Qinyuan: 2008 mature water appliance marketing ideas – Qin Yuan, marketing – the
Editor's Note: As business operators should fully understand: "There is no brand competition is weak competition, not the brand's market is fragile markets, no brand is a dangerous business enterprise." Brand competition is the general trend of social development. And the market has already validated the earlier aware of the importance of brand to brand building and active corporate tasted the sweetness of them, was an unusual development. Qin Yuan was established in June 1998, is the world's first dedicated water filter water dispenser invention and manufacturers, because it has always insisted its brand development strategy, has grown into China's largest water purifier, water dispenser production enterprises.
Qinyuan Group General Manager Marketing Sales Center Does
I. Qinyuan fruitful years made great contributions to the industry to promote
Innovative achievements Qinyuan Ten years ago, Mao Zedong's poem of people with "Let the water return to nature" of the dream, first dedicated water purifier dispenser, creating a new water appliances industry, which led to hundreds of manufacturers, distributors thousands of households adding water purifier industry, contribution to society is about 4 billion yuan output value, for the country GDP About 2 billion yuan, while for the community to provide jobs 150 000 people, and contributed to the development of China's water appliances.
Years, both companies dedicated early years, the water dispenser water purifier of the invention, no heat lamps or hot water dispenser speed the birth of Mao Zedong's poem in the water appliance manufacturing to avoid the "cost to win" management structure, use advantage of technological innovation to realize from the "cost advantage" to "technological advantage" of the cross.
Leading the development of standards Although innovation Qinyuan dug up a pot of gold, however, Qin Yuan has not been to a halt. In the 07 years has led the development of water purification, two-speed heat and drinking more than ten national standards. From a production-based to technology-developing, a standards-based industry leader, he became the leader of branded home appliance industry.
Wonderful years of constantly Qinyuan years constantly with innovative breakthroughs, household electrical appliance industry every year across the water, while a large number of water appliances have emerged elite team, has become worth a great job for a significant benefit to the sea hero expert. Such as Guangzhou Qinyuan team, Sichuan days fishing Dole team, Liaoning Goldlion team, Jiangsu, Chongqing, Beijing and so the team is Qinyuan Brilliant stars on the national territory, attracted the attention of the peers.
Second, water appliances on the market maturity
Drinking fountains and water purifiers through the last ten years of development, from their rapid growth into maturity. As water appliance industry leader of Qin Yuan, continued to expand in the associated industries, the more need to consolidate with water dispenser, water purifier home appliance industry, mainly water. Only the steady sound of water based household appliances industry, and other new industries associated with sustainable development will be the driving force.
Water appliances market trends ? Secondary market is relatively mature Huge, rational consumption / demand upgrades, the threshold increase / competition focus, highlighting the concept of
Four market is booming Accelerate the development, potential / competitive disorder, progressive regulatory and / or price shocks, the channel is king
Greater demand for new market Year, one million new tertiary services / moving average 5 million new residents / year 10 million pairs of newlyweds / Shanghai World Expo, the Bohai economic circle and so the construction and development.
Changes in the water appliances industry competition
1.1 further enhance the brand concentration
Market matures, sales rise gradually to the industry will focus on five brands
Outstanding dealers more access to professional, systematic operations, market position and further enhance the
Channels of concentration and integration, to further accelerate the integration of the no-name business
1.2 integrated marketing trend is clearly
Terminal and channel up and down the development of multi-terminal linkage, channels, three-dimensional development
Brand building is the key prerequisite is to attract talents
Operations Management is the foundation and perfect service is to protect
Sail against the current, sweeping forward, fall behind
Trend Channel of water appliances ? Home appliance chain of a single show, complete category, a major display and sales of brand platforms Cooperation The mainstream, the trend can not stop file integration
Still a small share of department stores, supermarkets share was low, but the overall increase in
Store is the trend, corporations are assisted-channel, but products rich, thoughtful service, strong vitality
Traditional distributors in 34 markets in transition and the rise of the retail platform based development. Such as Jiangxi Siping, Fuqing southeast, Zhuji Treasures
Our channel strategy thinking ? Multi-channel and terminal operations, strengthening their core market advantage
Channel operation of the center of gravity lower, to achieve intensive urban areas
Alliance advantage of distributors, integrated channel resources
Expert-level training to create more elite, rapid growth, the formation of climate
Brand-name dealers been squeezed, the next to be peer-fight, has gradually weakened, and can transform the use of our
Brand and share centralized, manufacturers require further increase the level of management to guide operations
On the channels and services to demanding professional
Dealer distribution center of gravity lower, active in-depth user, shopkeeper can not survive more
Profits further reduce working capital will be more efficient distributors the chance to survive
From Yahuo oriented to sales-oriented approach to core strength training 7
Products ability to share resources ? Channel network control capability ? Cash flow capacity of ? Professional customer intelligence management ? Sales service delivery ? Logistics distribution and management capabilities ? Integrated marketing capabilities 3, 2008 Water Planning Ideas Home Appliance
Health Energy Leading the fashion No heat lamps with high-end drinking and Qinyuan new smart proprietary hydrophilic membrane water filter characteristics, and constantly strengthen the "fresh, healthy, Energy "The consumption of key words, to strengthen Qinyuan in the fast heat and water dispenser, water purifier intelligent hydrophilic membrane monopoly position on the field, and further introduced the concept of machine, the image plane (4 + 2 new phones), speed up the development pipeline machine, Group buy machine (2 + 2 new phones).
Market segmentation channel
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