MP5 is a portable multimedia terminal whose functions are maximally realized under the big system of Zijing Shennet. Even in the areas not covered by the GodNet, it can realize MP4+DTV function. At the same time, LIC resources have integrated relevant content providing websites, which means that the information received by MP5 is not only from TV, but also from .COM. rich program sources provide a strong guarantee to meet people's different needs. From content to transmission to terminal, LIC has completed the layout of key points in the industry chain. This overall development trend, like an invisible hand, will bring MP5 to a high level of strong competitiveness. Where is the revolutionary breakthrough of MP5
A simple formula to illustrate the function of MP5 is MP5=MP4+Wireless IPTV+VOD+Download function. As we all know, one of the main advantages of upgrading MP4 products is to add DTV function, which is not IPTV, and the latter can utilize the frequency resources more efficiently and scalably. Therefore, MP5 is not a simple integration of existing storage, playback and other functions, its revolutionary breakthrough lies in the use of new technologies.
Give MP5 a reason to succeed
A "Which ipod are you?" will be the iPod brand personality to the fullest. This Apple has grown extraordinarily lush and colorful on the Chinese soil. The iPod's MP3 with its modern and streamlined appearance and gentle yet cool color has made people fall in love with it. But the success of the iPod is only a manifestation of the culture that the brand promotes. iPod has a powerful content site in the background that makes it easy for people to download and manage their music. Selling services and ideas rather than products is never a slogan for a company committed to building a brand. This is the principle on which LIC will bring the MP5 into people's lives.
The MP5 player is largely a concept made up by businesses following MP3 (MPEG-3) and MP4 (MPEG4), and in fact, the MPEG-5 format doesn't exist, and there is no consensus among businesses on what standards MP5 players should follow. Since its inception, the MP5 market has always been in a concept and standard dispute. (B) the first half of 2017 MP4/MP5 brand overall concern proportion pattern analysis Figure 1 the first half of 2017 MP4/MP5 key brand concern distribution
Figure 2 the first half of 2017 MP4/MP5 key brand concern trend
Although the MP4/MP5 market competition is still fierce or even chaotic, and the profit is also gradually low, but the domestic brand still hold
The top five most popular brands in China's MP4/MP5 market in the first half of 2017. Newman, Patriot and Aino are each according to their own ideas and development routes, forming a three-legged situation, but at the same time, relative to the market pattern of the whole year of 2017, the MP4/ MP5 market brand pattern produced a sudden change, the Patriot was overtaken by the later Newman, the market position has also slipped to the second. However, from the concern of the trend, Newman from the beginning of the 23.52% of user attention to the proportion of 16.05% of user attention in the middle of the year, the decline is larger, its title in the second half of the title will not be guaranteed.
In the MP4/MP5 most popular brands in the distribution of the top ten brands, foreign brands are almost completely wiped out, only Apple in the layers of national brands surrounded by 4.52% of the user attention ratio to occupy the sixth place.
(C) the first half of the MP4 / MP5 key brand market concern proportion trend statistics
Figure 3 the first half of 2017 MP4 / MP5 key brand concern floating chart 1
Figure 4 the first half of 2017 MP4 / MP5 key brand concern floating chart 2
From the key brand concern floating chart, in addition to Newman and Apple, the other brands in the first half of the year overall have been in the first half of the year. Newman's concern although there is a small rebound in April, but still can not stop its overall downward trend in June back to -19.22, its future is worrying. Apple's concern floats more miserable, half a year year-on-year decline of -72.25%, which is not unrelated to its management turmoil, product defects recall.
The Blue Devil has an outstanding performance in this statistic, although the floating amplitude does not have a big fluctuation, but it is a stable upward trend. From
January to June it grew 44.34% year-on-year, a promising outlook.
Other brands in this statistics float larger, part of the brand although in April, May to reach a higher float, but in June are different degrees of rapid decline, the rise and fall are more obvious, indicating that the brand's user awareness is not stable enough to stabilize the market share of concern, the manufacturers need to work hard.
