Electric business channel will become a new growth point mainstream manufacturers beach layout

2012, mobile phone market sales soared, the Ministry of Statistics shows that domestic mobile phone users have broken 1.12 billion, domestic machine share of up to 71.7%, but domestic smartphone manufacturers in the "Sales, no Profit" dilemma, Apple and Samsung are still profit Highland occupiers, "Do not make money" or "Make a penny" It is still the reality of most domestic handset makers, including the League of China Cool.

According to relevant data, E-commerce channels accounted for the proportion of mobile phone sales are rising, from 2010 to 30 million units from 7 million to 2012, sales accounted for from 2010 2% to 2012 10%, is expected to reach 15% 2013. The information of the Analysys think-tank also shows that by the end of 2012, China's mobile phone terminal market sales of more than 260 million, is expected to 2013 China's mobile phone market overall shipments of up to 380 million; among them, smartphone shipments will reach 300 million, up 44%, China will also become the global smartphone shipments first market.

Industry forecasts, in 2013, the domestic mobile phone brand electric power channel growth will be more than 100%, each handset manufacturers have to increase the number of electrical business channel shipments, to "China Cool Alliance" as the representative of the electric Business channel growth rate of more than 100%. Electric Business Channel This cake will be more and more big, attracted domestic mainstream handset manufacturers have to beach layout.

At present, the mobile phone manufacturer's electronic channel has three main modes: a third party E-commerce platform for sales, such as Jingdong Mall, Suning easy to buy, Xun network, such as Third-party consumer platform; the other is a flagship store on the day cat, while the current mobile phone manufacturers with the force is built online shopping malls, such as cool Pie Mall, Huawei Mall, Millet mobile phones and so on.

At present, the layout of electric business channels, different domestic brand strategy, short-term strategy is based on Third-party electric business channels, with the influence of third-party power channels, traffic, credit and so on, rapid delivery and sales of products; But in the long run, the future must build their own electric power channels, the establishment of their own electric business online site, Domestic brand manufacturers to establish a set of mechanisms, including logistics, payment, membership system and so on.

Sozin, president of the cool sent to reporters, said the cool faction has launched a variety of products to test the power channels, the first electrical products 7728 with Jingdong Mall, cat and other cooperation, to obtain a single product more than 300,000 units of the electric platform sales results. And cool School this year is to increase the power of the channel's target, is expected to reach the electrical business channel shipments to 3 million products, and among the handset manufacturers from the building of the first 5 of the commercial Mall.

Sozin also revealed to reporters that cool pie this year will focus on the distribution of electrical business channels, the company will be from the strategic level of resource tilt, cool from the build online mall will also be 17th this month officially on the line, is currently in the testing phase, the first E-commerce products cool pie 9070+xo will also be published in the cool Pie mall.

Coincidentally, the domestic other big handset terminal equipment manufacturer Huawei in the electronic channel aspect is earlier has the layout, Huawei Terminal Limited Company chairman Yu previously had made clear that, Huawei Terminal this year will enlarge the electronic channel expansion, increases Huawei electric business investment.

At the same time, ZTE is sharpening in the development of electronic channels. ZTE (000063, share bar) executive vice President Shiyou said in an interview that this year's launch of the high-end smartphone Grand series will be the first to be listed in the electric business channels. The other two or three-line domestic brands are mainly the third party to take the channel cooperation sales model.

It can be seen that the electric business platform by more and more mobile phone manufacturers favor, and thus become mobile phone manufacturers to open up new positions.

Analysys Information analyst Luribin that domestic brands have laid out the electric business channels, mainly based on the rapid development of mobile Internet strategy adjustment, sales channels from the original operator-led mode, social channels, such as expansion to the electric business channel, the future of E-commerce to become a new market growth point.

Guotai previously issued a report said that the next three years, operators channels, social channels (including agents, distribution) and the dealer's mobile phone shipments will be around 4:4:2, mobile phone channel flattening trend has become more and more clear, it is expected that the current market capacity of the electricity channel will grow very large in the year, The growth rate of the electric business channel represented by the China Cool Alliance is over 100%.