Enterprise open into a critical situation the industry to fight new war Microwav
?? Steel prices continued to rise, oil prices break through 57 U.S. dollars a barrel, home appliance chain "started taking" resulting increase in operating costs, the traditional "price war" as the main means of competition in the microwave industry is beginning to become more rational.
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?? Price war industry into a critical situation to
?? Known as "the price of butchers," said Glanz recently been publicly announced, this will stop all acts of large-scale simple price cuts, competition in the market focus will shift to high-tech, high-profit products. Recently, the United States and the other brands have also publicly expressed their wishes to the technology war transition.
?? "If the past microwave oven has a 3% profit, now may be only 0.5%." Glanz official said, in 2004, the export tax rebate rate down from the original 17% to 13% This points to go inside Glanz 4 million profit; steel prices rose by 18%, costs increased by 9 million; national control overloading, transport costs rose 1 million, "there are copper rose oil rose up coal power up, is simply stealing money! "
?? Some experts pointed out that in the domestic market, surprised to highlight two serious problems: declining product unit; the domestic market becomes saturated. According to Customs statistics, from 1998 to 2004, microwave ovens from the 81.8 U.S. dollars export unit price / audience dropped to 36.7 U.S. dollars / units, a decrease of more than half. The domestic market, the retail price of microwave ovens is because intense competition in the market dropped lower and lower. According to the PRC, National Bureau of Statistics data show that 1 in July 2004, domestic sales of microwave ovens fell 9.69 percent, up 25% over the month.
?? In the market, Galanz again hold high the price of other brands banner, launching wave after wave of price war. Although the price-cutting strategy Galanz a certain extent, the investment value of the destruction of rivals, but the price war is also a double-edged sword, the attack of the competitors, but also to their long-term Galanz only in low-profit level. Currently, some low-end products is to ????? level.
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?? Bring high value-added product highlights
?? In the recently announced the "2004 effect future development trend of Chinese home appliance Ten innovative products," the Haier wave heaters steam switch products topped the list, paragraph 10. Some experts think that has always stick to high-end line, and continuously improve the product value-added marketing strategy Haier microwave oven industry has opened up a new idea.
?? Conventional microwave heating or roasting only simple features, but not steaming food, but the Chinese people "steaming food" with great interest and affection, how to use modern appliances microwave solution that Chinese families on the "steam" food needs. Haier needs more efforts to seize this breakthrough, with its advanced fourth-generation microwave technology, which integrated the bottom to steam technology wave, microwave shielding technology, the steam cycle technology inside, breaking the traditional microwave oven can not be steamed foods global problem. Haier steam can not only turn wave oven steamed buns, rice, eggs and other staple food, steamed fish and more can be done, Mei Cai Kou Rou, and other traditional Chinese food. Make food to maintain adequate water and nutrition, more tender, more tasty, and steamed out of food following the phenomenon will not appear flood damage. Energy-saving and convenient, greatly enriched and improved the function of microwave ovens.
?? In the realization of steam at the same time, Haier wave oven steam transfer to better address the thermal efficiency and security issues: the bottom of the launch of microwave energy without making a direct reflection by water absorption, to avoid reflection of energy loss, heat efficiency is improved ; steam tray, integrated furnace design, steam tray and oven cavity bite just right, not only greatly enhance the effective utilization, more importantly, to prevent the oven cavity ignition phenomenon, security is a strong guarantee. Haier steam transfer listed after wave oven, immediately sought after by consumers. Hot-selling market, some enterprises have followed suit, one after another to the microwave ovens "steam heat" in the field forward. This also further competition in the market from the microwave oven price war quietly into technology war.
?? Recent joint venture giants are starting to adjust strategy, frequently a series of high-end products, such a change in the performance of especially large stores, promotions, and other resources significantly to the high tilt. Transformation of the microwave technology to speed up their pace.
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?? Brand will further focus
?? And other household appliances no-name bunch, the phenomenon of counterfeit been different, almost no-name microwave ovens. Industry experts believe that with the microwave technology and the process of manufacturing, but most important is the microwave oven industry, large-scale production in corporate sales for the industry to build a high entry threshold. Microwave ovens in 2005 a new four modernizations will be the development of competition in the market, that is universal technological innovation, product operation simple, competition to differentiation, scale of production and sales. In the next few years, the brand microwave industry concentration will be further enhanced.
I am an expert from China Quality Dress, usually analyzes all kind of industries situation, such as wool felted purses , dooney burke wallets.
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