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Gree and galanz carnage perihelion become the news in recent months the home appliance industry. "That's the second brother" politics, intended to air conditioning.
Recently, Hebei gree electric appliances sales co., Ltd. General Manager Xu spontaneously received gree headquarters of: ban galanz! this beginning the gree's national ban galanz terminals. Xu spontaneous, gree block starting from Hebei galanz, then all over the country, the intensity is very large. Gree's are not allowed to sell galanz dealers air-conditioning, violators will cancel its agent gree air conditioning.
To do this, press call galanz, its headquarters personnel Planning Department, said, the competition is open and fair, who also has not completely shut.
"The second argument of figures," the Insider story
In the air conditioning industry basically is close. Gree is currently the largest domestic sales volume of "domestic King", galanz is 2004 China air conditioning exports "export champion".
To this end, the trade dispute was jokingly 2 figures are the fault of the Customs Board.
In 2004 the infighting among the top appears "gree" gree electric appliances in urgent need of reform, galanz MBO to Zhuhai municipality requires holding gree electric appliances, the matter was subsequently stake, but people think, gree air conditioner upper bound on galanz slightly jealousy, MBO storm struggle of figures for the two actually have the earliest time bomb.
Early August, galanz to throw a heavy News: appointment of gree air conditioning Hubei branch original boss lang Qing galanz air conditioning Sales Corp. Long green is the air conditioning industry person of the year, has 11 years of experience in air conditioning, in 1997, he founded the gree air conditioning Hubei branch. Subsequently, this joint venture sales company manufacturer of air conditioning in the model is the gree nationwide, and become gree win the Chinese air conditioning "boss" status Gunnel.
Therefore, industry analysis, from air-conditioning industry sales quantity contrast, galanz, at least it's not gree's competitors. Gree's hostility to galanz so "," this is lang Qing joined galanz. Gree has always been known as a channel for stability, the changing of the Hubei branch, gree air conditioning is disgrace, angry and promises, but on the other hand, as gree mode creates one lang Qing will the gree sales company model clone to galanz to help galanz to take off, this is also the problem of having to worry about gree.
Original Hebei Baoding gree air conditioning of Gan Jiang Shi chuan also leaves gree, its new title is galanz air-conditioning Baoding sales co., Ltd. General Manager. Long blue and the "changing history of springs", on the one hand took gree air conditioning group of old channels, on the other hand also gree air conditioning over the years winning companies joint venture sales company of cloning to galanz mode.
Gree air conditioning would not sit idly by. Therefore, the second argument thus positive figures. But there appears to be always very galanz calm, in their view, the rules for competition in the business have, any block of measures taken is not rational but also will not work.
Air conditioning industry "shengsishisu"
Experts believe that the Chinese air conditioning competition has undergone three phases, the first phase is 10 years ago, is a seller's market production competition stage, on behalf of the enterprise is Wanbao, Warburg, etc.; the second phase is the last three years, competition and network marketing stage, on behalf of the enterprise is the Oaks, Toyo, etc.; third stage from the beginning of this year, competition is the capital, technology and the brand's comprehensive strength.
Following the Philco, to yinyan, tianyuan, macro, power and air conditioning to bleed to death, Toyo full cut-off, kelon partial discontinuance, the Samsung air conditioner when energy efficiency ratio and spot cooling capacity have not reached the national standard, many difficulties and air conditioning have caught "the bleeding age."
Journalists under the State Council's data, the current domestic air-conditioning market overall capacity is approximately 5000 million sets. In 2000, the Chinese air conditioning brand of about 400, 2004 declined to around 140, but this market is mainly active brand only 50 or so. Most brands are eliminated and third line brand, several years of sustained raw materials prices accelerates the air-conditioning market reshuffle. Air conditioning industry "new four" (geli, galanz, Haier and midea) ate more than 60% of the market, in order to achieve the air conditioning industry first group capacity threshold, at least 10 million sets.
"From 400 to remaining truly competitive 178 home in a short period of five years, the air conditioning industry has staged a competition capital strength of shengsishisu!" the world famous grid Editor Janet says. Gree and galanz face competition inevitably hawks.
It is understood that the gree ban galanz is limited to the import of channels, gree gree always pursued more firmly establishing distribution channels, the country has a total of 1000 and sold shops up to 80%. Since last March, and the United States because of price issues were clashed, gree snubbed United only by agents of the supplier to the United States, suning, home appliance sales chain giant, general sales results.
Domestic appliance industry renowned experts team is restarted, gree channel mode of the main characteristics of the plant and the establishment of provincial air conditioning distributor into a joint-stock company, the region of large distributors tied in their own boat. This kind of channel modes in the second and third line cities, but in large cities may renounce GOME is less optimistic.
For gree ban galanz's marketing plan, GOME, suning appliance chain-like giants such as interview, said the "fiasco" mentality.
Today's home appliances industry, instant changes, do not know the fighting between the two cells can "play".
Appliance industry's channels
State market Director Lurenbo believes that as China's largest air conditioning business, gree has its own channel mode and other enterprises. They do the
Sold shops need enterprise is large, well-funded and regional purchasing power set, franchise stores in this case you can enhance the brand image, and to provide consumers with good service, sales and profits can also be their own possession."More and more manufacturers seeking channels of flat, try squeezing the Middle sales channels, direct manner, thus ensuring the maximization of profit, as this mode of self-established sales channels, not only is very popular in the appliance industry, in food industry, like many mengniu built stores, dealers can sell mengniu, or you can sell other brands of milk," Shandong-General Manager-marketing agencies that most manufacturers hanliang unwilling and home appliance chain cooperation can be explained by the fact that today's home appliances industry profit was lower, plus appliance chain-like use their monopoly position to exploit the middle layer of profit, the profit remaining factory, rarely, a serious arrears, manufacturers could not stand.
"I do not advocate which sales model is better. In my view, the use of large household appliance chain to sell should remain as mainstream channels, because from the consumer's buying habits, to large supermarkets of choice is great, there are a lot of brands are compared from price to after-sales service, etc. And store such sales are compared by single, consumer choice is very small, unless the consumer on a single brand loyalty is extremely high. While large home appliance stores can provide consumers with more electrical appliances product choice, consumers can compare different brands, "hanliang said.
In his view, these two sales mode should be complementary and not exclusive, should not be a single choice and for another, many household appliance manufacturers can sell part of household electrical appliances chain, through their own marketing channels to sell part of, if you simply rely on their own shop sales, it may be developing.
When the Chunlan, Haier, etc. have taken their own built boutique forms, but ultimately compromise the appliance chain. Self-built shop is particularly inappropriate in Beijing, Nanjing, Shanghai, Guangzhou City such a line, because these cities of home appliances chain has accounted to monopoly share, shops are hard to break through the bottleneck.
"This will be a long trial, gree, galanz or more household electrical appliance enterprises require constant adjustment." Some experts think so.
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