2016-06-20 15:49

 

Household appliance industry to enter the direct sales circle should be how to do?

 

[straight news network Beijing June 20 news (network reproduced) on March 25, the official website of the Ministry of Commerce released document No. 7 in 2016, the file notice: the Ministry of Commerce and the State Administration for Industry and Commerce on direct product range to adjust, in the original five categories based on the new increase the sixth class: household appliances. Message one, surprise four.
It is interesting that, as early as in February this year, the country issued a document 9, 2016, there is a media interpretation that the State Council to cancel the approval of direct product change, direct product range or will open". And then the Ministry of Commerce issued a clarification statement, said: the abolition of the State Council "products direct to illustrate major change approval, only changes in management, that is no longer necessary to fulfill the formalities of examination and approval, but the direct product range, direct marketing products manufacturing enterprises did not change, direct product range must still meet the Ministry of Commerce, Announcement No. 72 (2005) of the administration of industry and commerce, the provisions of. After only in January, has been that rumors of direct product range development.
Household appliance industry to enter the direct sales circle should be how to do?
1, what are the household appliances?
According to the provisions of the "national standard" classification of consumer goods: household appliances including household refrigeration appliances (refrigerators, freezers etc.), household air conditioner (air conditioning humidifier, etc.), electrical ventilation appliances (electric fan, fan, etc.) with household kitchen appliances (electric rice cooker, electric steamer, household etc.) clean and sanitary appliances (vacuum cleaner, washing machine, etc.), household appliances (* beauty, hair dryer, electric shaver, electric household electric appliances etc.) and similar products (electric heating blanket, etc.), household electrical appliance accessories (keyboard switch socket, etc.), household appliances and parts, and gas distribution control equipment and spare parts, batteries and spare parts, household appliances and other electrical accessories such as a total of eleven categories.
2, direct selling products to increase household appliances, what does it mean?
As is known to all, since 2005 the direct selling industry legislation, its range of products strict restrictions on for cosmetics, food, cleaning supplies, * equipment, small kitchen utensils such as category 5, after more than ten years of development, the industry has entered the legalization, standardization of rapid development period, and product range restrictions will undoubtedly curb the scale of development of the industry, and even cause direct product homogenization serious and so on a series of problems. Now open home appliances, can be said to be a great positive signal.
According to understanding, open household appliances is direct marketing products to expand the scope of the first step after high voice of the agricultural products very may object is a open, with the healthy development of the industry, direct product range is expected to achieve greater breakthroughs.
3, household appliances into the direct circle, how to deal with it?
With household appliances into the direct selling industry, will inevitably lead to two aspects of the struggle. On the one hand is the traditional household electrical appliance enterprises, such as Haier, Panasonic, etc. can apply for direct selling license to enter the direct sales industry, opened a new space for the increasingly intense competition in the household appliances market; on the other hand is existing direct selling enterprises can increase household appliances products and expand their product line.
Analysis of the industry, the household appliances were included in the direct sales category, is bound to the direct selling industry and home appliances industry brought about by the development of new opportunities, and many direct selling enterprises will enter the home appliance industry, which for traditional household electrical appliance enterprises will bring no small challenge.
4, direct sales into the home appliance industry development breakthrough point
It is understood, the traditional home appliance industry in recent years is booming, affected by the downward pressure on the economy, commercial housing sales active degree is not high, policy empty window, 2015, China's home appliance industry suffered the winter market, home appliances market turbulence ahead, part of the category production and sales both fell, grow even more good kitchen appliances market also appeared slow growth trend.
According to the China National Commercial Information Center statistics, since July 2014, national 100 key large-scale retail enterprises home appliance retail sales grew has been negative growth, although in 2014 in the fourth quarter of decline appears significantly narrowed, but from the beginning of the beginning of the year of 2015, retail sales year-on-year decline appears again from month to month to expand the trend. April 2015, the national retail sales of hundreds of key large-scale retail enterprises decreased by 63 compared to the number of entrepreneurs, compared to the same period last year decreased by 11.
In this context, the direct selling industry to join the direct category of household appliances, which makes the entire appliance industry as one of the earthquake. Is the opportunity or challenge? Recently, some reporters, TCL, Midea, Gree and other household electrical appliance enterprises relevant responsible person understands that, although most household electrical appliance enterprises not understand direct selling enterprises operating mode, do not know how to apply for a license, how to operate, but they are of the view that for the home appliance industry in recent years, weak, direct marketing is a breakthrough point, in the hope that a new mode and channel can reverse the decline in the home appliance industry in the current. China's home appliance sales in 2014 reached 12370 yuan, if the direct sales can account for 1%, it is a big market. Many household electrical appliance enterprises relevant responsible person said, hoping to have more details on the introduction of home appliances direct sales, so that they understand the direct sales.
5, the direct selling business is not new to the new cross-border players
In these direct selling enterprises, the introduction of home appliance products are no longer a few. Such as Amway, in addition to consumers familiar with the protein powder, health products, its strength in net water and empty net market, the same can not be underestimated. Its source water purifier in the Chinese market, has been listed in 44 countries around the world. And its empty net industry since 1986 has been more than 30 years of development history. Sansei should + air purifier, CNI evergreen Xin net humidification type air purifier, Jung Kang Yi a net negative ion air purifier, etc..
Today, the opening of the direct sales of home appliances products, what can not reverse the decline in the home appliance industry in the present? The traditional home appliance giant will into the direct selling industry, and even adjust the marketing model. It is argued that Gome, Suning and other retail giants almost a monopoly of the household appliances distribution channels, in terms of product pricing, home appliances manufacturing enterprises the right to speak more and more small, profit space also is compressed is getting smaller and smaller. Direct marketing may be the best choice for home appliance manufacturers to break the board. A number of roots in the direct selling industry decades of direct marketing experts said, household electrical appliance enterprises do not understand the direct selling industry, due to the direct sales personnel and lack of direct selling enterprises to join the sales of home appliances, household electrical appliance enterprises transformation of anterior long. 3
(original title: household electrical appliance industry to enter the direct circle should be how to do?
Editor: Xiao Shen
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