(D) MP4 / MP5 key brand product quantity and market concern proportion comparison
Figure 5 MP4 / MP5 key brand concern proportion and quantity proportion comparison in the first half of 2017
The concern of the statistics of the top ten brands, in addition to Purple, Goldstar, the proportion of their concern ratio is invariably lower than the proportion of the number of products concerned. Newman with 7.26% of the number of products in the proportion of 18.90% of the proportion of user attention, its low price and rich entertainment features to attract the attention of most users, but due to the quality of the existence of more or less problems, such as dead can not be restarted, the quality of the key is not high and so on, so that part of the user deterred.
Apple's brand strength is evident in the fact that it has achieved nearly 40 times the 4.52% of user attention with 0.41% of the number of users.
For the MP4/MP5 industry to take another leap forward, it needs more than just technical updates, it needs innovation in other areas. The strong combination of manufacturers, streamlining product costs, the formation of the scale effect is definitely a trend in the future development of MP4/MP5, only with a cheaper price, better performance, more assured quality of the HD MP4/MP5 products, will bring a round of new market changes to the MP4/MP5 industry, before it is possible to recreate the once peak of the Walkman market!
The second week of August 2017 MP4/MP5 product user click behavior statistics as an analysis of the sample, the MP4/MP5 market brand strength changes and market concern ratio for real-time tracking and analysis, objective and timely reflection of the MP4/MP5 market brand competition pattern. The results are as follows:
(E) Market Overview:
1, Purple's five MP4/MP5 products shortlisted, accounting for half of the ranking of less than 200 yuan;
2, Patriot took the title of 2GB storage capacity MP4/MP5 ranking;
3, the domestic brands dominate the market of low-priced, low-capacity MP4/MP5;
3, low-priced, low-capacity MP4/MP5 market;
3, the domestic brands dominate the market of low-priced, low-capacity MP4/MP5 MP5 market;
Figure 1 Top 10 most popular MP4/MP5 products under 200 yuan in the second week of August 2017
With the continuous improvement of the quality of life of users, the quality of digital audio and video demand is also rising, the choice of high-quality products, "not bad money". 200 yuan MP4/MP5 products under 200 yuan, although it is not easy for the user to find the best MP4/MP5 products, but it is not easy for the user to find the best MP4/MP5 products. The following MP4/MP5 products are not very rich in features, but enough to meet the daily needs of video and audio playback. In this ranking, ZiGuang has emerged as a leader, five products on the list, occupying half of the list of products under 200 yuan, of which T81 ranked first with 0.56% of the user attention, T950 ranked second with 0.45% of the user attention, and the third place was Newman's NUNU X05 in the bag
(F) mp3/mp4/mp5 use Precautions:
First, connect the computer USB port charging, charger to the MP3 charging time, please do not exceed 4 hours, to the MP4 charging time, please do not exceed 6 hours (2.2-inch screen above the MP4 charging time, please do not exceed 8 hours), otherwise it is very easy to cause the MP3 / MP4 built-in lithium battery failure and damage. Second, generally with the factory standard charger to the MP3 / MP4 player normal charging, the charger's red light and green light at the same time. (Note: Some styles of MP3/MP4 players full of electricity after the light still does not go out, which is also a normal phenomenon, as long as the first description of sufficient charging time inside can be, charging time should not be too long). Third, MP3 / MP4 player from the computer when you pull out, be sure to strictly in accordance with the requirements of the computer operating system, the first remove the hardware and then unplug the MP3 / MP4 player; MP3 / MP4 player is being transferred to the computer files, please be sure not to suddenly interrupt or accidentally interrupt the connection with the computer, otherwise it is very easy to cause the loss of the MP3 player software program.
