Competition Upstream Appliance Outlet Seven Agents – Home Appliances Manufacturing, Home Appliances

Upstream appliance manufacturers increased competition, leading to more sharing of household appliances containing thin profits, all appliance manufacturers have spared no effort to reduce sales in the middle of circulation, the implementation of the flat channel movement, expect to be in circulation by reducing costs to improve business profits, even in the home appliance industry has always been maverick Gree, also on Aug. 19, 2003, announced an increase in Guangzhou, Shenzhen and a regional stock sales of shares, from shares to full Holdings, which marks Gree abandoned his 1997 and pioneered regional pride and home appliances sales agents build the company’s sales model, a comprehensive reform of the flat into the channel.

Can say that from the view of external conditions, channel giant flat and home appliances chain in the channel in the increasingly prominent role is an indisputable fact, and will continue to be a trend. In this trend, there will be more and more home appliances agents were eliminated by history. However, this does not mean that the group will be home appliances agents from the historical stage, as a whole, home appliances agents certainly have their own value, and they understand the local market, get hold of some of the channels and so on are as home appliances agents to be the overall reason for existence. However, the appliance dealer order to survive, they must themselves make some adjustments to be able to adapt to channel flat and the rise of giant home appliance chain pressure.

1, the integrated appliances to the professional appliance dealer dealer development expertise and strong to do

Decision now most agents are often agents across several industries with N-appliance brands, I know a dealer, agent of the brand from the color TV, refrigerators to washing machines, stereos, fans, etc. and so on, some more involved in all the household appliances industry, it looks very powerful, very powerful, but really refined to a specific industry, its size is also very limited, thus, to the specific appliance maker that this influence extremely limited, so not only can not reduce the purchase cost, more importantly, the appliance maker that channel the low status of the value chain system, the lack of a home appliance manufacturer’s policy support and the cost advantages of agents, how can he in the market competitive.

A result, there is a home appliance as an agent, in order to survive in the market, it is necessary to change the original agent model, how to post, concentrated in a specific industry, to make good use of their limited funds, which focus on agents of a one or a few brands, manufacturers improve their upstream channel the role of value chain system to seek more right to speak, to do large upstream manufacturer’s agents. I came into contact with an appliance dealer, Jiangsu, because in the past two years, focus on audio branding agency, because of its brand positioning its agents are more specific to a certain extent the formation of specific dislocation within the industry operate, as energy and capital are concentrated, their agency brand in the local sales will go up quickly, and quickly create and agents in the industry in audio form a high reputation, and become the agent of key brands across the country to support and agents rely on one.

2, highlighting their logistics functions, to do major appliance manufacturers, “third-party logistics” providers

Upstream channel flat reform, does not mean that manufacturers will take all the flow functions, in fact, the upstream channel for manufacturers of flat campaign, we have to spend a lot of money, material and human resources as a precondition, as manufacturers, will not and can not have so much financial and material resources, manpower to fully enter the circulation they were not familiar with it for them, is worth the look. Most manufacturers of flat channel, is stationed throughout the terminal to the sales staff, in the compressed state on behalf of, on behalf of the same province, fully support the regional household appliances agents, with particular emphasis on regional home appliances agents can be given to manufacturers in logistics flat channel campaign to support.

Generally able to implement flat channels are relatively strong manufacturing business, if you want to continue to be the agents of this class of appliance business, we must inevitably strengthen the logistics in the building, and strengthen the delivery capacity of , must also have some cash flow. Manufacturers in the business flow into the system after the full development potential of their own logistics. While the product may be greater than the profit margin has dropped, but this way, agents own marketing costs reduced in line at the same time, the agent’s take the goods they can be straight up, coupled with year-end manufacturers rebate , together, the profit level should not be too low.

Household Appliances Industry, Dealers Are What Kind Of Person? – Home Appliances, Home Appliances

Appliances last in the planned economy, mainly rely on traditional distribution channels of state-owned
Sell , A large state-owned supply and marketing network formed appliances sales channels. Since the late 80’s, coastal areas began to import through some illegal channels inward original home appliances, some of which go through the normal procedures in the post-sales through the traditional formal channels, while the rest are training horses since the first private home appliance dealers.

* Appliance dealer major components: 80 years? Mid-90s: Most of the original employees of state-owned units, in which supply and marketing cooperatives, delivery of five, mostly in department stores. In part by contract or take over the management of enterprise restructuring state-owned assets to private enterprises gradually; part of the original unit of procurement staff, because they have control over the information and gather a certain amount of money, began an independent distribution appliances; a small number of other public sector employees, according to * its own social relations, and with operating electric appliances.

90 — mid-late 90’s: This stage is a period of rapid development of household appliances, a large number of home appliances become the brightest stars on the market, there are home entertainment appliances

TV , DVD players and stereos, kitchen appliances living there gas range, water heater, electric rice praise, with the rapid expansion of household appliance market, dealers are also with the rapidly growing ranks up. This time to enter the ranks of home appliance dealers, in addition to some of the appliances

Service Practitioners, the original home appliance manufacturer sales staff, the majority do not have anything to do with the original appliances. A great piece appliance dealers at this stage is gradually forming, and formed its own market competitiveness and the main product structure.

