Home Appliance Chain Of The “village”: Home Appliance Industry, The Last Wild
Chinese home appliance chain industry stands at a crossroads. “After the rapid expansion price shopping,” the model created a home appliance chain of high-speed development, while giving the industry quickly saturated. In the primary market, almost all major home appliance business circles are filled with chain stores, which had to be forced home appliance chain market channels flat, tap secondary and tertiary markets and rural markets will become the new battleground home appliance chain.
Market saturation in the large cities, the home appliance chain sights on wider rural market. However, the only place to expand to rural areas from urban change and can not really change the industry so embarrassed, can quickly adapt to rural “land and water” is the key.
Home appliance chain “toward” rural
Following the three largest home appliance chain giant Gome, Suning, Yongle has listed, they embarked on a home appliance chain retailer listing and financing the road. China Central Bank of China Group announced in July this year, landed in the London Stock Exchange, plans and fund-raising from 30 million to 40 million U.S. dollars.
It is understood that this former silver Appliance Co., Ltd. Jiangsu Yangzhou Meeting appliance chain, is the leading home appliance retailers in Jiangsu Province enterprises and maintenance companies. And the National United States, Suning, Yongle keep a long-term store different markets, China Central Bank of China Group has been the target market firmly locked in 23 urban and rural areas, the Group’s Vice Chairman Nguyen Shu release of even the rhetoric: “Bank of China exchange Chinese home appliance chain in rural areas do in the future Wal-Mart. ”
Today, the market saturation in the large cities, the three major home appliance chain enterprises have also set our sights on 23 urban and rural areas. Back in April, Li Juntao, general manager of Gome selling for once announced, Gome will be based on commodity costs to increase by 1% of the way of distribution to rural distributors, so as to achieve the purpose to enter the rural market. And the National US Correspondingly, although Suning, Yongle currently no specific plans, but all expressed concern about the rural market.
Not cultivated that piece of “virgin land,” the natural home appliance manufacturers will not stand idly by, eager to escape the control of home appliances chain manufacturers have embarked on the road self-built channels.
From April 2005 to establish the first branch in Tianjin has invested 200 million yuan from the TCL single-handedly built the multi-brand chain stores “Happy Tree” has been in Henan, Hebei, Hunan and other 8 provinces and municipalities had joined business. TCL’s goal is three years, the market in the country 34 has woven a large chain of 2,000 stores network, with the largest electric rural market chain network.
Not very high profile in recent years, Chunlan Group, also raised the banner of the new channel. According to reports, this year Chunlan 7,000 counties in the country township new sales outlets, total sales point to reach 10 000, more than 2,800 county-level cities across the country nearly 50 000 villages and towns; and Changhong is to spend 200 million yuan to develop construction 34 channels of the terminal market, the Changhong air conditioner sales network upgrade from the current 3,500 to 10,000.
“If we do not do the rural market, a number of years, we will become the largest chain in a factory.” This is a home appliance manufacturer’s comments. Appliance manufacturers and merchants in the game, both sides have to look further into the broader rural market.
Rural market is not a “saline”
Chinese home appliance chain industry stands at a crossroads. “After the rapid expansion price shopping,” the model created a home appliance chain of rapid development, while giving the industry quickly saturated. In a market that almost all the major appliances business circles are filled with chain stores, which forced the home appliance chain had to flatten the market channels, tap the rural market 23 market and will become the new battleground home appliance chain.
Prompted appliance manufacturers and chain to the sub-urban and rural market expansion is another important reason is that its the huge consumption potential. Information, the domestic home appliance chain market as much as 500 billion yuan.
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