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The author:(作者)qqpublished in(发表于) 2014/6/22 9:37:44 Millet has been walking on the road to success， mobile phone shops direct near-bankruptcy，
Millet has been walking on the road to success, mobile phone shops direct near-bankruptcy-mobile shop outlet-IT news Millet has been walking on the road to success, mobile phone shops direct near-bankruptcy
A mobile phone of the ex-factory price of 500 Yuan, into the hands of consumers at least 1000 dollars.
Around 2012, China's mobile phone market is in from a feature phone to a Smartphone, the double transition from 2G to 3G node. Market transformation of exciting, stimulating a wide range of different backgrounds joined the gold rush. However, put in front of them is a traditional lengthy cell phone models, from generation to generation, to the municipal agency, district-level agency, a cell phone at least 30%-50% profits devoured by middlemen, plus retail charges into consumers ' hands is the ex-factory price more than twice times.
At that time, those close to the carrier channels "Chinese", handset vendor's channel innovation is mainly two: one is represented by millet, Internet e-commerce model; another is represented by THL, ZOPO and other manufacturers in Shenzhen, shop direct. Shop direct is here, mobile phone manufacturer to open a shop, directly facing the Terminal retail sales, rather than the traditional handset vendors in the mobile channel model directly to retailers.
Today, millet has been walking on the road to success, shop direct-sales model is nearly insolvent.
At closing
"The situation is very good at the beginning, a forty or fifty-square-meter shop, huaqiang North, cleared 2 million dollars a month. "June 20, Pu communications equipment, General Manager of Shenzhen Zhuo told reporters Xu Chunwei, ZOPO just cut in mobile phone brand operated, in the face of the traditional low-efficiency, high-cost phone channel, thought of direct marketing, is the skim link between building directly facing the end consumer of its own channels, including proprietary flagship stores, franchises, etc.
Metso is made common predecessor of the major handset OEM, have some phone by ODM, OEM, and other research and production experience, and want to make use of China's Smartphone conversion, which brand operation. At that time, their judgments are on the market, whether it is a first-tier manufacturers or are new to the brand, in the face of the Smartphone market is almost on the same starting line, ZOPO hope that through "cheap high with" promptly establish brand image at the same time, channel mode, the shop 20%-30% direct marketing can bring profits.
In March 2012, ZOPO's first direct-sale flagship store opening in Shenzhen huaqiang North, and introduced the first smartphone based on the mediatek MT6575 chip platform. Opening day, including mediatek bridge, President, global marketing director Lin Zhihong, sharp Asia compro chain top, came to pay tribute.
Facilitated by the flagship money effect, huaqiang North, ZOPO prompt start of replication of this model in other areas, within a short time the new out of the more than more than 100 shops, of which there are both direct to join.
See Pu huaqiangbei stream flies, competitors quickly followed up. "Huaqiang North Street, a similar model mobile phone brand there are a dozen. "A general, insiders said.
Among them, next to the general store of THL is a mobile phone brand. The brand takes "Technology, and Happy, and Life" three English word comes, meaning "technology creates happy life." In shops and direct sales operations, THL's stronger, and by the end of 2013, which has been in the country more than more than 30 provinces and opened more than 300 brand store.
However, from the second half of 2013, closing message about THL has been circulating on the stick and Forum.
On June 20, a person close to the 21st century business Herald reporter, THL has in March this year, underwent a change of control, its original mobile phone shops have been abolished, while others were sold.
"2013 is THL very painful year, losses, franchisees also have many views and rebound. "People familiar with the matter said.
Reporter learned from sources close to the musical language of communication was informed by THL the twenty or thirty outlets have changed hands to the musical language of communication. Musical language of communication communication is a well-known retail brands, with over more than 2000 retail locations, about 15,000 employees and annual sales of nearly 7 million phone units.
ZOPO the brakes on much earlier. Reporters Xu Chunwei, probably by the end of 2012, when ZOPO realized that the shop direct mode wasn't all good, Contracting strategy was taken, over more than 100 shops off the seventy or eighty, leaving only twenty or thirty people of Mong Kok.
"Huaqiang North is an isolated case"
"The shop is too costly. "Xu Chunwei told journalists, in 2012, when commercial real estate is in the excited state, sports clothing brand bubble is not broken, a forty or fifty square feet of stores, at the height of only top hands at more than 1 million Yuan monthly rent to more than 200,000 dollars, plus tea costs, decoration costs, labor," the site is painful, and spend a lot of effort. "
Xu Chunwei, now in retrospect, huaqiang North flagship store is an isolated case, "subsequently opened store flows of people and most of them fall short of the store sales".
