subject: Burden Appliance Manufacturer Launched The Fourth Channel Of The Industry Revolution - Glanz, Gome, [print this page] In the Chinese home appliance industry, factories and agents from the alliance to jointly build a distribution system, the depth of the wind has been overwhelming. Prior to Gree represented by the manufacturer and the regional distributor channel sales company joint venture model has been hailed as the classic case. Now, with Galanz, the United States, and higher corporate blog on "Gree model" of reform, household appliances industry began a new round of channel expansion strategy.
Reporter learned Galanz in the Chinese market in 2007 will promote the holding of joint venture sales subsidiary based marketing. Glanz and subsidiaries around the business from the common shares registered, featuring general manager positions with two types of people: one is elected by the representatives of local businesses, a category is selected from the corporate marketing team out of representatives. Glanz Electrical Chinese Han Wei, general manager of sales and marketing head office said Galanz started in early 2006 in a joint venture owned subsidiary of the China market try to model this year, the traditional marketing center and office management will be completely removed from the Grand Shi of the Chinese market. It is understood that all sales subsidiaries are independent legal capacity, which means that each unit has operated on the local market decision-making power, their own decisions and losses. According to reports, the country has been established now Galanz 52 sales subsidiaries, including Tianjin, Sichuan, Hebei, Fujian and other places belong to the joint venture holding company.
Appliance industry launched the fourth channel of the revolution
"Whether manufacturers or merchants, and not just doing some restructuring, which is a Chinese appliance channel depth in terms of changes." Former agent Galanz Sichuan Province, Chengdu, the total of advanced kitchen Manager Liu Hongbin told reporters said. October 2006, Liu Hongbin to an agent's identity to become general manager of Galanz sales company in Sichuan, the overall management of Galanz brand in the local market exploration and development. Liu Hongbin like this, from the previous "vendor relationship" development "business partner" of the agents, now more than 20 Galanz.
Recent years, surging home appliance channel revolution. From the last century, the rise of the middle and late wave of corporate self-built store, to order as Gome and Suning, Yongle, Dazhong, represented with great sales ability of the sudden emergence of a super home appliance chain, home appliances sales channels had "structural" drastic change. Appliances traditional agency, Distribution channels are emerging super strong chain challenges. Channel changes at this stage, was the first revolution, and were regarded as the second revolution, which triggered the second channel of the revolution home appliances chain (including raw materials procurement, brand marketing, technology research and development, channel sales, etc.) turbulent.
After experiencing the dependency chain, 2005,2006 channels in consumer electronics manufacturers to reveal the dark layout regression trend. To a group of self-built channels integrated appliance manufacturers a prelude to revolution in home appliances swept from the third channel: the most representative case is a large range of TCL in the country to promote its own brand happy tree home appliance chain, there are a large number of household electrical appliance enterprises start " went to the countryside ", massive self shops.
Many manufacturers in the direction towards self-built channel breakout, the nowadays group of air-conditioning, small appliances for the home appliance business representatives began holding sales of large-scale joint-venture company's operations, excellent channel for business and the depth of the National League. They Gree model was modified, a joint venture cooperation with various agents, integration of sales networks and systems businesses, the establishment of regional sales company, solely responsible for the local market expansion. Insiders point out that
The home appliance industry called the fourth channel of the revolution.
U.S. officials think the country, in business, diversified sources of change is inevitable direction. At present, the chain's coverage of the region is still under development, in this case, the traditional channels and new channels will form complementary relationship.
As "locomotive" impetus
Insiders pointed out that such a marketing center from a subsidiary of now, the change of the core is the establishment of interest, responsibility management system with a system of checks and balances.
