Can primary school students save Nokia?

Unless a groundbreaking system emerges, it will be difficult for Nokia to rise again and everything will have to start all over again.

Nokia's biggest failure was its failure to adopt the Android system. Nokia used hundreds of billions of dollars to teach us a simple truth: if you can't keep up with the times, you will be eliminated.

Founded in 1965, Nokia survived independently for 48 years, gradually transforming from a paper mill to a mobile phone manufacturer. In 1996, it ascended to the throne of the British Empire, which lasted for 14 years, and created many world records. The classic model 1100 sold more than 1 billion units, which no one could match. However, Nokia, which ranked first in mobile phone sales in the world for 14 consecutive years, was defeated by Samsung and Apple in 2011. Nokia, which suffered continuous losses, was acquired by Microsoft in 2013 and could only live a life of dependence. Today, it is struggling to survive, and its family members are no longer safe, and Microsoft has laid off employees worldwide.

Although Nokia is in decline, as people enter the era of mobile communications, its reputation and status in people's hearts are unmatched by any other mobile phone manufacturer.

Today's Nokia feels like first love, or like a deceased first wife, born only for nostalgia.

Most of Nokia's new models are mid-to-low-end, especially cheap feature phones, such as the Nokia 130, which has attracted the most attention recently and is priced at only 157 yuan. Many netizens expressed their desire to buy one. Why is this so?

There are two reasons: First, Nokia has a solid reputation for quality. It is cheap and a well-known brand, so it is a good choice to buy it as a backup phone. Second, it is for nostalgia, to reminisce the time when I was with Nokia.

The author predicts that Nokia will continue to adopt the three routes of low, medium and high, focusing on low-end and medium-end models. Low-end feature phones hover around 300 yuan; mid-end smart phones do not exceed 1,500 yuan; but within a year and a half, Nokia will at most release two high-end phones priced over 3,000 yuan.

Why does Nokia focus on the mid-to-low-end route?

First, given the current market situation, Samsung and Apple cannot compete in the high-end mobile phone market, but the mid- and low-end markets are not their main sphere of influence and are easy to compete in.

Second, the user groups of low-end and mid-range mobile phones are either people with temporarily poor economic conditions, which account for the majority of the total population in China and the world, or students, such as primary and secondary school students, and some college students with average economic conditions.

Jo Harlow, vice president of Microsoft's mobile business, also said that Microsoft will not give up Nokia's low-end functions. There are more than 1 billion users in the world who do not have mobile phones. Nokia launched this cheap candy bar phone to cover this type of users. In other words, Nokia hopes that the sales of mobile phones like 130 can exceed 1 billion units.

As for the Chinese market, primary and secondary school students are the consumer group that Nokia should most cultivate and target.

Why is Nokia worth being missed by so many people and why does it have so many loyal fans? In addition to its quality advantages, it is more because Nokia has been with users for so many years, even from the first mobile phone to the subsequent upgrades. How can people forget this deep feeling? How can people not miss the days when they were crazy about it?

Therefore, if Nokia wants to rise, it must not only wait for the emergence of a groundbreaking new system, but also cultivate a new batch of loyal users before that. Because Nokia has been declining since 2009, people born in the 1990s basically don’t spend all day with Nokia. They don’t have a strong emotional bond and can’t have this group of loyal fans. But if a new generation of fans is cultivated, starting from babies (an exaggeration), using Nokia from an early age, cultivating user fan habits and cultivating emotions, when these young users grow up, they will be able to afford high-end phones, laying the most solid foundation for a comeback in the future.

Small suggestion: Nokia can focus on establishing student channels in small and medium-sized cities and cooperate with schools. Now many schools in small cities in China will cooperate with merchants to uniformly provide mobile phones to primary school students, but only low-end phones are configured to prevent students from playing with mobile phones and delaying their studies, and at the same time facilitate communication with teachers, students and parents. If Nokia can do this business in schools, grasp the student group, start with children, and build brand trust and popularity, Nokia may still be a strong brand ten years later.

Do you think Nokia is going to die? Do you think it will really be "de-Nokiaized"?

A king will not bow his head easily, and if he does, it must be because he has endured hardships and humiliated himself.

To summarize Nokia's strategy: feature phones retain old fans; low- and mid-end phones attract students and most of the non-well-off population, focus on niche groups, and cultivate future high-end consumer fans.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.