China Mobile Phone Distribution Channel Report, 2005
  • May/2005
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With the introduction of a great number of new models and the channel advantages, the Chinese mobile phone manufacturers become more competitive in the market in 2003.

In 2004, after summarizing the experiences gained from the previous year, overseas mobile phone manufacturers carried out a series of channel restructuring actions. The mobile giants, such as Motorola and Nokia, after had withstood the offensives from the Chinese mobile phone manufacturers in the front-end channel by a strategy of late-development. Meanwhile, they succeeded in extruding Chinese mobile phone manufacturers’ survival space with the advanced back-end technologies.

Year 2004 Chinese mobile phone manufacturers encountered frustrations. Most of them established their own distribution channels, targeting at the second, third and fourth level markets. With a long and deep distribution channel plus a huge number of channel maintainers, the sales cost went high. Moreover, long distribution channels caused overstock and long period of capital return. Even though the Chinese mobile phone manufacturers had excellent design solutions and market plans, they were unable to introduce their products timely due to being short of money to buy component parts. In the first half of 2004, releasing of new products by Chinese manufacturers was obviously slower than that of overseas manufacturers.

Major trends of mobile phone distribution channels in 2005:

Manufacturers optimize distribution channels on their own.

Some manufacturers try to explore the channel potentials in the third and fourth level markets;

Fulfillment Distributor (FD) mode further enter into mobile phone industry.

This report also addresses the following issues:

Characteristics of mobile phone distribution channels in China

Marketing channels transformation of Motorola, Nokia, Samsung, Bird, etc.

Development trends of major mobile phone distributors (such as general agent, chain store, etc.)  

General trends of mobile phone sales in 2005

General trends of mobile phone channels in 2005


1.Typical marketing modes in mobile phone market in 2004
1.1 Sales modes of major domestic mobile phone manufacturers in 2004
1.2 Sales modes of major overseas mobile phone manufacturers in 2004
1.3 Analysis of mobile phone sales in 2004

2.General analysis of China's mobile phone distribution channels
2.1 Characteristics of China's mobile phone distribution channels in 2004
2.2 Transformation and current status of China's mobile phone distribution channels in 2004
2.3 Major types of China's mobile phone distribution channels in 2004
2.3.1 Leveled agents
2.3.2 Self-established distribution channel
2.3.3 Direct supply

3.Distribution channel analysis of major mobile phone manufacturers 
3.1 Motorola
3.1.1 Characteristics
3.1.2 Transformation and current status
3.2 Nokia
3.2.1 Characteristics
3.2.2 Transformation and current status
3.3 Samsung
3.3.1 Characteristics
3.3.2 Transformation and current status
3.4 Siemens
3.4.1 Characteristics
3.4.2 Transformation and current status
3.5 LG
3.5.1 Characteristics
3.5.2 Transformation and current status
3.6 Bird
3.6.1 Characteristics
3.6.2 Transformation and current status
3.7 TCL
3.7.1 Characteristics
3.7.2 Transformation and current status
3.8 Konka
3.8.1 Characteristics
3.8.2 Transformation and current status
3.9 Other manufacturers

4.Introduction of major channel distributors 
4.1 Major mobile phone agents
4.1.1 China Postel
4.1.2 Cellstar
4.1.3 China Telling
4.1.4 Intech
4.1.5 PYPO
4.1.6 Aisidi
4.1.7 Other general agents
4.2 Channel sellers of home appliances
4.2.1 Gome
4.2.2 Suning
4.2.3 Dzelec
4.2.4 Yongle
4.3 Mobile phone chain distributors
4.3.1 Zhongyu
4.3.2 Zoomflight
4.3.3 Xieheng
4.4 Local malls
4.4.1 ChinaDigital in Beijing
4.4.2 Longyue Telecom
4.4.3 Benephon
4.4.4 Chengdu Department store

5.Forecasts of mobile phone sales and distribution channels
5.1 General trends of mobile phone marketing
5.2 New trends of mobile phone sales in 2005 
5.2.1 Dynamic information 
5.2.2 Issues demanding attentions
5.3 General trends of mobile phone distribution channels
5.3.1 Flat channels
5.3.2 Mobile phone distributing and retails go into large scale
5.3.3 Mobile phone distribution channels' branding
5.3.4 Complicated mobile phone distribution modes
5.4 New trends of mobile phone sales channels in 2005 
5.4.1 Channel optimization
5.4.2 Deep marketing, explore channel potentials of the third and fourth level market
5.4.3 Fulfillment Distributor (FD) mode further enter into mobile phone industry
Channel structure of major Chinese mobile phone manufacturers in 2004 
Channel structures of major overseas mobile phone manufacturers in 2004
Top 10 manufacturers in sales volume in China's mobile phone market in 2004
Market share trends of Chinese brands in 2004
Channel transformations in China's mobile phone market
Mobile phone sales volume of China Postel, 2001-2004
Mobile phone sales volume of CellStar, 2002-2004
Aisidi's countrywide distribution network
Sales revenue of Gome 2002-2004
Keyperformance indexes of Suning 2003-2004
Development stages of mobile phone retails
Lifecycle and channel dependence of China's mobile phone industry
Development trends of China's mobile phone distribution channels
Top 10 manufacturersin sales volume in China's mobile phone market in 2004
Top 10 Chinese manufacturers in sales volume in 2004
Major marketing spots of CellStar
Marketing network of Telling
Marketing network of Intech
Countrywide marketing network of PYPO
Chain distributing of Gome
Characteristics and development comparison of mobile phone retail business
Sales volume in different level cities
Business performance of subsidiaries of ChinaDigital
Mobile phone shopping malls in Beijing
Mobile phone shopping malls in Shanghai
Mobile phone shopping malls in Guangzhou

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