Survival？ Back？ Electric appliance enterprises should accelerate the creation of network brand

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Since the expiration of the government's supporting policy, the appliance enterprises are facing the reality that the sales decline and the profit is reduced. Now even in the store to shout broke the voice of the salesman, playing a variety of "vendor subsidy" banner, but the consumer or to its cold eyes, wait and see more than the actual purchase action-after all, no matter how special price is not the original government subsidy when the discount. Coupled with the rise of the home electric Network shopping market, the line of online appliances, the gap between the price, more let many household appliances enterprises. Neither do not want to give up the traditional store channels, and do not want to give up the potential of a huge network of channels, which led to the dilemma of home appliances enterprises.

But now the pressure is increasing day by day, how to survive and develop in such a predicament? Compression costs, establish brand image, a lot of sales channels are necessary means, but this is not enough, but also closely follow the trend of social development, in the expansion of network sales channels at the same time, accelerate the creation of their own network brand. With the powerful business Mall to develop deep cooperation, to create a new online brand. As a result, can not only with a new consumption concept, image face to the market, and can compress costs, reduce inventory, transportation and other pressures. But once it was not created, it was the sign of the parent company. This double-edged sword, home appliance enterprises how to face?

The pressure is huge, the appliance enterprise seeks the new measure

In recent years, home appliances enterprises have been a duck, leisurely leisurely-------------------------------------------------------- But with the recent support of the end of the policy, home appliances enterprises face the pressure. The recent decline in household appliance sales is the best evidence.

In addition, the development of home electric power market is a double-edged sword for home appliance enterprises. The original intention of the home appliance net buys the market is good, let the appliance enterprise have brand-new sale channel, raise the sale of home appliance. Also the appliance enterprise coverage extends to more than two or three lines, four or five lines and even rural markets. However, the current consumer website of home appliances on the price war, so that the price of home appliances and stores in the price gap between home appliances, natural impact on the sales of home appliances in the store. When consumers are trying to line up the price of home appliances and online, the profits of home appliances enterprises will be further weakened. For those who still occupy the largest share of home appliance sales of the offline store, naturally do not want to see such a situation.

Therefore, the appliance enterprises to remove the compression costs, establish brand image, a lot of sales channels, expand the network marketing channels, must speed up the creation of their own network brand. In other words, home appliance enterprises through online sales channels, the creation of a new brand for its sales. The new brand is the brand of home appliance enterprises, but for the online sales channels, not to the offline channel supply.

Create a network brand, pay attention to a lot of things

As a matter of fact, we can see some similar signs in the past when we envision the creation of a network brand. On many of the consumer Web sites, there are many home appliances companies dedicated to their "network-specific models." But in order to attract more consumers to buy, the price is lower, so the general configuration of these models are lower, or even less than the mainstream level of home appliances market, let alone high-end home appliances standard, appear sincerity insufficient. Consumers not only do not buy, but also for home appliances enterprises such as "show" to create an aversion to psychology. Therefore, these "network-specific models" can only be said to be home appliances enterprises to test the water, is a small-time.

The establishment of a home grid marketing brand is completely different, it means that will be the online channel to create a complete brand. From brand promotion, after-sales service to high school low-end product line all start from scratch, the mother brand for it is just a attract users to pay attention to the "gimmick."

Create a network brand, you should pay attention to a lot of matters. For example, find the Alignment channel. Is it dedicated to working with a company, or is it all over the corporate web site? Again, after the sale is the Web site complex, or merged in the parent brand? There are prices must be lower than offline, but how much can be balanced price and cost, the user bottom of the bottom line of the price of the balance? The most important thing is, how to let users face up to these network brand, as an independent brand, not just a branch of the parent brand, not only the appliance companies to play for the game?

The creation of network brand, far-reaching, perhaps it is to change the home appliance market ecological environment of an important step. Home Appliance Enterprises to create a network brand is a long way to go, but if not accelerate the establishment, perhaps in the future will be slow one step, be eliminated the market, and then affect the line of sales. How to plan their future, find their own positioning, in the future online and offline home appliances market synchronization forward, can only rely on home appliances business "think tank" wisdom. (Sci-fi galaxy/text)

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