GOME stores nationwide sale mobile phone prices fell by an average 20%

Dazhong, Gome, Suning Appliance stores recently coincidentally in the nationwide "big sale", several large stores of mobile phone prices fell by about 20% higher than usual. After a certain period of time after the Spring Festival has been considered to sell mobile phones in the off-season, but home appliance chain stores recently dished out orders to break the silence.

Appliance stores betting to mobile phone

Reporters learned from the home appliance stores, a variety of mobile phones have a substantial price reduction. NOKIA 6670, at the beginning of the January price from 4280 yuan to 4000 yuan, who knows not to the end of the month, the price has dropped 300 yuan, has now dropped to 3700 yuan. MITSUBISHI M900 is a new force in the diving team, which dropped 310 yuan, down from $4450 to $4760. Motorola V878 now the price drop 260 yuan, has fallen to 2230 yuan, to 2000 yuan mark. Dopod a high-end mobile phone from 8880 yuan airborne for $6980. A VK phone from 2400 yuan down to $1688. The direct posting of "special" or "price" posters of mobile phone brands include Motorola, Sony Ericsson, NOKIA, Konka, etc..

At the beginning of the year, Suning Appliance dished out 5 million mobile phones for large orders. As of February 24th, less than eight of the domestic mobile phone brand has been carved up the 80% Suning Appliance for direct orders, the purchase amount is about 6 billion 500 million yuan to 7 billion yuan, including NOKIA, Motorola, TCL has won more than 40% of the share. Gome's mobile phone purchases this year than last year nearly doubled, the list shows to buy 20 yuan worth of mobile phones from the domestic and foreign mobile phone manufacturers at home and abroad to buy $7 billion 77 million.

Home appliance stores have been able to purchase a large number, on the one hand, the use of large-scale shopping mall advantage, enough to continue its price down to low. What is more important is that a mobile phone from the factory to the hands of consumers to reduce the link appliance store to eat "reassurance". Because sales are no longer "feathers", the second half of the issuance of 3G licenses will stimulate the demand to buy a mobile phone, home appliance chain stores more and more of the "treasure" charge in the sale of mobile phone, the mobile phone price war is more intense this year.

According to estimates, the mobile phone users in China in 2005 will reach 400 million, the number for more than at the end of 2004 70 million, with a considerable number of users switch, many mobile phone retail market opportunities. Gome will increase the proportion of mobile phone sales in all products from the current 20% to more than 35%, more than traditional home appliances.

Cancel license effect in advance

Since 1999, China has been the implementation of mobile phone production license system, many companies want to enter the mobile phone industry in the door. So far, the Ministry of Information Industry issued a total of 37 licenses to the 49 companies. Until last year, the mobile phone industry for many years of high growth, high profit change halted. The day before, the national development and Reform Commission published the "certain provisions" approved by the mobile communication system and terminal of investment projects, this is the industry that is China's mobile phone production management from the license approval system to formal approval system". Provides that mobile phone manufacturers registered capital of not less than 200 million yuan". Overnight, this new policy triggered a seismic wave, the domestic 40 companies intend to invest in the production of mobile phones cheer eager, licensed enterprises worried. The industry dubbed the mobile phone into the siege era, and analysts believe that the mobile phone industry has become a high-risk investment areas.

This new policy will bring the industry reshuffle. Preliminary estimates, the existing production capacity and the proposed new mobile phone project companies, the domestic mobile phone production capacity will be more than 500 million, about more than 80% of global demand. Although it is still in the NDRC to apply for approval of the stage, AUX mobile phone has been a step ahead of the capital market, the slogan is the phone as a cabbage sell, but listed 1000". In the industry so fierce attack under the new brand, the original price of the phone is difficult to adhere to the bottom line.

Industry sources, because the supply of mobile phone license ban will bring the increase has long been expected, the manufacturers in the development of this marketing strategy has been prepared, so this year will not begin until mid March this year will greatly advance mobile phone price season.

40 million stocks last year

Recent massive inventory of mobile phones also make the market worse". After the boom in 2003, China's mobile phone market plunged into a dilemma in 2004. Last year, the domestic mobile phone production 66 million, sales of 35 million, inventory backlog of up to more than 40%. Coupled with the backlog of foreign brand products, the annual stock of more than 40 million mobile phone. The 40 million backlog of goods to each cost of $1000, equivalent to 40 billion yuan of funds. The 40 brands on the market share of the words, each factory should assume 1 billion yuan of funds precipitation. With the mobile phone product market life cycle is shorter and shorter, 40 million of the value of the inventory is showing a trend of accelerated depreciation, which is tantamount to a mobile phone manufacturer hanging in the head of the "Damour damocles".

Today, the mobile phone has become a typical fast consumer electronics products, update speed, the depreciation rate. Under such circumstances, the backlog of inventory is a problem cannot be broken, even if the cut price strategy, money will not make a call to. In the face of new competitors eager, the original manufacturer is imperative to stabilize market share and reduce inventory, in this context, a substantial price reduction strategy is not surprising.

Changes in sales patterns

In the mobile phone market in the high profit stage, mobile phone shop more than attacking, and now the market gradually cooling, direct supply orders direct access to large businesses, will become the first strategic goal of enterprises, so that agents in the network