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1、ChinaMobilePhoneMarketResearchAugust2012MobilePhoneMarket1)WhatarethesaleschannelsinChina?2)Aresalesdrivenbythecarriers,orishardwaresegregatedfromthem?3)AdditionaldetailsaroundthemobilephonemarketAugust2012LevinConsultingConfidentialforPolaroid2ChinaViableMarketOverviewThemobilephonemarketisconcentr
2、atedwithinthetop25citiesTier 1 Markets:Beijing,Shanghai,Shenzhen,Guangzhou(4cities)Tier 2 Markets:Chongqing,Hangzhou,Ningbo,Nanjing,Chengdu,Tianjin,Wuxi,Suzhou(8cities)Tier 3 Markets:Changchun,Jinan,Qindao,Xiamen,Fuzhou,Shengyang,Wenzhou,XiAn,Haerbin,Fuzhou,Changsha,Wuhan,Taiyuan(13cities)Thereare66
3、1largecitiesinChina1millionpeopleinthecity:490.5million1millionpeople:780.2million0.5millionpeople:2130.2millionpeople:320August2012LevinConsultingConfidentialforPolaroid3ShanghaiChengduShenyangWuhanTianjinChongqingHangzhouNingboWenzhouDalianXianNanjingSuzhouWuxiFuzhouXiamenGuangzhouShenzhenBeijingT
4、op 25 China MarketsHaerbinChangshaChangchunQingdaoJinanTaiyuanAugust2012LevinConsultingConfidentialforPolaroid4WhereDoPeopleShop?Themobilephonechanneldivide:Traditionally,mobilephonesandrelatedproductsaresoldthroughseparatechannelsofdistributionWhenshopping,consumersgotoCEretailersandcategoryspecifi
5、cdestinationsMobilephonecategoryspecificdestinationsareverydifferentfromCEdestinationsasthestoresonlysellmobilephonesandmobilephoneproducts(somanybrands,functionsandoutlooks)Consumerswillonlyshopwhenthereisaneedtopurchase;thepricingdifferencesbetweenthedifferentchannelsisverysmallThedivideisblurring
6、nowthatallmajorCEchainsaremerchandisingmobilephonesAugust2012LevinConsultingConfidentialforPolaroid5DistributioninChinaKeyNotes1Distributionchannelsreachahighlydiffusemarketthatincludes:LargenationalprofessionalCE/mobilephonedistributors(DigitalChina,ECS)Smallandmediumsizedregionaldistributors(Shang
7、haiBaiYi,ShengYouTelecom)DirectCEchainstores(Suning,Gome)Categorychainstores(thechainstoreonlysellmobilephones,likeD.Phonestore)Specialchannelpartnerslikecarriers(likeChinaMobileandChinaNetwork)KeyNotes2MobilephonesarenowsoldinITmalls,mobilephonespecialtystores,departmentstores,CEchainstores,electro
8、nicsstoresandotherretailoutletswhichprovidevaryinglevelsofserviceandsupportKeyNotes3AlloftheseoutletsaresupportedbydifferenttypesofdistributorswhohandleanumberofbrandsandawidearrayofproductlinesAugust2012LevinConsultingConfidentialforPolaroid6DistributionMapMobilePhoneVendorRegionalBusinessUnitsStra
9、tegicBusinessUnitsDistributorsDealersRetailersVARsEndUsersSell-in ProcessAugust2012LevinConsultingConfidentialforPolaroid7DistributionSampleNationalDistributorsRegionalDistributorsDirectCERetailersasDistributorsCategoryChainStoresasDistributorsSpecialChannelPartnersAugust2012LevinConsultingConfident
10、ialforPolaroid8NationalDistributorsNorthChinaLeYeJinFeiHong(600stores+salesnetworkofnationaldealers)HengYuanHuiTongEastChinaShengYouTelecomEquipmentsShanghaiYiBaiTelecomSouthChinaJunHeHaiGuoDaLiangAugust2012LevinConsultingConfidentialforPolaroid9RegionalDistributorsEastChinaShanghaiCityShengYouTelec
