Recently, following the Ministry of Commerce issued against chain
Marketplace
"
Retailers
Purchase transaction with the supplier management approach "and" retail
Promotions
Behavior management approach "specifications, it specifically
Home appliance chain
Marketplace venues, business facilities and environment, commodity purchasing, staff management, community relations,
Marketing
And price, after sales service to make a specific request and published the "professional appliance stores operating specifications (draft)", the industry publicly comment.
However, the draft specification
channel chain restricted part of the specific content, caused several major domestic home appliance giant chain discontent, they have said that the appliance store to shop is determined by market demand and regulation, not by government decree to determine the channel operators to simultaneously shop within a short distance
Competition
Next year the situation
(2006) also will be staged.
Regulate the implementation of the subject is not clear
Under "professional appliance stores operating specification (draft)", the most concern four major elements: First, can store the appropriate management of other commodities, but the number of electrical goods and business class area to the total number of commodities and business area of more than 85%. Second, Marketplace
Flagship store
Business area of 6,000 square meters, operating more than 10,000 kinds of species in the professional store; standard shop in the 2000-6000 square meters of business area between the species in the 10,000 kinds of business the following professional store. Third, to avoid short-term benefits resulting from too frequent construction and duplication, the new store to open stores with the same distance between the professional should be controlled in more than 1,000 meters. Fourth, a larger volume or weight of goods, at 20 kilometers, stores should offer free shipping. Specific product should include: 25 inches or more
TV
(Including 25-inch), refrigerator,
Washing machine
,
Air conditioning
50 liters
Water Heater
(Including 50 liters), large
Fever
Equipment,
Speaker
,
Sound
(Excluding desktop audio), small appliances such as three-piece, stores provide delivery, should be at the appointed time (half-day error) will be sent to the agreed location of goods.
At a press interview, the industry agreed that this Bill is essential to avoid vicious competition among home appliance chain stores have a certain significance, but only a specification, can not be limitations and restrictions. Senior
Expert
Luo Ren-night, said: "This bill can not break through the local government to establish a core business in the local circle of urban development
Planning
Remains to be verified. "China Chain Store Association, has long been concerned analysts Haodeng Wei channel format has the introduction of these norms expressed concern about whether the effective implementation, he said:" The deeper point of view, this standard for the national macro-control and avoid excessive competition brought about Business risk has some significance, but the main body of its implementation is not clear, nor do not meet this standard chain made the punishment of these rules, the operation will be very hard up. "
Several major domestic home appliance chain magnates questioned on the draft specification, Beijing Dazhong Electronics Zhang Yong, head of corporate technology, said: "This draft does not the law of efficiency, some are too general, and not under the current appliances chain the actual situation, the relevant departments need to do further market research. "As previously involved in the drafting of the draft specification, one of the Wing-lok, its
Marketing Management
Centre Marketing Manager Huang Jianping hope specification introduced not only a mere formality, he said: "No matter whether the contents of the logic, I hope the implementation of norms and policy oversight of sync."
Km great controversy within the limited shop
The contents of the specification, causing the largest home appliance chain is controversial provisions of the new store to open stores and similar distance between the professional should be controlled in more than 1,000 meters. View from the Commerce Department's original intention was to clean up the market competition, avoid excessive chain channel providers compete there. But this is the current rate of expansion is needed to win for the home appliance chain seems to run counter.
From the home appliance chain in Shanghai, Beijing, Guangzhou, a city to complete the layout of the network point of view, Shanghai's Changning Road, Beijing's Third Ring Road, Guangzhou, Tianhe, etc., almost all get together and form a picture. "This year
(05)
Home Appliances
Sell
Up to 4 500 billion yuan, as the largest home appliance chain stores
States United States
, And its sales only accounted for 200 billion, several large chain home appliance giant does not add up to more than 20%. "Hao Dengwei evidence of the chain with a number of the current need for expansion, he said:
"Home appliance chain is still in the initial stage of expansion, started taking in 2056 will continue within the staged, if the current limit with a shop in them, is not conducive to home appliances with
Locks
Development, but also prone to a certain range of a dominant situation. In addition, the appliances are durable goods, not suitable for specific ways to be qualified. "
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