Did Samsung NFD succeed?

Recently, on the recruitment website, Samsung Mobile and Putian Lee Tae started recruitment quietly at the same time, and both sides mentioned NFD project at the same time, and also started a "recruitment war". Does this mean that Samsung mobile phone has started the biggest channel reform since it entered China? The author searched for a long time in the collection, but he couldn't find a word. However, based on the explanation of the recruitment position, we can only speculate that this may be a new attempt by Samsung to stabilize China's position as the "second child" and even challenge the position of the boss.

NFD, the full name of the national direct control agent, was first introduced by Nokia, with Lianqiang International as the carrier, and began to implement Nokia's new marketing model in 2008. The introduction of NFD has effectively solved the disadvantages of Nokia's previous FD (Direct Supply Agency) model, not only can the sales policy be consistent nationwide, but also can effectively reduce the imbalance of regional growth caused by the mixed FD, and also reduce the occurrence of regional goods smuggling to some extent. It can be said that NFD has made great contributions for Nokia to maintain its unattainable market share in China.

Now Samsung has quietly started such a channel revolution. Is it carefully prepared or occasionally? It is still unknown, but if you think about it carefully, whether NFD is the source of happy marriage or the source of quarrel for Samsung is unknown.

The key of NFD lies in the choice of operators and the strong strength of manufacturers. Lianqiang International is the largest mobile phone agent in Taiwan Province Province. In the face of this huge cake in the mainland market, I have been salivating for a long time, but I have never been able to get in. Nokia has just become their best choice. In the domestic market, Nokia's product coverage is the widest, which is just the best brick for Lianqiang. As a result, one party has the money and experience in market distribution in Taiwan Province Province, while the other party has the most effective products and the strongest terminal coverage, and both parties hit it off. With the help of Lianqiang's financial strength and existing IT distribution platform, Nokia gained the most powerful control over the terminal. With the help of Nokia's strong products, Lianqiang entered the unfamiliar mainland and reached the greatest possible coverage. Both sides have their own needs, and outsiders seem to be happy recently.

But for the affection between Samsung and Putian Lee Tae, can it be so wonderful?

First of all, Samsung has grown rapidly in recent years. Although it is the second child in the industry, its share is only half that of Nokia. One of the reasons why Samsung won the second place is to rely on its own national generation model, and then distribute the basically homogeneous machines to several generations for operation through machine-sea tactics. Under the life-and-death struggle of everyone, Samsung's brand share has been inadvertently improved, and the second is to ship ultra-low-end models with the help of operators.

However, in detail, although Samsung has made great efforts to build a nationwide service office in recent years, the number of factory employees has also increased by geometric multiples, but it is still far from Nokia's human and material resources investment in terminal people. At present, Samsung's factory staff mainly focus on the display and sales promotion of key stores (referring to stores with Samsung counters) and the coordination of various agents. As for the coverage and management of end customers, especially township customers, it is far less than Nokia. The NFD model emphasizes the coverage of terminals, because only a wide range of coverage will form effective sales, and only a substantial increase in sales will have practical significance. At present, judging from the personnel setting, responsibilities and responsibilities of Samsung manufacturers, the personnel of the manufacturers can not meet the requirements of NFD model and sales. Finally, if NFD models can only be listed by Samsung's key customers, but there is no way to reach the second and third tier market terminals, it is meaningless.

Let's look at the other side of this marriage, Lee Tae, Putian. These are 1 established state-owned enterprises, which once had stable official positions in the mobile phone market. However, due to the fact that Yin Tian Ai Shide and other national distributors are increasingly adapting to the situation of in-depth distribution of mobile phones, a sudden emergence in 2004 forced this once-popular man to take a back seat. But it is deeply rooted in the mobile phone industry and will not be shaken for a while. So is it a good choice for Samsung to use Lee Tae as NFD platform? I don't think so. At first, Lee Tae was not even stronger. The latter is more unfamiliar to the mainland market and has to rely on Nokia's development channels. But Lee Tae itself is an old brand in the mainland market, which will definitely make Lee Tae unable to make 100% efforts like Lianqiang. Secondly, Lianqiang only helped Nokia, and helped only one party to increase the risk, but on the other hand, it also effectively forced Lianqiang to play a deep spirit, while Lee Tae was not only unclear with foreign brands such as Sony Ericsson, but also with some domestic brands. Carelessness will be Lee Tae's biggest shortcoming in this NFD marriage. Third, Lee Tae had helped channel customers too much before, so there will definitely be some questions to be answered. Then, when it supplies to channel customers as Samsung's NFD, will it be disturbed before? The author believes that this is also not to be underestimated.

Based on the above conclusions, implementing NFD mode may be the best way. "I came here gently." I hope Samsung can take the NFD step well, and don't "wave your sleeves" and "roll away the clouds" at the end.