Oppo how to squeeze out the millet: the bottom line of the fine farming channel

This May, IDC, an almost "explosive news" of the smartphone shipments rankings, so that Oppo "forced" to go to the front of the media flash, in this ranking, "Oppo squeezed out of millet", in domestic mobile phones in the second only after Huawei.

This is not only a simple ranking beyond, Xiaomi is the "Internet Model" Pathfinder, OPPO, Vivo is a typical representative of the bottom channel, the ranking changes behind, is actually two channels of the market game, this time some people think it is offline channels to re-dominate the mobile phone market discourse.

However, along with the Oppo "famous" There are a series of question marks, oppo why sell so well? How does the Oppo line channel do? Can the success of oppo be duplicated?

　　County agent's good business: a R9 to earn 400 yuan

Qi County is a general county in Jinzhong, Shanxi province, with about 50,000 people living in the city. Ge Zeng (pseudonym) is a mobile phone chain store boss, in this industry after seven or eight years, he opened the store in the county's most central location, an area of more than 200 square meters. In such a large store, there will be no more than 5 Qi County in the house.

2010, GE boss began to operate Oppo mobile phone. But at that time, people's consumption level is not high, the price is high oppo in the local market is not very good. But since last summer, GE boss noticed Oppo's "order rate" is very high, "a lot of users to the store name will Oppo, sales more and more good." ”

and vivo from the regional level two agent pick up the goods, GE Boss although is county-level retailer, but can from the provincial agents directly take goods. Without the middleman to earn the difference, GE boss sold a mobile phone profits, hot R9 A can earn three hundred or four hundred yuan. Shop marketing Staff, GE boss only pay basic salary, mobile phone Commission, is the marketing staff directly with the warranty card and oppo knot, usually, every sell a machine, can earn 80 yuan.

At the end of 2015 for Impulse, GE boss had the idea to advertise. He found oppo at Qi County's office, and finally "I promised to sell a certain amount and they gave me a free advertisement for a bus." "That bus side is Oppo mobile advertising, one side is the propaganda of stores, the effect is very good." That month, the store sold 370 sets of Oppo, and the previous one months only about 200 units, more than usual growth of 85%.

GE boss in many dealings with the handset manufacturers, Oppo is the best of all aspects of the family, not only high profits, willing to invest in advertising, it also has a policy of insured. For example, you to 1000 yuan into 10 mobile phones, the results sold 5 units when the price to 800 yuan, the loss of 200 yuan, you can purchase the next time, the direct deduction of the payment. "R9 just out of time, we buy 2350 yuan, the original price of 2799 sold, there is more than 400 yuan profit, June Vivo launched new products, R9 price to 2299 yuan, and Oppo will give the remaining mobile phone per Taiwan subsidy of 350 yuan. ”

The policy of insured is very useful in small county such as Qi County. GE boss said, there are insured, high-profit music, Gionee in the local are hot brands, and the non-insured policy of Huawei and almost no profit of the millet in the local cold.

　　Four-line, five-line city sales accounted for nearly 40%

"What cell phones do people use now?" "A group, jumping out of such a message."

This is the 25-year-old Song Yan issued. Song Yan as a person in contact with the mobile phone industry, the family often let her recommend when they buy a mobile phone. One day when we talked about mobile phones, she was so curious to ask. She was shocked by the answers she had jumped out.

　　Apples, OPPO, apples, OPPO, OPPO, OPPO ... Count down, in this group of 18 people, unexpectedly have 13 people use is Oppo mobile phone. Song Yan's home in Zhejiang Huzhou, she did not think, oppo in the local so popular.

Song Yan's surprise is not surprising to GE boss. Can contact the local sales data of GE boss, oppo all the way to sell, he saw in the eyes, earn hand in, "Qi County one months can sell 2000 mobile phones, of which oppo accounted for 40%, ranked second vivo market share in about about, and the entire county now about 40~ 50 home oppo point of sale. ”

"This year is oppo the hottest year, our shop now has 7 oppo mobile phones in the sale, R9, R9 Plus in short supply." "The market is so good, GE boss want to get more goods, but there are too many dealers," R series we want seven or eight units a week, but the province can only give three or four units. ”

Zhejiang Huzhou, Shanxi Qi County, these two cities, although one side in the east, a side in the north, but in the research institutions Kantar Worldpanel Com

Tech statistics, they all belong to the following cities in T3. Kantar Worldpanel ComTech, consumer research director Liang, says the effort to oppo in low-line cities can be seen from the proportion of users in stock.

"The overall handset market T1-T5 City Sales is very average (t1-t2 City 31.1%,t3 City 35.4%,t4-t5 City 33.5%), but Oppo's performance is T4-T5 accounted for nearly half (47.8%) of its sales, T3 ratio of 34.7%, T1-t2 's market is only 17.5%. "Liang feels the biggest change is that the 5-line city in Oppo total sales, a year ago the figure is 1.8%, now up to 12.6%.

