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产业环境微妙 渠道成中小品牌生存生死线

时间: 2014-11-16 19:40 来源: 艾肯家电网 作者: 收藏 百度搜索本文

  9月底10月初格力主动进行的“价格战”让整个空调行业都吓出了一身冷汗,事实上,这场“价格战”根本没有打起来,严格意义上讲格力只是开展了在价格表现形式上略显激进的促销活动。但是,格力这一举措及对其他企业的应对和反应,恰恰说明了当前空调产业微妙的市场格局。

  CONGQUNIANKAISHI,GUONEIDEKONGDIAOPINPAIRUYUHOUCHUNSUNBANDIMAOLECHULAI,ZI2005NIANDUZHIHOUZHONGGUOKONGDIAOCHANYESHOUCICHUXIANLEDAGUIMODEPINPAIJINRUXIANXIANG。ZHISHAOZAI2014NIANDUQIANQI,ZHEIZHONGXIANXIANGYUGONGCHANGCHUHUOLIANGDEYURIJUZENGJIAOWEIXIANGCHENG,RANERSUIZHEWANGJISHICHANGYULENG,XINGYEKUCUNZHIZENGBUJIAN,GONGQIUMAODUNJINYIBUJIHUA,ZHONGXIAOPINPAIDESHENGCUNFAZHANKONGJIANYINCIERBUDUANEHUA。RUHEZAIDANGQIANDEHUANJINGZHONGZHANWENJIAOGEN,MOUQIUYIKUAISHENGCUNGENJI,ZECHENGWEILEZUIWEIXIANSHIDEWENTI。

看上去很美的市场空间

  GUOQUDELIANGSANNIANNEIBIZHEJIECHULEDUOGEXINJINRUKONGDIAOXINGYEDEPINPAIDEXIANGGUANFUZEREN,ZAITANDAOJINRUKONGDIAOXINGYEYUANYINDESHIHOU,TAMENDOUYOUYIGEGONGTONGDELIZUDIAN,JIUSHIGUONEIKEGUANCUNZAIDEPANGDADESHISHICHANGXUQIUKONGJIAN。

  NEIXIAOSHICHANGDUIKONGDIAOCHANPINDEXUQIULIANGDEQUEHENDA,JUTONGJI2014LENGDONGNIANDILINGSHOUYUGONGCHENGJIDEZONGLIANGCHAOGUOLE5000WANTAI。ERQIE,JIHUMEIGESHUJUTONGJIJIGOUDOUCHENGSANSIJISHICHANGDEPUJILVBUGAO,YIERSHICHANGCHANPINGENGXINHUANDAIXUQIUZHENGZAIKUAISUYONGXIAN,KONGDIAOCHANPINDENEIXULIANGRENGRANCHUYUZENGZHANGQI。HONGGUANSHUJUSHANGJIYUZHONGXIAOPINPAISHENGCUNFAZHANDEQIANJINGFEICHANGMEIHAO。

  DANSHI,ZHEIZHONGPANGDADESHICHANGKONGJIANBINGBUSHIMEIGEPINPAIDOUNENGGOUFENXIANGDEDAO。SANSIJISHICHANGSHIZHONGXIAOPINPAIDEMUBIAOQUYU,YIGELIHEMEIDEWEIDAIBIAODESHICHANGDUIZHEIXIEQUYUDESHENTOUNENGLIBIWAIJIEXIANGXIANGDEYAOGENGQIANG,ZHULIUQUDAOJIBENBEIZHUDAOPINPAISUOZHANGKONG。GENGWEIZHONGYAODESHI,XIAOFEIZHEDEPINPAIYISHI、PINZHIHUAYAOQIUYEZAIKUAISUTISHENG,YOUQISHIJINGGUOLEGUOQULIANGNIANWANGJISHICHANGDEDAFUZHENDANGZHIHOU,QUDAOZAIPINPAIHECHANPINXUANZESHANGXIANDEFEICHANGJINSHEN,ZHONGXIAOPINPAISUOMIANLINDECHANPINJINGZHENGHEQUDAOJINGZHENGYALIYIJINGSHIBUTONGWANGXI。KUANGQIE,ZHONGXIAOPINPAIZHEIGEZHENYINGZHIJIAN,YECUNZAIZHEZIYUANXIANGHUQIANGDUOXIANXIANG。

