subject: Crisis, Small Appliance Manufacturers Bullish On Store Should Emphasize On "feelings Cards" [print this page] Suning Appliance sales staff told reporters: "At present, beauty, health, fitness and small electrical appliances are very hot, up to 30%, Suning Appliances category is to increase the propaganda and sales accounting." Gome said, "very optimistic about sales prospects for small electrical appliances."
Business: the profit outlook bullish Appliances
According to general manager of Guangzhou high-cluster description of GOME, in 2008, the traditional home appliances color TV, refrigerators, washing machines, air-conditioning sales growth slow, flat-panel TVs more popular than outside environment affected by the financial crisis affecting the real estate market, air-conditioning , water heater sales are unsatisfactory. The contrast ratio is, small appliances, especially the small appliance sales call, according to Guangzhou, China U.S. sales statistics, in 2008, small electrical appliances have been occupying the overall sales of 12% in profit contribution, the traditional home appliance profit rate of less than 10%, small electrical appliances has reached more than 20%.
"This year we mainly do is increase the whole product line of small appliances in the proportion, we expect again this year, an increase of five points." Higher cluster that increases the advantage of a small appliance category effect is the country the United States in 2009 " optimize the product structure, "an important part of the strategy. Breakdown product line of small appliances
Latest statistics show that, under the same conditions, the average daily spend in Europe housewives 2 to 3 hours to do housework, and the Chinese cities of housewives daily time spent on housework has reached 6 to 7 hours. Experts believe that, "This is mainly due to differences in penetration of small appliances." It is understood that the European average household has 20 pieces of small appliances, while the number of Chinese families that only seven.
"Appears in many Chinese consumers and small appliances is the electric rice cookers, microwave ovens or the like, but in reality small appliances can be broken down into food cooking class, type rice cooker, life and beauty electrical appliances and other categories of different the category. "of the highest cluster description:" In the past we have not broken down small appliances, the whole display on the display of more extensive, but we will in future articles meticulous. "
Reporter visited the store found on the market now has many varieties of small appliances, single "Beauty Appliances," a device to include skin care, legs apparatus, hairdressing device, perfume beauty devices, hair dryer, electric shaving a number of knives; food dishes with soybean milk machine, bread maker, juicer, etc.; the traditional "rice cooker category" products are not only limited to the rice cooker, electric pressure cooker, purple clay pot welcomed by the market is also growing, but according to the East Link Designer small appliances, "the variety of small appliances have more room to dig, and now there are many products on the market limit."
Appliance industry analyst Wu Meiping that "as consumer become more rational and personalization, small electrical appliances not only healthy fashion, low prices, but also very appropriate, emotions and will become increasingly sought after by consumers . "
Manufacturer: Appliances should emphasize on "emotional card"
Industry experts have put forward the view that: "Modern and even future is a time of excess consumption, in a relatively affluent society, the purpose of the consumer is no longer just 'for the needs of the consumer', it is more 'To feel the consumer'. "
Reporters learned of small electrical appliances manufacturers, with the industry product homogeneity is getting worse, in the past with leading-edge "feature" selling point has been the lack of competitiveness at the same time, market conditions and consumer demand has also been to changing. Head of the U.S. small home appliances, said: "In the global context of financial crisis, small appliance market is facing great challenges, production costs, monetary tightening, market competition is intense, and simply rely on 'Product and' the traditional rational marketing model not only can not meet demand, but also can not guarantee the survival of enterprises. in the material needs are met, the consumer demand began to shift spiritual level, their desire to bring spiritual comfort to the selected brands, and self-expression, emotional appeals will therefore into the United States pay more attention to the small electrical appliances in the future focus of the latest competition. "
Crisis, Small Appliance Manufacturers Bullish On Store Should Emphasize On "feelings Cards"
