It is an indisputable fact that the smartphone market is nearly saturated. However, in the second quarter of the global smart phone report released by market research firm IDC recently, OPPO and vivo two mobile phone manufacturers were among the top five global mobile phone sales by virtue of the growth rate of 136.6% and 80.2% respectively, which made Apple Samsung, Huawei, and Huawei have also become jealous of these brands.
If you want to discuss the characteristics of OPPO and vivo, it is that they and Xiaomi heavy online channel sales are different, replaced by a large-scale expansion of the layout of offline retail stores, it turns out that the layout of the offline channel does give these two mobile phone brands Obvious sales increase. It is clear that Xiaomi and Huawei are aware of this.
Lei Jun has openly stated that it is necessary to strengthen the construction of "House of Millet". In addition, Xiaomi also invited one or two hundred offline partners to the site during the new product launch conference, and announced that Red Rice's new flagship Red Rice Pro will be sold at 2149 key customer retail stores simultaneously.†"Open purchase" shows Xiaomi's emphasis on offline channels.
How did Huawei go offline?
Although Huawei's global share reached 11.4%, ranking third, with a market share of 18.6% in China, ranking first. However, in the face of OPPO and vivo, Yu Chengdong, president of consumer business, said that Huawei's channel coverage is still in a weak position. This year, Huawei's market will focus on complementing the breadth and depth of channel coverage.
According to the latest official data from Huawei, thanks to the "Qianxian Plan" released last year, the number of Huawei's retail stores has exceeded 35,000, an increase of 116% year-on-year; the number of channel cooperation stores has increased by 16% to 149,000. Home has covered 170 countries worldwide.
"We have too few retail stores, Huawei wants to open more retail stores." Yu Chengdong said.
In fact, Huawei's retail stores far outnumber Apple's 484 retail stores in 17 countries. However, compared with the OPPO and vivo, it is certainly less than a lot, these two mobile phone brands in the county-level cities, the number of channels is 10 times that of Huawei.
According to news from foreign media, Huawei plans to open 15,000 Huawei retail stores worldwide to achieve sales of 140 million smartphones. In addition to new retail stores, Huawei is also preparing a series of third-party stores and operators. Cooperation, for example, it has already negotiated with a traditional retailer such as Dixon.
Of course, not only millet Huawei, the other domestic mobile phone manufacturers are also under the collective layout of the offline channel, and there are many people in the enclosure, and the competition is fierce. It is not easy to balance the interests of all levels.