East China has a strong geographical position and is one of the most active regions in China's economic development. From Changzhou to Nanjing, from Shanghai to Jinan, the competition in the electrical industry has not stopped. The "foreign" brand of electrician products will naturally not let go of this battlefield. The "foreign" brands dominated by Simon, Merlin Gerin, Qisheng, Legrand and Panasonic will enter the East China and rob the country. At the same time as the electrician brand territory, there is also a bloody and hurricane contest between each other. Key words Changzhou: fierce competition in Nanjing: annual sales in Shanghai: topping Jinan: in the forefront of Changzhou: fierce competition between brands Simon Electric began to enter Changzhou in 1999, the market has been steadily rising, and the development momentum in the past two years is rapid. According to the general manager of Simon Electric's Changzhou General Distribution Wang Zhaoqin, there are currently about 50 sales outlets in the Changzhou market. The sales volume has been increasing year by year. The annual sales in the past two years have remained at around 4 million yuan. Mr. Wang said that Simon Company pays great attention to product after-sales service. Each market will have a salesman tracking service. The product quality will be solved within 4 hours. At present, Changzhou market competitors are mainly TCL and Langeng. Matsushita Electric has always won the favor of consumers with excellent quality, and the market sales are very good. It has been in the Changzhou market for more than ten years. According to Wang Jianliang, general manager of Changzhou Xintai Lighting, he started to work as a Matsushita Electrician in 1996. There have been few problems in product quality in the past ten years. In recent years, with the improvement of people's living standards, consumers' attention to brands has further increased. The sales volume of Matsushita Electric Works has been rising. There are more than 100 outlets in Jiangsu Province, and there are about a dozen dealers in Changzhou. At present, Panasonic's main competitor in the local area is Philips. Compared with Philips, Panasonic brand mainly takes advantage of price, quality is comparable, but its popularity is not as good as Philips, and the product line is not long enough. Therefore, Wang hopes that Panasonic will increase the number of electricians. The style of the product, in addition to a lower price point, will allow consumers to get more benefits. Qisheng Electric has only entered the Changzhou market for half a year. According to Xu Wen, general manager of Changzhou's general agent Huihui Lighting, he has developed more than 30 distribution outlets in Changzhou. The product line is relatively complete, and the middle and high-end products are mainly for engineering. Do both retail. The main competitors in the market are TCL, Simon and other brands. Xu said that the reason why he chose Qisheng is because the brand has good reputation and excellent quality in the market, but there are too many imitations in the market, which has become a major obstacle to market development. In addition, the manufacturers are not deep enough in publicity. Ordinary consumers don't know much about Qisheng. (You Liujie) Nanjing: Simon's annual sales of 8 million Simon Electric entered the Nanjing market in 1996. As of now, the distributor network has grown to about 40. The main competition of the brand in the Nanjing market is TCL, Langeng, Meilan Rilan, Hangzhou Hongyan and other domestic and foreign electrical brands, and the sales channels are mainly retail engineering. According to Chen Lin, manager of Simon Electrician Store in Nanjing Jinling Decoration City, Simon Electric has gained a good reputation in the Nanjing market. The annual sales increase by 15%. Simon Electric's sales in Nanjing in 2006 reached 800. More than 10,000 yuan. It is understood that in view of the excellent performance of Simon Electric in the market, Simon is preparing to push the lighting products into the market in 2007, and will set off a bloody storm in the Nanjing market. Qisheng Electric entered the Nanjing market in the late 1990s. Currently, there are 1-3 distributors in each market in Nanjing. The main competitors of the electrician brand in the market are Meilan Rilan, Panasonic, Hangzhou Hongyan, etc. Brand. According to Ms. Hong Wanling, the flagship store of Nanjing Jinling Decoration City, the quality of Qisheng electrician is very good, and the price is also very high. The high-end product computer broadband broadcast can sell 132 yuan, and the low-end product can open 7.9 yuan/piece. Mainly to attack the high-end consumer sector in Nanjing, the sales channel is focused on engineering. In order to carry out engineering channels, Qisheng Electric has set up an office in Nanjing and organized a sales team. (Li Jincheng) Shanghai: Luo Gelang took the lead in the electrician market in Shanghai. The international brand Legrand has formed a strong alliance by integrating TCL's channel resources. At present, in terms of sales, TCL-Rogrange ranks first in the Shanghai market, with annual sales of more than 40 million, followed by Panasonic, Clipsal, Simon and Merlin. According to industry analysts, Siemens and Panasonic have a high reputation in the wholesale and retail markets throughout Shanghai with their influence in the terminal. Their sales volume also has a good performance, with an annual increase of around 30%. Because of the sales of hardcover apartments and office buildings, Qisheng has won the good reputation of the market in terms of channels and terminals with high quality because of entering the Shanghai market earlier; and Simon has overcome the acclimatization by virtue of its sensitivity to the market. Mainstream brands that have squeezed into the Shanghai market are well-known in the home improvement and group buying sectors. Only Merlin Gerin seems to be dwarfed. Many merchants are only selling in storefronts, and there is no very substantial sales. It is understood that after fierce market competition in recent years, the mainstream pattern of the Shanghai electrician market has been basically firmly controlled by giants such as TCL-Rogrange, Siemens, Panasonic, Simon, and Qisheng. (Kong Jisong) Jinan: Panasonic Ximen sales rank among the top of the "foreign" electrician brands. It was Qisheng and Panasonic that entered Jinan earlier. Before the professional lighting market, Qisheng had already entered Jinan. These “foreign†electrician brands operate differently in Jinan, with Simon and Merlin Gerin operating in a store mode. Although Qisheng entered the Jinan market earlier, but because the product price is high-end, and there is a big difference between the consumption level and Jinan, there is only a certain share in the project. The retail sales in the market are very clear. Schneider Electric has completed the acquisition of Qisheng in China in 2005. A series of adjustments have had a certain degree of impact on the sales of Qisheng in 2006, but the sales in Jinan also have about 3 million a year. Merlin Gerin opened its store in Jinan in 2004, and its products are mainly retail, in addition to an engineering firm. As a core brand under the Schneider Electric Group in France, Meilanci is proud of its prospects in the Jinan store, and believes that there is still a large market potential to be tapped; after the acquisition of TCL International Electric in 2005, Legrand Implemented a dual brand strategy namely TCL-Legrand and Legrand. For Legrand, the local office also found a separate dealer to operate separately. According to the previous dealers of TCL International Electric, although TCL-Legrand is now collectively referred to, consumers still recognize TCL International Electric. According to the overall analysis, sales in the Jinan electrician market are still in the forefront of Panasonic and Simon. Walming Lighting and Xinlu Ying Lighting are the designated dealers of Matsushita Electric Works. Walming Lighting is mainly engaged in engineering business. The cooperation with Matsushita has been more than 10 years, and the profits brought to Matsushita Electric are naturally many; Xinlu Ying Lighting has a 10-year experience in operating Matsushita Electric Works. He has displayed the image of a specialty store, which has improved the grade of the product and is very attractive to high-end customers. Simon Electric entered Jinan relatively late, and now the dealer is the designated dealer. The cooperation has been 6 years, and there are more than 20 distributions below. It is reported that in the 6-year cooperation process, 2004 was the peak period of Simon Electric's sales, with sales of around 5 million. Although the business was relatively light in 2006, it still performed well compared to other “foreign†brands. (Deng Dongyun)
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