  SHISHISHANG,ZHONGXIAOPINPAIDESHENGCUNFAZHANBINGBUZAIYUSHICHANGXUQIUBENSHEN,ERZAIYUYIGELIHEMEIDEWEIDAIBIAODEZHUDAOPINPAIDEJINGZHENGCELVEBIANHUA,GUOQUJIGENIANDUNEIGELIHEMEIDEDEGAODINGJIASHICHANGCELVEJISUOYOUPINPAILIUCUNCHULEKONGJIAN,ZHISHI,ZHEIYIKONGJIANZAIDANGQIANDESHICHANGHUANJINGSUISHIDOUYOUBENGTADEKENENGXING。

微妙的产业生态环境

  RENHEYIGECHANYEDESHENGTAIXITONGDOUSHIYOUZHUDAOPINPAISUOYINGZAOHEWEIHU,CHUYUGUATOUJINGZHENGGEJUDEKONGDIAOCHANYEYOUSHIRUCI。ZAIGAOZENGZHANGYEJI、GAOMAOLIDEMUBIAOQIANYINXIA,GELI、MEIDEJIHUDOUCAIQULEGAODINGJIADEXIAOSHOUFANGSHI。JUTONGJI,WULUNSHIGELIHAISHIMEIDE,2014NIANDUDECHUHUOJUNJIADOUZAI3000YUANYISHANG。ZHEIBUJINJINRANGGELIHEMEIDEZISHENDEXIAOSHOUEGAOSUZENGZHANG、HUOQULEGAOEDEJINGLIRUN,ERQIEYEJIQITAPINPAITIGONGLEPANGDADETENGNUOYUDI,AOKESI、ZHIGAODENGQIYEYIZHIZAITUIXINGDEZHUANXINGSHENGJIYESHILIZUYUCI。

  ZHONGXIAOPINPAIYOUYUZAICHANPIN、PINPAI、QUDAODENGGEGEFANGMIANDOUCHUYURUOSHI,JIHUDOUCAIQUDIJIA、JIYUSHANGJIAGAOHUIBAOLVDENGFANGSHIZAISANSIJISHICHANGZHONGXUNQIUHESHIDESHENGCUNKONGJIAN,ZHUDAOPINPAIDEGAODINGJIAJIZHULIUPINPAIDEGENSUIHUACELVEJIYUZHONGXIAOPINPAIDESHENGCUNFAZHANYALIBUDA,DANSHI,2014NIANDUWANGJIYULENGSHIDEKUCUNLIANGDEGAOPANBUXIA,RANGZHEIZHONGGEJUJIANQUWEIMIAO。

  KUCUNYIRANZAIZENGJIA,BIZHELEJIEDAO,GELIHEMEIDEBINGMEIYOUYINWEIDANJISHICHANGLINGSHOUBULIXIANGERJIANCHAN,JUMOUYASUOJIQIYEDUIKONGDIAOCHANYEDEJIANCEDESHUJUXIANSHI,XIANZAIGUONEIDEKUCUNZONGLIANGZHENGZAICHAOZHE4000WANTAIBENQU。KUANGQIE,CHUKOUSHICHANGYEBULIXIANG,BINGMEIYOUJIPANGDADECHANNENGTIGAOGENGDADESHIFANGKOU。

  ZHEIZHONGGAOKUCUNJISUOYOUQIYEDAILAILEYALI,JIBIANSHIMEIYOUKUCUNDEQIYEYEYOUYALI。GELIZHENDUI“10.1”HUANGJINZHOUDEJIAGECUXIAOJUCUOYIJINGSHUOMINGLEYIZHONGQINGKUANG,NEIJIUSHIRENHEJIJINDEJINGZHENGXINGWEIDOUYOUKENENGCHUXIAN。CONGGEGESHANGSHIGONGSIDESANJIDUBAOGAOLAIKAN,DAXINGKONGDIAOQIYEDEJINGLILVHENGAO,YOUZUGOUDEKONGJIANDAJIAGEZHAN。ZHIDEYITIDESHI,ZUIJINYIGEYUENEI,TONGJIADAFUXIADIE,ZHIZAOQIYEKAIZHANJINGONGXINGSHICHANGHUODONGDEYUDIGENGDALE。RUGUOZHUDAOPINPAICHUXIANPINFANERZHUDONGDEJIAGEJINGZHENGXINGWEI,YALIHUIZHUBUCHUANDAO,ZHULIUPINPAIHUIGENZHEJIANGJIA,JINERZHONGXIAOPINPAILAIYISHENGCUNFAZHANDEJIAGEYOUSHIJIANGDAFUWEISUO。KUANGQIE,ZAIGAOQIDEQUDAOKUCUNXIA,ZHONGXIAOPINPAIZISHENZAIJINXINGQUDAOTUOZHANSHISUOMIANDUIDEZIYUANYEFEICHANGYOUXIAN。

