Along with the home appliance store chain model development increasingly mature, channel has become home appliance manufacturing enterprise enslaved the cupboard. For home appliance enterprise that, develop a new sales channel is a must, therefore, the everyone's electricity enterprise in recent years of the emergence of online channel, once brilliant department channels and other traditional agent channels have stepped up efforts to develop, among them,china ticket stripping the supermarket channel is in recent years more and more concern channel form.
Gradually the importance
Before, the supermarket home appliance with small home appliance is in the majority, not much of everyone's electricity is often cheaper to price the low end of goods; In addition to the three line brand on the supermarket has a special liking the channel, a brand often not so good supermarket channels. However, today's situation has made a lot different.
Nearly more than one year to come,china Frame Stand many large grocery chains such as carrefour and wal-mart, good and will use the weekend, and carry out a home appliance brand of a unit product even all products of the sales promotion activity, the activity is no less scale, su ning, gome electrical appliances supermarket chain. "Electric" reporter visit many supermarkets after the interview that, good quality and supermarket in Beijing new street shop, daxing shop shops, suppliers and even need through apply beforehand, can obtain the supermarket resources provided and field.
The supermarket of the environment and the home appliance inside products and the past has changed greatly. "Electric" notice, wal-mart, carrefour, good and, hua and companies of home appliance to a supermarket sales areas in the past old decrepit storefront layout, the phenomenon of the low end of the shortages, scan strip supplierwhether decorate class or presentation of the goods, as home appliances chain stores. In Beijing and the supermarket, the reporter sees the 3 D TV sets and 55 inches to open the refrigerator. Carrefour stores in Beijing, also appears SMART55 inch samsung LED back light liquid crystal TV, beautiful every emperor ROM refrigerators and mitsubishi's air conditioning ark figure.
"And the home appliance sales overall supermarket is good, everyone's electricity sales growth rate and the average national level, small home appliance sales growth is slightly lower than the national average." And home appliances purchasing department director supermarket on the electric "reporter 39:1098 introduction, this data is the combination of satisfying kang, Mr D consulting (AVC) monitoring data, and their own shops statistics (not including has the beauty of the merger cream beauty supermarket) home appliance sales data sources. In 2011, the good and the supermarket in Beijing area nearly 40 stores, home appliance sales (including taxes) to 600 million yuan, every good and stores average home appliance area occupies an area of about 300 square meters. 39:1098 said, home appliance to belong to growth category, suppliers to the supermarket channel the care and support of increasingly, therefore, good and supermarket home appliance sells in stores than ever before on a bigger change, and this became an important factor to attract the customers.
According to introducing, good and supermarket and skyworth, hisense, SONY, changhong etc all have good long-term brand cooperation, and haier, Siemens and beauty of the OS to open the refrigerator of such high-end home appliance sales have more and better. 39:1098 said with pride, 2011 and supermarket haier white electrical appliances sale in the growth rate of the internal supermarket channel in statistics haier first three.
In fact, the electric appliance "reporter found in visit, whether rice cooker, water machine, electric kettle, hair dryer, microwave oven, electric oven, cleaner, water purification the small home appliance such as machine, electric water heater, smoke kitchen products etc hutch defends home appliance, or color TV sets,data strip Manufacturer refrigerators, washing machines, air conditioning, everyone's electricity, almost all the electrical home appliances products in large supermarket are visible. Although is considered to be the low end of the channel, but including haier, beautiful, beautiful rhombohedrons, glanze, extension, hisense and Siemens, mitsubishi, LG, panasonic home appliances of the famous at home and abroad, such as brand products can be found in a supermarket, which is full of beauty products on supermarket will be to channel. Beauty, beauty rhombohedrons, glanze home appliance such as the enterprise concerned personage of the electric "reporters, supermarket channel is identified as one of the main channel 12 market chain.
