Looking back on the past 2013, despite the economic recovery and recovery environment, the entire kitchen power industry has changed its 2012 trend and achieved a steady growth of over 10%, but most of it comes from the competition of mainstream brands. The strong influx of home appliance companies. Under the competitive landscape of the strong Hengqiang, the living space of many second- and third-line kitchen appliances brands has been continuously squeezed, and the market situation is increasingly severe. In the future, in the face of the rapid increase in industry concentration, how to survive in the cracks of giant competition? Even how to counterattack and quickly seize their own foothold? I believe that many second- and third-line kitchen appliances brands will face important issues.
A good wife from Zhongshan, Guangdong, is a typical representative of the second and third line brands. Although it has been in the kitchen industry for 17 years, it has been ups and downs, and trademark development disputes and quality turmoil have missed development opportunities. However, it is worth noting that although it has been bumpy, on the road of its own brand, the good wife has never wavered. With the cooperation of Taiwan’s well-known film and television song Sanxing star Lin Xinru for 7 years, the brand-new VI image store with purple-based color is vigorously promoted, and is committed to building a “female kitchen and bathroom first brand†strategic determination, all of which are revealed. The signs that the wife is not willing to be mediocre and ready to go.
Channel is king, winning terminal
As the saying goes, "the channel has the best in the world", especially under the vigorous promotion of the country's urbanization construction, the consumption level has been continuously improved, the consumption structure has been optimized and upgraded, and the third- and fourth-tier markets with huge market capacity and consumption potential have undoubtedly become An important channel for the increase in the kitchen appliance retail industry.
I have been immersed in the market of the third and fourth grades for many years. I have been steadily stabilizing and step by step. Good wife appliances with good foundations are the first to benefit. In 2013, with the extension of the product line, the further sinking of service and brand promotion, coupled with the development and adjustment of blank areas and weak areas, the good wife of the intensive cultivation of the company successfully achieved a growth of more than 30%.
“Especially in key areas such as Anhui, Jiangxi, Hunan, Guangxi, etc., through in-depth tapping and promotion, and the success of the news, the performance has doubled and even 70%-80% high growth,†General Manager of Zhongshan Haotaitai Electric Co., Ltd. Wang Yanfei expressed his confidence to Aiken Home Appliances. More than 150 first-class agents, more than 2,000 sales terminals, and more than 80% of the network coverage in 33 provinces, autonomous regions, and municipalities across the country are the fruits of the good wife's current deadline.
However, problems such as the inherent dispersion of the third- and fourth-tier markets and the disorderly purchase channels and unsatisfactory business practices brought about by the “self-employed, husband-and-wifeâ€-based township appliance sellers still exist objectively. In this regard, Wang Yanfei said that the good wife electrical appliances have always adhered to the principle of “exquisite screening, rather lack of abuse†in the expansion of sales channels, and pursued the quantity on the basis of the quality of dealers, and often changed their minds to effectively maintain and protect dealers. Our interests. This sincerity-based management philosophy has also enabled Haotai Electric to have a number of loyal dealers who will never leave the common troubles and become the mainstay of the company's growth.
The strong support from all channels will naturally help the good wife to secure its position in the increasingly competitive kitchen power market competition with its channel card.
Brand power, improve service 2013 is a year of comprehensive efforts and key promotion for good wife. First of all, on the basis of consolidating the building materials and cabinet channels that were originally growing faster, through the form of a specialty store, the new brand VI image and technological innovation concept of the noble and fashionable purple color tone will be promoted in the consumer. Establish a good faith image in mind and further tap the growth potential. Secondly, grasping the development opportunities under the construction of affordable housing and urbanization, good wife electrical appliances will first actively support dealers to promote effective community promotion from the policy, and promote the positive image of enterprises through engineering channels. In addition, for the e-commerce channel that is favored by young consumers after the 80s and 90s, the good wife is also actively deploying – building the official flagship store of Tmall Mall, discussing cooperation with Jingdong Mall, and launching network-specific products. To avoid price conflicts between online and offline. On the other hand, with the growth of independent brands, similar infringements will inevitably occur. Especially in the third- and fourth-tier markets where brand awareness is not high, all kinds of “brand-name†cottage appliances are particularly rampant and become the resistance of the rapid expansion of enterprises. In this regard, the good wife is not afraid, and resolutely move forward. From May 2012, “Haotaitai Good wife†was awarded the title of “China Famous Brand†by the Administration for Industry and Commerce; by the beginning of 2013, it was officially renamed as “Guangdong Good Life Electric Co., Ltd.†by “Zhongshan Good Life Electric Co., Ltd.†It has strengthened the determination and courage of the good wife to take the road of independent brand innovation. "In addition to continuing to practice the channel skills and comprehensively unify the purple terminal image, Haotai Electric also joined hands with the Women's Development Foundation in 2013 to officially launch a charity campaign to care for women's kitchens, mainly for poor, disabled, low-income women or The family, donate free range hoods, gas stoves, and provide more complete free cleaning, maintenance, repair and other terminal services." Wang Yanfei said. This move not only shows that the good wife is strong in product technology, launching a new dual-motor hood, continuously improving the thermal efficiency of the gas stove, improving the kitchen environment; and will continue to deepen the image positioning of “the first brand of women’s kitchen and bathroomâ€. Concretize and focus on the health of consumers and actually implement them into action.Waist Support Belts,Lumbar Corset Belt,Medical Belt For Waist,Waist Protection Belt
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