subject: Into The Small Appliance Market Can Not Do Without "marketing Four Power" - The Kitchen [print this page] China Small appliances Market is rapidly evolving, the data show that China's small household electrical appliances in 2007 achieved sales of more than 970 billion yuan, an increase of 13.9% in 2006, the annual output of small household electrical appliances continued growth, reaching 1.44 billion units, up 12.7%; in a report released by CCID Consulting, sales of small household electrical appliances in 2008 has exceeded 100 billion.
From the use of function point of view of small appliances include kitchen appliances,
Home Small appliances, small appliances and other personal life three categories, each category has a dozen products in the category. The pattern in the market, small kitchen appliances dominate, accounting for 78% of sales. From home ownership, the general European and American families of small electric appliances per household ownership of 37 pieces, while the average Chinese household appliances have a small amount of only 3? 4, the more economically developed cities are not over 10, especially the popularity of small household electrical appliances in rural markets has just begun. Can be seen, small household appliance market in China, except for kitchen and other home appliances, personal care and home appliances small home appliances small market also has great potential, through new product development and market cultivation, the development of space will be inestimable. Moreover, each country has at least 260 million households move into new homes.
Is because a huge market capacity and up to 15% to 30% profit margins, including large household appliances, smart home and other forces began to enter the small household appliance market, according to statistics, domestic production of tens of thousands of small household electrical appliances factory home, the market could see a certain degree of influence in nearly 300 brands, including
TCL , Glanz, Gree, side too, Asia is, 9 Yang, Tsann Kuen, beauty, boss, etc.. Any brand will also face two situations, one side is an attractive market for cake and have enough room for imagination in the market, while market competition is fierce and
Marketing Homogeneity means, how to successfully break through the many brands, is currently the relentless forces of the shares of small electrical appliances to solve the problem.
Especially later into the small household appliance market, the manufacturers concerned, or those who deliver innovative products, small household appliances enterprises, and how the existing businesses on the basis of Oligopoly promotion of transcendence, is a test, is a very interesting thing. Deng Chaoming that the sudden emergence of small home appliances brand, creative marketing can not be separated to the core network to support marketing communications and marketing execution for the protection of, and ultimately produce a strategy for dynamic sales force that route, ie, Planning Director Dengchao Ming won the consultant in 2008 launch of the "four power marketing" marketing system.
First need to break the pattern of creative power competition
In accordance with the original meaning, "creative force" is to be refused to mediocrity, to break the routine, breaking Chen Xi, so that marketing has become cool, so well-known even louder, so that products move off smoothly. In the current promotion of small appliances, also being confronted with new concepts and selling refined products, as well as promotion of innovation issues, such products take the "health", "Happy," "taste," "Fashion," "Entertainment "of routes, from selling new technology to extract, from the corporate way of life advocated by looking for bright spots in order to impress the consumers. This difference of creative strategy, competition will break the existing pattern of access to place, and even beyond the existing brand.
Current small appliances market, some more big brands are doing some marketing ideas on paper, small household appliance market, for example, DF-around "Fruit small household electrical appliances," launched the "drinking culture", "health guardian "," family drink Center "and other concepts, but is limited on the dissemination efforts. In
Yuba Market, BNN warm treatment partner Zeyi main "health" selling point, in Yuba conventional heating,
Illumination , Ventilation and other functions based on the general integration of "far infrared therapy" function, to promote the "Yuba updating", and the help of external consultants to win Road, the power of promotional marketing agency, has achieved remarkable record.
Execution of small household appliance market spoiler is not completely determined the results were difficult to
Creative planning strategies not only to satisfy the creative and new, the key is to implement innovative strategies to the fastest action, only action can make the creative realization, so that strategy realization.
