Foreign home appliance market access to the countryside and end shopping is the key – home appliances sales, home appliances – home appliances industry-hc360 HC Network
Clearly, the face of almost 2009 "avalanche" growth "
Bringing home appliances
"Product
Sell
, In 2010, foreign brands "
Home Appliances
The countryside "has more from the" wait and see wait and see "to" active participation. "One can imagine, in the field of home appliances to the countryside in 2010 will be foreign brands and domestic brands in 45 markets" close combat "in a years.
2010 by foreign appliance business successful home appliances to the countryside the situation
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But compared to the domestic appliance brand
channel construction in the maturity, the rival foreign brands is clear. Foreign enterprises to enter China's home appliance commonly used approaches is based on the brand of its relatively high price positioning, mainly in the secondary market distribution, and through the distributor channel expansion mode. This channel model determines the channels of foreign brands is very difficult to sink, in the broader markets, large rural town Distribution Issues.
This, HC D & B Consumer Research
Electronic
General manager Wang Jian Miao told reporters, to 45 markets and in domestic appliances business, "close combat" foreign brands need to get through the channel and end appliances to the countryside.
Wang Miao
proposed three possible models that could be achieved within a short time the channel in 45 markets:
One channel shared among household appliances enterprises
2009 in the second half, HP and Haier Group, the successful signing day Shun, HP computers will be through the day along the main outlets for its sale. This is the day along HP to use the advantages of HP computers quickly to achieve market access in 45 complete and the terminal layout, thus greatly enhancing the countryside in the appliance HP's competitiveness. Thus, between domestic and foreign sources have great potential to share and maneuverability.
Second is to strengthen and local appliance chain enterprises co-operation and local supermarket chains
It is understood that one or two cities, 65% of household electrical appliances are by
States United States
,
Suning
Channels of other national chain selling home appliances, and in three – five markets, a nationwide chain selling household appliances share of less than 15%, accounting for 27% of the local chain, supermarket chains account for 10% of total sales agents and shopping malls to 46%. After the recent 10 years of development, household appliances channels 3-5 in the vast market has been a surge of strength with a strong regional brand home appliance chain, for example, along the South China region electricity, central China's home appliance industry and trade, re-southwest 100 trading companies, big business in Northeast Electric, etc., there are a number of cities in 45 markets and home electronics chain, the chain brand deep plowing regional market, in a regional or municipal, county-level cities are often the accumulation of many years of development of the local consumers have strong brand appeal.
Currently, foreign home appliance home appliance chain enterprises and regional cooperation has taken shape, but it and the city-based home appliance chain, and the cooperation of local supermarket chain is still in the initial contact stage, these two types of household electrical appliance enterprises Yetai will be rapid advance of foreign capital 45 market, the partner of choice.
Third, the recruitment channel
Agents and shopping centers accounted for 3 – 5 appliances market share of 46%, which is doing my main force, and this position is not in the next 3-5 years will be fundamental change. Therefore, the foreign agent through existing resources (rather than foreign appliance company itself) for channel recruitment, will be the foreign home appliance brand in 45 markets to achieve the key to long-term development. However, the number of agents and shopping malls and more scattered, and most are private and individual enterprises.
Wang Miao said household electrical appliance enterprises to foreign investors, in business negotiations, price management, marketing resource allocation and so there are many uncontrollable factors, it can be said that the recruitment or direct channels of a "working slowly and deliberately" work. For home appliances to the countryside, the emphasis is on "sharp knife cut fumble", called for the speedy and effective take advantage of the terminal, channel efficiency of the recruitment strategy and the "cost" or require foreign trade-off.
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