The old marketing model home appliance chain – the home appliance chain, Suning Appliance – Househo

feel about state store

Precise localization of store types, strong attack 3C consumer
Products, home appliances chain behind to seek a face-lift is to expand sales and production, supply and integration of autonomy initial attempt.

2009 end
First settled in Shenzhen hunting Period Square boutique. Tiger followed the end of the first and second boutique also in Shenzhen Nanshan District Holiday Plaza Masuda rapid appearance. Relative positioning in the two states of a more high-end stores, and stores the difference between the traditional clear: the concept of product layout and weakens the brand, by product category and performance display; 3C consumer electronics products substantially increase the proportion and
, Digital cameras and other electronic products out of the counter, “binding”, open-frame display free experience for consumers than the right.

In fact, as early as 2007, the international home appliance chain giant
Best Buy
Will experience the pattern into the Chinese restaurant, but the cautious pace of expansion closer to consumer demand to make the new ideas did not have access to rapid growth. In Shenzhen, home appliance chain paraelectric earlier the idea into practice, Vientiane City paraelectric museum and almost immediately following the launch of Best Buy’s lead. Second half of 2009, its stores are well Huaqiang North copy of the open-frame of the experiential model.

With overseas Corps were in formations in the Chinese market significantly faster, with Suning Appliance Chain represented long-awaited transformation of the business model has become increasingly radical. Have baked in the boutiques, shops experience behind, it is home appliance chain in order to expand the autonomy of the home appliance sales, improve profitability attempts carried out: detailed market position, change to self-associate to launch own brand names. CITIC Securities analyst Zhao Xueqin, chief retail industry that the Chinese home appliance chain is still in profit from squeezing suppliers to optimize supply chain transition phase, and from the experience of foreign home appliance chain, home appliance chain through the development of independent brands to upstream, the establishment of independent distribution system to lower the production, supply and integration model is the inevitable trend of future development.
Upgrade to speed up the pace of competition in transition

The past few years, relying on through “account of” occupier class supplier of funds
Mode (see Articles in September 2005 No. “GOME Suning type of financial survival”) to Suning, Gome appliance chain represented by enterprises from the network layout to the rapid expansion of sales volume. 2002-2008 years, Suning’s sales growth from the original 8.07 billion yuan to 102.34 billion yuan, the annual compound growth rate of more than 50% over the same period, Gome’s sales expanded rapidly from 10.9 billion yuan to 104.59 billion yuan, the annual compound growth 46% (Figure 1). The 2004-2008, respectively, both net profit level of 380 million yuan from 1.8 billion and increased to 21.7 billion yuan and 1.03 billion yuan (Figure 2). Mid-2009, Suning, and China have entered the United States and nearly 200 cities above the prefectural level, the number of stores were about 847 and 1212 (including non-listed part), basically completed in the secondary cities of the network layout , began to seek the third and fourth line the city’s expansion, established in the domestic home appliance chain store market dominance. On the other hand, although the domestic home appliance chain in 2008 the top three market share of only 29% of 2001 levels with the United States fairly, the United States, Japan and Germany, respectively the degree of concentration in 2008 reached 46%, 45% and 34%, indicating the Suning and Gome still has vast room for growth, but the negative effects of homogeneous competition has become increasingly evident. Whether the level of sales volume or profit, Suning and Gome is shown to slow the growth trend.

At the same time, in 2009, from the challenges of overseas home appliance chain giants increasingly become clear. The first is that in 2003 the Office of Best Buy entered China. Although the 2006 acquisition of
Five Star
75% of the shares, its market in China, “turtle speed” before the trip, in July 2007 opened the first store, and up to 20 months later, a second store was declared available, but with the 2009 2 Five Star was completed on the remaining 25% of the acquisition, expansion in the Chinese market obviously speed. After 2009, stationed in Beijing after the 2010 plan to present the country on the basis of seven new stores to open 4-5 stores.


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Cheap home appliance sales end of the year world war ii prototype transmission of the disease jiemi

Near the end of the year, Castle appliance market will usher in a new round of war. Recently, the reporter visited five-star

Electrical Appliance stores such as Castle found that more than 4000 yuan a range hood, sold at 2,000 yuan prototype; original 8,000 yuan for high-gradeade

Refrigerator , Price 6800 yuan prototype end of the year … … as one of the main home appliances, household electrical appliances are on display prototype played attractive rates, but also attracted many

Consumption Who come to buy. On the prototype, the consumer, “love-fear”

Taitung, according to Five Star stores Zhang manager introduction Marketplace

TV , Refrigerator, Washing machine , Smoke Cooker , Digital Computer , Small appliances Others have a large number of prototypes. The prototype, a relatively low selling prices, the general who can get 3 to 9 off the price. Even the most aggressive in marketing the “Golden Week” period, the discount will not be less than genuine 7 fold.

When asked whether the prototype will buy When buying a LCD is

Washing Machine Miss Wang is asserted that: Although very expensive, or not to buy prototype, mainly because they are afraid after the trouble, after all it is used. And are buying

LCD TV Mr Lee on the prototype close to the preferential prices turn a blind eye “to only buy new, not bad that two thousand dollars, to map a practical mind.” In fact, most consumers have the attitude of the sample machine is a love-fear, worry buy back will go wrong. Nevertheless, some consumers believe that merchants will bring something good out posters, and its performance should not be poor quality, not only better than not opened

Package The new poor, and may be better.

In fact, the prototype can enjoy after-sale buy

Service The main concern of most consumers. The responsible person of the Five Star, store the sample machine in the sale are in accordance with relevant state regulations, laws and regulations consistent with national three guarantees, and enjoy the same service-price goods, consumers can safely purchase.

Buy prototype, to find “good time” more to buy “understand”

How to get really “affordable” in the prototype selected timing is crucial. It is understood that sell home appliances store prototype for many reasons, some due to product replacement, while others are stores need to upgrade, prior to the prototype of all treatment. Prototype display varying duration, price concessions are not the same. Five Star refrigerator, washing machine, according to the Department of the person in charge, refrigerator, washing machine in the store for more than 45 days showing the general sample handling should be to show the longer the greater the extent of its benefits. Example, can play more than seven months discount for each purchase and more than 180 days are likely to hit five or six fold. It is worth mentioning is that each end of the year, as part of prototype stores will focus on the one hand, help reduce the number of working days, to speed up repayment of funds; other hand, the market for new products next year to allow adequate space. This prototype focused on the sale of its size and discounts are much larger than usual.

It is understood that the prototype on the market focused on color TV, refrigerator, washing machine,

Kitchen Digital computers. Air conditioning And mobile phones are not prototype for sale, of prototypes and small household appliances are generally recovered from the factory, a very small sample sale. Choose to buy prototype, the first to see whether the display of such electrical power. Among them, the drum washing machines and refrigerators in most stores trial because no electricity, so wear is limited to the surface, its internal systems and the new little difference.

Five Star a sales staff, said she often helped friends buy discount prototype, and each time have been successful. With the new product compared to the intrinsic quality of the prototype is not too unfamiliar, but some may have the appearance of appliance wear, scratches or natural wear and tear. In addition, be sure to ask the time of purchase reason for selling prototype, so that plainly consumption. Should undertake a careful inspection of their damaged, a good spot inspection machine.

Industry believes that what is comfortable to buy discount sales of new products, or choose low discount prototype cost-effective, consumer price and product depends on the specific circumstances. But what is certain, the established purchase price in addition to prototype a “cheap”, but also take some risks. If such products than many prototypes are updating the product after the purchase to take into account what is bought, “obsolete.”

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