11、omEquipmentsShanghaiYiBaiTelecomYongYangDigitalTechnologyHangZhouCityChunAnWenXinGoldenSunNingBoCityFengYunTianLeTelecomAugust2012LevinConsultingConfidentialforPolaroid10DirectCERetailersasDistributorsIn2009,SuningsignedanexclusiveagreementwithSamsungtobecomeSamsungsnationaldistributorofmobilephones
12、(in2009thespecificmodelforthedistributionwastheSamsungM2710C)EachyearSamsungwillgiveSuningtwotothreemodelstodistributeAugust2012LevinConsultingConfidentialforPolaroid11DirectCERetailersasDistributorsThemobilephonecounterareasinCEretailerstoresAugust2012LevinConsultingConfidentialforPolaroid12Categor
13、yChainStoresasDistributorsIn2010,SamsungsignedadealmakingD.PhoneitsnationalchainstoredistributorSamsungphonesalesmakeupmorethan50%ofD.PhonemobilephonesaleseachyearD.Phonesellsamonthlyaverageof450unitsofSamsungmobilephonesineveryindividualstoreD.Phonewasestablished1993,andhas1,700directstoresandmanyo
14、thernationalnetworkcoversanother2,000POSAugust2012LevinConsultingConfidentialforPolaroid13CategoryChainStoresasDistributorsAugust2012LevinConsultingConfidentialforPolaroid14D.PhonesetsupspecificSamsungcounterwithinitshighendstoresaspartofthepartnershipconditionCategoryChainStoresasDistributorsAugust
15、2012LevinConsultingConfidentialforPolaroid15D.Phonecoversawidemarketfromtieronecitiestocountrysideregions.SpecialChannelPartnersCarrierChinaMobileChinaTelecomChinaUnicomChinaNetcomCarriersarenotmajorchannelsandaccountforaverysmallamountofmobilephonesales.August2012LevinConsultingConfidentialforPolar
16、oid16SpecialChannelPartnersCarrierChinaMobileandChinaTelecomdominatethemobilephonecarrierformatinChina.Throughretaillocations,theyoffermobilephoneswithvalueaddedservices,suchaspurchaseacertainmobileplanandreceiveafreecellphoneTheactualsalesofmobilephonesareverylimited.Thepartnershipbetweenvendorsand
17、carriersaremoresymbolicandstrategicAugust2012LevinConsultingConfidentialforPolaroid17SpecialChannelPartnersCarrierDuetothehighpricesandveryfewpromotionactivities,thesalesincarrierstoresareverylittleandveryfewvisitors.August2012LevinConsultingConfidentialforPolaroid18MarketTrends&UpdatesThecompetitio
18、namongstmobilebrandsisveryfierce.AttheendofJuly2012,thetotalnumberofbrandsincreasedto104inChinamarket,withfivenewbrandsbeingaddedsinceJune2012Brandattention:Samsunghasthelargestmarketshareat23.5%Productattention:SamsungsI9100GALAXYSIIsurpassedtheAppleiPhone4SasthemostpopularproductCategoryattention:
19、Smartphonecategoryattracts95%attentionrateofconsumers.3GphonecategoryfollowsasthesecondattentiononthelistPricerangeattention:RMB1,000toRMB3,000isthemainpricepointrangeinChina.Withinthisrange,RMB1,000toRMB2,000attractsmostattention,ashighas33.8%Inthefirsthalfof2012,totalsalesofmobilephoneswas195,000,
20、000,withsmartphonesrepresenting48.66%(94,855,000units)Localbrandsattentionrate:25.7%,anincreaseof5.3%fromJanuary2012August2012LevinConsultingConfidentialforPolaroid19BrandAttention/PurchaseIntentionRateListNo.BrandAttention Rate / consumers purchase intention rate1Samsung23.5%2HTC14.9%3Nokia9.6%4Son
21、yEricsson 8.0%5Motorola7.4%6iPhone6.8%7Otherbrands29.8%August2012LevinConsultingConfidentialforPolaroid20ProductAttention/PurchaseIntentionRateList+SpecificationDetailsNo.BrandModelGo-to- Market TimeScreen SizeOperation SystemPrice1SamsungI9100GALAXYSII(16GB)2011.74.3AndroidOS2.3￥3,1602AppleiPhone4S
