The one-plus-one mobile phone, known as the "Little Prince of Brush" in the industry, has just launched its flagship one plus three in the first half of this year. Unexpectedly, this flagship phone was only released for more than two months, and the addition of the last two offline stores faced a difficult situation.
Recently, OnePlus officially announced the complete closure of offline self-operated stores in Beijing and Shanghai. Before this, the 45 first-line plus offline experience stores have gradually closed. This also means that one plus will become a pure e-commerce handset brand in China. Earlier, Liu Zuohu also disclosed that one plus will focus more on online channels and products will take the best route to promote sales and brand development through word of mouth.
One plus the problems currently facing are similar to many domestic small and medium-sized Internet mobile phone companies, mainly because the input and return are inversely proportional. One plus mobile phone is a niche boutique in China, with underline coverage, brand awareness, low appeal, narrow audience, etc., so the product is difficult to become a national, national level explosion. Compared with the previous foreign buying rush, one plus three performance in the domestic market does not seem to be prominent, which means that one plus there is not enough financial support to the layout line.
In contrast, the Meizu people who once took the same fine lines as the minorities carried out drastic reforms after Huang Zhang returned to power. In early years, Huang Zhang’s domineering saying “love to use, not to love to use†has ceased to exist. Instead, it has become similar to Samsung’s “not good to use, we have changed†and gradually succumbed to the market and consumers. Therefore, Meizu now develops well both online and offline. Obviously, this is exactly the opposite of the one plus one.
However, in my opinion, one plus this decision can be understood. After all, Xiaomi and Meizu are now expanding their product lines horizontally, and there are only a few products back and forth, and some of them have been discontinued. With such a small scale, its offline experience is indeed too single. Obviously, this is also a measure to be done. However, the problem lies in whether the promotion of product sales can be really promoted by purely word-of-mouth without consumers experiencing it.
This article from the Tencent News client from the media, does not represent the views and positions of Tencent News
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