BEIJING, Sept. 11 /Xinhua-PRNewswire/ -- CCID Consulting, China's leading research, consulting and IT outsourcing service provider, and the first Chinese consulting firm listed in Hong Kong (Hong Kong Stock Exchange: HK08235), releases its article on discussing how brand concentration of mobile phones is improving, with success determined by the company's differentiation strategy.
As monitoring data from CCID Consulting reveals, in the first half of 2007, domestic Chinese mobile phones featured a sales volume of 71.478 million sets and a sales revenue of 84.58 billion Yuan, with a respective growth of 25.5% and 5.5% compared with the same period last year. The market scale expanded continuously and the average price of mobile phones dropped steadily. Foreign brands have driven up the sales efforts of low-end products and bundled mobile phones. Foreign brands have continued to cultivate the high-end product market. In the first half of 2007, Nokia, Motorola and Samsung accounted for a total market share of 61.4% with an increase of 8.9% compared with the same period of last year, and brand concentration rose steadily.
In today's fiercely competitive mobile phone industry, the differentiation strategy has major influences on brand development. Foreign brands such as Nokia and Motorola strive to occupy market share by improving the sales volume of low-end products. The data by CCID Consulting's Research Report on Mobile Phone Market in Jan.-Jun., 2007 reveals that Nokia and Motorola occupied a share of 57% in the 500-700 Yuan mobile phone market and 70% in the less-than-500 Yuan mobile phone market.
Second-line domestic brands have also adjusted their product orientation. According to different market features, they have worked out differentiation product R&D and sales strategies, driven up the mobile phone customization provided by operators, produced dual-G/dual-mode dual-standby mobile phones, stock mobile phones and navigation mobile phones. Through marketing channels, these companies have also actively explored many modes such as TV-based direct selling, network-based direct selling, selling to high-end users and selling to specific areas and aimed to receive active market feedback. As the data from CCID Consulting shows, compared with the same period of last year, the sales value of Coolpad, HTWChina, K-TOUCH, Changhong, Huawei rose to a certain extent. Lenovo, the first domestic brand, made a solid achievement in sales in 2007 by adopting appropriate marketing strategies, executing strict quality control and process control in brand, product design, production and other processes, and forming its own unique product concept and design planning.
In view of the fierce competition in the current mobile phone market, domestic mobile phone brands shall follow the market and win customers by launching a series of brand popularity campaigns to interact and communicate with users. This will allow more users to better understand and know of enterprise products, which will in turn improve the novel and unique user experience in 3G, mobile phone TVs, smart mobile phones, and new technology and applications. Domestic mobile brands will hopefully immerse themselves into the hotspots of the mobile phone industry to carve out a differentiation development road, building up their brand image by first developing mobile phone TVs, GPSs and other integrated terminals, by developing high-end users for Chinese-specific handwriting mobile phones, and by cultivating rural users and developing farmer-specific low-end mobile phones. Experience has shown that differentiation strategies are an effective way to develop enterprises.
About CCID Consulting
CCID Consulting Co., Ltd. (also known as CCID Consulting), the first Chinese consulting firm listed in the Growth Enterprise Market of the Stock Exchange (GEM) of Hong Kong (stock code: HK08235), is a direct affiliate of the China Center for Information Industry Development (hereinafter known as CCID Group). Headquartered in Beijing, CCID Consulting has so far set up branch offices in Shanghai, Guangzhou, Shenzhen and Harbin, with over 300 professional consultants and industry experts. The Company's business scope has covered over 200 large- and medium-sized cities in China. Apart from home market development, CCID Consulting is establishing international cooperation links across the United States, the Asia-Pacific region and Europe, by setting up agents in the U.S., Japan, South Korea, Australia, Singapore, Italy and Russia, with the aim of going global.
Based on four major competitive areas of powerful data channels, industrial resources, intense knowledge and deep understanding of information technology, CCID Consulting provides customers with consulting, research and IT outsourcing services covering strategy planning, IT application, marketing strategy, human resources and information technology outsourcing. Our customers range from industrial users in IT, telecommunications, energy, finance, automobile, to government departments at all levels and diversified industrial parks.
CCID Consulting is committed to becoming the No. 1 brand for strategy consulting, the No. 1 consultant for enterprise management and the No. 1 expert in market research. For more information, please visit our website at http://en.ccidconsulting.com/ .
For more information, please contact:
Cynthia Liu
Coordinating Manager
CCID Consulting Co., Ltd.
Tel: +86-10-8855-9080
Email: liuyan@ccidconsulting.com
