MP5 is a portable multimedia terminal, which realizes its functions to the greatest extent under the big system of Bauhinia. Even in areas not covered by Wang Shen, MP4+DTV can be realized. At the same time, Li and the company have integrated the related content providing websites, which means that MP5 can not only receive information from TV, but also from. COM。 Rich program sources provide a strong guarantee for meeting people's different needs. From content to transmission to terminal, Li He completed the layout of key points in the industrial chain. This overall development trend is like having an invisible giant hand, which has brought MP5 to a competitive position. Where is the revolutionary breakthrough of MP5?
Explain the functions of Li and MP5 with a simple formula, that is, MP5=MP4+ wireless IPTV+ on-demand function+download function. As we all know, one of the main opportunities for upgrading MP4 products is to add DTV functions, and DTV is not IPTV. The latter can use frequency resources more effectively and extensively. Therefore, MP5 is not a simple integration of existing storage and playback functions. Its revolutionary breakthrough lies in the application of new technology.
Give MP5 a reason to succeed.
"Which ipod are you?" Show the brand personality of iPod to the fullest. This kind of apple grows luxuriantly and brightly in the land of China. The MP3 of iPod is attractive with its modern streamlined appearance and gentle and cold timbre. But its road to success, beautiful and fashionable design, is only a reflection of the culture advocated by the iPod brand. There is a powerful content providing website in the background of iPod, which makes it very convenient for people to download and manage music. Selling services and ideas instead of products is by no means the slogan of enterprises committed to building brands. Li He will also take this as the principle to bring MP5 into people's lives.
MP5 player is largely a concept invented by merchants after MP3(MPEG-3) and MP4 (MP4). In fact, MPEG-5 format does not exist, and merchants have not reached an agreement on what standard MP5 players should follow. The MP5 market has been in a state of contention between concepts and standards from the very beginning. (II) Analysis of the overall concern proportion pattern of MP4/MP5 brands in the first half of 20 1 7 Figure 20 17 Distribution of MP4/MP5 key brands in the first half of the year.
Figure 2 Trends of MP4/MP5 Key Brands in the First Half of 2065438+07
Although the competition in MP4/MP5 market is still fierce and even chaotic, and profits are gradually declining, domestic brands are still under control.
China MP4/MP5 market was the top five most concerned by users in the first half of 20 17. Among them, Newman, Patriot and Ainuo all formed a tripartite confrontation according to their own ideas and development routes, but at the same time, compared with the market structure of 20 17, the brand structure of MP4/ MP5 market changed suddenly, and the Patriot was surpassed by Newman who came from behind, and the market position fell to the second place. However, from the trend chart of attention, Newman's user attention ratio has dropped sharply from 23.52% at the beginning of the year to 16.05% in the middle of the year, and his championship title may be lost in the second half of the year.
Among the MP4/MP5 pre-10 brands that are most concerned by users, foreign brands are almost wiped out, and only Apple ranks sixth among domestic brands with 4.52% user attention.
(III) Statistics on the trend of market attention of MP4/MP5 key brands in the first half of the year
Fig. 3 Floating chart of MP4/MP5 key brands in the first half of 20171.
Figure 4 Focus on MP4/MP5 brand in the first half of 2065438+07 Figure 2
From the floating chart of key brands, except Newman and Apple, all other brands showed an upward trend in the first half of the year, which indicated that the MP4/MP5 market was getting hotter in the first half of the year. Although Newman's attention rose slightly in April, it still could not stop its overall downward trend, and it fell back to-19.22 in June, and the prospect was worrying. Apple's worry is even more tragic, with a year-on-year decline of -72.25%, which is not unrelated to its management turmoil and product defect recall.
The blue devils stand out in this statistic. Although the floating range fluctuates little, it shows a steady upward trend. from
10-June 65438 increased by 44.34% year-on-year, and the prospect is promising.
