Millet why Brazil broken halberds? The taxation system complicated, brand unknown-phone, millet, Brazil-IT information
External and millet are constantly adjusting their strategy.
Enter the Brazil market-less than 1 year, Remy recently announced a change in Brazil market strategies, in the short term is no longer publishing new phones, the team will return to China. Brazil is millet the first stop out of Asia.
In fact, in the Brazil market millet resistance of the mobile phone manufacturers are not a. A Chinese mobile phone manufacturer in charge of overseas markets, some Chinese brand into Brazil market, but both ended in failure. Huawei and ZTE are moving into Brazil after the smart-phone market out, again in 2015 to enter, of course, is not a breakthrough .
Millet Brazil market resistance
Public information in July 2015, millet entered the Brazil market. Subsequently, the millet launched the Red 2 and red rice 2 Pro two handsets. Sales channels, the company is through the e-commerce platform, and second, some products are sold through the store.
Brazil national electronic product trade protection to import high taxes prompt manufacturers for local production of electronic devices. Therefore, in the case of local labour and parts costs, want to open Brazil companies have set up shop in the local markets, Samsung, LG, Sony and other companies are local CKD(SKD Assembly).
It is understood that the millet in Brazil local purchasing part parts, parts accessories imported products from Foxconn Brazil factory OEM. For there is no advantage of millet in the supply chain, from the legal and accounting issues to foreign parts, logistics, transportation, financial systems and so on, need to redesign--this is a major challenge.
In addition, in Brazil, large physical retailers control the main channel sales. Data show that only 15% of Brazil local consumers buy mobile phones online. Millet is dominated by online sales channels.
Millet Vice President Hugo Barak had introduced millet in the Brazil market's biggest selling point is its price, list price $ 160 red m 2 cell phone almost exclusively local competitors product is half the price of similar stalls. However, as Brazil logistics, tax burdens and high storage costs, millet's low prices can sustain is unknown.
Clearly, the hope to win by expanding the international market shipments grew millet, Brazil markets predict the complexity of problems.
About the Brazil market adjustments, Hugo Barak explained that because of Brazil's production regulations, online sales tax policy changes not within short time in Brazil to launch a new product. And original local production strategy will change, millet's future will be decided according to different products, whether through imports or is in Brazil to local production .
Taxes as "Tiger"
As the world's fourth largest smartphone market, removing classified in Lenovo and TCL, Motorola and Alcatel-Lucent are two brands, Brazil is not in any shipments of mobile phone manufacturers in China's contribution list.
Counterpoint data show that in 2015 the fourth quarter, Brazil phone market "other brands" the share market dropped to 15.7% from 28% in 2014 Q4. 12% in this lost market share, Samsung shares 10%, market share increased to 42.9%, accounting for half, followed by Motorola, Alcatel-15.7%, LG 12.9%, Apple 5%. Chinese manufacturers in Brazil market place, must compete with these traditional brands.
" Brazil is the most difficult market, no one ," a ZTE Brazil employees, Brazil, state taxes federal levels, layers of nested; import tax higher grandiose ambitions, the cash-strapped consumers and has a passion for stage and market highly unique. "We all know Brazil market has great potential, but how to develop the market, actually we are all still learning . ”
Tax is Brazil market "Tiger". It is understood that the Brazil federal, State and municipal taxes levied on the three levels of Government currently has 104 . September 2015, Brazil's largest business associations--Brazil Industry Association published a survey report, 96% of enterprises believe that Brazil tax system is very poor or poor, considered Brazil's tax system is too complex, 60% only 4% of respondents of the tax system as a "good" or "better".
Cool sent Group Deputy President, and overseas business head Luo Zhongsheng to 21st century economic reported reporter introduced, Brazil is a relative closed of market, tax complex and not transparent, China phone manufacturers hard get effective of protection; while, its points pin channel was four operators oligarchs put control, to local fuck disc, need established huge of localized team; due to tax, the aspects cost brings of local price upgrade, brand cognitive degrees also insufficient of China manufacturers faced of competition environment is hard; addition, Brazil Councils does not stable, Policy instability also pose a business risk.
