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[2014-11-17]Samsung channel strategy change: remove the operators and the country's modernization
Recently, the sudden change of channel strategy of Samsung mobile phone market in Chinese: gradually reduce operators channel share, increase social channel development efforts, reduce and national distributor and even some provincial agent cooperation, the introduction of FD platform provider in the provinces, the strengthening of the three or four levels of customer control. The core of this channel change is: remove the operators and remove the country's modernization.
The new policy to promote the Samsung mobile phone sales channels more flat.
All the time since, Samsung mobile phone sales in the Chinese market, both operators channel and the open channel, the business channel almost no improvement. The beginning of the end of 2010, Samsung to promote the flat channel change, began to introduce the province on behalf of business, as well as the direct supply of retail channels (such as Gome, Suning, Dixon and shops), three kind of channel pattern coexist for long time.
FD is the Fullfillment Distribute abbreviation, namely provincial direct control distributor. This mode of Samsung and FD signed a sales agreement, including sales volume, market share and market promotion and after sale service index. FD line of three or four class customers are mainly Samsung development. With the province's biggest difference lies in the generation, FD only bear build provincial level of funds and logistics platform responsibility, don't assume other distributors need to bear the pressure of goods, sales, marketing and other functions, by up to the amount of return money. FD mode makes Samsung to terminal management has been strengthened, control of the price of the product.
Homogenization in the product, the performance to price ratio is quite serious case of channel system determines the size of sales. Starting from the channel system, is one of the important measures to restore the declining of Samsung.
