Enhanced Control For The Integration Of Resources? Appliances Self Channel Misreading - Appliances

Buyer's market, and growing new chain of hypermarkets

, making the relationship between manufacturers in the game of manufacturers increasing trend micro, businesses also increased hegemony vendor relationship discord. The face of the aggressive tendency of businesses, struggling with poverty in the profit of the manufacturers have begun to "Qiongzesibian", driven to revolt against the businessmen to seek hegemony in the long march of the way, start all over again and rebuild channel into many manufacturing giant out of control chain a natural choice.

2004 3 months, Gree air conditioner sales because of the dispute and the National US-led directly to the relationship breakdown, becoming the first large flow of words against the company, this has also had Gree now known as "store" model; then, TCL's "Happy Tree" multi-brand chain stores programs and beauty of the 4S shop programs also have baked. In this context, many people also think that the home appliance manufacturers to open stores, is in self-built channels. Actually this is a home appliance manufacturer involved in commercial, not the so-called self-built channels.

Genuine factory direct self-built chain stores in the success rate is very low, the correct way is that they use their own brand name appeal and influence of the dealer to integrate resources from the distributor in accordance with the chain stores operating system and management requirements of business, when conditions are ripe then, manufacturers and through to increase their investment, management participation and other means to gradually strengthen the monopoly control of the network, eventually forming the so-called self. Following the example of our combined to analyze Gree.

Brand first

Many Chinese home appliance manufacturers in the past mainly to production-based, product sales to be completed by the middle of wholesalers, through the years generally are large-scale enterprises, as a manufacture brand awareness and influence are also very high . However, manufacturers today's rapidly changing power structure for self-built factory direct store chain is undoubtedly the success rate is low, partly because they lack the necessary chain of management talent and long-term accumulation, easily lead to the channel collapse of the system; the other hand, the construction chain store personally spend a lot of capital and effort required to create and play a chain of scale advantages, which for a traditional manufacturing enterprises, it is difficult to accomplish. Therefore, they can do can only make full use of its existing brand name appeal, through commercial channels of intervention to integrate existing resources, from manufacturing to commercial brand extension of the brand, so the first step towards rebuilding channels.

Resource integration

Manufacturers in the development of early on has become a traditional distributors and sales operations, responsible for most of its products. Even in the rapidly expanding chain of hypermarkets end of today, the domestic market is complex and variable, immature, and distributors a unique advantage of such models because, spread throughout the country, retailers in the field of home appliance sales, especially in the third, four village market still play an irreplaceable role.

However, because the dealers represent the interests of different subjects, so the process of product sales in their own ways to seize the site and bid for the internal friction, so the price system and the brand image of the damage, which makes home appliances manufacturers began sprouting up on the dealers to implement the idea of unified management; the same time, facing the "end for the King" swept the loom of the wave, the traditional dealers have begun to feel their power is not simply rely on their own one-man operation can accept the deregulation, and also hope to find natural resistance to shade trees. Where does this tree is a joint production between the dealer does, or by their common upstream supply manufacturers to lead? The answer is obviously the latter. Only in this way have a large manufacturing capacity and courage to push dealers to carry out the integration of resources, this also happens and manufacturers involved in business thinking. Your affectionate, I intend to end, when the manufacturers to display their brand cube when climbing and called dealer must also rise to the response, in order to achieve the restructuring of the dealer resources, integration.

1997, the Deputy Director in the Pearl Gree lead, the Gree dealers in Hubei big four come together, link them to set up asset sales company in Hubei Gree, 4 variable 1 , the business equally, unified network, the uniform price of foreign shipment.

by: gaga

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