subject: After Fierce Competition, Home Appliances, "11" In Search Of Spring - Shenzhen Gome, [print this page] Shenzhen Shenzhen
Home Appliances
Industry grab the "golden" competition
Recent years, Shenzhen has become the country's home appliance production base, leading and driving the national home appliance industry. "11", which has been considered a "home appliance sales war," the prime-time, home appliance industry in the mode of operation, marketing ideas and other aspects of the contest launched in-depth. In the "post-11" period, how they are lonely to stand in the way it?
Appliances rely on circulation marketing "aircraft carrier"
Shenzhen appliances zero sales from traditional department stores, the development of the electrical appliances store, to the current national beauty
Suning
Sudden emergence of supermarket chains such as home appliances, with a considerable scale. With the appliance industry oversupply situation, the industry entered a buyer's market, distribution channels has become a scarce resource, also show the advantage of dealers out. Fierce competition in the domestic market situation, household electrical appliance enterprises experienced differentiation, reorganization, joint shuffle many times, there has been production giant circulation "aircraft carrier" on behalf of a group of companies. In recent years, Gome, Suning Appliance and other supermarket chains confirmed this rapid development, with domestic manufacturers to establish their strategic alliance to create a national home appliance brand. Rapid digestion and manufacturing for the domestic appliance spare capacity to provide a platform.
Continued expansion of phone-in contest still lingers
With previous years, the move to the household appliance market, expanding Pengcheng this year, compared the city's home appliance industry is obviously more boring, but the reporter learned that behind the seemingly calm but contains a new competition Wind, Gome "Huaqiang million flagship store business," reinstall the eve of the opening at the National Day, this year also Suning to open several stores in Shenzhen. And because commercial real estate prices higher, the government more standardized management factors such as location of the major chain stores as well as increasing the number of open stores has become more and more rational, they pay more attention to local spending power and effectiveness.
Advantage of differences in management previews
As the one of most concern to the industry, home appliance industries thrived not only because it involves thousands of families improve the quality of life, but also because it presented the development of numerous crowded out.
"11" period, the price cut is still a killer appliance market in the major appliance stores, the "senior vice president and marketing," "special products" such obvious propaganda slogan is still a bright spot to attract consumers. This in a sense illustrates the huge price advantage attractive to consumers. In promotions, the various supermarkets to buy a gift bundle, price promotions, live events, media conferences, business cash awards, special aircraft subsidies, sweepstakes and other 11 starts, maximize the ones who enjoy the public access to the consumer of all ages. Shenzhen, China to the United States is concerned, "11" the overall rate of increase during the same period last year more than doubled. More than 30 stores from its comprehensive sales data analysis, since September, the total category sales of household electrical appliances gradually increased, especially
TV
And 3C of the sales, it is the leading peer-level, of the total sales of nearly 60%. While Suning sales are also a record high.
Outstanding service brand new tricks to win
If the fierce price war, the industry will continue to exist various views on the merits, then the outstanding service business through differentiated quality store operations to achieve the overall breakthrough will surely be on the consensus between the various businesses. Both Shenzhen States United States to "eleven" opened during the entire line of "sincerity for a long time on value added services to protect", or Su Ning's "sunshine package service plans," "appliances free trial" and other activities are dedicated to providing consumers with the highest quality and affordable services, strengthening the product before, during, after-sale protection, so that consumers feel comfortable buying, to achieve the expected sales plan. This offer from the supermarkets sales slip is not difficult to find.
Home appliance industry "to find the spring in winter"
"11" after the consumer electronics market is still smoke, although into the off-season, but the business continues to actively launch various promotions rob city.
