A setback in the U.S. end the country store or a pre-dawn darkness strategic mis
Current chair: Luo Jian Law "Chinese private enterprises," Associate Editor
Current guests: Yuan Jian "Board" magazine managing editor
Mu Yun
five "management scientists" executive editor
Xiao Sanza "China Business Review," Beijing Editorial Office
LUO Jian France: Eagle Electric, one after another since this store opened in Shenyang, Beijing shop has been continuously met in the home appliance retail market fell?? The two Eagle area of electrical outlets are being greatly diminished, will sell most of their area of operations to GOME operation.
Country suffering a setback in the U.S. high-end, temporary difficulties, or strategic mistakes?
Mu-Yun 5: "Eagle" can be inflated profits? ?? I see high-end stores frustrated GOME
States launched the high-end U.S. brand "Eagle", in Beijing, frustration, thereby reducing the store size, and began to operate independently, and the country is not unified procurement of U.S. plans to increase stores in other big cities, not the independent shop, select a country United States share store stores, independent brand.
So frustrated, for three reasons, first, the strategic choice of error; second strategy right, the specific operation to support the strategic approach does not Road; Third, the market needs to cultivate, was the "frustration" is only temporary . Let us in turn of "Eagle" is the kind of situation.
A domestic rich, better high-end appliance market demand is there, I think the strategy right. I invited a few months ago by Li Jianguo, a tour of his luxury item Beijing naga upper house, the average price of 38,000 / square meter. Eye opening to me is the showroom of all appliance brands do not know me, ask the purchase price, just hear my tongue out.
2, another high-end argument is scarce, a few kilometers to the country the United States to open a shop on the traditional practice, do not know will not play high-end.
High-end products "Eagle" hastily, was added to our products and countries the U.S. a lot of repetition, I am really very surprised! GOME killer advantages of centralized purchasing lower prices, resulting in significant cost advantage, then in addition to Gree not convinced that other home appliance manufacturers have to bow to the channel. In the field of high-end appliances, channels advantage completely lost (the amount is not big enough, not to mention market share). While it is purchased separately, I'd better see the country of the United States under which products are high-end.
High-end image and services the United States rich and powerful country, but store ugly, old fashioned signs. A friend in the States United States the design department, he said the question mark in the country do not know the importance of the United States, all design work has never outsource. Besides service, I have personally experienced, as I bought a lot of countries the U.S. home appliance, so the waiter was prompt to do a "big customer VIP card", I did not think of any good with this card in return, but because This card has attracted unpleasant, a tone of a particular country the United States very bad people who claim to call me to ask the words to hang up. I was surprised as the United States and later to the country to buy things, have confirmed that they really did call a return visit, because the country's largest U.S. customer card is a problem, the problem is internal, the card frozen. GOME quality of service this way, the great bully bully consumers End manufacturers has momentum, according to this Diantaiqike to do to send, I do not believe that this high-end strategy to continue the smooth progress of the United States in the country, high-end customers who may from time to I would like such a good temper ah.
Three, I think the market is ripe, and not too long time to cultivate. The strength of the United States in accordance with the country, both keep going, but also work through the market, reducing consumer perception of time as soon as possible.
Sum up, the country's strategic choice of the United States into the high right, but they are very lack of experience in operating high-end brand, do not think that is also home appliances, is also a store on the same can Wande Zhuan.
"Country America" because of the country provide consumers with affordable products, so successful.
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