Chinese consumer electronics manufacturers encounter the market shifting problem
Released on 2011-10-24 16:26 | readings
当今中国消费电子产品的市场布局开始变得扑朔迷离。当年以农村包围城市的国产手机厂家在征战多年后发现，不仅城市市场没有被彻底攻下，而且农村市场在消费力放大后，自己的布局也变得千疮百孔，空白市场越来越多。国外家电品牌好不容易实现“地产地销”的低成本革命后发现，国内品牌在城市市场扎根已深，即使是低价也难以获得更高的市场份额，未来的增长只能是三四级农村市场，但自己的物流和售后体系在这些市场基本是空白。于是，三四级的农村市场成为了大家的关注点，也是今天国内外消费电子厂家和连锁卖场正在尝试破解的难题。
面对这一个变化，三星电子和索尼等外资品牌开始率先改变。此前，代理商爱施德（002416.SZ）无奈地公告称，三星中国手机部门取消总代理，转型“直供+平台直供+分销”并存的渠道结构。爱德施是三星手机中国市场最大的代理商之一，三星手机业务占其业务比重高达七成以上。一家业内人士表示，三星这一改总代理制为直供的做法，可以把自身对渠道的控制力直接延伸到销售终端，从而在一定程度上摆脱对代理商的依赖。而国外品牌要快速占据三四级市场的关键就在于终端控制力。因为外资品牌过往在国内三四级农村市场缺乏的是整个销售体系的服务能力，包括物流、售后和业务模式, 所以，同样缺乏该能力的索尼，则选择在三四级市场开设了专卖索尼产品的“数码工作坊”，以单个点的服务能力来逐步带动农村市场面的覆盖。
有关人士认为，外资品牌要想做透三四级市场，至少还需要5至6年的时间，所以中国国产厂家没必要过早担心。对于国产家电厂家来说，深入三四级农村市场是摆脱国美、苏宁控制的大好机会。其零售终端形式当然以专卖店为最佳，而成功的关键在于品牌专卖店所售的产品能否更多样化，能否让专卖店真正盈利。在此背景下，以美的为首的白电厂家开始整合资源，不仅在冰箱、洗衣机和空调三大产品上集中发力，而且还整合分散多年的小家电业务。以康佳、创维和TCL等黑电厂家则发力白电，不仅希望白电业务给公司整体业绩带来增长，还希望借产品整合布局三四级农村市场。当然，控制了大城市的家电市场的苏宁，国美也不会放弃这一块大蛋糕。苏宁一位高层承认，各家电厂家突入三四级农村市场的确有想叫板大连锁的想法，所以自己今年的重点就是在地级市和县级市布点开店。
面对这么一大块三四级市场的饼，各路神仙都摩拳擦掌，跃跃欲试，想必以后的三四级市场会更加精彩。
The market of consumer electronics in current China started to become complicated and confusing. The domestic mobile phone manufacturers previously encircling the cities from countryside discovered after years of competition that not only the urban market were not conquered completely, but also the layout in countryside market also became riddled and more and more gaps emerged in the market after the consumption capacity of countryside market has been enlarged. After foreign home appliance brands completing the low-cost revolution of “produce here and sell here”, they discovered that domestic brands have deep roots in urban markets and they cannot have more market shares even through low price strategy. The hope of future income increase only lies in the rural markets of 3rd and 4th level, but they had no logistics and after-sale system in these markets. Thus, the rural markets of 3rd and 4th level became the focus of everyone’s attention, which is also the problem that domestic and foreign manufacturers of consumer electronics and Chain stores try to solve.
The reasons for the changes in the market came from the policy of home appliances going to rural areas and trading the new with the old. In 2010, the number of home appliance products sold in China was 77.18 million units in total, achieving the sales of 173.23 billion Yuan, with the increase of 1.3 times and 1.7 times respectively. Among them, sales of fridge and color TV ranked first and second, being 56.74 billion Yuan and 48.85 billion Yuan respectively. Behind the numbers with rapid growth, the domestic first and secondary level market of flat-panel TVs experienced negative growth in.
