Difficulties Encountered Competition Appliance Industry Brand Development Risk - Microwave,

Difficulties Encountered Competition Appliance Industry Brand Development Risk - Microwave,
2007, China's home appliance brand encountered unprecedented difficulties. On the one hand, energy,

Raw materials And the upper reaches zero

Fitting Some extent prices increase the cost of home appliances industry; the other hand, enhancement of technological innovation brand for home appliances has brought new market opportunities. Recently, the United Kingdom Need an international brand


Investment Management Group, the best strategy for brand marketing

Plan Agencies issued the "2007 Brand Competitiveness of China's household electrical appliance report" that in the past year, the Chinese appliance industry's overall sales growth, but the number of brands has dropped 13.21%, a considerable number of brands and gradually increase the competitiveness of .


Kitchen brand value-added potential release of Electricity

According to the statistics, in 2006 electric kitchen competitive brand class about 90 or so, including "Chinese famous brand" a total of 7; 2007 Kitchen Electrics increased to 168 brands, including "Chinese famous brand" is also the total number of The corresponding growth rate of this growth in the Chinese home appliance industry is a handful.


Analysis from the industry, the Chinese kitchen electric industry is entering a stage of rapid development, an annual increase of 7% -15% of the development of the industry's average profit is at least 30%. The next 5 years, annual sales reached nearly 100 billion yuan in 2006


Kitchen Small appliances Products, water heaters, range hoods, gas stoves and future market demand is highest, respectively, 11.9 million units, 681 million and 16.4 million units.


City Microwave ovens The potential market capacity will reach 6.3 million units or so;

Dishwasher Market expectations about the demand of about 3.7 million units; Disinfection cabinet about the market potential capacity of around 420 million. In 2007, annual sales of kitchen electrical industry, 100 million more than the size of manufacturing enterprises increased by 53. Overall, the household appliances industry is the biggest growth potential brand kitchen electric industry in 2006, the largest home appliance brands tend to have a few kitchen electric industry sectors.


Brand concentration significantly different Top three home appliance brands in each industry and the consolidated market share of more than 50% of the products are mainly concentrated in the smaller size of the market products, these products are mainly concentrated in the big competition between brands, technological competition is the main means of competition; market concentration in the 35% -50% of the products are mainly concentrated in


TV , Refrigerator , Air conditioning , Washing machine , Fan And other such products in the market competition is relatively intense, competitive and diverse means. The market concentration of 35% or less of the product, because many manufacturing enterprises, competition is fierce. These products mainly in gas stoves, range hoods and other industries is relatively low threshold, marketing tends to


Public Of the product. 2007, the color Television , Refrigerators, washing machines and other durable household electrical appliances have been significantly large oversupply, a corresponding reduction in the number of brands, the market gradually brand national brand and regional coexistence of the situation, but few have a single brand can reach 20% market share , the lowest market concentration products are air conditioning, water heaters,


Home Theater And so on. Appliance brand market concentration is the root cause of the low household appliances in China


Consumption Personal consumption remains the main consumer group less. But as the industry leader in brand expansion on the regional small living space squeeze brand, brand home appliances business in recent years, the implementation of diversified business strategy, competition and lower profits due to the involvement of big capital, China's home appliance market, the brand will be increasingly concentrated higher.


Brand risk comes mainly from out of the market and brand acquisitions. Home appliance industry of the intensified competition, especially in color TV, air conditioning and other mature industries. Air conditioning industry in 2006 based on 69 brands, reduced to 43 brands in 2007, out of 25 brands face, out of air-conditioning industry. The home appliance industry, the growth of the brand has certain risks.


Second, the 2007 appliance brand mergers occur. The channel, the main star, Best Buy,

States United States


Mergers Paradise; the enterprise, Hisense Kelon purchase more. Brand mergers promoted the development of home appliance industry, brand concentration rose live.

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