According to the refrigeration products sales company general manager of Beijing ZhangWenFeng introduces, at present in Beijing area, beautiful home appliance main invest in carrefour, good and and the lotus supermarket, supermarket channel share of the overall market share of 10%; In south east China area, the main and big embellish hair, trust-mart supermarket cooperation, the supermarket market share of more than 20% channels. ZhangWenFeng to beautiful white appliances in the supermarket channel sales prospects optimistic.
"In the Beijing area, through the supermarket the beauty of avenues of sale OS refrigerators, washing machines and freezers accounts for local total sales in the OS beauty 8% ~ 9% share of the market. Beijing, Shanghai, hefei, nanjing and other areas in the channel of the supermarket sales row the front in the whole country." Beauty rhombohedrons electrical Beijing marketing minister ZhuJiMin told the electric "reporter, beauty rhombohedrons appliances supermarket channel sales have been in three or four years time, now and carrefour, good and, hua, wal-mart and a number of large chain supermarkets have cooperation.
According to project department minister WangGuoFei TCL washing machine is introduced, TCL and domestic famous the supermarket all have the cooperation, at present good sales performance. In the next few years, home appliance in the supermarket sales channels will be further promoted.
"Electric" the reporter understands, konka group in recent years and wal-mart, carrefour, hua embellish hair,, metro, tesco, auchan, a number of other supermarket cooperation has been in healthy development, konka group headquarters sales data shows, the supermarket television channel sales continue to grow. Konka group supermarket manager YangZhenYa channels to the electric "reporter revealed that benefit from domestic economic development and the advancement of urbanization, most supermarkets in expansion stage set up shop channel, sales in addition to local economic and spending habits and related, natural, also have depends on the number of stores all over, the economy relatively developed and store number of south China, east China and the beijing-tianjin region, 2011 the average constructions in annual sales of 1.2 million yuan. "The supermarket sales channels have accounted for nearly 7% of total sales konka TV. Konka group depending on the supermarket is an important strategic partner,data strip supplier believe that the supermarket channel a further growth space."
About the supermarket and suppliers of cooperation pattern and home appliance store chain model of the difference, 39:1098 told the electric "reporter, compared with chain home appliance sells, and provide more preferential trade conditions, such as: don't accept suppliers in store expenses, such as advance payment in advance to the supplier. In line with the aim of harmonious retailer-supplier relationship, and the supermarket and home appliance enterprise cooperation in recent years more and more smoothly. Everyone's electricity purchasing, good and usually and home appliance enterprise directly cooperation; Small home appliance are buying and enterprise designated agent cooperation, the agent will not only provides image, display, expenses, promoters and so on various aspects of the promotion support, but also for the gifts, the problems such as machine agent can provide follow-up service.
Beijing wal-mart stores xuanwu district officials think home appliance, buckle point rate low is the supermarket chain stores and home appliance channel competition is one of the favorable factors.
"Electric" reporters also learned that, in recent years, the new policy to old change for supermarket home appliance category growth brought new opportunities. In the old change before the new policies, the supermarket channel electrical appliances sale of less than 10% gross margin. To old change new policies obviously mobilize the enthusiasm of the supermarket channels, the supermarket to numerous electrical appliances enterprise channels open the door of the cooperation.
Obviously, home appliance sells the chain than high entry threshold, into the supermarket channel is easier, it also makes many can't enter the home appliance chain supermarket two three line brand, through the supermarket falls into a second city market.
"Relative YuLianSuo stores, supermarkets channel to home appliance brand requirements of the threshold to be low, and payment cycle is short, buckle has the advantages of low point, home appliance enterprise and supermarket channel is lower than the cost of cooperation and chain home appliance sells." Guangdong Mr Ma electrical Co., LTD WuShiQing vice President of the electric "reporter said that the domestic market in 12, Mr Ma to supermarket channel is given priority to, now and tesco, big embellish hair and wal-mart and other large chain supermarkets have cooperation. Mr Horse in the supermarket in the refrigerator channel sales 100 L ~ 200 L capacity to give priority to. "Mr Ma refrigerator into the south China region only supermarket channel more than a year, but the sales rank has led the. In 2011, Mr Ma refrigerator in the domestic market sales for 800000 sets, of which 200000 sets through the supermarket channel into thousands of families."
