One, grasp the trend To answer the home appliance agents should be how to survive and develop, first of all, we must have a correct understanding of the development trend of China's home appliance distribution channel, which is crucial to the agents of the strategic choice. In the past two years, the face of large home appliance chain enterprises in China's rapid development of the market, many home appliance agents are very pessimistic, there are experts predicted that China's home appliance distribution channel will be monopolized by large home appliance chain enterprises. We believe that the future of China's home appliance distribution channel, neither is it possible for large chain companies to monopolize the entire industry, the pattern of monopoly, and will not go back to the group, tens of thousands of home appliance dealers mixed situation. According to the modern theory of retail evolution, the future should be a large home appliance chain enterprises and modern home appliance agents as the core of home appliance franchise retail stores and other new home appliance retail enterprises **** the situation. This is because people's needs are diversified, diversified consumer demand requires diversified forms of service and service content, it is not possible to monopolize the entire industry a model. We can see from the development of home appliance chain than nearly a century earlier than the development of department store retailing history, can also be seen, Wal-Mart, Metro and other large supermarket chains do not monopolize the entire industry, 7-11, branded stores, shopping centers and a variety of new forms of development is booming. The recent rapid development of home appliance chain, thanks to this new type of business in the victory over the traditional state-run department store home appliance department, the state-run Wuchanghua shopping malls, Wuchanghua station, as well as scattered and backward traditional wholesale and retail enterprises, there is no new competitors have not yet formed, is at the peak of development. But this does not mean that this industry can always be so rapid development. We have seen, the development of home appliance chain hypermarkets have begun to enter the "retail wheel" of the destiny: home appliance chain hypermarkets relative to the traditional wholesale and retail channels at a lower cost. Into the retail industry to gain a relative competitive advantage, and then with the enterprise is getting bigger and bigger, more and more luxurious decoration, more and more varieties of business, more and more inefficient, more and more high cost, service is getting worse and worse, and ultimately will lose the original competitive advantage. We see, in the large home appliance chain enterprises in the early development of the primary market, many traditional air conditioning stores have closed, but recently, in the Gome, Suning's hypermarket around, and re-emerged a lot of air conditioning stores, which is precisely the chain of home appliance hypermarkets retail upgrades caused by the cost of too large, after the inevitable phenomenon of reduced efficiency. Therefore, home appliance agents should not be the first home appliance chain of the rapid development of hypermarkets scared at a loss, to calmly analyze the rapid development of home appliance chain of the entire industry and the impact of society, as well as the impact of the new opportunities for development, so that they can develop their own business development in the long term, effective development strategy. Second, identify the direction of development of home appliance agents to develop a new period of survival and development strategy, we must have an in-depth thinking about their future survival and development of space, the direction of development. In the face of the pressure of market competition, home appliance agents around the world are actively exploring new directions of development, some try to learn from Gome, Suning to establish regional, regional home appliance chain enterprises, intervention in the retail industry; some use their own financial capacity has been formed, the ability to credit and logistics services, become a large chain of Gome, Suning, etc., suppliers; there are also scaled down, reduce costs, will be confined to the engineering machine and business Maintenance business waiting for the right time; more choose to turn to exit the home appliance distribution industry. In fact, whether from the manufacturer's point of view, or from the development of home appliance distribution channels in foreign developed countries, China's home appliance agents still have a huge space for survival and development. 1, to home appliance manufacturing enterprises to space, to profit. We see that with the home appliance chain hypermarkets began to move towards the "road to retail upgrading" after the gross profit, the cost of the requirements of higher and higher, so that the manufacturing enterprises can not cope with the burden, have risen to start building their own network. But build their own network is not an easy thing, in the era of increasingly strong specialization and division of labor, the road to build their own network, in fact, is a helpless choice for manufacturing enterprises, many manufacturing enterprises have made this attempt, and ultimately is fruitless. We also see that, with the maturity of the three, four home appliance market, the manufacturing enterprises in order to seize the three, four home appliance market, have recruited, expand the team. But with the management chain is getting longer and longer, management efficiency is getting lower and lower, management costs are getting higher and higher, for the era of micro-profit home appliance manufacturing enterprises, how to effectively develop the three, four market is also a hope and pain in the matter. Some ambitious to take the lead in a large-scale entry into the three, four market home appliances boss, and ultimately too high a cost, the effect is not obvious and "dismissed. Plus, with the three, four home appliance market maturity, township outlets on the manufacturing enterprise logistics, maintenance and technical support, parts supply requirements are also higher and higher, sometimes because a small parts can not be in place in a timely manner, and brewed into a larger negative impact, if you let each center are ready for all the accessories which is a huge investment. I have served Kelong as an example, for an inland medium provincial market, need to be equipped with a branch general manager, more than a dozen area managers, dozens of county managers, plus promotion manager, retail manager, after-sales, logistics, financial personnel to hundreds of people. Area managers, county managers just started three thousand dollars a month of income, expenses and students working in local enterprises than, is quite high, very