A series of unfavorable factors, such as weak economy, withdrawal of policies, declining market, and declining demand, are casting a “layered shadow” on the upcoming 2012 home appliance market competition. How do Chinese and foreign home appliance companies achieve steady improvement in market performance in 2012 under the dual pressure of “market environment and policy withdrawal”?

Recently, at the "2011 China Consumer Electronics Industry Development Summit Forum", Xu Dongsheng, the General Secretary of the China Consumer Electronics Association, pointed out that "for the Chinese home appliance industry, in the face of new patterns, new markets, and new opportunities, transformation and upgrading will be imperative. Zhu Jinsong, general manager of Huayi Compression, also pointed out: “Although the entire home appliance industry faces various challenges, China’s home appliance companies have been committed to adhering to the national industry with international competitiveness and creating happy lives for consumers through years of products. The value of consumption is the foundation for our development."

Beijing Zhongyekang Times Market Research Co., Ltd. provided a series of research data to the “China Enterprise News”: for the rapid development of the past few years, the sales volume of China’s three or four-tier household appliances market is expected to reach 540 billion yuan this year, exceeding the growth rate for four consecutive years. 20%, the share of the national market has increased by nearly 10%, becoming the main source of growth for the Chinese home appliance market.

According to the "China Enterprise News" reporter, the "three or four levels of markets with a large population, low household appliance ownership per 100 households, and strong spending power" have become domestic appliance companies seeking explosive growth in the fierce market competition in recent years. Strategically.

Kim Ming, president of Suning Appliance, once told the “China Enterprise News” reporter: “In the next 10 years, the Suning chain network will comprehensively cover most of the county-level markets in China and the developed township markets in South China, North China, and East China, with a total of 3,500 stores. The stores in the 3rd and 4th markets will account for more than 40% of the total. As of mid-2011, Suning Electronics has opened stores in 55% of the tertiary market and 14% of the 4th level market. Jin Ming emphasized that the three or four-tier market will be the main area for future vertical penetration and expansion of Suning stores. According to Wang Junzhou, the president of Gome, “In the 480 new doors added in 2011, 60% of the stores will be opened in the second and third-tier markets.”

“The home appliance retention rate in the 3rd and 4th markets is the lowest. There is a lot of room for development in the urban market. In the past few years, the country’s home appliances, rural areas, and old-for-new policies have led to rapid development. I think the next three to five years will For a long time, the Chinese home appliance industry must rely on the rural market. Although Wang Jinliang, vice president of the marketing division of Midea Refrigeration Appliances Group, is cautious about the home appliance industry in 2012, he is very optimistic about the 3rd and 4th markets.

United States and other home appliance giants are optimistic about the sinking of Suning and other chain giants, accelerating the development of China's tertiary market. The "China Enterprise News" reporter learned from the China Household Electrical Appliance Business Association that in recent years, Zhejiang Baicheng Group, Dalian Dashang Electric, Wuhan Industry and Trade Electrical Appliances, Chongqing Trading Company Electric Appliances, Jiangsu Pearl Electrical Appliances, Xiamen Three Gorges International Trade Group, Jiangsu Wenfeng Electrical appliances, Jiangxi Siping Household Appliances, Baotou Tongli Household Appliances, Inner Mongolia Dongge Electric Appliances, Shenzhen Shunde Electric Chain, and Qingdao Sunshun Electric Co., Ltd. led the rapid rise of regional home appliance chain companies and became the leading players in the regional and tertiary markets.

“The innovation in the 3rd and 4th level market is changing from traditional extensive growth to fine growth, focusing on customer consumption experience, reducing distribution logistics costs, and implementing centralized and refined management,” said Lian Siqing, general manager of Beijing Zhongyekang Times Market Research Co., Ltd. These are the key competition links in the value chain of the next three or four levels of market channels."

As an authoritative research institution in China's home appliance market, China Yikang began to develop retail monitoring networks in the 3rd and 4th markets as early as in 2007. At present, the number of retail monitoring network stores has reached 6781, of which the urban monitoring coverage rate for primary and secondary markets has reached 99. %. The monitoring coverage of cities and counties in the tertiary and tertiary markets reached 34%.