Home Appliance Chain Industry Faced Two Bottlenecks In Marketing
Since successfully completed a market network layout, the Chinese appliance circulation unprecedented “myth Acceleration” prompt provision of the more independent the battlefield
Strategy
Value of second and third line cities, thus, chain expansion jumped into the “network refinement” of the times.
Nothing wrong with the fact that, due to uneven economic development, local culture, history, diversity, leading to the Chinese market is a multi-level, diversified market characteristics. Into the secondary market has thus suffered a “tasteless” plight, how to seek a breakthrough became
Home appliance chain
Industry need to solve the case problem.
Resolve the secondary market, “Bonanza”
With 12 home appliances market
Competition
Tend to “tit for tat” state, move the “cheap victory” marketing strategies will undoubtedly make profits gradually diluted, combined with the past few years,
Estate
The rapid development and human cost of heating expenses increased even more so in the military buildup in the home appliance chain, investment in fixed assets are constantly rising. Fought in second and third line, then they deserved to become the future home appliance chain trends.
The face of strong demand in the secondary market, comprehensive analysis of relevant market information: First, the market share of the upgrade, as the Chinese government efforts to remain positive for the history of ”
Agriculture
Issue of reform “and policies to guide urban development by the tilt. Occupy 66% of the potential consumption appliances consumers purchasing power has been gradually transformed into reality. In eastern and south China coastal areas, even beyond the level of market share. Second, the stability source of profit, because the secondary market the majority of the following conditions are to be developed, competition is weak, overall gross profit margin is generally higher than a commodity market. limited by the purchasing power of the consumer electronics market mainstream products are mainly concentrated in low-end products. and match first-line
Brand
Merchandise.
General, directly under the provincial capital cities and some developed cities constitutes a market, other prefecture-level cities and county-level cities form the secondary market, the purchasing power of these two types of markets, consumption habits and other aspects there is a big difference. China has about 600 prefectural level cities, county-level cities over 2800, not less than 50 000 of the town, a vast reservoir of potential consumption.
Lever 23 market media resources
Integrate
Appliances have been gradually entering a competitive wrestling update next time, for home appliances circulation, the extensive line of urban
Advertisement
Running, each year tens of millions or billions of advertising, how scientific norms and the compression 23 market advertising is a matter of corporate survival strategy for the future. Cut into the hinterlands of the use of media resources, market advertising links point, low-cost packaging brand, brand awareness, and promote the brand will dominate the future of the whole story home appliance chain advertising. Light of the actual market situation, I make the following resolution:
1, promote communication between ground
Localization
Content of communication in the market, are present in all cultural and traditional differences, the way impede the promotion of a breakthrough in the secondary market, not only the need for regional
Sell
Strategy, but also in the form of publicity should be clear the “local root of thinking.” Therefore, attention to regional cultural differences, applied to primary, secondary market
Promotions
Theme reference. For example, the Shandong Confucian culture and forthright personality, northeast of black culture and uninhibited character of the land, Fujian’s tea culture and Ganpin personality … …
2, cluster promotion integrated brand message
Strategy recommended in the product “brand information cluster” strategy, integration of a strong secondary market. Channels of traditional department stores such as supermarkets,
Estate agent
Brand monopoly … … integrated into a “brand information cluster” unified
Marketing
Strategic alliance to form the spending power of the brand of “complementarity”, to promote effective, brand value, the actual results, including particular attention to cluster in the brand’s influence and combat effectiveness.
3, set the center point to enlarge ad
12 market consumers more concerned about the mainstream media newspapers, media advertising is necessary in shaping the brand choice, and 23 market is not, how to find a competitive price or the image will become a low-cost advertising propaganda an important step, proposed to occupy the city’s “heart” image advertising the lot, set points, a solid brand image to enlarge-style competition in the local location and visibility.
4, deep sea flat antenna
Strange brand of local promotion, the general also has a strong aggressive. Eroded area consumers, community outreach may be a good line of promotional practices are effective. The main advocacy approach is based on average unit price of property, income and expenditure is expected, the community population, Fang Ling and other data indicators to targeted, brand
Spread
Outstanding controllability and enhance brand affinity and loyalty, and so will make the tentacles extend the potential consumer groups, the most terminal of attacks against competitors advertising.
I am an expert from China Quality Dress, usually analyzes all kind of industries situation, such as rickshaw bike , 26 inch bicycle tires.
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