县城手机店，消失于街头

Core Viewpoint - The decline of mobile phone stores in county-level cities reflects a broader shift in consumer behavior and market dynamics, as online sales channels and brand strategies evolve, leaving traditional brick-and-mortar stores struggling to survive [3][4][6][21]. Summary by Sections Market Dynamics - The mobile phone market in county-level cities has seen a significant decline, with many stores reporting drastically reduced sales and foot traffic compared to previous years [4][6]. - Major brands like Apple and Huawei are shifting their focus towards online sales and upscale shopping environments, which diminishes the relevance of small mobile phone stores [6][10]. Sales Performance - The number of mobile phone stores has decreased sharply, with major chains like Dixin Tong reducing their outlets from over 3,000 in 2015 to around 600 by 2023 [6][10]. - Profit margins for mobile phone sales have plummeted, with one store owner noting that the profit per phone has dropped from over 400 yuan to just over 100 yuan [8]. Consumer Behavior - Consumers, particularly younger generations, are increasingly opting for online purchases due to better pricing and transparency, leading to a decline in foot traffic at county-level mobile stores [10][14]. - Middle-aged and elderly consumers, once a primary customer base for these stores, are also shifting towards online shopping, influenced by negative past experiences with local stores [14][15]. Business Adaptation - Many mobile phone stores are diversifying their services, including mobile repairs and second-hand phone sales, as traditional phone sales decline [21][22]. - The second-hand mobile phone market is growing, with projections indicating it could account for 20% of the total market by 2024, providing some relief to struggling stores [22]. Future Outlook - The future of county-level mobile phone stores remains uncertain, as they face competition from both online platforms and larger retail environments, and their ability to innovate and adapt will be crucial for survival [21][22].