Appliance Store's It Campaign: Strengths And Weaknesses Of The Contest - Appliance Stores,

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Chain stores already involved in IT field is not a new topic, but a long time, home appliance chain stores in the "momentum" seems not so strong that we expected. This year, began to show a clear trend, that is, from upstream to the home appliance chain store companies have been increasing their input, and have always thought that home appliance chain stores did not bring any substantive impact on the IT stores are also "sit tight in the Diaoyutai "mean? With these questions, visit the home appliance chain stores and traditional stores, several IT management and ask them about their own views.

Input VS output

Review home appliance chain industry, can be found in the Chinese home appliance chain is from the late nineties of the last century developed, the mode of operation can only be called before the air-conditioning appliance stores. With the increase of production capacity upstream manufacturers, changes in market supply and demand, excess supply from the demand exceeds supply into, so the development of the model to the agent, and as a further increase production capacity, manufacturing industries continue to lower the cost of , evolving consumer demand, profit margins continue to lower the center, the supplier is bound from behind the curtain, so the development of home appliance chain stores to the present, almost all adopted the form of direct marketing. Relative to the emerging IT industry, the degree of home appliance industry has entered a relatively stable period, this stable performance in: price stability, transparency; channel stability, has from the agency system to a direct sales system.

Into the stable, the traditional home appliances can not meet the needs of market development, we must seek new areas in the IT development space and profit growth. Therefore, we can see that in recent years, home appliance chain store for the IT industry, large-scale investment. Such inputs include staff input, capital input and the input space. The effect produced by this investment, in recent years are obvious. This year, many IT vendors new conference, have clearly expressed to channel resources into the home appliance chain stores, and earlier Intel (China) Co., Ltd. China, An Qi, general manager Jane is visiting the store at Paradise Water Transport Po

Haier

Store the digital home experience.

Reporter visited the Yongle (China) Electronics Retail Ltd. (Yongle) Marketing Management Division Marketing Vice Minister Mr. Huang Jianping, told reporters that the current IT products in the Yongle Appliance sales of digital products do not contain the total volume of 10 %, including sales of digital products accounted for nearly 17% of all sales. "Although this percentage is not very high but from the perspective of the development in recent years, rising very fast, be said to have achieved the desired Paradise." Mr. Huang Jianping said. The same situation also occurs in the home appliance chain stores, on the other,

Suning

Electric Co., Ltd. (hereinafter referred to Suning) Group Vice President, East Second, Mr. Ling Guosheng, Executive President, told reporters: "From May this year, perspective, IT product sales in Suning's sales grew very fast, can be said to present a growth trend. IT products (including digital products) sales have accounted for 15% of total sales -18% ratio. "

Precisely because of this sales performance and rapid pace of development, so many companies starting to focus on the upstream channel of home appliance chain stores, will channel resources to this trend is also becoming increasingly apparent tilt. Use the words of Mr. Ling Guosheng, do his own, manufacturers will naturally attach importance to the home appliance chain store channel.

Advantages disadvantages VS

Home appliance chain stores in the end involved in IT field, what are disadvantages and advantages? This is already a commonplace subject. Often talk about this, "not enough sales professional", "products not rich area for consumer choice is relatively small," the two issues must be criticized on the center. But think about it, these two defects is more intuitive, but it has become the field of home appliance stores involved in the development of IT bottleneck it?

In fact, home appliance chain stores and IT Marketplace business model is fundamentally different.

by: gaga

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