Appliance Industry Channel Change: Changing Consumer Attitudes

Frbiz Site






Recent years, the home appliance industry is indeed changing, the focus of frequent, where Channels to be the most popular topic. With Gome, Suning chain giants such as the rapid expansion of channels of the appliance is entering an unprecedented time of change, the traditional marketing system is completely broken appliances, department stores, specialty stores, supermarkets and other traditional consumer electronics channels have been gradually weakened, especially in a market chain for the king's pattern has been formed. With the acceleration of channel acquisition, the integration of industrial layout, appliances to rural areas of policy, the channel integration is moving from one city to two, three or even move into rural markets. Appliances channel change, not only for the home appliance industry patterns of influence, but also spending habits of consumers in China a huge impact. glass square jar

wicker rack

channel chain giant era



Recently, with the acquisition of GOME curve triple trading company in Shandong, a channel on the appliance era oligarchs to discuss the arrival of the focus of the entire appliance industry. Although the channels do mergers and acquisitions in recent years has not stopped, but in the past were limited to one market, and this is because triple trading company in Shandong's largest home appliance chain channel for its distribution throughout, Shandong 2, 3 market, States United States holding on triple trading company, also shows that the tentacles of giant home appliance chain began to secondary and tertiary market expansion. Industry experts point out that the US's current actions will have on our whole household appliances far-reaching implications channel, a deeper level, covers a wider channel integration time coming.



In fact, the expansion of long



channels, as early as 2003, the Yongle's largest home appliance through the acquisition of the Guangzhou East Ze electrical retailer into the Guangdong market. April 2005, when the country's fourth-largest home appliance chain enterprises in Jiangsu Five Star Appliance acquisition of Qingdao's largest chain Yatai. May 2005, the country formally acquired the U.S. home appliance retail giant Harbin black swan. July 2005, Yongle acquisition of Regional chain Tsann Kuen. August 2005, the National US-China Building Materials Group's acquisition of Shenzhen, a good home easily. August 2005, Wing-lok, thinking that the White Man appliances.



Channel acquisition the greatest impact on large and medium and the United States or the country's acquisition of Yongle, the country the United States in 2006 to Paradise the bag, in December 2007, the country's successful U.S. acquisition of large and medium. Today, the United States extended its feelers into two countries, three markets, the successful acquisition of Shandong triple curve trading companies to form a channel oligopoly situation.



GOME busy M & expansion, Suning has not been idle. To counter the Gome and Suning embarked on another expansion path, relying on the city level, shop the market to accelerate the pace of recent years maintained a shop about 150 per year frequency. Suning have told the press recently and from 2008, Suning and three-year strategic development plan has been formally introduced, under its plan, 2008, Suning will open over 200 new stores, store the end of 2008 the total will reach about 900.



With countries the United States put his hand to the secondary and tertiary markets are different aspects of Su Ning said the focus of its development is still concentrated in the chain has developed a rich city and some secondary cities, in the Shanghai area, first proposed by Su Ning "Three hundred shops plan", 2010, the number two chain stores increased to 100. In addition, Best Buy also route through the five-star success of landing, and by virtue of their brightest and best in the world home appliance chain industry background and strength of an offensive launched a series of shop.



Home appliance chain giants rapid expansion led to the rapid concentration of the retail market share. As of last year, the secondary market, sales of chain giant has already occupied more than 80%, now accounts for 30% of the national appliance sales.



channel changing consumer attitudes change



Channels for home appliances, the scale is to determine the most critical success factor. After large negotiations to get a stronger voice, which means lower operating costs, also meant to compete with the industry when in a better position. Now channel giants made the dialogue with the appliance maker the right to speak, and through their strong network changed the concept of consumer spending.