Pearl River Delta region of small and medium-sized enterprises a way out what kitchen?

Published: 16 May 2009 02:58:01

Geographical pattern of China's Kitchen & Bath Industry abnormal clear that the formation of Ningbo in the Yangtze River Delta region and led to the Pearl River Delta, Zhongshan, Shunde district, led by two industry clusters. Years of development to form the two clusters of their respective brand attributes, Zhejiang University corporate positioning for high-end kitchen, focus on premium products in order to win the brand; the Guangdong Department of kitchen companies in the low-end positioning, and relying on technology, marketing, to the scale of victory. Two independent clusters, each array.

Kitchen electrical characteristics of enterprise industrial clusters obviously

As a result of these two industrial clusters in the product positioning and target customer base and so early in the development of a differentiated positioning, the two major industrial clusters in the national market is also formed between the two relatively parallel track.

The industry generally believe that the first three top kitchen brands and strong sales of enterprises, especially, the boss, too, led by Zhe Fang Department of kitchen companies formed by the industry, "Barriers to brand", "technical barriers" to a lot of wandering in the second and third line of kitchen and small and medium-sized and emerging businesses, technology and brand it is difficult to find a "breach", with these leading companies the same stage of the professional kitchen.

However, in the global financial crisis, background, consumers tend to rational consumption, the two major clusters of the kitchen and home appliances business day varies.

Kitchen & Bath Products callback by the impact of the real estate market, resulting in high-end kitchen products marked decline in sales. Published in 2009, the list go to the countryside home appliances water heater, gas water heater on the side too much more than the price-cap price and the absent, this is undoubtedly so too has lost the majority of side three or four markets. And in the current primary and secondary market is becoming saturated kitchen products background, the loss of three or four markets will inevitably lose business profit growth.

Guangdong Department of kitchen and the pursuit of enterprises and expansion of market size, emphasizing the rapid popularity of low-end products in the main market, through the improvement in the domestic three to four market network layout, with a competitive pricing advantage and marketing strategy, the rapid upgrading its market share.

However, the Guangdong Department of kitchen companies formed by thousands of small and medium-sized enterprises, the competitiveness of enterprises uneven, the majority of small and medium-sized kitchen and the Pearl River Delta companies to pursue low-cost mass production only in order to achieve the rapid popularization of the product; a large number of enterprises lack of innovative products, procurement of parts to assemble products; the accuracy of the product, not paid much attention to process design, the appearance of relatively rough, these enterprises are pursuing the idea of selling low-priced products for the agreed price is still the standard, the product of the indicators of the overall non - high, in terms of price-driven, under the guidance of the Guangdong Department of kitchen and lack of brand pull.

Kitchen & Bath Industry obvious channel sink

State of the United States, Suning, such as kitchen and home appliances chain stores is the main channel for enterprises, but enterprises to the home appliance chain stores to pay various fees and a huge, high marketing costs, many enterprises in the kitchen and home appliances chain store sales growing thin. Need for brand marketing strategy, according to the planning agency for five consecutive years of kitchen and home appliances industry in cost of sales statistics supermarkets to kitchen industry in 2003 in a well-known enterprises in a single shop in stores to calculate the sales of two million yuan was paid to the supermarkets single-store costs (, salescharges, a variety of festival fees, management fees) but less than 20%, but in 2007, the cost is as high as 45% or more, some as high as 60%. Kitchen manufacturers channels lead to increased marketing costs of a major reason for this is that the manufacturers home appliances shopping is increasing year by year the cost of collection, such as 2003, sales of kitchenis based on sales of 13% ~ 15% of the in 2007, it rose to 21% ~ 23%.

At present, a secondary market for the purchase of kitchen appliances are also changing the location, with the overall kitchen, the rise of the overall bathroom, with a lot of gas, water heaters in the building materials and home market to sell. Building materials and home appliances market, most of them are leasing space to run their own businesses, are more suitable for the survival of brand shop. Third, four markets, including county-level point and affluent market, the level is too low end channels, as a result of inadequate transportation system, lack of supporting facilities and other reasons, it is difficult to support consumer shopping network upgrade needs. Therefore, in this context, several well-known kitchen and enterprises invested heavily to build brand shop intense channel mode.

Small and medium-sized enterprises in the Pearl River Delta kitchen what way?

With three or four rise of the market, large kitchen and under the extension of fast-branded channels, which in three to four to survive the market pressure on small and medium-sized enterprises.

Guangdong Department of kitchen business is to continue to fight the price, or together resources, or courage to break the Zhejiang Department of kitchen and formation of business-to-the industry's "brand barriers", "technical barriers" to self-innovation?

Guangdong Department of enterprises as one of the kitchen appliances in the home marketAfter many years of operation after the establishment of the core competencies in technology research and development on new technology products have sought to create "their own market."

Zhongshan Electrical Appliance Co., Ltd., established in 1998, is a production and marketing of kitchen appliances, household and sanitary appliances of the modern enterprise-based. Since its creationalways around to "quality, technology" as the center of the brand strategy, and continuously improve its new-ming, general manager of the enterprise business strategy, management style, corporate culture of constant effort and innovation to develop to create a unique corporate competitive advantage. After ten years the development of the company, to date, have been equipped withindependent provincial R & D center, testing center, laboratory life and the formation of oil smoke, gas stove, gas water heater, disinfecting cabinet, electric water heaters and other series products of the five series of more than 100 varieties of products, annual production capacity of more than one million Taiwan.

In 2007,After nearly a decade of high-speed development, the firm established a "brand-hing level, science and technology enterprise" development strategy, in the "technology dream" business thinking of the theme, the original "Bluetooth suction near hood, cooker, "a strong portfolio in the industry caused a sensation. 2008,the full implementation of the international advanced management mode and production technology, continue to strengthen the world's most advanced technology enterprises with the technology, in strict accordance with the national industry standard for carriers. In recent years,has passed ISO9001: 2000 quality management system certification and national mandatory 3C authentication, and access to well-known trademarks in China, CHC China's high-tech energy-saving products, the Chinese famous brand, Chinese consumers trust brands, China Quality Inspection Association , AAA grade credit enterprise of China, such as the quality of Honor.

Distribution channels in the country, theElectrical Appliance Co., Ltd., Zhongshan City, size up the situation, in 2009, "Kitchen & Bathgold" channel for building brand shop model came into being. For the purposes ofcoincides with brand kitchen Dajian power companies new opportunities for the development of stores, the introduction of a specific region in a certain amount of "goldkitchen store", which is currently building"" kitchen brand new appliances and fast heavy weapons into the market.

With the development of the market, changes in consumer attitudes and aesthetic level, with innovative ideas, cheap-to-use products that will have a much broader market. decade is poised to take off, I believe: Only new technologies, new products to attract consumers! In the next 3 years will bevowed to adhere to the "science and technology to achieve the dream of" business philosophy, as always, promote the brand strategy, efforts to fightcause of China's "kitchen brand new technology" in order to continue to upgrade the electricalcompetitiveness in the marketplace!

Kitchen & Bath enterprises in the Pearl River Delta, driven byto open a revolutionary new technology!