Fourth, the normal use of the new machine, please do not format the MP3/MP4 player or firmware upgrade, otherwise it is very easy to cause the loss of MP3/MP4 software programs, resulting in the player system paralyzed, can not be used normally. Buyers private firmware upgrade failure caused by MP3/MP4 failure, the factory is not to provide three packages of service. Therefore, please note that the majority of customers and friends do not privately upgrade the firmware, the store will not provide firmware upgrade software for buyers, V. In the event of MP3/MP4 player in the virus (viruses generally lead to MP3/MP4 player crash, automatic restart, screen, I / O error, memory capacity becomes small or display 0, disk errors and other faults), please use the latest antivirus software on the machine for the first time. Antivirus. If the anti-virus still can not be recovered, you can use the computer to format the MP3/MP4 player to see if it can be recovered, before formatting the computer inside the backup MP3/MP4 player inside the important information and documents, and need to pay attention to first check the player's original disk system format is what kind of (general MP3/MP4 system format FAT and FAT32 two kinds of,) most of the MP3/MP4 player, the system format is not the same as the original format. Most of the MP3/MP4 players are using FAT system format), the formatting needs to choose the same system format with the original format of the machine, so as not to cause the MP3/MP4 player to lose the system program.
(VII) design summary
"MP4" cell phone in the market is highly sought after, and MP4 players are fighting a fierce battle, and now "MP5" cell phones are thrown into the market. But at present, MP5 cell phone is just a gimmick to solicit consumers, not the highlight of the market. First of all, what is "MP5" inconclusive. The concept of MP5 is different between manufacturers, not to mention that cell phone manufacturers have a huge gap between this
concept and digital TV companies, and even cell phone manufacturers are also very different from each other.
Digital TV companies believe that the MP5 is to join the communication function of the ``mobile TV'', can use the terrestrial digital TV channel to realize the online digital video live viewing and download to watch and other functions. And to Xiaxin as the representative of the cell phone manufacturers on the MP5 cell phone to emphasize the phone's TV-OUT TV output function, and even more companies with handwriting, MP4/MP3 player, camera and support for memory expansion features such as cell phones on the label as "MP5" cell phone.
It can be seen that the MP5 technology content of digital TV companies is much higher, and the so-called "MP5" of the current cell phone manufacturers is only a collection of existing features, at most, to add a TV-OUT TV output function. In the case of the current MP4 standard has not been finalized, cell phone manufacturers to play MP5 concept, cell phone manufacturers in the market to play the "concept", consumers if the wind and on the interests of the difficult to protect.
Second, the TV-OUT TV output function of the cell phone is not practical. We take a step back and admit that Samsung, Xiaxin, CECT and other manufacturers of cell phones with TV-output function that is the MP5 cell phone, I still think that such a function does not have a great market future. TV output function allows cell phones through the AV port directly connected to an ordinary TV, through the TV to play the cell phone stored movies, music, videos and games, etc., in fact, consumers may use the TV to play the cell phone will only be the video and games. Due to the limitation of memory card capacity, the videos recorded by cell phone are usually short and small, so there is no need to use TV to play them. This is evidenced by the use of AV ports on digital cameras. The game function, because consumers still use the cell phone keyboard operation, with the TV to play to make it feel very inconvenient.
Compared to the simple mobile TV output, the future function of cell phone as a mobile TV terminal will be more attractive. At present, the domestic cell phone manufacturers did not do in this article, just stay in the cell phone TV output, the biggest reason is by the operator to provide mobile network technology constraints. Therefore, today's "MP5" cell phone is just a gimmick before the launch of China's 3G.
Electronic products market research report [Article 2]
-- Apple brand as the main object of study
The main body of the survey: stores Survey implementation: 117 Boys Survey Group Survey samples: 35 tables Survey time: October 1-7 Survey scope: Changzhou Nanjing Yancheng Suqian
First, the survey was conducted by the Ministry of Commerce of the People's Republic of China. p>
I. Outline and preface
Good morning to you all:
The survey was organized by Mr. Sun Yu initiated by the School of Fine Arts 117 boys survey group is responsible for the implementation of the main questionnaire survey and combined with the store entity surveys and interviews with consumers, the survey time for seven days, according to the survey process analysis, the investigation of different areas of the market as the main body, the survey questionnaire was issued 40, 35 returned, covering all small and medium-sized cities in Jiangsu, the survey, although the survey was conducted by a team of researchers, the survey sample: 35 forms. Covering all small and medium-sized cities in Jiangsu, although the survey is relatively crude, but it is also a more obvious performance of the current electronics market in the Apple brand situation, product development and promotion of management has inspired the reference value, which deficiencies also hope that you point out more and give improvement.
