subject: "dances With Wolves," The Survival Strategy Of Small Household Appliances Enterprises - [print this page] Home Appliances Industry, market competition has been a household name. According to MII statistics: In 2005, China household appliance industry profit margin is only 0.61%; in 2006, the profit level of household appliances at a lower level increased slightly, National Bureau of Statistics data show scale enterprise appliance industry The profit margin is only 2.3%. Faced with this competition, so the environment
Small appliances Enterprises to competition. Changhong Price-cutting incident, two million (Macro, 10000 and) cut prices
Oaks The Tiaolou Jia, a number of columns cut prices: from
White Goods To extend to the beige black appliances are appliances for household appliances market as justifiably the Red Sea.
Siemens And other high-end foreign brands,
Haier And other brand new concept, Aosmith retrograde price increases, household appliance market, the competition is diversified, full of too many positive striving hard. Home appliances market, "Wolf" too many, but not exclusively, but they tried to occupy this vast market.
Wolves only prey in substantial areas of food, household appliances market focus wolf
Public Market, and strive to occupy the favorable market, both high-end Siemens Corps overseas, or Haier famous brands in the end, they hold in common are the mainstream of the mass market, but has divided the community level, household appliances market There were wide neglected "niche" market, especially in the pursuit of individual times. Let's look at the habits of wolves appliances: the new high-end technology, brand influence, the new concept of speculation, posturing different, original capital and flame-round destruction of their pursuit of large prey to the large market share, cost advantage under large-scale, brand influence, continue to enhance corporate image
Stage Profit as a secondary choice, niche market too busy to care, so that the market remained in a vast space.
Chuangjia veterans group said layer, Haier, Skyworth they are carriers, foreign legion is a super aircraft carrier, we are small fish boats, aircraft carriers I can wave knocked us, so we drove to them not to where: shallow, reef, Gap Lake. This highlights the true meaning of Dances with Wolves: Wolves not to go to, not predatory wolf predation, and to seize the wolf are not aware of, the positive differentiation to avoid confrontation, to seize their own arena.
Small household electrical appliance enterprises survival and development, need to differentiate to develop their own market space, to avoid falling into the mass market massacre, the following is the author of several suggestions:
First, grasp the product life, improve
Service Quality. This is the fundamental development of all enterprises, SMEs have to the case. There was an appliance dealer to a boss made an SMS: Quality is our life ... .., and the business end of the decade
Cooperation . SMEs tend to market price "competitiveness", continuous cost reduction, quality and service assurance as oral characters. May occupy the temporary market, but, after all, to greater difficulties. Prices are not differentiated fundamental function of the rational development of home appliances, personalized design, channels, differentiated services, this is the key. The quality of products and services is fundamental in all of this is the most basic customer requirements.
Second, the study habits of the wolf, wolves avoid attacks. Household appliances industry, there are basic habits of the wolf, above analysis, they ignored many of the niche market, can not meet the customer's personal, non-mainstream channels ignored, can not penetrate all market segments, which are small and medium enterprises living space. More importantly, easy to detect the movements of wolves, while SMEs are often overlooked in a certain range, while the wolf is difficult to change the habits of inherent (product and market positioning), and flexible small and medium enterprises, the corresponding market faster changes. This is the advantage, the advantage to meet new market demands.
Third, concentrate their superior forces to seize a particular market segment. Small household appliances enterprises need to change the wolf bigger and stronger the habit, but the pursuit of fine, skilled in a particular Area market, concentrate on the formation of product and market continuity capabilities, expand the edge of the battle.
