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Main brand products in 2007 electric kettle strategy of observation - kettle, the United States, an by big tree
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Main brand products in 2007 electric kettle strategy of observation - kettle, the United States, an by BIG TREE
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| Article Posted: 05/17/2010 |
| Article Views: 239 |
| Articles Written: 1033 - MORE ARTICLES FROM THIS AUTHOR |
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Main brand products in 2007 electric kettle strategy of observation - kettle, the United States, an |
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Business,Business News,Business Opportunities
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China electric kettle market, staged with a field of King and Commander of the drama?? Small kettle on how to make a big product and market the article?
Western-style small appliances kettles being gradually accepted in China. Need for media organizations, according to survey data, in 2006, China's domestic market capacity kettle to 900 million units. 1 April 2007, the domestic electric kettle sales increase of 35% on average, expected the second half of kettle market also continue to maintain this growth rate to 30% higher than 2006.
Reference to overseas market penetration rate of more than 80% of urban households in China's electric kettle market is far from saturation, a huge space for development, several companies have entered the Chinese market, electric kettle, played out in a field of King and Commander of the drama ?? small kettle on how to make a big product and market the article? Allow us to look at several different brand strength: beautiful, Dong Ling, dragon, ACA.
United States: the king in power
2002, the U.S. group's formal entry into China, kettle market, in just three years to establish China's first industry kettle market position. According to the PRC, market research company (hereinafter referred to as the Yee Hong) statistics, in 2006, the United States in the kettle volume has reached 23.9% market share. 1 May 2007, the United States in the kettle with the same period last year sales volume and sales growth of 51.01%, respectively, compared and 76.48%, in the kettle in the field, the status of the United States temporarily to none.
Market Action
2007, the U.S. appliance business unit of life made "from five to five high-low shift" slogan, and strive to integrate the international brand. Life's electrical division as the main product, the United States of kettle also assumed transition to high-end and international task. Year to date, has launched a beauty 30 new variety of kettles, and in 2006 the product line basis, over a dozen products were improved. To manufacture high-end stainless steel electric kettle is currently the main push of beauty products, occupy a large proportion of the new. U.S. officials said the next U.S. stainless steel kettle to account for the development and production increasing.
2007, the United States and the kettle continue to increase in the layout of stores and chain stores. Currently, the United States in the kettle about 60% of the sales are completed through the home appliance chain store. According to the U.S. market department concerned parties, the United States in the kettle in the East, North, South, Southwest has achieved a good result, an average of 30% market share in some areas even more than 70%; view from the Distribution Issues , east and south to the high-end products developed areas mainly northwest and purchasing power due to economic backwardness, the low-end products are the main force in sales.
Product Analysis
Currently, the United States in the kettle of the high-speed long, fast heat Po, speed hot stars and other products performed well, the main selling models are priced at 239 yuan to 100 yuan 15S02A/08S01B and the price of SD153, SP175B , 15C01A. With the pace of U.S. high-end forward, the United States also launched SS173 Jisu Wang's high-end products priced at 400 yuan or so. Currently, most models the United States gathered in the price of 200 ~ 350 yuan.
The United States in 2007 developed a new electronic thermostat, said to be able to achieve precise temperature control in any temperature, and insulation. This year's main push of new products is the application of the electronic thermostat accurate temperature control of the teapot three sections, "Ming-Wang 08T05A", small and exquisite appearance, price 500 yuan, according to description, the product "boil fast as a bullet," instant boiling water only.
Dong Ling: King gone?
2003 year, achieved remarkable results in the overseas markets in Guangdong Dong Ling Ketchen Group Co., Ltd. started to attack sights on the domestic market in 2005, DF-smooth development of the domestic marketing operations, and established as the DF-2006 In the brand-building and the consolidation in the domestic market.
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