Dell's real ambition

Recently, some foreign media reports, Dell announced plans to open two retail stores in the end of the year, are located in Dallas, NorthPark Center and the New York West Nyack's Palisades Center.

This again raises the analysis of the industry: Dell is not to give up direct sales, to switch channels?

I think the answer is no. Dell can not give up the direct sales model, Dell's direct model has sat down with PC right now the location of the world's oldest, no reason to put down the knife are used to, with the opponents have a very good test of others, but he is very strange guns, then no Unlike leather own life.

So, Dell should be doing in the end?

Not revolution does not mean rigid, Dell still needs to develop optimization. IDC statistics show that last year, Dell's growth rate is already slowing in the global market share has declined. Dell needs to find their own blue ocean, and this is the individual consumer market.

Relative to the commercial market, Dell in personal consumer market performance has been weak. In late March, Dell PC through the acquisition of personal game maker Alienware, a large-scale cut into the individual consumer market. In the U.S., Dell advertisement has been on the Hollywood fashion magazines. For the consumer market, direct sales of light weapons is clearly not enough, the consumer market is characterized by emphasis on the user shopping experience, holds a powerful position in this market, the brands are interested in using experiential marketing, to promote the most common means is to open flagship shop, shop experience, Apple is the most typical, Sony, Samsung, too. The so-called flagship store usually choose to downtown area, decorated very stylish bright, users can experience in this product, feel the brand. The company aims to open the shop so much to sell, do not say to the image display and user experience.

Take a look at Dell opened two retail stores, location is in the central business district. Dell spokesman said the two stores and no product inventory, however, customers can place orders via the web to buy this Dell product. It is said that the two retail stores in the area of more than 3000 square feet, roughly the equivalent of about 300 square meters, if only for the sales, according to Dell's sales model, but also too big a number.

Therefore, it can be a conclusion, only Dell's retail end-consumer demand for a direct understanding of the trend to expand the influence of end-consumer market, with the ultimate aim is to better develop individual consumer market.






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