The hottest offline battle domestic brand mobile p

Offline competition, domestic brands should learn how to go to rural areas to paint walls

the Spring Festival holiday in the year of the monkey has passed, and major manufacturers are beginning to really face 2016 in front of them

but what should we do in 2016

let's briefly review the past 2015. In 2015, the Chinese market swept away the haze of 2014 on the surface. Once I remember, according to the data released by the China information and Communication Research Institute under the Ministry of industry and information technology, China's intelligent shipments in 2014 were 389million, a year-on-year decrease of 8.2%. According to the data recently released by IDC, a market research institution, in the fourth quarter of 2015, the smart shipment volume in the Chinese market was 117.3 million, an increase of 8% year-on-year. Driven by the fourth quarter of last year, China's smart market grew by 3% year-on-year in 2015

at present, according to some public data, although the caliber is different, there should be no big difference between the annual shipments of Chinese intelligence in 2015 of more than 400million. One theory is that in 2015, China's intelligent shipments exceeded 438million

under the circumstance that the industry is generally not optimistic about the future, IDC made a prediction for China's smart market in 2016, one of which is about offline channel expansion: the innovative limited time rush purchase/purchase mode has begun to cool down. IDC believes that the proportion of online sales will not increase significantly in the next few years. In 2015, the mode of online sales grew quite rapidly. In 2016, manufacturers will expand their sales channels

the expansion of offline sales channels is actually not predicted by IDC. Because before that, several manufacturers have prepared to launch offline channels. Among them, Xiaomi, once the king of online sales, is included. In January 2016, it was reported that this year, Xiaomi plans to sell 58million smartphones through retailers in China. These retailers include Suning, Gome (Weibo) and DiXinTong. The cooperation between ZTE and Suning has pushed the offline dispute to a climax. In addition, other brands such as oppo, which previously had advantages, would not allow others to sleep on the side of their beds, and they would certainly not sit idly by. Therefore, it is an indisputable fact that the Chinese market in 2016 is an offline battle

in general, there are two ways to enter offline: first, enter physical stores of retailers such as Suning, Gome and Dixon; 2、 Open your own exclusive store

although opening physical stores looks tall, the cost is quite high, which will exert cost pressure on those brands that previously relied on online advantages, and the price advantage will be weakened. In December, 2015, there was a data about Meizu. At present, Meizu (referring to December, 2015) has 2000 franchised stores and more than 50000 outlets of all kinds. Only the investment in store image design has reached almost 200million yuan. This is not a small investment, so I feel that selling through retailers is still the first choice

however, in addition to these two ways, some manufacturers also choose another way, that is, to paint walls in rural areas

the so-called "painting walls in rural areas" actually means to advertise in rural areas. Previously, major e-commerce platforms have been painting walls in rural areas. Some electrical appliance manufacturers, such as air conditioners, TVs and even ancient DVDs, have painted walls in rural areas. It should be said that the effect is also very obvious. According to the data of the National Bureau of statistics at the beginning of 2015, the permanent resident population in rural China is 618.66 million, which is not a small number. Therefore, going to the countryside with a large population and growing consumption capacity to paint the wall is a better way for China to fight offline in 2016

then, how should domestic brands go to the countryside to paint the walls in the offline competition in 2016

in fact, some manufacturers have gone to the countryside to paint walls. We might as well look at their experience first. According to reports, in 2015, Xiaomi advertised on 1000 walls around national and provincial highways in 100 districts and counties in 10 provinces across the country. Xiaomi is fast; Great God advertises on more than 560 walls in 56 districts and counties in 8 provinces across the country. Great God has good quality

these two wall painting advertisements of Xiaomi and Dashen are eye-catching and memorable. But I feel that while painting the walls, our domestic products should also fully consider the reality of rural areas and the needs of farmers

first of all, we should pay attention to what rural areas and farmers need

if we guide and regulate the orderly development of China's experimental machine industry, today's rural areas and farmers choose commodities, price is not the only element, what they need is suitable for their own use

the effect of signal coverage in rural areas is different, so farmers need good signal reception; When working in rural areas, it is easy to bump, so farmers need strong ones; Farmers are very busy, and it is impossible to charge every day, so farmers need those with strong endurance; Sometimes the environment in rural areas is noisy, so farmers need loud bells

the above requirements look like the characteristics of Shanzhai machines. Yes, except for some young people and some successful people in rural areas, many farmers' current foam granulator industry needs to have the characteristics of Shanzhai machines in response to this environmental protection issue

our domestic brands should pay attention to this

second, we should pay attention to the age structure of the rural permanent population

when painting walls in rural areas, we must pay attention to the age structure of the rural permanent population, so that we can paint walls purposefully, not in vain. So, what is the age structure of China's rural permanent population

the "analysis and forecast of China's economic situation in 2014" released by the Chinese Academy of Social Sciences pointed out that according to the calculation of permanent population, the aging degree of rural population has exceeded that of cities. In the agricultural labor force, 61% of the population in the age group over 40 years old

in December 2015, there was a report in Beijing: according to the statistics of rural Taobao, the number of elderly machines under 1000 yuan accounted for more than 80% of the whole market

these two data are very illustrative

third, we should pay attention to farmers' brand awareness

what brands are popular in rural areas? Let's look at the report in Beijing in December 2015

in terms of sales volume, the most popular brands among villagers are Xiaomi, apple, Huawei, Meizu and oppo, while in terms of sales volume, Xiaomi still ranks first, followed by fuzhongfu, Huawei, Yousi and Daxian communication

the brand results are very interesting. The most popular brands among the villagers are the first-line brands such as Xiaomi, apple, Huawei, Meizu and oppo. In addition to Xiaomi and Huawei, Fuzhong's "rubber tire intelligent sorting system" has been identified by the expert committee of the China Petroleum and Chemical Industry Federation as the second and third tier brands of international advanced level, such as Fu, Yousi and Daxian. Why is this

I feel that as I said in the first point, the importance of price and practicality has surpassed the brand. Fuzhongfu, Yousi, Daxian, their products are obviously cheaper for the elderly

perhaps in rural areas, brand is far less important than price and practicality. Pay attention to domestic brands that brush the wall

to sum up, the author believes that it is not enough to say good and fast when domestic brands go to rural areas to paint walls, but also to say what is good. Most rural consumers don't understand the concepts of processor and resolution. They need to be practical. For example, fall resistance, no smashing, loud voice, good signal, fast speed, etc. Therefore, to paint walls in rural areas, you have to paint these

in 2016, China must pay full attention to these issues. Offline market competition will certainly be extremely fierce. How domestic brands go to rural areas to paint walls is a more technical issue than holding a press conference