In the play, after years of price wars, home appliance chain stores began to seek improvement and business model differences between management and the new business category into the home appliance retail giant who coincidentally opened up a new battlefield, stores have adopted “to provide consumers with one-stop style shopping “slogan. So, this is the so-called “next-generation stores,” standardized model? Does the consumer have to acknowledge it? This reporter conducted the interview.
Stores have to open up new class
“To the appliance store to buy a bouquet of flowers.” Heard this, you may send a moment stunned, but Beijing’s really in the tower in large and medium shops to buy a bunch of perfumed lily. After adjustment, this store opened up not only in the basement of the flower sales area, selling flowers, potted plants and ornamental fish, etc., at this level, people can also find bags, toys, etc. Never before in the home appliance stores in the sale of products . Introduction of medium and large new headquarters, said Minister of Liu Ying, it is open to seek differentiation medium and large business, “Blue Ocean Strategy”, medium and large will greatly extend the introduction of electrical products to enhance the competitiveness of home appliance stores, radiation and a single shop output. According to reports, was officially opened by the end of April this year, medium and large stores Yuanda Road, Beijing and four bridges store is the first pilot of this model. In these stores, offers a variety of electrical appliances, accessories and fittings and extension products, especially some of the traditional home appliance stores do not have personal electronic products, and increase the umbrellas, kites, candles, manicure sets, key chains, locks, Smoking and other related products and services. Liu Ying said: “We introduced these new products, such as manicure sets, mobile phone accessories, key chain, etc., consumers usually not a special trip to buy, mostly unwittingly discovered and novel fashion sense and purchase, is called impulse consumption or unconscious consumption. we continue to enrich these products is as close to the one-stop-shop. ”
Reporters found that phase of the extension product to run this appliance is not large and medium, a new battlefield, according to Suning Beijing Branch Marketing Manager Xu Zhengfei introduction, Suning also try to extend the product line, making products more diversified, to meet the needs of consumers one-stop-shop consumer desire. However, Suning will not go too far in this extended line, while the products will be locked in the appliance-related products, including kitchen, bathroom, home appliances categories related products, as well as sports and leisure, personal health care and electric bicycles , baby items and so on.
In addition, Gome Eagle Electric Appliance, in addition to video games, car stereos and other automotive products such as the introduction, it also adds a lot of home appliances and extension related products such as kitchen, office products, lamps, clocks and watches, musical instruments so, a broader product line.
When to avoid homogenization of the new marketing
While various changes
as open to seek this kind of difference operation “Blue Ocean Strategy” is to avoid competition in the homogenization of management initiatives to make the difference, by opening a new store and more Introduction of new products and new business model, management of exploration, trying out an innovative and differentiated management of the road, but the reporter found that the store layout, product display and business model, etc., have shown ‘ll bet even a lot of overlap between. Meanwhile, both large and medium “next generation store” or Eagle Electric, are for reference and follow the United States, Japan, equivalent to the industry’s business model, especially in light of input on the famous street in Tokyo, Japan Akihabara Yodobashi store. These can not help but wonder whether this is a new round of competition in the beginning of the homogenization.
GOME He Yang Qing, general manager of the brand center that, after all, the homogenization of the Chinese manufacturing industry itself more serious competition. Act as “China” the chain of sale terminals, just pay lip service innovation and differentiation, only as “castles in the air,” the entire appliance industry innovation will be more dependent on manufacturing, marketing and end the whole industry chain common innovation can From “Made in China” to “Created in China” comprehensive transformation.
Success or failure depends on the consumers
The State Council Development Research Center of Market Economy Research Institute researcher, said Lu Renbo, home appliance chain actively seek competitive differentiation, The formation and mode of exploring this and trying to be encouraged, but because of home appliances and general merchandise products and consumption of consumer groups are differentiated, and therefore in the choice of new business enterprises should pay attention to new product category and appliances should be relatively strong correlation.
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