TCL "Happy Tree" refraction 34 home appliance market characteristics

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TCL "Happy Tree" refraction 34 home appliance market characteristics

Recently, on the “Happy Tree” home appliance chain, industry professionals expressed many different views, I believe that “happy tree” from early in 2005, TCL “Catch a Fire” created “Happy Tree” has been changing, just reflects the operating characteristics of 34 home appliance market.

Features 34 dealers

Currently, 34 dealers from the original three-tier market, the majority of department store building, WJH, supply and marketing cooperatives and other state-owned commercial enterprises. With the deepening of the market economy, restructuring of these units, some with their own staff to facilitate the advantages of the original commercial units occupy a favorable geographical location and other advantages, starting appliance business. As in previous years the development of household appliances and shuffle, a strong brand operating business (such as TCL, Gree, Midea, Haier, Changhong, etc.), along with the development of home appliances business, along with increased operating scale. Therefore, market dealers in the 34 status quo: the smaller business customers, the Small Farmer serious, scientific management, lack of training, system is imperfect, the information does not flow, the bigger and stronger bottleneck of the development there is an urgent need improve the product structure, advanced store management, system construction and personnel training.

Four market profit model compared with the large chain

34 market business model

Resources: the consumption level of 34 cities, nature can not be compared with a market, the home appliance manufacturers in the 34 markets most are proprietary, exclusive model, each dealer to run a business alone mostly brand or a few brands in this price will not be the basis of pressure from competitors in order to ensure their own profits, so each of three market dealers are required to have their own brand of business there.

Brand: brand-name products to get the right to operate the industry’s greatest resource is the dealer. 34 market distributors, on its own is not enough emphasis on store brands, which in addition to providing distribution services within the store, many still bear the manufacturer’s service business, many stores to name manufacturers (such as: Haier Monopoly , Changhong monopoly, tcl monopoly), such as consumer spending to the real manufacturers of products and services, use of manufacturer brands to attract repeat customers loyal consumer base formation is the 34 markets the mainstream propaganda.

A network of marketing: marketing is a network of 34 sales of the most effective way to market, entered the store,’re no tougher than almost walked into the vegetable markets, which the salesperson, promoters are almost all middle aged, these sales The main trick is to tap the key person can affect consumers rely on to draw connections, commitments and other trusted service policy.

Publicity: content of communication in the market, are present in all cultures and traditions of the different form of publicity, therefore hinder the breakthrough in 34 markets, 12 market consumers more concerned about the mainstream media newspapers, media advertising essential in shaping the brand choice, and 23 market is not, how to find a competitive price or image advertising has become an important step in low-cost ad, seize the city’s “heart” image advertising sites, assembly, DM, 34 county-level television advertising market, advertising is the main way.

34 source of profit for dealers

Major home appliance manufacturers in the 34 markets most are proprietary, exclusive model, each dealer operating a business alone, mostly brand or a few brands, product prices on this basis will not be competing pressure, to ensure their own profits,

Large chain profit model

Cheap retail stores in all their most effective means to capture the market. Many businesses in the supply chain of retail stores with big contracts, there are several elements:

Sales support: refers to retailers selling their products during the manufacturer, the manufacturer unconditional preferential terms given to chain retail stores, financial and material support.

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