II. Market Analysis
1. Market Development Overview
Our group also did a preliminary understanding of the electronics market beforehand, including mainly for the Apple brand of cell phones, the Apple brand has now become the mainstream fashion, can also be said to be the mid-range luxury electronic products, with its fashionable design and superior performance to become the current leading electronic product companies.
In the 1980s, the Apple II was introduced to China, and Apple set up an office in China in the mid-1980s to promote the Apple II. Most of the people who were born in the early 1980s played with the Apple II when they were kids, but this was mostly in the education field. As for the consumer field, I personally think it started with the release of the iPod, that is, 02 or 03 years; Mac consumer machines, it should be 2017 Intel Mac out of the matter. As for the completely become popular, that is the launch of the iPhone, that is 07 years ago; become an arcade is 10 years after the release of the iPhone 4 things. The company's flagship stores in Shanghai, Beijing, and other large cities provide a huge market for consumers to experience.
2. Market Capacity
China's cell phone market **** counted more than 90 cell phone licenses issued, more than 80 brands on the market, such a huge team of fierce competition can be imagined, how to occupy the dominant position of this stormy place, is bound to be difficult. This core competitiveness is the brand value, his technical value and market guidance. It can be said that Apple's value is not only in its appearance, its powerful system and user experience has been its greatest attraction.
Although Apple's evaluation is now polarized, the use of people is still very market, into a benign growth trend, and to cope with different users to make a cheap version, it can be said that the future to occupy the market consumer groups
Strength can not be ignored.
3. Market growth
With the increase in urban demand and the development of the rural market, it is expected that the market demand in the next three years and the expected purchase rate will increase at a rate of more than 40%.
In 2017, Apple 5s and 5c have sold nearly 10 million units. It can be imagined that the introduction of ipad5 afterward will certainly cause a new round of scrambling.
4. Market structure
The product has the highest ownership rate in several cities we researched: Nanjing, Changzhou, Yancheng, Suqian. Including our consumer survey after talking to it is not difficult to see that 100% of consumers know the Apple brand, 60% of consumers can say the name of the Apple products above the casualties. 30% of consumers chose to use the Apple products, 30% of consumers have more than two kinds of Apple products. For such results can be said that the market competition is fierce, Apple's brand concept is still very popular, but 70% of consumers think the price is expensive.
5. Investment Status
From Apple's balance sheet, we can see that Apple's investment is divided into short-term investment and long-term investment. Among them, short-term investment started from $18,417 million in 2012 to $23,666 million at the end of the year, an increase of $5249 million in one year. The increase is 28.5%. While Apple's long-term investments increased from $81,638 million at the beginning of the year to $97,292 million. 15,654 million. This is an increase of 19.2%. From this we can know that Apple's investment is gradually increasing.
In fiscal 2012, Apple opened 33 new Apple Stores, 28 of them outside the United States, bringing the total number of Apple Stores to 390. Average revenue per Apple Store increased from $43.3 million in 2011 to $51.5 million in 2012, an increase of 19 percent year-over-year. There is no doubt that Apple has become a benchmark in the mobile Internet era, both in the capital market and on the sales side. Now, the iPad6 is coming, the iPhone5s is here, and Apple is planning to launch a series of low-end and mid-range Apple products in the future. It is bound to improve the overall asset structure again.
6. Brand Status:
Apple: iPhone is a handheld smartphone that combines a camera phone, a personal digital assistant, a media player, and a wireless communications device, announced by Steve Jobs at Macworld held on January 9, 2017, and launched in the United States on June 29, 2017.June 29, 2017 18:. 00 iPhone (i.e., iphone 1 generation) Launched in the United States on July 11, 2017, Apple introduced the 3G iPhone. on June 8, 2017 at 1:00 a.m. Steve Jobs announced the iPhone 4. in the early morning hours of October 5, 2011, the iPhone 4S was released. in the early morning hours of September 13, 2012 (September 12 a.m. U.S. time) iPhone 5 released. 2017 September 11, 2017 early morning (September 10, 2017 morning US time) iPhone 5S , iPhone 5C released. Apple will launch an iPhone trade-in program in the U.S. from June 2017 proposed, aiming to get more users of older models to upgrade to the iPhone 5 and hand back their older models.
