Sun Shun: Will It Be Smooth?
A channel chessman unintentionally laid out now has become the largest channel user of Haier group, and the largest chain brand in China's rural household appliance chain.
However, when Haier began planning and intending to turn it into an important force to subvert the retail sector of China's home appliance industry, is it still on track?
Will it continue every day?
After years of galloping in the city, China's household electrical appliance industry began to target the development of China's vast rural consumer market.
Especially under the guidance of the government's policy of pushing home appliances to the countryside, home appliances to the countryside have become a nationwide campaign.
Then, can the Japanese chain enterprises, which are the three or four line market of home appliances, spread all over the country's rural market?
Is its development as true as its name?
When is Kai Kai?
Two thousand and three
In, Haier group saw the vast rural areas in China, in order to occupy the vast three or four level market in China.
Wholly owned subsidiary of Haier group
-
Hongkong Hui bang was wholly established in Shanghai.
"
Sun Shun (Shanghai) marketing planning Co., Ltd. is responsible for the strategic planning of Haier integrated electrical appliance exclusive store.
Two thousand and six
In 2003, the Shanghai sun Shun marketing planning company, while providing the marketing development strategy for Haier group, saw the opportunity to develop the chain in the countryside. So we found Li Huagang, a well known and well known company in the household electrical appliance industry as a partner, and jointly established the Henan sun shun electric appliance Co., Ltd.
After its establishment, the Henan sun and Shun will be set up in Hefei, Japan, Hefei, Japan, and Qingdao.
Three
Home holding company.
In the above four regions, the layout of the rural market began.
Prior to that
Two thousand and five
year
Eight
In June, Cui Baojin, general manager of Sanlian commercial company, resigned as general manager of Sanlian commercial company. At the end of that year, he founded Shandong Jiu Lian electrical apparatus.
After nearly two years of development, Shandong long Lian electrical appliance has developed preliminarily and has gained a reputation in Shandong.
Here we are
Two thousand and seven
In 2004, Hongkong Hui state saw the strong momentum of Shandong's development.
Two thousand and seven
During the year, Hongkong Hui bang and Cui Baojin controlled Shandong Jiu Long electrical appliances joint venture set up Shandong sun Shun, then extended the Chongqing sun Shun sub company.
Along with the day and the sun in the key areas of the country has sprung up like mushrooms.
A household appliance enterprise in the three or four line market has been initially formed, and the turnover is increasing every year. It is favored by many home appliances enterprises in the home appliances to the countryside. But for the Haier group, the leading company in the country, it is also a great expectation for the sun and shun.
For this reason,
Two thousand and eight
In 2003, in order to solve the problem of related paction between Henan sun Shun and Qingdao Haier, Haier Haier invested in Henan and established its holding company in Japan.
51%
The joint venture company is the main channel for its operation in the three or four tier market.
Two thousand and nine
In, Qingdao Haier exceeded
40%
The sales revenue is obtained through continuous sales.
At the beginning of last year, Cui Baojin became a general manager of Ginza electrical appliances.
Under the banner of Haier
"
Sun Shun
"
After leaving the relationship, Cui Baojin will miss this round.
"
Capital feast
"
。
Because the news from Haier group shows that Haier will take over the total sales scale in the second quarter of this year.
Four hundred and fifty
Billion, with more outlets
Six thousand
The main business of the company will shift from the former white washing machine, electric water heater and other white business to the three or four level household appliances distribution.
Will it really be smooth?
In spite of all expectations, sun Shun is also facing some problems of its own, and also has a potential crisis for its future development.
What are the problems faced by the famous family of Japan in the three or four line market, especially in the next two years after the end of policy support?
One
Industry's own problems
As the home appliance chain brand in the rural market is defined by the sun Shun Shun, it will naturally accept the restriction of the consumption situation in the rural market.
Nine
The rural market with a population of 100 million is spread all over the country.
Two thousand
Several county-level cities and
Five
The average annual growth rate of household appliances consumption in more than ten towns and rural markets is reached.
