34 Bbcor

This entry Home Appliances Market Before and after the end of the formal retail market of China open to foreign capital to discuss prevalent, in fact, the fight in foreign commercial capital has begun. Wal-Mart, Carrefour started taking reports have filled the media. Strong commercial and domestic capital, but also significantly increased the pace of expansion in the near future, the most representative companies that Suning. First half of 2004, relying on the listing Wei, Suning breath new development of 75 stores, so that the total number of stores to 185.

However, when carefully heated fight in foreign commercial capital of the spatial characteristics, they will find that although foreign capital, "urban warfare" is the reign of terror, while the majority of the 34 market is still a pack of quiet and peaceful, but I predict This situation will soon be in the 34 market makers to establish a network break, that time, this new channel will become the new force can not be overlooked.

Home appliance chain will be the next three years half the world?

2004 year, the State the United States, Suning, together with such triple, Dazhong and Yongle, paraelectric, Tom Lee and other two chains selling business turnover, estimated that the home appliance chain turnover will exceed 80 billion yuan mark. While two years ago, this figure is 20 billion yuan.

Present, sales of home appliance chain is already a quarter of the world, if this trend continues to develop, I predict the next three years is expected to form a chain of appliance and large home appliance chain of traditional channels, half of the world situation.

In fact, when the country repeatedly and brutally trampled on the U.S. home appliance company, when the price system, when the appliance business market more and more countries the inherent right to speak, when the U.S. challenge, the feeling of belonging to household electrical appliance enterprises, in addition to not much frustration.

Side is the huge back section, side endless trouble, seeing sliding down the traditional channels, sales force, manufacturers have to start thinking about new channels.

New channel should be like? And large home appliance chain channels compared to the advantages and disadvantages of the traditional channels are clear.

Advantage of the main problems: wide coverage, in-depth levels of the market for consumers to buy; store small size, low barriers to entry, the development of dealers is relatively easy.

Disadvantage main problems: the limited strength of a single dealer; selling point spread, market management and high cost; dealer channel for the general lack of brand awareness.

Contrast, the advantages of a large home appliance chain mainly in: channels influential brand, sales support very large; the implementation of harmonization of procurement and distribution cost advantage is obvious; unified brand and unified management.

Disadvantage main features: a huge investment in a single store; large home appliance chain high operating costs, objectively requires large single store sales, sales of the corresponding radius is relatively large; and not very smooth relationship between the appliance business.

Thus, if the manufacturer can create a new channel, this channel has both traditional channels, the advantage of wide coverage, but also has a large home appliance chain channels influential brand advantage, this not satisfying both sides? I predict that this channel should have the following eight attributes:

First in-depth 34 markets. At present, in 34 markets, so only the layout of the blank to make up for the big chains, but also to avoid the large home appliance chain with the head-on collision.

Second, the implementation of brand operation. Chain is an important feature of brand management, the same, this new channel, also own a brand, and uniform across the country to use the brand operation.

Third, multi-brand sales. Implementation of a single brand, is clearly insufficient to support such a large network.

Fourth, a single store an appropriate scale. Although the same chain selling home appliances, but the pursuit of new single-store chain does not scale for large home appliance chain store alone more than 3,000 square meters, and this chain of single-store general area of 2000 square meters in 1000, so you can effective savings in operating costs, is considered the most reasonable area.

Fifth, unity promotion and management. Unified chain of sales promotion and management is very important, is the only way to establish channels for the brand.

Sixth franchisees. To nearly 3,000 counties across the country to establish such a large chain network, expected to invest in a company is clearly difficult, is expected to join the management chain the way through the structure based on distributor in the development of existing strengths.

Seventh, unified procurement and distribution. Because the network coverage area, a large population, this chain is expected to have more powerful sales force. Unified procurement and distribution is clearly necessary, both to reduce procurement costs, but also reduce logistics costs.

Eighth, strong logistics and information systems as the guarantee. With good prospects for development of such a channel, not everyone can, nor can do any business without strong logistics and information systems do not work to protect, so that logistics and information flow are more powerful enterprise most hope.

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