Concerned about the household appliances industry will find the flow of such a phenomenon, a large chain of home appliances in the new developed city, the traditional home appliance store has been very difficult to Midao disappeared. Large household appliances market in many a chain of hot and cold traditional home appliance stores in stark contrast. Many stores in order to survive they had to withdraw from the primary market and fought
Competition
Relatively peaceful secondary and tertiary markets. Why was the rage of the electrical appliances store in the country so easily out of a market? I found after visiting the market, not the store's owner is not attentive, not store employees are not hard, but not the store's location is not scientific, but this
Operate
Model in the emerging home appliance chain in front of lagging behind the big, especially in a big market chain can not be head-on confrontation with the appliances, quit or depression is the best option.

All
Marketing
There are patterns and market conditions at that time should be, a time when all kinds of home appliance specialty store in the city market, as represented by a smash hit, is the end all appliance manufacturers preferred channels. The so-called specialty store, there are two ways, one is similar to the video store,
TV
Store,
Air conditioning
Stores and other stores such products, the other is home appliances
Brand
Store. But with the large chain of home appliance development and growth, these appliances store has subsided.

As a new circulation types and a large chain compatible with modern life retail model, which is the size of its business operations, product diversification, standardization of services to meet consumer needs. Compared with traditional appliance store, home appliance chains such new circulation types have certain advantages, and therefore the market in a rapid development of the traditional liquid pose a huge threat.

First,
Home appliance chain
Adapted to the economies of scale of development needs. Before the reform and opening up, China practiced a planned economy, the corresponding flow pattern then state-owned wholesale and retail levels of the department store or delivery of the five companies. After reform and opening up, with the rapid development of manufacturing enterprises and market liberalization, the private
Capital
Gradually into the circulation, and large and small home appliances manufacturing corresponding to the various stores also are springing up rapidly. Stores this form of circulation in the last century through the 90's the golden age of its development. Into the last century the late 90s, after appliance industry full of competition, industrial concentration greatly improved, such as color TV, refrigerator,
Washing machine
Other traditional manufacturers of home appliances is already highly concentrated. In addition to representatives of the new appliances 3C products, based on the advantage of quick access to large-scale consumer electronics market. The store has not well adapted for industrial concentration in the circulation need. At this point, home appliances chain in the emergence of the large appliance industry to adapt to the flow of highly concentrated on the need. Shows that a large chain of home appliance development there is the inevitable product of the times, so that the flow of the embodiment of advanced.

Second, the scale and the large chain stores can not be compared. As the circulation of new industry, home appliance chain is characterized by large-scale victory, the use of the scale and the advantages of centralized purchasing, which can reduce procurement costs and operating costs. For example, a large chain in the air-conditioning, color TV, refrigerator, microwave oven,
Mobile
, Washing machines, etc. The procurement of commodities, is easily calculated to 100 million, which can achieve a relatively low purchase price. The stores generally are relatively small, not only is there not a single shop in a small scale, but with the large chain size and pale into insignificance compared to the national procurement. Therefore, the store in the procurement and operating costs far greater than the big chains. Often in large chain to launch pricing campaign, the store on the obvious disadvantage, it is difficult to oppose it.

Again, not in the business scope of a large chain store wide. Home appliance chain enterprises involved in the business scope to all the home appliances, including not only traditional home appliances, including a modern sense of 3C products, consumers can access a large home appliance chain
Marketplace
What kind of demand for home appliances can be met. Both is the same product, there are a lot of brands for consumers to choose. The store is different, or store only franchise a business's products, consumers can choose a very limited scope, there is no comparison, so no choice. Or only sell a class of products, consumers can only order to buy other products to another store to buy.

Fourth, resources
Integrate
Ability of large chain stores do not so strong. With the big chain home appliance product line is complete, a broad product categories, high and low grades can meet the different needs of various consumers. Because of these advantages, consumers enter the big chain stores to spend more, often
Shopping guide
Under the guidance of members is not necessarily buy the cheapest products. A factory were the company's manager feel moved to say, the supply of large cities in the same chain and store a series of products, at the same time a large chain of high, medium and low
Promotions
The proportion of goods sold is 3? 3? 4, while the proportion of stores selling 1? 2? 7, shows that large chain stores than the average selling price higher. However, large home appliances in the eyes of the consumer price of the commodity chain is very low, in fact, this is because the big chain prices in a superficial integration. The store less as products, so the price of a large chain integration difficult to achieve as a result.