Nokia's primary market
Nokia opened its first flagship megastore in Shanghai, its largest retail site worldwide to date. Nokia is the market leader, with nearly 30% share based on sales volume. Motorola and Samsung, meanwhile, have market shares of 18.5% and 10.8%, respectively, according to Analysys International. The new Shanghai outlet, located on Nanjing East Road in a prestigious fashion and business district, is the seventh of 18 planned flagship stores overall and is the second in Asia/Pacific, following Hong Kong.
By the first half of this year, the total number of mobile phones users in China exceeded 600 million. The number of subscribers has been increasing by an average of 6.76 million per month.
In an age of experience-driven consumption, retailers must do more than simple advertising and product placement, said Colin Giles, Nokia's China president in Beijing. Successful retail requires a personalized shopping experience for consumers to interact and become familiar with the products.
"A mobile phone is no longer a traditional communication device, as it has become part of our daily lives and represents a new lifestyle. The mobile device that you use is representative of your lifestyle, taste, and preferences--ultimately, who you are," said Mr. Giles at the opening ceremony last weekend in Shanghai.
Source: AdAgeChina
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Posted, in International,Marketing, by Simone Yu on October 31, 2007 | Permalink
