1. foreign brand channel characteristics
Motorola, nokia and other foreign famous brand in China time earlier, can be said to be China's mobile phone market, "Kai" doors, their basic approach is: will China's mobile market size as the city is divided into several levels, common method is to set all the cities in China is divided into 1-6-level city, always down to county-level city, and from the level to six levels, from top to bottom, gradual development at all levels of the market. The higher the level of the city, the marketing resources, input number and cell phone types.
Basic mobile phone manufacturers abroad will China partition, each region's organizational structure and management model is unified. Each region has a Regional Director has overall responsibility for its each province to establish a branch, a province has a sales manager; then, each city is a city manager, under which a distinction is responsible for urban, suburban counties of sales and marketing staff. Each region shall have the right to select agents, agents have the Shenzhen telling, Ahmet kurtcebe etc in the mail, these agents are in each city to establish a branch or Office in conjunction with manufacturers who market distribution and is responsible for planning and implementation of various marketing activities.
From the channels of distribution structure, the agent will have its own straight for shops and some of the second group — that is, the "land package" — for Mobile Terminal sales. Manufacturers will select a certain number of direct for shop, with the national chain of shops and stores as the main cell phone, for example, suning, GOME, di Xin Tong, etc.
In short, foreign channels of brand mobile phone manufacturers are, from top to bottom, gradually sinking a pyramid structure, foreign manufacturers can form this channel structure, and their entering the Chinese market earlier. In the beginning, they generally take agent system until 2000 years later, amid strong domestic manufacturers, began to pay attention to the challenges of three-level cities, even five or six-level cities. By 2004, they have basically realized the depth distribution. Foreign brand mobile phone manufacturers and the evolution of the channel and the domestic mobile phone manufacturers in the direction of the opposite direction.
2. domestic brand channel characteristics
Domestic mobile phone manufacturers are the mobile phone market later, when they enter the mobile phone market, foreign manufacturers have in large and medium-sized cities have strong sales channels, so the vast majority of domestic mobile phone manufacturers to avoid foreign competition forces the most powerful cities, which first entered the competition was also relatively weak, they are generally small and medium-sized cities in the city and county-level city in search of regional agents (package) started its own mobile phone sales model. Domestic mobile enterprise channel development model is a bottom-up, a firm foothold in small and medium-sized cities and then attack to large and medium cities, this is what we used to say "countryside surrounds the city." Since 2001, with the domestic mobile phone manufacturers in product manufacturing and design aspects of maturing, they start comprehensive start sales in large cities, massive, Subversion a foreign brands in large and medium-sized cities once owned by a dominant position, the individual mobile phone brand market share more dispersed, the market is no longer any brand of cellphone can, etc.
2. China's major handset vendors
China is a special mobile phone market, mobile phone sales are also has a special national conditions in China, China Mobile phone sellers generally can be classified: operators, national chain of mobile phones and electronic hypermarket, a certain strength phone chain stores, there are various regional characteristics of mobile phone retail market.
1. operators: is China Mobile, Telecom and China Unicom, mobile operators and they will be able to sell their business linkage effects, all factories have attached great importance to this class of mobile phone sales, frequently collaborating and repeatedly gives the most favorable conditions and cooperative attitude, now even started and operators to customize the mobile phone, mobile phone factory software already and operators of networks and communications, operator nor the handset manufacturers, operators of Mobile Terminal sales have been very high, and the other carriers in the bundled business while also established business for Mobile Terminal sales. It can be said that this class of Mobile Terminal sales are the manufacturers against China's national conditions specific to the most reasonable market functioning.
2. a national chain of stores: had to mention suning, GOME, handset vendors, such sales terminal does have strong economic strength and better management operation mechanism. To SUNY as column, in the 2004 new year's day, suning has a dozen stores opened in the country at the same time, the momentum of an epic is some local vendors are far behind. On this class of powerful mobile phone sales terminal, manufacturers or agents basic take direct way, one can make the mobile phone in its sale to better market, itself is a national chain of stores, but also with their mobile phone market competitiveness and overall market price stability.
3. local has a capacity of mobile phone chain stores: this class of mobile phone sellers can be said that the local access market earlier performance of excellent local enterprises, in a few years of cell phone violence now in local moistening with some customer source and certain local market visibility and a mobile phone operating capital, can the business in the whole city and the province, this kind of mobile phone vendors also be ignored by mobile phone operators, their basic and agents of cooperation for the winner again straight with some business began and handset manufacturers, which further enhances its ability to compete in the market, its local mobile phone sales capacity in further expansion.
4. the regional characteristics of mobile phone retail market: this is our most commendable mobile guerrilla who spread around the town and country, to the number of won market share, they still parallel Mobile's main sales channel, and participation by the production-distribution. Their business model is the most flexible, most reflects local market nature and mainstream features. But they are also facing a great competition in the market, the next step is not optimistic that its development will focus on the level of parallel imports.
3. China Mobile phone buyers
China Mobile phone consumers are not mature, main can be broken down into the following three categories:
The first is the "knowledge-based consumer": this type of consumer contact information, professional understanding of the mobile phone is better, to really find your cell phone, they are like mobile entertainment features, like the cell phone business performance. For such people, manufacturers and agents basic use of media advertising, in a comprehensive, appropriate product design to attract its purchase.
The second category is the "fashion follower": this type of consumers China popular phone models mainly with fashion, in General, the then market the best of what cell phone, what mobile phone people up, they will choose what cell phone, he did not have the "stereotypes".
The third category is "blind-consumers": this type of consumers all manufacturers can instantly attract customers, many of them do not even know what is what mainstream brand, is the main product, in the mobile phone marketplace can instantaneously is a special attraction of the mobile phone is moved from the purchase desire, or recommended on a salesperson's very reliable. For this type of mobile phone sales as long as there is a very good sales skills, it is easy to contribute to the purchase. In all of the customer, such customer accounted for most, this is why mobile phone manufacturers and mobile phone vendor has repeatedly stressed that the strengthening of sales staff selling skills.
4. mobile phone manufacturers marketing management
On the whole of foreign brands and internal market policy can be divided into the "Central" and "local mobile".
Foreign brands, basic is the "Central", their commercials, graphic design, brochure, etc., from production to the application, or even to advertising expenses, as well as advocacy information dissemination and marketing materials for installation, roadshow is represented by province branch or regional headquarters unified management, in such a way that its mobile phone comes with information and material has a strong professional and consistency and market image characteristics. Particularly in 2003, in 2003 the domestic mobile phone brand in occupies half of the mobile phone market, splitting their jiangshan success lies in their mobile phones abroad, as well as advocacy on gaozhongduan, 2004 foreign brands of propaganda have a 90-degree major turn.
Domestic brand flexibility is good, its branch or Office authorized the bigger, they generally direct and local production companies, advertising companies to produce the most consistent with local habits of advertising market appreciation, this allows them to more quickly respond to local market, market responsiveness than foreign brands more quickly. In order to prevent making propaganda effect throughout the company's overall requirements, in General, they still have to accept some instructions at corporate headquarters in order to avoid the market presence of flaws. In 2003, as a result of foreign brands in the market, the domestic mobile phone manufacturers trying to inventory increases, also limits their advertising investment.
Now step into any one of the largest mobile phone market, none of the major mobile phone manufacturer, nokia deals moto is, Sony Ericsson, Amoi, others are better with nec, lg, tcl, and cell phone marketplace area Basic is a new pattern, this is also reflected in 2004, mobile phone manufacturers in the propaganda on variance of inputs.
Author: Zhu Rui, Beijing tairan strategy management consulting consultant mailbox: zhuxuerui@tiran.com.
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