Other brands fluctuated greatly in this statistic. Although some brands reached a high fluctuation range in April and May, they all fell sharply in different degrees in June, and the fluctuation range was obvious, indicating that the brand's user awareness is not stable enough, and manufacturers still need to work hard to stabilize market share.
(D) Comparison of the proportion of MP4/MP5 key brand products and market attention
Fig. 5 Comparison of the attention proportion and quantity proportion of MP4/MP5 key brands in the first half of 2065438+07.
In addition to Ziguang and Venus, the top ten brands in this attention statistics have a low proportion of products without exception. Newman gained 18.90% user attention with 7.26% products. Its low price and rich entertainment functions attract the attention of most users, but some users are discouraged by more or less quality problems, such as crash and low quality keys.
Apple achieved nearly 40 times the user attention ratio of 4.52% with the quantity ratio of 0.4 1%, and the brand strength can be seen in the whole leopard.
If MP4/MP5 industry wants to leap forward again, it needs not only technical update, but also other innovations. The scale effect formed by the strong alliance of manufacturers and the simplification of product cost are definitely a trend of MP4/MP5 development in the future. Only the high-definition MP4/MP5 products with cheaper price, better performance and better quality will bring a new round of market changes to the MP4/MP5 industry and reappear the peak of the walkman market!
In the second week of August, 20 17, the changes of brand strength and market attention in MP4/MP5 market were tracked and analyzed in real time, which objectively and timely reflected the brand competition pattern in MP4/MP5 market. The statistical results are as follows:
(5) Market overview:
1, five MP4/MP5 products of Ziguang were shortlisted, accounting for half of the rankings below 200 yuan;
2. Patriot won the MP4/MP5 leaderboard with 2GB storage capacity;
3. Domestic brands dominate MP4/MP5 market with low price and low capacity;
Figure12017 TOP 10 of MP4/MP5 products that received the most attention in 200 yuan in the second week of August.
With the continuous improvement of users' quality of life, the demand for the quality of digital audio and video is also increasing. Choosing high-quality products is "not bad money". The MP4/MP5 products below 200 yuan are not very rich in functions, but they can meet the needs of daily audio and video playback. In this ranking, Ziguang has sprung up, with five products on the list, accounting for half of the ranking of products below 200 yuan. Among them, T8 1 ranked first with 0.56% user attention, T950 ranked second with 0.45% user attention, and the third place was won by NUNU X05 owned by Newman.
(6) Matters needing attention in using mp3/mp4/mp5:
First, connect the USB interface of the computer to charge. Do not charge MP3 for more than 4 hours and MP4 for more than 6 hours (for MP4 with 2.2-inch screen, do not charge for more than 8 hours), otherwise the built-in lithium battery of MP3/MP4 will be damaged easily. 2. Under normal circumstances, when the MP3/MP4 player is normally charged with the factory standard charger, the red light and green light of the charger will light up at the same time. (Note: It is normal that the lights of some models of MP3/MP4 players will not go out after being fully charged. As long as the charging time specified in Article 1 is sufficient, the charging time must not be too long). 3. When the MP3/MP4 player is unplugged from the computer, the hardware must be deleted in strict accordance with the requirements of the computer operating system before unplugging the MP3/MP4 player; When the MP3/MP4 player is transferring files with the computer, please don't suddenly or accidentally interrupt the connection with the computer, otherwise the MP3 player will easily lose the software program.
4. When the new machine is in normal use, please don't format or upgrade the firmware of MP3/MP4 player, otherwise it will easily cause MP3/MP4 to lose its software program, which will lead to the paralysis of the player system and its failure to work normally. Because of MP3/MP4 failure caused by the buyer's private firmware upgrade failure, the factory does not provide three-guarantee service. Therefore, customers and friends should be careful not to upgrade firmware without permission. Our store will not provide firmware upgrade software for buyers. 5. Viruses in MP3/MP4 players (viruses usually cause MP3/MP4 players to crash, automatically restart, screen display, I/O errors, memory capacity reduced or displayed as 0, disk errors, etc. ), please disinfect the machine with the latest anti-virus software first. If you can't recover after antivirus, you can format the MP3/MP4 player with your computer to see if it can be recovered. Before formatting, please back up the important data and files in the MP3/MP4 player in the computer, and check what the original disk system format of the player is (generally, there are two formats of MP3/MP4, and most MP3/MP4 players use FAT32 system format). When formatting, you need to choose the same system format as the original machine format to avoid MP3.
