Self-built Appliance Manufacturers Fear The Challenges Hypermarket Store - Gome, Suning, Dazhong -
Self store companies challenge supermarkets in the professional services shops that
hypermarkets are considerable advantages in capital and after-sales service on the claim slightly betterSelf-built channels to accelerate in the Dongguan company layout
To get rid of hypermarkets control, and enhance their "voice" channel self-built home appliance manufacturers have set up shop in the home appliance market capacity potential of Dongguan, shops and chain stores are putting on a fierce race between. "Blindly rely on supermarkets is not a good thing, if its problems will be difficult to meet," the U.S. sales management center of Dongguan Marketing Manager Chenyuan Li said that in order to enhance firms in sales of voice, self-built channel will be the inevitable choice, " Currently we have established in Dongguan, 20 stores, including City 3, 17 townships, in air-conditioned shopping mall sales has been basically flat. " He said that in view of the actual situation in Dongguan, in the future will be accelerated to further expand the scale of the layout.
In self-built channels, Gree air-conditioning is also performed even for the self-confidence. According to Dongguan Gree air conditioning sales company responsible for marketing people Xiaoyong said there are currently more than 3,000 Gree store in the country, of which more than 100 in Guangzhou, Dongguan has more than 30. Dongguan network from the layout point of view, for the six urban areas, the rest are located in the town over 20, basically has achieved complete coverage. "In sales, we focus on channel sales," he said, the current good momentum of stores, sales are good, most likely will continue to expand, resulting in the formation of strategic complementarity and supermarkets.
Store brand is the biggest advantage of professional and
Xiaoyong that, just from the price point of view, shop and store chains roughly equal, but whether it is domestic or commercial air conditioning, store in the installation, sales will be more professional after-sales service and more in time. Although the store will be the season of the constraints, but only relatively seasonal, usually in the off-season mainly engineering machine shops mainly, and will for the district, the factory to carry out a number of promotional activities.
Chenyuan Li also said that stores are open on their own, so stores can not be replicated with a professional edge, this is the biggest store characteristics. Meanwhile, in response to a single product such as the shortage, beauty shops mainly integrated store-based, not only the sale of U.S. sales of air-conditioning also Valin air conditioning, also include refrigerators and small appliances, etc., in large Brand loyalty will be to meet the high demands of consumers.
Obviously not afraid of challenges dominant hypermarket chain
And the attitude of manufacturers eager to shop opposite, wholesalers claimed that many of their disadvantage, simply can not compete with supermarkets. "Mall store disadvantages exactly advantage in this respect was especially evident," Su Ning, Dongguan Minister Yin Wenjun of marketing, said stores generally factory, agents and retailers 3 side investment, the latter into the relative proportion of even larger, due to stocking invested much to the detriment of cash flow, and supermarkets of the powerful strength can not be compared. Meanwhile, the store more intermediate agent link, the high operating costs, it is difficult long-term support, which is a lot of stores closed in a short time the reason. From the product type and quantity point of view, a single type of store, customers can select the little room, making the overall throughput of customers, but there are dozens of malls and hundreds of brand models, "basically There will need to be. " In addition, the store is weak in the service areas are usually recruited into the installer season, when they are allowed to find off-season could not afford the high branches, so service quality and overall instability.
"In the promotion, the store's action is not large, and the mall is no comparable," vice president who have made modern appliances that store can only play a minor in the gift area, and Hypermarkets have a great week in the media publicity on the input in time to a variety of promotions, special offers delivered to customers in the first time.
Imperative self-built channels to manufacturers
On the same field of competition between the two, appliance manufacturers that the home appliance supermarkets in recent years because of high-speed shop, showing extensive operating state, a number of single-store is actually waning, chain a few months in the shop The phenomenon of after hastily closed, making front-appliance business, "White failed to be implemented."
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