Samsung: company founded in 1969, number of employees: 117,28 (2017). Corporate Philosophy: technology is people-oriented. Three of the group's companies entered the ranks of Fortune magazine's 2003 World's Top 500, of which Samsung Electronics ranked 59th, Samsung Physical Products 115th, and Samsung Life 236th. Products in the digital age will be differentiated more on the basis of their brands than on their functions or quality. Since 1999, Samsung Electronics has persisted in its global brand communication strategy. According to a study released by Interbrand in the United States, Samsung's brand equity value grew from $6.4 billion in 2001 to $12.55 billion in 2004, making it the fastest-growing brand. Since November 10, 2017, Samsung Electronics will implement a holistic marketing strategy to replace individual marketing programs to increase its market power and enhance its brand value with high-quality products. Guided by the brand philosophy of "Wow, Simple and Inclusive," Samsung Electronics is launching a global branding campaign.
HTC: HTC, High Technology Computer Corporation, also known as HTC or HTC for short, is a globally recognized technology company whose main product is smartphones, headquartered in Taoyuan County, Taiwan Province of China. HTC was founded in 1997 by Chairman Wang Xuehong, Director and Chairman of the HTC Foundation, Zhuo Huo-tu, and General Manager and Chief Executive Officer, Chou Yung-ming. Since its inception, the company has developed strong R&D capabilities, pioneered many new designs and product innovations, and introduced technologically advanced PDAs and smartphones to operators and distributors in the global telecommunications industry. in December 2011, HTC was banned from the U.S. market for infringing on Apple's patents. HTC is committed to the high-end smartphone market, leading the development of Android smartphones and is one of the world's outstanding smartphone manufacturers. Over the years, HTC has worked quietly behind the scenes with the world's leading telecommunications companies to bring their products to markets around the world. hTC has established unique partnerships with major handheld brands, including five of Europe's leading telecom companies, four of the largest in the U.S., as well as many of the fastest-growing telecom companies in Asia. hTC also brings its products to market through leading OEM partners. HTC is one of the fastest-growing companies in the mobile device industry and is recognized by consumers as one of the fastest-growing companies in the mobile device industry. Business Week recognized HTC as the second best performing technology company in Asia in 2017 and ranked the company as the third best technology company in the world in 2017.
7. From the overall analysis of the survey
Apple is at the top of the industry, Samsung is at the second, and htc and others are hovering at the third, with the highest demand for appearance and performance based on the opinions of the region and individual consumer groups.
III. Industry characteristics
One of the characteristics: the electronics industry is one of the fastest growing industries in China, including a wide range of products, in a variety of forms, including cell phones, computers and other products with the fastest growing.
Feature No. 2: the rapid replacement of electronic products, the same brand of the same type of electronic product replacement rate is generally no more than one year, especially in the cell phone industry, in recent years, the rapid development of smart phones, the speed of the amazing, the brand, such as Apple, Samsung, HTC and other big brands are familiar to everyone, the national brand millet, Huawei, Coolpad, Meizu also catch up with the head.
Feature No. 3: more and more derivatives of electronic products, more and more rich in variety, such as cell phone cases, protective covers and other electronic derivatives reflecting the personality of more and more. Any cell phone jewelry store to see the most is this kind of product
Fourth, product analysis
1. Mobile phone as a representative of the rapid development of cell phones in recent years, as a mobile communication tool, cell phones are becoming more and more powerful, cell phones are now moving towards the road of intelligent rapid development, smartphone occupancy rate is rising year by year. At present, the function of cell phone is not only limited to receive calls, send and receive text messages, these basic functions, and more to the Internet, entertainment, photography, social development. The development trend of cell phone functions also represents that people's requirements for cell phone functions are getting higher and higher and more and more comprehensive. Furthermore, the style of cell phone gradually have flip type development to straight plate type, and then by the keyboard cell phone development to touch screen cell phone, and then by the development of small screen to today's giant screen cell phone, by the function to the intelligent, by the single-core processor to dual-core and then quad-core and even to the octa-core, the development of cell phone can be seen is really a full range of multi-layered.
