Background: in recent years, numerous internationally renowned kitchen brands have to enter the Chinese market, the brand in the Chinese market development of the situation in the marketing mode changes on what? and the local kitchen brand kitchen brand abroad compared to features and advantages and where? international brand into the Chinese market, and will give our lifestyle changes of?
With such a doubt, soufun special interviews with representatives of the international kitchen brand viagra method Siemens kitchen experience Museum, and they discuss foreign kitchen brand in China market business and development, and to share with the General hunting online viagra method Siemens kitchen experience Museum will bring our new kitchen life philosophy.
【Interview guests 】: Wei method Siemens kitchen experience Museum Chairman Yanglian
【 Journalists 】: soufun breaks silence as
Wei method Siemens kitchen experience Museum Chairman Yanglian
International furniture brand in China's development needs "touched the Stones River"
【 News 】: Yang Dong Hello, the last few years, many international brand has entered the Chinese market, do you think they choose to present this opportunity to enter into the Chinese market, what are the main causes?
【 Guests 】: the reason is simple. China's real estate industry is currently developing very fast, the Chinese people's House of rigid demand is very strong, and this directly stimulating the demand for building materials. Whether hardcover houses or embrg room has to go through the process of renovation, bathroom, kitchen, furniture, etc, is a very broad market space. At present, China's people and the pursuit of quality of taste and decoration, so that a few years before some of the more high-end brand to enter the Chinese market.
【 News 】: as far as you know, in 2009, the international furniture brand in China market development?
【Quality participant 】: Wei method Siemens kitchen experience Museum this brand combinations before entering China 2009, other international household brands, I know very little about, but overall, it is good. Wei method Siemens kitchen experience Museum, including the Electrolux have other brands, and GOME, suning cooperated are selling very well. While the domestic several big brands like Haier, also in constant penetration to overseas, in many countries are unable to see.
【 News 】: is a "local outreach, international came in" process?
【Quality participant 】: on.
【 News 】: then you understand international furniture brand in the domestic market share?
【Quality participant 】: other brands I don't understand, but in the kitchen electrical appliances, Siemens's market share is very high, the product is very full. According to different cities, Siemens's market share is generally in 25%-30%. Single on kitchen electrical appliances, Siemens product line in all of the brand is the most complete, price or from a set of more than 6000 to a single block of tens of thousands.
【 News 】: you also mentioned Siemens and suning, GOME cooperation. That's as far as you know, the international kitchen electrical appliances brand's marketing model? like stores, resellers, agents, and moved into stores mixed business marketing mode, they are mainly what marketing model?
【Quality participant 】: I think regardless of Siemens or other international brand, are faced with a similar problem, that is the difference between the concept of consumption at home and abroad. Foreigners buying something is the brand's history, and product and service quality. Even if the end product is placed in a small storefront, you will be assured to buy.
But in China, the situation is completely different. If you do not have a large mall, or that do not have a good image, you are very difficult to give consumers confidence in your brand. In fact, like electrical stores and spend hundreds of thousands of flat to flat and even put a 20-bed electric, completely unnecessary. But if suning, GOME stores to ten, 20 square meters, some smoke machine, stove, a fluorescent lamp, the image did not go on. So each store can only price and the price is more than the lower.
Many I see are surprised that some of the Siemens appliances sold more than one thousand dollars. Of course there may be some marketing idea, but this hypermarket ills on many industries, are already obvious. Sell big does not represent a number of points, the customer's confidence is not necessarily high. Display can be done, but did not form a virtuous circle.
Now just do electrical chain stores is not the money earned. If the chain store, look good, are likely to suffer losses, if small, image and not good, the customers do not like to come. Like suning and GOME, also there is no way to solve the problem of the product packaging. For example, Siemens and many electrical appliances are embedded, not even a shell, suning, GOME, like a squatted on the floor, there is no shell of the machine, the image is not good. Like disinfection Cabinet, kitchen together is the most beautiful, but if you sell electrical appliances at the kitchen, and there are unreasonable. Because the price is higher than the electrical cabinet, put together a little distracting.
Therefore we promote open a franchise store marketing mode, because this gives the customer provides a holistic concept. Open a franchise store can provide customers with personalized service, the product also has a very good image display, because customers can see exactly what the product is, how to use. This is Su Ning and the United States.
So I think that, although the Chinese market is very big, but if the international brand to enter China, we must solve many similar problems. Germany a famous manufacturer discussion with me yesterday, said that he had failed to penetrate the Shenzhen market, because he was abroad to sell products. Foreign consumers could be the second, third, the decoration and know what you want to match lighting, kitchen cabinets, and things like that. But most of the domestic customers, it does not have this concept must be to give them a whole image. So international brand in domestic promotion, you must not copy the model abroad.
