

It is an indisputable fact that Nokia’s sales have declined. Before the media reported that "Nokia China market channel collapse, a large number of agents refused to purchase", the news came out, Nokia Global Marketing Vice President Zhao Kelin quickly fire, he said in an interview that some time ago, China's channels really have a problem, But now it has returned to a healthy level.

According to Analysys International analyst Wang Ying, the “channel collapse” argument is a bit too exaggerated. “In fact, Nokia's channel problem is not as serious as reported by outsiders. The problem is only a few small distributors and retail stores. They will not be able to afford the goods themselves, and a slight backlog will not work well, but this does not affect the overall situation of the channel. In China, among all mobile phone brands, Nokia's channel health is still the best, and they themselves are The management and control capabilities are very strong, and there is no problem with the fundamentals of the channel, mainly at the bottom. Sales are severely declining and products cannot be sold."

An industry insider in charge of the mobile phone sales front revealed to the “IT Times” reporter that in order to give way to the WP7 system mobile phone listing, Nokia is likely to sell the goods after the clearance sale. “Originally, the original purchase price was 1,800 yuan for a mobile phone. If the provincial distributors with enough funds pack up 100,000 orders at a time, the purchase price will drop to 1,200 yuan. For dealers, puerile profits will be more than one." And Wang Ying's argument also confirms that The speculation of people, "Now Nokia is the most troublesome problem is the product line is not to force, before the GSM network era, Nokia's product line is very long, can replace a lot of models, but now they have not seen a bright spot for a long time, The product line is very short, there is no high-end model, only a small amount of mid-to-low-end products, the amount of delivery to the first-tier cities is almost zero.Nokia's current priority is to clear inventory, clear the obstacles for the future launch of a new mobile phone WP7 system ."

Can it be the key to turning the tide in the next six months?

In spite of this, Nokia's loyal fans are still very large. "Zoro Electric" magazine senior editor Wei Chung still behind Nokia, the powerful E90 was his favorite model. "There are still many friends around me waiting for Nokia to buy a new machine and go after it. You know, Andrews is not a manufacturer in the hot, is dozens of vendors together, the number of fans spread, each manufacturer does not have a few This is different from Nokia, Apple, and Blackberry. From the current point of view, although the number of Nokia's fans may be reduced, from a single manufacturer to a manufacturer, Nokia is second only to Apple."

Wei Zhong said that if Nokia can reverse the momentum and make efforts again, the next half year will be the most critical period. "Nokia has too many backhands, and it is not as fragile as other mobile phone manufacturers. They are the only manufacturers with maps, and they are also traditional application stores. Best of all, there is also an independent operating system of its own, and the basic intellectual property rights are not comparable to those of HTC and Samsung.Those dead camels are better than Ma Da. To judge how they are, we must look at the next six months. Google’s acquisition of MOTO, WP7 hopes to increase a lot, Apple Jobs also resigned. The key is to see whether Nokia can seize the opportunity, Jedi rebound.” In Wei Zhong, Nokia’s biggest problem is “too slow”. Although a large number of top management personnel were replaced before, it is still too slow. The incidents are slow and the opportunities are not waiting for people."

“Like a big ship, it takes a lot of effort to make a turn, and Nokia’s transformation is not so fast. It takes top-to-bottom effort and takes time. Plus all the parties’ concerns about it are too The degree of attention is so high that it has given Nokia a great deal of pressure. The more they want to do well, the more twists and turns are.” Wang Ying said Nokia also has its own frustration.