Mobile phone from production to sales, 30%40% cost in the channel, logistics

As we all know, mobile phone from production to sales, 30%-40% of the cost of the channel, logistics. In general, 1000 yuan of mobile phones, mobile phone manufacturers can only receive 600-700 yuan. In the electric business channel, the product retail can save the traditional channel of those costs, directly to the user. Users spend less money to buy more value products, they will have a good impression of the brand, the brand will slowly generate a premium. It is based on this idea that traditional handset manufacturers have started to travel to the electric business. Looking from the current way, mainly adopts the dual-drive mode of self-construction and third-party electric platform.

Of course, the traditional mobile phone manufacturers to enter the field of electricity, the most direct and most effective mode is still with Jingdong Mall, Suning easy to buy, Cat, Amazon and other major electric platform to establish cooperative relations, at this stage of the situation, the third party electric business platform occupies a strong position. This is inevitable for the traditional mobile phone manufacturers of the road to bring a hidden concern.

Some industry analysts believe that today's mobile phone manufacturers are constantly cutting the meat to feed the eagle to grow mobile phone dealers, is to conform to the trend, but also to dig their own pits, 3 years later when the mobile phone through the sales accounted for 1/3 (annual sales of 1.7 to 200 million units), and the electric business channel by Tencent-Jingdong and Ali duopoly control in the 90% share, The relationship between the manufacturer and the electric business duopoly, just like the home appliance times gome Su Ning in turn controls the upstream factory to become weaker.

At the same time, according to the monitoring products Iectracker statistics show that 2013 mainstream electric platform mobile phone brand sales, multi-platform comprehensive comparison, millet mobile phone sales have successfully surpassed Samsung ranked first, which millet network of its own electric business channel in the Millet mobile phone sales have accounted for 70% Channel weights. and the advantages of Millet's own electric power channels in the recently held "Rice Noodle Festival" was again verified.

It is based on the third party electric Shangping The future may be for their own clamp and millet own power channels of success, so that the traditional mobile phone manufacturers realize that the establishment of their own brand and channel is the final electric dealer road.

To this end, Huawei, Lenovo, ZTE, Oppo in the last year has been the layout of online shopping malls, cool and ZTE in 2013 on the line of the independent Electric Business website. So far, "China Cool Alliance" four first-line brand all opened the business, the other two or three lines of brands are also in succession to the electrical business transformation.

However, from these traditional mobile phone manufacturers have built their own electric power brand and the effect of the channel is not very ideal, at least compared with the millet still exist a large gap (mainly reflected in the flow and flow of the import). At the same time, with the major mobile phone manufacturers have launched their own electric business platform, the road of the electrical business how to get out of the difference has become a new key to competition.

In response to this, in recent days caused great concern and hot talk of ZTE's blockbuster 1th star mobile phone released, in addition to the release of its own electrical goods card, we found ZTE also launched a "micro-product will" platform.

Like Taobao open Shop Way, users simply download an APP installation and register as a member of the micro-club, they can operate their own mobile phone shop, but only ZTE mobile phone, and all the mobile end of the store information by ZTE Commitment, including product distribution, after-sales service, Members only need to recommend in the micro-trust friends circle or other platforms, so that other users through the link into the store can be traded, members of each sell a mobile phone can get 5%-10% of the rebate. It can be said that the "micro-product" with social marketing attributes provides a good reference for the problem of the low flow rate of the traditional handset manufacturer's own electric quotient platform.

But there is no denying that social marketing can be seen as a manifestation of the eye economy, and attracting attention is the primary condition of social marketing. In social marketing, information dissemination mode is not vertical structure, but vertical and horizontal network structure. The information dissemination is interactive, whether the product has the bright spot and has the attraction, is decides the information can be two times, three times even many times to share the key factor.

From the "star 1th" product, in addition to the use of 5-inch high-definition large screen, Gaotong four core processor, 5 million + 8 million front and rear camera, support 5-mode 13-frequency network and so on these most basic mainstream hardware configuration, it also because of some features are called "most obedient" mobile phone, for example, can achieve voice-activated unlock , voice-activated listening, voice control to open music, voice control navigation, voice-activated self-portraits. In addition, the mobile phone also continues the best photo experience of ZTE Mobile phone, you can achieve 100px macro shooting, weak light photography, night photography, 88 degrees wide wide-angle self-portraits and other functions. Therefore, the Star 1th product itself is quite bright and attractive.

In fact, the "star One" mainstream efficient hardware configuration, 5-mode 13-frequency network coverage, novel and unique software applications, photon payment, plus the 4G system, indeed more than the existing almost all of the electric dealer 3G mobile phones, which indicates that after 3 months ago ZTE Terminal CEO Zeng Xuzhong proposed "internet thinking", ZTE Mobile phone for consumers, the beginning of the transformation of younger.

The former "Mother mobile phone," said the Nubian Z5 Mini set off the "domestic machine rich way" of the discussion upsurge, after introducing new marketing strategy and Internet thinking, it indicates that ZTE has been on the road to realize the transformation of channel and marketing mode by means of customization from dependent operators, switching to branding and electric business operation.

To sum up, we believe that the current traditional mobile phone manufacturers to get together with the electric platform, do their own products, establish and strengthen their own brand is still the first, and the establishment, promotion and operation of electric dealers (including brands and channels), and ultimately achieve results, but also the need for differentiated wisdom.