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“This can potentially impact prices to some extent,” said Navkender Singh, research director at International Data Corporation (IDC), India. “Since the offline operations costs are relatively higher than online, brands will be forced to match the offline and online prices. We should expect some fast-moving models to get price correction in online.”
Mobile phones often cost Rs 2,000-3,000 less on e-commerce channels than in physical stores owing to exclusive deals with handset brands. Currently, e-commerce channels account for nearly 40% of overall sales of smartphones while bricks-and-mortar stores sell the bulk of handsets, according to data from TechArc Research.
Amid increasing pressure, though, several handset makers, including Xiaomi, Samsung, Vivo, Oppo and Realme, have expressed their intentions to end exclusive online launches and bring price parity across their sales channels.
“Vivo, Samsung, and Oppo, which are heavily entrenched towards their offline channels, will pour fewer discounts online as deals become less lucrative,” said Neil Shah, research director at Counterpoint Research.
Chinese phone maker Vivo gave a written assurance to its retail partners last month, promising to ensure simultaneous launches of the same product at the same time and at the same price.
Madhav Sheth, Vice President, realme and Chief Executive Officer, realme India, said its models won't see any price increase.
\"As a brand we are already offering same price at same time for our products for all customers across platforms including online and offline. We launch our products on the same day for the customers on both online and offline platforms, as we believe there should be no disparity between the customers purchasing from any particular platform,\" Sheth said.
He added that there won't be any increase in the pricing of smartphones because of online and offline disparity as the market is getting more competitive which will be beneficial for the customers and they will get enough options to choose their desired product.
Queries emailed by ET to Xiaomi, Samsung, Vivo and Oppo remained unanswered till press time on Tuesday.
Handset makers need to strategically address agitations over online discounts and devise ways other than pricing to attract and retain customers, said IDC’s Singh.
“Smartphone brands would need to dovetail their market strategies with an omnichannel perspective, and to be better able to cater to different consumer personas across both online and offline,” said Prabhu Ram, head of Industry Intelligence Group at CyberMedia Research.
However, pricing parity will not impact smartphone<\/a> sales, said experts.
“The sales in particular channel will be impacted but overall, if the product is good, sales won’t be impacted because now it is available at all points at the same price,” said Shah.
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智能手机买家会失去如果手机制造商价格平价:专家
手机经常成本Rs 2000 - 3000电子商务渠道比在实体店由于独家处理手机品牌。目前,电子商务渠道占总销售额的近40%的智能手机,而实体店出售的大部分手机,根据TechArc数据研究。
“这可能影响价格在某种程度上,“Navkender辛格说,研究主管国际数据公司(IDC),印度。“自比在线离线操作成本相对较高,品牌将被迫离线和在线价格相匹配。我们应该期待一些快速模型在线价格修正。”
手机经常成本Rs 2000 - 3000电子商务渠道比在实体店由于独家处理手机品牌。目前,电子商务渠道占总销售额的近40%的智能手机,而实体店出售的大部分手机,根据TechArc数据研究。
面对越来越大的压力,然而,一些手机制造商,包括小米、三星、体内,同僚和Realme表达他们的意图结束独家在线发布,使价格平价的销售渠道。
“活体、三星和朋友,向他们严重根深蒂固的线下渠道,将倒更少的折扣在线交易变得不那么有利可图,”尼尔·沙阿说,研究主管对位法的研究。
中国手机制造商的书面保证了其上月零售合作伙伴承诺确保同时发射相同的产品在同一时间和同一价格。
副总裁Madhav Sheth realme兼首席执行官realme印度,说它的模型不会看到任何价格上涨。
“作为一个品牌,我们已经提供同样的价格同时跨平台为所有客户对我们的产品包括在线和离线。我们在同一天推出我们的产品为客户在在线和离线平台上,我们认为不应该有差距客户购买从任何特定的平台,”Sheth说。
他补充说,不会有任何提高智能手机的定价,因为在线和离线的差距随着市场越来越竞争将有利于客户和他们将获得足够的选择所需产品。
查询邮件,等小米、三星、活体和相对应的人仍然没有回答,直到周二新闻时间。
手机制造商需要战略解决风潮在在线折扣和价格以外的设计方式来吸引和留住顾客,IDC的辛格说。
“智能手机品牌需要燕尾与omnichannel的角度来看,他们的市场策略,并能够更好地迎合不同的消费者在在线和离线角色,”表示您正在Ram,当地行业情报组织负责人。
然而,平价不会影响定价智能手机销售,专家说。
“特别是销售渠道会影响但总的来说,如果产品是好的,销售不会受到影响,因为现在是可用的所有点在同一价格,”国王说。
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