2013 Diversification of Household Appliance Industry Channels

In 2012, the online shopping in the first-tier cities quickly rose, and the market share of e-commerce increased rapidly. The status of super supremacy such as Gome and Suning began to fluctuate. At the same time, Gome and Suning also adjusted their layouts and used their wild bargaining ways to expand stores. Turning to the refined development model to increase the efficiency of single stores, in the second and third tier cities and rural markets, specialty stores and department stores have stepped up their efforts. They borrowed from the survival mode of large chains to strengthen the specialization of their merchandise, gradually in the region. Forming advantages, emerged a large number of regional chains such as Jiangsu Huiyin, Shenzhen Shundian, Shandong Sanlian, and Southeast Fujian. In addition, the home appliance companies' self-built channels in this level of the market are also driving changes in channel formats.

Industry analysts pointed out that the diversification of channels means that retailers will be able to interact with consumers through physical, online stores, television, social media and other channels, but they are diverse for home appliance manufacturers and distributors. The agency model will also bring new challenges.

In the period of diversified development of home appliance channels, how can we concentrate on purchasing the best and most complete products, and how can we meet with distributors all over the country at the same time? This problem that confuses both production and sales parties in the China Household Appliances Expo held in Shanghai in March this year - Shanghai 2013 will be resolved.

The reporter learned from the Organizing Committee of the China Household Appliances Expo (hereinafter referred to as “Shanghai Household Appliances Exhibition”) that the 2013 Shanghai Home Appliances Exhibition will jointly organize the first “China Household Appliance Industry Annual Channel Business Conference” jointly with Ovid Consulting. The conference will address the current situation of the home appliance industry. The road to development has brought professional analysis to both the production and sales of home appliances in terms of how the home appliance channel adapts to the new situation in the industry and society and how home appliance companies use existing channels to expand their layout. The person in charge of the organizer said that for the home appliance industry in China, the scale of the distributor meeting is unprecedented, and the Shanghai Home Appliances Fair is the largest home appliance comprehensive exhibition in the Asia Pacific region. Over 400 Chinese and foreign home appliance manufacturers will attend the new session. At the exhibition, the organizing committee also invited home appliance companies and representatives of local distributors through telephone calls. It is expected that the number of participants in the conference channel representatives will exceed 1,000.

It is reported that the first session of China's home appliance industry annual channel business conference will adopt industry summits, collective tours, high-end cocktail parties and other forms to better build a platform for both production and sales to understand industry, industry, technology, and trends. As an important part of the annual channel business conference, the industry summit invited leaders of home appliance industry associations, industry experts, channel analysts, representatives of production companies, and representatives of dealers to analyze the development of the home appliance industry, analyze the characteristics of channels, and analyze the direction of channels. High-end cocktail parties provide open space for home appliance channel distributors and manufacturers to communicate directly.

Galanz spokesman Lu Yulie believes that China’s channel market is being considered as a strategic highland by all household electrical appliance companies. As the most growth consumer market, it is not only related to future development but also related to the current situation for some companies. Survival. In the current period, domestic and foreign home appliance manufacturing enterprises—especially domestic brands—should make rational use of national chains while taking into account the coordinated development of regional and self-built channels. Channel integration and multi-channel development will be the trend of household appliance enterprises in the future.