In the face of this kind of change, Samsung, Sony and other foreign brands began to take the lead to change. Previously, agents Aisidi (002416.SZ) reluctantly announced that the Samsung mobile phone unit had canceled its agent in China, transforming to the channel structure of "direct supplying and direct supplying platform and distribution”. Aisidi is one of the largest agents of Samsung in China market, the proportion of Samsung's mobile phone business covers over 70% of its business. An industry source said that Samsung’s change from agent system to direct supply can help itself control the sales end directly, which to some extent help it avoid the dependence of agents. The key for foreign brands to quickly conquer the third and fourth level market is the terminal control. Because in the past foreign brands in the third and fourth level market in the country lacked the service capabilities to the entire marketing system, including logistics, sales and business model, therefore, Sony, lacking the ability, set up the "Digital Workshop" to sell only Sony product in the third and fourth level market, to gradually cover rural market through the service capabilities of single point.
Someone inside the business concerned that it needs at least 5 to 6 years for the foreign brands to conquer the third and fourth level market, so the Chinese domestic manufacturers did not need to worry prematurely. For Chinese domestic manufacturers, it is a great opportunity to escape the control of Guomei and Suning. Of course, the best retail outlets should be the form of exclusive shop, and the key to success lies in whether the products sold in exclusive shop could be more diversified and can make the store really profitable.
Under the background, the white electricity manufacturers led by Midea began to integrate resources, not only investing greatly in 3 main products including the refrigerator, washing machine and air conditioning, but also integrating the dispersed small appliance business. On the other side, main black electricity manufacturers such as The Konka, Skyworth and TCL began to make investment on white electricity, hoping white electricity business to bring up the company's overall performance and to integrate layout of the third and fourth level market with their products. Of course, Guomei and Suning which control the market in big cities would not want to give up the big cake. One high level official acknowledged that the plan of many manufacturers to conquer the rural market expressed their desire to challenge the status of large chain, so their main work this year is to open store in prefecture-level cities and county-level cities.
Facing the large piece of cake of the third and fourth level market, every brands and manufacturers has began to make their plans, and this kind of market would definitely become exciting in the future.
当今中国消费电子产品的市场布局开始变得扑朔迷离。当年以农村包围城市的国产手机厂家在征战多年后发现，不仅城市市场没有被彻底攻下，而且农村市场在消费力放大后，自己的布局也变得千疮百孔，空白市场越来越多。国外家电品牌好不容易实现“地产地销”的低成本革命后发现，国内品牌在城市市场扎根已深，即使是低价也难以获得更高的市场份额，未来的增长只能是三四级农村市场，但自己的物流和售后体系在这些市场基本是空白。于是，三四级的农村市场成为了大家的关注点，也是今天国内外消费电子厂家和连锁卖场正在尝试破解的难题。
面对这一个变化，三星电子和索尼等外资品牌开始率先改变。此前，代理商爱施德（002416.SZ）无奈地公告称，三星中国手机部门取消总代理，转型“直供+平台直供+分销”并存的渠道结构。爱德施是三星手机中国市场最大的代理商之一，三星手机业务占其业务比重高达七成以上。一家业内人士表示，三星这一改总代理制为直供的做法，可以把自身对渠道的控制力直接延伸到销售终端，从而在一定程度上摆脱对代理商的依赖。而国外品牌要快速占据三四级市场的关键就在于终端控制力。因为外资品牌过往在国内三四级农村市场缺乏的是整个销售体系的服务能力，包括物流、售后和业务模式, 所以，同样缺乏该能力的索尼，则选择在三四级市场开设了专卖索尼产品的“数码工作坊”，以单个点的服务能力来逐步带动农村市场面的覆盖。
有关人士认为，外资品牌要想做透三四级市场，至少还需要5至6年的时间，所以中国国产厂家没必要过早担心。对于国产家电厂家来说，深入三四级农村市场是摆脱国美、苏宁控制的大好机会。其零售终端形式当然以专卖店为最佳，而成功的关键在于品牌专卖店所售的产品能否更多样化，能否让专卖店真正盈利。在此背景下，以美的为首的白电厂家开始整合资源，不仅在冰箱、洗衣机和空调三大产品上集中发力，而且还整合分散多年的小家电业务。以康佳、创维和TCL等黑电厂家则发力白电，不仅希望白电业务给公司整体业绩带来增长，还希望借产品整合布局三四级农村市场。当然，控制了大城市的家电市场的苏宁，国美也不会放弃这一块大蛋糕。苏宁一位高层承认，各家电厂家突入三四级农村市场的确有想叫板大连锁的想法，所以自己今年的重点就是在地级市和县级市布点开店。
面对这么一大块三四级市场的饼，各路神仙都摩拳擦掌，跃跃欲试，想必以后的三四级市场会更加精彩。
