The diversification of GPS navigation selling channels
According to the survey, the users will mainly make a purchase of GPS device through the following ways. 35.7% of the users would like to make a purchase on the IT market because most of the wholesale GPS manufacturers are transformed from the traditional digital field. And the mode is acceptable to the consumers at the same time. Also 28.9% of the users would like to choose the 4S store. The consumers can get the suggestions from the professional individuals. The rates of 3C and online shop consumers are respectively 25.0% and 15.4%.
According to the above survey, the purchasing ways are full of diversity. IT is the most important channel of the current GPS manufacturers. If you walk around the market, you find most of the counters for mp3 and mp4 player have turned to be the GPS counters. For traditional IT digital manufacturers, 70% of the sales are accomplished by IT channel.
There exist some problems in the IT channel. There is conflict between the manufacturers and agents. In order to protect its benefits, the manufacturer will choose two agents in a regional market. The uncertainty of the AR term, support value and stock may cause the conflict between the GPS manufacturer and agent. The price competition of GPS navigation in IT channel is also fierce. The reduction of the agent's profit also tightens the relationship with manufacturer. The gaming between them is a long term process.
The car products channel gradually draws attention from manufacturers. The comprehensive car products outlets are located in different parts of the country with large quantity. The GPS products can be distributed throughout the country in short time. And the service is increasingly improved in recent years. The auto parts channel is willing to cooperate with the powerful and after-service manufacturer.
The operation mode of monopoly stores gradually comes into being and the brand service becomes the focus of competition. Some powerful manufacturers have started to apply the operation mode as the consumers come to pay more and more attention to the brand consciousness. And the after service of the exclusive stores is more professional. After all, the GPS is semi-finished products. The following map upgrading and other services are very important.
Some of the enterprises mainly operate it supplemented by agency mode. They will build the e-commerce website themselves to conduct the selling. They will make the consumers know the products by good market publicity. Many manufacturers have their own e-commerce websites.
As far as I am concerned, the agency mechanism is very important. The agency is the main power of the products selling. There are few enterprises like DELL which can gain success through the direct marketing. It's proper to mainly do the business with the traditional channel supplemented by the e-commerce channel.
As the channel plays the leading role, the manufacturers will gain benefits on the condition that the profit of agency is guaranteed. After all, the benefit is the only forever friend. Of course, the manufacturer can share the risk with many channels.
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