Chinese kitchen appliance is a very specific market, because of differences in consumption habits, domestic enterprises directly to a number of foreign-funded enterprise stopped at the door to foreign competition in the market. Some industry insiders is proud to provide journalists expressed this view.
Foreign-funded enterprises is denied entrance to directly promote the domestic enterprises in the product quality, functionality, appearance, marketing network, distribution and promotion. The reporter was informed that, at present in the Yangtze River Delta, in Ningbo in the Pearl River Delta in Zhongshan, Shunde area, has formed a domestic kitchen appliance industry's two great armies. From these two major base went out to fangtai, boss, shuaikang, dandy as the representative of the Ningbo Legion to Hua di, 000 and, macro, beautiful as the representative of the Pearl River Delta.
Press note, because these two bases in product positioning and target customer group, etc. in the development of initial formation-a difference of position, two army enterprise in a contest of the national market or formed two relatively parallel development trajectory. Guangdong Legion of kitchen and bathroom appliances Enterprise specializing in the low-end market, pursuing market scale expansion, emphasized the rapid popularization. In recent years, the US, 000 and, macro, and so the old enterprise, 34 through improvement in the domestic market of the network layout, with competitive prices, promotions and product marketing, fast lifting their broad market share of the low-end market.
While the kitchen and bathroom appliances, Ningbo Legion enterprise is the main focus in the high-end market, brand value management, the pursuit of high profits in return. In recent years, fotile, dandy two enterprises brand operation and the value of marketing achieved unprecedented breakthrough. Especially with kitchen and bathroom appliances to furniture manufacturing, and other areas of expansion, obtain greater profits. In product design and structure optimization, fotile, dandy more closely follow the European style, beauty, on the other extreme is to promote the aesthetic transformation of kitchen electrical appliances.
However, in the current market environment, two large Legion of kitchen and bathroom appliances enterprise performance was had very different results. Because of the economic crisis brought the spending power of atrophy, especially on high prices fall in purchasing power of the product. While such enterprises in recent years fotile to actively promote the transformation of the functional home, but also because the contract with the real estate market and have invested large output of embarrassment. At the end of last year, fotile's kitchen franchise stores because of poor management experienced employees or even cause a blockage in the door and bloodshed. Their economic performance in the winter has been questioned. At the same time, fotile, dandy, and other brands of oil smoke machine and stove at $ price, consumers questioned as hidden profits.
At the same time, some of the Guangdong Legion of kitchen and bathroom appliances enterprise sales are not due to the arrival of winter and the economy. Million and the Chairman of the Board that the Chu Lo million and through product innovation, channel deep ploughing, early layout measures such as the rural market, sales of domestic and foreign market last year achieved a growth of 35%. Earlier this year, 000 and also actively expanding rural market sales network, through the rural development of the kitchen appliance market, realizing in steady growth in sales this year. In addition, beautiful, professional kitchen huadi household electrical appliance enterprises, product direction, defined the low-end groups, and on three or four-stage market network layout earlier, basically through the rural consumer demand for mining, compensate for the decline of the urban market.
One of the industry that, regardless of the State when the kitchen and bathroom appliances included in household appliances to the countryside directory, do not have an impact on the business-to-rural kitchen appliance market opening and development of confidence. There are indications that the rural market as more and more of Guangdong Legion, competition will be more intense, while at the same time, the product quality and market order has become even more specification.
No comments:
Post a Comment