subject: Pathfinder Network Direct Appliance Manufacturers To Offensive Second Front - Haier, Skyworth, Konka [print this page] Despite the lack of overall sales volume
one thousandth, but network marketing is still subject to the collective attention of home appliance industry.
Nbsp end of last year, the industry's largest "red packets"?? "50 well-known brand presence" on the popular network of direct sales platform "brand home network." It is understood that, as of June 30, 2007, trial operation of the platform, six months, has attracted Haier, Skyworth, Hisense, TCL, Konka, Hitachi and other well-known brands, that are effective in up to 15,000 orders, the total amount of up to 26 million yuan. Expected to February 2008, sales reach 120 million yuan.
"Brand home network" is not the rapid development of the case. It is understood that, in order to save costs, to reverse the situation, Haier, TCL, Skyworth brands have opened their own online mall. Meanwhile, the number of home appliances business has also strengthened with Taobao, brand home network and other third-party network platform of cooperation. Although the appliance network platform, the current sales base of small, but, with the direct involvement of appliance brands, white goods and home appliances online sales has not only been recognized more and more consumers, and the channel is also home appliance makers, as to foster direct sales force, an important way to counter the traditional channels.
Became the dominant channel for cost savings
Firm confidence that the home appliance makers, with the characteristics of the consumer market directly to the network direct cost savings, improve market response capabilities show a greater advantage.
Is precisely so, the latest release of an "investment value of E-Commerce Report 2007" shows that in case of e-commerce in the area of investment volume and investment have hit a new record, were 15 investment cases and 1 100 million U.S. dollars in investment.
"However, the previous home appliances online sales, consumers accounted for the majority of consumers, business-to-consumer ratio of less. Therefore, product quality, service and other issues, have become an important factor restricting the development of . In contrast, direct involvement by the brands direct sales network, it is the network platform, manufacturers direct sales. This is the traditional stores, is also a challenge. "senior investment adviser Liu Yunlong analysis," The advantage of the traditional stores, a fixed location, brand reliability is relatively high, but to bear the store and the warehouse rent, staff salaries, advertising and other costs. The network of direct marketing brands, not only security, distribution has to be resolved, there must more development opportunities. "
Which channels the high costs of traditional stores, also contributed to opening up new channels for home appliances business reasons. Head of household appliances brand more than the traditional stores have publicly expressed dissatisfaction with the fees. It is reported that chain store in the professional, the color TV business sales and marketing channels is proportional to the cost. Sales ratio is higher, the higher costs associated. Person in charge of a domestic appliance company had reluctantly said: "The professional chain stores in 12 markets take advantage of the other household electrical appliance enterprises had to endure the various harsh conditions."
Appliance store sales, according to a Beijing person in charge, typically goods to all over the home appliance chain stores, the cost of each item will increase by about 10%%, mainly generated in the admission and other aspects. Through network marketing, you do not need this type of cost. However, different from traditional stores, Internet outlets into the shop does not charge any fees. In the absence of stock, it will not take up enterprise funds, including in particular brands, including some third-party home network platform, and even home appliances business and brand signed a cooperation agreement, only to sell products, according to a certain percentage of the actual sales charge service charge.
China General Chamber of Commerce data also show that in 2007, China's retail sales total about 8.7 trillion yuan. By conventional retail distribution 10%% of total costs, companies spend nearly 870 billion yuan in circulation.
Verify the point of view is an Taobao statistics. The data show that consumers buy products directly from the brands, manufacturers can save 15%% or more of the expenses.
