After Xiaomi gradually achieved success, mobile phone manufacturers pursued online channels, and now offline channels have also become a hot commodity, triggering mobile phone manufacturers to compete for layout. Following last month's announcement of a partnership between 360 Mobile and Aiside to enter the offline market, LeEco and Dixintong signed a strategic cooperation agreement yesterday, with their mobile phones, televisions, and other products fully entering Dixintong's offline channels. In the eyes of industry experts, behind the collective pursuit of the offline market by latecomers in the smartphone industry, it reflects the channel transformation of the mobile phone industry.

According to the agreement, in 2016, Dixintong will sell 1 million LeEco super phones, 200000 LeEco super TVs, 200000 LeEco members, and add no less than 1500 LeEco ecological experience stores, with a total cooperation amount of 2 billion yuan. In addition, May June 2016 is defined as the "Dixintong LeEco Shopping Season", during which both parties will jointly launch the second generation LeEco super phone offline.
In fact, not only LeEco and 360, but also Huawei, Xiaomi, Meizu and other companies have been continuously cultivating the offline market in recent years. In the fourth quarter of last year, Huawei launched the "Thousand Counties Plan" and has now completed nearly 200 counties and cities. At the same time, Huawei announced this year that it will increase the construction of brand experience stores, core retail zones, and counters.
Xiaomi also made its first attempt to sell its mobile phone products in Xiaomi Home offline stores nationwide in May last year; In 2015, Meizu's offline specialty stores grew from 1000 to 2000.
Mobile phone manufacturers are so keen on the offline market due to the huge push of offline channels on mobile phone sales. According to the latest statistics from Counterpoint, Meizu was the brand with the fastest growth in global shipments in 2015, with a year-on-year increase of up to 300%. However, according to Li Nan, Vice President of Meizu Technology, Meizu's sales in 2015 relied heavily on its huge offline channel resources, with online and offline channel sales accounting for approximately 3:7%

。

The stronger the offline channel layout of mobile phone manufacturers, the stronger the growth momentum. According to the latest data released by IDC, in the first quarter of 2016, Huawei, OPPO, and vivo showed significant growth in global smartphone shipments, with OPPO and vivo replacing Xiaomi and Lenovo to rank fourth and fifth.
Industry experts point out that offline channels have a significant impact on mobile phone sales, partly due to the shrinking growth space of the online market and the significant reduction of customized subsidies from operators. In addition, with the improvement of user experience in mobile products, consumers are more inclined to rely on firsthand experience; On the other hand, down-to-earth marketing and promotion in offline stores can guide online channels and ultimately drive further growth in online sales.
Feng Xing, President of LeEco Mobile, also stated that the strategic cooperation with Dixintong aims to improve the omnichannel layout of LeEco mobile phones, including online self owned stores, online third-party e-commerce platforms, operator channels, and social channels. Among them, social channels cannot be ignored. They are not only the carrier of sales, but also a battlefield for the promotion of product and brand popularity. The largest and most powerful social channel in China is Dixintong.

There is no pure operator brand, nor is there a pure online brand, "Liu Lirong, Chairman of Jinli, previously described the positioning of mobile phone brands in this way. Feng Xing believes that in the future, mobile phone manufacturers must pay attention to the development of all channels in their channel layout, and any technology oriented manufacturer will not develop well.
Hong Shibin, an expert member of the Internet Marketing Committee of the China Internet Association, said that the mobile phone channel has changed. For online and offline channels, they cannot be simply regarded as two separate channels. In fact, they complement each other and complement each other. The future competition will also shift more from a single online to an omni channel model. In the future, the comprehensive development of online and offline will be a new threshold for competition among mobile phone manufacturers

。