satisfied and very hard, but a long time, they will be the same business than, according to the standards of large enterprises in developed coastal areas, a few thousand dollars a month of the cost of wages has been unable to inspire their enthusiasm, each year, a branch of the personnel costs nearly ten million. A company marketing director general manager of more than three dozen branch general manager can still manage over, but to manage hundreds of area managers, thousands of county managers that is almost impossible. Gu has asked me and the director of refrigerator management to the regional manager, do not talk about management is one by one call, hundreds of regional managers also need more than 200 hours. In the face of higher and higher costs, lower and lower efficiency problems, some companies such as Kolon, Haier, Hisense has tried to integrate the marketing team to reduce staff, reduce costs to meet the needs of the three and four market development. But from the current situation, the operation is not ideal. Here on the one hand is the objective reality of the division of labor specialization, on the other hand, home appliance marketing requirements for sales staff than the current marketing team has achieved integration of the rapid flow of daily necessities of the marketing complexity. Fast daily necessities due to product simplicity, county and district sales staff to visit the market is mainly the task of replenishment, inventory, accounting, collections and other work; and home appliance products are technically complex. Sales policy is different, sales season, the rhythm of the requirements are not the same, a business manager to understand the refrigerator, air conditioning, color TV, washing machine, small home appliances in all categories of product knowledge, industry knowledge, market knowledge, familiar with thousands of products and sales policy, no three years, five years is impossible. Not to mention that when he can skillfully operate so many categories of products marketing, he has been able to serve as a single category of the provincial general manager, not the current county manager to two thousand dollars can be retained, which is exactly the modern home appliance agent's survival and development space. A few years ago, Taiwan's home appliances, IT distribution channels began to develop chain hypermarkets, Taiwan's home appliances, IT wholesalers at the time of Taiwan Lianqiang Group is also faced with the same strategic choices: is the downward development of home appliance chain enterprises, or to do a modern home appliance agents. After analysis, they believe that in the new conditions, home appliance agents still have great prospects for development, small home appliance retailers around the world and home appliance manufacturing enterprises around the world for modern home appliance agents, there is an urgent need. Therefore, they decisively decided not to steal food with the downstream network, and firmly take the road of development of modern home appliance agents. First of all, they have spent their efforts to cultivate and establish a high-quality marketing team whose level is fully comparable to that of the manufacturing enterprises. As a result of Taiwan's local enterprise team, relative to Europe, America, Japan and other large international companies to send staff wages, costs are much lower, and, because of fewer management levels, the efficiency is much higher than the international companies in Taiwan's own marketing team, and as an agent can be put on a refrigerator, air conditioning, computers, washing machines, and other professional team on the high, high, medium, low, international, domestic and several brands, the costs Naturally lower. Secondly, spend huge sums of money to establish an electronic information system covering all dealers under the, spend huge sums of money to establish a modern logistics warehouse, specialized transport team and technical maintenance support center, to ensure that any goods within the scope of Taiwan, the need for accessories can be guaranteed within four hours of supply, personnel, accessories, costs are greatly reduced. When Lianqiang built his operation platform as a modern home appliance agent, many international brands such as IBM, Panasonic, Toshiba, HP have left him, looking for other channels such as direct dealers, big chains, and other channels to operate directly]. After Lianqiang finished building the operation platform, these manufacturing companies realized that handing over the sales channels, logistics, maintenance, and spare parts of their branded products in Taiwan to Lianqiang's general agent was many times more efficient and less expensive than their own operations. As a result, they in turn have taken the initiative to seek out Lianqiang to be their general agent in Taiwan, and simply keep an office in Taiwan themselves to coordinate communication between Lianqiang and their headquarters. Now Lianqiang has developed into the largest agent of home appliances, IT and communication products in Taiwan, and is listed in Taiwan. The development path of Taiwan Lianqiang is worthy of Chinese home appliance agents to learn from. 2, to the downstream dealers to develop space, to profit. Modern home appliance agents to downstream dealers to develop space, to profit, not their own retail stores and they grab food, but will be downstream retailers united, as they see their own home appliance retail enterprises, and they *** with the solution of a single decentralized home appliance retail enterprises in the competition with the home appliance chain hypermarkets can not be solved in the scale of the problem, the brand publicity problem, the problem of financial credit, the level of marketing and so on. To give full play to the agents and individual retailers close to the market, the system is flexible, attentive service, management efficiency advantages, the formation of China's home appliance market 7-11 chain model, the formation of home appliance chains and hypermarkets with differentiated competitive advantages. At present, the main competitive advantage of large-scale home appliance chain enterprises in large, special, full, low, strong five aspects: large - one refers to the large area of the store, moving thousands of square meters to tens of thousands of square meters; the second refers to the large scale of the enterprise, the national chain of thousands of stores, to give consumers a sense of security; special - refers to the professional do home appliances, different from the Chinese market 7-11 chain model, the formation of a differentiated competitive advantage with the large chain of home appliances. Specialized - refers to specializing in home appliances, different from Wal-Mart and other supermarket chains, home appliances department, to give consumers a sense of professionalism and trust; Full - refers to the full range of varieties, brand full, wherever the "electricity" of home appliances are all operating, the market is not only the high, medium and low-grade products, but also the most popular products. All - refers to the full range of varieties, brands, all with "electricity" household goods business, the market, high, medium and low-grade brands have everything, to give consumers the convenience of one-stop shopping, but also eliminates the need for consumers to travel to and from different shopping malls, the trouble of comparing the different brands; low - low prices, usually claiming the city's lowest price;
