Wednesday, March 12, 2008 Cebu market shifts to quality from low-priced commodities
THE Cebu market is now less particular about price as consumers look more for quality goods—a shift that is welcomed by a Cebu-grown cell phone distributor.
“We now have a more educated market. Buyers are now highly intellectual. They are now conscious about warranty handsets,” said Maharlika Mar, Junrex Cellphones and Accessories Inc. (Junrex) vice president for operations.
In an interview with reporters last Friday, Mar said this change in the buying habits of many Cebuanos has pushed Junrex Holdings Inc. (JHI) to increase its visibility in Metro Cebu.
She revealed that Junrex will be opening three more concept shops in SM City Cebu before May this year, partnering with cellphone giants Samsung and Sony Ericsson. Junrex will also partner with Motorola and open its first concept shop outside Metro Manila.
She said the Junrex-operated Nokia and Samsung concept stores at the Ayala Center Cebu are “widely visited” because each display only one brand and both offer good customer service.
She said JHI is also planning to expand its Mobile City brand in smaller malls in Tabunok, Talisay City and Lapu-Lapu City.
“The market is evolving. So we are trying to capture the different markets by differentiating our shops,” said Junrex business development manager Maggie Cabrera.
Junrex, as a “prime brand,” captures the middle- to high-end market, like call center agents and working professionals, she said.
The store sells high-end cell phones and accessories, digital cameras and other electronic gadgets. Mobile City, on the other hand offers affordable entry-level mobile phone units for the mass market.
Despite the existence of many cell phone shops in Metro Cebu, Mar said Junrex does not see these retailers as competitors. Customers of these shops are potential clients for after sales services, she added.
AirTouch, also a company under JHI, is a service center for non-warranty mobile phones.
Mar is optimistic cell phone retailers still have room to grow as 70 percent of the country’s mobile business market is still untapped.
Still, Junrex will intensify its marketing efforts, said corporate and consumer sales manager Joy Encallado.
Starting today until March 18, Junrex and Nokia will hold an exhibit that will offer discounts and freebies to 2008 graduates.
Junrex is also authorized dealer and service partner of Samsung, Nokia, Philips, Motorola, Sony Ericsson, Siemens, Alcatel and LG. (MMM)
