Go homepage(回首页) Upload pictures (上传图片) Write articles (发文字帖)
The author:(作者)归海一刀published in(发表于) 2014/6/1 9:17:14 Motorola Moto，X United States why the manufactured dreams dashed？ ，
Motorola's Moto x United States why the manufactured dreams dashed?X-Moto, Motorola-IT news Motorola's Moto x United States why the manufactured dreams dashed?
Motorola mobile Moto series launched last year featured two concepts, one is customized, the other is United States manufacturing. But the latest report also said Motorola mobility announced the closure of the United States, Texas, factory, this is why?
Motorola mobility after being bought by Google, integration process pain constantly. But ultimately choose courses that are higher-end route to launch Moto x series, main character customization, and United States manufacturing. Especially the latter, upstream.
For well-known reasons, United States manufacturing cost is much higher than in emerging countries. From years of practice, Motorola mobility and failed to cross this difficult times, as evidenced by:
1. employee size shrinking
Motorola mobile factory in the city of Fort Worth, Texas at the end of last year, the number of employees at one point reached 3800, most of whom are from contract manufacturer Flextronics International Ltd. Today, the headcount is down to about 700 people.
2. the high-end strategy files
Theme customized services of Moto Moto Maker x series was never able to succeed. According to market research firm Strategy Analytics data, Moto x sold just 500,000 units in the third quarter of last year, only 900,000 of the numbers in the first quarter of this year, and listed prices after being forced to cut.
Contrast, Moto x points to opponent goes well beyond the level of sales. Such as latest-generation flagship Samsung mobile phones sales exceeded 10 million Galaxy S5 only took 25 days, hit a series high. IPhone 5s/5C in its three-day opening weekend sales of more than $ 9 million.
It can be said that Moto x sales downturn is Motorola cannot continue to insist on costly United States the root cause of production of mobile phones.
3. brands in Europe and is still
Motorola was acquired by Google after its products were cut, resulting in overall sales continued to drop. According to Strategy Analytics data, last year's third quarter, Motorola mobility's global share in shipments of less than 2%.
But on the other hand, Motorola mobility in Europe ' brand still has a certain influence in the market. According to latest figures released by market research firm comSore, Motorola mobility in the first quarter of this year in the United States smartphone market share declined from 0.3% to 6.4%, but remained the highest of the market IV. And third-place LG is only a difference of 0.1%.
At the same time, according to Counterpoint a statistical breakdown of the data showed that at and t, Verizon and Sprint, and other United States sales of major carriers networks, Motorola mobility's sales have been squeezed into the top five. Which, in the United States the biggest wireless carrier Verizon's sales network, Motorola mobility ranked as high as third.
Therefore, Motorola mobility has expanded sales of brand clout, need to change strategy and concrete measures.
Transformation forced low-end cost control
Starting from the second half of last year, Motorola mobility just gradually started restructuring. G series introduced the Moto for the low-end market, and for the global offering.
According to Motorola mobile official statement, currently on its contribution is the biggest Moto g.
According to the first quarter of 2014, Motorola Mobile 6.5 million units in shipments, becoming one of the best quarterly results in nearly two years, the preliminary indication is warmer.
At the MWC Conference held in Barcelona in February this year, Motorola mobility admit Moto g is the fastest smartphone sales in company history. Agency said it priced at less than $ 200 low-end mobile phone is of January's most popular phone model in Europe.
But what cannot be overlooked is, follows Google's earnings release of Motorola mobile results show, it still lost money and has a tendency to expand.
Therefore, Moto g's initial success shows the value strategy viable, but controlling costs is a top priority. Forced Motorola to move to shift production to emerging economies.
Associate acquisitions affected
Despite Motorola's spokesman claimed that the decision to close the Texas plant has nothing to do with Lenovo's acquisition, although this sum of $ 2.9 billion worth of deals to be completed later in the year, Lenovo will shy away from anything.
Lenovo's acquisition of the Motorola mobile is focused on the latter surviving in the Western world's influence, sought to take their opening those markets. As described in the earlier three, Motorola mobility does not change existing product strategies and the high cost of manufacturing lines, sales hard to further enhance, Lenovo's acquisition target is bound to give me a discount.