渠道是中小品牌生存的关键

  JINNIANGUONEIKONGDIAOSHICHANGPIRUANDEBIAOXIANSIHUMEIYOUYINGXIANGWAILAIZIBENDUICHANYEDEJINRU,2015NIANDIXIANGDAIKE、BOXIDEDENGPINPAICHENGWEILEKONGDIAOXINGYEDEXINJUN,ERZHEJIANGHANDIANJITUANTONGYANGKAISHIDUIKONGDIAOSHICHANGJINXINGSHISHUI。BIZHEZAIYUSHANGSHUSANJIAQIYEDEXIANGGUANFUZERENGOUTONGRUHEZAIDANGQIANELIEDECHANYEHUANJINGXIASHENGCUNFAZHANXIAQUSHI,TAMENJIHUDOUBADUIQUDAODETUOZHANZUOWEILEDUANQINEIDEZHUYAOGONGZUO。KUANGQIE,DANJIZUOQUDAO,BENSHENYESHIKONGDIAOQIYEMEINIANDUNEIZHENGCHANGDEYUNYINGJIEZOU。

  XIANZAI,QUDAOZHIYUZHONGXIAOPINPAIXIANDEGENGWEIGUANJIAN,SHENZHISHITAMENDUANQINEISHENGCUNFAZHANDESHENGMINGXIAN。ZHIDEYITIDESHI,2015NIANDUZHONGXIAOPINPAIZAICHANPINSHANGKEWEISHIXIAZULEGONGFU,PIEKAIHANDIANSHITONGGUOZAIDAXINGKONGDIAOQIYEYIOEMFANGSHISHIXIANCHANPINGONGJIBUTAN,XIANGDAIKEHEBOXIDE,ZAIPINZHIJICHUSHANGHANGDEGENGWEIZHASHI,PINPAIDINGWEIYEBUDI,ZOUDEDOUSHIJIZHIXINGJIABILUXIAN。

  ZHEIZHONGDINGWEIDEMUDEJIUSHIWEILEHUOQUZUGOUDUODEQUDAOZIYUAN。ZHUDAOHEZHULIUPINPAIZAIQUDAOZIYUANSHANGDEJINGZHENGZAOYIJINGCHENAILUODING,QUDAOGEJUYEFEICHANGWENGU,JIZHONGXIAOPINPAILIUXIADEYOUZHIDEKONGDIAOQUDAOZIYUANFEICHANGXIQUE。FEIKONGDIAOCHANPINQUDAOHEKONGDIAOCHANPINQUDAODEBUCHONGXINGHEZUOXUQIU,CHENGWEILEZHONGXIAOPINPAIZAIQUDAOZIYUANZHENGDUOSHANGDETANSUOLUJING。YUCITONGSHI,WEIQITAQIYEJINXINGDAIGONGSHENGCHANSHIZHONGXIAOXINGZHIZAOQIYEDUANQINEIHUANJIECHANNENGYALIDEZHUYAODUANKOU,JUXI,HEBEIDAIKE、XIANKE、ANHUIBANTIANDIANQIDOUYIJINGHUOQULEYIDINGDESHENGCHANDINGDAN,BAOZHENGLEQIYESHENGCHANXIANDEYUNZHUAN。

  HENXIANRAN,ZHIYUYIGEPINPAIDEZHANGYUANFAZHAN,JIQITAQIYETIGONGDAIGONGSHENGCHAN,ZHEIBUSHIGENBEN。SUOYI,DUINEIXIAOSHICHANGQUDAODEKAITUO,ZHONGXIAOPINPAIMEIYOUSIHAODEFANGSONG。CONGYANXIADEZHUANGKUANGLAIKAN,XIANGHANDIANZHEIYANGYONGYOUZHONGDENGGUIMOJIADIANQUDAOWANGLUODEPINPAI,ZAIDAZAIQITACHANPINSHI,XIANGDUIERYANJIAOWEIBIANJIE。ERHAOWULISHIJICHUQUTUOZHANQUANXINQUDAODEZHONGXIAOPINPAI,QUEXIANDEYALIZHONGZHONG。

  JIBIANSHIZHONGDUANLINGSHOUZOUSHIZAICHA,XIANZAIYENANYIDUI2015NIANDUDESHICHANGGAIGUANDINGLUN,MINGNIANCONG5YUEFENKAISHIDEWANGJISHICHANGJIANGCHENGWEIZHONGXIAOPINPAISHENGCUNFAZHANDEYIGEFENSHUILING。ERZAIZHEIGEGUOCHENGZHONG,KUCUNLIANGDEXIAOHUACHENGDUYEJIANGCHENGWEIGEGEKONGDIAOQIYEZAICELVEXUANZESHANGDEGUANJIAN。(WENSI)

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