【 News 】: so many international household brands to enter the Chinese market is also a process of exploration.
【Quality participant 】: Yes, in fact, the biggest difference is that they should understand that Chinese customers might be just accept these things, the original quality of life not so high, so there is no such concept. Also, consider the cost of the Chinese marketing problems. This requires that we must have a set and foreign different marketing mode.
Promote integration kitchen lifestyle focus precision marketing
【 News 】: so Wei method Siemens kitchen experience Museum is also integrated via propaganda to influence the lifestyle of consumers?
Guests: right. Our hope is that consumers don't put kitchen as simple materials, but an integrated whole. Many consumers first decoration, you want to buy kitchen cabinets, but did not think of kitchen cabinets to be so complex-table is a table, the door is the door, drawer to how much money ... Just down the plate and the door is a 1970, if only one out, the customer will be engaging in Halo, don't know what is needed and what is unnecessary. If integration of bundling, there would be no such problems.
Customers often encounter another problem, just don't know what you said is true or false. You said this door hinge is imported, the brand is Blum, great, but customers don't necessarily believe that the impact on sales is great, because customers cannot intuitively understand what is bought.
We do kitchen is do a complete consumer goods because it is a holistic, suit, integration, bundled with the appliance, so customers don't have to worry about what should be equipped kitchen smoke, smoke ... to what hole, it will not with kitchen on.
In fact, the truth, I'm in the market have not seen such a pattern, but I think this is really the pre-sales services do. Whether you buy don't buy, at least you knew that a kitchen is like this. So for the customer, sales before we have service done. This and a traditional kitchen and many more are available in-sale service is completely different.
【 News 】: I would like to know, the current method of Siemens kitchen experience for 威 Museum in distribution of Chinese cities?
【 Guests 】: currently we each month will count 4 shop around. Open a big shop is very complex, so most began opening in developed areas, coastal zones are now basically one after the opening of our branch, currently with Chongqing is 33. Chongqing is March 3, opening of the first 33, but of the three shareholders, incidentally. In looking for a good location Chongqing shop quite difficult, this from one side also reflects China's furniture industry is booming, wait until your decoration, you will find that there are a lot of people are buying home products.
【 News 】: so now Siemens kitchen experience for 威 method of marketing model?
【Quality participant 】: we slightly earlier referred to this point, that is, do a before-sales service. I can give you a specific example. For example, the original buy kitchen cabinets, we should consider the kitchen and appliances with a problem, because many electrical appliances and kitchen function, style and performance is not consistent, even the kitchen sales people do not know how you should be equipped with electrical appliances. So, out of the kitchen and appliances. Like the original sound industry, sound and power amplifier is disjointed, may your amplifier and audio are good, but the combined results are not necessarily good.
On the other hand, kitchen cabinets, a lot of parts, often have greater success ten hundred varieties, sales price in accordance with the customer only to deliver the product, this is not marketing, you should call the Department stores. I think businesses should stand at the customer's point of view, to professional to help customers to make a decision, this is the business value, that is a good thing for the customer.
Kitchen cabinets, set of integration, customers don't have to worry about size, style and appearance. Because we have put all the parts are combined, but we can use your own brand credibility do product quality guarantee. This is the customer choose the kitchen becomes a simple select brand, greatly reduces the burden on them.
【 News 】: I can understand you, your advantage is the good product integration and unity sold to consumers?
【Quality participant 】: Yes.
【 News 】: Liang total also give me about it, do you mainly sell four things: Wei method of kitchen cabinets, Siemens kitchen electrical appliances, WMF cutlery, another is the way of life. Be described in detail please?
【 Guests 】: these four ' is actually a whole set of things. We choose the product material is also very aware of the problem, such as our plates only Kronospan plate. Whether it is homemade, cheaper or other Board, are not, is not to say that the Board is not good, in fact, the domestic building materials is also very good to some, but we rely on the same quality of materials that can unify the product publicity.
【 News 】: I'd like to know what is your advertising strategy is like?
【Quality participant 】: because we are currently has just started, so much depends on the strength of the sales team. Just look at our sales team is there a way to convince customers to let him know where our advantages, features where competitive advantage is. For example, when it comes to kitchen design when we speak, Act do kitchen has a long history, works very well, uses a lot of new technology, and so on.
Initially we more is the way these advantages of publicity out to see if it needs to be competitive, if you have a competitive edge, our site will gradually increase. In a city may begin only after a dot, but will gradually increase.
My personal understanding of the advertising is directed at our objective, accurate delivery. For example, the sale is just need to buy kitchen cabinets, high-end consumers, we will try to let the person know viagra for sale by Siemens kitchen experience Museum's brand and our merits, let them buy kitchen cabinets for 威 method before to Siemens kitchen experience Museum to see, buy buy is sales. This is down to cost is not very high, but the effect is very good.
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