Joining Mobile Phone Repair Chain Stores Should Have A "Money" Way.

With the improvement of the income level and the decline of mobile phone prices, mobile phones have entered ordinary families and become mass consumer goods. Their consumption groups are becoming larger and larger. At the same time, the upgrading of mobile phones has gradually accelerated, more and more functions, and more and more complex structures, so the importance of mobile phone maintenance has become increasingly prominent.

At present, mobile phone repair in China is only an accessory of mobile phone retailers or manufacturers, and has not yet become an industry independently.

This situation is not compatible with the booming mobile phone market in China, which restricts the further development of China's mobile phone retail industry. Therefore, the development of specialized mobile phone repair enterprises is of great significance to the whole chain of China's mobile phone industry.

The analysis of the existing problems of mobile phone maintenance industry in China shows that the expansion rate of China's mobile phone market is very fast. The popularity of mobile phones in large and medium cities has increased from 40% to 90% in 3 years.

Over the past two years, the number of consumers who buy mobile phones has increased rapidly. They are staff / workers / service personnel and students. The number of people buying this machine is increasing rapidly by about 22% per year. The annual growth rate of student consumption group is the highest, reaching 60%.

Mobile phone is still a big expense for this consumer group, and the frequency of mobile phone usage is relatively high, and the probability of maintenance is relatively high. Therefore, it is necessary for the professional maintenance industry to appear and meet the needs of consumers by large formal maintenance enterprises.

But at present, the mobile phone repair enterprises in the real sense have not yet appeared. The development of mobile phone repair industry is still lagging behind. The whole maintenance market is in a mess, mainly in the following aspects.

1. mobile phone repair is mainly done by retailers and manufacturers. On the one hand, it restricts the further development of retailers. On the other hand, the demand of consumers is increasingly unable to be satisfied.

In the early days of mobile phone market development, because of its small business, small market and large profit margins, retailers and manufacturers have the ability to undertake maintenance business while completing production and sales business, and most of them are free.

However, with the expansion of the mobile phone market, mobile phone retailers have embarked on the road of specialization and brand chain, and chain stores have been established in all large and medium-sized cities, and their business scope is increasing and business volume is growing.

At the same time, the function of mobile phones is constantly increasing, such as mobile phones with cameras, so its structure will be more and more complex. So the demand for mobile phone maintenance will also be higher and higher. In addition, the competition in the mobile phone market has become more and more intense in the past two years, so the profit space has narrowed down.

As a business and manufacturer, the free repair business is increasingly becoming a heavy burden for its further development. At the same time, its free maintenance in many respects becomes a mere formality, or all kinds of excuses can be changed to free maintenance for high quality and low quality maintenance. The result is that the contradiction between consumers and sellers is increasing day by day because of mobile phone maintenance, which further restricts the development and optimization of the mobile phone retail market.

2. businesses or manufacturers use all kinds of means to shirk their responsibility for free maintenance, so that consumers enjoy free maintenance in a mere formality.

Businesses and manufacturers in order to expand their market, free maintenance as a condition to lure consumers, but when the phone fails, manufacturers or businesses through various ways to shirk their responsibilities, or free maintenance to become expensive maintenance.

Case study: A encountered a simple cell phone failure problem. He bought a machine and got a promise of free maintenance. A spent hours in NOKIA mobile phone store, customer service department, quality and Technology Supervision Bureau and other departments in order to repair mobile phones.

After repeated efforts, the mobile phone problem has not been solved, but it has experienced the difficulty of mobile phone maintenance as an ordinary consumer.

In 2002, A bought 8210 mobile phones at the NOKIA store in Xidan, Beijing. In less than half a year, there was a problem: automatic shutdown was frequent during the call. In September 24th, A went to NOKIA customer service department to check.

Many days later, NOKIA confirmed that the motherboard of the mobile phone was repaired elsewhere. It is human factor and is not guaranteed. If it is to be repaired, it needs to pay 700 yuan (the original price of mobile phone is 1600 yuan).