According to he analysis, causes may is: first, as China phone circulation distribution center, China strong north of flow does to alternative, "we in China strong North opened of although is retail stores, now wanted to which has many is wholesale of sales"; second, China strong North shop opened of Shi, domestic smart phone market only just started, mediatek also only just launched has competitiveness of smart phone chip, many traditional phone manufacturers also busy clear function machine of inventory, ZOPO at in smart machine products Shang Rob has opportunities, later, With intelligent supply of amplification, product advantage quickly weakened as it once was.
Actually, China phone market in smart machine era of competition called tragic, while, with operators on phone terminal control force of strengthened, thousand Yuan smart machine quickly became price Red Sea, "Chinese cool Alliance" relies on operators channel quickly volume, this channel of low Maori also let they itself wandering Yu profit and loss balance of edge; on the, to millet for representative of across territories power with Internet, and electric commercial, new channel and marketing mode, cut market, to low cost, and low price and so-called Internet thinking killed opened a article crowd.
"Some people say China cool and millet to the original function of the machine age cottage and small and medium sized business run out of road. I agree with that. "Xu Chunwei said.
In addition to ZOPO, THL's mobile phone manufacturers opened outlet store, traditional mobile phone distributors such as aishide (002416. SZ) didn't intervene at an earlier time in retail segment. Aishide was established in 2006 to specialize in retail, a wholly-owned subsidiary of cool digital, operates Coodoo and 3C4U both digital chain, which operates mainly in Apple-related products, which are mainly sales of other brands of digital products.
"The retail business in 2013, the company suffered an operating loss. "Aishide points out in its 2013 annual report, corporate merchandising retail profitability decline in trendy 3C, such as the retail business's overall strategy is not yet complete. Reported in fiscal year 2013, aishide "digital electronics retail chain" business revenue of $ 2.14 billion yuan, down 35.23% compared with the previous year, represent a proportion of the operating costs fell to 5.67% from 17.58% in 2012.
Aishide believes that China's retail industry is growing steadily, but slowing, while online retail will continue rapid growth, and offline integration trend is obvious, namely: traditional retail relies on offline channels began to develop online retail, online retail businesses by way of equity investments, cooperation platform has also been active off line layout.
O2O attempts
The domestic mobile phone market with no money to be made, ZOPO began looking to overseas markets.
According to Xu Chunwei said, at present, Mr brand has a dozen retail shops in Europe, mainly in Spain, and Italy, and France and the Ukraine, and other places, the total monthly sales of fifty thousand or sixty thousand units, "Although the size is not too large, but the profits are guaranteed in the European market." From the perspective of price, each using cell phones to 300-350 euros, about 2600-2900, also belong to the middle and high-end mobile phones price in the local market.
Impression that the main channels to operators on the European market, where is the living space of a Chinese mobile phone brand? Xu Chunwei believes that although channels to operators in Europe, but the community channel is a niche, about 20%-30% ratio, largely replacement demand within the tariff package, "for example cell phone breaks down or not fashion, this leaves bare metal market needs."
Reporters Xu Chunwei, European mobile market is relatively mature, requires a variety of stringent certification, consumer products more from technology, quality and other requirements, and therefore relatively high barriers to entry, but it also means that the market where competition is less fierce. Pu products in the case of comparably configured, the price is much lower than the big brands such as Samsung.
ZOPO in line with the European store operation not only for itself, but by the platform of European local distributors, e-commerce investments. Xu Chunwei said that European consumers are more conservative, a new brand to gain their trust is "seeing is believing".
Meanwhile, offline store displays and experience, while promoting e-commerce platform search and transaction. Xu Chunwei believes that this is a through line O2O mode of driving online sales. At present, the General mobile phones have on eBay and sell on dhgate and other cross-border e-commerce platform.
ZOPO in Viet Nam market O2O is through the online channel to promote, especially social and mobile platforms, but complete transactions online link, "currently Viet Nam online payment or obstacles."
Said Xu Chunwei, ZOPO in overseas markets, the next step is to establish local branding and after-sale maintenance team.
As for the Chinese market, said Xu Chunwei, offline shops will not be fully abolished, flagship store still retains a certain scale, the "pure e-commerce is not going to work, millet is said to two-thirds sales are done online", but online shop features will move from sales to product experience, in addition to individual custom built, will also consider the mode of cooperation with the big retail chains.
While retaining the store on the basis of a certain size, ZOPO is also considering Internet brand, initially known as "little black". Xu Chunwei told reporters, because is still at the preparatory stage, to disclose further details, but stressed that the direction will be a breakdown of user groups.
According to people familiar with the matter told reporters, THL under domestic online shop for abolition, after the transfer, the original owner's business began to turn to overseas markets, "THL brand in the domestic market is not a".
ZOPO an inside source told reporters, originally Pu Hua Qiang bei flagship store shop direct brands have disappeared along the same street about, some transition and exit.
(Reporter Liu Fangyuan has also contributed to this article)
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