(7) Design summary
"MP4" mobile phone is very popular in the market, and it has a fierce competition with MP4 players. Now "MP5" mobile phone has been put into the market. But at present, MP5 mobile phone is just a gimmick for manufacturers to attract consumers, not a bright spot in the market. First of all, what is "MP5" is still inconclusive. Different manufacturers have different ideas about MP5, so let's not talk about mobile phone manufacturers here.
There is a huge gap between this concept and digital TV companies, even between mobile phone manufacturers.
Digital TV enterprises believe that MP5 is a "mobile TV" with communication function, which can realize online digital video live viewing, download viewing and other functions by using terrestrial digital TV channels. Mobile phone manufacturers, represented by Amoi, emphasize the TV-OUT TV output function of mobile phones. What's more, some enterprises brand mobile phones with handwriting, MP4/MP3 player, camera and memory expansion functions as "MP5" mobile phones.
It can be seen that the MP5 technology proposed by digital TV companies is much higher, but the so-called "MP5" of mobile phone manufacturers is only a collection of existing functions, and at most one TV-OUT TV output function is added. At present, the MP4 standard has not been finalized, and mobile phone manufacturers are playing with the concept of MP5, which is a "concept" in the market. If consumers follow suit, their interests will be hard to be protected.
Secondly, the TV-OUT TV output function of mobile phone is not practical. Let's take a step back and admit that Samsung, Amoi, CECT and other manufacturers think that mobile phones with TV output function are MP5 mobile phones. I still feel that this function does not have much market prospect. The TV output function allows the mobile phone to be directly connected to the ordinary TV through the AV port, and the movies, music, videos and games stored in the mobile phone can be played through the TV. In fact, consumers may only use TV to play videos and games on their mobile phones. Due to the limitation of memory card capacity, the videos recorded by mobile phones are generally short, so it is not necessary to play them on TV. This point has been verified in the application of AV port function on digital camera. There is also a game function, because consumers have to use the keyboard of their mobile phones to operate, and it is inconvenient for them to play with TV.
Compared with pure mobile TV output, the function of mobile phone as a mobile TV terminal will be more attractive in the future. At present, domestic mobile phone manufacturers have not made a fuss about it, but only stayed on the output of mobile TV. The biggest reason is that they are restricted by the mobile network technology provided by operators. Therefore, today's "MP5" mobile phone is just a gimmick before the launch of 3G in China.
Electronic products market research report [2]
-Take the Apple brand as the main research object.
Respondents: The implementation of the investigation in exclusive stores: 1 17 Sample of the boy investigation team: 35 forms; Investigation time:10; 1-7; Survey scope: Suqian, Nanjing and Changzhou.
I. Summary and preface
Good morning, everyone:
This survey was initiated by Sun Yu, and implemented by the boys' survey team of Class 1 17 of the Academy of Fine Arts. The survey is mainly based on questionnaire survey, combined with physical survey of specialty stores and consumer interviews. According to the analysis of the investigation process, 40 questionnaires were distributed and 35 were recovered, covering small and medium-sized cities in Jiangsu. Although the survey is extensive, it also clearly shows the current electronic product market.
Two. market analysis
1. Overview of market development
Our team also made a preliminary understanding of the electronic products market in advance, including mobile phones mainly targeting Apple brands. Apple brand has now become the mainstream fashion, which can also be said to be a high-end luxury electronic product. With its fashionable design and superior performance, it has become a leading enterprise in electronic products.
