subject: "luxury Appliance," An Increasingly Favored For Storing High-pyramid - A Luxury Home [print this page] More than 150,000 of More than 150,000 of
Liquid crystal
TV
Sold out of stock during the National Day; more than 10,000 of the washing dry
One machine
Beijing
And Shanghai, the market frequently out of stock ... ... the price higher than the same common household appliances and even a few times several times a "luxury home appliances" in the market selling so many of the industry cries, entered the luxury consumer appliance industry period.
"Luxury appliance," an increasingly favored
15.8 million 65-inch Sharp LCD TV, 14.9 million
Changhong
65-inch plasma TV, 13 million
Digital Cameras
5 million Vertu
Mobile
1 million Vantage stove, 4 million yuan in
LG
Fridge ... ... more and more "luxury appliance," started to become
States United States
,
Suning
, Sized, etc.
Home appliance chain
Beijing Enterprises
Flagship store
The main product, worth the money for these appliances not only did not suffer the supercilious fine, but popular with consumers: 11, the "luxury home appliances" for the Beijing Suning Appliance has won a 50 million yuan of
Sell
Income; the Beijing Dazhong Electronics store the Central Tower, 11 achieved a 43 million yuan during the sales.
Advertisement Promotion Department Manager, medium and large electrical
Zhang Yong believes that "luxury appliance," favored the market, partly because of these "luxury home appliances" in certain special features to meet the high-end consumers on the special needs of home appliances and more or because the companies out of more than
Brand
Operate
Strategy, sales of artificial control of market effects caused. Yong explained that the "luxury home appliances" is not a simple consumer goods,
Marketing
Strategy also differs from common household appliances. Enterprises will be a product positioned as luxury goods, primarily to enhance the brand image, the yield is not too great, even if received by the market favor, in order to maintain high-end image, companies are not heavy volume sales. The purchase of "luxury appliance," Most consumers have a strong consumer power, does not like to buy as traditional appliances have to wait for lower prices of consumer psychology, the manufacturers of controlled goods sales, it will inspire them to buy warm, so even if the price higher ordinary household electric appliances and even a few times times, "luxury goods" because of its rare, unique features are still loved by the market and chase.
Consumer pyramid
It
Chinese brand
Strategy
Association survey shows that China has 13% of the population of "luxury", "for enjoyment" of the spending power and tendency to high consumption in 2010 will increase to 250 million people, this population will become a "luxury home appliances" and the main consumers.
Consumers "luxury appliance," the pursuit, attracted Samsung, Electrolux and other international brands in the Chinese market have their own top home appliances to test people's spending power. Not long ago, Samsung will be developed in South Korea of a bid 1 million yuan of 80-inch big screen
Plasma TV
Moved to Beijing, according to sales personnel, this TV now only accept the booking, the price after six months was 68 million; Electrolux will also be priced at 6,600 yuan equivalent imported Swiss air purifiers running the Beijing market, start order.
The face of the market more and more "luxury home appliances", Guangzhou, the army attack plan
Business management
Director of Strategy Consulting Limited Liu Buchen, warning, "luxury home appliances" are pyramid consumer, although the overall number of products is growing, but "luxury appliance," the proportion of consumption in the whole are not great, can never become a market consumption mainstream. The concept of luxury goods in the international arena is "a need beyond the scope of people's survival and pleasure, and has a unique, rare, exotic features such as consumer goods," luxury is not worth the higher market share higher, on the contrary, precisely because a thing hard to come by, but even more of its luxurious nature, therefore, a luxury for the few people ever have by no means
Public
Of consumption.
"Luxury home appliances" ride good ride
View of the luxurious products to enhance brand, the practical effect of stimulating consumption, and many Chinese companies started to "luxury home appliances" for future
Competition
Direction, but the
Expert
But that the Chinese household electrical appliance enterprises are to take the "luxury appliance," the ride is not easy.
Experts say it is in the market "luxury appliance," Apart from a few in the technology does have extraordinary advantages, most of the "luxury home appliances" in the value do not have any outstanding merits, is completely
