Appliance industry dancers are "elephants" are far from the price war
Recent years, the home appliance market and the price war is already drifting away, the brand concentration is increasing. National Bureau of Statistics of China Industrial Information Center has announced the release of key 2006
Consumption Product market research, survey shows more than 80 kinds of major consumer goods in the country, the highest concentration of home appliances brand, top 10 brand market share 77.64%. The head of the Centre said: "The domestic consumer market, the brand significant consumer trends, purchasing power tilt to the famous brand, the brand has a strong orientation on the role of consumers." In other words, household appliances market is becoming a small number of enterprises
Stage , While the dancers do the "elephant" grade enterprise.
Market has become the stage for a few large enterprises
Typically, Buyer Electricity, consumers no longer buy at low prices as a primary condition, the manufacturer is no longer in order to lower the costs of low prices as a marketing strategy success. Instead, consumers pursuit of new technology, manufacturers advocate of new technology, which makes the lack of technological innovation capability of enterprises accelerate the delisting, the market is occupied by a few high-quality companies.
Market Information Department, State Information Center, the monitoring data show
Washing machine Brand concentration in 2006 reached a new height. The top 10 brands sold 93.47 percent share, the top 20 brands sold was 99.04% market share; sales of brand concentration higher share of the top 10 brands 94.92%, the top 20 99.54% named. That the previous three combined market share of brand sales to 60.27%, and all domestic brand, followed by
Haier , Little Swan, Rongshida. In the sales ranking, the Haier, Little Swan are still points out the first, second, third, is
Siemens . In addition, 2006 Refrigerator Market, the top 8 brand's market share has reached 74.3%.
According to monitoring data of the State Information Center, 2007 refrigeration year
Air conditioning Brand in a more concentrated, have the ability to compete in the market compared with 2006 air-conditioning brand was reduced from 52 to 33, sales of the brand share of 19 lower than 0.01%, in fact, have been eliminated. State Information Center, Information Resources Development Department and the Joint Foreign National Grid issued the "2007 China major cities in air-conditioned retail market White Paper", pointed out that the 2007 sales of Haier air conditioning refrigeration year,
Gree , Beauty, Zhi Gao, Hisense five big brands continue to lead the domestic market, five major brands in the domestic retail market sales of major cities was 57.90% market share, sales of share of 58.36 percent.
Industry and Trade Ministry of Haier washing machines
relevant responsible person said that the main washing machine brand is now active in only a dozen, the original in two, three market development, a number of small brands with a certain price and regional strengths to survive, " But as the mainstream brand to two, three or even promote the rural market, these brands will eventually be out of business. "
Consumer brand focused on promoting psychological change
Prices when consumers choose household appliances is the first condition is no longer, replaced by brand, technology, fashion and other factors, changes in consumer psychology also contributed to purchase the entire consumer electronics market situation changes. Enterprises began to pursue high
Technology Content, the pursuit of individual products, the price is no longer the focus of the market snatching.
A survey, two-door refrigerator market attention, the highest, 68.9%; 3 door or attention from the refrigerator door had been reduced to 15.8%. Of the attention from the refrigerator door less than 10%, but still higher than the single-door refrigerator. In volume terms, the highest concern is the 201 to 250 liters of the refrigerator (35.8%). Second, from 180 to 200 liters of the refrigerator (25%). Although still the 2,000 yuan price of the refrigerator section of the mainstream consumer, but in March this year appeared the first year after the peak of concern about the situation was all the way down, more than 8,000 yuan price of the refrigerator section of concern about the sharp decline in February, to July started ascribed, in July to September of concern about the surge in September after the attention, still continued to rise.
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