Sales of some mobile phone companies have fallen by more than 30% per cent: operator-dealers

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the operator and the electric business and other direct platform for the double attack, the traditional channels of the former strong are experiencing the troubles of the decline in performance.

Prior to the mobile phone channel business and Eschde have burst into the 2012, the news of the big losses, days sound holding announced the 2012 net profit is expected to lose 10 million ~2000 million, Eschde also in the report forecast the company 2012 net profit for the loss of 250 million to 280 million yuan.

In recent days, a group of seven mobile phone agents in the domestic market January 2012 and December operating data to make people more believe that the traditional country channel crisis is coming. "China's four major mobile phone sales in 2012, the decline in the number of mobile phones has reached 1/3, at the same time, the operator Terminal channel has been a significant increase, including China Mobile terminal Company mobile phone sales up to 31.4 million units, the market share of about 10 times times the year-on-year increase. ”

According to a senior mobile phone terminal insiders revealed the internal data show that last year, the four major power generation market share has been at least 2 points above the decline.

Lack of the right of speech

Perhaps in these two years, the living space of the national generation business will gradually be squeezed out. "The head of a medium-sized mobile phone chain store in Shenzhen said to reporters.

"And we deal with a lot of people have gone, liquidity faster, and some went to the electric business platform, but still doing the old business, after all, do not get away from the original traditional market thinking." "The above store owner told reporters that the current state of the day is very difficult."

A previous data show that 2011 as China's first listed mobile phone dealers to achieve operating income of 24.16 billion yuan, of which the sales of communications products amounted to 23.26 billion yuan, accounting for the total operating income of 96.2%. And Eschde is Samsung, Moto and other international famous brands in China's core agents, in the Mobile phone distribution field ranked the top three in the country, is one of the largest mobile communications products agents.

"The National agent in the past has a large amount of funds, through their own channel resources and mobile phone brand manufacturers to negotiate through the difference and channel penetration, has a good operating profit." "A mobile phone brand manufacturer told our correspondent, but this model began to be broken in recent years, with the smart phone market competition white-hot, since the establishment of the channel has become the preferred way of brand mobile phones."

For example, from December 2010 onwards, Samsung China Mobile phone department to its Chinese mobile phone sales channel structure adjustment, to this part of the product use "direct supply + Platform Direct supply + distribution" coexist channel structure. A love Strickland former staff told the reporter, originally has four or five departments, in charge of Samsung, cool faction, Motorola and other manufacturers, but then after Samsung chose Direct supply, the department began to merge.

2011, Eschde net profit fell 39.82% Year-on-year, according to Guotai Analysis report, Eschde 2012 the first three quarter gross profit margin is only 3.45%, is its 2010 to go on the market to fall below 10%.

The channel to be attacked

At present, handset manufacturers themselves began to choose more centralized supply mode, at the same time, the operator's social channel construction also from the side to combat the traditional state of the living space. And these two forces are "eating away" the profits of the national generation.

Recently, Xi, chairman of China Mobile, said in a press interview that China Mobile January 2013 was able to obtain new TD users 7.05 million of the results, mainly due to the previously troubled China Mobile TD development of the terminal problem has been thoroughly resolved, especially the construction of social channels. Starting from the beginning of 2011, China Mobile began to promote the sales model of the business Hall to transform, the Chinese unicom and Telecom subsequently followed up, the store to the social channels and mobile phone manufacturers open, the original business staff to mobile phone sales staff.

Relevant data show that 2011 three operators 3G terminal subsidy of more than 60 billion yuan, 2012 years more than 70 billion yuan, relying on strong terminal subsidies, the three operators gradually "occupy" the channel resources, a large number of business hall to the mobile phone channel transformation.

From the above mobile agent data can be seen, such as four major power generation market share has slipped below 10%, compared to the China Mobile Terminal Company, Unicom Huasheng, Telecom Tianyi Terminal Company's three major operators of the current market share of 11.5%, 6.3%, 7.5%.

"In the next three years, the operator channels, social channels (including agents, distribution) and the dealer's mobile phone shipments will be around 4:4:2." "Guotai previously released a report saying mobile phone channel flattening trend has become more and more clear, electric operators and operators in the price and sales of mobile phone channels, especially distributors to give impact, so the Eschde Holdings, the gross profit margin to return to 2011 years ago the level is unlikely, but with the gradual adjustment of inventory structure, Mobile phone channels will increase the profit from the increase efforts.