Zero for household appliances giant, "Down to the Countryside" wrestling county market - r

Zero for household appliances giant, "Down to the Countryside" wrestling county market - r

Continue Gree , TCL After Changhong Also speed up the market in the 34 "live on their own" pace. Recently, Sichuan Changhong Electric (600839) a unit of Changhong Air conditioning Announced, Changhong air conditioner will spend 200 million yuan to the county, town, village and other 34 channels to open up the terminal building market, Changhong air conditioner to Sell Network upgrade from the current 3,500 to 10,000. This is of course Appliance Retail Giants do not want to see. Country United States Group President Huang Guangyu Recently also announced that the country will be implemented this year, the U.S. " Countryside Marketing plan. "Specific mode of operation, cost of procurement of goods in the appliance, only one percentage point increase, and then distribution to home appliances and other household appliances in retail outlets retail stores. "To the vast rural world, promising." Appliance giants have a common target of zero for the 34 market, the two sides of the channel contention is inevitable. Appliance makers keen to "up the hill to the countryside" "Channel is king" has become a household electrical appliance industry is an iron rule, a second-tier markets in the loss of voice channels, the appliance maker will not let go of the 34 natural market access control. Changhong air conditioner has this year (2006) as a "channel construction", Department of Lvshao Feng Changhong air conditioner market said sales last year, Changhong air conditioner 120 million or so, most completed in 12 markets. Currently 34 sales outlets has reached about 8000. The air-conditioning last year, the United States had "went to the countryside", TCL also 34 market development "Happy Tree" as a retail specialty store terminal. Fragmented distributors as well as the lack of purchasing scale Logistics Supporting services such as imperfect, the rural market price higher than the urban household appliances; the same time, household appliances far from the richness and quality of the reach of urban residents consumption level of appliances. At present, led by the distributor channel model is the 34 major market sales channels. Unwilling to control changed hands because the retail giant Gome Brand Management Center Director Yang Ching Ho admitted that although the home appliance chain stores have been developing by leaps and bounds, several major home appliances chain stores has reached nearly 1,500, but Network Still can not cover the vast rural market, self-built stores in the rural market potential is very small, and the use of 23 stores to 34 cities, the market radiation is the better choice. States United States will show the "price" the housekeeping magic weapon procurement costs in the home appliances are adding a point of profit distribution to individual stores and other distributors and retail outlets in rural areas, to ensure that they get lower The purchase price, to maintain a reasonable retail price. Gome will use its huge logistics, after sales service system to help roll sales distribution network. Industry believes that the country the United States to only add a point of home appliances as "ammunition" available to 34 markets Retailers , Intended to attack self-built channels for manufacturers. Two channels will now "right-hand stroke each other" Industry believes that the chain stores and traditional distributor channels, as the two companies, bound in three, four market rivalry, Price war Is still inevitable. Lvshao Feng stressed to reporters that although self-built channels to develop 34 market, but Chang could not give up this chain of stores in 12 markets in the main channel, only adherence to the "walking on two legs." He acknowledged that the future of the two channels in 34 markets Competition Can not be absolutely avoided, and each time the price war is on the company's brand damage. He believes that the manufacturer's solution is Planning Reasonable product line, to provide different channels for different customer segments and products. Present, Changhong air conditioner has adjusted Marketing Organization Framework to further refine the marketing area of 7 and 32 large area Marketing Management Center to refine the management of the distributors, to avoid the occurrence of price wars. He Yang Qing that different channels is the source of dispute: the current homogenization of household electrical appliances is widespread, some manufacturers brand planning and inadequate, while the production one, two, three line brand, and would have also entered the market at all levels. He believes that manufacturers should clear product positioning, 34 market should be corresponding to the second and third tier brand manufacturers to do, so that different channels can reduce the commercial pressure of competition. Paller Consulting Director Luo Qingqi that the traditional distributors can not and chain giant in financial strength and brand on the counter, with the gradual improvement of the layout of the giant chain, appliance manufacturers will withdraw from 34 self-built channels to market. "Refined the layout of our manufacturers and our division is to be clear, the manufacturer of the functions is to develop products, not the development channel." Yang Qing not cover any Decorations Ambition to control the distribution channels.

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