Although Wing-lok, Gome, Suning stores in Shanghai, the number has reached as many as 70, but this year, will have 38 stores out. But the face of continued expansion has been no slowing the pace of the chain channel aggressive business momentum, the other channels of business in the home appliance business state experienced a similar "Fortress Besieged" one after the adjustment, starting with the chain channels to proceed a more intense competitive differentiation .

Pattern of multiple formats exist

If analyzed from the brand's attributes, as commercial services, brand marketing services, primarily through differential advantage on its brand value to achieve the purpose, so long as there is in the marketing services on competitive differentiation , then inevitably there will be more business state channels, while the consumer electronics market in recent years, Shanghai's actual situation is more proof of that.

Although the scale of the chain has become a mainstream consumer electronics market on the Format, and the chain of channel-friendly size and popularity is also growing, but well-honed competitive channels of other types of business state business after a adjusted survival of the fittest, starting with the chain in the different channels of business to start a more intense competition, and to Shanghai appliance market channels multiple formats reproduce the pattern of competition.

Four ingredients can explain

1,

Bigger scale and stronger than local.

From Shanghai in recent years, the actual sales of home appliances on the market situation, although the scale of the chain has become a mainstream Format, but if from the product category, such as single-store sales to be broken down capabilities can be found in chain channel operators do not have a clear advantage in particular speak of.

Example, in mobile phone sales, CellStar Telecom, the channel has the advantage of specialized business remains strong rival chain channel providers; in flat-panel TV sales in large department store with one store selling home appliances shopping ability advantages; in digital camera sales, Hua Lian is with the service, and other areas is difficult compared to other businesses; in the size of individual stores that can accommodate such goods category, the business center of the city appliances strengths.

Variety of goods in the digital category, the Pacific Digital Plaza, the advantage of not diminished; in electric fans, heaters and other seasonal merchandise sales of small household appliances, the Comprehensive mall shop sales of single advantage is obvious; in the electric rice pot, electric kettle, water dispenser and other daily merchandise sales of small appliances, Lianhua Supermarket, Hualian Supermarket and the absolute numbers in the stores are playing a dominant role; in the home central air conditioning, home geothermal system, home central water heater, systems such as solar water heater home appliance sales, closely associated with real estate developers brand agent has obvious advantages.

Shows that the bigger size does not necessarily defeat the stronger the various local, while Shanghai channels of other types of business state business dare appliance chain channels and a more intense business competition, it depends the stronger is the local.

II

Chain channel operators have the practical effect of price competition weakened.

Appliance Retailing appear as the main driving dramatic changes in the prices of the impact is so low-priced chain channel strategy early in this development may indeed play a role in the accelerator. But the question is, when the chain of channel partners in the development into a more mature period, aggressively cut, high delivery, grand prize and other one-sided focus on price competition not only no longer fresh start at all, and its negative effects will start to appear .

If the analysis of data shows that although the current low-cost advertising can attract eyeballs, but the actual results compared with 2002, has plunged by 29 percentage points. Also, if the brand from the business operation perspective, excessive price competition around quickly despite the visibility, but will also give some consumers the impression left cheap low-end and slow down by the well-known to the faithful degree across time.

Recent years, although the chain of channel partners are also aware of this and have the means to establish a flagship store to make up for the original image of the lack of high-end, but the problem is in a big city only has 12 flagship shop is not enough.

III

Strong competitor has actually arisen.

From last year, with the Shanghai Brilliance Group centralized strategy in full swing, No. 1 Department Store, Hualian Commercial Building, East Building and other major department stores and Lianhua Supermarket, Hualian Supermarket, etc. have been classified into a 100 United Group. One can imagine that the department store will have combined sales in the home appliance chain channels to proceed with a new round of fierce competition, Lianhua Supermarket, Hualian Supermarket and is also in the sale of small household electrical appliances and give full play advantage of thousands of stores.

Thus, chain channel business in Shanghai, another appliance market has emerged a strong competitor.

IV

Consumers also need a variety of Yetai coexistence patterns.

Recent years, although the scale of the chain has become a household electrical appliance market in Shanghai mainstream . But from the perspective of consumer spending psychological analysis will find: the consumer actually does not want only to face a Format, and that a Yetai less likely to feel satisfied with all of the consumers, consumers need is the coexistence of multiple Yetai pattern, and this pattern is the formation of channels on the basis of segmentation and marketing services at competitive differentiation.

Author SIG

I am Frbiz Site writer, reports some information about d300 remote , nikon flash brackets.

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