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Yue Language: Survival Logic Of Mobile Professional Chain

2011/4/2 16:11:00 49

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As early as 10 years ago, when mobile phone sales were hot, some people predicted: "

Mobile phone

Sales can only end up in the form of brand direct selling or in a large integrated store, and the way of mobile phone chain monopoly will not work.

In 2009, with the more than 10 mobile phone chain regional supremacy such as Xie Heng, Jin Feihong, Broadway, and so on, the leading mobile phone chain companies such as China and Dick Tong began to pform and survive. The cruel reality seemed to confirm the prophecies of the year.

But a company that started out as a Samsung agent -

Yue language

But in the name of "professional selling mobile phones promising", in 2009, NASDAQ succeeded.

list

And he said that by 2013, the number of stores nationwide will reach 2000, and the sales volume will exceed RMB 10 billion yuan.

On the night of the listing of Lok Yu, an old employee of Yue language wrote this passage in his blog: "the road we have chosen is a road that no predecessor has gone through.

There is no map and no reference. It is inevitable that the road is lost and the road is lost, but the conviction that goes on forever will never change. "

It is along such a road without coordinates that the language successfully survives in the gap of the market.

Puzzled mode

For a long time, mobile phone chain sales have not been favored by the industry because of the excessively single commodity and the increasing demand of consumers.

In the highly developed Japanese market, mobile phone chains have never appeared in specialized formats. Even in the European and American markets, specialized mobile phone chain businesses are only independent in the best buy appliance store.

Moreover, mobile phone consumption has been polarizing for a long time: most of the high-end demand will go to several major operators' business offices, where the business intelligence service provided is more comprehensive and professional, while more popular demand users go directly to the home appliance chain store, while visiting household appliances and buying mobile phones without delay.

But the single mobile phone chain Format obviously does not rely on both sides.

What is more serious is that the middle and late 1990s is the fastest growing stage of the domestic retail market.

However, the home appliance chain represented by Gome and Suning and the mobile phone professional chain represented by DiXinTong were the two relatively fast development formats at that time, but accounted for only 30% of the domestic mobile phone retail market at that time, and the market share of domestic operators was no more than 10%. More than 200 million mobile phones were sold through tens of thousands of retail stores every year.

Although the products and services of these small shops have no advantages, the price has a strong attraction for consumers.

At the time, home appliance chain operators, operators and mobile phone chain retailers who were supposed to be the main retail outlets of mobile phones also had their own fatal flaws.

For home appliance chain operators, because mobile phone sales are only one of many retail products, and at that time, the share is very small, it is impossible to put too much energy into the operation and sales experience of mobile phones.

At that time, operators did not cultivate consumers' habit of buying machines in the business hall, so they could not bind more consumers.

In addition, as a chain enterprise that only focuses on selling mobile phones, on the one hand, it is too dispersed to form scale effect; on the other hand, the vast majority of enterprises do not have the ability of remote remote management. Most enterprises can only have a certain influence in a certain area, and the number of stores is only a dozen or so. It is difficult for them to get out of the province. Two or three rare national chain enterprises also stagnate due to corporate governance mechanism and continuous capital injection.

In 2008, Zhongguo Telecom, once one of the largest mobile phone chain retailers in China, encountered the biggest crisis since its establishment.

A large number of Chinese telecom franchisees from all over the country gathered in Dongguan and asked to withdraw.

Prior to that, Zhongyu Telecom also claimed that there were more than 3000 chain stores, claiming to be the first "China famous trademark" in the mobile phone retail industry in China. After the withdrawal of the alliance, there were only 1000 outlets in the Zhongguo Telecom chain.

As one of the leading enterprises at that time, the crisis of the withdrawal crisis of Zhongye Telecom undoubtedly made the mobile phone chain retail enterprises still surviving in the cracks even worse.

In the face of such a chaotic market situation, Yue language CEO charges Dongping. On the one hand, communication is becoming the fifth most important life factor for consumers, which is next to the necessities of life. The demand for mobile phones will be bigger and bigger. On the other hand, the mobile phone chain industry will not be able to meet the needs of the market.

To break the difficult situation, we must first form the scale effect.

In the words of fee Dongping, "mobile phone chain first needs a" oligopoly "that can integrate the industry form and have the right to speak.