By the sub-prime crisis triggered by the global financial turmoil from Wall Street to a global hit. Bear the brunt of the Chinese market is also affected by the financial and property markets. Residents are updates or new home housing stock reduction, which directly affect sales of home appliances. According to incomplete statistics, in particular, some large-screen TV and three door refrigerators, high-end home appliances sales of a significant slowdown, compared to the impact of small household electrical appliances will be much less, such as microwave ovens, soybean milk machine, smoke machine stove, water heaters and so on, consumers do not purchase of real estate will update these products.
Although the sub-prime crisis has resulted in part of the export-oriented small household electrical appliance enterprises suffered heavy losses, but the other part of the independent brands is still full of vitality, as the needs of a number of small household electrical appliances at home. This year the domestic companies engaged in small-appliance sales in first three quarters of strong growth both, in particular, is based on soya-bean milk as the main industry, the most prominent listed companies, nine-yang, a total of nine-yang of shares in the third quarter net profit of 168 million, compared with same period last year an increase of 128.47%. It can be seen, creating a market demand for products that will inevitably bring a huge sales and profits.
Need for strategic brand marketing, Bo-feng, director of the planning agency, said: financial crisis, first of all make part of the OEM companies affected. Affected by the impact of the global economic recession, the industry continued weakness in the supply chain, rising raw material prices and supply uncertainty, corporate orders dropped sharply, and the OEM business, the short term is difficult to increase in costs passed on to consumer prices, so the overall gross profit margin continued to fall . Coupled with labor costs and exchange-rate appreciation, but also corporate profits, “worse”, to close become their escape fate.
From the industrial development process and the general laws of view, changes in the environment will promote and facilitate the adjustment of industrial structure. Small household electrical appliances industry, want to be more healthy, more healthy development, it must adapt to the macroeconomic environment, from the extensive development to fine-based development, accurately positioning itself to create and stimulate the potential market demand. In this process, must be a new round of industrial restructuring, product innovation, environmental protection and energy saving, strategic layout will no doubt be the main theme of this process and key words.
The financial crisis in 1997 gave many companies learned to walk on two legs most of these enterprises, which export both. Focus on product R & D investment, focus on improving the added value of products and gradually change the practice of pure OEM and create their own brands and develop the domestic market, improving product technology content, and increase international competitiveness.
There is no doubt that innovation will be the future development of small household electrical appliances industry, take heart. With the new materials, new technologies continue to the birth, the product replacement cycle is shorter and shorter, innovation and small household electrical appliance enterprises have become the key to enhancing competitiveness, and even the director of an industry’s “cycle of life and death,” while fans will undoubtedly like this through industry innovation find a “self-salvation,” a model.
Extrusion in the air conditioner market, the fans once the market shrink, but through the representative of Amy fans specially designed for the continuous innovation and lean brands, and its products received by the market. Airmate in 2004 to market disruptive products “Air Tower Fan” has not only changed the appearance of the traditional electric fans, but also on air quality improvements. Amy Reed’s “tower airflow Fan” in 2005 sold a total of 18 million units, and for a time a serious situation out of stock, export Europe and the United States nearly one hundred countries, and profit margins are far higher than other air-conditioning products.
Innovation is also a small household electrical appliances to meet the international market, the key, when the difficult global economy in 2008, when the mainland counterparts fan products average shipping prices to more than 10% per year decline, down to less than 10 dollars, Amy Reed’s fans pulled up the average price broke the trend and reached 15 U.S. dollars each; as peers of small appliances for the entry into the overseas electrical appliances chain stores and took great pains when Airmate has become Japan’s Toshiba, Sanyo, Germany, Rowenta, France Cyber-known brands such as the designated supplier.
Small household electrical appliances for the future development, strategic layout is also essential. In eastern China, all kinds of industrial chains are maturing, competition among enterprises, the increasing saturation of the rapid rise in labor costs for the need for careful planning in terms of small home electrical appliance industry, on the one hand we must accurately identify their own development orientation, such as the development of what kind of products and services, must also seek more economic development in space, has the potential to be more close to the market.
For SMEs, the heart of the choice of their adjustment is more suitable for their own development of small household electrical appliances, using sophisticated production and objectives of the aggregation strategy, the rapid establishment of a competitive advantage. And active integration of resources, through strategic alliances, technology alliances, channel alliances and other forms, quickly enterprises bigger and stronger, in the whole process of industrial restructuring blaze a trail to success.
In short, small household electrical appliances industry in general is healthy and active, but under the influence of the external environment in a variety of small household electrical appliances industry must speed up the adjustment and improvement of their own, closely linked to macroeconomic policies, closely linked to environmental protection the theme of energy conservation through innovation and strategic Adjustment to seek new opportunities and new developments.
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