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The author:(作者)hpmailerpublished in(发表于) 2013/11/27 10:04:59 Nokia China frequency change， the new leader to a race against time，
Nokia China frequency change, the new masters to race against time-Nokia, Bai Ruoxiao-IT information Nokia China frequency change, the new leader to a race against time
See here most of the people in the interview room with Apple's iPhone or a Samsung mobile phone, Nokia, China's new "master" Bai Ruoxiao smiled and said: "We hope that next time I see you, and everyone at Nokia's mobile phones. ”
But Nokia still need to come up with more accomplishments to prove himself. According to Nokia's just-released third-quarter earnings, amounted to 64.6 million in Q3 shipments of mobile devices, China shipped 4 million units, down 31%. Despite the Symbian mobile phone sales, Lumia Smartphone sales rise, but according to third party statistics, Nokia's market share in China accounted for only 5%.
In this regard, the Bai Ruoxiao in an interview, said that Nokia is to respond to changes in the market faster than before. In addition to further strengthening cooperation with operators, Nokia China is reducing and optimizing sales and management personnel reporting level.
Three four year change
Erik Bertman, arrived in China are staff from the Chinese name "Bai Ruoxiao" Sweden, and Nokia is China's fourth in the past three years, replacing China head. On June 1, he will assume the post in January last year Gu Sihua.
Frequent change from partly reflected the anxiety of Nokia on the Chinese market. Achieve turnarounds in the fourth quarter of last year, Nokia, greater China some bleak, with net income down 79%. And in the first quarter of this year, Nokia greater China sales reached 3.4 million vehicles, fell 26%, compared with last year slumped by 63%; second quarter sales in greater China to 4.1 million units, down 48%.
In terms of channels, Nokia began to shrink, and closed a number of flagship stores and factories.
Nokia said the Bai Ruoxiao to China several months, almost every weekend and family visit Beijing every major mobile stores, including Telecom brokerage house. In August this year the Nokia Press Conference at SUNY headquarters, Bai Ruoxiao has revealed that he has been in China for 2 months already 3 times to visit Nanjing. Suning was first channel in his visit to the Chinese manufacturer.
"China's most exclusive, the most interesting thing about the market competition environment. "On the Chinese market has been a study of Bai Ruoxiao said," once upon a time in Sweden studied, always talk about when it comes to competition in Western Europe, but after coming to China, only to find nothing. ”
"There are almost 400 different vendors in this market to launch mobile phone products, I believe not found in any market in the world and the second. "When it comes to domestic rival, Bai Ruoxiao, said," I have every respect for local manufacturers is that they are not just on the mobile innovation, business model innovation. ”
More rapid response to changes in the market
Nokia at the moment, as well as at the high end of the market from Apple, Samsung "snatch food from the jaws of a tiger", but also in the low-end market response to local companies such as Huawei and ZTE, millet brand competition.
Bai Ruoxiao said he was "to respond to market changes faster than ever before."
He told reporters that in his Nokia, General Manager of China in nearly half a year's time, Nokia is changing in China: "the biggest change is that all team work around a central core that consumers purchase experience; the other is with the three carriers have been increasingly involved in mobile phone sales, Nokia need to adjust team, the interfaces with carriers to establish closer cooperation. ”
Nokia on the internal process optimization, Bai Ruoxiao announced to reduce reporting levels, "Optimizing field sales staff and management level, it is necessary to do things. "Bai Ruoxiao said.
On the mobile phone products, apart from the rapidly advancing Lumia Series intelligent machines, the Bai Ruoxiao said that in the Chinese market, 500 Yuan the following functional machine market is very big.
"For many people now, more and more people use two mobile phones, a smart machine, a functional machine, features good quality, high endurance, can't look too cheap, and which is Nokia's advantage. ”
On the upcoming 4G, Bai Ruoxiao said the patented technologies with Nokia 4G, Nokia in multiple 4G with operators on enhanced cooperation. But in this area, up to now, including Samsung, Sony, Huawei and cool four brands get in front, has partnered with the mobile 4G of the phones.
Expected in first half of next year, with the acquisition of Microsoft and Nokia mobile phones businesses, Bai Ruoxiao will join the Microsoft Intelligent terminal business continues to be responsible for the Chinese market. "The coincident location on Nokia, Microsoft business is very small, their obvious advantages in different fields. "Bai Ruoxiao is expected in the next year after the formal completion of the acquisition of, how to make excellent resources to create synergy of both companies, promoting the intelligent terminal market success will be an important test for the future.
