Appliances To The Countryside: A Better Channel To Sell The Brand Confusion In Non-rural Areas -
Confusion as companies channel management, home appliances to the countryside project
implementation in the most grassroots level, not the winning product the most popular brand, rather than winning the countryside is even more popular products.Early as December 2007, Shandong province of China was the first to pilot
Appliances to the countryside One of the provinces, before reporters rushed to the survey Wulian County, Shandong Rizhao City
Home Appliances Countryside terminal sales. Wulian triple Appliance Co., Ltd. (hereinafter referred to as "triple appliances") is the largest consumer electronics sales to local businesses as the same county in northern China, Joint appliance store entrance with loud pop music, on the first floor displays
Washing machine , Refrigerator , TV And other home appliances, as long as a door, there is enthusiastic salesperson with dialects ask you what to buy household appliances.
"Appliances to rural areas of the channel is too messy"
Triple appliances, general manager John Zhao Wulian article said that as household electrical appliance enterprises more competitive bidding appliances to rural areas, enterprises have to bid lower prices, combined with sales from the manufacturer to the county agency to go through the provincial and municipal agency Dealers such as layers, each layer is "exploit" their profits, so most end of the distributor to where the biggest selling pressure.
Wulian also a seller, for example, a
Changhong Purchase price of 580 yuan of 21-inch, to the countryside selling price of 635 yuan, gross profit of 55 yuan, excluding 4% of the taxes, freight charges, the cost to farmers delivered to their homes, shopping malls commission salesperson, almost already lose money. Haier and other major brands usually to the wholesale and retail distributors spread only six points, for many dealers, especially primary dealers, the sale is a big brand products entirely, "tasteless."
"However, non-brand TVs countryside, selling a profit to the countryside can get two to three times the brand, sales staff are willing to recommend the brand of non-rural areas." Ling-Wen said, "manufacturers to bid, have lower prices of some models of TVs and even a few hundred dollars lower, and now the price of home appliances for sale to the countryside before, when compared to normal sales, profits basically no. "
"Last year I also took out a few million on the promotion, but last year, the 'home appliances to the countryside' is basically not particularly great drive sales." Nevertheless, the triple appliance or appliances to the countryside to sell the product, " In fact, sales of various household appliances shop wants to grab a slice from home appliances to the countryside. "Ling-Wen said.
Ling-Wen respect, "bringing home appliances channels too messy, must be successful prior to the sale of businesses can sell products home appliances to the countryside, the countryside is now home appliance products as long as anyone can buy."
The face of such difficulties, Ling-Wen said, "to help companies refused to pay for publicity, profits are low, might as well sell non-winning brand."
Cheaper brand of non-rural areas Live in Wulian county, Lao Zhang Ze-town farmers, to buy affordable washing machine, because he wanted a father, the children wash diapers. Salesperson to recommend a modern brand, and to the sea good brand washing machine, and stressed the "side inlet, the functions of dehydration," "Haier these features are not," "can wash 8.5 kg", "This is a Hyundai, the world's 500 biggest companies produced. "
Reporter observed, if consumers take the initiative to ask whether there are appliances to rural areas of the product, a salesperson will say "yes", but will not warm recommendation, after the price of consumer psychology to understand, inform consumers recommend other non-rural areas brand.
Currently, there are some farmers on the "home appliances to the countryside" misgivings, they find "no good cheap goods", "home appliances to the countryside" must be eliminated slow-moving goods or products, some customers do not specify the "home appliances to the countryside "products. Post reporters found that Wulian a home appliance stores, sales staff directly torn off "appliances to the countryside" identity, "because some people feel poor quality."
Reporters found that some villagers wondering: "is not bringing home appliances products, quality is not good?" The reason for mentioning this is because many dealers say they listen to the countryside have quality problems, "If quality, state how you would then account for a good cheap? "
Reflect some rural consumers, "home appliances to the countryside" products although the price is low, but grades are not high enough.
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