中国 手机市场报告 英文版 China Mobile Phone Market Research - 20120823

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Levin Consulting Confidential for Polaroid
August 2012
Category Chain Stores as Distributors

D.Phone covers a wide market from tier one cities to countryside regions.
Regional Distributors

East China
Shanghai City
­ Sheng You Telecom Equipments
­ Shanghai Yi Bai Telecom
­ Yong Yang Digital Technology
Hang Zhou City
­ Chun An Wen Xin
­ Large national professional CE/mobile phone distributors (Digital China, ECS) ­ Small and medium-sized regional distributors (Shanghai Bai Yi, Sheng You Telecom) ­ Direct CE chain stores (Suning, Gome) ­ Category chain stores (the chain store only sell mobile phones, like D.Phone store) ­ Special channel partners like carriers (like China Mobile and China Network)
­ Golden Sun
Ning Bo City
­ Feng Yun ­ Tian Le Telecom
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Levin Consulting Confidential for Polaroid
August 2012
Direct CE Retailers as Distributors

In 2009, Suning signed an exclusive agreement with Samsung to become Samsung’s national distributor of mobile phones (in 2009 the specific model for the distribution was the Samsung M2710C) Each year Samsung will give Suning two to three models to distribute
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Levin Consulting Confidential for Polaroid
August 2012
Category Chain Stores as Distributors

D.Phone sets up specific Samsung counter within its high end stores as part of the partnership condition
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Levin Consulting Confidential for Polaroid
August 2012
Distribution in China

Key Notes 1
Distribution channels reach a highly diffuse market that includes:

Key Notes 3
All of these outlets are supported by different types of distributors who handle a
number of brands and a wide array of product lines
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Levin Consulting Confidential for Polaroid

There are 661 large cities in China > 1 million people in the city: 49 0.5 million – 1 million people: 78 0.2 million – 0.5 million people: 213 < 0.2 million people: 320
China Mobile Phone Market Research
August 2012
Levin Consulting Confidential for Polaroid
August 2012
Mobile Phone Market
1)
2)
What are the sales channels in China?

Key Notes 2
Mobile phones are now sold in IT malls, mobile phone specialty stores, department
stores, CE chain stores, electronics stores and other retail outlets which provide varying levels of service and support
East China
Sheng You Telecom Equipments Shanghai Yi Bai Telecom

South China
Jun He Hai Guo Da Liang
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Levin Consulting Confidential for Polaroid
August 2012
­ Mobile phone category-specific destinations are very different from CE destinations as the stores only sell mobile phones and mobile phone products (so many brands, functions and outlooks) ­ Consumers will only shop when there is a need to purchase; the pricing differences between the different channels is very small ­ The divide is blurring now that all major CE chains are merchandising mobile phones
Suzhou (8 cities)
Tier 3 Markets: Changchun, Jinan, Qindao, Xiamen, Fuzhou, Shengyang,
Wenzhou, Xi’An, Haerbin, Fuzhou, Changsha, Wuhan, Taiyuan (13 cities)
Are sales driven by the carriers, or is hardware segregated from them?
3)
Additional details around the mobile phone market
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Levin Consulting Confidential for Polaroid
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Levin Consulting Confidential for Polaroid
August 2012
Distribution Sample
National Distributors Regional Distributors Direct CE Retailers as Distributors Category Chain Stores as Distributors Special Channel Partners

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Levin Consulting Confidential for Polaroid
August 2012
Direct CE Retailers as Distributors

The mobile phone counter areas in CE retailer stores
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Levin Consulting Confidential for Polaroid
August 2012
Category Chain Stores as Distributors

In 2010, Samsung signed a deal making D.Phone its national chain store distributor

Samsung phone sales make up more than 50% of D.Phone mobile phone sales each year
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Levin Consulting Confidential for Polnal Distributors

North China
Le Ye Jin Fei Hong (600 stores + Heng Yuan Hui Tong

sales network of national dealers)
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Levin Consulting Confidential for Polaroid
August 2012
Top 25 China Markets
Haerbin Changchun
Beijing
Tianjin
Shenyang
Dalian Taiyuan Jinan Xian Qingdao Nanjing Suzhou Wuxi
Chengdu
Wuhan Chongqing Changsha
Shanghai
Hangzhou Ningbo Wenzhou
Guangzhou Shenzhen
Fuzhou Xiamen
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Levin Consulting Confidential for Polaroid
August 2012
Where Do People Shop?

The mobile phone channel divide:
Traditionally, mobile phones and related products are sold through
separate channels of distribution
When shopping, consumers go to CE retailers and categoryspecific destinations
August 2012
Distribution Map
Regional Business Units Distributors Strategic Business Units
Mobile Phone Vendor
Dealers
Retailers VARs End Users
Sell-in Process
August 2012
China Viable Market Overview
The mobile phone market is concentrated within the top 25 cities
Tier 1 Markets: Beijing, Shanghai, Shenzhen, Guangzhou (4 cities) Tier 2 Markets: Chongqing, Hangzhou, Ningbo, Nanjing, Chengdu, Tianjin, Wuxi,
D.Phone sells a monthly average of 450 units of Samsung mobile phones in every individual store D.Phone was established1993, and has 1,700 direct stores and many other national network covers another 2,000 POS