Expansion continues unabated escalation of the Central Plains competitive home a
2008 first half, the Central Plains
Home Appliances
Market smoke, "that feature, lack of innovation."
As the operator of consumer durable goods appliances retail industry, having gone through one round of the consumption peak, the next to go where? Central Plains home appliance chain on the market situation and strategy of dialysis operations, we try to use this approach to explore a new starting point home appliance retail industry.
NO1:
Store the contents of the number is still the Competition
Regional chains from urban to rural areas
Stores expand the number of chain enterprises has been rapidly occupied the market magic. Recently, Henan
Suning
High-profile proposed to open six stores during the year, 2010, open until 80. Industry experts have pointed out that the main intention of this Henan Suning by a rapid increase in the number of stores, with the United States and the National contest of "energy" to achieve "two-hegemony" of the pattern. Since the five-star after the acquisition, Henan star into a solid phase strategy, the speed of opening new stores is slow.
As home appliances bring the upgrading and technological upgrading of various ages to further growth in consumer demand, especially in energy-saving home appliances and information technology popularization of electronic products, high value-added product promotion, home appliance chain market will be further expanded. Relatively high-end consumer electronics products demand in a market experiencing rapid growth, the growth slowdown, demand for space saturation, the growth in consumer demand next appliance will rely on secondary and tertiary markets.
Liu Buchen (home appliances industry experienced observers): In fact, home appliance chain in Henan is a microcosm of the national chain of home appliance, home appliance chain in Henan when we see a very intense competition, we must also see that in other parts of home appliance chain Similarly, competition is fierce.
I am now a strong feeling that the home appliance chain has eyes are on the capital city is a problem, should start as soon as possible secondary and tertiary market development, bringing home appliances, home appliance chain should go to the countryside. Limited competition in the big cities, it is possible to chain caught in the quagmire benefits. Indeed, such signs have emerged.
NO2:
Management level to enhance the strategic customer management
Suning Appliance Chain System across the country to conduct a comprehensive information system upgrade, the "fade" total project cost of over 30 million yuan. Home appliance chain enterprises started by standardization, specialization to enhance competitiveness, build brand image, brand strategy, promotion of meticulous management business.
In the first half, the home appliance chain enterprises have launched a membership card, membership marketing, all of the chain of membership cards to customer preferences and consumption levels of different segments, not just to provide price concessions, more prominent services, brand.
Liu Buchen
: value-added services to achieve customers through immobilization, achieved through value customer service organization, home appliance chain enterprises to establish brand loyalty.
NO3:
To seize the holiday hot market
"Without promotion, appliance stores even more uncomfortable." Henan Yongle tension that the supermarkets and the distribution of clothing and shoes, food and beverages are all fast moving consumer goods, while the value of single items is not high, but change frequently, there are stable rigid consumer demand. And home appliances, although the replacement rate is accelerating in recent years, but still a durable consumer goods, people buy and then spending a little chance.
Throughout the first half of the home appliance store in the holiday selling period, the performance of the program to adjust the statutory holiday and not to the home appliance industry in the "holiday economy" has brought much business impact of war.
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