22、(16GB)2011.103.5iOS5.0￥4,6103SamsungI9300GALAXYSIII2012.54.8AndroidOS4.0￥4,3004SamsungI9220GALAXYNote2011.95.3AndroidOS2.3￥4,0705HTCG23OneX(S720e)20124.7AndroidOS4.0￥4,3006SonyLT26i20124.3AndroidOS2.3￥3,2507HTCT328w2012.34AndroidOS4.0￥1,8008SonyLT18i2011.84.2AndroidOS2.3￥2,3009HTCG1820114.3AndroidOS
23、2.3￥2,20010Xiaomi(MI)M1(MIUI)2011.104MIUIAndroid￥1,99911MeizuMX16GB2012.14AndroidOS2.3￥2,39912OPPOX907(Finder)2012.74.3AndroidOS4.0￥2,49813SamsungS5830(GalaxyAce)2011.13.5AndroidOS2.2￥1,35014NokiaN9(16GB)2011.93.9MeeGo￥2,60015AppleiPhone4(8GB)20113.5iOS4.0￥3,650August2012LevinConsultingConfidentialf
24、orPolaroid21CameraPixelAttention/PurchaseIntentionRateListNo.Pixel levelAttention Rate / consumers purchase intention rate18million47.1%25million34.7%33million7.7%42million3.5%512million5.6%6Otherpixel1.4%August2012LevinConsultingConfidentialforPolaroid22ScreenSizeAttention/PurchaseIntentionRateList
25、No.Screen Size (inches)Attention Rate / consumers purchase intention rate1Biggerthan4.029.2%23.34.051.8%32.93.210.2%42.42.84.9%5Smallerthan2.44.0%August2012LevinConsultingConfidentialforPolaroid23DifferentCategoryAveragePriceListNo.Mobile Phone CategoriesAverage Price (RMB)1TotalMarket1,7082SmartPho
26、ne2,10133GPhone2,025August2012LevinConsultingConfidentialforPolaroid24DifferentBrandsModelsNumberListNo. BrandsCurrent On Sale Models Number1Samsung1062HTC773Nokia944Motorola685iPhone12August2012LevinConsultingConfidentialforPolaroid25Appendix:MobilePhoneGrayMarketAugust2012LevinConsultingConfidenti
27、alforPolaroid26Chinasblackmarketisabroadspectrumthatincludesmultipleshadesofgray.Threecategoriesofgray/blackphonesdefinition:1.ThesmugglingofbrandnamehandsetsfromHongKongandotherdevelopedmarketsthatarethensoldthroughillegitimatechannels2.“Minorbranded”phonessoldwithoutlegitimatenetworkcertificates3.
28、Refurbishedandcounterfeitphones,usuallybasedonelectronicstakenelsewhereandfittedwithanewexterior.ConsumerscanbuyPCboardsandcasesonthestreetandthenassemblethecounterfeitphonesthemselvesThreeCategoriesAugust2012LevinConsultingConfidentialforPolaroid27Theblackmarketsshareofthetotalisstabilizing,butitsi
29、nternaldynamicsareshiftingAsmorelocalOEMsbecomecapableofbuildingtheirownhandsets,thenumberofrefurbishedandcounterfeitphonesaredecreasingasaproportionofthetotal,whilethepercentageofsmuggledhandsetsandminorbrandedphonesareontheriseInternationalsuppliersanddistributorsneedtobecarefulwhenconsideringthes
30、etypesofmarketopportunitiesandbeawareofthebigrisksindoingbusinesswiththeseillegalmakersMarketTrendsAugust2012LevinConsultingConfidentialforPolaroid28OnehotbedofblackmarketactivityisShenzhen,whichenjoys“proximitytoHongKongandanestablishedhandsetproductionbase”AtypicalplayerinShenzhenwithsome30employe
31、escanturnout50,000unitspermonth,and12modelsayearTheoperationstendtopurchaseboardsfromdesignhouses,completingthemechanicalandindustrialdesignthemselvesTheplayersproducebothminorbrandedphoneswithoutnetworkcertificatesandbrandedhandsetsunderborrowedlicensesTheyusuallyprovideaftersaleservicesthroughdist
