Glanz 2007, sales reached 25 million units worldwide – Glanz Microwave oven, mic
Microwave ovens
Industry leader
Glanz
Recently announced that this year will further shrink the supply of single-function microwave oven, about 28 million units of annual capacity
Production Line
Will focus on "Red China" and other full-featured products are manufactured, the market response to the high end of the domestic microwave oven, multi-direction development trend.
Galanz 2007 the global market leader in the more significant, global sales reached 25 million units, more than 50% share of the global market share, following the brand's increasing difficulty to catch up.
High-end products showed an obvious trend
Chen Gang, deputy secretary general of China Household Electrical Appliances Association pointed out that the domestic microwave oven market this year will exceed 10 million units of capacity. Changes in the domestic microwave oven market is developing, in the past to seize the market rely on low-end products, large price war strategy had failed.
With the secondary market the new generation
Consumption
The rise and three, four markets disposable income increase, microwave demand shift from the past full-featured single-function products, preference in the full-featured, easy to operate, stylish "enjoy-type consumer" market for promoting the expansion of microwave backbone.
In Yee 2007 survey report also showed that retail for more than 800 high-end models in the microwave market in good shape, maintaining 71.06% increase. With the increase in disposable income and brand manufacturing costs, marketing costs surge, high-end microwaves strong point for the brand's profits, and become the focus of market competition.
Galanz microwave oven in the annual meeting of the China market in 2008, Galanz to high-end boutique lineup clearer strategy for the Chinese market. Galanz microwave oven, general manager of the Chinese market, said Liang Hongsheng, Galanz microwave industry as a leader, in 2008 to phase out low-value products, universal full-featured products to refined products, excellent
Service
For the support points, and through cultural marketing, experience marketing, technology exchange, etc. to enhance consumer guide, the cake bigger microwave oven industry. Face of the new target market, Galanz microwave technology research and development put into this year's budget of 500 million yuan, mainly for development of new technologies, new materials applications and new product development.
Committed to not raising their prices
This year, in
Raw materials
Prices, the high operating costs of various circumstances,
Refrigerator
,
Air conditioning
,
Washing machine
And other large household appliances have price increases. And large appliances from the price increase
Siemens
,
Haier
Initiative launched by leading brands such as different microwave market prices only Declaration issued following the brand, the leading brand Galanz that it would not raise prices.
Company believes that, given the current function of microwave ovens has been to "all" in the direction of development, functional single model, if not prices, consumers are not interested in buying large, so some brands made in the implementation of low-end machine 20 % of this large increase in the practice of counter-productive.
For more attention to the all-powerful and practical features to consumers, the price is not about the purchase of the first factor. Glanz "Chinese Red" light microwave concentrated stew, roasted, boiled, steamed and other cooking functions, with disinfection, thawing and other useful additional features, most of the models over the retail price of 800 yuan, but did not affect Strong Sales degree.
"Not the first price increase in the leading brand before, following unilateral price increase brand is very risky," the trade, industry leading brand, if not the first to raise prices, it shows that manufacturers still have the ability to dilute the cost pressures , enterprises should focus on technological innovation, management innovation, rather than simply cost pressure will be passed on to consumers.
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