诺基亚中国频换帅，新掌门要与时间赛跑 - 诺基亚,白若霄 - IT资讯诺基亚中国频换帅，新掌门要与时间赛跑
看到采访室里在座的人中大多数拿着苹果的iPhone或三星手机，诺基亚中国的新“掌门人”白若霄笑着说：“希望下次见到你们的时候，每个人都能用上诺基亚的手机。”
但眼下的诺基亚仍需要拿出更多的成绩证明自己。根据诺基亚刚刚发布的第三季度财报，在Q3共计6460万部出货量的移动设备中，大中华区出货量为400万部，同比下滑31%。尽管塞班手机销量减少、Lumia智能手机销量上涨，但根据第三方机构统计，诺基亚手机在华市场份额仅约占5%。
对此，白若霄在接受记者采访时称，诺基亚正在比以往更快速地应对中国市场的变化。除了更进一步加强与运营商的合作外，在诺基亚中国内部，正在减少和优化一线销售人员与管理人员的层级汇报。
三年四换帅
Erik Bertman，这个刚来到中国就被员工起了中文名“白若霄”的瑞典人，是诺基亚中国在过去三年更换的第四位中国区负责人。在今年6月1日，他正式接替了去年1月上任的谷思华。
频繁的换帅从一定程度上反映出诺基亚对中国市场的焦虑。在去年第四季度诺基亚实现扭亏，大中华区表现有些惨淡，净收入同比下降79%。而到了今年第一季度，诺基亚大中华地区的销售量达到340万部，环比下跌26%，较去年同期大幅下滑63%；第二季度，大中华区销量为410万部，同比下滑48%。
在渠道方面，诺基亚也开始收缩，陆续关闭多家旗舰店和工厂。
诺基亚人士透露，白若霄到中国的几个月里，几乎每个周末都会和家人逛北京的各大手机卖场，包括到电信运营商营业厅。在今年8月的一次位于苏宁总部的诺基亚发布会上，白若霄曾透露他到中国2个月已经3次到访南京。而苏宁是他到中国后拜访的第一家渠道厂商。
“中国市场最独特、最有意思的一点就是这里的市场竞争环境。”对中国市场有过一番考察的白若霄说，“从前在瑞典读书时，一谈到竞争总是谈西欧市场，但来到中国市场之后，才发现那些并不算什么。”
“这个市场有将近400个不同厂商推出手机产品，相信在全球任何市场都找不到第二个。”谈到国内的竞争对手，白若霄则称，“我非常尊重中国本土厂商的一点是，它们不仅仅是在手机上创新，也有在商业模式上创新。”
更快速应对市场变化
眼下的诺基亚，既要在高端市场从苹果、三星“虎口夺食”，又要在中低端市场应对本土企业华为、中兴、小米等品牌的激烈竞争。
白若霄称，他的做法是“比以往更快速地应对市场变化”。
他告诉记者，在就任诺基亚中国区总经理近半年的时间里，诺基亚中国正在发生变化：“最大的变化一是所有团队工作围绕一个核心，即消费者的购买体验；二是随着三大运营商越来越多地参与手机销售，诺基亚需要调整团队，与运营商建立更紧密的接口合作。”
在诺基亚内部的流程优化上，白若霄宣布减少汇报层级，“把一线销售人员和管理层级最优化，这是必须要做的事情。”白若霄说。
而在手机产品上，除了快速推进Lumia系列智能机外，白若霄称，在中国市场，500元人民币以下的功能机市场非常大。
“对很多人来说现在越来越多人用两部手机，一部智能机，一部功能机，对功能机要求质量好、续航能力高，看起来不能太廉价，这是诺基亚的优势。”
而在即将到来的4G上，白若霄称，凭借诺基亚在4G领域的专利技术，诺基亚将在多个不同的4G标准上与运营商加强合作。但在这一领域，截至目前，包括三星、索尼、华为和酷派四个品牌抢在前面，已与中国移动合作销售4G手机。
预计到明年上半年，伴随着微软与诺基亚手机业务的收购完成，白若霄将加入微软继续负责中国市场的智能终端业务。“诺基亚业务、微软业务中重合的地方非常少，各自不同领域的优势明显。”白若霄预计，在明年正式完成收购后，如何让两家公司的优秀资源形成合力，促进智能终端市场成功将是未来的重要考验。
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