|
2007 years, the bell has just struck, the Chinese kitchen industry began marketing a new brand strategy. Just received from the "2006 China's most fascinating and appliance brands" of Guangdong Shenzhou Gas appliances Co. learned information see kitchen industry has two main characteristics of brand marketing. The first self-built channel . In January 2007, Guangdong Shenzhou Gas appliances Co., Ltd. Executive Vice President Liu Bingyuan announced that more than 3,000 million yuan will be invested to implement a "seek the Divine, 2008 Fortune strategic partner" of the channel strategy project in the country two, three, four Constructing A grade market distribution channels, products implementing Divine joining chain management, and in 2007, Divine self, and transform to 400 brand stores, in 2008, and the transformation of self 600 brand stores. Second, the brand change of face. In January 2007, Guangdong Shenzhou Gas appliances Co., Ltd. with the construction of brand stores, launch a new brand of grand totem symbols: Shenzhou lion. This image has vivid symbols of all the CIS system in the Divine appearance. Appliances distribution channels in recent years the monopoly of the industry's raw material prices in 2006, every business have done their best to respond to market changes, and the Divine as an old gas company in 2007 with so much change occurring, in particular, Changing Faces is the brand. It seems clear to the home appliance business in 2007, there will be a drastic change. Rapid expansion of supermarkets in recent years, rapid shop, large chains are turning to the cost of shop moved to head of household appliances enterprises, leading to business sales in supermarkets overwhelmed, and some even make ends meet. According to statistics, single-store hypermarket slotting allowance in the 30 thousand yuan to 8 million a year, some even as high as 20 million, together with the holiday mall promotion costs, fees, etc., Dianqing, business in a single store in a fixed investment of 300 thousand yuan. Companies with a single store in the mall selling home appliances, with annual sales of 100 million, and selling expenses of enterprises will account for its single-store sales 40%, even higher. If the single-store sales of 1 million years, within the enterprise will be a loss, but every single shop in annual sales to 100 million or more, since most of the current household appliances shop mall, single store output is not high. Therefore, the Divine, and many companies are beginning to self-built channels for home appliances. Self-built channel means the start of another business model, the enterprise product variety, high value-added, the system's brand image promotion, marketing, service, and brand stores have a higher recognition system requirements. Divine is an old brand, back in 1984 is the first developed with a flame safety protection device type water heater, export to France since 1986, the 25th since 1992 Barcelona Olympics the Chinese delegation designated product, immediately Export Spain, Germany, the Bosch Group in 1995 and joint-venture, full export to Europe. In the Divine brand culture, both strong ethnic element, but also a large number of international elements. In 2006, the Shenzhou-oriented use of new technology to carry out water heater new lean product, and with the British Wokemanpu (WOKMANSHIP) industrial design company co-invested 3.66 million yuan formation of the "Shenzhou? Wokemanpu gas with a test Institute "developed the world thinnest volume of gas water heater. Mainland-based brand communications thick has been confined to "local elements" in the international brand agencies, the need for a new brand of visual symbols to convey new ideas, so Divine to the national brand stores in the carrier of the CIS system, the integration into a vivid image of a lion. Lion is king of the air with animals have always been a symbol of elegance and power, whether in Eastern or Western history and culture, the lion is the representative symbol of authority, so that the brand image of the lion symbol of Shenzhou totem, the implication Shenzhou gas appliance industry in China brand has a "leadership brand" status, one can enhance the image memory; Second, branding extravagance, from the psychological impact of the consumer. Click to view the "household appliance market," More articles I am an expert from steelslittingmachine.com, while we provides the quality product, such as aluminum slitting , steel coil slitting Manufacturer, slitting and rewinding machine,and more.
Related Articles -
aluminum slitting, steel coil slitting Manufacturer,
|
