The 618 war has no winner.

The 618 World War, is the platform electric Business Carnival Day, but is the handset manufacture enterprise's blood day. The major enterprises in the field of the electric quotient hand-to-hand, to bite the bullet to gain a yell. Ali and Jingdong but both Harvest brand promotion, and harvest a huge sales. In the background of the Electronic business platform alone, any "big promotion" coat price war, mobile phone companies have no winners.


mobile phone companies to break the "by the electric dealer sold also to help people count money" dilemma, we must break the existing sales channels single, rigid mode, breaking the controlled of the electric business platform only, the introduction of suitable products and consumer trends of the new electric business model. The dawning of this change has begun to emerge in some small and beautiful it electric dealers.


Sales channel rigid Apple forced to promote


according to the media, the Apple handset will also participate in 618 mobile phone promotion war.


as of press, the reporter did not see the Apple Day Cat flagship store promotional information. The store is Apple in addition to the official website and offline Direct shop outside, the only to join the electric business platform. However, in Jingdong Mall, Apple 5S 16G version of the mobile phone has thrown 4898 of the price, than it in any other line on the platform under the price of lower than 600 yuan.


is well known that Apple's price-marketing controls are extremely harsh, and in the Chinese market it has never participated in any sales promotions. Why is Apple willing to bleed? Industry insiders believe that this and Apple's current single sales channels and the resulting pressure on shipments.


Apple's sales model, always stubborn and rigid. The situation lasted until 2013. In that year, iphone sales were 80% through operator channels, compared with 20% for Apple stores and online stores. The Apple crisis originated. Since then, global telecoms operators, including Europe, the Americas and China, have begun to reduce subsidies to high-end handsets, with Apple's iphone being the first.

Apple's market share in China is falling: Samsung now occupies 18% per cent of the market, and Apple is only 10%, after Lenovo and Millet,
's professional media figures show. In addition, Huawei, which has a closer relationship with its operators, and its products look similar to those of Apple, are increasing shipments. Apple faces the former Wolf Tiger.


That's why Apple's CEO, Tim, said Apple would boost its retail channel's iphone sales to 50% of its total sales. Early this year, Apple finally put down its posture, on the day the cat opened the first Third-party platform flagship store. Then, 618 big promotion, also became the excitement which the Apple had to participate.


Many handset manufacturers grope for new electric quotient mode


in the electric business platform set off the "promotional" war bleeding countless mobile phone companies, began to look for their own model of the electric business. Whoever finds the path first will reap greater profits and a more enduring brand.


among them, the main user-led and personalized needs of the C2B model, the most optimistic.


the most superficial c2b mode, or called c2b1.0, can be "fan mode", "Forum mode". This pattern was made by millet, attracted many mobile phone companies to emulate. Cool send mobile internet and electric business President Hao Fanghao said, Cool faction launched independent brand mobile phone, mainly in order to emulate the charm and millet, through the form of building a forum, the formation of brand communication positions.


But it companies are pouring into the real-user-led C2B model.


in April this year, expressed the hope that users to participate in the company's product sales throughout the process, fully transformed into an order-driven supply. Music is called "Public marketing." The idea is to make a fuss about how the product arrives at the user. From product design, research and development, dissemination, sales, after-sale and operation, each link, can be the entire process of direct users.


is located in Shanghai's Green Orange mobile phone, the main high-end customization of this C2B mode. In the company's electricity business website, the price war almost disappeared, the main feature is high-end customization. Grabbed the demand for personalized mobile phone market. Its strategy is to provide consumers with a variety of freely customized mobile phones. Users can choose their mobile phone shell, CPU, or even different pixel camera on their website, order variety can be as many as hundreds of varieties. Through the consumer dominated this mode of business, Green Orange received a large number of personalized consumer orders, successfully avoided with the electric business giant "standard goods" price war.


Alibaba Group Vice President Liang Chunxiao to this change explanation is, the enterprise already realized in the marketing domain huge change, this change will drive the enterprise purchase system, the design, the sale platform and so on will change. Marketing, Sales is only the front-end, this chain will lead to flexible production.


Green Orange Mobile phone CEO Wang Xun said, "channel change is not really the core competitiveness." If any manufacturer can solve the contradiction between the custom product and the scale production, it will be able to stay in the market for a long time. "Traditional hardware enterprises closed, only by the elite engineers in accordance with the needs of users to figure out the type of research and development has become obsolete." Future mobile phone product development more ideas from users, engineers will be based on "tens of millions of users," the needs of research and development.


However, to achieve customer customization and continuous sales, the need for a strong supply chain management capabilities. Mobile phone companies are not simply put products into electronic shops, but to achieve product preheating, channel union, new media relations, flexible production and other links. Only the entire line under the industry chain to do the whole, the road to the electrical business is truly complete.