“Gionee pro­vides Su­per Ser­vice to Cus­tomers”

In a one on one with PC Quest Alok Shri­vas­tava, Re­gional Di­rec­tor North, Gionee In­dia shares the mar­ket­ing strate­gies and talks about up­com­ing launches of the com­pany.

PCQuest - - CONTENTS -

With await­ing launch of M7 Power, right now what is the prod­uct port­fo­lio of Gionee?

Gionee has al­ways in a phi­los­o­phy that it will not launch num­ber of mod­els and in each of the price seg­ment it should have one model. In terms of price point, we have one model in 10K, one in 10K to 15K, same in the up­per cat­e­gories. Very soon Gionee is go­ing to launch new mod­els in the range of 15k, 13k and 19k. There are 4-5 mod­els to launch and all the mod­els will be in 4G. In De­cem­ber we will have an­other range of port­fo­lio. They all will be on the theme ‘su­per selfie and su­per bat­tery’.

What are the lat­est trends you are see­ing in mo­bile In­dus­try?

At the price point of 8k to 25k there is not too much dif­fer­ence in terms of fea­tures. So it’s just about some theme which you have to cap­ture like selfie cam­era is the theme and this price point. So we have this theme of ‘su­per selfie and su­per bat­tery’. In terms of re­tail land­scape, we are see­ing a chain of stores which are be­com­ing big­ger and big­ger. In chain stores each shop­keeper has now 7 to 6 stores. Right now, we have 40,000 out­lets in­clud­ing LFRs. We also have 100 ex­clu­sive stores and part­ners who we are plan­ning to make 250 by this fi­nan­cial year.

From where are you get­ting most trac­tion, is it off­line or on­line plat­form?

Gionee has al­ways been an off­line brand. We have never built too much in on­line space. Gionee wants to build the brand where it can pro­vide good prod­uct to cus­tomer with good price. And the big rea­son of not do­ing on­line mar­ket­ing is that we don’t want to dis­turb or lose our off­line part­ners. We have 70% to 80% trac­tion from off­line and hardly 5% from off­line so we don’t want to com­pro­mise on our price. So we will con­tinue with off­line and in­vest­ing in build­ing brand will con­tinue.

What is the GTM strat­egy of Gionee?

Gionee is in a stage where it has al­most re­vamped from price point per­spec­tive. The en­tire range of prod­uct has been moved to 8K to 25K or be­yond that. We be­lieve in giv­ing good ex­pe­ri­ence to our cus­tomers in terms of ser­vices. Gionee is known for its bat­tery for life in the mar­ket and su­per selfie about a su­per cam­era which can let you click good selfie’s.

We build qual­ity in our prod­ucts which makes us dif­fer­ent from other brands. The com­pany is grow­ing very fast in In­dia leav­ing the en­tire In­dian brand be- hind in the mar­ket. We have main­tained our po­si­tion in the busi­ness with 600 hun­dred mar­ket share.

What is your chan­nel struc­ture? How many cities Gionee has reached out?

Chan­nel is es­sen­tially off­line and we have 20 na­tional dis­trib­u­tors and 600 re­gional dis­trib­u­tors. There are num­ber of re­tail­ers who sup­ply our prod­ucts. In terms of num­ber of cities, we are there till T4 towns. And in all towns we have around 50000 or above cus­tomers. Cur­rently we have 600 ser­vice cen­tres. From last year we be­come more ac­tive in terms of es­tab­lish­ing the cen­tres all over the coun­try as we don’t want our cus­tomers to go to other ser­vice cen­tre or should get the ex­pe­ri­ence of other brand as well.

Tell us about your man­u­fac­tur­ing unit?

We have 2 man­u­fac­tur­ing units, one is at Noida and an­other one is at Hy­der­abad. As Gionee’s strat­egy is man­u­fac­tur­ing we have also signed MoU with Haryana gov­ern­ment. There­fore the com­pany is in process of fi­nal­iz­ing plans for hav­ing its own fac­tory in Farid­abad, Haryana. We have planned a fully in­te­grated fac­tory so all our sup­pli­ers who man­u­fac­ture for us will be in the same project. But this will take some time. We are work­ing on it; maybe it will take more than 1 year.

Alok Shri­vas­tava, Re­gional Di­rec­tor North, Gionee In­dia

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