Operator subsidy sharply reduced mobile phone manufacturers and channels again to the Life and Death Bureau

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Sohu It article/host

SASAC requires three operators within 3 years to cut marketing costs 40 billion, China Mobile to stop the 3G subsidy and other factors, the continued years of domestic mobile phone and channel market is undergoing great changes.

In fact, in the 4G industry upgrades, tax rate "battalion to increase", and Sasac forced to cut the pressure of marketing costs, operator mobile phone overall subsidy and the 3G era compared to a sharp decline in telephone subsidies and 3G subsidies will be phased out, purchase subsidy is shrinking, operators own terminal Company's "Bitter Days" has come. An industry shock caused by carrier subsidy changes is opening.

What are the three major operators adjusting?

As with more than 790 million mobile phone users in China Mobile, has been the first notice to the terminal subsidy and channel adjustment, more important are:

1. Change of subsidy mode. From the second half of 2014, the terminal sales model to the bare metal sales, contract sales as a supplement to change, and gradually eliminate the "deposit fee to send the machine" as the main cost subsidy mode, in turn to "Buy machine delivery" form.

2, 3G mobile phone subsidy cancellation, direct dumping of goods. China Mobile, a number of provincial companies have issued notice requirements, July 31 ago, the benchmark price of 498 yuan and above the 3G terminal clearance; Before August 31, the benchmark price of more than 398 yuan 3G terminals for clearance; 3G Mobile phone will only provide channel fees in the future.

3, three model 4G mobile phone continue to subsidize. The difference is that the five model 4G mobile phone can be used in the form of cost subsidy, telephone subsidy, channel gratuity, the comprehensive subsidy rate does not exceed 50%, and three model 4G mobile phone cannot use cost subsidy, subsidy rate is not more than 30%.

4, high-end model subsidy reduction. Previously subsidised Samsung and Apple's high-end models will gradually reduce subsidies until cost subsidies are abolished and the purchase subsidy is shifted.

5. Change of Channel Commission. In order to prevent the channel sets machine, China Mobile Phone Channel Commission will all according to the user voice and the data flow, according to the AUPR value settlement remuneration, but not before selling a bare metal has the remuneration.

6, increase the proportion of bare metal sales. 2014-year target 4G mobile phone sales 100 million, open social channel sales accounted for more than 60%, bare metal sales accounted for more than 50%.

Chinese telecom and China Unicom have only been issued 16 cities LTE-FDD 4G License, terminal policy is not China Mobile radical, but the difference between the two channels is also obvious:

China Telecom in 2009 took over the first CDMA network, the market almost all C-NET mobile phone sales rely on operator-led, 2013 China Telecom C-NET mobile phone accounted for more than 60%. In response to the SASAC requirements and "battalion to increase" pressure, China Telecom target social channels of the operating ratio will reach 90%. China Unicom 2013 Contract machine proportion sales of about 50%, but did not disclose the 2014 social channel operating ratio, the industry is expected to remain more than 30%.

In the Channel Commission, China Telecom in the reduction of terminal subsidy at the same time, through strict control of shipping prices, to open channels to set aside a greater profit margins, improve the most close to the consumer's underlying channel enthusiasm. And China Unicom continued the WCDMA era of style, the control of the channel is the weakest, and there is still a slow commission to return the problem.

Domestic handset manufacturers What do you think?

Lenovo Group vice president, MBG China Mobile phone business general manager Zhang Hui said to the author: Lenovo mobile phone in the past in the operator ordering machine layout more. This July, Lenovo mobile phone set up the Internet business unit, is expected to sell 3 million units in the year, and in the next 2-3 years to maintain 20–30% composite growth rate. In the open channel market, Lenovo and China Telecom reached an agreement to open the country's 3,900 PC sales channels for China Telecom Open business, China Telecom will also strengthen its own channels Lenovo mobile marketing and sales efforts.

ZTE Executive vice president, Terminal Division CEO Zeng Xuzhong to the author: for the traditional reliance on operators strong mobile phone companies, the pressure will increase. ZTE Mobile phone from the beginning of April a series of new 4G mobile phone most of the current electric business channel sales, is expected to increase the number of electricity sales channels in the year than the regular meeting significantly. In addition, ZTE will invest more than 100 million yuan in the Chinese market during the year to strengthen the open channel of social development.

