Turning to china's white electricity market, the increase in sales was declining and even negative in 2014. According to data released by the ovi consultancy, from january to november 2014, the sales of refrigerators, washing machines and air conditioners were generally weak, with refrigerators showing negative growth in comparison with a 2. 7 per cent decline, with the white power market experiencing “cold winter”. With the overall underperformance of the market, the most popular retailer in the country, the united states of america, has broken the fence and achieved a reverse growth in refrigerators, washing machines and air conditioners. According to data published by the united states of america, in january-november, the sale of united states real-estate refrigerators increased by 13. 88 per cent over the same period, washing machine sales by 19. 40 per cent over the same period, air conditioning sales by 23. 92 per cent over the same period, far more than the white power market growth data issued by the orvi consultancy - 2. 7 per cent, 3. 9 per cent and 1. 8 per cent - and continued to take over the retail trade in household electricity。
According to feedback from the u. S. American erp system, brand sales of well-known brands, such as haile, u. S., g., hae-sun, siemens, samsung, l. G., are relatively high and become the main force of sales growth. On the functional side, sales of open refrigerators and multiple refrigerators increased faster, with the total sales of both categories of refrigerators accounting for 23. 19 per cent of the total sales of the national refrigerators in january-november, an increase of 21. 1 per cent, 2. 01 per cent and 46. 33 per cent, respectively, and an increase of 2. 87 per cent and 3. 67 per cent, respectively, respectively. Of the washing machines, 38. 53 per cent, a rise of 0. 93 per cent and a rise of 60. 27 per cent, respectively, were registered in january-november. In air conditioners, the change in frequency of air conditioners in january-november was 54. 56 per cent, indicating a greater consumer preference for energy-efficient and high-efficiency air conditioners。
In response, vice-president song lin stated that, in the overall downturn in the white electricity retail market, the negative growth in retail sales under the national ice, washing and empty product line was largely due to the release of low-cost and efficient supply chains, guided by the o2m strategy, as well as the hundreds of billion-scale procurement scales supported by the supply chain, efficient information-based management and differential-package customization, which guaranteed the country's u. S. White electricity products an absolute lower-price advantage than their counterparts. At the same time, song lin noted that the fine-tuning management strategy of more than 1,600 stores across the united states has continuously improved consumer shopping experience and is an important factor in the negative growth in sales。
Achieving differential advantage in low-cost efficient supply chains
The relevant u. S. Officials stated that the u. S.'s open and cost-effective supply chain was underpinned by three core pillars: procurement, logistics, information, and the main advantages were in procurement prices. It is understood that the u. S., by taking pricing and initiative by intervening in the upstream industrial chain, has made the package of differentiated products, in which oem, odm, one-stop prices, buyouts, reverse customizations, etc. Have become the main procurement models, not only highlighting the differentiated properties of the product but also meeting the needs of consumers for individualization and differentiation. It is worth noting that the three main categories of ice, washing and emptying, with the largest increase in sales in the united states this year, represent a very large proportion of customised models of differentiated package sales。
It is known that the share of differentiated commodities has now reached 31 per cent, and the united states plans to increase it to 50 per cent within two years, which will significantly increase the aggregate māori rate of commodities. At the same time, the united states of america has a purchasing scale of $100 billion per year, which would make the cost of procurement at least three to five points below the industry average. For white electricity products, differentiated product attributes and absolute low-price advantages have become important safeguards for the continued rise in market competitiveness, as evidenced by the fact that this year's increase of us white electricity up to 23. 92 per cent this year is best recognized by the market。
In addition, based on a reduction in the flow chain of intermediate agents, distributions, etc., the erp system has been fully implemented in the united states professional supply chain to optimize inventory management, with the current stock turnover of the united states being maintained at around 64 days. Indeed, the fact that national white distribution is much higher than market levels also suggests that only efficient supply chain advantages can support retail development in the information age; and that market competitiveness of goods can be enhanced only by precision in customer demand。
Internet portal shop adaptation to enhance user experience
The internet age is the user age, and internet thinking is user thinking. In the area of retailing of home appliances, in particular, the demand for personalization and fragmentation has become more pronounced and enterprises should be more user-centred. In fact, the united states of america has always adhered to the concept of “usership, experience and supremacy”. In order to meet the experiential needs of consumers, the u. S. Has continued to optimize its door-storage system by adopting a fine-tuning strategy。
At present, the united states has fully opened free-of-charge wifi services in more than 1,600 shops across the country, and has set up a competitive area that allows consumers to compete at any time, as well as achieving full internet prices. At the same time, the u. S. Has promoted the upgrading of smart retail terminals from the door-storage environment, shop layout, product placement, etc., to a shift from a single sales-led door-shop to an internet-based one that combines sales, experiences and services。
Now, consumers can go shopping in the country, experience it like a mall and buy it, and through free wifi, buy three of them and buy real low-priced household electricity. In particular, for electricity products such as refrigerators, washing machines and air conditioners, consumers should have real experience and price comparisons before purchasing them for reasons of size, functionality, size and variety. As one of the most popular electric power chains in the country, the united states can provide consumers with the most professional and trustworthy outlets. At the same time, specialized marketing and logistics teams in the united states not only provide consumers with objective and detailed advice on commodities and enjoy the pleasure of shopping for humanized services, but also provide after-sales services that “triple-day, precision distribution, synchronized delivery” and truly allow consumers to “one stop” shopping。
This time, the sale of american white electricity achieved a reverse increase of 13. 88 per cent for refrigerators, 19. 40 per cent for washing machines and 23. 92 per cent for air conditioners, based on the cost-effective supply chain support of the united states and the consumption experience of the transformation of internet outlets. Industry projects that, as both sides continue to work, the competitiveness of commodities, including white electricity, in the united states will continue to increase or will lead to higher growth。
Responsible editor: zhang dei
