Donghai liu
Founder of d.phone
The new trends of mobile consumer market in China




                           D.Phone--The Leading Mobile Retailer in C...
Subject

●Three mobile consumer market segments in China from D.phone perspective
and their features

● Mainstream mobile ...
China Market          Market area &                Market features & competitive
Segmentation          description        ...
1st Trend

Mainstream mobile consumers are getting younger: those with
ages from 18 to 35 are the main buyers, especially ...
2nd trend

 Urbanization – emerging town market in China. If D.Phone opens two new
 stores in a typical town in China, it ...
3rd Trend
Consumer needs in 3G era are changing from voice communication
alone to mobile internet
Mobile Internet includes...
4th Trend
Promotion and marketing publicity, from the traditional media into a
full-face product promotion

Multimedia adv...
Thank You !



  D.Phone--The Leading Mobile Retailer in China
li shanyou
founder and ceo, ku6.com
Donghai Liu - D Phone - Ericsson Business Innovation Forum 2010 - Shanghai
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Donghai Liu - D Phone - Ericsson Business Innovation Forum 2010 - Shanghai

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Donghai Liu - D Phone - Ericsson Business Innovation Forum 2010 - Shanghai

  1. 1. Donghai liu Founder of d.phone
  2. 2. The new trends of mobile consumer market in China D.Phone--The Leading Mobile Retailer in China
  3. 3. Subject ●Three mobile consumer market segments in China from D.phone perspective and their features ● Mainstream mobile consumers are getting younger ● Following the urbanization of the countryside market, mobile phones are entering into emerging towns in rural China ●Consumer needs in 3G era are changing from voice communication alone to mobile internet ●Marketing channels in mobile phone sector have changed from print media to multimedia platforms D.Phone--The Leading Mobile Retailer in China
  4. 4. China Market Market area & Market features & competitive Segmentation description environment Beijing, Shanghai Highly developed; Competition mainly comes 1st Class Market Shenzhen, Tianjin etc. from 3C chain store; both 3C chain store and Main developed cities mobile chain store leading the market. D.Phone in China maintains a stable market share in the 1st Class Market. Changsha, Chengdu, The level of competition is in between 1st and 3rd 2nd Class Market etc. The capital city in Class markets. Mobile chain stores leading the each province mobile consumer market , 3C chain stores are upcoming Other areas such as Competition comes from local chain stores. 3rd Class Market counties, countryside, D.Phone leading the mobile consumer market in etc the 3rd Class Market D.Phone--The Leading Mobile Retailer in China
  5. 5. 1st Trend Mainstream mobile consumers are getting younger: those with ages from 18 to 35 are the main buyers, especially those who were born in the 80s and 90s. Our strategy has to be in line with their life styles and consumption needs. Mainstream mobile consumers D.Phone--The Leading Mobile Retailer in China
  6. 6. 2nd trend Urbanization – emerging town market in China. If D.Phone opens two new stores in a typical town in China, it will grab 60% share of the local market. Cell phones demand in T3 -T6 significantly expand the market demand 400 100% 10 % % Prices fell greatly with the cost 320 80% 300 Rapid growth in rural 299 272 reduction areas as a new niche 245 260 232 226 60% 200 market 193 198 172 152 159 127 148 3G & 3.5G HSDPA phones will enter 40% 119 94 93 109 towns and counties 100 79 84 85 56 65 20% 51 45 51 37 37 11 20 0 0% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008e 2009e 2010e 2011e 2012e D.Phone--The Leading Mobile Retailer in China
  7. 7. 3rd Trend Consumer needs in 3G era are changing from voice communication alone to mobile internet Mobile Internet includes the following services: Music, Photos, Short Video, Mobile Search (MS), and Mobile TV. The following chart shows MS is rapidly gaining popularity among mobile value- added service users. D.Phone--The Leading Mobile Retailer in China
  8. 8. 4th Trend Promotion and marketing publicity, from the traditional media into a full-face product promotion Multimedia advertising including SNS social networking, kaixin, BBS, ebay, Youku, Taobao, and large-scale public relations activities on top of the traditional print media advertising D.Phone--The Leading Mobile Retailer in China
  9. 9. Thank You ! D.Phone--The Leading Mobile Retailer in China
  10. 10. li shanyou founder and ceo, ku6.com

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