Channel Management And Financial Research Household Electrical Appliance Enterprises Distribution

China’s home appliance industry has highly developed in the past five years. However, in2012the trend is clearly downward. Air conditioning as the representative of "white "market situation is even grimmer. the CMM’s2012data shows that the air conditioning cumulative sales reached32,972,000units, cumulative retail sales of110.36billion Yuan; Domestic air conditioner market cumulative sales fell13.6%sales fell7.5compared with the last year and. The stimulating effect of the policy on the market has nearly clear up. Macroeconomic growth is going down. Consumers are more cautious. The real estate industry is in depression. The worldwide economic crises go on and on and on. Renminbi revaluation seriously influence on Export trade. Domestic home appliance market situation is hardly optimistic.More and more home appliances enterprises attach importance to the distribution channels, how to send the goods to consumers’hands rapidly and provide after-sales service has been directly related to the manufacturer and the retailer’s profit and development. In home appliance’s competition of new round, only the ones with large scale, flexible operation, low operation cost, high efficiency of distribution channels can stand out. Gree is such one that the production and sales volume in air conditioning stays the world’s first place for8years. The research in distribution channel management of Gree has very important references to the other home appliance enterprise. Financial and marketing are both of pillars in the modern enterprise system. Study distribution channels benefits efficiency and management level through a financial perspective has important theoretical significance and practical significance.The opening chapter of this article introduces the research status of distribution channel management at home and abroad in the current situation. The second chapter expounds the theory of distribution channels and the corresponding theory of financial. The third chapter tells the policies in the management of distribution channel management of the Gree electric appliances. The fourth chapter analyzes2005to2011annual report data of Gree electric appliances and electrical appliances industry in Shanghai and Shenzhen. It indicates the relationship between financial and the management of distribution channel. The fifth chapter is the conclusion. This article tries to make a new interpretation on the distribution channels of Gree from the angle from financial perspective. It provide suggestions for the development of Gree distribution channels, meanwhile offers references to other home appliances enterprises.