India's online smartphone shipments increased 23% year-on-year | over the previous year's overall market average

According to Counterpoint, a technology market research firm, Micron’s overall online smartphone shipments in India increased by 23% year-on-year, exceeding the overall smartphone market average in 2017. Seasonal sales activities, aggressive promotions and The value of domestic brands promotes the demand for online channel sales.

Karn Chauhan, a research analyst at Counterpoint, commented on the findings, saying that only high-profile, low-cost smartphone models offered by online platforms have achieved unprecedented demand breakthroughs this year. The demand for this model is not only online, There is also offline, because offline customers need more attractive models, such as red rice Note 4. This has led to a clear channel expansion strategy, that is, offline business development, to help provide an attractive model like Xiaomi. The supplier. In 2018, many brands will learn about Xiaomi's online and offline portfolio strategy.

Tarun Pathak, deputy director of Counterpoint Research, said when talking about the competitive landscape, this year's online sales of smart phones in India accounted for one-third of the total sales, ranking first in the world. Flipkart led the online smartphone channel, in sales and Sales accounted for more than half of the market share, and took a leading position on the Amazon platform. However, Amazon also increased its sales and sales by nearly one-third of the market share. The Indian online channel market has become Flipkart and Amazon's double-headed market, which together accounted for 84% of total shipments and 87% of total sales.

To attract more consumers, Flipkart and Amazon introduced nearly 100 exclusive SKU models this year, which has attracted many brands and consumers. However, these platforms will have to adopt multiple strategies to send more The goods area, mixed offline shops and after-sales service centers to attract more users to the online platform.

Figure 1: India's online smartphone shipment market share in 2017

Figure 2: India's online smartphone shipment market share market analysis: • In 2017, India's online smartphone market shipments accounted for more than 30% of total smart phone shipments, with an annual growth rate of 23%. Flipkart, Amazon Online sales activities such as India's big sales, promotions and concessions have contributed to the development of the market. • It is estimated that by 2018, the share of online channels will continue to be stable, because all major brands are using hybrid channels (online + offline). Strategies to increase the nationwide influence of products. • In 2017, Flipkart took over half of the online smart phone channels, followed by Amazon and Mi.com (millet), and some models sold online only contributed online. The vast majority of sales. • Flipkart and Amazon’s smartphone sales increased by 43% and 33%, respectively. • Amazon’s increase in online high-end smartphone shipments in 2017 was driven by the addition of the OnePlus and Apple models. 63%. Flipkart reached nearly 31%. • Paytm achieved a slight increase in 2017, most of which came from discount promotions for high-end smartphones such as the iPhone. Paytm's work would be better completed in 2018. , Multi-party cooperation is needed, because discounts alone are not marketing long-term solutions. • The first three online smartphone brands contribute 75% of the online smartphone market. • Xiaomi, Lenovo and Samsung are both Flipkart and Amazon's three brands • Xiaomi is very popular among users and has a 44% market share in the smart phone market. Red rice Note 4, red rice, and 4A are the top-selling domestic brands. This helped Xiaomi return in 2015 and early 2016, returning strongly in 2017 and leading the Indian market. • The Motorola Moto C/E and mid-end Moto G models helped Lenovo rank second. Huawei, the world’s third-largest brand and China’s leading brand, has won wide attention in this important market. After reducing the offline subdivision strategy in late 2016/early 2017, it returned to the online market segment with its “honored” brand to help Huawei. This year it gains a certain market share. • Micromax is the only Indian brand and it is one of the top five brands selling by Canvas Infinity. • Xiaomi, Huawei and Apple are the fastest growing online brands in 2017. The annual growth rates are 219%, 126% and 105% respectively. • The annual growth rate of ASP in the online smartphone market is 11,500, which is 5% higher than the offline channel. • In 2017, nearly 100 were launched on online platforms. Exclusive smartphones. Smartphone brands have also introduced special models, such as custom-made special colors. • Currently, only online brands have expanded offline to achieve growth. Xiaomi has the support of Xiaomizhijia. , and Motorola's offline expansion is based on Moto Hub. (Proofread/Fan Rong)

Figure 3: India's Online Smartphone Market Share in 2017

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