Traditional mobile phone dealers sad day, ox stare at the two or three-line city

Apple "Ox" re Out of the lake: Enter the two or three-line city

"Ox" puts a pocket full of brand-new Apple iphone 6 mobile phone on the desk, and makes a number of money gesture with right hand. 10 minutes later, "Ox" a face satisfied to leave the office in Zhongguancun, left alone shook his head sigh Li Xian (alias), he then used red pen in the calendar January 13, the lattice wrote the words "+50". This is the 13-day new calendar, each of the past days with a red pen to write a number.

"See for yourself, this is the quantity that I can get every day, 50 units today, it is the most day." Li Xian to "Huaxia times" reporter said.

Li Xian, who runs a cell phone store in Zhongguancun, is a small agent of the iphone, but because of the heat of the fruit powder, the past few years have been "a pretty good day". The launch of Apple's iphone 6 has made him look forward to 2015, but when 2015 comes, he has a "darkest day".

Expansion of direct shop, general agent career change, Senior Agent to run ... The marketing channel of Apple's mobile phone is undergoing a revolution, the only goal is to try to get rid of the middle of business. The results of the revolution were immediate, with data from Swiss banks showing that for the first time in the past quarter, China overtook the US to become the iphone's biggest consumer market.

Get rid of the middleman

Li Xian's turning point occurred at the end of 2014, Zhongguancun agent Beijing Guang da Century Technology Co., Ltd. (hereinafter referred to as the Canton century) boss Dongwei with money to run after.

Li Xian said, the IPhone 6 just on the market, the source of tension, Zhongguancun more than 95% of the agents to find goods without door, but Dongwei can continue to get supply. For a time, many agents flocked to the door, and even need to queue up to pay a deposit, he is one of them.

But to Li Xian unexpected is, from he queued deposit to Dongwei run, before and after a few weeks time, "he ran away I see some people say is because of Apple's business strategy has changed, let us such middlemen no profit space." ”

It is understood that the changes in Apple's business strategy occurred in October 2014, when Apple CEO Cook's fifth visit to China, not only brought the latest iphone 6 phone, but also brought a new plan in China: "The number of retail outlets in China from 15 to 40." ”

As an international giant, Apple is starting to look for new ways to open up the Chinese market, as well as many of the famous companies that are entering the Chinese market, who are beginning to want to simplify the heavy links. So Apple began phasing out the original dealers, focus on the support of High-quality distributors, offline direct store, such as vertical channels, and this is Zhongguancun dealers are picking up more and more difficult main reason.

Apple's strategic transformation has not disappointed its policymakers, which, according to Swiss bank figures, sold 69.3 million iphones in the 2014-year period, with sales in China accounting for 35%, far more than 24% of the US region. This is China's first time to become the iphone's biggest consumer market.

"Ox" is back out of the lake

Zhongguancun dealers are facing an unprecedented supply of pressure, so the dealers look at the "ox" body, which also made the disappearance of the Apple mobile phone "ox" to reproduce the lake.

"Now is the bitter day, can't take bean improper dry food." Li Xian said, "We can only rely on this way now, but after the increase is still someone to buy." ”

Li Xian Supply for the "ox" to the "Huaxia Times" reporter revealed that their source from Beijing Xidan Big Yue City Apple Store, "We and there is a harmonious relationship."

This reporter in Beijing xidan big Yue City Apple Store to verify its claim that the shop within a number of queuing to buy the team, the most South line has been listed as the "OX" dedicated channel, specifically equipped with a cashier. Since Apple has a limit of two purchases per person for the purchase of a mobile phone, the number of "scalpers" purchased here is limited, but it is not efficient to queue up repeatedly.

A shop staff told the Huaxia Times reporter, the store has a total of 16 "cattle", "they queued every day, can sweep off the shop about One-third of the goods."

Although the "ox" sweep a lot of goods, but this is far from meeting the needs of Zhongguancun apple dealers. "Basically north China's two or three-line city of mobile phones are from Zhongguancun, the demand is still very large, now a fare increase of 300 yuan to 500 yuan is nothing new." Li Xian said, "For us this just started to contact the ' cattle ' dealers, a lot of difficulties, no channel advantages to say." Now Hong Kong licensed to our hands when there is no price advantage, basically with the mainland source of profit almost, Hong we can get the price, many users can buy directly. ”

Chain Chain

For Li Xian, the trouble is not just the channel of the Apple phone, domestic mobile phone in his channel is also facing a crisis.

"The market share of Lenovo handsets, which attaches most importance to distributor channels, is decreasing in traditional brands, Huawei and Millet should be growing, but like Millet only do online marketing, official licensed basically do not go to us this, although many rumors, but I did not find the channel can directly get the goods, or can only rely on the purchase from the ' cattle ' there. According to Li Xian introduced, because Millet 4 mobile phone's black section supplies very few, therefore extremely the gunman, its increase rate has surpassed the apple "tyrants Gold", "This market, now the most lucrative is ' ox '".

Li Xian says Lenovo has also begun to try online marketing on individual models of handsets, a sign that the traditional channels of the day will surely become more and more miserable.

Li Xian's judgment is basically consistent with the Chinese Information and Communication Research Institute of the Ministry of Communications. The results of the January 12 data show that the Chinese mobile phone market in 2014, the cumulative volume of shipments of 452 million, compared to 2013 579 million, a 21.9% decline.

The hospital analysis that the decline in mobile phone shipments from China's mobile phone penetration rate has been quite high. By the end of November 2014, China's mobile phone users have reached 1.28 billion, penetration rate of 95%, user growth slowed down, or caused by the decline in mobile phone shipments one of the reasons.

And the new layout of Apple in China, domestic mobile phone manufacturers more and more attention to online channels and other factors, so that the traditional mobile phone dealers day.

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