Internet mobile phone bogey floating need to landing

The main reason for Internet enterprises to enter the mobile phone industry is to compete for the entrance of mobile end users.

So, small premier sound rumbling, Alibaba, Shanda, Baidu, 360 and so on to join, or sold or sold or with the manufacturers, Internet enterprises to do the mobile phone team to expand. So much attention from the industry, its voice has overshadowed the traditional mobile phone companies, so that the traditional handset manufacturers to make calls to curb the mobile phone market spoilers. But in reality, handset makers need not worry too much.

Internet phone lack of access to sustainable

According to his isuppli market research company in August this year's statistical report shows that in the first half of 2012, China's smartphone market share rankings, the sizzling millet and other Internet mobile phone brands, the overall ranking failed to enter the top 15, but was included in the "others", And the overall share is not more than 8.1%. In addition, this only 8.1%, also contains a variety of countless "domestic" smart machines.

The analysis says, for the enterprise that has not solved the channel problem, the Internet handset is only "chicken ribs" one. This situation is a lot of internet mobile phone companies into a dilemma. There are software, products and marketing, and channel power is weak, so that Internet mobile phone is difficult to fall. Xu Guoxiang Chairman of the board directly pointed out that the "terminal landing" problem, he said, "the current domestic internet mobile phone companies, basic are still in the niche market, and did not occupy the mainstream mobile phone sales market." Although the model of Internet phone is very innovative, but there is no power in the channel, that is, their sales are not grounded gas. ”

The author thinks, first of all, the Internet handset Enterprise's marketing way is worth the traditional handset manufacturer to draw lessons from, moreover, the Internet enterprise enters the domestic smart handset market, the promotion function which brings to the intelligent machine's popularization cannot be neglected. However, we should also clearly recognize that the Internet mobile phone by virtue of marketing means to gain attention while not getting the matching market share growth, eyeball economy has not translated into real sales, this is the Internet mobile phone companies in the development of a major problem. Compared with the traditional handset manufacturer, although the Internet enterprise has brought the innovative marketing idea, but the supply chain, the sale channel, the Post-sale service and so on a series of links construction is serious lacks. Without effective channels, Internet handsets are hard to sustain.

Direct supply mode or great change

And regarding the channel innovation, Xu Guoxiang asserts, "In the future," the direct supply model will become the leading, the terminal enterprise more uses the direct supply platform of the operator, or through the third party specialized direct supply platform, will send the handset to the consumer hand. ”

By reengineering and fully electronic the distribution business process of mobile terminal products, and the use of modern logistics and supply chain financial services, and other means to help terminal manufacturers and retailers to establish efficient, ex-shop-style direct trading relationship, complete elimination of intermediate circulation, and ultimately achieve the electronic distribution channels and flat.

It is understood that in the direct supply model, 100% has with Samsung, Huawei, Cool faction, ZTE and other front-line brands, including dozens of mobile phone brands to cooperate. And in 2010 to help China Telecom in Guangdong expanded more than 3,000 offline retail outlets, here, a rapid expansion to the domestic three to six level market. According to Xu Guoxiang revealed that by the end of 2012, a fully direct platform will cover 50,000 of the country offline stores, to 2013-year plan to reach 100,000. The direct supply model can help the operators, handset manufacturers and retail stores in the upstream and downstream of the industrial chain to build a most direct and effective innovative channel service platform.

"Single handset manufacturers, to build an e-commerce platform to sell a single mobile phone products, this is not realistic nor economic." and offline retail stores, do not want a single hand machine manufacturer's platform up to order, but want to have a unified platform, on this platform can order to different brands of different manufacturers of mobile phone products, simplify their procurement process, "Direct supply model is to build online and offline channels to meet the needs of the platform."

At present, the Internet mobile phone is more of a fuss over marketing. Millet first with a high cost performance to attract a group of enthusiasts, and then repeatedly applied from Apple to learn the hunger marketing, and then attract a group of people's attention, and use the continuous topic of speculation, so that millet in the air of public opinion. However, the millet in the user more concerned about the after-sales service and many other aspects of the criticism constantly.

Through continuous market validation, direct-supply model has been highly recognized by upstream operators, downstream vendors and retail outlets. The author believes that if we can combine the direct supply model, it will bring huge changes to the internet phone, out of the ranks of "others".