From 65438 to 0980, Apple II was introduced to China. In the mid-1980s, Apple set up an office in China to promote Apple II. Most people born in the early 1980s played Apple II as children, but most of them were in the field of education. As for the consumption field, I personally think it started with the release of iPod, that is, in 2002 and 2003. If Mac consumes machines, it should be something from Intel Mac in 20 17. As for the thorough popularization, it is the launch of the iPhone, which was in 2007; Became an arcade after the release of iPhone4 in 10. Among them, Shanghai, Beijing and other big cities have their super-large flagship stores, which provide consumers with a huge experience market.
2. Market capacity
China mobile phone market has issued more than 90 mobile phone licenses, and there are more than 80 brands in the market. It is conceivable that the fierce competition caused by such a huge team, how to occupy a dominant position in this stormy place, is bound to be difficult. Second, this core competitiveness is brand value, its technical value and market orientation. It can be said that the value of Apple lies not only in its appearance, but also in its powerful system and user experience.
Although Apple's evaluation is polarized now, there is still a market for users, which has become a benign growth trend, and cheap versions have been made for different users. It can be said that they will occupy the market consumer groups in the future.
Strength cannot be ignored.
3. Market development
With the increase of urban demand and the development of rural market, it is estimated that the market demand and expected purchase rate will increase by more than 40% in the next three years.
In 20 17 years, nearly100000 units of apple 5s and 5c have been sold. As you can imagine, the advent of ipad5 will surely trigger a new round of competition.
4. Market structure
Several cities we investigated have the highest market share of products: Nanjing, Changzhou, Yancheng and Suqian. It is not difficult to see that 65,438+0,000% of consumers know the Apple brand, and 60% of consumers can name Apple products above individual customers. 30% consumers choose to use Apple products, and 30% consumers own more than two kinds of Apple products. For such a result, it can be said that under the fierce market competition, Apple's brand concept is still deeply rooted in the hearts of the people, but 70% of consumers think that the price is too expensive.
5. Investment situation
Judging from Apple's balance sheet, Apple's investment can be divided into short-term investment and long-term investment. Among them, the short-term investment increased from184170,000 dollars in 20 12 years to 236.66 million dollars at the end of the year, an increase of 5.249 billion dollars. The increase was 28.5%. Apple's long-term investment increased from $865,438+$63.8 million at the beginning of the year to $97.292 billion. 156.54 million USD. Growth 19.2%. It can be seen that Apple's investment is gradually increasing.
In the 20 12 fiscal year, Apple opened 33 new Apple retail stores, 28 of which were outside the United States, and the total number of Apple retail stores has reached 390. The average income of each Apple retail store increased from $43.3 million in 20 1 1 to $5 1.5 million in 20 12, an increase of 19%. Undoubtedly, whether in the capital market or on the sales side, Apple has become the benchmark in the era of mobile Internet. Now, iPad6 is coming, iPhone5s is coming, and Apple also plans to launch a series of low-end Apple products in the future. It is bound to improve the overall asset structure.
6. Brand position:
Apple: iPhone is a handheld smart phone, which integrates a camera phone, a personal digital assistant, a media player and a wireless communication device. It was announced by Jobs at Macworld on October 9th, 20 17, and it was listed in the United States on June 29th, 20 17. 20 18: 00 On June 29th, 2000, the iphone (i.e. iphone 1 generation) went on sale in the United States, and on July 29th, 201year, Apple launched the 3G version of the iPhone. On June 8, 20 17, in the early morning 1, Jobs released the iPhone 4. 201111In the early morning of October 5th, the iPhone 4S was released. IPhone 5 was released on the morning of September 12 (the morning of September 12, US time). IPhone 5S and iPhone 5C were released on the morning of September 1 1, 2065 (the morning of September 10, US time). From June 2065438+2007, Apple will launch the iPhone Trade-in Program in the United States, aiming at enabling more old users to upgrade to iPhone5 and return the old models.