小米为啥巴西折戟？税制复杂、品牌没名气 -
小米手机,
小米,巴西 - IT资讯
内外交困的小米正在不断调整其战略。
进军巴西市场不满1年，小米近日宣布改变巴西市场策略，短期之内不再发布新款手机，团队也将返回中国。而巴西是小米走出亚洲的第一站。
事实上，在巴西市场遇阻的手机厂商并不是小米一家。一位中国手机厂商海外市场负责人介绍，一些中国品牌曾经打入巴西市场，但均以失败告终。华为和中兴都在进入巴西智能机市场后又退出，在2015年再次进入，当然未有突破。
小米巴西市场遇阻
公开资料显示，2015年7月小米正式进军巴西市场。随后，小米推出了红米2和红米2 Pro两款手机。销售渠道上，公司一是通过电商平台，二是将部分产品通过实体店销售。
巴西对于本国电子产品采取贸易保护，以进口电子设备的高税率促使厂商实现本地生产。因此，在当地劳动力和配件成本高昂的情况下，希望打开巴西市场的公司仍纷纷在当地开设工厂，三星、LG、索尼等企业均在当地进行CKD（全散装件组装）。
据了解，小米在巴西本地采购部分配件，部分配件进口，产品由富士康巴西工厂代工。对于在供应链上并无优势的小米而言，从法律和会计问题到进口零部件、物流、运输、财务系统等，都需要重新设计——这无疑是一大挑战。
此外，在巴西，大型实体零售店控制着销售主渠道。数据显示，只有15%的巴西本地消费者会在网上购买手机。而小米的销售渠道以线上为主。
小米全球副总裁雨果·巴拉曾介绍，小米在巴西市场最大卖点在于其售价，标价160美金的红米2手机几乎只是当地竞争者类似档位产品售价的一半。然而，由于巴西的物流、税负和仓储成本居高不下，小米的低价策略能否长期支撑尚不可知。
显然，希望通过拓展国际市场来赢得出货量增长的小米，对巴西市场的复杂程度预估不足。
关于此次巴西市场的调整，雨果·巴拉解释称，由于巴西的生产规章、在线销售的税收政策不断变化，短期之内不会在巴西发布新产品。而原先的本地生产策略也将改变，小米未来会根据不同的产品决定，究竟是通过进口还是在巴西当地生产。
税收成“拦路虎”
作为全球第四大智能手机市场，除去分别归入联想和TCL的摩托罗拉和阿尔卡特两个品牌，巴西并不在任何一家中国手机厂商出货量的贡献榜单里。
Counterpoint数据显示，2015年第四季度，巴西手机市场中“其他品牌”所占的市场份额从2014年Q4的28%降至15.7%。在这失去的12%的市场份额里，三星分享了10%，市场份额增至42.9%，占据半壁江山，随后是摩托罗拉15.7%、LG 12.9%、Apple 7.9%、阿尔卡特5%。中国厂商要在巴西市场占有一席之地，必须与这些传统品牌竞争。
“巴西是最难做的市场，没有之一”，一位中兴巴西员工介绍，巴西市州联邦三级征税，层层嵌套；进口产品税收高；消费者好高骛远、囊中羞涩又酷爱分期，市场极具独特性。“大家都知道巴西市场潜力大，但是如何培养这个市场，大家其实都还在学习。”
税收可谓是巴西市场的“拦路虎”。据了解，巴西联邦、州和市三级政府所征收的税种目前有104种。2015年9月，巴西最大的企业协会组织——巴西工业联合会发表的一项调查报告指出，96%的企业认为巴西税制很差或较差，认为巴西的税制太复杂占60%，只有4%的受访企业对税收制度评为“好”或“较好”。
酷派集团副总裁、海外业务负责人罗忠生向21世纪经济报道记者介绍，巴西是一个相对封闭的市场，税制复杂且不透明，中国手机厂商很难得到有效的保护；同时，其分销渠道被四大运营商寡头把控，若要本地操盘，需要建立庞大的本地化团队；由于税收等各方面成本带来的当地售价提升，品牌认知度还不足的中国厂商面临的竞争环境十分艰难；另外，巴西政局并不稳定，政策不稳定也带来了商务风险。