strong These are a single decentralized home appliance retail stores are difficult to do, therefore, large home appliance chain enterprises in the competition is invincible, hypermarkets wherever they go, the traditional home appliance retail stores look to the wind and fall. But if we look closely and analyze the consumer groups of home appliances, as well as the five advantages of large home appliance chains, we will find that some of the advantages of large home appliance chains currently no longer exist. Such as price advantage, with the large home appliance chain stores more and more open, more and more luxurious decoration, gross profit requirements have begun to gradually climb, management has no cost advantage. On the contrary, a single retail mall due to small businesses, high efficiency, lower costs. Large home appliance chain enterprises have some other advantages such as "big and full", the middle and high-income consumer groups are not attractive, but rather a burden. Middle- and high-income consumers do not have time to buy a refrigerator, air conditioner or washing machine than all the brands of all styles, more will not be for the promotion to crowd the queue, they only want to buy their favorite brand at a reasonable price in a reliable shopping malls, to get a more thoughtful, professional service. Modern home appliance agents can play a single home appliance retailer more professional, more thoughtful, timely service, and customers to establish a close long-term relationship with the advantages of easier, learn 7-11, McDonald's franchise chain experience, to create a demand for middle and upper level consumers, both different from the Gome, Suning and other large chain stores, but also different from the single, scattered, unregulated traditional home appliance retail shopping center The new home appliance franchise chain of the new model. This new home appliance industry market demand is objective, the key is the traditional home appliance agents must adapt to the new period of home appliance agents of the new requirements, change their minds, strengthen the learning, cultivate a modern home appliance agents necessary comprehensive competitiveness and core competitiveness. Third, change the mind, strengthen learning, cultivate as a modern home appliance agents necessary comprehensive competitiveness and core competitiveness. Recognize the development trend of the home appliance distribution channel, clear the direction of home appliance agents to choose, and does not guarantee that the home appliance agents will certainly be successful in the future competition, but also must be a strategic choice into a specific strategic plan, and strengthen the learning, increase investment, and establish a modern home appliance agents necessary comprehensive competitiveness and core competitiveness. Modern home appliance agents of the integrated competitiveness and core competitiveness, in addition to the introduction of the above United Keen spend huge sums of money to establish a high level of marketing team, ERP information system, logistics and transportation systems, after-sales parts supply system, but more importantly, modern home appliance agents of the bosses, to effectively change the mindset, improve their management level. The first thing is to change the mind - that is, by the traditional agents of the businessman's mind into an entrepreneurial way of thinking. Modern manufacturing enterprises and modern distribution enterprises are originated in the early rural economy. The prototype of the manufacturing enterprise is the village blacksmith store, the distribution enterprise originated from the village to the door of the goodsman. With the rapid development of industrialization and technological progress, manufacturing enterprises have undergone great changes, has formed a complete set of modern, systematic way of thinking and management theory, while the traditional distribution enterprises are still retaining a strong traditional rural economy way of thinking, more is to see themselves as a businessman, to see only the immediate "profit margins The traditional distribution enterprises still retain a strong traditional rural economy way of thinking, and they see themselves more as a businessman, and see only the immediate "profit margin", but not from the value chain of the whole industry, and from the trend of globalization to see their own enterprise value. The formation of large supermarket chains in commercial enterprises is equivalent to the first industrial revolution in the commercial economy, which is profoundly changing the traditional business ideas and ways of thinking. Gome, Suning and other large home appliance chain enterprises have been completely separated from the traditional thinking of businessmen, is becoming a modern commercial distribution enterprises. Therefore, home appliance agents to compete with Gome, Suning and other large home appliance chain enterprises in the new conditions, first of all, we must change the mindset, it is possible to survive and develop in the new competition. I have seen a lot of "seniority" of the home appliance agents, mention their own seniority in the home appliance industry, they say they want to be more than Gome's Huang Guangyu, Suning's Zhang Near East business color TV and air conditioning, but also earlier, Gome, Suning's achievements today are often outraged. How they do not understand, why Gome, Suning steam, unstoppable? And their own day by day shrinking, the more dry the smaller. I did not have direct contact with Huang Guangyu, because of work relations, Suning Chairman Zhang Dongbei had a close contact. I see the "veteran" agents and Suning's gap is actually the gap between the two business owners. I do not know more than ten years ago when they started, how different they are, but I see now the gap between the two business leaders is huge. Dr. Shi Wei, marketing consultant of the United States, said: Zhang Near East on strategy, management, management, capital, politics can be compared with any university professor; on the actual operation of the business process of every detail can let him contact every business veteran surprised, which behind the Zhang Near East to pay a lot of hard work, learning, thinking and thus know.