Small household electrical appliances industry threshold low profits high enclosure low carbon businesses Happy Valley into a logo

In recent years, the home appliance industry because of the low-skilled, high-margin space threshold and became to many businesses Happy Valley circle competition for market development focus. But seemingly everywhere and silver hilarious imagery, it contained an industry of mass shuffle undercurrents.

Observers have pointed out, with the escalating consumption structure and industry supervision, "survival of the fittest" rule by the sword has been scrubbed zeng Guang Watts lit. Industry experts believe that home appliance brand quality alone is not sufficient to successfully resist the rough. To find new ways of marketing, is the successful landing of a strategic Bos journey of light. (Note: Economics is of the view that the existing market by two oceans that: the Red Sea and the blue sea. Red Sea represents all industry today, our well known market space; blue ocean represents today did not exist in the industry, this is the unknown market space)

Vast market but no one can play face dilemma

"A rough estimate, small household appliances market in 2010 may exceed the value of $ 3500." this is a Nordic electrical appliances (China) co., Ltd. General Manager Mr. Wang Institute naxin, told this reporter. But at the same time, he revealed a very embarrassing that practitioners-such a great cake, but because the threshold elevation is no one dares to touch.

Recently, from CCID Consulting's statistics show that China's small household electrical appliances industry in 2009, the rapid growth of sales volume 3.98 billion, an increase of 2.1%, sales up to a total of $ 1175 billion yuan, an increase of 6.6%. This shows people on quality of life, the pursuit of an increasingly broad market prospects.

Yet the 2010 China's small household electrical appliances market trends study forecast report analysis but concluded that, because the domestic electrical appliances industry concentration is not high, the brand more miscellaneous, cause most belong to small inputs, small-scale production, product quality depends on the nor-Pearl.

At the same time, with the Copenhagen climate conference in the world, more and more people begin to pay attention to ecological and environmental issues. With energy-saving environmental protection work of ongoing, small household electrical appliances that have been overlooked areas have also been pushed to the front desk.

This year, from 1 March, air conditioning, refrigerator, washing machine, small household electrical appliances have to add energy efficiency label. Experts pointed out that the current market to reach new standards of products may not be up to 5%. The majority of home appliance brand, face reshuffling or even eliminated.

The "low carbon" has become an important symbol of product quality

While energy efficiency labeling for threshold elevation many engaged in, but Wang Institute naxin believes that this current domestic electrical appliances industry, it is absolutely a must undergo tests. "Abroad, will never exist so many energy-efficient household appliances enterprises of non-compliance", the author describes King Institute naxin, as headquarters are located in United Kingdom, and in the European leading multi-brand management operation of household electrical appliances company, Nordic (nathome) in the select a product to consumers, the foremost concern is its energy efficiency and environmental issues. Leading causes of this situation, in addition to the industry itself, the lack of review and self-monitoring of consciousness, the authors found that consumers for energy consumption of household appliances ignores many businesses, but still held the puff of important reasons.

Recently, I discovered the marketplace interview, the issue of energy consumption for small household electrical appliances, many people do not know, "this necessary? how many total electrical appliances before consumption electricity?" Many consumers.

But experts, although small electrical appliances, energy consumption is not less than the big guys. It is understood that a water dispenser, heated, power consumption is even higher than a TV, and an electric rice cooker for a day of energy than one energy-saving refrigerator. China household electrical appliances Association Deputy Secretary-General Mr. Gang Chen is of the view that the energy-saving, low-carbon is the main theme of the 2010 year, home appliances and energy-saving environmental protection is a general trend. Small appliance yield enormous and some product growth at an alarming rate, yield and growth are considerable, the total energy consumption and growth cannot be ignored.

"Like our own production of ceramic nathome products, from production, water, to the shipping process, are all in strict accordance with the European household appliances carbon emission targets. Even our packaging and use of costly environmental paper, "Wang Institute naxin believes that, as the depth of the energy efficiency standard, low-carbon will become consumers choose products of the most important ruler. Then belong to the small household electrical appliances industry, is considered a real spring arrives.

Brand focus system is the industry trend

A rough calculation, domestic electrical appliances manufacturers about 5000 home. With the introduction of energy-efficiency standards, this number will reduce 5%. But for some home brand at the competition, just do this point clearly enough in this fight. If we really want to seize market share of, the practitioner must be a new path. But for those who are trying to test water of foreign brands in China market.

It was analyzed the current electrical appliances market in foreign brands, summed up in one sentence is "a fierce pressure not local bosses." Many in Europe and has a considerable reputation of the brand, but after entering China like a kind of "disenchantment with science", in total isolation into the inevitable outcome, is overwhelmed by the exit the market.

The formation of such a situation, industry experts believe that the most important reason is that they are not present on the Chinese market to make the right judgement. The current domestic market, survived many itself does not have the ability to design, but rely on the pirating of "borrowed" mode of operation for the survival of small plants. But as ordinary consumers, clearly not good to figure out where the true or false, so the fascinating a "top legislator highlights IPR protection"

To replace the "campaign", became the heart of all penny.

To this end, Wang Institute naxin pointed out that if the single brand for centralized system management, and Heli after unified brand for publicity and promotion, while profits for distribution, it obviously would be a lot stronger than alone. "For example, a borrowed-enterprise, may be the perfect copying one or two product innovations. But when a dozen or even dozens of independent design creative ability of brand products focused on the consumer front, that this kind of sensory stimulation, absolute on is purely imitation can achieve, "Wang Institute naxin is of the view that this extension model, is to quickly open China's small household electrical appliances market in a short-cut light.

For example, the Nordic electrical household appliances, as a specifically designed to help international brand with the least amount of cost to enter the Chinese market of unique equipment team, through brand licensing agreements, international brand customers can rest assured it's brand and products will be sold to and reach its target consumer family, so that consumers and enterprises both satisfied with. Furthermore, such agreements will be on the Nordic electrical appliances customers brand loyalty. In a typical brand licensing agreement, Nordic electrical appliances will be responsible for channel construction, brand marketing, sales, service, designed to meet local market products. When the licensing agreement expires, customers can choose to receive their own brands on their own operations in the Chinese market or update and Nordic electrical licensing agreement, so as to reach a win-win situation.

Although the first eat crabs, always at the risk of very big risk. But to Nordic home appliances as the representative of this brand centralized system promotion concept seems small household electrical appliances industry anxiously looking for a piece of blue ocean strategy.