32、ributorsHotbedforBlackMarketShenzhen(general)August2012LevinConsultingConfidentialforPolaroid29Shenzhen(SmallFactory)August2012LevinConsultingConfidentialforPolaroid30Shenzhenahugeretailmarketofblack/gray(counterfeittype)handsetatHuaQiangNorthRoadAugust2012LevinConsultingConfidentialforPolaroid31For
33、example,aNokiacounterfeitphoneispricedatRMB700(USD100)whiletheoriginalphoneispricedatRMB3500(USD500).Shenzhenahugeretailmarketofblack/gray(counterfeittype)handsetatHuaQiangNorthRoadAugust2012LevinConsultingConfidentialforPolaroid3295%counterfeitphonesaremanufacturedinShenzhenandDongguan,twobigcities
34、inGuanDongProvinceofSouthChinaWellestablishedmanufacturechainfromphonedesigning,rawmaterialsupply,componentsproductionandassemble,finaltestingTherearemorethan100varioussizedmanufacturersproducingcounterfeitphones.Thesmallestoperationcouldconsistof78workersinarentedresidentialapartment,whilethelarger
35、operationsareOEMmanufacturerswhoproducetheinternationalandlocalbrands.Morethan90%ofthecounterfeitorminorbrandedphonesareproducedbyprofessionalOEMfactories,whichisasurprisingandsadtruthTheaverageindustrialcostforaBLACKphone(counterfeitorminorbranded)isaroundRMB300(USD43)Withtheextremelycompetitiveind
36、ustrialcostadvantage,BLACKmanufacturers,distributorsanddealersareverykeentocopyeverysinglepopularmodelofdifferentinternationalandlocalbrandsCounterfeitPhonesWhere?August2012LevinConsultingConfidentialforPolaroid33Purchasedesignmapandsolutionfrommobilephonedevelopmentcompanies,whicharecalled“DesignHo
37、uses”inthisBLACKphoneindustryUselasertechnologytomasscopythecircuitboardwithelectroniccomponentsandintegratedsoftware.Thisisthemostexpensivepartofthefakeproduct,whichnormallycostsaroundUSD23.00percircuitboard.MostcircuitboardsareequippedwithMP3,MP4anddigitalcamerafunctionsProducemoldandtoolingforpla
38、sticshelloffakephones.ThecostforeveryplasticoutshellofcounterfeitphoneisaroundUSD0.08perunitAlltherestcomponentsofphonescreen,charger,digitalcamera,keyboard,andplasticbuttonscostanextraUSD0.15perunitSendallthemoldandtoolingtoprofessionalOEMfactoriestoassemble.ThecostofassemblingandpackagingisaroundU
39、SD3.00perunitMinimummanufacturedorderquantityforeverycounterfeitphonemodelisaround10,000units,30,000unitsand50,000unitsCounterfeitPhonesManufacturingProcessAugust2012LevinConsultingConfidentialforPolaroid34BatteryisthehighestprofitearnercostRMB7perbatteryunit,saleforRMB5010%20%profitratedearnedby“in
40、itialinvestors”thecompanyorindividualputdowntheordertoproducecounterfeitphonesDistributorsofdifferentlevelsearn50%profitrateTherestmarginislefttotheretailstoresbusinessownersCounterfeitphonesenjoyspecialcostadvantagesduetothelackofgovernmentregulatedfeeswirelesschannel/frequencyoccupancyfee,networkl
41、inkingfee,modelcheckingfee,regulatedqualitycheckfeebyCQCdepartmentandetc.Also,bysavingonindustrialdesign,technologydevelopment,maintenancecostandothercosts,thecounterfeitphonesindustrialcostismuchlowerthanthestandardcostfortheauthenticmanufacturedphone,whichisRMB1,350Costcompare:Original:RMB1,350(USD193)Counterfeit:RMB300(USD43)Costdifference:USD150hugeindustrialcostdifferencemakescounterfeitphonescompetitiveonprice,eventhoughtheproductqualityisverydoubtableCounterfeitPhonesProfitAugust2012LevinConsultingConfidentialforPolaroid35
