Internet mobile phone or "ceiling"? Sales channels are interested in relying on physical stores

Nowadays, there is demand saturation, overcapacity, slowdown in the mobile phone market, coupled with high hardware homogenization and low-cost competition. Internet mobile phone sales may face "ceiling". Recently, a number of Internet mobile phone brands seem to be interested in accelerating the return to traditional physical stores to achieve online and offline balance.

Since last year, the smartphone market has entered a "bottleneck period", Samsung has experienced negative growth, and apple and millet growth has slowed down. In 2016, various mobile phone manufacturers have lowered their expectations, and Xiaomi even played the key words of "2016 happy." The implication is that there is no longer an overemphasis on sales.

As for sales channels, the trend of Internet mobile phone brands moving into offline is very obvious. Ni Fei, general manager of Nubia, revealed that the online and offline sales ratio in 2015 was about 6:4, and in 2016, it will achieve 5:5, opening more than 1,000 stores and 3,000 sales outlets.

At about the same time, Feng Xing, senior vice president of LeTV Holdings and president of LeTV Mobile, announced that last year, LeTV's total sales of super mobile phones exceeded 5 million units, and its sales target for 2016 was 15 million units. He emphasized the three-dimensional model of “all channels and multiple arms” in the channel. The whole channel includes its own shopping malls, online third parties such as Jingdong and Tmall, LePar and offline operators, and the four channels work together. LeEco's new LePar experience store will increase multi-channel interaction.

Regarding the new trend of Internet mobile phones, Wang Yanhui, secretary-general of the Mobile China Alliance, said: "It can't be said that Internet mobile phones encounter ceilings, but the use of Internet mobile phones is too cost-effective. Now it is time to combine offline channels. Or go overseas. Or combined with offline, it is difficult to survive simply relying on e-commerce."

The same point of view is also recognized by Zhang Yi, CEO of Ai Media Consulting: "The Internet gameplay has been a bit of a boost, a bit of a virtual high." He also believes that low-end users are concentrated in third- and fourth-tier cities and rural areas, this is under the smartphone. A "bonus market".

It can be seen that instead of relying solely on the online, the close integration of online and offline will be the general trend of Internet mobile phones. LeTV Mobile Feng Xing judged that 2016 will be a "watershed", and mobile phone manufacturers will shrink rapidly and even withdraw from the market.