Tmall's mobile phone sales increased by 130% in the first half of the year

Recently, there was news that Meizu will open a flagship store on Tmall. Tmall confirmed this and said that in addition to Meizu, dozens of first-tier mobile phone brands including Samsung, Motorola, Nokia, Blackberry, HTC, Lenovo and others have opened official flagship stores on Tmall Electric City to provide consumers with more reliable products and after-sales services.

Data shows that as of June 27, Tmall's mobile phone sales growth in the first half of this year was about 130%, which is much higher than the average 20% to 30% growth in offline mobile phone sales.

Brand: Dozens of manufacturers’ official flagship stores have opened on Tmall

Yang Mo, head of Tmall's mobile phone category, introduced that as consumers formed the habit of online mobile phone shopping, since 2011, many big-name mobile phone manufacturers began to enter Tmall in the form of official flagship stores to directly serve consumers. Among them are international brands such as Samsung, Motorola, Nokia, BlackBerry, Sony, as well as many other brand mobile phone manufacturers such as HTC, ZTE, Huawei, Coolpad, Lenovo, Xiaomi, Meizu, Tianyu, OPPO, etc., almost covering all first- and second-tier international and domestic brands.

"The flagship store is the only exclusive store on Tmall officially authorized by the brand. It is a store directly authorized by the brand and represents the brand image. The entry of many flagship stores shows that manufacturers are beginning to pay more attention to in-depth cooperation with Tmall." Yang Mo said.

In addition, many chain channel merchants and communication operators have cooperated closely with Tmall in the form of online official flagship stores. Chain channels including D.Phone, Phone World, Hongtu Sanbao, Gome Online and others have officially entered. Taking the recent 618 promotion as an example, the single-day sales of flagship stores of mobile phone chain brand D.Phone and 3C merchant Hongtu Sanbao exceeded 100 million yuan.

Currently, China Telecom, China Unicom and China Mobile have all opened flagship stores on Tmall, and nearly 50 regional branches of telecommunications operators have opened stores on Tmall, driving mobile phone sales to soar. On November 11, 2012, Guangdong Telecom's official flagship store alone created a single-day mobile phone transaction volume of 21 million.

Supply chain: Online simultaneous launch and C2B customization to satisfy consumers

The China Telecom and China Unicom versions of iPhone 5 were simultaneously launched on the entire network; Nokia 920 was exclusively launched on the entire network; Huawei Honor quad-core was launched on the entire network, and the large-screen 6.1-inch Huawei MATE phone was launched on Tmall... Since 2012, more than 100 new products from more than 40 brands have been launched on Tmall, and the iPhone 5 and Honor quad-core have set a record of selling 1,000 phones in 10 minutes.

"In the past year, Tmall's mobile phone supply has undergone important changes. Through in-depth cooperation with brand flagship stores and specialty stores, Tmall's supply channels have begun to be dominated by manufacturers. This has not only shortened the channel routes, but also made the simultaneous launch of new products a natural process, satisfying consumers' demand for new things and trends, providing early experience value, and greatly consolidating the popularity of Tmall mobile phones." said Tan Biao, general manager of Tmall Electric City.

Since the beginning of this year, the cooperation between Tmall Electric City platform and brand manufacturers has deepened, and C2B pre-sale and other models have also appeared in the mobile phone field for the first time, setting off consumer-led customized mobile phone activities. Take the Tmall debut of Huawei MATE in March as an example. This mobile phone uses Tmall as a sales platform. Its early product design and development are based on the massive user research data of Tmall and Taobao.com, forming a business model that is very different from operator customization. It is also a test of Huawei's terminal business to interact directly with consumers. After only 15 minutes of sale, this high-end mobile phone priced at 2,688 yuan was snapped up for more than 3,000 units, and more than 10,000 units were sold on the first day of launch.

"The functions that consumers desire are fully satisfied, and they get greater benefits in terms of price. The stunning launch of Huawei Mate has allowed us to see a broader prospect for C2B," said Zhang Yong, senior vice president of Alibaba Group and president of Tmall. He pointed out that C2B has built a perfect iron triangle between manufacturers, channels and consumers. It has created incremental value, increased the interests of consumers, enabled manufacturers to complete the transition of products to flexible manufacturing, and maximized the release of platform value through channels, opening a window for enterprises to a new business ecosystem in the future.

Service: 70% of Tmall mobile phone merchants will repair broken mobile phones

In addition to the launch of the online national joint warranty platform and the cooperation with mobile phone merchants such as ZTE to provide online national three-guarantee services, Tmall Electric City provides 3C "power guarantee package" services, which even surpass offline services: if consumers' online purchased appliances are accidentally dropped, collided, squeezed, dusted, heated, damp, or delayed by the manufacturer for repair, they can get repairs, replacements, or compensation. Data shows that the power guarantee package service, which covers broken and repaired items, covered less than 20% of mobile phone merchants in 2011, but in 2012, this power guarantee package service has increased to 70%, allowing more people to shop online without worries.

Author:ralf