Home appliance business fancy "starting" business opportunities

"The same product, I sell 3,600 yuan, you sell 3,500 yuan, I will sell 3,400 yuan, the price competitive advantage turns to sit. However, if this product I have, you do not, or I than you first, then you also Is there a so-called price advantage?" The head of a well-known home appliance sales company explained the role of "starter." For example, Apple's serial products, Microsoft's tablet computers, and Samsung's GALAXY series are on the market. Although the pricing of the products is "unified nationwide," it has also attracted online shop operators and offline shopkeepers to compete for "original rights." . The role of the "starter" is indeed very clear, at the end of last month GALAXY S4 mobile phone's offline launch ceremony, there are consumers one day in advance to go to the store line up; starting the day of the Samsung mobile phone counter is even more popular, sales record.

Experts in the industry pointed out that in the home appliance consumer market, new products are becoming the first choice for consumers and they hold up half of the market. According to incomplete statistics, among the well-known sellers' product lines, the listed new products not only accounted for 45% of the product structure, but also created sales of nearly 55% for the sellers. Among them, the new 3C consumer electronics products are most welcomed by the market, accounting for about 65% of the sales of similar products; and the "first-in effect" of home appliances such as color TVs, ice washing, kitchens, and air conditioners is becoming more and more obvious. Although the new products only accounted for 35% of the product structure, sales accounted for more than 50%.

However, as more and more businesses look at the "starting" business opportunities, the "starter" approach is changing. In the past, it was usually merchants waiting for production companies to provide “new products” for sales companies, but now, many sales companies have chosen to join hands with production companies to use resources such as consumer feedback information and source storage resources to jointly determine new product launch times and sales. the way. In order to attract suppliers to join the camp, some businesses even proposed tailor-made "product debut platform" for the production companies, with a view to "stealing new products." Just last week, Shanghai Suning held the "Show New Power" product debut ceremoniously and launched new marketing methods for 9 brands including Siemens, Bosch, Whirlpool, Fanta, Macro, Samsung, Sony, Sharp and Hisense. Is to strengthen the "starting right" this new focus of market competition. Suning said that the so-called product debut platform, the use of "special person, out of resources, out of sales" mode of operation, by the channel's professional team for brand new products from the promotion and sales of two matching resources, tailored promotion program.

In the face of this new marketing approach, production companies welcome. In Suning's debut platform, Hisense launched the "Apple Pie A8" 89 series smart air conditioner. According to the person in charge of Hisense, this series is a high-end product, and the target customer group is positioned at the high-end personage, and it is impossible to use traditional marketing methods such as flyers. With the help of channel distributors, manufacturers have turned the sales space into a “stage”. Product display methods and marketing staff's wear and talk are all different from the past. They adopt an artistic approach to product promotion and are more in line with product positioning. Industry sources said that in addition to this type of personalized promotion plan, the “initial right” will also promote the market to target and produce on demand.