Online vs. offline: cell phone brands under fire from offline retailers


India’s four biggest mobile phone brands are set to face the wrath of offline mobile resellers, whose sales have fallen by around 65% this holiday season, even though mobile phones remained the top-selling items on the market. e-commerce platforms.

Supported by the All India Mobile Retailers Association (AIMRA) and led by the Gujarat chapter of the association, mobile retailers held a nationwide meeting in Ahmedabad on Monday and decided to halt new purchases from the four major brands. of mobile phones that offer discounts on e-commerce platforms and sell like hot cakes.

“About 200 people, including representatives from the national sections of AIMRA, joined the dealer associations gathered today and decided to stop further purchases from the four main brands, namely Mi, Oppo, Vivo and Samsung . They offer exclusive models and big discounts on online platforms. They use our stores to showcase their products, but offer discounts online. So at the end of the day the customers will go online and we will end up with an inventory, ”said Nilay Shah, vice president of the Mobile Dealers Association of Ahmedabad (MDAA).

Talk to Activity area, Shah said, “All members have decided that we will cover all the posters and branding of these four brands with black fabrics and not place new orders with them.”

Resellers claimed that a large number of resellers across the country are associated with these mobile phone companies and that each store employs an average of 3-4 people. Declining sales in offline stores are seen as a threat to jobs and entrepreneurship amid these slowdown fears.

“Offline retailers are hit hard by these discounts. Looking at the sales numbers, we don’t feel like it’s a holiday season for us. General retail trade fell 65 percent. Customers visit the stores but come back without buying because of the discounts, ”said Shah, who runs a mobile agency in Ahmedabad.

“Our goal is to make a voice heard against exclusive products, unethical discounts given by mobile phone companies on online platforms as well as e-commerce companies. There are over a lakh retailers and around 40 lakh people who earn their bread from this business. But because of such a strategy, they are on the verge of shutting down their business, ”said Nikunj Patel, president of MDAA.

Representation in this regard was made to Union Trade Minister Piyush Goyal.


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