HTC's dilemma: The market is very resistant to imports

"Mobile phone automatically into flight mode", "Can not receive send SMS", "no reason easy to panic", "sensitive too casual touch will turn on", "can not use Bluetooth" ...　　Ms. Ding's HTC complaint, inadvertently uncovered HTC's "scars", with the increasing number of complaints, the "scar" was more and more scratched.　　Meanwhile, in early May, HTC reported a particularly good first-quarter earnings report, with HTC's first-quarter handset sales of up to 9.7 million, with revenues rising from four consecutive quarters in the first quarter of 2010, to a quarter operating income of NT $104.16 billion. Why is there so many problems with a mobile phone that sells so well?　　In this respect, HTC related to the person who has given the relevant explanations, the majority of mobile phone problems are parallel imports! What does parallel imports mean?　　Parallel imports means that there is the possibility of refurbished machines, two of mobile phones, parallel imports means that there are problems after the normal access to the relevant after-sales service; But there is a data that HTC cannot sit idly by. According to HTC's 2010 annual earnings report, the North American region accounted for 50.6% of total revenue in HTC's 2010-year regional sales statistics, compared with 32.3% in Europe.　　By contrast, the Asian market, plus other regions, accounted for only 17.1%.　　Whether we can properly solve the problem of parallel imports, it seems that HTC can justifiably improve the mainland region sales accounted for the most important. "Flood" of parallel imports, weak channels, difficult to gnaw operators, there are undecided "brothers."　　"Late" HTC licensed to occupy the mainland China market, a lot of resistance. Parallel imports are double-edged sword "HTC in the parallel market overwhelming, to a certain extent, HTC would like to see!" "A person in the industry interviewed by this newspaper said, in the past two years HTC in the parallel market shipments can almost match the iphone, through the occupation of the parallel market, HTC can save a lot of marketing costs, thereby opening the brand awareness, the other parallel market can also save the after-sale cost," General after-sale cost is probably 5%, if a year sales of 5 million parallel imports of mobile phones have billions of sales, this savings of 5% is very considerable! "Water" can carry a boat can also overturn, parallel imports for any brand, is a double-edged sword. Parallel imports to open the HTC brand awareness, but consumers in the purchase of parallel imports after the quality problems are not after-sale repair, in the repeated "bad luck", consumers will again choose HTC?　　Moreover, less than hundreds of one thousand or two thousand of the parallel imports of the licensed price difference, but also allows consumers to buy HTC when the formation of a certain mindset, why not buy parallel? Smart-phone market enemies look around, HTC can from a mobile phone manufacturers to market value beyond Nokia's mobile phone manufacturers, it is not a second third "wage earners" jump out of the gorgeous turn? Then look at the old handset manufacturers, the smartphone market is crouched 眈眈.　　By the end of last year, Motorola launched a total of more than 20 smartphone products, Samsung and local manufacturers of Dragon Cool has more than 10 smartphone products listed throughout the year, Apple is needless to say. According to IDC, China's 2010 fourth quarterly mobile phone market tracking report, 2010 China Mobile phone market sales of 200 million units, of which smartphone sales of about 36 million units. It is expected that in the next 5 years in China's mobile phone market, the trend of smartphone replacement of traditional mobile phones will become increasingly obvious, the next 5 years, China's smart phone market composite growth rate will reach 34.1%.　　In the face of such a huge market, HTC will not be satisfied only in the parallel market "rampant", the occupation of the licensed market is the King! Channels, operators are a problem once the media described HTC in the mainland smartphone market situation-"later the battle", doomed to shoulder heavy responsibilities. Last July 27, HTC announced its own brand to enter the mainland market.　　Previously, HTC in the mainland licensed market is to adopt the Dopod brand. But Dopod, the licensed pioneer, did not pave the way for HTC. Data from Analysys International show that, in the three quarter of 2010, Dopod only 310,000, the market share of less than 0.5%, in the brand manufacturers ranked far after the top five. According to relevant media reports, HTC currently has only three stores nationwide, located in Guangzhou, Shanghai and Zhengzhou.　　The weak channel, for the experience of the advantages of HTC, is absolutely a soft rib, after all, "The wine is not afraid of alley deep" era has passed, not to be quickly accepted by consumers, means that the rapid elimination of the market! In an interview with the new HTC China CEO, Ningweiguang, who moved over from the general manager of the LG Electronics (China) Mobile Communications Division, said he was brewing a series of measures to help HTC gain a fair share of its global market position in mainland China.　　Ningweiguang realised that in the mainland, HTC also needed to work better with operators to introduce new models faster, as well as through more channels and real-world demonstrations, allowing more users to contact and accept it. It is reported that HTC in Europe and the United States market rapid occupation of the market is one of the key to the depth of cooperation with operators, more than 95% of its products are customized to the operator. Industry analysts believe that through the operator's sales subsidies, HTC licensed mobile phones can quickly shrink and parallel imports of the difference.　　In this respect, consumer electronics industry expert Wang bin in the media interview has said, while parallel imports have become the "best channel" for HTC, operators are not interested in selling HTC phones with high prices, as China Unicom's current focus is on Apple's iphone, and demand for customised strategies is not strong. In addition to operators this difficult to chew the hard nut, parallel imports of the impact of the mainstream, there are dopod the fate of the problem ... "late" HTC, ready?