Mobile phone state generation business pain Transformation: By the operator of the impact of electric dealers

Silicon Valley April 29 in the middle of April, the four major mobile phone countries, one of the days of the voice of communications issued by the 2012 performance letters, net profit is negative 22.61 million yuan, which is the first time in 10 years of audio and video communications listed losses. The same is true of Eschde, another Chinese-listed trader on the Shenzhen Stock Exchange, which last year lost 250 million yuan.

Audio communication and Eschde is just a microcosm of the overall situation of the State, in the operator and the electric quotient of the double attack, they are downhill. According to one analyst's point of view: Carrier channels have taken away the sales of the country's dealers, and the electric business channel has undermined their price system, in short, to make the country's producers less profitable. In the face of difficulties, the state's businessmen are also looking for a new way.

Operators "Seize the class seize power"

Rome, Rome. Despite the first loss of two listed Chinese companies in 2012, the crisis did not begin in 2012.

In 2011, the performance of two companies showed a more obvious weakness. 2011, the day sound holding net profit fell 83.69% year-on-year, Eschde net profit fell 39.82%.

2011, this is an interesting time point. In this year, through the previous market cultivation, operators 3G business growth into the fast lane, into a large-scale popularization stage. Operators more than ever pay attention to the collection of smart phone terminals, thousands of smart machines is one of the representatives, operators through large-scale collection and production to promote the rapid growth of the 3G market. The end-makers naturally welcome this, but it touches the sore spot of the nation's dealers.

Over the years, relying on the super strong channel penetration, the national agent has become an integral part of the industrial chain. The traditional way is, the state agent and mobile phone manufacturers signed a cooperation agreement, can underwrite the manufacturer's mobile phone products, contracted down, the country's distributors distribution channels and marketing programs, layers under the pie, earning mobile phone underwriting wholesale and retail spreads. But now the operator directly and the end of the manufacturers to cooperate, so that the state-generation business feel abandoned taste.

"Operators gather, to account for our shipments of 50-60%." There are also some gold customers, we are taking a direct supply of the way, this part of the proportion is probably 15–20%. Deduct these two, we through the national forwarder's shipment quantity proportion is not very high. "One of the domestic brands of mobile phone manufacturers in the market, said the reporter, the other first-line domestic handset manufacturers of the situation is similar. Shanghai, a large 3C chain of the relevant people also told reporters that they sell the mobile phone products, mainly through direct supply, from the terminal manufacturers directly to take the goods, "with the state of the agent does not deal with many."

Previously, a number of data said, Protec, Eschde, the three national generation of mobile phone sales from 94.89 million last January, fell to 65.8 million units in December 2012, fell 30%. One of the days from 33.33 million down to 23.63 million units, for this number, the reporter asked the day sound company, the other side did not deny it.

Self-adapting to The Times

In addition to operators, the electrical business channel is also in the seizure of state-generation business sites. And the biggest damage to the state agent is that the price system of the latter has been destroyed, and the prices on the line have been repeatedly reduced, which naturally makes the national agent very passive. However, despite the operator, the electricity quotient factor, but the problem boils down to, still because the national generation business oneself does not adapt the present market environment, therefore causes this predicament.

"The life cycle of smartphone products has been shortened for 8-12 months before and now only 4-6 months." In this case, must shorten the intermediate process time, from the product factory to the consumer hands, speed to accelerate. The handset maker said.

As a national sales agent, mobile phone country has established a mature pyramid-like governance structure for many years. The national agent level down to the provincial agents, municipal agents, county-level agents and even to township level. This is the advantage, channel penetration is very strong, but this model does not adapt to the current flat trend of the channel. Too many links, the process time is too long, to consumers in the hands of the product has become obsolete, resulting in serious product backlog, inventory pressure increases, the country's natural days are not easy. This has been proved, the audio-tone communication in the report said "to avoid further losses caused by further depreciation, the company increased the clean-up efforts, resulting in cell phone distribution business profit losses." ”

The terminal manufacturer is also aware of the advantages and disadvantages of the handset nation. Prior to Eschde is Samsung mobile phone in China, one of the largest agents, but then Samsung China Mobile phone division of its sales channel structure to make adjustments, change all products through the state agent distributor Sales Model, the national household appliances chain retailers, mobile phone professional chain retailers and other products for direct supply. In addition to Samsung, Apple is also in the channel "big Operation", by the national total generation of exclusive supply began to diversify development, the total generation of discourse power is greatly weakened. The actions of these terminal manufacturers have accelerated the decline of the national generation business.

Transformation is a problem.

In the face of difficulties, nature must seek a way out. The transformation of the state-generation business, or the diversification of development, has been inevitable.

"(we) are actively applying for mobile resale eligibility, is still in the process of application, the company attaches great importance to this business," through the Shenzhen Stock Exchange Investor Relations platform, the audio company related to reporters said. However, there is a series of uncertainties, whether the ability to obtain qualifications, access to relevant qualifications can be translated into the company's performance growth, are question marks.

Another shift in the direction of the Oupeng is the mobile internet business, which was set up by a joint venture with browser maker Opera to push the mobile browser. It is still unclear how much revenue this business can bring to the sound of the day, but in its annual report, the company's mobile internet business is in the process of being invested and has not yet produced a profit.

Eschde has not yet shown interest in mobile resale qualifications, they responded by saying: "In the face of the industry upheaval and fierce market competition, the company made timely adjustments, in 2012, the company's distribution business in the initial realization of the open market distribution business, operator distribution business and platform distribution business," The Coordinated development, " Future companies will continue to be in the direction of distribution, retailing, smartphone and application development.

The good days are gone, Eschde communication, and it is difficult for these countries to return to their previous high levels of profitability, and the pressing problem for them is to find the next secure foothold, and now it is just exploring.