15%-20%
。
The consumption situation in rural market is: the average income of the consumers is low, which means that the low-end products are most popular in the rural market, and there is a difference between the demand for household appliances and the city, no matter in appearance or in practical aspects, they are suitable for the needs of the rural areas in the design and the internal structure of the household appliances.
Due to the relatively scattered living in rural areas, the difficulty in developing after-sale services, and the increased cost of after-sale services, this imperceptibly increases the operating costs of the company.
It makes Dalian lock merchants and manufacturers themselves enter the rural market with high cost and low success rate.
In the rural market, Gome and Suning seldom do.
TCL
Of
"
Happy tree
"
The plan is frustrated, and various phenomena show that it is not applicable to copy the success rule of first tier cities to the rural market.
Therefore, this half innovative rural household appliance chain needs more exploration and try, and it will also face more problems, and these more problems are urgently needed to be solved.
Two
Industry competition
When the rural market was developed as a gold mine on the same day, other enterprises also aimed at this huge market. They also placed high hopes on this market, and some enterprises also came to the market later.
Three
month
Twenty-five
day
Huiyin appliance has been listed successfully in Hongkong's main board.
After years of development, the sales and after-sales network of Huiyin appliances covers Jiangsu and Anhui provinces.
Twenty-seven
More than one city or region.
Three hundred and sixty
It has become a leading electrical appliance chain in East China.
The successful listing of Huiyin appliance is the first domestic appliance chain enterprise to open up three or four level market in China.
On the day when RI Shun was actively preparing to go public, Huiyuan's home appliances went public, making this day's failure to become the leading brand of the three or four tier market.
The successful listing of Huiyin appliance not only grabbed the first opportunity of the day, but also became a competitive competitor. It also posed a huge threat to the day's entry into the East China market, which made the layout of the whole country less competitive in East China.
At present, in the three or four level market of domestic household appliances, the daily competition not only comes from the direct competition of Huiyin household appliances, but also blocks the local household appliance chain enterprises from all over the country.
For example, Shenzhen, Wuhan, Henan, home appliances, Henan Jiayu, Anhui, China, Hefei, the 100 largest electrical appliances chain, Yinchuan Xinbai East Bridge home appliance chain, Mudanjiang Guanghui, Yangzhou Huiyin electrical appliance chain, Zhejiang Honest, Jiangsu Jiangsu pearl air conditioning chain, Honest Honest electrical appliances, North North electrical appliances, jiayulai electric appliances, home appliances and other appliances, or slightly later than the two major appliance chain giants grew up regional household appliance chain.
Ten
In the past years, with the long-standing confrontation with the two major appliance chain giants, we have explored a road of independent development, which is not to publicize, win the service, and encircle the city.
Three
Store operation problems
At present, the product structure of sun Shun is mainly based on Haier's products, and other brands are also included. However, from the perspective of product structure, there are its own contradictions.
Haier group is the biggest owner of the Japanese company. When the introduction of other brands threatens Haier brand, this club will inevitably produce some selfish thoughts, especially when it comes to some brand products that directly compete with Haier brand. This will make Japan Shun have to face the game process.
Conversely, the sun only focuses on the sales and promotion of Haier's own products. When other brands' products fail to satisfy their customers' needs, they will also bring some customers' losses and bad effects to themselves.
At the same time, in the layout of stores, it is difficult to grasp the unity of hardware and software in the market of layout all day, especially when different direct or indirect competitors are encountered in different regions of the country.
More importantly, in short
Five
During the year, Japan sun Shun has been incorporated in Shandong, Henan, Jiangsu, Anhui, Hubei and other places.
Six thousand and forty-two
Family stores, these incorporated villages.
"
Husband and wife shop
"
How to deal with the problems of normalization, scale and specialization, and standardized management will be faced with the threat of the sinking of Gome and Suning channels.
As Sun Weimin, President of Suning Appliance, said,
"
Sun Shun is the most successful wholesale distribution platform in the three or four tier market at present. It is also the second Haier industry and trade that Haier group has built for the three or four tier market. However, retail mainly relies on the compilation of social resources, and its management is also facing challenges.
"
It is true that although the development of the three or four tier market in the future has grasped more opportunities for development, there are still many challenges.
It is also necessary to test and prove whether we can achieve the real day.
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