Speed + Accuracy: expansion in 2006 a new model home appliance chain - chain, home appliances, channels - HC Network Appliance Industry

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The end of the capital goods companies
carnell williams

States United States

, Dazhong

Suning

On the one hand Fengfengguangguang played the end of the year

Promotions

World War II, while on the other hand also the capital Raiders released in 2006, they expressed not only in quantity, quality, two-pronged approach, but also the pursuit of service

Marketing

So soft environment, starting in the "fine" to make a fuss.





Expansion: speed run-off life and death





Turning to the reasons for rising chain speed, the Su Ning Jiang Yong, director of chain development center that since last year

(04 years) at the end of China's cancellation of foreign

Investment

Enterprises in the region, the number of shares and other constraints, the flow of foreign capital into the appliance threshold canceled in response to the huge impact of foreign capital, Suning lay ahead of market fundamentals for the market initiative, staged a "Suning acceleration."



Response to the entry of foreign chains, Gome, Dazhong also speed up bigger and stronger. Beijing Gome Zhaobao Min, general manager of Gome had issued to the industry, "Development Strategy for 2006" said: "The States United States in 2006 than this year, double the number of shop. At present the number of Gome stores in Beijing for the 35 end of the year to open five to 40, and next year

(2006)

51 before more than 60. This rate, the Beijing Gome store openings for the weekly shop. "



Beijing Dazhong Electrical Appliance as the "local snakes", the shop also did not slow down the pace. It is understood that the number of medium and large stores in Beijing reached 59. In the end, medium and large in Beijing will have at least four new stores opened.





Management: intensive wide grain





Face of the increasingly saturated consumer electronics market, home appliances predators are also planned to open the door not only more shops, also from the intensive efforts.

Beijing Gome Zhaobao Min

mentioned, while speeding up the store layout, refined to achieve market

Operate

Beijing Gome will be to provide core

Competition

Force a breakthrough. Beijing Gome to 2006 for different regions to adopt differentiated business strategy, strategy will focus on a single store building.



"Even

Locks

State is not an isolated process shop, management quality, and efficiency is

Assessment

The important criteria. "Su Ning Yong Chiang's interpretation of how to operate fine, the quality of the practice of keeping shop operations.



He also put forward some proposals, the first strategy is based on scientific

Planning

Determine the store type. Suning Each site has a set of very strict chain of normative standards, related to business district type, radiation area, covering population and many elements, for example, each store must be strictly limited to radiation more than 10 million people in the population, must exist between the two shops three km intervals, etc., and accordance with the basis of these indicators will store

Flagship store

The center stores, community stores three types of reasonable distribution, so that effectively divide the radiation area of each store to ensure that the basic input-output needed market space.



Followed by the selection of high-quality store, pay attention to

Decoration

Detail and quality. Suning will shop the traffic conditions, store age, level of renovation, water allocation, hardware and software to conduct a comprehensive assessment and selection of the best choices to ensure that the store can be selected within the same circle with the best innate. Suning also in the decoration part of a group of excellent space management

Expert

, And category layout experts, well-conducted consumer research, designed the layout of space for the customer design the best route to walk. In addition, Suning also has a unique decoration company in the renovation process to ensure regular supervision, to ensure a quality image Suning chain.



Dazhong Electronics recently set up a business management department, and its stores to re-comb, the urban area, were formed to shop Shuangjing bridge east of stores core group of stores and a central tower Yuquan Road store as the core group of western stores to shop at the core of the southern Yangqiao store group, to the north of the core Madian shop store group, to Niujie shop in department stores as the core group.



These stores within the group will be coordinated in any marketing activities, operations, manpower and resources to implement highly integrated to form a dense network of the capital's large and medium sized stores. Such as to Madian store for the northern part of the core store base, will join the friendship store, shops and OCA Xibahe shop, and take the game with rival Dazhong Electrical mission, friendship, home appliance store near key deal

Marketplace

And several well-known

Mobile

Marketplace; Madian shops and stores focus Xibahe fight back a few high-quality competitors stores; around is no competition or Asian stores electrical experience to assume the high-end set and display function.





Services: create new channel update





Appliance stores the face of Beijing's increasingly careful network layout, appliance makers are already aware of the traditional-style shop has been unable to get together and meet consumer demand, have cited the services that banner, to 2006 Competitive point positioning in the service marketing.



"From the current

Sell

Performance point of view, countries the United States one-stop shopping, package services or more successful, and achieved sales of pulled up. End of the year we expect to open another 23 in the capital one-stop shopping mall, after the core business district such as the Asian Games Village States United States the sun Sunshine Plaza Mall, the National Mall U.S. Guanganmen one-stop shopping mall and other five are its neighboring

Home

Merchandise Mart Stores home appliances formed one-stop-shop consumer environment. "Beijing Gome Zhaobao Min said," the country form the U.S. the main reason for adopting this shop is to achieve a variety of complementary business state in the source, and another passenger, and product support resources to attract more consumers. "