Small appliances a low

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Has been small household appliances are low-key prowl in silence. However, with the large household appliance market, year after year war smoke


Price war


Set-to, raw material prices, high cost of circulation of major home appliances, among other factors lead to growing market space crunch, the profit margins decline, now that bills related to home appliance industry enterprises have either focused its attention to small appliances piece of "fertile soil" above, relatively high returns and quick cash flow, low recovery of accounts receivable


Risk


Is host


Capital


Rivalry biggest reason small appliances. Ever many


Foreign brands


Fai Ma immediate concern, have erected a large home appliance giant banner, small household appliances enterprises against anti-Ge, "screwdriver" plant fish in troubled waters, the four forces get together and infighting, and sometimes the microscopic heights, waves prompted the rise of the small household electrical appliances industry.








Industry "Shuffle" Who is the winner








Pattern of small household appliances currently on the market point of view, ranks at all levels


Competition


Who have their own survival and development space, not due to a strong enterprise has capital, technology, brands and


Marketing


Resources behave differently. But with the growing white-hot competition in the market, small household appliances industries will experience the ultimate "reshuffle" process, more specific branding and market segmentation will become a necessity.








Early entrants such as the United States of the rice cooker and fan,


Glanz


The microwave oven, soybean milk machine, etc. Nine Yang, and they formed a solid line in the market channel, the terminal building and lock consumers, brand image is relatively complete, those who immediately flocked to the market to recover.








Expansion and anti expansion in the scenes, control and anti-control, infiltration and


Reverse Osmosis


, Competing with the anti-contested contest to Soymilk's "Wild World" leaders, household appliances industry-known companies?? 9 Yang continue to write an industry myth?? Largest U.S. home appliance giant, the Rongshida into Soymilk industry without success. Visible, small household appliances market battle for the win, just by using a large household appliances has become a name brand extension effects and the inherent success model is not reliable. The parent, the capable and this may have more to determine the necessary and sufficient relations.








9 Yang since 1994, production of soybean milk machine, when the market is very immature, cooked milk a technical defect on the paste discourage consumers, manufacturers have conversions. 9 Yang after several years of technology research, invented the intelligent non-stick technology, then gained fame in the industry. Yang then nine great efforts to cultivate soybean milk market, milk Liaison Office in the national press on nutrition column. Within a few years, the national market volume quickly from less than 10 million expansion to 200 million units in 2001. 9 Yang homeopathy has launched a plus bean soybean milk, soybean milk and other new Luzhou, gradually established dominance of the market in the soybean milk.





2000 Kowloon-yang company Soymilk


Sell


Nearly 100 million units, sales of 270 million yuan. Although the price of each soybean milk only between 200 to 400 yuan, but the margin is as high as 20%, which is difficult for all large enterprises and home appliance giants of. Then, more than 100 large and small soybean milk producers advance wave upon wave will come up. June 2001, home appliance giant Rongshida, has announced its entry into the United States of soybean milk machine in the field, are threatened to be in 1 to 2 years, the market


Leadership


Brand. But the grand plan is competing unsuccessfully, 9 Yang still firmly grasping more than 80% market share, sales of nearly 400 million yuan.








Those who can afford to take the initiative on








In most cases, professional firms profit is "snake oil" type company profits several times, the former is more likely to succeed than the latter. Professional firms lucrative reasons: low cost, high quality, good reputation, a shorter sales cycle, higher efficiency in the use of funds.








As a professional enterprises, but nine Yang choose their own area of expertise cut into its overall development objectives of the strategy is to establish the authority of the soybean milk manufacturing position, through continued to emerge to extend the lifetime of the industry . Meanwhile, in soybean milk machine profits at the core of the professional model of the main line, the market for many years worked hard with the kitchen related to various small household appliances market consumer psychology, product design and


Public


Demand trend has accumulated a wealth of experience, which related to its expanding product line and laid a good foundation for the professional. Focus on our own to take the initiative to become director of the sustainable development of the Kowloon-yang another trump card.