Ask Xiaomi in Zhongguancun
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"In the past, Apple released two new products a year, HTC released a flagship product a month, and there was always one suitable for you. With the products of China Cool Union, there were many things to sell." Lao Li (pseudonym), who has run a store in Zhongguancun for several years, stood up from the sofa and crushed a cigarette butt into the ashtray. "Now, HTC is not doing well, Nokia and Motorola are not doing well, Xiaomi's transparent prices are not selling well, and China Cool Union has also started to focus on e-commerce. We have nothing to sell now. The market is not good either." I can testify to this. From the time I entered the store to the time Lao Li said this, in 40 minutes, no one came into the store to buy anything, Lao Li did not receive a call asking about the goods, and there seemed to be no customers wandering in the corridor. This is of course related to Lao Li's store being on the 9th floor. But at 4 pm this Wednesday, I went all the way from the first floor of Electronic World to the fifth floor and saw more people selling things than buying things. It is not an exaggeration to describe this concentrated electronic product market in Beijing as "deserted". "The overall economic situation has been bad in the past two years, not just for mobile phones. I asked other friends who run physical stores and the situation is the same." Lao Li said. This topic has actually deviated from the author's purpose. The editor heard that the recently released Redmi Note was hyped up to 1400+ by the channel, so he came to Zhongguancun to find out. "If we now find an upstream distributor to get the Redmi Note, the purchase price will be 1400 or 1500, almost doubled. How can we sell it?" Lao Li said. The editor believes that the price is determined by demand, and the price must be so high when the demand is greater than the supply. Lao Li refuted: "It's all scalpers who are hyping it up. In fact, the demand is not that strong." Now the most sold products in Lao Li's store are Apple, and the other ones are Samsung. He rarely sells Xiaomi, and has only sold less than a few units in total. "The information is too transparent. Take Mi 3 for example. The official website price is 1999, but we add in labor costs and sell it for 2100. People just can't understand that. Those who come to us to ask about Xiaomi are all the newbies among newbies. They don't care. Once they hear that your price is more expensive than online, they will just leave. For example, the Xiaomi power bank is 69 yuan on the official website, but it may become 89 yuan here. It's hard to explain to customers, so I simply don't do it. I spend 50 yuan to buy a power bank and sell it for 70 or 80 yuan. That should be fine, right?" As a terminal distribution store, Lao Li and his team don't deal directly with Xiaomi. When asked about the source of goods from upstream suppliers, Lao Li and his partner had different opinions. Lao Li believed that as long as they were purchasing in large quantities, they must have been authorized by Xiaomi and could purchase directly. For example, large Taobao stores purchased goods from Xiaomi at the original price and then sold them at a slightly higher price. Lao Li's partner, who was in charge of channels, said with certainty that Xiaomi did not do channels. Those scalpers rented servers and wrote scripts to grab F codes (half a month ago in Hangzhou, the editor heard from Alibaba Cloud that scalpers rented Alibaba Cloud servers to grab Xiaomi), and then collected some from some scattered students or netizens, and then bought mobile phones from Xiaomi, and then shipped them to dealers. Before going upstairs, I randomly asked two stores on the first and second floors. Both of them had Mi 3 for sale, with a price increase of 100 and 300 respectively. In order to confirm the authenticity, I asked the source. All the staff went out to grab the F code manually. The salesman said proudly: "Of course we can grab it, whether it's one person grabbing or ten people grabbing together." The online rumor that as long as the order is enough for 10,000, you can get the goods directly from Xiaomi does not seem to be true in Zhongguancun. The big guys in Shenzhen Huaqiangbei may have greater abilities. This remains to be verified. "Compared with Huaqiangbei, we are just a small fight here." Lao Li's partner said. "I don't think Xiaomi will do offline business in the future. The profit is too thin and there is no room to give to channels." Lao Li said that people who buy Xiaomi are mainly divided into three waves. One wave goes to the official website to buy, one wave goes to Taobao to buy, and another wave goes to buy contract phones. Few people come to places like Zhongguancun to ask. Xiaomi disrupts the situation, and China Cool Alliance is doing e-commerce. The terminal stores in Zhongguancun have no machines to sell. Will it be very depressing? Lao Li said: "We sell whatever can make money. If someone wants Honor 3c 1100, we will go to the dealer to get it. If no one buys Redmi Note 1400, we will not make it. We are very flexible. Xiaomi hurts its competitors. It is equivalent to setting a benchmark in terms of configuration and price ratio. The phones that used to sell for 1500 in China Cool Alliance may only sell for 999 now. Xiaomi really hurts them." As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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