Research On The Sales Channel Conflict Of Xiaomi Mobile Phone

The mobile phone market as China's largest consumer electronics products market,has met a domestic retail sales of 471 million units in 2016,with an increase of 12.2%.At the same time,Xiaomi mobile phone ranked to fifth,in China's smart phone market in the2016,down by 36 percentage points.But as competitor,Oppo and Vivo are making huge progress in taking the market share.As a matter of fact,low penetration rate in offline sales channel and slow offline channel development lead to Xiaomi phone sales decline.This paper aims to study the Xiaomi mobile phone sales channels,from which to explore the conflict between the establishment and management of the channel,as well as how to deal with the conflict of Xiaomi phone and provide solutions.This paper chooses the Xiaomi brand as the object of the mobile phone sales channel conflict research,on the basis of the literature analysis,combining with the actual operation of Xiaomi company,and has made detailed description on conflicts among the operators,agents and Xiaomi,and as well has compared the online sales channels and Offline retail channels,and then pointed out that the online store price control is of great importance for maintaining the entire price system.Then comes to solution for the most serious form of harm-fleeing goods among offline retail,cattle and agents.This paper has concluded that the difference of business objectives is the main cause of the conflict.It is expected that through the Xiaomi mobile phone channel conflict research,the channel management of consumer electronics can be inspired.