Chinese Home Appliance Manufacturer Distribution Channels For Innovative Research

The household appliance industry of the world has shifted to China. Now China is one of the most important making bases in the world. And the It competes intensely in the industry of China.For a long time, the core of the competition in the household appliance industry is price. But, with the development of the society, this market strategy is not in effect, what's more, this strategy is easy to demolish brand. On the market, household appliances products tend to same, promotions are enhanced, and price wars continue, but household appliances manufacturers are still in trouble. Now the core of the competition has transferred to the channel. Channel is the steadiest gene in 4P.Most native household appliances manufacturers have pain in the channel problem, especially in the past several years, for the growth of Gome, Sunning, and so on. They hope to decrease the dependence on the household appliances chain franchiser, but failed still. The channels of household appliances manufacturers need reform.This paper launches on the basic marketing channel theories, and summarize the newest views of experts in the world, both in China and abroad. While learning the processing of the world household appliances industry development, we choose Japan as a comparative object, because at that time, Japanese social, economic environment is similar with China today. The author also communicated with some market workers and franchiser to know the real matter of China household appliance industry. The paper finds out three serious channel questions of the household appliance manufacturers, and considers the question from the whole views. We put forward three solutions to solve the questions of exiting channel questions and made channel innovative. The paper also gives suggestions to household appliance manufacturers to focus on e-commerce, such as B2C, so that create new market channel.