At present, the factory is a self-built
Sell
Network, or with the appliance chain channels and the major
Marketplace
Alliance, is now bickering over household appliances are the two extremes of the problem. Both
Haier
On the other large home appliance chain of love end, or joint stock company Gree’s sales company, a wholesaler of beauty patterns, and regional agency and so the argument is nothing but risk, capital, sales network, terminal market development costs, the price and so on, these are not beyond the old sales model. We are talking about self-built networks and home appliance chain terminals, in fact, are rising about 6 years ago. Limited choice for these two roads haggling, shows a lot of people thought to remain at 6 years. First case we see a failure: Leroy
TV
Monthly loss of half of 2002, May began to “channel change”??? Cut more than 30 branches and offices, full color TV sales agent to the large home appliance chain enterprises. But by that year in September, Leroy E headquarters back to the amount of the month is only 10 million, in June 2003, the Great Wall of digital
Broadcasting
Co., Ltd. started winding up. Leroy’s defeat, certainly not just because the channel change. Home appliance chain enterprises can accelerate
Logistics
, Cash flows, these indicators can not use corporate sales, profitability indicators to measure, is to rush the important reasons for many enterprises. At the same time as the home appliance chain in three, four market expansion, is difficult to find a single enterprise network to empty and dispatched a group, and from the subjective and objective look at Leroy’s choices are correct, the error lies in the internal management of Leroy,
Marketing
Strategies has been plunged into chaos, lost control of the terminal and market responsiveness. And recently, Haier was named “2005 China
Appliance Retail
Terminal stores the strongest overall competitiveness
Air conditioning
Brand
“We can not just concerned about what Haier chose the terminal and then drift, it is important Haier specific practices: a, set up shop second-tier market, shops, counters, on the direct seller to strict
Assessment
, And set up distribution centers in major cities, is responsible for the establishment of networks, management, evaluation and staff
Train
. A positive and negative, we can find the key: the choice of channels, channel strategy is not all, more than all the marketing strategy. Its origin back to the purpose of marketing??? All the needs of the customer as the center. The main reasons for the reasons many argue, is that too many people will be contradictions and to the different channels of choice, but remember its back “invisible hand” of market demand, as will
LCD TV
, CRT TV and
Plasma TV
Open play in the same segment as the market is reflected in their own misconceptions and superficial, if anyone needs 40-inch -60 inch TV, whether companies are able to offer plasma TVs CRT instead? On
Retail
State is concerned, home appliance chain is a very large home appliances sales platform, it is beyond the concept of the scope of distribution channels, a brand, product, price, network,
Promotions
Concentration of such competition, consumers to meet the needs of the supermarket. Appliance industry, the channel has been part of the business competition dominated the competition between producers, consumers buying habits to become the first provider of sales force channel value, followed by product, and then is the brand. But the channel capacity of commercial operation of the market, well below the corporate sales department to the marketing ability, the simple price cuts, market promotion would bring chaos.
Even now channel home appliance chain is hot, it is essentially a corporate sales strategy in complementary sectors, home appliance chain in sales in 2005 should account for about 30% of industry sales, the market also can not control network resources level. Business functions of any channel will not exceed distribution, logistics, capital flow and so on, it has further detailed statistical data can not replace the company’s market work, only with a strong market and brand pulling power of the enterprise, was able to close contact with the home appliance chain, is not its “fangs” harm.