In fact, this is the first time that A has been repairing mobile phones, and because it is a mobile phone purchased in a special store, if it fails, it can not be repaired elsewhere.

Therefore, A does not agree to pay the 700 yuan fee.

However, the technical certificate issued by NOKIA confirmed that someone on the mobile phone motherboard had touched (traces of solder).

Customer service technology maintenance engineer said: "mobile phone motherboard traces of traces of solder, this is indeed someone moved."

She also opened the case to let A check the solder marks.

Miss Wang, NOKIA service hotline 6053, said NOKIA's identification was final.

So the free maintenance promise of A can not be guaranteed.

It is not a small number of people who have encountered A embarrassment. The statistics are amazing.

The responsibility of the free repair of many businesses or manufacturers is such a shirk. For example, the failure of mobile phones is caused by improper use of consumers, which is not part of the free maintenance, and the final technical appraisal authority is in the factory, so the promise of free maintenance enjoyed by consumers can only be a mere formality. With the expansion of the mobile phone market, this phenomenon is increasing day by day, and consumers' rights and interests have been violated, and the contradictions between consumers, businesses and manufacturers are deepening.

In addition to the maintenance provided by businesses or manufacturers, the repair shops on the market are mostly small shops in 3.. The maintenance costs are high and the quality is not guaranteed. The operators are numerous but without competition. Consumers have doubts but have no alternative.

Market demand is bound to have supply, which is the biggest feature of the market economy.

The mobile phone market (including potential market and real market) is so large that its demand for maintenance and profit is high, making maintenance shops blossom everywhere. But because every shop is very irregular, most of them are high cost and low quality booth shops.

At present, the large market of mobile phones is still the consumers of the general income class. Therefore, the cost of mobile phones is still a great expense. The characteristics of mobile phones decide that its failure rate is very high.

However, there is not a maintenance point that consumers can rest assured in our mobile phone repair market. Most of them are small shops on the street. These shops often exaggerate small problems, make huge profits, and even steal black holes such as mobile phone parts and components.

Case study: B1500 yuan bought a cell phone. After 5 months, it failed to receive the signal and often had a problem of disorderly screen.

B went to 4 different repair shops (including free maintenance points) to repair, and even got 4 different diagnostic results, and the maintenance cost ranged from 300 yuan to 800 yuan.

Consumers do not know which one to listen to. Finally, they spent 500 yuan to repair a mobile phone professional repair point (plus $20).

In this case, the victims are consumers, and those who benefit are suppliers. If this continues, the whole industry will collapse.

Specifically, mobile phone maintenance can not be compatible with the needs of mobile phone users. In the long run, the use of mobile phones is reduced, which directly affects the sales of mobile phones, and then the interests of mobile phone manufacturers will eventually affect the development prospects of the entire mobile phone industry.

Therefore, it is urgent for the mobile phone repair industry to adapt to the development of the mobile phone market and survive.

Two, the practical significance of developing mobile phone maintenance chain stores in China. There are more and more mobile phone users. They have encountered all kinds of difficulties in the process of mobile phone repair. Therefore, we must develop mobile phone repair chain stores in China, and then start branding chain to provide high quality services for consumers.

1. lightens the burden of retailers and manufacturers, alleviating the conflicts and conflicts between consumers and manufacturers or manufacturers.

After the development of the maintenance chain, the maintenance business will no longer be a heavy burden for businesses and manufacturers, and they only need to undertake a limited number of maintenance services.

After the development of professional maintenance chain stores, the price is low, the service quality is high, and the repair is also very convenient.

Even if manufacturers or businesses have some services such as free maintenance, consumers will prefer to go to a chain store to repair, because it can get more secure services and costs little.

In this way, manufacturers or businesses do not have to worry about pushing and dragging maintenance business, nor do they need to conflict with consumers or even intensify contradictions because of maintenance, thus affecting the development of business.

