“2007 years, Gome will become the pursuit of operational quality and store profitability.” Held in April 15 the National Forum on the U.S. home appliance, GOME Group Chairman Wong Kwong Yu as the company set the tone for this year’s development .
According to the China Chain Store & Franchise Association
recently released data show that the United States and China Paradise merger, the current number has reached more than 800 stores, covering more than 200 cities, ranked No. 1 commercial chain, but the huge Gome the number of stores compared to profitability has been a weakness. 2006 new stores more than 200 countries United States, Suning 160 new stores, one in two days to open a new store, “Speed is the scale size of the benefit” was once a home appliance chain development concept. However, the sharp increase in the number of stores at the same time, single-store profitability is declining, especially in the stores get together in the big cities.
Similar products and store environment, the same pattern, special promotions, to advertise, make people feel less than the difference between the various chains, the “price war” has almost become the only means of competition.
“The United States this year, the country’s goal is to profit growth higher than sales growth, or even twice.” Gome president Chen Xiao said frankly, “to balance the efficiency of enterprises and size, it is necessary to improve the profitability of a single store, we will return as the most important assessment targets, reach targets and no room for the stores will be relocated or closed. “
In addition, the States United States this year will focus on sub-Yetai on an issue, in Beijing, Shanghai and Guangzhou’s bustling commercial city to open more than 10,000 square meters large flagship store, “Beijing now has 150 electrical stores in the future may only need dozens.’s future market trends will be the polarization, the core of a large flagship store and restaurant sales will account for 60% of the market to 70%, other single-store revenues will further decline, this we need to speed up the integration trend in the core of a large flagship store and shop development.
“Chen Xiao said. According to reports, the current state the U.S. flagship store in Guangzhou, has been prepared to settle large commercial center of Guangzhou Tianhe district. All kinds of household appliances shop high-end brands will be introduced to form a set of display, sale and service of a comprehensive flagship store, Huang Guangyu on this area of 12,000 square meters of large stores has made over 800 million yuan of annual sales planning, and hope that it will become a country of various stores in the United States “singles champion.”
For large home appliance chain stores began to open the new trends, Chen Gang, deputy secretary general of China Household Electrical Appliances Association, believes that the current steady improvement in household appliances production and marketing, product backlog greatly reduced, replacement of new products more in line with consumer demand, direct stimulated the desire of consumers to buy, flat panel televisions, refrigerators, etc. on the door selling high-end products, all illustrate this point. Escalation in the consumption structure of today, the objective need to be broken down appliance chain on Yetai and adjustment.
“For the chain, improving profitability also means that consumer demand further study.” Guo Geping China Chain Store & Franchise Association, the Secretary-General said, “only to services close to consumers in order to attract more consumers to visit shopping. “She pointed out that the consumption of China’s home appliance industry will be some new situations and characteristics: First, consumer fashion. More and more appliances become a necessity for many families, the appliance also will change consumer demand. Especially with the large number of young consumers as the main consumer, consumer appliances fashion trend will become increasingly evident. Second, purchase forms, in addition to current traditional sales channels, the Internet, telephone, television, mailings and so forth will be home appliances marketing channels in the important part. Third, the convenience of shopping and higher demands on the service quality. Facilitation, including the network of facilities, including optimization of product mix, with the shortest possible time for consumers to buy products that are most in need and provide higher service quality, more comfortable shopping environment, a more professional shopping guide, and including the sale of before, during and after sales of full-service.
End, Guo Geping proposal, home appliances chain stores in addition to adjusting and Yetai be broken down, the stores operate in their own way need to be improved, extensive changes to increase the amount of the fine type of quality improved. First, the design of shopping centers, a combination of goods on display in the layout, should be gradually dominated by the factory to the store layout to the layout of the consumer-led change, customers compare and buy products. Second, the way in marketing, selling goods from the factory information workers shift Shopping guide provides professional consultancy service. By the mere provision of a full range of consumer goods to the solution change. Third, after-sales service, maintenance of goods by a single manufacturer to provide customers with comprehensive after-sales service-oriented to allow consumers to enjoy the process of consumption caused by household appliances, quality of life.
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