Analysis: China's Third Home Appliance Brands Growth Path - Glanz, The United States, And The

Chinese home appliance industry have gone through a course of nearly three decades of development

, not only created the best of China's home appliance industry, one of the industries, but also promoted the rapid development of China's home appliance industry, all kinds of home appliances manufactured in China into the thousands of families, improve people's material life become an indispensable necessity. With the market multi-polar era, the original household electrical appliance enterprises are familiar with the living environment has become beyond recognition, all aspects of business operations have a whole new interpretation. The living environment of change, its essence is also the home appliance business growth path changes in response to changes in the corporate environment can affect the survival of businesses of growth.

Growth is a state, in each growth stage companies are likely to use a different growth path, the path is not enough to affect some of the new road, and some paths are dominated business development strategy. For different home appliances business, whether the United States, and Galanz brands, or dragon, Le Bang and other new generation, they rise, are the times to take advantage of and for the results.

"A third growth path," create the "Flying Enterprise"

Accompanied China's economic marketization and internationalization process speeds up, the survival of household electrical appliance enterprises face the essential changes in environment, a broader range of competition, competition is much more depth and more intense level of competition. Moreover, the growing media as brand promotion, units of rising media costs, media effects due to the highly crowded and falling access costs coupled with surging. For the new generation of home appliances business, more energy is to solve the problem of survival, hoping to build brand or the cost of overnight lead, it has become impractical.

Especially in recent years, China's home appliance industry, the loss of large area or into a confused state, the former days of glory of many household electrical appliance enterprises are not immune: Glanz frequent replacement coach, the U.S. marketing system reform, TCL executives more than leave ... ... This is mainly through the Chinese home appliance industry product homogeneity, while also walking the path of its marketing homogenization of the road. In this environment, a new generation of home appliances business to be successful, must be in the sales growth to find a new path out of the business has its own characteristics, the road.

Proper appliance industry was devastated by the time of immobility, a group of new generation of household electrical appliance enterprises such as dragons, music and other states are Nifengfeiyang, in the household appliance market, the level of activity for many household appliances enterprises surprised. As a representative of these new generation of home appliances business, the Group's growth path of the dragon summarized as: "Atypical growth path", that is, the new generation who have a common DNA?? From the "agent" into "brand manufacturers," channels and networks have advantages, its core profitable path through the establishment of the terminal, drive business growth. This path is the second home appliance business, "leading brand" development path and "cost leadership" the development of a new path after path, is currently China's third home appliance industry growth path. Growth path as a third company are from the "agent" into "brand manufacturers," the channels and networks have unique advantages, and the channels and networks with their own advantages to the end point of the core for the development effort, the Business Growth focus on the profitable path to the establishment of the terminal. At the same time, the product, brand strength combined with the end edge so that marketing tools are concentrated on the terminal, eliminating the communication process is too long to end business innovation, the continuing impact of the consumer, so many new and exciting sales and corporate profits continue to grow rapidly.

Such as Philips Electric started proxy Guangdong Dragon Group, 1999 to cease all agency business, then invested heavily in the construction of industrial parks, devote themselves to start their own brands. The marketing model is only 20 words: "Excellent image + terminal end demonstrate continued focus on key sales period +" and its up to the strategic level, allowed to occupy a long curve of the development of the first element of the whole value . At the same time, the model is attached to the terminal as the focal point, and let into a great power, such models allow communication channels to interact with the flow; to the terminal stores and advertisers to connect with each other; for information publishing and investment, operation and training, customer contact and feedback, information processing skills to interact, can be reflected from the terminal strong competitiveness. Over the years, Long's group is relying on the growth path of the terminal profitable, and firmly grasp the source of consumer demand to the center line of the terminal to the terminal point for the development effort to bring the brand on the market, the overall profitability of possession.

Long been self-created brand, after 7 years of rapid development in the market like a "dark horse", the development of market channels has shown a geometric growth, the country built more than 20 provincial-level marketing center / office created a five provincial sales of more than 3 million bases, thousands of terminal stores to form a more independent, complete sales system and efficient, transparent financial operation and management system, after-sales service network also covers all sales regions. Long's Fine home appliances in the domestic market has high market share: the dragon kettle market sales of the first 3 consecutive years, the vacuum cleaner in the world have long occupied a large market share, the dragon fruit juice machine, electric irons, hair dryer and other products have entered the industry, the top three. Long products and brands has won "China Top Brand", "National Inspection-free Product", "Top Ten Influential Chinese small home appliance brand," "Top Ten Chinese home appliance industry attention leap Enterprises". Meanwhile, the dragon outside the industry in obtaining the interest and have become the "growth of China's home appliance brands third path" model!

by:gaga

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