Galanz join the viability of big U.S. microwave cake
3 28, microwave overlord Grand Shi Shunde in Guangdong headquarters grand microwave oven was held in 2008 in the Chinese market will be, but after only one day, a new and beautiful in the microwave industry in Beijing in 2008, a high-profile new product release, and employ Chinese national diving team champions help out.
In our field of vision, Glanz has been dominated by the microwave oven's dominance, Haier exit, LG contraction, Sanyo accident, microwave ovens in China, this market is difficult to chew, or it is difficult to grab from the mouth Galanz What to eat. However, a single large market, Galanz, the promotion became the fee brain matter, no one should be and the one-man show total less lively, Galanz Group Vice President Yuyao Chang also admitted that over the years microwave ovens in China market are hovering, there is no effective growth.
Along, people's understanding and use of the microwave oven has a very limited, so that consumers will use the microwave to cook, Glanz has taken great pains, and CCTV co-founder "cuisine U.S. visitors" to promote microwave food culture, put in microwave oven recipes in the major media, the 60th anniversary of the birth of the microwave oven section of the time a big way to strengthen this product in people's minds the impression, etc., can be said that Galanz in promoting the cause of China's microwave oven did indeed dominant demeanor, if not seriously be said that the United States in the microwave to the rapid growth in 2007, to a certain extent should thank Galanz preliminary groundwork.
However, the actual usage of consumer microwave oven is still not high, the data show that the market capacity of microwave ovens in 2008 will reach 9.5 million units, the magnitude and beauty enough to Galanz eyes shine, however, 9500000 how to segment the market, high, medium and low grades how each number, more number of consumers to accept what price and how much. According to Gome's sales ranking issued by the microwave situation, from January 2008 until today, 500 microwave oven for 5 times within the top sales position occupied, to some extent, this data has reflected consumer microwave ovens attitude relative to the gas stove, the microwave oven is an alternate player, not a replacement player. I asked many friends around us, in their eyes the first use of microwave heating is cooking, as microwave cooking, few people will do very few people even try to do, based on consideration of the role of consumer microwave ovens , 500 Why do microwave ovens often occupy less than the top one, for this reason has been understood within the microwave oven as long as 500 continues to exist, they will never occupy the first sales charts. Glanz and beauty for the good news is that this is not, if 9.5 million of new market products that are less than 500 yuan-dominated, then the opportunity to renew and replace the current microwave oven can not play a role, but target the high end of all Galanz preparation work will be wasted. If the microwave is not a single feature out of the shadow of today, not today, the value of going to, not in general use today, consumers up and then the next opportunity to turn around do not know what would be years away.
Currently in stores, the microwave distribution in the basic price is 200? 500,500? 800,800 or more, as businesses, in microwave oven on the Nuggets, it would be unwise to force price increases, because the microwave is not a necessity . Some time ago the media said that due to the beauty of raw material prices, microwave ovens will increase by 5%? 20%, this was Galanz Yuyao Chang, vice president of the lack of industry trends that are expected, while annual reporters from Glanz learned, Galanz will reduce low-end single-function microwave output, the new 2008 Galanz displayed prices really are a thousand dollars, the eyes of the curve for this medium prices method, Yuyao Chang that the Grand Shi 1,000 yuan in the microwave today, has in the past 500 with a qualitative change in the microwave, Galanz is more large-scale production of raw materials prices in the internal digestion, reduce the low end products continue to introduce new features is changing the quality of life of consumers.
Changes in consumer quality of life, this is a win-win business and consumers to achieve better vision, no matter what approach the final consumers want value for money. Galanz play is "all light" brand, beauty plays the "steaming healthy" brand, both in the microwave oven have been with a lot of features compared with the original microwave oven has a great leap, then down is how to make consumers accept these new features, so that consumers are willing to have the function of these new "pay."
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