　　Get out of the "machine Sea" and just hit the money.

2015, is a domestic mobile phone to sea for a year. Compared to the domestic Red Sea market competition difficulty, through India and some blue sea market to achieve 10% sales increase is much easier. But as handset makers frequently burst into the news, Oppo to sell 50 million of sales and market share has increased by several percentage points.

This year oppo change is obvious: 2014 Oppo has R series, find series, a series, N series four product lines, the blink of an eye 2015 years of conference, only left "R" series of monologue. However, outside the conference, Oppo's A-series (A3, A5) are also being updated.

This product strategy runs counter to other domestic handset makers. Because Xiaomi, Huawei, Meizu, especially before is a single product strategy of hammers, one plus and so on to increase the product line to boost sales, but Oppo has been cutting the product line, flagship a series. In response, Oppo to the "It Times" reporter, "aircraft sea and explosion, is originated from Samsung and Apple play." We are not the first to eat crabs, but simply focus on the brand premium can support the price segment, to lift the company's power to serve our young target users. ”

Oppo another relevant person to the reporter revealed more information, "We in some products have a great investment, but the return did not meet expectations." "From the market feedback, whether it is last year's R7 series products, or this year's R9 series products, in the market share, user reputation and other aspects are the best." "Instead of concentrating on a variety of products, focus on R-series, which is also in the practice of ' starting from the user ' product development philosophy, rather than blindly chasing the rhythm of fast iterations. ”

This product strategy has a significant effect. Liang said last June, Oppo market share was only 2.3%, a year later, the data grew to 9.1%, if only see oppo this year in the 2000 to 3000 yuan price segment performance, the data more bright, "Last June, Oppo this segment in the market accounted for only 3%, But in June this year, Oppo's market accounted for as much as 20%. ”

In the eyes of the industry, Oppo is not the valuable thing is to do a lot of success, but can in the aircraft in a timely manner, to resist the pressure to choose to do the decision to make money. In fact, this "decisive" style of action in the early years can be seen, in the 3G to 4G transformation process, Oppo is the only one earlier (December 2013) cut off 3G product line of domestic handset manufacturers.

　　New worry: "Community of interests" can control all channels?

OPPO's channel map is not complicated. GE boss through the upstream and downstream can deduce the OPPO of the social channel composition, oppo--GE boss-user, Qi County although with OPPO office, but these offices are responsible for the provincial direct supply of large chain and economic counties to provide terminal construction (hard terminal construction, promoters, etc.) and marketing work (promotional materials, promotion, etc.), at the same time in some economically weak counties and township markets, for the two-level agent downward shop.

The relationship between the Oppo and the channel can be traced back to the step high period. After the establishment of OPPO, many two levels of agents, suppliers and employees have become Oppo provinces. Oppo and the province of the relationship between the stable close, part of the relationship in more than 10 years, some agents in Oppo holding shares.

Let the agent holding the way, so that both sides because of the interests of the stand together, in the industry, to some extent, this way not only enhance the control of the channel, but also suppress the price disorder, the phenomenon of fleeing goods. This way also caused by other manufacturers to emulate, cool faction has been through the equity and channel to reach a community of interests, improve the social channel sales enthusiasm and proportion.

Oppo to reporters that the relationship between the two, this description, "How many years of mutual support, cooperative relations are also good." Whether it is the corporate culture or business philosophy, there is a very high level of identity. ”

In addition, oppo to agents of the interests of the maintenance is not the general manufacturers can compare. Oppo, a staff member with reporters, in order to prevent online sales to the impact of the offline, "we will be on-line sales revenue deduction costs, will return the profits to the local agents." ”

This finally put in the results of sales, so that other mobile phone manufacturers jealous. A former employee of Huawei said, "Huawei Terminal Channel management is not as good as OPPO, Vivo is indisputable fact, the second half of the year before and last years is the county change machine, solid channel revival, there are solid channel manufacturers greatly profit; last year Q4 to this year, the township change the tide of the arrival, Huawei Basic dry stare, OPPO, Vivo in these places in quasi-monopoly state, and Gionee also take this salted fish roll over. Huawei P9 if let Oppo to trader, three months over tens of thousands of estimated no problem. ”

But the boss, who earned the pot full, began to have new concerns. According to media reports, at the end of 2014, Oppo had nearly 140,000 sales outlets and had surged to 200,000 by the end of 2015. Look at the county is not big everywhere is oppo Dot, GE boss has found a store by price to rob sales, compared to the impregnable provincial generation, these dissatisfied with a year of the dot how to identify oppo values?

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Oppo how to squeeze out the millet: the bottom line of the fine farming channel