2. As an alternative to computers, tablet PCs were once y rooted in people's hearts, especially among the younger generation of consumers. Tablet PCs are characterized by their small size, easy portability, powerful features, and sufficient entertainment. In the face of the current metropolitan life, commuting, after-school time with a tablet computer on the Internet, play games is not lost as the ideal choice of leisure and entertainment.
3. The biggest advantage of electronic products is convenience, the biggest disadvantage is to constantly cycle charging to ensure that a long time to use, out of the biggest worry is afraid of their beloved electronic products will not be able to
toss and no power, often go out with a backup power supply will rest assured that travel.
V. Price analysis of Apple products:
1. iPhone has always been an anomaly in the cell phone market, Steve Jobs has always had an original marketing strategy, from the brand, appearance, technology and then to the sales model, iPhone is always different. Every time out of the knife, Apple has caught its rivals off guard. The emergence and improvement of the 3G iPhone is no surprise to anyone, but what is a big surprise is the price of the 3G version of the iphone. 16GB version is only $299. You have to realize that when the first generation of iPhone was launched, it sold for $499 for 4GB in North America.
The 3G version of the iPhone's outstanding performance, control, and killer price have driven all rivals out of business.
2. Price Makes the Market
The 3G iPhone is priced at only $199, or about $1,400, which is a threat to ipods. iPhone's new pricing is in the same class as the price of some iPods, and the iPod Nano and the new 8G iPhone are not only priced the same, but also have the same amount of memory capacity. The iPod Nano and the new 8G iPhone are not only the same price, but also have the same memory capacity; in addition, the iPod Touch is priced at $299, $399, and $499 for 8G, 16G, and 32G, which is surprisingly more expensive than the iPhone.
The iPod performance will be threatened, for Apple is non-trivial, the last quarterly results show that iPod sales accounted for 40% of Apple's total revenue, but iPod sales are already close to saturation, the growth rate in the last quarter was only 1%. So after the 3G version of the iPhone hits the market, the outlook for the iPod will be even more worrisome
iPhone4
But the iPhone4 8GB came out with only a change in appearance and screen, and the system was still the same as the iPhone3, leading to an initial price drop for the iPhone3 from 5,000 to 4,000 in 2 months. The iPhone 4 8GB version is too close to the iPhone 3 version, and the price went back up from 4,000 to more than 5,000
Apple's iPhone pricing is generally stable, so the price of the iPhone 5 is relatively easy to guess. If nothing else, the 16GB iPhone 5 will be priced at 4,999 yuan for a bare-bones unit in China, and the price for Unicom and Telecom contract units is expected to remain at 5,880 yuan. As for foreign contract prices, it should remain at $199 for 16GB and $299 for 32GB.
At the same time, the price of the iPhone 4S is also likely to fall (as an example: when Apple's iPhone 4S went on sale in the domestic market, the price of the 8GB small-capacity version of the iPhone 4 fell to 3,999 yuan), and we can't even rule out that the iPhone 4S will usher in the 3,999 yuan for the small-capacity version of 8GB as well. So it doesn't matter if the iPhone 5 is attractive or not, it will be a good choice to buy the iPhone 4S at the reduced price.
The price of iPhone 5 will vary depending on the global market, for example, the bare metal retail price in the Hong Kong market is generally lower than the retail price in other markets around the world. In the case of iPhone 4, for example, the Hong Kong market price is the lowest in the world. It is recommended that buyers wishing to purchase the iPhone 5 in October this year, if it becomes available, consider purchasing it from the Hong Kong market.
IPAD
Supply introduction: WIFI version in addition to 64GB of goods is still very abundant, 16GB, 32GB of goods has been very little. 3G of the various versions of the supply is still relatively stable.
Sales situation: recent sales are not as good as when the 2nd generation was first introduced, to put it simply, the buyers have bought, like not to buy is to wait for the 2nd generation to drop in price.
After-sales feedback: IPAD quality is very good, there is basically no hardware after-sales problems.
Price fluctuations: the recent WIFI 16GB version of the price every day there is a small increase of 30 to 40 dollars, and this week this version has been out of stock.
