The trend of Internet mobile phone trends: transformation of multi-channel marketing into a development outlet

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Millet Company "Play turn" internet mobile phone wind, causing the market to follow the craze, many internet giants Wenfengerdong, have accelerated the pace of Internet mobile phone market, but come fast, now, the Internet mobile phone market has returned to calm, the Internet mobile phone has gradually faded from people's view.

In the industry's view, the Internet mobile phone There are many mishap, product quality difficult to control, after-sales service difficult to ensure that no long-term planning and so on. A single sales channel has been unable to break through all kinds of difficulties. The best way to rescue the Internet is through multi-channel parallelism or an Internet phone.

The internet phone is losing its voice

Once upon a time, affected by the success of millet and driven by the Internet, the big guys on the top of the "Do not do" big hat began the layout of the mobile phone industry, from Alibaba to Shanda Network, to Baidu, Sina. Time Internet big guy to try water mobile phone industry to become a trend. On the price, Aliyun mobile phone price is 2680 yuan, HTC and Sina mobile phone price for 3380 Yuan, a grand mobile phone has less than 1000 yuan, as long as 999 yuan, low-cost supporting multi-directional software to provide, so that the mobile phone industry more brutal competition, the industry jokingly internet big Guy's arrival, make originally is "Red Sea" China's mobile phone market has become a "sea of blood".

Over time, from the current mobile phone market, the Internet mobile phone seems to have gradually disappeared, and occasionally one or two floating bubbles also quickly attributed to silence. People see the Internet mobile phone is more of the online print ads, as well as various holiday ads.

Internet handsets are also reflected in the attitude of Internet handset manufacturers. Alibaba, aware of the existence of serious after-sale and service problems, stopped the mobile phone production plan and cloud OS plan, the Grand mobile phone since the release of June 2012, has not published sales figures, can conclude that sales are not good. Tencent and Baidu in the machine before the heat, appears relatively calm, did not put great effort to participate in the manufacturing process, but with Huawei, Dell, Changhong and other hardware vendors tried to push the cooperation model, the market effect is general.

These springing up Internet mobile phone is "come also hurried to also hurried." So far, but also in the mobile phone market occupies a place, it seems only the remaining millet. But in the futures door, quality door and many other events, Millet also walked down the altar.

Internet phone more "mishap"

The internet industry from the beginning into the field of mobile phones, there are many problems. The difference of the enterprise's own gene causes it to face the severe acclimatized when crossing the market, in addition, the lack of supporting service also causes the user's reputation is poor.

From the overall environment, the rapid development of Internet mobile phone due to the mobile phone, the huge market demand has helped various manufacturers to use the "low-cost high matching" concept has won the hearts of many users. But as the technology matures, in particular, the increase in the number of nuclear has no practical significance, the major manufacturers and efforts to depress sales prices, the Internet phone to emphasize the direct marketing model becomes more difficult, the demand is shrinking, coupled with the smart phone homogenization phenomenon highlighted, directly lead to the user to the product experience of the decline of goodwill. Operation mode mishap is also one of the reasons, at present, other Internet enterprises to make mobile phones, mainly through the cooperation with international and domestic manufacturers customized way to complete, which makes the Internet enterprises in the hardware manufacturing technology become a layman, can not experience the first line of the product hardware control. Industry insiders said internet companies to enter the hardware field will not easily succeed, directed at the internet companies do behind the phone "product quality difficult to control, after-sales service difficult to guarantee and product no long-term planning" three "mishap", once the operation inadvertently will be a dismal ending, will also involve itself in the Internet's main business brand image. Although the creation of the Internet mobile phone precedent of millet mobile phone sales staggering, but also suffer from the lack of after-sales service problems.

From the point of view of marketing, the Internet handset lacks the traditional handset manufacturer's offline channel, relies on the Internet mode sale alone, the channel is narrow, the user scale is also relatively small. From the Internet handset manufacturers themselves, the internet phone spell more is hardware, with the mobile phone configuration of the "ceiling" is approaching, the Internet manufacturers lost their hands the most sharp "artifact", the lack of the original ecological products is its Achilles heel. In addition, the future changes in the Android system for these internet companies is a big hidden trouble, it is easy to become a root of the ping, no soil wood, leading to future controlled.

Internet + entity shop + operator Channel multi-Punch

Internet handset manufacturers face the increasingly depressed Internet handset market How to do? Internet + entity shop + operator Channel Sales model or will be the best way to rescue the internet phone crisis.

Internet as the current mobile phone manufacturers an important direction of layout, the Internet enterprises hold this advantage of course can not easily give up. Industry insiders believe that the real internet phone is led by the Internet companies or in-depth participation in the application, content and services to drive product hardware sales, the mainstream market-oriented mobile phones. It is difficult to achieve success if it does not meet this standard. The current millet, Aliyun and other Internet mobile phones, because the lack of offline channels, marketing, there is a short board, has been drifting away from the mainstream smartphone market is a typical example.

Visible, Internet enterprises in the layout of mobile phone market strategy can not only rely on a single foot to walk, multi-channel parallel. From the relevant data, at present, the electric business channel is still niche market, in mobile phone sales accounted for less than the share of about 10%. The number of people who buy mobile phones in the electric business is mainly concentrated in the first-tier cities, which leads directly to the Internet handset manufacturers ' sales network can not cover the needs of users in a wide range. The expansion of the entity shop Channel will undoubtedly make up for many deficiencies, a variety of maintenance difficulties, poor service problems or will be resolved, not only to help enterprises sell products, in the maintenance, service process can also help enterprises to improve the user's viscosity.

Finally, the operator channel layout is undoubtedly the key to determine whether the Internet enterprises can soar again. It is understood that Huawei in the domestic market over 50% of the mobile phone is through the operator channel sales, visible operators channel layout of the good or bad will directly affect the enterprise can be bigger and stronger. China's three major operators have hundreds of millions of users, and Tencent, Baidu, Alibaba, 360 and other Chinese internet companies have hundreds of millions of users, they are very strong complementarity, internet companies in the cloud services have a unique advantage, telecommunications operators in the network, pipeline has advantages. Complementary advantages, to achieve cross-selling and integrated marketing, there may be some opportunities.

In the mobile internet age, the terminal is the most intense competition point. Mobile phone manufacturers, including internet companies, are well aware of the reality of "getting the end of the world". Therefore, the Internet handset manufacturers in the industry increasingly fierce competition in the present, only multi-channel parallel, especially to embrace operators thigh, strengthen the establishment of ancillary facilities, it is possible to achieve sustained and sound development.