Recently, the global
Microwave ovens
Industry's largest manufacturers
Glanz
That the command held for many years past the "price butcher's knife" will no longer be the main
Competition
Weapons, this year will be in the microwave oven consumer guide and 34 channels for market expansion efforts. Following this year is "harmonious total surplus, innovation management," the guiding ideology, the Galanz sent again to the microwave oven industry initiative, called peer "harmonious management," "harmonious competition", and jointly promote China's microwave oven industry and the market continued to coordinate
Health
Development.
After 90 years of the last century of rapid development, China has become the world's largest microwave oven production base in 2005, the global realization of microwave
Sell
About 36 million units, of which sales in the Chinese market to achieve less than 30%, Galanz microwave occupied 70% market share in the Chinese market, the global Nearly half of the market. Through the cruel competition, Galanz microwave oven market dominance has been relatively stable in China's major circulation types in possession of others in the industry
Brand
Unparalleled competitive advantage.
Nine major cities to a recent nationwide survey of 2,458 consumers: 87% of households regularly use the microwave, but there are more than 69% of consumers still mainly used for heating leftovers, only 15% of consumption as microwave cooking were the main functions of the performance of microwave ovens can not play much.
Never used to frequent use, this is a big step forward in consumer microwave oven, this result greatly stimulated the development of China's microwave oven market; but the consumer has not changed in recent years is still the main function of microwave heating meals. Only the microwave oven as a heating cooking utensils, that sense of immaturity, leading to low prices of Chinese consumers, even a very low price the demand for microwave ovens strong, the price of war for the manufacturers to provide the opportunity .
According to industry sources, the late '90s, sales of domestic microwave oven market, there had been an increase of over 50% of cases in recent years very few good-bye blow-out price. The survey data show that in 2004 the penetration rate of microwave ovens in the country less than 20%. In large cities, only Shanghai in the microwave more than 60% family coverage, both Beijing and Guangzhou, about 30%, other cities are even lower. Relative to developed countries, prevalence is also low in developed countries, microwave ovens in the 80% penetration, microwave wider market, up more space for the Chinese market.
Chinese brands can sustain the world's microwave ovens, "half the sky", the Chinese microwave oven market has as yet failed to mature. In this regard, the experts pointed out that the root cause for this situation is the excessive competition within the industry and most short-sighted enterprises, has thousands of open flame cooking for traditional Chinese market, only Galanz brand in the consumer guide and a few have greater input, most brands are "just picking the fruit, not instructive," and the means to participate in market competition also limited to
Price war
, Gift war. The expert also noted that many microwave brands do not pay attention to the development of core technologies and core supporting the establishment, which is causing them to "short-lived" because, more to the outside world created a "microwave oven industry, 'hollow'" impression.
Galanz Han Wei, general manager of sales, said microwave oven, microwave oven market capacity of the stagnant, in large measure consumer awareness of the microwave oven is not enough, "the current microwave positioning in the eyes of consumers, there are two errors : the first is that microwave heating is a simple tool; Second, the original microwave industry price war and giveaways to the consumer a false understanding of war that buy microwave oven should be low price, gifts and more. "
Han Wei said, in order to break through bottlenecks in the existing market capacity, the effectiveness of microwave ovens must be widely accepted by everyone. Meanwhile, the efficacy of microwave cooking power is accepted, will change the minds of consumers microwave heating is a simple tool for the impression, so out of cheap whirlpool microwave oven. Therefore, the microwave oven product innovation to achieve from the simple to the rich, from inexpensive to fashion practical.
Galanz Group planning department official also disclosed that in 2006 Galanz will further enhance the microwave market development work, and leveraging a strong media, integrated Galanz tens of thousands of terminals across the country, thousands marketing staff and agents,
Dealers
And strengthening microwave food, cooking knowledge, information and guidance. I am an expert from China Agriculture Net, usually analyzes all kind of industries situation, such as fat bottomed girl , round steak recipe.
Related Articles -
fat bottomed girl, round steak recipe,
|