2. meets the needs of the vast number of mobile users.

From the above two cases, it is easy to see that at present, the difficulties faced by Chinese consumers in the consumption of mobile phone repair, whether they are businesses, manufacturers or existing small street repair shops, can not meet the needs of consumers, which brings great trouble to users.

Consumers call for the emergence of well-known maintenance chains in order to bring them low price and high level of maintenance services.

3. the inevitable result of social division of labor.

With the increase of manufacturers' products and the intensification of competition, the retailing industry gradually becomes a professional retailer from the accessories of the manufacturers. This is the result of social division of labor.

Similarly, with the expansion of the scale of mobile phone market, its business volume is increasing and competition is becoming increasingly fierce. As a social service, maintenance will inevitably differentiate from production and sales, and become an independent maintenance industry to develop professionalism.

Three, the development and brand strategy of mobile phone maintenance in China at the present stage. The so-called mobile phone repair chain refers to the arrangement of repair shops in different cities, different regions of the same city and different locations in the same region according to the principle of chain store. These shops rely on the same headquarters for unified management, and there is a uniform regulation between shops, so as to realize resource sharing and cost sharing.

At present, the profit margin of mobile phone repair market in China is very large. The market prospect shows that many investors are optimistic about it, but because businesses and manufacturers are unwilling to give up the market easily, and other reasons make China's maintenance market a mess.

Although the government has taken some measures in order to integrate and standardize the market, for example, the standard of mobile phone maintenance charges has been formulated and issued. It is stipulated that the mobile phone repair shop must have a post maintenance certificate and hold a certificate.

But because of the huge profits, there are still many black holes in the market.

In this environment, there are still a lot of obstacles to develop real professional mobile phone repair chain stores. We should start with the following aspects.

1. professional maintainer must use superb technology as a strong pillar of its business development, carry out mobile phone repair business, and create corporate image.

On the one hand, the technology content of mobile phones is getting higher and higher. The higher the price of complex functions, the greater the probability of cell phone failure maintenance than that of ordinary mobile phones, and its profit is relatively high.

On the other hand, even ordinary models, maintenance needs some technology.

At present, the maintenance market of our country is chaotic, and the technical credibility of consumers is very low. Therefore, if a professional maintenance business wants to occupy the market, win the trust of the consumers, and create the image of the brand professional maintenance shop, the first requirement is that there must be a strong technical background.

To provide first-class professional services for consumers.

2. professional maintenance business adopts chain operation to achieve scale effect, reduce maintenance cost, and provide consumers with low price, high quality and satisfactory service.

The mobile phone users are very wide in all large and medium-sized cities, and small towns and villages, and they are all scattered. Therefore, the mobile phone repair market is very dispersed, just like its sales market. If we want to meet the needs of dispersed users, we should adopt a chain operation mode, and make a reasonable network layout for chain stores.

In order to better meet the needs of consumers and provide consumers with greater convenience, maintenance chains can enter the residential areas. On the other hand, the detection equipment and technology of mobile phone maintenance are increasingly complex and expensive with the complex functions of mobile phones.

In order to reduce the price under the condition of constant cost, the cost must be shared among shops.

For example, according to the frequency of some expensive inspection equipment, there are 1 units in a city, otherwise it will cause waste. In this case, only chain operation and repair shop can be implemented to achieve low quality and high quality operation.

Specifically, the expensive and frequently used but very important testing equipment is placed at the headquarters. If there is a demand in the branch, the branch technician will take the fault phone to headquarters and test it by the professional technician at headquarters, and produce the test report.

In this way, the shops will share the expensive equipment cost together, so that the cost of the shops is very low, so consumers will get low-cost and high-quality maintenance services.

3. professional chain stores mainly develop their own funds in the initial stage of development, and when their overall size, influence and control reach a certain level.