subject: Appliances competing in the sub-channel consumer groups - home appliances channels, Gome, Suning - H [print this page] Appliances competing in the sub-channel consumer groups - home appliances channels, Gome, Suning - H
Cheap for experience, consumers do not change change? As Gome, Suning predicted that within three years, Best Buy is also a problem. See the current situation, as an international chain giant, Best Buy now in the Chinese market is still in the conceptual stage. For Best Buy, if the fine management of his long-play items, if the lock their point of consumer groups, or no small problem. The GOME, Suning the current situation is clearly winning in size, the country after the U.S. M & A Paradise will reach 800 outlets, with annual sales of up to 800 billion; Suning Appliance store a total of more than 350 nationwide, with annual sales of more than 30 billion yuan. Local home appliance chain giant mover advantage is very obvious, but the rapid decline in the profit sheet shop deeply troubled by the problem. The Best Buy in the presence not only brought new changes to the channel, but it is worth noting the fine management and service will bring a new experience for Chinese consumers. Best Buy fine refinement of management tied the hands of its rapid growth, competition in the future Best Buy is able to drive straight or outstanding issues. But Best Buy's presence will definitely give Chinese consumers in addition to more fresh shopping experience. Best Buy's market point is clear: this group is relatively high incomes, pay more attention to store shopping environment provided by the purchase of products in the process of experience, and would like to enjoy more sophisticated services. Best Buy in North America and even to their target audience broken down into: Small business owners, affluent business professionals, home men, busy housewives, young fashion enthusiasts of five group types. And for different types of customers, specializing in how to meet their different needs. Order to provide the whole process of shopping enjoyment, or even the specialized Best Buy to open in Minnesota a area of 30,000 square meters of the experimental simulation of stores, where no external sales, the product layout display for customers to facilitate the running of the channel How convenient for getting goods, etc., repeated experiments in order to best effect. From Best Buy's Shanghai store of view, obviously to create a focus on consumer experience. Arc famous open container on more direct display of the computer, cell phones, digital cameras, DV and other products, these products are not displayed by brand but by category, sales, store where no brand promoters. First store in Shanghai, for consumers with high-end audio and video products, audio-visual world, Magnolia Need to provide complete kitchen solutions, "Men of the kitchen" area, and to provide specialized computer services, "Geek." "Geek" do not sell products, but to provide specialized computer services, but they really for the sake of customers, customer product design solutions. These gave consumers a different shopping experience. Addition to appliance consumption, Best Buy's fine will be more impact on IT, digital consumer products, because these products account for more than half of its overall product, that this is a giant home appliance chain a good thing. Best Buy computer store selling fake products to those who fear sub-standard product, on the IT stores do not trust, do not want to waste time in overcharging customers with no small attraction. Of course, accustomed to cheap add promotional models to Chinese consumers will like the "customer-centric" model, the market remains to be tested. Links Best Buy's calculations: low-cost acquisition of the three Kai Wai appliance retail business?? Five Star, to go into the "triangle" strategy, the North can to Beijing, Shanghai South to attack. The "five-star brand" adopt flexible and international localization strategy, stick to low-end; to "Best Buy" to implement a highly efficient global brand management, storm-end. In the Chinese market is not fully ascertain the consumption level and consumption power of the situation, seize the high and low ends of forward and attack, retreat and defend. This is enough to see Best Buy consumer electronics market in China's long-term plan.
