Happy Tree village to find happiness States United States "village" se
Themes: exploring the road of rural Chinese home appliance
TCL
Happy Tree "village" to find happiness
States United States
"Village" set line of defense
More than a year have been secretly happy tree TCL has suddenly surfaced, high-profile claims will be bundled with the way stores to build China's largest appliance chain of rural market
Network
.
And Gome then on 2 April of the "National Forum on the U.S. Global home appliances", responded to wage a formal start "the rural market program," the cost of the purchase price of goods in the home appliance, only add one point, distribution to rural
Appliance Retail
Network. The tree is intended to contain well-being self-evident.
A pair of 34 line ran to seize the rural market place, seeking the right to speak of the secret war struggle, began.
Secret wrestling tit for tat
As Vice Chairman of Chinese home appliance Jiang Feng said: "China's household electrical appliances in rural areas will be the best growth area." Household appliance industry in the central cities of this tradition the main battlefield of ownership is becoming saturated, the 2800 number of county-level cities and towns less than 50,000 of its recent 15% annual growth rate of stable, naturally attract the eye.
At the same time, the rural market, overextended, scattered distribution network, lack of scale, channel repeat
Investment
,
Logistics
The high cost of home appliances prices higher than a second-tier cities with a large and various reality, triggering a "channel need integration" of the industry consensus, and from another level of beauty and happiness for the country cut into the trees to provide integration of the corresponding space.
According to general manager Zhang
pay people happy tree description, defined as "the market for 34 national professional electric chain" of well-being of the tree, has spent 200 million yuan Construction and Development of the "chain of supply and demand-driven information platform system," DD network and third three logistics distribution system. Following the April 2005 establishment of the first management at the Tianjin branch, it has been entered Henan, Tianjin, Hunan, Liaoning, Hebei, Anhui, Hubei, Jiangxi and eight provinces, with 180 stores, the annual distribution capacity of 18 billion.
"Straightened by tapping the potential depth of the supply chain, making net price and the initial fee, will be our main source of profit." Zhang Fu-min
List
Said that in 2006 the tree will continue to develop well-being of Yunnan, Guizhou, Sichuan, Shanxi, Shaanxi and other 14 provinces, with comprehensive coverage of China's rural market, to reach 800 stores, distribution network capacity to 80 million, and eventually expansion franchise in 2010 to 3000.
The network could not be immediately radius of radiation to the rural market, but this can not turn a blind eye to the well-being of the national tree of the United States, then quickly threw out "the role of the terminal from a single retail
Dealers
Role transition "program. Wishing to existing rural
Retailers
Development for their downline in order to try to reduce their market into 34 cities and towns the process, cut into the blank market, through the "just add one point" of the low wholesale price on the formation of well-being of the tree distribution system "
Price war
"Type of pressure, squeezing out the space for newcomers.
"Although the United States not been made on the rural market countries involved, but the total number of stores has been accounted for More than 460 1 / 3 of the 23 market stores, will give us the rural household appliance market 'major distributors' role form, lay a good foundation for our radiation 34 cities and towns the best way to market. "State Li Juntao, general manager of U.S. distribution centers adopted, said:" Through these existing logistics system consisting of second and third tier stores, Gome will be able to bring products quickly sent to all rural areas
Sell
Network. "
Speed competition to seek precedence bits
What is so willing to brave dare TCL and national conflict in the United States and other home appliance chain facing the risk of investing big stake in the construction of well-being of the tree? Appliance industry Shen Wen Jian, senior marketing experts analyze that as a major shareholder of the tree happy, TCL has the adoption of the platform
Capital
Operation to
Financing
Suspect. "TCL International to enable enterprises to finance the recent chain of very tight, and even had to sell some core business. And appliance chains have already been recognized as the main channel of the future of the industry and have since been alleged to have 'class banking' nature, and lots of cash flow, and have listed. the nature of the enterprise seeks profit, under, TCL inevitably optimistic about home appliance chain strong financing capability, thus hoping to be able to state the United States,
Suning
Also no time to take into account the township areas, the first to embed the concept of home appliance chain of rural market, which was carried on, joining fees, distribution of profits is the possibility in the future will be listed as a good project financing package possible. "
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