KangBao sales company general manager HuangZhengXiang told the electric "reporter said, compared to chain home appliance sells the cooperation, the supermarket channel comes into play cost is low, the gross profit high. Prices moderate often supplies if in the supermarket system promotion, far more than in the chain home appliance sells the effect is better. So since 2011, KangBao begin to strengthen the cooperation with the supermarket channels, and Shanghai as main market development. In 2012, KangBao electrical specifically founded KA department, dedicated to the supermarket and channel docking, first in all regions to do research, guidance and training of the agent how to cooperate with the supermarket.
Some of the large supermarket chain channel requirement, also let small and medium-sized home appliance enterprise continuously improve quality and after service. Ningbo huacai electric appliance Co., LTD. Started in 2011 through the supermarket falls into a city, the company general manager YeBaoQuan introduced that the large supermarket chain system on consumers' commitment the unconditional return, so the quality of their own enterprise should more strict supervision. Whats with supermarket chain in the cooperation process, to their own after-sales service also put forward higher request. "Huacai electrical give priority to with export, and domestic market started late. At present, export 50%, OEM production accounted for 30% ~ 35%, the independent brand only 15% ~ 20%. In 2012, the independent brand products will be the main development direction, whats orchestra will be in the supermarket channel launch Korea is still and huayi on two brands, hope that by supermarket chain system, shall go home appliance sells chain."
Although the supermarket channel also appeared in 3 D TV and open the door to the refrigerator of such high-end everybody electric products, but the "electric" reporter discovery, the home electrical appliance companies, even with 12 cities, supermarket chain stores and home appliance channels of positioning still have great differences.
YeBaoQuan think, supermarket chain stores and home appliance consumer groups have obvious difference, the former mainly sells economical products, according to the young people of single, older people and migrant workers, the latter position in high-end population and family. Luan cable Iraq responsible for electrical a "electric" reporter says consumers for supermarket price of goods more care.
"At the moment in the supermarket channels or in the OS beauty of products, we are considering the future on the high-end products." ZhuJiMin told the electric "reporter, beautiful patterns in the supermarket channel sales refrigerator and home appliance sells the different models, part of the supermarket launch new products speed really have no home appliance chain stores fast.
The supermarket channel consumers to sensitive to price, the characteristics of the ratio of pursuit, let Siemens such in high-end product mainly to the home appliance brand in the supermarket selling it is difficult to operate the ideal.
"In the strict sense, Siemens nearly two years and supermarket chain is not ideal cooperation. The consumers' awareness of the reason, Siemens refrigerators sales of cooperation in the supermarket and supermarket sales of their own white electricity there are different levels of atrophy. In 2011, Siemens white electricity sales channels in the supermarket than a 0.3% decline in 2010." Siemens household appliances (China) vice President WangWeiQing said. According to introducing, Siemens and carrefour, wal-mart Sam's club stores to wait to have cooperation, but, in different regions of the sales performance difference is very big, among them, when is the best in shenzhen area. "Different areas of sales of differences on all supermarket chain of electrical appliances sale positioning itself. The channel, and the supermarket chain home appliance sells the positioning and consumer groups of different, now see, small home appliance is more suitable in the supermarket sales."
Carrefour stores sell electricity of a Beijing also think, small home appliance more suitable for supermarket channel sales. "Although in the supermarket sales of all the electricity price a relatively low, but at present, there are quite a number of consumers are not identity in the supermarket channel purchase. Small home appliance sales is different, carrefour don't regularly will be held small home appliance sales promotion, the supermarket for electrical home appliances manufacturers subsidies part of funds, price chain home appliance sells cheap, welcome by consumer."