2009 Highlights for the projector price war "brakes" – projector price
In 2007, in 2008 led the projector industry, the most fundamental trends that? That is, lower prices, and also sell more, but manufacturers, merchants do not profit rose fell. The author of a meaningful first-line sales staff, said a friend, three years ago to sell two products a week would feel flattered, but now a week to sell two or three sets of products also can be considered "working" at the.
The dealer friend pointed out problems in Projector Market is not unusual. According to statistics, in 2008 and 2006 compared to an average of projector product reduces the average price from 2500 to 3000 yuan, the price reductions to about one-fifth. But this time, the projector market, sales have only increased by one third. Product price cut sales growth almost offset by sales growth, and cause the projector market in 2008 than in 2006 sales growth of just less than 3%.
In sales growth is limited, but sales were nearly one-third to enhance the back of manufacturers, businessmen spent logistics, stores and management costs. Cost growth and falling prices erode industry profits, together constitute the "culprit." Days of the projector industry is "getting better" has become, including Epson , Matsushita , BenQ, Toshiba's industry-leading companies such consensus. Particularly strong in some segments dependent on the brand, Panasonic, BenQ and other deeper feelings.
However, the projector industry price war, there are different views. Commentators argue that the current price war projector industry is in "an appropriate way to the end of the previous profits." Projector industry in the country early, especially before 2005, basically the projector industry is in a profit higher than the cost of "abnormal" state. Starting from 2005, the projector industry, shuffling into the price of, in part dependent on the survival of a small brand of high profits have been eliminated. The profit level of the industry is to turn into rationalization.
Turning point in the rationalization of this profit, some brands benefit more deep. BenQ, Sony And other achievements in the industry, the market is not deep brand, is the constant price war by establishing its leading position in the retail market, and then squeeze into the first Army domestic projector industry. However, these brands once tasted the "price war" in the sweetness will not easily give up this "way of making money." From 2006, 2007 and 2008 the average price of projector product terms of the changes, this downward trend of prices not only failed to slow down the signs, but also speed up: Change in average price, in 2008 a drop of more than 2007 300 yuan.
BenQ brands such as pricing the starting point is clear. First, these brands are established by the price war and foothold, and allow them to give up a price war, is equal to the murder of these brands. Secondly, these have the advantage in price war could be relying on the brand, "puerile" principle of survival. Third, now Toshiba, Epson and other industry giants have also joined the price war: No one in this exposure to the world outside the dispute, seems to have no escape route.
This view, the price war is already BenQ brands such as "survival" and interests. However, such a price war continues, will have the brand "suffer." Should the one brand, do not have the sales advantage, there is no trade market resources, brand value can not compete with competitors, and its way of existence will be slightly slimmer?? Such as " ViewSonic "Is one such brand.
From the above analysis, it seems that a price war against mainly concentrated in the "weak brand" at one end, the strength did not affect those. This judge is absolutely correct. Only real weakness is not only the individual brands, in addition to including consumers and the channels. Lower prices, profit consumer thin, scale into survival. Weak dealer to face difficulties. Pure price war, will inevitably lead to poor product quality, product after-sales can not keep up and so on. Such losses are mainly borne by the consumers.
In addition, the price war on the projector industry is not a good thing. As mentioned above, the winner of a price war by relying on the "puerile."
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