A protracted battle offline is ongoing; who is the winner?
In the current global mobile phone market, the domestic mobile phone market is not only huge, but also distinguishes between 2 fronts, one is online, the other is offline.
Most of the online market is a cost-effective mobile phone domination, sales accounted for about 30-40% of this range, as for the offline market, because mobile phone manufacturers and agent dealers have to make money, so most of the sales are low with high prices of mobile phones, but because offline sales account for up to 60-70%, so many manufacturers like to run offline channels.
For mobile phone manufacturers, offline undoubtedly occupies the bulk of shipments, so it is understandable that manufacturers focus on offline, so how about today's offline channels?
Recently, Wise Finance released the article "Under the Mobile Phone Front: The Fight Between The Old and New Forces" revealed the current offline situation, "this year for us to make some money overall, but still not as good as before" Zhao Chen has closed 3 mobile phone stores this year, although 21 years is much better than the 20 years of the epidemic, this year's income is also an increase, but in general compared to two or three years ago, the income has dropped by 50%, not as good as before.
Most of the mobile phone stores operated by Zhao Chen sell OPPO and vivo products, as well as some second-hand mobile phones, for him, he does not want to close these stores, but for the current situation, he has to close several stores to shrink the front line for profit income and carry out a tactical temporary retreat.
He said that OV has invested a lot in products this year, but the sales of high-end products are not very ideal, but the sales of Xiaomi products are higher than those of high-end products. Like the Reno series and OPPO, vivo X series, these are selling well, but the total amount is not as much as before. It can be seen that the battle offline is very fierce!
He engaged in mobile phone sales from 2005, it can be said that he has experienced the storm of China's mobile phone market, and also experienced the decision-making of different mobile phone manufacturers on different offline channels.
The transformation node of China's mobile phone market has to start from the IPhone 4. In 10 years, Apple's release of the IPhone 4 mobile phone triggered the Chinese people to rush to buy, the deep reason behind this is the innovation of product power and the pursuit of high standards of technology, that is, after this year, Xiaomi was established, Huawei, OPPO, vivo also began to catch up with Apple's footsteps.
Just ten years later, Xiaomi can already stand shoulder to shoulder with Apple, and surpassed Apple's ranking in global mobile phone shipments, becoming the pride of the Chinese people.
It is also because of the rise of more and more domestic brands, major mobile phone manufacturers began to develop independent innovation in technology research and development, not only the offline market is fighting, but also the online channels are extremely lively.
In the current domestic mobile phone sales system, Huawei and OV are still continuing the traditional sales model, while Xiaomi started online and has only begun to enter the complex offline market in recent years.
The traditional offline play is to subdivide into each mobile phone store again after continuous distribution to dealers at all levels after the national, provincial and municipal generations, and there are wholesale prices, retail prices and profit margins, which can make money but the risk is not controllable.
At present, in the offline channel layout of mobile phone manufacturers, OV accounts for the largest proportion, followed by Xiaomi and Glory, which still benefits from their own strategic goals of offline channel layout.
Zhao Chen told us that the opening speed of xiaomi's offline stores in recent years has far exceeded OV, but it is undeniable that the number of OV stores has successfully monopolized the market in recent years, and their corporate brand culture has been deeply imprinted in the hearts of consumers, just like eating fast food to find KFC and McDonald's, but according to the growth rate of Millet, it is still very promising!
No one can replace Xiaomi's advantages, but no one can replace the advantages of Huawei and OV.
Now Xiaomi offline layout is also a strong preemptive of many users, the sales model in the online + offline price unified model, no middlemen to earn the difference, deeply liked by users, reflecting the millet advantage is greater, huge potential.
In the next decade, the competition will become more intense, but there is no guarantee that after the launch of the new model of offline store, the traditional offline store will be overthrown? What do you think about that? Let's talk in the comments section!