Samsung: The company was established in 1969, and the number of employees is117,28 (2017). Enterprise concept: people-oriented technology. Three companies under the Group entered Fortune magazine's list of the world's top 500 in 2003, among which Samsung Electronics ranked 59th, Samsung products ranked 1 15, and Samsung Life ranked 236th. In the digital age, products will be distinguished more by brand than by function or quality. Since 1999, Samsung Electronics has adhered to the global brand communication strategy. According to the research results released by Interbrand in the United States, the value of Samsung's brand assets increased from $6.4 billion in 200 1 year to $0/25.5 billion in 2004, making it the fastest growing brand. Starting from 2017165438+10/0, Samsung Electronics will implement the overall marketing strategy to replace the separate marketing plan, and enhance the market power and brand value with high-quality products. Under the guidance of the brand concept of "Wow, Simple and Inclusive", Samsung Electronics is launching a global brand promotion campaign.
HTC:HTC, a high-tech computer company, is also called HTC or HTC for short. It is a world-renowned technology company, and its main product is smart phones. The company is headquartered in Taoyuan County, Taiwan Province Province, China. HTC was founded in 1997 by Wang Xuehong, Chairman, Zhuo Huotu, Director and Chairman of HTC Foundation, and Zhou Yongming, General Manager and CEO. Since its establishment, the company has developed strong R&D capabilities, initiated many brand-new designs and product innovations, and launched technologically advanced PDA and smart phone products for operators and distributors in the global telecommunications industry. 20111February, HTC was banned from entering the American market for infringing Apple patents. HTC is committed to the high-end smart phone market, leading the development of android smart phones, and is one of the outstanding smart phone manufacturers in the world. Over the years, HTC has worked quietly behind the world-renowned communication manufacturers, enabling the products of these well-known manufacturers to develop in the world market. HTC has established a unique cooperative relationship with major mobile phone brands, including five leading telecom companies in Europe, four major telecom companies in the United States and many fast-growing telecom operators in Asia. At the same time, HTC also introduced products to the market through leading OEM partners, and began to develop its own HTC brand from 2065438+June 2007. HTC is one of the fastest growing enterprises in the mobile phone equipment industry, which has been recognized by consumers. In 20 17, Business Week rated HTC as the second best-performing technology company in Asia and the third best-performing technology company in the world in 20 17.
7. Overall analysis of the survey
Apple ranks first in the industry, second in Samsung and third in htc. According to the opinions of regions and consumer groups, the requirements for appearance and performance are the highest.
Three. Industry characteristics
One of the characteristics: The electronic products industry is one of the fastest growing industries in China, with a wide variety of products, among which mobile phones, computers and other products have the fastest development.
The second feature: the upgrading speed of electronic products is fast, and the upgrading speed of similar electronic products under the same brand is generally within one year, especially in the mobile phone industry. In recent years, smart phones have developed rapidly, with amazing speed and many brands. Big brands such as Apple, Samsung and HTC, and domestic brands such as Xiaomi, Huawei, Coolpad and Meizu are also catching up.
The third feature: there are more and more derivatives of electronic products, and the types are more and more abundant. For example, there are more and more electronic derivatives that embody individuality, such as mobile phone protective cases and protective covers. This kind of products is the most seen in any mobile phone jewelry store.
Fourth, product analysis.
1. As a representative of mobile phones, mobile phones have developed rapidly in recent years. As a mobile communication tool, mobile phones are becoming more and more powerful. Nowadays, mobile phones are developing rapidly towards intelligence, and the share of smart phones is increasing year by year. At present, the functions of mobile phones are not only limited to the basic functions of receiving and calling, sending and receiving short messages, but also include surfing the Internet, entertainment, taking photos and socializing. The development trend of mobile phone functions also represents that people's requirements for mobile phone functions are getting higher and higher and more comprehensive. Furthermore, the styles of mobile phones have gradually developed from clamshell type to straight type, then from keyboard mobile phones to touch-screen mobile phones, then from small screen to giant screen mobile phones, from function to intelligence, from single-core processor to dual-core to quad-core and even to eight nuclear, which shows that the development of mobile phones is indeed all-round and multi-level.
