BBK into small household appliance market ultimately ended in failure, the high-tech products to enter the strategy step by step has been relatively successful, whether it is DVD, educational products, communications products, all obtain arrogant person outstanding achievement, why BBK marketing model is? Since the spring of 1994 orchid diversification began, many home appliance enterprises begin to respectively enter different home appliances category,
region free dvd both beautiful such a success, also have Chunlan, Konka, Amoi so frustrated, so home appliance enterprises should how to develop to enter and exit strategy?
BBK has always been committed to looking for the appliance industry in the ocean, in fact, small household electrical appliances market development space, growth, profitability, industry barriers and other key elements are not high, is a relatively ideal categories often the Chinese small household electrical appliances market in 2007 to 2010 sales respectively: 97190000000 yuan, 110200000000 yuan, 117500000000 yuan, 150000000000 yuan, year compound increase rate is 16%, compared with developed country every 100 households have a life of small household appliances 30-40, China has only 1/10 abroad, at the same time,
Zone Free DVD dab6d28ck small household electrical appliances of short service life, along with the increase of income and put forward line upgrading, market growth will continue to upgrade. Sales growth is rapid at the same time, the small household electrical appliances industry profits are very substantial, average margin of 30%, profit margin is black, white electric industry 2-4 times. And not only so, small household electrical appliance industry barriers to entry is relatively low, small household electrical appliances of technology R & D capability requirements than black and white weak, small appliances without core components, on the upstream supplier negotiation ability, not as black as subject to the core parts suppliers.
Of course, so attractive, hoe would sure be sooner into better, beautiful as white representatives, in 2005 June will not run good small home appliances business from listing Corporation in stripping, the establishment of a separate small household electrical appliances group, the small household appliance market concentration is low, the industry has not yet formed a leader, is because of this layout, small household appliances in the 2010 sales of 30000000000 yuan breakthrough, to become the nation's largest small household electrical appliances group, apparently BBK 2009 was officially launched its first product of small home appliance appears too late.
From the first level, home appliance enterprise industry chain is divided into three kinds of situation, black power core link is controlled by foreign enterprises, such as LCD TV panel are Japan, Korea enterprise control, Chinese enterprises are generally at the bottom of the industry chain, profit rate is very low, and white electric core some excellent Chinese enterprises have been able to control, small household electrical appliances industry is generally not core link. Enterprises need to measure into different industries may be encountered after the core aspects of the technical barrier, analysis can solve these trade barriers, these capabilities will determine the enterprises in the industry competition status. Beautiful and Galanz in industry product is basic to have these capabilities, beauty in the air conditioning industry independent research and development of double rotor DC variable frequency compressor, Galanz in the microwave oven industry completely mastered the magnetron technology, it is mastered the core link that makes them all to become the industry leader.
The second level is the main industry of key elements, household electrical appliance enterprises industry key elements concentration in the research and development, quality, industrial chain integrity, capital, scale, brand, marketing ability, channel construction ability, management support system etc.. Although small appliances without control of core link, but the BBK in product development speed, rich product line, industrial chain integrity, capital, scale etc. are backward and main competitor, it is because of these skills shortages led to the failure of the bbk. A plurality of Chunlan began in 1994 this is the same problem, has introduced color television, washing machine, freezer, computer and other home appliances business, and even into the truck, motorcycle, new energy, battery business, but Chunlan forget myself still did not have at the same time to carry out the business capacity, lack of the capability of key elements of the industry has led the Chunlan the failure of diversification strategy.
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