In recent years, the pattern of the domestic mobile phone market can be said to change constantly. Huawei, OPPO, and vivo have become the three largest mobile phone manufacturers in China, and the old manufacturers such as Lenovo have become smaller and smaller. In 2015, Lenovo’s mobile phones began to decline, and in 2016, the sales of cliff-type products declined. In the process, Lenovo made fine-tuning strategies and even changed coaches frequently, but the market did not see any significant improvement. However, Lenovo may continue to stage a drama of killing and tearing Zuki off.

According to recent news, Lenovo decided to abandon its ZUK brand and no longer launch a new ZUK machine. Before the press release, Lenovo and ZUK did not respond to this rumor. Now many digital players and industry insiders are discussing this issue, and from the ZUK official microblogging interaction can be seen that Lenovo is indeed interested in abandoning the ZUK brand.

According to reports from Netease Technology, they have confirmed the employees of ZUK. Lenovo has decided to abolish the ZUK brand, and it has been set in 2016. Even ZUK Edge has not yet been released.

After the abolition of ZUK, Lenovo only retained the Moto mobile phone brand. It is reported that ZUK's team will eventually merge into Moto, and Moto will adopt ZUK's ZUI system in the future. Of course, whether it is abolished or merged into Moto, the results are the same.

Since then, there is no ZUK mobile phone.

ZUK is a microcosm of Internet brands' exit

ZUK was born in May 2015 and has only been established for two years since its establishment. So far, four products have been introduced. Users who are familiar with the ZUK brand may know that they were born in magical workshops. The magical workshop is a subsidiary of Lenovo based on the Internet platform. It mainly operates hardware terminal products such as smart phones. It can be seen that ZUK is a member of the Lenovo system since its inception.

From the background of ZUK's founding, ZUK should be an attempt to think of Lenovo as an Internet mobile phone brand. Because with the success of Xiaomi, many traditional and new mobile phone manufacturers have used the Internet to take root in the mobile phone industry. By 2016, Lenovo's mobile phone architecture was adjusted and ZUK became an important product line of Lenovo.

As an Internet mobile phone brand, ZUK is still relatively successful, after all, it has accumulated a lot of real fans, and the product is quite cost-effective, but also has a high degree of concern. When ZUK first released the Z1, the phone's configuration was no less than Xiaomi 4, and the price was a full 700 yuan lower than that of Xiaomi 4. ZUK has also made a lot of efforts in marketing, such as the launch of Huang Bo and Kim Soo-hyun's celebrity customized models. In addition, ZUK's U-Touch is similar to Meizu's mBack, and this controversy has given ZUK more attention.

Although the ZUK model has a very high price/performance ratio, it also has a high degree of attention on the Internet. However, in the fierce market competition, ZUK has not taken many cities.

With the lag in technological innovation, the homogenization has intensified, causing the mobile phone industry to shift from user experience competition to channel competition. In 2015, the key battlegrounds are online channels, and the secret of selling is the price/performance ratio. In 2016, key battlefields pulled into the offline market and marketing of multi-channel brands. Users who are concerned about the mobile phone industry can find that Xiaomi has also been desperately laying down the offline market since last year and learning about multi-channel brand marketing of OPPO/vivo.

The deadly thing is that ZUK has no obvious advantages in terms of channels and brands, and with the loss of the mobile business expanding, Lenovo is first and foremost in controlling operating costs, and has no money to push two brands at the same time. In the face of a two-in-one situation, Lenovo can only choose Moto, which has a relatively louder brand.

In fact, the situation facing ZUK is just a microcosm of the Internet brand's bleak exit. Now that the online channels have been constrained, there is not much accumulation in these online channels and brands, and eventually they are struggling, such as Coke and IUNI who died last year.

The death of ZUK, Lenovo

As mentioned above, if ZUK is really abolished, it is a helpless move for Lenovo. In literature and art, it is that Zhuge Liang tears the horse, and according to market management, it is a broken arm to survive.

Recently, Lenovo released its financial report for the third quarter of 2016. Mobile business revenue fell by 23%, and its loss increased to US$255 million. According to IDC research data, in 2016, Lenovo’s smartphone shipments fell by 26% year-on-year, and global shipments have fallen out of the top five (2014 third, 2015 fifth).

With the advantage of the operating channel, Lenovo had only spent 4 years before. In 2013, it achieved the 4th place in the global mobile phone market share. Lenovo, ZTE, Huawei, and Coolpad were even referred to as “China Cool Joint”, which represented the pattern of the domestic mobile phone industry at that time. However, since the mobile phone industry opened the market, Lenovo began to fade out of sight because it did not make timely adjustments and lacked innovative and technologically advanced explosive products.

Yang Yuanqing (President of Lenovo) once said about Lenovo's mobile business: “Lenovo has a slower pace of transition from the operator market to the new market. After the success of the operator market, Lenovo was a bit lax.”

Machine sea tactics and complex product lines are also the reasons for the narrowing of the Lenovo mobile phone market. In fact, Lenovo experienced the replacement of five brands: Music Phone, Lenovo, Music Lemon, Vibe and ZUK. Complex product lines, it is difficult to form a brand of precipitation, can not focus on the high-end market.

It is reported that after Chen Xudong took over the Lenovo mobile phone in 2015, he has focused on establishing social channels, taking a quality strategy and resolutely giving up 50% of the models. However, in 2016, Lenovo’s mobile phone business did not turn a corner, but there was a drop in sales.

From the replacement of Music Phone, Lenovo, Music Lemon and Vibe brands to the abolition of ZUK, Lenovo’s mobile phone business is a bumpy process. Unexpectedly, the future of Lenovo mobile phones or only the Moto that was acquired will remain.

Broken arm weight, put to death and then born?

Some time ago, Yang Yuanqing emphasized at the association’s mobilization meeting that Lenovo’s mobile phone business was extremely important, and could not be given up lightly, nor would it stop halfway. He hoped that through the new management team, Lenovo’s mobile phone would return to the first echelon. In addition, at this year’s MWC conference, Yang Yuanqing also told the media that Lenovo’s mobile phone is “clearing and restarting” and decided to fight for a turnaround.

Perhaps this is also hinting that the ZUK brand will be abolished. For Lenovo, this is a broken arm, dead and born. After the abolition of ZUK, Lenovo will promote the Moto brand. According to Yang Yuanqing's plan, Lenovo will build an important management team, develop products for the domestic market, and vigorously promote branding and marketing.

Take these three steps, Lenovo can turn it? Assume that Lenovo can handle internal issues, but from the outside of Lenovo, the mobile phone industry is particularly fierce competition, brand and channel is the key, it is already difficult to win. All in all, the difficulties faced by Lenovo's mobile phone business are many. As for whether it can stand up, let us wait and see.

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