Gome Home Appliances War Siege will start burning out of the rural market
Although GOME Global Summit just concluded two days, but the industry caused by the forum to discuss and think about just beginning. One very striking is how to carry out household appliances enterprises in 34 markets. April 1, GOME Global Summit started before the news conference, spokesman of Gome, Brand Management Centre Director Yang Ching Ho has been announced, the U.S. will officially launch the national strategy for rural markets.
Strategy
New markets in rural areas as home appliances
Although Gome, Dazhong and Suning, Yongle stores such as the rapid development in China has now entered the market and almost all a part of the secondary market, but in 34 markets has been relatively slow to develop. Gome Huang Guangyu, president had said, "only country the United States, large and medium, Suning, Yongle together the four giants in the country less than 30% market share," several major home appliances chain stores has reached nearly 1,500 , but the network still has to cover the radius of the rural markets.
Ho Ching Yang said during the summit, the summit from the United States since the country officially launched the rural market strategy, and in the past to do with the store pilot, offensive and defensive tactics of the regional difference is that the procurement of Gome will play more and distribution role. "In the home appliance product purchase price cost, Gome will only add one point, distribution to the retail shop and other household appliances in retail outlets", He Yang Qing for this strategy reveals considerable confidence, and he said that the current state the U.S. has set up special departments to support the rural market strategy.
Coincidentally, TCL shares the happiness of electrical trees in the country just three days before the opening of the U.S. forum in Beijing almost unnoticed. Industry veteran, said, Gome, Suning and other large chains already in the planning into the rural market, the official launch at the summit of this strategy, for the happiness of the tree may be minimal electrical appliances. But the two chains also targeting rural markets, or for the piece of home appliance industry, "Virgin Land" attracted a lot of gunpowder.
Implementation
From the "retail" to "wholesale"
Strategy for the countryside, the reporter after the interview, general manager of Gome stores Mou your first management center. He said that despite the current national secondary market for the United States have been laid in some stores, but because of the current 34 market is not fully mature, so if we enter the store, the market revenue will be difficult to continue to support store operations. On the contrary, a number of local long-term business home appliances home appliances retailer, although small, but has formed on the surrounding region. As such, the U.S. has chosen pure form channels into the market, will be 23 market outlets relying on the development, to shorten the 34 cities and towns to enter the market process.
Mou your first sermon, the rural 34 market is very large, unlike the 12 urban market as mature, purchasing power is relatively dispersed. So far from conducive to the presence of large chain stores. Some scattered small store though has a lot of local control of consumer electronics market, but due to span relatively large rural areas, sales personnel and retail stores are relatively large differences between the conditions, so do not use Gome stores to expand the way, but is the cost of procurement of goods, only add one point, distribution to home appliances and other household appliances in retail outlets in stores, in order to ensure that these stores, individual retail stores to lower the purchase price of purchases of commodities, retail prices remain relatively reasonable , the ones who enjoy rural consumers, also ensures the richness of the product and selling of goods sufficient sources of supply.
Analysis
Use more self-shop approach
Industry veteran, said as the channels, the country's spy on the United States a long time for the rural market. In the current state of the United States has introduced a number of urban and suburban areas had franchise mode, the reason not to join now and enter 34 markets, first of all because the local market is not big enough, secondly, because the 34 competition in the market is still relatively confused .
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