TCL Communications China President Wang said: "Carrier subsidy policy changes, will trigger the pattern of mobile phone manufacturers and sales channels change." For the previous years in products, brands, channels better layout of the domestic mobile phone brands, the situation will be very favorable.

Cool vice President Cao said to the author: Carrier subsidy is lower, but the total number of mobile phone sales is still rising, means that Apple, Samsung and other high-end models of subsidies and channel sales will be affected, and domestic 4G thousand below the model subsidy and shipping will be upgraded.

Vivo chief market officer Feng said to the author: "The Camp to increase" and other policies, operators to reduce the end of the subsidy, and then enhance the channel subsidy is the trend of the vivo and other in the open channel is a strong manufacturer is an opportunity. Domestic handset manufacturers have come to 4G products from the rapid location to the rapid layout of the key transition period.

Hundred Li Fung Mobile phone chairman Huangminghuan to the author that the 3G market such as dumping goods in time will die out a lot of small and medium-sized brand enterprises. Domestic mobile phone brands have 500-600, is expected to shrink before the end of 2015 to 50 or so, more than 90% domestic mobile phone brands will disappear.

What changes will be caused to the terminal and channel market?

1, Samsung and other high-end mobile phone sales hit. The three major operators will gradually eliminate the "deposit fee to send the machine" as the main cost of subsidy, which for Samsung, Apple, such as more than 4000 yuan high-end mobile phone sales will have a significant impact.

2, open channels have advantages of the manufacturers will benefit. Compared with the traditional "China Cool Alliance", Vivo, OPPO, Gionee and other mobile phone brands, before many years in the domestic second-line following cities to establish a mature channel distribution system. After operators reduce terminal subsidy, the open channel advantage will be highlighted. Even for Lenovo, which has a strong PC channel, it will be able to gain more power of speech with operators through a similar "bet" approach.

3, small and medium-sized mobile phone brands will be more reliant on the platform of Electricity. In the carrier's emphasis on the era of subsidies, small and medium-sized mobile phone brands can also be handled by a number of operators in the provincial branch to obtain about 1 million units of mobile phone sales each year. But as operators significantly reduce mobile phone subsidies, open social channels do not prevail in the small and medium mobile phone brand threshold will be rapidly increased, the electric business platform will become the majority of small and medium-sized mobile phone brand "Log Bridge", a large number of brands are washed out of the trend is inevitable.

4, accelerate the domestic mobile phone brand to go to sea. With the large-scale reduction of operator subsidy, while the competitive environment further intensified, domestic mobile phone companies in the domestic market profits will shrink again. The domestic market does not make a profit or even loss, will accelerate the domestic mobile phone brand to overseas channel layout, and India, Indonesia, South America and other markets, will usher in a few years ago, mobile phones "beach" after the second wave of Chinese handset manufacturers influx.

5, the operator's own channel ushered in "Bitter days." China Mobile, though it plans to sell more than 220 million units a year, has only about 30% of its own terminal companies. For China Telecom, the impact is even more pronounced, social channels accounted for more than 90%, means that China Telecom Tianyi Terminal Company only about 7.45 million, operators own terminal companies will be from the distribution platform to the policy makers to change, which means that it will be in the operator group marketing and sales department functions coincide, This embarrassment and conflict have just begun.

6, four major power generation business continues to decline, suning and other chain channels to benefit. With operator subsidies and less attractive, the proportion of autonomous operators to decline, the operator set to rely on the larger four mobile phone State agent: Audio Communications, Protec, Putian, cool people communication will be more difficult to manage the situation. and distribution ability of Su Ning, Di-Tong, Jingdong, buy and sell PO, such as channel rival machine manufacturers and operators bargaining power will rapidly improve.

To sum up, by operators to reduce the terminal subsidies, 3G subsidies, will trigger a series of domestic mobile phone companies and channel sales chain reaction, will be the future of mobile phone pattern has a significant and far-reaching impact. And for the purchase of users, just accepted the carrier of high fees subsidy era is coming to an end.