Store Operations Experience And Lessons Learned

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Flow pattern of China's home appliance industry is undergoing profound, radical change. Traditional channels still play an important role, especially in the 34 market plays a dominant role. However, the new channel is ferocious, Gome, Suning and other chain stores have occupied a secondary market dominance. Chinese home appliance manufacturer, the face pattern is complex and frustrating. The rise of new channels not only re-appliance manufacturers facing orientation to traditional agents distributors, cooperative relationship reconstruction and other major issues, but also makes home appliances manufacturing enterprises are facing more and more market control changed hands because of the danger. Therefore, changes in circulation in the household appliances, household appliances manufacturers have begun to re-adjust the channel model is the household electrical appliance manufacturers to stores to explore in a mainstream model. automotive led bulb

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Chinese appliance manufacturer launched the first store started in the nineties of last century's color TV industry, then do not succeed, then quiet down. Changes in circulation today, home appliances, shop to stand on the cusp. A large number of Chinese home appliance manufacturer began to set off a wave of store construction, such as early Gree, Vantage, Haier, in recent years of the TCL, Midea, Changhong, Zhi higher, so that stores have become the industry's most exciting topic.



Store is very much of success. Gree mainly rely on air-conditioning industry in China commandeered the store system, Vantage store systems to rely on a little-known brands from the industry now known brands. All this makes the appliance manufacturers to follow suit. However, success is no accident. Most businesses see a successful experience, but did not see the reason behind the success of the profound. Then, the core elements of a successful store, where?



In fact, the store system, successful cases are the following three characteristics:



First, the models to ensure that each store has its own profitability. At present, most household appliances manufacturing enterprise system is to franchise stores, franchise stores, small to Direct approach. Stores are the main responsibilities of self-financing. Therefore, these stores have a higher profit requirement, which is to protect their survival and development of necessary conditions. Therefore, how to ensure the store's profit model, which is home appliance manufacturer to be the first key issue of concern. Without exception, those who are successful boutique store profitability strong, the shop owner to make money. The failure of the store is an important reason for not making money, the owner out. For example, Vantage shop early to take the regional agency system, the implementation of the store where the regional market protection, to ensure that the impact of store operations from the same time, by providing competitive differentiation product, right price, ensuring higher than the terminal profit margins. Also accredited to store clerk to assist the adjustment of product sales structure, reasonable arrangement inventory, greatly increasing store profitability, enabling operators to store a high degree of enthusiasm and commitment of the entire store system is very solid.



Second, manufacturers of the store to place control system, capable of regulating the market. Force manufacturers to the store system, the degree of control is the key decision factors can be profitable store. View from the existing store cases, manufacturers control most of the stores in place, good profitability, and manufacturers can successfully realize their intentions, healthy and orderly development of channels. For example, the Gree strict control on the market is very famous in the industry. Gree company through its highly effective pool? - Joint venture firm control of the market, effective solution to the channel conflict between the interests of the dealer disputes, while the market order, accompanied by strict management system, on the FALSIFYING, arbitrary prices, etc. conduct strict management and maximum protection of the regional market stores, so store in a healthy and orderly market environment management. This makes the store profits to protect, store enthusiasm is very high.



Third, manufacturers of the store system support to remain in force. Currently stores are generally small distributors through the development, transformation of small appliances from the terminal. On the store themselves, they do not have a strong market and management, enterprise management, therefore, its lack of "hematopoietic" very dependent on the manufacturer's "external blood transfusion." The facts also show that manufacturers of the store system, planning, support is able to store long-term development of the fundamental conditions for sustained profitability.