According to the International Data Corporation\u2019s (IDC) Quarterly Mobile Phone Tracker, India shipped 124 million smartphones in CY2017 making it one of the largest smartphone market, with a huge untapped potential user base. The rapid growth of the smartphone market can be attributed to several factors like low smartphone penetration, inexpensive mobile data and growing aspirational middle class.<\/p>

As a result, the Indian smartphone market continues to attract new players, mostly from China, every few months and trying hard to compete with the incumbents.<\/p>

With smartphone market slowing down in China, India naturally becomes the next battleground for these brands; to find volumes and growth. These brands typically approach the market via Online channel as an entry strategy to test the market.<\/p>

During the rise of ecommerce in India, etailers with aggressive marketing spends helped these brands to make an easy entry in the Indian mobile market. The never-ending discounts and easy financing options drove these value conscious consumers. Later, the continuous initiatives to get Indians to shop online also helped expand this user base, and options like \u201cOne day delivery\u201d and \u201cEasy returns\u201d made the online medium more convenient for them.<\/p>

Overall the China based brands have been quite successful with this approach, the most successful being Xiaomi, which has been able to build a very strong brand and customer base in India on the back of high specifications at affordable prices. Several other brands like Lenovo, Motorola, Coolpad have also found traction online in the past couple of years.<\/p>

What is working for these brands?<\/strong><\/p>

• Flash sales<\/em><\/strong> \u2013 In 2013, Xiaomi\u2019s Mi3 introduced a new concept - \u201cThe Flash Sale\u201d. Availability of limited no. of units creates a sense of euphoria amongst the intending buyers and \u201cstock out\u201d in a few minutes helps in building hype and network effect for subsequent demand generation. This presents a great opportunity to increase brand awareness as the device finds mentions on news, blogs and reviews all around, thus giving further boost to the brand.<\/li> <\/ul>
  • Marketing<\/em><\/strong> \u2013 With the wave of digitization in India customers are getting more acquainted and comfortable in buying online. Clever online marketing techniques like promotions through social media platform and targeted campaigns through ecommerce portals, around the new launches are essential in getting consumer mindshare. Building fan based communities is yet another way of brand equity with which Xiaomi and One Plus have been immensely successful.<\/li> <\/ul>
    • Exclusively online<\/em><\/strong> \u2013 Online exclusive models give the much-needed targeted demand and marketing opportunity to the brands. This also helps create buzz and excitement around the product with limited distribution via online.<\/li> <\/ul>
      • Online to Offline<\/em><\/strong> \u2013 Several brands which started initially as online only brands, before expanding to the offline brick and mortar stores. Following this trend, as the new entrants attempt to find the balance between latest technology products at competitive prices, retail expansion and multi-channel approach is a must. This shows commitment to the channel and helps catering to the masses, especially those within smaller towns and cities who still prefer touch, feel and experience of the device before buying.<\/li> <\/ul>

        In India, One Plus has grown primarily via online, as they began operating in late 2014 with an aim to join the league of premium smartphone makers such as Apple or Samsung. They built \u201ca tech fan community\u201d who prefer future ready phones with latest specification but not as heavy on the pocket as flagships from other brands. Starting as an invite only launch on Amazon with its unique referral based purchase, it really created a unique approach to market and spreader the word of mouth. This was followed by efforts to give a differentiated retail experience with its first flagship store in Bengaluru, to enable prospective users to experience its phones before deciding to buy.<\/p>

        Brands like iVOOMi has also registered a significant growth in India. With a vision to take high end technology to the masses at pocket friendly prices, it started India operations in mid-2017, initially working with Shop clues and subsequently with exclusive models on Flipkart. Soon it had a network of more than 500 service centers across the country.<\/p>

        Another interesting trend from last year was the launch of Private Label smartphone brands by Flipkart and Amazon, essentially to lower dependency on online heavy brands. Flipkart launched a smartphone under its \u201cBillion\u201d brand with aim to support \u201cMake in India\u201d campaign, Amazon soon followed with a brand Tenor (10.or).<\/p>

        However, the private label business has its own set challenges in a high involvement category like smartphones, where brand pull and word of mouth are the key drivers.<\/p>

        Recently, OPPO, which has so far seen heavy presence in offline, announced its plans of focusing on online by launching its sub brand for online called \u201cRealMe\u201d. The Realme brand is aimed at the Indian youth with \u201cpremium mid-range smartphone\u201d series with high specifications at a very attractive price. Though the design and looks are quite like the recent offerings by OPPO, it will be interesting to see how the brand distinguishes its product line up amongst different distribution channels.<\/p>

        Currently the Indian smartphone market is dominated by China based brands and consumer is spoilt for choice in terms of smartphone range from number of brands appealing to different price pockets, and offers like cashback, EMI etc. In such a scenario, brand pull and specifications are the key differentiators for all brands. In the offline channel, new brands must jostle for shelf space, get buyer\u2019s attention in retail in addition managing the channel and distribution. It will be interesting to see how these new upcoming brands pace themselves to the incumbents and make a mark in an important and hyper competitive India market.<\/p>","blog_img":"","posted_date":"2018-05-30 17:37:14","modified_date":"2018-05-30 17:51:22","featured":"0","status":"Y","seo_title":"Long tail of new smartphone brands prefer online","seo_url":"long-tail-of-new-smartphone-brands-prefer-online","url":"\/\/www.iser-br.com\/tele-talk\/long-tail-of-new-smartphone-brands-prefer-online\/3060","url_seo":"long-tail-of-new-smartphone-brands-prefer-online"}">

