Millet market to channel Yahuo ability astonishing

Absrtact: Recently, the U.S. market research company Canalys released the second quarter of China's smart machine market shipments of data, millet mobile phone shipments surpassed Samsung for the first time, the market share accounted for 14%, ranked first. Samsung, Lenovo and Cool are listed in 234 places, market share

Recently, the U.S. market research company Canalys released the second quarter of China's smart machine market shipments of data, millet mobile phone shipments surpassed Samsung for the first time, market share accounted for 14%, ranked first. Samsung, Lenovo and Cool are listed in the 234-digit market share of about 12%.

See this news, some people marvel, millet growth speed too fast! Some question whether the market research data is accurate? This article put aside whether the first controversy, to talk about mobile phone manufacturers to channel Yahuo ability.

First, based on good channel relations, to channel Yahuo, is the manufacturers in the off-season to achieve shipments to counter the trend of protection

The so-called channel Yahuo, common in two situations: a situation is the initial stage of products, for the reversal of data, will be a large number of goods pressure to channel. Samsung S3 listed 50 days shipments of 10 million, S4 used 27 days, S5 used 25 days. In addition to the flagship products by the channel hot, which also contains for the beautiful number of shipments, so that channel partners to help a busy. Another situation is the product at the end of the sales life cycle, the formation of tail goods, manufacturers to reduce losses, forced pressure to downstream channels. Nokia in China before the decline, this channel Yahuo a lot of cases, several times caused the channel business dissatisfaction, forming a vicious circle.

The second quarter of each year is the off-season for product sales. Mobile phone manufacturers are very headache, have the tail goods need to clean up, there are new products to go on the market, whether there is a good channel relationship, whether reasonable to channel Yahuo, determine the sales performance. First look at the next 2013 years the first three quarters of China's intelligent machine sales TOP5, through the data analysis.

As can be seen from the chart, 2013 years ago in the three quarter of the domestic smartphone sales TOP5 manufacturers, the Chinese Cool Alliance in the second quarter of the decline in sales, and Samsung has bucked the trend. The reason, thanks to Samsung S4 listed (April) and S3 products such as tail goods, to channel Yahuo. such as the April 2013 global best-selling models of Samsung accounted for three, in addition to the new machine S4, there are entering the tail cargo period S3 and S3 Mini.

In the second quarter of this year, there were different situations. According to Canalys, the US research firm, China's cool has not yet risen; Samsung's sales fell, with market share falling from 18% to 12%, while Millet bucked the trend, with market share rising from 10% to 14%.

Analyze the cause. For Samsung, the new product S5 lack of competitiveness, brand influence in the domestic questioned, personnel changes, weaken the channel business confidence, in the same large number of channels Yahuo, but the opposite result. The author learned that Samsung's Yahuo, has caused some channel business sentiment rebound.

The outstanding performance of Millet also originates from the promotion of Yahuo ability. But the Yahuo way of millet is different from the traditional handset manufacturer. The difference lies in whether the channel operators accept or passively accept. April 8 Rice Noodle Festival, is a large-scale clean-up of millet activities, shipments of more than 1 million. Red Meter note as a new product in the two quarter to achieve large sales. These benefit from the channel for the Millet brand identification, the initiative to accept the millet "Yahuo", or "receiving".

Second, millet really to channel business Yahuo, and Yahuo ability is strong

Some people will ask, millet most of the direct sales in the official website, where to the channel business? How can Yahuo?

The first question, millet official (strategic cooperation director Liu) has said that millet 70% through the electric business channel sales, only 30% to go channel. Actually not, in June this year in China Telecom retail channel Operation Development Innovation Forum, market research company, the head of the management according to the monitoring concluded: Millet line under the sales ratio of 4:6.

The second question, the channel Yahuo quantity = shipments Volume-sales. There is a difference between shipments and sales. Strictly speaking, the amount that the handset sells to the end user hand, call it sales, the quantity that sells from the manufacturer, whether to the channel business or end user, collectively is the shipment quantity. Let's calculate the Yahuo quantity of millet channel.

Millet company has released 2013 sales volume of 18.7 million (actual shipments).

Domestic market research company Analysys International Monitoring 2013 Q2-Q4 Millet sales data are: 1.93 million, 2.33 million, 6.2 million. Q1 Millet TOP10, sales should be lower than the 10th OPPO 2.7 million. From this introduction, the Millet 2013 mobile phone Sales No more than 13.1 million units.

In other words, as of the end of 2013, Millet Channel Yahuo volume 5.6 million (1870-1310=560). These phones are not in the hands of the end consumers, but in the hands of the channel business as well as the alternative channel of the Ox.

Millet Yahuo Way and the traditional, channel merchants fancy Millet products and brands, think it has value-added space, the initiative to hoard goods or accept "Yahuo". At present, this kind of yahuo is benign.

More than four years, we witness the growth of millet, from product quality to after-sales service to supply chain management, but no one mentioned it to channel Yahuo ability to upgrade. This is an essential capability for mature handset makers. It directly reflects the brand influence of products and the relationship with the channel cooperation.

It should be pointed out that to channel Yahuo, is a double-edged sword. The channel merchant can carry the boat also to overturn, all is linked with the interest. I dare predict that one day, the Millet channel will not be moved to accept Yahuo, the IPhone 5C is not an example? At that time, whether to ensure the benign development of Yahuo, millet need to think seriously.

Third, to emphasize the issue of data authenticity and accuracy

All of the above analysis and consideration is based on one condition: The data published by the Millet Company and the research company are true and accurate. The reason for this condition is that the data is prone to "problems".

Foreign research companies on shipments of research, the main focus on channels of cooperation data. and millet and traditional mobile phone manufacturers, official website Sales is an important part, do not rule out the research company directly or indirectly through the millet company to carry out the shipment of data. In this case, the accuracy will be very high, the authenticity depends on the integrity of millet. Canalys Survey of Millet Q1 shipments of about 10 million, Q2 shipments of about 15 million, cumulative 25 million, and Millet published 26.11 million data similar.

In sales research, traditional research companies are accustomed to statistics of key cities sales outlets and street block, there is a certain accumulation of experience, research and statistical models have been formed, this applies to offline sales, high accuracy. And for online sales research methods, take a large number of netizens sample, from the third party platform to obtain data accounted for a large proportion, what kind of model, and so on, need to constantly grope, accuracy is not guaranteed.