Analysis on the Current Situation of the Development of Domestic Electronic Accessories Market

In recent years, the sales of smart terminals have achieved rapid growth, but experts suggest that this growth rate will gradually slow down. It is glorious that the market momentum of electronic accessories based on intelligent terminals is gradually rising, continuing the prosperous scene of the electronic market.

Brand and channel as the two legs of the market, has always been the focus of attention of electronic product manufacturers. Offline channels are not without opportunities. Offline stores that enter large shopping malls and attach importance to experience will become the main battlefield of high-end brand electronic products.

electronic products brand:

Domestic brand ten years cycle, innovation and upgrading.

The market share of China's electronic products has been improved this year, especially in the intelligent terminal market.

At present, domestic brands have entered the high-end market of smart phones. Relevant data show that in the first half of 2013, the sales volume of domestic brand intelligent mobile phones reached 0.13 billion, an increase of 115 over the same period of last year, accounting for more than 60% of the domestic intelligent mobile phone market. In the process of the transformation and upgrading of the mobile phone industry from functional phones to smart phones, domestic mobile phone manufacturers have seized the opportunity to rise quickly. Domestic brands represented by "China Cool Union" have now ranked among the top ten in global sales, and have won domestic brands in the global market. The right to speak.

However, compared with the international leading brands, domestic brands still have a gap in core technology, innovation ability, profit margin and so on. At present, the offline tablet market, Apple and Samsung have always occupied over 60% market share.. According to the reporter's understanding, at present, the price of Samsung mobile phones is getting closer to the price range of 800 yuan -1000 yuan, while the price of Apple IPAD is set at more than 2,000. Therefore, Samsung and Apple's price positioning of smart mobile phones and tablets is like putting a hat on the industry. If they want to price higher than these two products, they need to develop innovative products that break through. Competition in the global mobile phone market will remain fierce.

Electronic accessories:

The market growth rate is accelerating and the brand effect is gradually emerging.

Since 2009, shipments of smart phones have shown rapid growth, with an astonishing increase. But this staggering increase won't last long. Gifukai Market Consulting (GFK) speculates that the shipments of smart phones in the coming year will return to the rational data of Bili, with a growth rate of less than 20%.

The growth rate of smart phones has slowed down, but the smart end-of-life accessories market is gradually improving. The Global Capital Shenzhen Electronics Show, a bellwether of the electronic market, was held in Shenzhen on the 27th of this month. The summit can be seen as a conference on mobile phones, tablets and other mobile products. Most of the products are around smart phones to make a fuss, such as mobile phone cases, leather cases, and of course there are many quite unique electronic products. At the same time, the 2013 China Spending Electronic Channel Summit was also held in Shenzhen on February 26. Our reporter took the opportunity to interview people in the industry, who are optimistic about the accessories market.

Li Xiaoning, general manager of Gome Accessories Company, said that accessories were originally given as electrical accessories in electronic product stores, but accessories are being used as fast-spending items and become products that customers choose to buy separately. Xiao Yuan, director of Leyu China, said that the sales of accessories in Leyu China have been increasing at a rate of doubling every year since the age of the guest. Chen Yonghe, president of the East Far East District of Brooks in the United States, also said that in the electronic supermarket chains in the United States, the sales of electronic accessories account for more than 30% of the total sales of electronic products, while China's electronic accessories market has not yet exceeded 10% of the sales of electronic products. Therefore, there is still great potential.

Although the electronic accessories in the Chinese market have great potential, the road to the brand is difficult and long. In the words of Ren Lifeng, vice president of China's domestic trade development department of global capital, it is: "China's accessories industry has no brand, only brand."

Yue Fanen, general manager of Shenzhen Juxincheng Technology Co., Ltd., is worrying about the promotion of the stealth microphone earphones recently launched by his company. Its products have high noise reduction and long standby time, which have the upper hand. However, without good planning, this upper hand will be wasted. If the product is branded, it needs accurate positioning, plus channel joint venture, walking on both ends of the leg, thinking should not only be clear, but also the response should be fast. The shelf life of electronic products is usually only three months. If the opportunity is delayed, imitators will come in one after another.

electronic products channels:

In the context of the moral excellence of electronic products, the store in the store in the large shopping plaza is the development trend of offline channels.

The online retail market is experiencing rapid growth, retail e-commerce is centralized, and it remains highly differentiated from offline. In the price war, the middle and high-end spending groups have not been excluded, and e-commerce has gained a firm foothold in mature markets. GFK data show that online channels have already taken up 30% of the national retail sales of tablet products, and IT products have shrunk under offline retail channels dominated by computers, especially PC retail stores in coastal IT core areas such as Beijing, Shanghai and Guangzhou, while important cities in the northeast, central and western regions have only seen this in some areas.

With the rise of online channels and the sharp decline of offline channels, many people are not optimistic about the development of offline stores, and some analysts believe that 20%-30% of stores will be closed in the future. However, many people in the industry have issued different opinions and supported the offline channels to varying degrees.

Wang Richun, chairman of Meicheng Group, told a reporter from China Electronic News that we cannot simply compare online and offline channels. China's current online channels are a freak, and Mam relies on price wars to occupy the market. Xiao Yuan, director of Leyu China, also said that the current online price war mode is not sustainable and requires the state to regulate and control it through policies such as process taxation. If online products are strictly taxed according to the standards of offline products, the prices of products can converge and avoid price competition in electronic online and offline channels.

Experts in the industry believe that there are still opportunities for physical store exhibitions without ignoring offline expenses. Wang Richun exaggerates that there is still some demand for customers' impulse spending and application of debris time. Chen Yonghe also expressed a similar view: based on my years of experience, businesses should never ignore a basic law, that is, the source of human power, one is what I need, the other is what I want. If my neck hurts while I'm waiting for a long flight, I'm bound to want a headrest around my neck. When I just want a brand-name handbag, I may have to save money to buy this bag. The Japanese are obvious examples.

In addition, paying attention to the shopping experience of physical store exhibition is also the key to the development of offline channels. Wang jumin, director of ITO division of jiefukai market consulting (China) co., ltd., also issued a similar view at the global capital Shenzhen electronics exhibition held on the 27th: a few electronic stores such as Xi' an seg are successful cases of offline store exhibition operations. These cases tell us that large stores that integrate eating, shopping and leisure are more attractive to customers, and independent physical stores in traditional physical store channels are more suitable for high-end electronic brands. Is to, in the context of electronic products moral excellence, large shopping plaza in the store is the development trend of offline channels.