IPAD2
Availability: IPAD2 is still very much in stock for all versions.
Sales: Because the IPAD2's price-performance ratio is not high, the sales of the IPAD2 is still relatively poor, of course, like the IPAD2 many friends are in the wait-and-see, waiting for it to fall in price.
After-sales feedback: and the same as the generation of quality is still very good, although not many sales, but basically no hardware after-sales problems.
Price fluctuation: although the price compared to the previous period of time to see is down a bit, but the current price is still very low.
TOUCH4
Availability: TOUCH4 is very well stocked.
Sales: Sales are still good.
After-sales feedback: this point have to admit that the quality of the IPAD and TOUCH are very good, basically no hardware problems arise.
Price fluctuations: TOUCH4 price is very stable, from the market to the present price basically did not fall.
Six. Channel analysis
(1) independent distributors (national generation) national **** there are two, respectively, for the China National Postal and Telecommunications Equipment Corporation and Shenzhen Tianyin company, the two national agents (referred to as the national generation) in the provincial capitals, municipalities built their own branches; is Apple's designated channel agents in mainland China, the two agents of the product according to the exclusivity of a product to Tianyin, can no longer be given to the equipment, and vice versa, the product can not be given to the equipment, but also to the equipment. A product to Tianyin, can no longer be given to the equipment, and vice versa. At present, these two companies are the agents of Apple's various cell phone products. Through their marketing network, they are able to cover all levels of retail stores in cities, counties and townships across the country. These two companies are also the national agent of Nokia, Samsung, LG, Dopod and other products. In the country's cell phone distribution strength in the first two, each with their own characteristics, no distinction between them. Of course, the listing of iPhone products involves the issue of choosing an agent between these two agents.
(2) large-scale retailers (DKR), also known as direct suppliers or direct supply customers, in China, there are mainly electrical appliances retailing companies Gome Electrical Appliances, Suning Electrical Appliances, Dixitone Electrical Appliances and other provinces for the country's 80 or so of the largest local electrical appliances retailers or cell phone retailers, a total of 83 large-scale retailers, these retailers and Apple signed a direct supply agreement, according to the agreement does not go through the country directly to purchase goods from Apple, than ordinary These retailers have a direct supply agreement with Apple, under which they directly purchase goods from Apple without going through a state agent, enjoying greater price advantages and market support than ordinary retailers, but at the same time, Apple's requirements and management intensity for them are very high. This type of customer does not have exclusivity with each other, and basically does not involve the issue of channel selection.
(3) Ordinary retail stores (KR) directly purchase products from the above two agents for terminal sales. There are currently 3,850 major KR customers in the country, i.e. customers that M's sales representatives can therefore visit every day. After years of development, the cell phone retail market is relatively mature, small wholesalers (KW) wholesale business is very small, this paper is incorporated into the KR customer category, no longer listed separately; at the same time, there are 78 authorized stores in the national market, put into the KR customers, no longer listed separately. For different products listed, retail channels and KR customer level in the different life cycle of the product design to channel selection issues.
(4) unique sales concept, foreign sales methods are not as rigid as the domestic, foreign sales are like children playing games.
VII. Promotion analysis
1. Apple product promotion is basically a small home appliance operating mode, the main form of terminal display cabinets, large mall counters, networks, television, magazines, etc., but also can be released to the Apple cell phone investment, agents, purchasing and other business information, the number is not limited. So that all customers with a browser can view the information and details of the product at any time free of charge.
2. In the Apple cell phone sales process can be used to give away goods, such as mobile power, cell phone screen and case cleaner.
3. Apple phones can also be sold as promotional items, using price reductions, or for user memberships, to increase the user's love for Apple phones.
VIII. Suggestions for the promotion mode
1. In the holiday season is approaching, we can sponsor some of the more red-hot, popular TV stations and New Year's Eve concerts with the operator ****. Through the online or SMS way to participate in the program in the prize activities, or through the site of the prize quiz form and so on.
2. Usually you can arrange the staff on the street to introduce the product features and news through multimedia
3. You can add Apple ads in the space of qq users
.