China's Mobile Phone Market

Market barriers for Japanese vendors

Publication Date	April 2007
Publisher	THT Research
Product Type	Report
Pages	23
ISBN Number	not applicable
Product Code	THT00750

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Summary

China's mobile phone market is one of the most promising and fastest growing in the world, but Japanese handset makers have been largely shut-out of it. In 2005 and 2006 alone, four major Japanese mobile phone brands exited the China market. This white paper discusses the challenges facing mobile phone vendors in China's competitive market and reviews the market strategies, successes, and failures of major Japanese companies NEC, Toshiba, Mitsubishi, Panasonic, and Sony Ericsson. It also includes an appendix with data and tables detailing sales by distributor and type of sales channel for Toshiba, Mitsubishi, and Panasonic in 2004 and 2005.

Content

Trouble in The World's Fastest Growing Market
Unique Market
- Table 1. Top 3 Mobile Phone Brands in China vs. Japanese brands, (2004, 2005 units sold)
Market Mistakes
Misunderstood Failure
Nec
- Table 2. Table: NEC China Handset Sales, 2001-2006 (predominantly GSM models)
Toshiba
- Table 3. Toshiba China Handset Sales, 2001-2006 (predominantly CDMA models)
Mitsubishi
- Table 4. Mitsubishi China Handset Sales, 2001-2005 (predominantly GSM models)
Panasonic
- Table 5. Panasonic China Handset Sales, 2001-2006 (predominantly GSM models)
Sony Ericsson
Conclusions
Appendix: Mitsubishi, Panasonic, and Toshiba China Distribution Systems
- Table 6. 2004 China Handset Sales (units: 10,000), by nation-wide distributor
- Table 7. 2004 Home Appliance Sales, by distributor (units: 10,000)
- Table 8. 2004 Handset Retail Chain Sales (units: 10,000):
- Table 9. 2004 Regional channels (units 10,000):
- Table 10. 2004 Revenue from nation-wide distributors (unit: RMB 10,000 Yuan):
- Table 11. 2004 Revenue from home appliances
- Table 12. 2004 Revenue from Handset Retail Chains
- Table 13. 2004 Revenue from Regional channels
- Table 14. 2005 Sales by Nation-wide Distributor (unit: 10000)
- Table 15. 2005 Sales by Home Appliance Chain
- Table 16. 2005 Sales by Handset Retail Chain
- Table 17. 2005 Sales by Regional Channels
- Table 18. 2005 Revenue by Nation-wide distributor (unit: RMB 10000 Yuan):
- Table 19. 2005 Revenue by Home Appliance Retailer
- Table 20. 2005 Revenue by Handset Retail Chain
- Table 21. 2005 Revenue by Regional Channel
- Table 22. Weaknesses of Distribution Systems and Contribution to Market Failure
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