Home Appliances Study Marketing Channels

Company S is a foreign-owned household appliances enterprise. Main products aremobile phones, televisions, refrigerators, washing machines, laptops, printers, digitalcameras, tablet computers, monitors and IT products, etc. Sales channels in the domesticmainly rely on the large chain of electrical appliances sale stores such as Gome, Suning,coupled with traditional IT channels, specialty stores and online sales.As chain sales giant such as Gome, Suning in big cities gradually form the layout of amonopoly in appliance stores, they are free to apportion costs to the appliancemanufacturers, which makes their profits less and less. To get more right to speak in thechannel, appliance manufacturers are engaged in a different struggle: Some quit, somebuilt sales channels by themselves, and some rely on their advantages of own brandinfluence.S is one of the companies trying to find countermeasures in marketing channels to getrid of the current plight of the Enterprise. In this paper, existing sales channels of companyS are individually analyzed through the theory of4Ps and channel, combined with channelintegration theory and learned from the case of opening exclusive shops of Gree,concluded as follows: firstly, opening S brand stores is the trend of the development of theindustry, through S brand influence, appeal of star products and cooperation with powerfuldealers. Secondly, internet sale is a new growth point of sale. On one hand, company Scooperates with network platform such as Jingdong, Tianmao. On the other hand, by meansof data mining of the internal CRM system, company S establishes the S-Club and foundshis own network of sales channels. Thirdly, company S maintains good relations with thelarge chain enterprises, such as Gome, Suning, in order to draw support from their existingchannels to expand sales and carry out central purchasing to reduce costs and increasesales.This paper not only analyzes future channel development strategies for the company S,but also presented feasible methods and measures, to know how to be differentiatedcompetition in T4and below market with domestic brand stores. There is a certainreference and guidance for other foreign brands in the industry or appliances productionenterprise exploited in the long term by Gome, Suning.