90 — the late 21st century: With the appliance market matures, the threshold is pushed up into the upper end of the century, the beginning of this century, during this period as part of dealers into the appliance industry has a large cross many varieties of capital characteristics, the other one is a new strategy re-specialization

Service Small dealers, more serious polarization. Mainly by the large number of small distributors the original sales of home appliances manufacturers laid off employees or enterprises constituted, they or independent business, or attract investment joint venture, or with the original host company or unit of resources, to become a force in home appliances market. Large capital and more capital for local business, because changes in the traditional retail transformation franchisees; part of the scale for the local private capital, in consideration of the investment in a fixed area, but into the appliance industry sales.

* Appliance sales channel distribution pattern classification:
An agent and regional agent system: general to provincial municipalities, prefecture-level administrative divisions as a unit, exclusive products in the local market development, channel management,

Advertisement Advocacy and service work. Exclusive distribution cooperative system: general to ground level, county level or regional, county and city government units for the market segmentation, production company accredited personnel or the establishment of long-stay completely attached to the offices of manufacturing enterprises, branches carry out various types of auxiliary work, dealers responsible for logistics, fund flow and local assistance in the work.

Manufacturers to sell the company: production enterprises linked to the name of the actual contributors are distributors to the form of independent legal person, general manufacturing enterprises in the management and monitoring only, not to participate in the distribution of profits.

Regional exclusive distribution system, combined with the directly managed retail: manufacturers directly focused on the retail market, management and operation, including financial and logistics arrangements, as another sense, the retail dealer as well as a logistics and distribution within the jurisdiction centers and markets, products services exist.

Dealer system over the region: refers to producers in a certain range of options than the wholesale market, business agent and distributor of their products, improve the depth and breadth of distribution.

Large chain of super regional retail co-operation: a chain of large supermarkets and large-scale distributors or manufacturers of strategic cooperation, relying on the power of large chain sales ability to complete tasks and major sales distribution plan.

Home Appliances Business, “substitution,” Reflects The Unspoken Rules Household Appliances


Recently, US

Air conditioning


Galanz air conditioning

Panasonic Air Conditioning,


Air conditioning,

LG Electronics

Other enterprises


CEOs or CEOs have changed hands, in no small waves off the industry. The author believes that the company behind household appliances in recent years reflects the philosophy and operation of the change of thoughts began to search for more efficient growth and sustainable development. It also reflects the existence of industries and enterprises in the unspoken rules.

Should be said that the personnel changes in the back, from two reasons: first, the normal corporate restructuring and staff development personnel. Like the U.S., the Panasonic adjustment is to better develop human resources potential and role playing staff. Second, the adjustment of business ideas and changes. As general manager of business owners, often play a leading role. Once the shift in business thinking, and stability by adjusting the operators can quickly promote the company’s new strategy and implementation. Like the LG, Glanz, TCL and other changes in corporate sales manager, is faced with business ideas to the adjustment.

In fact, China’s household electrical appliance enterprises in the long-term development, have always been self-oriented enterprises and develop human resources system. Whether


, TCL has already begun implementation of the global expansion of such enterprises, or beauty,


Galanz and other rapidly developing enterprise, both in-house staff formed an effective mechanism for training and turnover. Rapid development momentum in recent years

Home appliance chain



Electric many years ago, on the quite far-sighted to launch the “1200”


Works in the rapid development of home appliance chain accumulation of human resources. Therefore, in the appliance industry has always been the Whampoa Military Academy does not exist, nor Popular airborne, electrical appliances company CEOs more trust in their staff training. And their own talents in

Corporate Culture

Fusion, unspoken rules, internal management, has a big advantage. In this respect, foreign-funded enterprises are amazingly similar. Expand their participation in the Chinese market, the high-level and more directly from the headquarters presence. Although this is a period of time to promote the stable development of enterprises, but the acceptance of new ideas and thinking will have to step behind.

The other hand, household electrical appliance enterprises in the development process in recent years, has continued to adjust their thinking and strategy, but this adjustment tends to integrate the cost of personnel. At present, the appliance industry has been fast from the previous years into the slowly progressive radical, changes in the way of this growth have forced many companies to adjust to the business strategy, especially the development of support to rely on large-scale enterprises in this state is facing a balance scale and profit test. As leaders of various strategies, business or person in charge of the market faces many challenges and pressures. Because of poor operating performance due to the responsible persons not new to class, but in the development process created a vicious


, A slight discomfort on the substitutions, much worse. Idea of this operation gives one to blame, do not know to find an effective solution. Thus to the development of strategic and operational business continuity of ideas caused a lot of resistance.

Present context of global economic integration, the domestic market


Increasingly fierce, some potential exists in the industry rules have been unable to support and promote the sustainable development of enterprises, to face the greater the content and level of innovation. In this way, our appliance business to get long-term development.