Gartner Research

Market Trends: Consumer Devices Distribution Channels in China

Published: 10 June 2013

ID: G00235627

Analyst(s): Eileen He, Roger Sheng


Consumer device manufacturers must adopt new channels and reform existing ones to improve performance. This note is appropriate for the sales and channel leaders of consumer device manufacturers who are responsible for building and improving channel and go-to-market strategies in China.

Table Of Contents


Market Trend

  • Trend 1: Buying Behavior Patterns Are Changing
  • Trend 2: Vendors Are Evolving Their Sales Strategies
    • Online Stores Have Become a Key Additional Investment for Vendors
    • CSP Channels Are a Battlefield for Smartphone Providers to Compete Through Diversified Bundles
    • Market Leaders Offering Full Product Ranges and Innovative Technologies Are Investing to Build Up Direct-Branded Stores or Experience Centers for Better Managing Consumer Experience and Feedback
  • Trend 3: Traditional Channel Players Must Find Ways to Sell More High-Growth Products and Transform to a Branded Approach
  • Trend 4: Vendor's Hybrid Channel Solutions Are Further Streamlined by Factors Including Region, Product Category, Subbrand and Price Band

Contrarian View

Recommended Reading

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