Smartphone brands to ensure discount on ecommerce stores

Vivo’s X Fold made its debut a few months after Oppo, a sister brand, launched the highly-anticipated Oppo Find N. (Image: Vivo) Ahead of the festive season, offline retailers are in a tussle with smartphone brands to ensure discount and stock parity with online stores.

Smartphone brands are expected to unveil various discounts and offers for consumers during the festive season to make up for a slow start earlier this year as a result of macroeconomic headwinds weighing on demand. Retailers said they are expecting big discounts on premium smartphones and older models, while budget smartphones will see numerous bank offers.

“We had a tip-off that sales have been slow for smartphone brands and to make up for it, they are gearing up to offer big discounts on online platforms during the festive season,” said Arvinder Khurana , president, All India Mobile Retailers Association ( AIMRA ). “We are meeting the leadership teams of smartphone brands to lobby for parity in discount schemes as well as prices for both online and offline segments, and to ensure adequate stock for retailers.”

The association has met leadership of top brands such as Xiaomi, Vivo and Oppo. “We have made it clear that retailers will not be burning capital on their own to match the lower online prices this time. Instead, they will sell phones at online prices, and bill the distributor for the difference in amount,” said Khurana.

The brands, on their part, have given a positive response and assured retailers of adequate stock and discounts, he said.

Meanwhile, the AIMRA has called for a boycott of Realme, in a letter to the company dated September 6, on grounds such as not maintaining ample stocks in mainline retail and making models available exclusively online. ET has reviewed a copy of the letter. The association will be […]

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