Appliance Market: Exploring A New Model Makers Harmony And Win
Appliance Market: Exploring A New Model Makers Harmony And Win
Recently, China announced the cancellation of the U.S. Haier Group, Siemens, Sony, Philips four business slotting allowance, and will gradually phase out all home appliances manufacturer of admission fees.
Industry most people did not think, it all came so fast.
Not long ago, Gome and Haier signed orders up to 100 billion the amount of strategic cooperation agreement, China promised the United States, Haier will not be charged to the cost of outside contracts and "slotting allowance", the two sides trading transparency; and Haier to the States United States to provide more competitive and cost-effective products, the year will be dedicated in the country the US's sales channels in the establishment of 100 "Haier's flagship trade fair center", and 200 display Haier set of home appliances, "Haier Electric Garden" image shop.
Changes in home appliance retailer profitable
Goods manufacturer's products into the home appliance chain store sales, need to pay a slotting allowance, this is already the practice for many years home appliance market.
Opened Gome, Suning and other home appliance chain giant nearly three years of annual financial reports can be found, home appliances manufacturing enterprises received a "slotting allowance" is one of its main source of income. In 2006, Suning Appliance and Gome operating profit growth rate is much higher than other main business, up to 2 times. Gome Huang Guangyu said Chairman of the Board, slotting allowance "as the basic personal income in addition to other income other than wages, such as bonuses, subsidies, is an important channel for an integrated component of gross profit."
With Gome, Suning and other home appliance chain enterprises are from one market to the 23 distribution market expansion, the expansion costs be passed on to home appliances manufacturer, making the "slotting allowance" on the rise. A small household electrical appliances manufacturers responsible person, "home appliances chain in the process of expanding the market, manufacturers are often charged to the slotting allowance, management fees, was added to our fees, air conditioning installation, management fees, booth fees, agency fees, advertising fees, even small businesses such as ours, one year's expenditure in this area up to hundreds of million. "
It is estimated that a home appliance supermarkets in the city's front line into an average of about 30 million yuan, if the newly opened 100 stores, which invested more than 3.0 billion. In 2006, Gome and Yongle the combined number of stores reached 850, Suning number of 160 new stores. Rapid expansion led home appliance chain store, the average profit margin quickly diluted, about 2%.
Competition in home appliance industry, "channel is king" scenario, the home appliance chain retailers to charge "slotting allowance" and shift the operating costs of the move, a household electrical appliance industry as a whole a big margin auxiliary force decline, has become lead to the deterioration of a key vendor relations reasons.
Electronics retail chain to the scale of benefit to channel the profit squeeze the profits of manufacturers model going? Gome's move reveals the cancellation of a slotting allowance positive signal???? Home appliance chain retailers are trying to take the initiative to change their profit model.
Need to build a harmonious relation between
Recent years, the home appliance manufacturers and home appliance chain retailers in the game constantly. As early as 2005, because of dissatisfaction with store "demanding" payment in arrears and other manufacturers, Changhong, TCL, Hisense, Xoceco, Vantage, Konka and other people made representations to the store. Gree Electric Appliance established a nationwide sales of 3,000 air-conditioned shops, be regarded as a successful example of self-built channels. Glanz was declared in August 2006, the market will be opened in 23 franchise stores 1,000 brands, integrating sales of its microwave ovens, air conditioners and small appliances.
Course, manufacturers also no lack of game electronics retail chain to take the initiative a good move. Dazhong Electric Appliance Spring Festival season in 2006, the upstream vendors feedback on the different manufacturers in their store sales for the product category rankings, including among the top three were presented advertising, product display to advantage the location of specific incentives, are of the utmost notable is the priority given to these companies the convenience of payment, access.
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