The market of consumer electronics in current China started to become complicated and confusing. The domestic mobile phone manufacturers previously encircling the cities from countryside discovered after years of competition that not only the urban market were not conquered completely, but also the layout in countryside market also became riddled and more and more gaps emerged in the market after the consumption capacity of countryside market has been enlarged. After foreign home appliance brands completing the low-cost revolution of “produce here and sell here”, they discovered that domestic brands have deep roots in urban markets and they cannot have more market shares even through low price strategy. The hope of future income increase only lies in the rural markets of 3rd and 4th level, but they had no logistics and after-sale system in these markets. Thus, the rural markets of 3rd and 4th level became the focus of everyone’s attention, which is also the problem that domestic and foreign manufacturers of consumer electronics and Chain stores try to solve.
The reasons for the changes in the market came from the policy of home appliances going to rural areas and trading the new with the old. In 2010, the number of home appliance products sold in China was 77.18 million units in total, achieving the sales of 173.23 billion Yuan, with the increase of 1.3 times and 1.7 times respectively. Among them, sales of fridge and color TV ranked first and second, being 56.74 billion Yuan and 48.85 billion Yuan respectively. Behind the numbers with rapid growth, the domestic first and secondary level market of flat-panel TVs experienced negative growth in.
In the face of this kind of change, Samsung, Sony and other foreign brands began to take the lead to change. Previously, agents Aisidi (002416.SZ) reluctantly announced that the Samsung mobile phone unit had canceled its agent in China, transforming to the channel structure of "direct supplying and direct supplying platform and distribution”. Aisidi is one of the largest agents of Samsung in China market, the proportion of Samsung's mobile phone business covers over 70% of its business. An industry source said that Samsung’s change from agent system to direct supply can help itself control the sales end directly, which to some extent help it avoid the dependence of agents. The key for foreign brands to quickly conquer the third and fourth level market is the terminal control. Because in the past foreign brands in the third and fourth level market in the country lacked the service capabilities to the entire marketing system, including logistics, sales and business model, therefore, Sony, lacking the ability, set up the "Digital Workshop" to sell only Sony product in the third and fourth level market, to gradually cover rural market through the service capabilities of single point.
Someone inside the business concerned that it needs at least 5 to 6 years for the foreign brands to conquer the third and fourth level market, so the Chinese domestic manufacturers did not need to worry prematurely. For Chinese domestic manufacturers, it is a great opportunity to escape the control of Guomei and Suning. Of course, the best retail outlets should be the form of exclusive shop, and the key to success lies in whether the products sold in exclusive shop could be more diversified and can make the store really profitable.
Under the background, the white electricity manufacturers led by Midea began to integrate resources, not only investing greatly in 3 main products including the refrigerator, washing machine and air conditioning, but also integrating the dispersed small appliance business. On the other side, main black electricity manufacturers such as The Konka, Skyworth and TCL began to make investment on white electricity, hoping white electricity business to bring up the company's overall performance and to integrate layout of the third and fourth level market with their products. Of course, Guomei and Suning which control the market in big cities would not want to give up the big cake. One high level official acknowledged that the plan of many manufacturers to conquer the rural market expressed their desire to challenge the status of large chain, so their main work this year is to open store in prefecture-level cities and county-level cities.
Facing the large piece of cake of the third and fourth level market, every brands and manufacturers has began to make their plans, and this kind of market would definitely become exciting in the future.