"I don't know who the next year's data report will be sold to, and everyone's focus is on the 34th level market." Recently, a market research company boss in Beijing could not help but vomit to the author in a chat. Cloth market data monitoring points can only lock more than 200 cities across the country, but now the three or four-tier market has become the focus of consumer electronics product growth, and the consumption characteristics are different from those in the first and second-tier cities. If one's own company still estimates the status and direction of the entire market based on the market data of the first- and second-tier cities, it is hard to imagine how such reports and data could persuade customers to buy and approve. “We must increase the monitoring points in the three or four-tier market this year. But in thousands of counties across the country, I really don't know what to do to make it more reasonable."
In fact, the emotions and difficulties of the above-mentioned CEOs are also the problems that domestic and foreign consumer electronics manufacturers and chain stores are trying to crack.
The domestic mobile phone manufacturers that surrounded the cities in rural areas discovered after many years of expedition that not only was the city market not completely taken over, but after the consumption of rural areas was enlarged, their layout became untold, and the blank market became more and more. . After the low-cost revolution of domestic home appliance brands finally achieved “real estate salesâ€, it has been found that domestic brands are deeply rooted in the urban market, and even at low prices, it is difficult to obtain a higher market share. The future growth will only be in the rural villages of Grade 3 or 4. The market, but its own logistics and after-sales system is basically blank in these markets.
The market is always dialectic, opportunities and challenges will always coexist. All this is due to the policy of home appliances going to the countryside and replacing old ones with old ones.
In 2010, the cumulative sales of home appliances to the countryside in China reached 77.18 million units, which achieved sales of 173.23 billion yuan, an increase of 1.3 times and 1.7 times year-on-year respectively. Among them, sales of refrigerators and color TVs ranked the top two, respectively 56.74 billion yuan and 48.85 billion yuan. Behind the fast-growing numbers is the negative growth in flat TVs in the domestic primary and secondary markets.
Foreign brands such as Samsung Electronics and Sony began to change.
Previously, the agent Aishide (002416.SZ) reluctantly announced that Samsung China's mobile phone department canceled the general agent and transformed the channel structure of "direct supply + platform direct supply + distribution" coexistence. However, Edsch is one of the largest distributors of Samsung mobile phones in the Chinese market, and the Samsung mobile phone business accounts for more than 70% of its business.
The general manager of a color power plant in Shenzhen said that the practice of changing the general agency system to direct supply will allow manufacturers to extend their control over the channels directly to the sales terminal, thus relieving them from dependence on agents to some extent.
The key is the terminal control. Because the foreign brands have historically lacked the service capacity of the entire sales system in the domestic 3rd and 4th rural markets, including logistics, after-sales services and business models. Therefore, Sony, which also lacks this capability, chose to open a “digital workshop†that exclusively sells Sony products in the 3rd and 4th tier markets, and to gradually increase the coverage of the rural market with a single point of service capability.
On the contrary, for domestic home appliance manufacturers, in-depth rural markets in Grade 3 or 4 may be a great opportunity to get rid of the control of Gome and Suning. Of course, retail outlets are the best form of retail outlets. The key to success lies in whether the products sold by brand stores can More diversified, can make the store truly profitable.
Ever since, White's manufacturers led by Midea have begun to integrate resources, not only in the three major products of refrigerators, washing machines, and air conditioners, but also to integrate small household appliances businesses that have been scattered for many years. With black manufacturers such as Konka, Skyworth, and TCL, they are trying their best to develop white power. It is hoped that the white power business will bring growth to the overall performance of the company. It also hopes to integrate the layout of the 34 rural markets with product integration.
A senior executive of Suning admits that the fact that home appliance manufacturers broke into the rural market of Grade 3 or 4 does have the idea of ​​wanting to call the board major chain. Therefore, the focus of this year is to open stores in prefecture-level cities and county-level cities.
It is at least five to six years before a foreign TV brand wants to penetrate the market. There are opinions that are considered.
However, everything is still in the layout, and it's too late for a moment, and the cakes in the 34 markets are also big.
In fact, the emotions and difficulties of the above-mentioned CEOs are also the problems that domestic and foreign consumer electronics manufacturers and chain stores are trying to crack.
The domestic mobile phone manufacturers that surrounded the cities in rural areas discovered after many years of expedition that not only was the city market not completely taken over, but after the consumption of rural areas was enlarged, their layout became untold, and the blank market became more and more. . After the low-cost revolution of domestic home appliance brands finally achieved “real estate salesâ€, it has been found that domestic brands are deeply rooted in the urban market, and even at low prices, it is difficult to obtain a higher market share. The future growth will only be in the rural villages of Grade 3 or 4. The market, but its own logistics and after-sales system is basically blank in these markets.
The market is always dialectic, opportunities and challenges will always coexist. All this is due to the policy of home appliances going to the countryside and replacing old ones with old ones.
In 2010, the cumulative sales of home appliances to the countryside in China reached 77.18 million units, which achieved sales of 173.23 billion yuan, an increase of 1.3 times and 1.7 times year-on-year respectively. Among them, sales of refrigerators and color TVs ranked the top two, respectively 56.74 billion yuan and 48.85 billion yuan. Behind the fast-growing numbers is the negative growth in flat TVs in the domestic primary and secondary markets.
Foreign brands such as Samsung Electronics and Sony began to change.
Previously, the agent Aishide (002416.SZ) reluctantly announced that Samsung China's mobile phone department canceled the general agent and transformed the channel structure of "direct supply + platform direct supply + distribution" coexistence. However, Edsch is one of the largest distributors of Samsung mobile phones in the Chinese market, and the Samsung mobile phone business accounts for more than 70% of its business.
The general manager of a color power plant in Shenzhen said that the practice of changing the general agency system to direct supply will allow manufacturers to extend their control over the channels directly to the sales terminal, thus relieving them from dependence on agents to some extent.
The key is the terminal control. Because the foreign brands have historically lacked the service capacity of the entire sales system in the domestic 3rd and 4th rural markets, including logistics, after-sales services and business models. Therefore, Sony, which also lacks this capability, chose to open a “digital workshop†that exclusively sells Sony products in the 3rd and 4th tier markets, and to gradually increase the coverage of the rural market with a single point of service capability.
On the contrary, for domestic home appliance manufacturers, in-depth rural markets in Grade 3 or 4 may be a great opportunity to get rid of the control of Gome and Suning. Of course, retail outlets are the best form of retail outlets. The key to success lies in whether the products sold by brand stores can More diversified, can make the store truly profitable.
Ever since, White's manufacturers led by Midea have begun to integrate resources, not only in the three major products of refrigerators, washing machines, and air conditioners, but also to integrate small household appliances businesses that have been scattered for many years. With black manufacturers such as Konka, Skyworth, and TCL, they are trying their best to develop white power. It is hoped that the white power business will bring growth to the overall performance of the company. It also hopes to integrate the layout of the 34 rural markets with product integration.
A senior executive of Suning admits that the fact that home appliance manufacturers broke into the rural market of Grade 3 or 4 does have the idea of ​​wanting to call the board major chain. Therefore, the focus of this year is to open stores in prefecture-level cities and county-level cities.
It is at least five to six years before a foreign TV brand wants to penetrate the market. There are opinions that are considered.
However, everything is still in the layout, and it's too late for a moment, and the cakes in the 34 markets are also big.
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