Keyword: household appliances industry brand Nirvana brand brand marketing channels
Legend has it that in summer there is an ancient God bird, male-Phoenix, female to help CC, they are the messengers of happiness in the world. Each of the five hundred years, and only to the carriage of the accumulation in the world of unhappiness and hatred and enmity, awards the self-immolation to spicy wood and beautiful life in exchange for the end of the world of harmony and happiness, this process is called Phoenix Nirvana. After "Nirvana", and only to the "ashes", in a more beautiful form and spirit reborn into a bird, the Phoenix. Therefore, the Phoenix only through the baptism of fire to Nirvana. Today, domestic electrical appliance enterprises as "Phoenix and help CC" experiencing market fire baptism, its channel on the pursuit of "Nirvana" can make it a more beautiful "Phoenix"?
Channel has always been a business object! channels completed the enterprise product to profit "a thrilling jump", especially in recent years, the supply of the product and the situation of serious homogeneity, the enterprise discovered that just by product, price, promotion, etc., these strategies to get the competitive edge has become increasingly difficult. And channels, as a critical external resource, it is a brand, customers, and a bridge between consumers. If the operation and management properly, it will help enterprises rapidly expanding market share, brand image, cultivate a large number of the enterprises from brand loyal users; more importantly, because the channel advantage is it takes years to build up, the channel is not easy to imitated by competitors, you can enable enterprises to create a strong and lasting competitive advantage.
For the Chinese home appliance industry, the channel is playing a more important position. To some extent, the manufacturer of the product is only a semi-finished product. Because from the consumer's perspective, household electrical appliances in addition to its own, you must include other richer content, such as functional explanation, home delivery, installation services, the provision of financing and warranty commitments, etc. This is a marketing theory in overall product concept, but most of the overall product content capabilities are required depending on the channel. Therefore, the channel is the home appliance industry concern a theme elements, but also the decision appliance industry key link of the chain. Opened some well-known household electrical appliance enterprises development history, it is not difficult to find a channel on the great role of enterprise development: CHANGHONG rely on "big" one become TV industry powerhouse, TCL rely on the "planned market development and channel building", making it into the top three, gree rely on "joint-stock company regional sales model," quickly overwrite in the air conditioning industry ranking Haier also relies on the specific "industry and trade company model," supporting increasingly become China's largest household electrical appliance enterprises. In a nutshell, with channels means owning the market.
Therefore, "channel is King", the channel is always tireless each household electrical appliance enterprises seeking to seize strategic high ground.
Highly flame suffering household electrical appliance enterprises
As the highest degree of liberalization, the development of the most mature industry, domestic appliance industry used to be the pride of China's manufacturing industry, with the hope that the domestic household electrical appliance enterprises in a relatively short time occupying a large market, forced multinational brands retreated. However, the prosperity of the surface, but it is behind the situation resembling ", hidden deep crisis.
Let's just not going to discuss domestic household electrical appliance enterprises in the technical deficiencies in independent property right, because, after all, the accumulation of technology could not be achieved, we should perhaps on domestic household electrical appliance enterprises in independent technology accumulation and innovation to a more tolerant attitude. However, only in response to electric appliance chain-like giant ruthless and raw material price increases, would be enough to give every household electrical appliance enterprises was not comfortable.
(1) Electronics chain giant Keng Seng trading agency "Jingu mantra"
No comments:
Post a Comment