subject: Huang Guangyu closed three months into a high-end Eagle victim? - Eagle Electric, Gome, Wong Kwong Y [print this page] Huang Guangyu closed three months into a high-end Eagle victim? - Eagle Electric, Gome, Wong Kwong Y
06 12 12, Beijing Eagle Electric Appliance in less than 3 months of opening just announced the official closing time of consolidation, which led to industry consolidation Eagle Electric closed a fierce debate. "Square players" reason is closed not because of strategy Eagle error, but no experience in operating high-end retail stores; "anti-party players" is that the Eagle Electric closed the main strategy is to adjust the official response to Best Buy up shop in China . The author believes that Eagle Electric closed mainly due to household appliances, "Consumer Electronics" nature, but beautiful country for the failure of attempts to improve gross margins of Chinese home appliance chain to find ways to provide a counterexample. Appliance is not the decision not to go high-end luxury "Appliance" by definition is the "appliance", is home of the commodity consumers. With the decline in the price of home appliances, improvement of living standards of Chinese consumers, the replacement rate of household appliances have begun to accelerate, which means that household appliances became a "consumer electronics products." The country the United States as China's largest consumer electronics marketing company, was the main reason for consumer recognition is "affordable." Eagle Electric Appliance Group, as part of the country the United States, and fundamentally still is affordable to the consumer the feeling. The high-end positioning Eagle Electric, which is inherent in the minds of consumers, "affordable" properties contrary to its failure at the source of trouble. Well known international brands of watches, Omega, Rolex and so will not be placed in supermarkets, but into the jewelry store; Nokia mobile phone noble Vertu, is placed in jewelry store sales, and will not enter the general mobile phone store. Appliances are not a luxury but the characteristics of consumer goods, determined its only general store in the sale of home appliances. In addition, the author has repeatedly light Gupeng Run Electric, discovered that many of Suning, medium and large are not the intelligent home, high-end audio and video, and even BMW and other expensive products. Simultaneously, there are more and Gome, Suning, Dazhong, exactly the same as the conventional five-star products, which account for more than 60% of the area of the store, but the price is higher than ordinary stores Bale. This result is smaller shipments of high-end products, but in the end product prices higher than the neighbor countries as the United States, no one cares, the end result is definitely uncollectible bad. Product fuzzy location errors I found in the Eagle store, shop, though, "Whirlpool", "GE", "Honeywell" and other internationally renowned brand of original electric products, but similar to the TCL, Samsung, LG, Siemens The mainstream brands such as the domestic market but still account for a large proportion. Leaving aside the after-sales maintenance of original products is how to trouble, said the mainstream brands, but also can be seen elsewhere at random stores. This makes high-end Eagle did not look, even to go high-end line, the product of post-service is a big problem.
