High cost of Shenzhen Huaqiang North, a decade ago, mobile phone retail stores a month's rent will more than 20 square meters of more than 30,000 yuan, and now good shops, even '89 times the price, have also been looting.
In the first-tier cities, the cost of mobile phone operators flagship store in about a hundred million one.Faced with such high costs, Yu Yifang, executive vice president of ZTE terminals in China remain confident that future opportunities for new ZTE is present in the channel. In the latest plan ZTE's overall business plan terminal year of 3000-4000 is to establish stores in the country, mainly for open channels.Wherein the number of first-tier cities flagship store at 1-2. "We see this year as in the channel." Yu Yifang told the "First Financial Daily", ZTE's goal is still to return to the top three in the country within three years, mobile phone sales this year, plans to complete 60 million, then 70 million challenge.
Throwing money to the channel and a few mobile phone manufacturers. China Yanhui phone League Secretary General told reporters that the dispute has spread channels from a single channel to all channels of the competition, from a second-tier cities to the rural market towns, everyone in the "mutual seats and seize territory." According to incomplete statistics, the current channel digital input various mobile phone manufacturers announced calculations, the amount is far more than one billion level.
But for large investment channels really bring new opportunities for mobile phone manufacturers do? April 19, TrendFroce research institutions released a report, a quarter of the global smart phone sales of 291.7 million units, down 1.3 percent year on year, the chain fell 18.6% . After the smart phone market sales of the summit, the inevitable decline seems to have come.
Offline channels
"Consumers now has a wide choice of opportunities, but when there are too many options but do not know how to choose, so that more consumers to experience the product directly, quickly enjoy the products turned out to online sales-oriented brand, have lower regression line or by means of carrier power to penetrate, but the brand will continue under the original line select line expansion, in order to channel filled short board. "Yu Yifang told reporters that hope within two years, ZTE smartphones channel balance is 1: 1: 1, that is under the operator channels, online channels and cable channels third of the world.
This means that cable channel will carry more than 30% sales of ZTE smartphones task.
This is mainly done for many years operators to customize the machine's resurgence is not easy, in a very long time, ZTE mobile phone shipments ninety percent from the operators, as well as in public electricity supplier channels, speed resurgence in recent years significantly slower than the opponent.
In this regard, ZTE terminal responsible person Xuezhong bluntly that the air in the past two missed, one of which is the channel.
"The three major channels of the third world, the first stage, smartphones initiation, promotion of smart phone operator core power, the achievements of China cool Alliance, ZTE seized the opportunity. The second stage, the popularity of smart phones, consumer who switch from function machines to intelligent machines is the core driving force, the pursuit of cost-effective, good at online marketing millet achieved rapid growth since the second half of 2014 and upgraded to become the leading replacement, online channels have a long-term precipitation, the pursuit of extravagant light work backgammon, Huawei has been successful. in this regard, ZTE reaction is not fast enough to start over-reliance on the operator channel, and later abandon this market is too large, the other channel construction is not in a day, this is a great lesson. "Zeng Xuezhong said.
"Inherent channel-dependent and institutional transformation under slower hard to make into a resurgence." ZTE an insider told reporters that even if the internal policies to promote the interests of both the entanglement but there is no way to make resurgence as decisive as other manufacturers .
Wang Yanhui believes ZTE and Huawei have technical strength could have allowed small run, fast out of the throes of transition, but under the umbrella of restricted too.
"At present, the new leadership has attached great importance to the terminal, causing us to personnel by an overall plan, currently absorb more than forty sales experts, in the implementation of ZTE, channel strategy and product strategy for the implementation of talent strategy implementation are the next big effort. "Yu Yifang told reporters.
According to an initial operational outlets 100,000 yuan investment, a flagship store started operating costs of several million dollars to calculate the distribution channels on ZTE will invest at least nearly 500 million operating costs.
Hidden danger
"Let any one vendor 2000 stores across the country, a shop twenty tens of thousands per month is unbearable, but the line channels for mobile phone makers, is essential, because pure online model has a walk . "Science and Technology Meizu Huahai Liang, senior director of sales Division had told reporters.
He believes that, in early 2015, the number of mobile phone brands can also erupt at some point, but the entire phone era into the era of full competition, to be strong everywhere, can not have a short board.
In recent years, millet, Huawei, Cool, Jin and many other vendors are in the layout. Last November, the United States and the United Nations to establish millet under a line of stores; last December, Huawei released "1000 county plan";, said Li Bin, president of Cool, Cool is reconstructed offline channels; then, Suning capital increase shares Nubi Asia, will no doubt make up the next needed Nubian offline channels.
Wang Yanhui said the net sales price of mobile phones more and more transparent, vendor profit margins are compressed more and more low electricity supplier channels dividend in the end, the Internet phone has become a new channel sink strategy.
GFK market research firm released data show that the fourth quarter of 2014, domestic mobile phone sales reached 25 million online channel units, the first quarter of 2015 was only 19 million units, a decline of 22.6%, the actual sales channels from the line 7600 million to 77 million units. In this year, domestic manufacturers of open channels, channel operators, online channels roughly in proportion 4: 4: 2.
But for the real money market investment channels really bring new opportunities for manufacturers to do?
"A Shenzhen Huaqiang North Meizu stores, 2008, 2009, shop rent 30,000 yuan, more than 20 square meters, the rent is now about 22 million, which is limited to the rent, 'warm boiled frog' may be on the chin, suddenly jump does not work any one vendor are difficult, in Beijing, Shanghai is the same problem. second-tier cities rent asking price is 80000 difficult to bear. "channel veteran, he told reporters that the new channel for manufacturers is undoubtedly a double-edged sword.
A few years ago, some overseas manufacturers choose to do ODM fought in the domestic market, such as zopo Zhuopu, THL and the like. Driven to make money in North Huaqiang flagship store effect, Zhuopu in just six months out of the more than 100 shops, but now the market seems to have no voice in these companies.
"We also note the risk." Yu Yifang told reporters that last year the implementation of product strategy, but also make great efforts to put the brand, and then do the electricity supplier channels, step by step.When your brand recognized, further increase investment in online stores, so as to be a matter of course.
"Any business can not ignore the whole channel must be multi-channel operation, and each channel is not fighting each other, must be fused to synergy." Yu Yifang told reporters.