As an alternative product of computer, tablet computer has been deeply rooted in people's hearts, especially among the younger generation of consumers. Tablet computers are small, portable, powerful and entertaining. Facing the life in big cities now, surfing the Internet and playing games on the tablet computer on the way to and from work and after school is an ideal leisure and entertainment choice.
The biggest advantage of electronic products is that they are convenient and fast, but the biggest disadvantage is that they need constant charging to ensure long-term use. The biggest worry about going out is that your beloved electronic products can't bear it.
When there is no electricity, I toss and turn, often go out with a spare power supply, and travel with confidence.
5. Apple product price analysis:
1.iPhone will always be an alternative mobile phone market. Jobs always has an ingenious marketing strategy. From brand, appearance, technology to sales model, iPhone is always different. Every time a knife comes out, Apple catches the opponent off guard. Everyone is not surprised by the emergence and improvement of 3G iphone, but what is surprising is the price of 3G iPhone. The 16GB version is only $299. You know, when the first iPhone came on the market, the price of 4GB in North America was $499.
The excellent performance, control and extremely lethal price of the 3G version of iPhone may make all opponents annihilated.
2. Price makes the market.
The 3G version of the iPhone costs only 199 US dollars, which is about RMB 1400 yuan, which is a threat to the ipod. IPhone's new pricing is at the same level as some iPods, while iPod Nano has the same price and memory capacity as the new 8G iPhone. In addition, the price of 8G, 16G and 32G of the iPod Touch is $299, $399 and $499 respectively, which is more expensive than the iPhone.
The performance of the iPod will be threatened, which is very serious for Apple. Last quarter's financial report showed that iPod sales accounted for 40% of Apple's total revenue, but iPod sales were close to saturation, with a growth rate of only 65,438+0% last quarter. Therefore, after the 3G version of iPhone goes on the market, the future of iPod will be even more worrying.
iPhone4
However, the iPhone4 8GB only changes in appearance and screen. The system or the iPhone3 system caused the price of the iPhone3 to drop from the initial 5,000 to 4,000 in two months. Later, because the 8GB version of the iPhone 4 was too close to the version of the iPhone3, the price rose from 4,000 to more than 5,000.
The pricing of Apple's iPhone is generally stable, so the price of iPhone 5 is relatively easy to guess. Not surprisingly, the bare-metal price of licensed 16GB iPhone 5 landing in China should be around 4,999 yuan, and the price of Unicom and telecom contract machines is expected to remain at 5,880 yuan. As for the foreign contract price, it should still start at $65,438 +06GB 199 and $ 32GB 299.
At the same time, the price of the iPhone 4S may also fall (for example, when Apple's iPhone 4S is licensed in China, the price of the 8GB small-capacity version of the iPhone 4 drops to 3,999 yuan), and it is not even excluded that the iPhone 4S will usher in an 8GB small-capacity version of 3,999 yuan. Therefore, it didn't matter whether the iPhone 5 was attractive at that time. It will also be a good choice to buy a platform to counter the price reduction of iPhone 4S.
According to the different global markets, the price of iPhone 5 will be different. For example, the retail price of bare metal in the zero-tariff Hong Kong market is generally lower than other markets in the world. Take iPhone 4 as an example, the market price in Hong Kong is the lowest in the world. It is suggested that if the iPhone 5 goes on the market in June 5438+ 10 this year, buyers who wish to buy it can consider buying it from the Hong Kong market.
Apple Tablet
Source introduction: WIFI version is very rich except 64GB, and 16GB and 32GB are very few. The supply of each version of 3G is relatively stable.
Sales situation: the recent sales volume is not as good as when the second generation was first listed. To put it simply, you have bought everything you need, and if you like not to buy it, wait for the second generation to reduce the price.
After-sales feedback: The quality of IPAD is very good, and there are basically no hardware after-sales problems.
