. The assessment report published involving 43 brands
Home Appliances
Again decreased the number of brands, only
Haier
,
TCL
, Beauty, KONKA, Little Swan 5 brands, Haier brand value as 78.6 billion yuan, ranking first in all the participants assess the brand. Home appliance chain enterprises
States United States
Electrical
First appeared in this report, the report announced its brand value 49 billion yuan.
"The country-specific industry-leading independent brand tracking study conducted before 1995, China carried out the first specific value of the brand." Beijing Famous-Brand Assets Evaluation Co., Ltd., said Wang Jing, general manager.
The report analysis, constitute the most valuable Chinese brands in the industry leadership, the right to speak, by household appliances, including
Electronic
Brands represented by Haier brand. In recent years, Haier appliance brand represented an end to the stage of rapid development, growth slowed. Home appliances brand appeared a stalemate, "correction" of the situation.
Brand development reached the "crossroads"
Report said the market continued to filter through, the Chinese appliance market has grown from several hundred to several major brand competition and gradually occupy more than 50% brand share of the trend, the brand's basic balance of market concentration. However, because the convergence of technologies and home appliances, business and often carried a price war,
Consumption
Are becoming increasingly irrational behavior. More people are buying
New home
Or replacement products to buy. They found that promotions will bring the total cost benefit. So, no promotions to wait, to force companies compete
Plan
Promotions, as long as there is a brand promotion, there will be a number of brands to follow up quickly.
The result is a strange phenomenon, market the brand more and more concentrated, but the scale brand development, marketing margins are getting low (see Figure 1).
And home appliances, consumer electronics manufacturers end brands (not including auto parts) of the profit decline is more evident. 500 Chinese enterprises in more than 20 appliance end consumer brands, the average 2002 sales of 8,800,000,000 yuan, up 29.1 billion yuan in 2006, while the average profit margin dropped from 3.86% to 0.15% (see Figure 2).
Continuous tracking study by Haier, Lenovo, Midea, TCL,
Changhong
, Little Swan, KONKA seven brands, the report pointed out that in the past 13 years, the seven companies on average sales revenue of 2.744 billion yuan from 1994 to the development of 56.119 billion yuan in 2006, but the average profit margin slipped 8.9% dropped to -0.17%, if the negative profit excluding the impact of individual enterprises, the profit margin in 2006 only 0.54%.
The report pointed out that such a low profit level, it is difficult to maintain long-term, high-quality after-sales
Service
. As the lower level of service, some of the brand's image has been far less well off. Therefore, reports that development of home appliance brand has reached a crossroads, a few big brands market share is already at loggerheads, the final breakthrough depends on further between the strong-strong brand
Cooperation
, Including the cooperation between the international brand.
Final breakthrough is the leading technology brands
For the first time the participation of Gome, to 46 billion yuan on the brand value of home participate in the evaluation of 43 brands in the third. Report that the manufacture of home appliance retail chain enterprises with a mature brand and reputation, there is still much room for expansion. Data showed the country the United States in recent years is almost a multiple of the rate of growth. However, rapid development of the country the U.S. in size, while the profit level was down. Report points out that the U.S. brand in the process of rapid expansion, they are confronted with brand building, brand development, test and internal stability
Management
Lag pressure.
Technology R & D more and more companies to pay attention.
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