        根据国际数据公司(IDC)的季度手机追踪器,印度在CY2017售出1.24亿部智能手机最大的智能手机市场,使其成为与一个巨大的未开发的潜在用户群。智能手机市场的快速增长可以归因于几个因素像智能手机普及率低,廉价的移动数据和增长的中产阶级。

        因此,印度智能手机市场继续吸引新玩家,大多来自中国每隔几个月,努力与现有竞争。

        与在中国智能手机市场放缓,印度自然成为下一个战场,这些品牌;发现数量和增长。这些品牌通常方法通过在线渠道作为市场进入策略来测试市场。

        在印度期间,电子商务的兴起,网络零售商与积极营销花费帮助这些品牌在印度手机市场做一个简单的条目。永无止境的折扣和容易的融资选择把这些价值意识的消费者。后,连续行动让印第安人网上购物也帮助扩大用户群,和选项“一天交付”和“容易回报”在线媒介更方便。

        总的来说,基于中国的品牌已经相当成功使用这种方法,最成功的小米,已经能够在印度建立一个非常强大的品牌和客户基础的高规格以可承受的价格。其他几个品牌联想,摩托罗拉,酷派数码也发现牵引在过去的几年里。

        在这些品牌是什么?

        • Flash销售——2013年,小米的Mi3引入一个新的概念——“Flash出售”。有限的可用性。单位之间创造了一种兴奋的意愿买家和“股票”几分钟帮助建设后续需求的宣传和网络效应的一代。这提供了一个很好的机会来增加品牌知名度的设备发现提到新闻、博客和乐动扑克评论周围,从而进一步推动品牌。

        • 市场营销——数字化的浪潮在印度客户越来越熟,习惯于在网上购买。聪明的网络营销技术通过社交媒体平台和有针对性的促销活动通过电子商务门户网站,在新推出的产品得到消费者的思想至关重要。建立粉丝建立社区是品牌资产的另一个方式,小米和1 +已经非常成功。

        • 完全通过网络——在线独家模式给急需的目标需求的品牌和营销机会。这也有助于创建buzz和兴奋在有限的产品通过网络分布。

        • 在线离线——一些品牌开始最初只在线品牌,扩大前线下实体店。这一趋势后,作为新进入者试图找到之间的平衡最新技术产品有竞争力的价格,零售扩张和多通道的方法是必须的。这表明承诺通道和有助于迎合大众,特别是在较小的城市和乡镇仍喜欢触摸,感觉和经验的设备在购买之前。

        在印度,1 +增长主要通过网络,当他们在2014年底开始运作,目的是加入国联的高端智能手机制造商,如苹果或三星。他们建造了“科技爱好者社区”喜欢的未来准备好手机与最新规范而不是一样沉重的口袋从其他品牌旗舰店。开始作为一个只邀请发射亚马逊以其独特的推荐购买,它确实创造了一个独特的市场和传播口碑。其次是努力给分化零售经验以它的第一个旗舰店在班加罗尔,让潜在用户体验手机才决定买。

        iVOOMi等品牌也在印度注册显著增长。与愿景采取高端技术,大众在口袋友好的价格,在2017年代中期开始印度业务,最初使用商店的线索和随后Flipkart公司独家模型。很快就有一个网络超过500全国服务中心。

        另一个有趣的趋势从去年推出自有品牌的智能手机品牌,Flipkart公司和亚马逊本质上降低对在线重品牌的依赖。Flipkart公司推出了智能手机在其“十亿”品牌,旨在支持印度“让”活动,亚马逊随后与一个品牌男高音(10.或)。

        然而,私人标签业务都有自己的挑战高介入类像智能手机一样,品牌拉动和口碑是关键因素。

        最近,朋友,到目前为止见过沉重的在线下,宣布计划推出子品牌专注于在线的网络称为“RealMe”。Realme品牌是针对印度青年与“优质中档智能手机”系列高规格在一个非常有吸引力的价格。虽然设计和看起来很像最近的产品相对应的人,这将是有趣的,看看该品牌区分其产品在不同的分销渠道。

        目前印度智能手机市场是基于由中国主导的品牌和消费者可供选择的智能手机价格范围从许多不同的品牌吸引的口袋,并提供像超市夜未眠,EMI等。在这种情况下,品牌拉动和规范是所有品牌的主要优势。在线下渠道,新品牌必须争夺货架空间,吸引买家的注意力在零售除了管理渠道和分销。这将是有趣的,看看这些新即将到来的速度自己现有的品牌,并做个记号在印度一个重要的和高度竞争的市场。

        免责声明:作者的观点仅和ETTelecom.com不一定订阅它。乐动体育1002乐动体育乐动娱乐招聘乐动娱乐招聘乐动体育1002乐动体育ETTelecom.com不得负责任何损害任何个人/组织直接或间接造成的。

        Tele-Talk

        中国

        印度

        小米

        联想

        摩托罗拉

        评论

        三星

        亚马逊