摩托罗拉Moto X美国制造梦为何破灭？ - Moto X,摩托罗拉 - IT资讯摩托罗拉Moto X美国制造梦为何破灭？
摩托罗拉移动去年推出的Moto系列主打两大概念，一个是定制化，另一个就是美国制造。但最新报道又说摩托罗拉移动宣布关闭在美国德州的工厂，这是为何？
摩托罗拉移动被谷歌收购之后，整合过程一直阵痛不断。但最终选择的路线即是走高端路线，推出Moto X系列，主打个性定制和美国制造。尤其是后者，颇有逆流而行的味道。
因为众所周知的原因，美国的制造成本远远高于新兴国家。从一年来的实践看，摩托罗拉移动并未能成功越过这一难关，表现在：
1.员工规模萎缩
摩托罗拉移动位于德克萨斯州沃思堡市的工厂在去年年末员工数一度曾达到3800人，其中大多数来自代工厂商伟创力国际公司。如今，员工数已经下降到700人左右。
2.高端战略遇挫
主打定制化服务Moto Maker的Moto X系列一直没能取得成功。根据市场研究公司Strategy Analytics的数据，Moto X去年第三季度的销量仅为50万部，今年第一季度销量也只有90万部，并且上市后价格不断被迫下调。
反观Moto X指向的对手则远远超出其的销量级别。如三星最新一代旗舰级手机Galaxy S5仅耗时25天销量即突破1000万部，创下系列新高。而iPhone 5s/5c在上市后的首周末三天销量就高达900万部。
可以说，Moto X销量的低迷是摩托罗拉移动无法继续坚持在成本高昂的美国生产手机的根本原因。
3.在欧美品牌影响力仍在
摩托罗拉被谷歌收购后其产品数量遭到削减，导致总体销量不断下滑。根据Strategy Analytics数据，去年第三季度，摩托罗拉移动出货量的全球份额不到2%。
但另一方面，摩托罗拉移动在欧美市场的品牌号召力仍具有一定影响力。根据市场研究公司comSore公布的最新数据显示，今年第一季度摩托罗拉移动在美国智能手机市场的份额尽管下降0.3%至6.4%，但依然高居市场第四。并且和第三名的LG仅相差0.1个百分点。
同时，根据Counterpoint细分统计数据显示，在AT&T、Verizon和Sprint等美国主要运营商的销售网络中，摩托罗拉移动的销量都挤入了前五名。其中，在美国最大无线运营商Verizon的销量网络中，摩托罗拉移动的排名高达第三。
因此，摩托罗拉移动有扩大销量的品牌底气，需要的只是改变战略和具体措施。
低端转型倒逼成本控制
从去年下半年起，摩托罗拉移动就逐步开始转型。推出了针对低端市场的Moto G系列，并面向全球发售。
根据摩托罗拉移动官方的表态，目前对其贡献度最大的就是Moto G。
数据显示，2014年第一季度，摩托罗拉移动出货量达650万部，成为近两年来最好的季度销量成绩之一，初步显示回暖。
在今年2月在巴塞罗那举行的MWC大会上，摩托罗拉移动承认Moto G是公司史上销量最快的智能手机。有机构调查称这款售价不到200美元的低端手机是欧洲1月最畅销的手机型号。
但不能忽视的是，跟随谷歌财报发布的摩托罗拉移动业绩显示，其仍然亏损并有扩大的趋势。
因此，Moto G的初步成功显示了低端战略的可行，但控制成本已是当务之急。这倒逼摩托罗拉移动将生产线转移到新兴国家。
联想收购影响
尽管摩托罗拉移动的发言人声称此次关闭德州工厂的决定与联想收购无关，尽管这笔价值29亿美元的并购案要在今年晚些时候才能完成，联想因素必然回避不了。
联想收购摩托罗拉移动就是看重了后者在西方世界尚存的影响力，力图借其打开这些市场。而如前面三点所述，摩托罗拉移动不改变现行的产品策略和在成本高昂地区制造的路线，销量很难进一步提升，联想的收购目标势必要打个折扣。
赞