Homogeneous competition to force the appliance business to find "bright spot" "Focus" - competition, home appliance chain, information appliances - HC Network Appliance Industry

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  baby carriage stroller

canopy bed frames

Suning

,

Five Star

,

States United States

, Between Paradise and other home appliances giant flame intensified since last year each of the new stores opened one after another. Frequency of opening new stores, mixed. Popular that some stores business, and some shops visited and cold. News discovered through the investigation, which compete with the chain has much to homogeneity.



Journalists in the country some U.S. Appliance

Marketplace

Seen between the two stores, "you have, I have all the" only business of various sizes, similar commodity structure.



According to an industry survey, most consumers prefer to buy home appliance goods main store chain, to the store to buy relatively low populations. Experts pointed out that with consumer purchasing habits and awareness about, although the price

Promotions

Efforts are consistent, more consumers still like to get together to the main store. It also explains why the store Suning Xinjiekou, Shanxi Road, the five-star restaurant, country shop in the United States Xinjiekou

Sell

Amount is much higher than other outlets reasons. In addition, in essence, the homogenization of shop mode also directly affects the income inequality between the various chains. In addition to Gome, Suning this phenomenon, there are also five-star and other businesses.



Zhao Benshan Spring Festival Evening acted in a "find focus" of the piece, recently, to avoid homogeneous competition stores, five-star began to start looking for "Focus" program. The program is misplaced for the store operation of a comprehensive remediation action. First of all operations starting from the five-star restaurant Xinjiekou.



According to five-star

PR

Department Majing Li introduced the five-star local adjusted six Xinjiekou store reopened this week. The shop to set the "Digital flagship zone" for the "focus", stores under a five-star flag in the "fashion base." Layout and product mix, the store will be added

Sony

Discount-type experience zone, digital imaging accessories sales area,

Notebook

Computer

Experience zones, digital products and further expand the business area to 800 square meters. To make such a re-orientation, is based on the Xinjiekou consumer groups and a substantial number of fashion lovers, and the mobility of a large population, to create experiential shopping environment is to create avant-garde, fashion concept. In addition, the current five-star Shanxi Road store into a comprehensive internal

Decoration

, Re-opened after its commodity orientation bias in the high quality products large appliances, small appliances tend to be in high-end products, ordinary CRT

TV

, Rice cookers like the low value-added small home appliances will be adjusted to the community shop.



The official also said the investigation by contrast, found the one hand, the five-star experiential consumption ratio in recent years by leaps and bounds, on the one hand rational consumer shopping has occupied the mainstream, the demand for more and more prominent market segments. Expansion of scale may not produce a corresponding number of stores does not make money has appeared. Therefore, re-positioning chain, as stores looking for "bright", "Focus" is a top priority. Preliminary concept of the product structure in the chain, service standards, price standards under the premise of the unity of the overall standards of all kinds of stores in the functional position should be emphasized. For example, stores should be the prime "products" effective, community shop to go

Public

Products line. It should also be under the steep, strengthening consumer-level store features a combination of factors such as to attract a fixed customer base. At the same time, we should make an issue of special service, and gradually introduced in all stores dedicated "appliance consultant", accompanied by consumers throughout

Shopping guide

.



According to statistics, the homogenization of competition caused by "internal conflicts" caused each year by domestic

Home appliance chain

Business losses more than 20 billion yuan, the relevant home appliance manufacturers are even greater losses. Experts point out that chain stores feature prominent way to find a sensible move.