Price fluctuation: Recently, the price of 16GB version of WIFI rose slightly from 30 yuan to 40 yuan every day, and this version was out of stock this week.
IPAD2
Description of supply: The supply of various versions of IPAD2 is still sufficient.
Sales volume: Because the price/performance ratio of IPAD2 is not high, the sales volume of IPAD2 is still poor. Of course, many friends who like IPAD2 are watching and waiting for its price reduction.
After-sales feedback: As the first generation, the quality is still very good. Although the sales volume is not much, there are basically no after-sales problems in hardware.
Price fluctuation: Although the price has dropped a little compared with the previous period, the current cost performance is still very low.
Touch 4
Description of supply: The supply of TOUCH4 is very abundant.
Sales: the sales volume is still good.
After-sales feedback: I have to admit that the quality of IPAD and TOUCH is very good, and there are basically no hardware problems.
Price fluctuation: the price of TOUCH4 is very stable, and the price has basically not fallen since its listing.
An analysis of the channel of intransitive verbs
(1) There are two independent distributors (Guodai) in China, namely China Post and Telecommunications Equipment Corporation and Shenzhen Yin Tian Company. Two national agents (referred to as Guodai) have their own branches in provincial capitals and municipalities directly under the Central Government. Is Apple's designated channel agent in Chinese mainland, and the products represented by both parties are exclusive. If a product is given to Yin Tian, it cannot be given to equipment, and vice versa. At present, the two companies represent various mobile phone products of Apple. Through their marketing network, they can cover retail stores at all levels in all parts of the country, cities, counties and townships. These two companies are also national agents for Nokia, Samsung, LG, dopod and other products. In China, the mobile phone distribution strength ranks in the top two, each with its own characteristics. Of course, the launch of iPhone products involves the choice of agents between these two agents.
(2) DKR, also known as direct suppliers or direct customers, mainly includes electrical retailers Gome, Suning Appliance, Dixintong Appliance, etc. There are about 80 local largest electrical retailers or mobile phone retailers in all provinces of China, totaling 83 large retailers. These retailers have signed a direct supply agreement with Apple, and according to the agreement, they can purchase goods directly from Apple, without going through the national generation, and enjoy greater price advantage and market support than ordinary retailers. Such customers are not mutually exclusive, and basically do not involve channel selection.
(3) Ordinary retail stores (KR) directly purchase goods from the above two agents for terminal sales. At present, there are 3,850 major KR customers in China, that is, customers that M company sales representatives can visit every day. After years of development, the mobile phone retail market has been relatively mature, and the wholesale business of small wholesalers (KW) is very few. This article is merged into the KR customer category and is no longer listed separately. At the same time, there are 78 authorized stores in the national market, which invest in KR customers and are no longer listed separately. According to different products in the market, retail channels and KR customers in different product life cycles, channel selection design is carried out.
(4) Unique sales concept, foreign sales methods are not as rigid as domestic ones, and foreign sales are just like children playing games.
Seven. Extended analysis
1. Apple products basically adopt the operation mode of small household appliances, mainly in the form of terminal display cabinets, counters in large shopping malls, the Internet, televisions, magazines and so on. , you can also publish business information such as investment promotion, agency, and purchase of Apple mobile phones. So that all browser customers can view product information and details at any time for free.
2. In the process of selling Apple mobile phones, you can give away goods, such as mobile power supply, mobile phone screen, shell cleaning agent and so on.
3. Apple mobile phones can also be sold as promotional items. By reducing prices or applying for user membership, users' love for Apple mobile phones can be enhanced.
Eight. Promotion mode suggestion
1. With the coming holiday, we can sponsor some popular TV stations and hold New Year concerts with operators. Participate in the prize-winning activities in the program through online or SMS, or through on-site prize-winning questions and answers.
2. Usually, staff can be arranged on the street to introduce the functions and news of products through multimedia.
3. You can add Apple ads in qq user space.