What kind of home appliance channel flat mode? – Channels, products and models – trade-hc360 HC Network Appliance
Flat channel is a general trend
Home Appliances
Marketing industry is currently the most popular in the industry the most competitive one, the intense price war, sales promotion and frequent change, which in all other sectors are rare. In recent years, as the household appliances industry, dramatic changes in channel mode is so dizzying. Particularly with the recent
States United States
Suning Appliance Chain Stores and other large channel selection mode sinking, many appliance manufacturers have to face the development of this aggressive posture, but also "Fuchangfusui" to follow the channel to sink. Starting in 2005, with the order
Gree
Beauty led a growing number of appliance manufacturers operate 23 large markets as a starting point, thus beginning the home appliance industry, the prelude to channel flat, flat channel has become a household electrical appliance industry trend is not reversed, and objective realistically placed in all major
Small appliances
Business before.
Fact, looking back channels for home appliances business development and change, we can see, household electrical appliance enterprises to promote rapid channel flat market environment, the external and internal factors are mainly the following aspects:
1, along with the deepening of WTO in China, especially the international retail giant after another in a second-tier market, beach landing, as the most intense competition for these 12 urban markets, the supply of home appliances unprecedented saturation, in this context, Down center of marketing and channels, to 34 markets to strategic focus, is the number of appliances
Retail
And household electrical appliance enterprises have to make a wise choice, in this regard, the United States and Griffith can be said to gain an advantage.
2, household electrical appliance industry is a relatively high service level requirements for the industry, therefore, such as household appliances retail channel selection mode of rapid sinking, but also an inevitable requirement for appliance manufacturers focus quickly down, that is, implementation of the flat channel to meet the fast conversion appliance retail formats, in this regard, by
Samsung
, Skyworth, Daikin and many other manufacturers have set up their own
4S shop
Point of view, we can glimpse the evident.
3, home appliance industry has spent more extensive that the marketing operation, with the increasingly fierce market competition, the marketing center of the fine must from now marketing to lean marketing transformation, in this situation shorten the channel length, channel width increased, the flexible operation of the market is the enterprise to gain a favorable competitive position of the key and prerequisite.
It is because of the above industries and home appliance market environment of rapidly changing markets, so the implementation of channel flat, in order to better compete in the market has become more and more consumer electronics companies have to face new problems and new choices.
Channel advantages and disadvantages of flat
Traditional home appliance sales channels, usually products from the manufacturer to the provincial or local level proxy, and then, through all levels of wholesalers to reach the home appliance retail outlets, and finally sold to the target customers. The channel's flat, it means that appliance manufacturers have to cut or replace the provincial or local level proxy, making it a small regional agents or distributors, manufacturers replace the provincial or prefecture-level agents, the switch to direct for ground-level or county-level dealers or wholesalers, which originally belonged to distributors, wholesalers, and now with the original upper reaches of provincial or local level agents equality, and at the same level, and also is the agent or manufacturer Dealers had.
Flat sales channels although the trend of the industry, development trends, but there are risks and the operation of the same advantages and disadvantages, therefore, need to household electrical appliance enterprises face up, carefully chosen. Pros and cons of flat sales channels have the following main aspects:
Lee: flat sales channel has the following advantages:
1, help manufacturers control over distributors, the manufacturers in cooperation with distributors to its capability, rather than simply relying on a single agent, so that their fate hinges on one, so that a more robust sales channel chain no longer as vulnerable as before.
2, help manufacturers control the market price, set a reasonable profit channel.
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