Multi-country seizures of copycats and copycats: overseas markets fell by 50%
Singapore seized 15 Chinese mobile phone arrests, Spain seized 8 Chinese mobile phone arrests, and India seized 23 Chinese mobile phone arrests ...
In December, there were reports from the cottage factory in Shenzhen that the cottage was frequently blocked in various countries, and the cottage mobile phone has suffered setbacks in overseas markets. Affected by this, the cottage netbook, which has been dominated by the export market, also suffered from Waterloo-sales in the overseas market in the past two months have fallen by about 50% from the previous one.
Check the copycat machine and copycat
In June and July of this year, cottage netbooks encountered a big wave of sand reshuffle in the domestic market. Subsequently, in many domestic first-line markets, cottage netbook channels were withdrawn in large numbers.
The domestic market was frustrated on a large scale, forcing the cottage owners to turn their attention overseas and switch to the export market. From August to October, according to the feedback from the Shenzhen cottage factory, the overseas market of cottage Internet market has grown against the market. According to a statistic reported by the reporter at the time, starting in August, more than 70% of the sales of Shenzhen ’s mainstream cottage factories came from overseas markets. In September and October, for two consecutive months, the cottage market for netbooks sold from 30K (30,000) a month The sales volume has rapidly increased to 50K / month.
"Through these two years of exploration, Shenzhen Shanzhai's overseas marketing network and market expansion have made great breakthroughs, and a large number of foreign trade companies have been born from this." The head of the export department of a Shenzhen Shanzhai factory said, "especially Dubai is the most mature in Southeast Asia and the Middle East, and Shenzhen Cottage has a large market share locally. "
However, in November and December of the end of the year, many countries started to investigate the activities of China's cottage business. The overseas cottage market has changed dramatically. After the smell of the wind, cottage dealers in various countries have obviously shrunk their import and sales business.
"The psychological impact is greater than the actual impact." A Shenzhen cottage owner said, "Actually, there is an essential difference between a cottage mobile phone and a cottage netbook, and there is no foreign investigation of the cottage."
Checking the copycat directly affects the copycat, in fact, it has a precedent in the domestic market. The reporter learned that as early as June and July, the cottage netbooks encountered a large number of withdrawals in the first-line market. The reason for this is that despite the poor sales and the impact of the upstream cottage factory clearance and delisting, there is another extremely important factor. That is, since June and July, in many first-tier cities, local industrial and commercial bureaus have launched a "clearing and copying the cottage" action, which directly affects the cottage netbooks.
"At that time in the domestic market, many copycat netbook dealers were frightened, and finally withdrew from the copycat sales." A copycat dealer said.
Over half of the decline in the export market
In the past few days, the data obtained by reporters from several mainstream cottage factories in Shenzhen shows that in November and the first half of December, in the overseas market, the cottage netbook sales have rapidly declined from the previous 50K / month sales to less than 30K / month sales today. More than half of the decline.
In addition to checking the copycat machine and making the copycat hit hard in the offshore market, some copycat owners believe that the export market has suffered a significant setback during this period due to other factors:
First of all, in foreign markets, the 1-2 months before Christmas is usually the peak purchase period. Therefore, September and October are the periods when foreign purchases are concentrated. After that, the export market has shifted into the off-season.
Secondly, the sudden crisis in Dubai in the Middle East has a more or less direct impact on the sales of cottage. According to a reporter's investigation, in the export market of Shenzhen's cottage, in addition to India, Singapore, the Philippines and other Asian countries, the Middle East and Africa have always been the main export destinations of cottage netbooks, and the Middle East is also a "transit station" for Africa.
"After the Dubai crisis, it objectively affected the local sales of the cottage, and more importantly, affected the African and European markets." Said a cottage owner.
Again, the continued growth of overseas orders is weak. In the interview, many cottage owners revealed that although overseas orders grew rapidly in September and October, they were mostly short-term orders and the number was relatively small. In fact, this was also reflected in several large-scale exhibitions mainly for export held at the time.
On the eve of the Canton Fair in October, the 2009 Electronics Show hosted in Hong Kong attracted the participation of many cottage netbook manufacturers. Later, according to a statistic data obtained by the reporter, at the Hong Kong Electronics Fair, there were close to 800 booths for netbooks and GPS, most of which were cottage manufacturers from Shenzhen.
"At that exhibition, although the demand for netbooks, car GPS and other products was very strong, most of them were short-term emergency orders in small quantities. Moreover, due to the impact of the financial crisis, foreigners pressed prices very strongly." The cottage owner told reporters.
Afterwards, the Canton Fair was regarded as a "barometer for the export market" by the cottage owners. At that time, some industry insiders predicted that if the cottage netbooks could not gain something at the Canton Fair, there would be a number of cottage manufacturers delisting.
"From the Canton Fair and the subsequent Hi-Tech Fair, there has been news that the export market is not optimistic. At that time, many cottage factories that depended on export for export felt that the prospects were not good." A reporter familiar with the cottage said, "And At the end of the year, there were frequent news of hacking of copycat machines in various countries, which undoubtedly made the overseas market of copycat even worse. "
The domestic market doubles against the market
The overseas market has been hit hard, but what is surprising is that in recent months, the sales of copycat netbooks in the domestic market have turned upside down.
A reporter's field investigation at the Shanzhaiben manufacturing base in Shenzhen a few days ago found that with the large-scale reshuffle of cottage netbooks, there are currently fewer than 10 netbook factories in Shenzhen that really have their own technology and manufacturing capabilities. After several ups and downs, the only remaining 10 or so cottage factories have almost strengthened the same belief-based on the road of brand development, the reporter contacted five or six of them and found that they were all doing The same thing: Recruitment channels across the country and the development of regional markets.
"Over the past year, the facts show that for the cottage, only by completely getting rid of the" low quality and low price "hat and basing on brand-style development will there be a way out." A cottage owner told reporters, "Although Low-end customers will prioritize the price, but as laptops, consumers have a strong brand awareness, which requires that cottage netbooks must be branded and serviced. Only in this way can long-term development be achieved. "
The reporter found that some of the cottages are working hard to build their brand: spend great efforts to establish specialty stores in professional IT stores at all levels of market; expand regular national repair service outlets; make big fuss about product differentiation and innovation, etc.
Interestingly, in an interview with reporters, these cottage owners are deliberately avoiding the term "cottage". "First of all, we must do a good job of product positioning, find out the differentiated advantages of our products, and make them high-quality products, rather than blindly low prices." One cottage owner said, "After the big reshuffle, the remaining manufacturers began to focus on brands. The quality and service of the products have improved by a grade compared to before, and the sales of cottage netbooks in the domestic market will also gradually increase. "
In fact, this idea of ​​the cottage master is also becoming a reality. The data obtained by reporters from several mainstream cottage manufacturers and downstream channel vendors in Shenzhen shows that in recent months, the sales of cottage netbooks in the domestic market have increased from less than 30K / month to nearly 50K / month, and sales have doubled. .
The reporter saw in the market that many cottages are currently engaged in "two festivals" promotional activities for the upcoming Christmas and New Year's Day, and among the cottages in the terminal market, the large-screen cottages dominated by high imitation apples Still unique. According to the familiar cottage owners in Shenzhen, the current shipments of high imitation apples have exceeded 15K / month.
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