Midea's air conditioning channel strategy
I. Channel types
Midea's air conditioning channels are jointly driven by wholesalers and retailers, and their types are indirect channels and intensive distribution. Midea company has set up its own branches in almost every administrative province in China, and set up offices in prefecture-level cities.
Second, the channel characteristics analysis
1. Wholesalers are responsible for distribution. There are often several wholesalers in an area, and the company supplies directly, and then they supply it to retailers. The retail guidance price is set by the manufacturer, and the manufacturer is also responsible for coordinating the wholesale price, but it is not necessarily mandatory for wholesalers to abide by it.
The manufacturer is responsible for the promotion. Although Midea's branches or offices do not directly supply retailers, they will ask wholesalers to report their own list of retailers, so that they can establish contact with retailers, on the one hand, understand the actual retail situation, on the other hand, they can provide retailers with the decoration of storefronts or booths, send promoters and provide related promotional activities.
3.*** Both undertake after-sales service. In this mode, after-sales services such as installation and maintenance are generally carried out by dealers, but the expenses are borne by manufacturers. The distributor applies to the manufacturer with the installation card and maintenance card, and the settlement is made after the manufacturer confirms it.
In the Midea model, manufacturers keep the work of price, promotion and service management, because these contents are related to brand building, while the work of distribution and product inventory is left to other enterprises in the market.
Third, evaluate the choice of company channels.
1. Channel advantages
(1) Reduce marketing costs. Because many retailers are small in scale, the one-time delivery quantity is often not the most economical order quantity. Using wholesalers to manage retailers can reduce the daily transactions between manufacturers and retailers.
(2) You can use the funds of wholesalers. Wholesalers must have a certain inventory to meet the possible delivery requirements of retailers at any time, and in order to ensure their status, wholesalers must try their best to increase their sales and pay the manufacturers in the off-season, so that a large amount of funds will enter the capital circulation chain of manufacturers.
(3) Give full play to the penetration capacity of channels. When a manufacturer enters a certain market, it is difficult to attract all retailers in the region in a short time. Because wholesalers have established contacts with retailers in the region, they can often quickly develop retailers who do not distribute this brand.
2. Channel disadvantages
(1) The price is chaotic. Many wholesalers use bank acceptance bills to pay in the off-season. Generally, the maturity time of bills is after the peak season, but if the sales situation is not ideal, it is impossible to repay the principal and interest to the bank. At this time, wholesalers of the same brand had to launch a price war to attract retailers, which led to price confusion and smuggling of goods. Because the distribution channels are not completely controlled by manufacturers, the countermeasures are often difficult to work. Therefore, every year, some dealers who are injured in the price war quit the brand operation. Running a brand does not make money? Once this statement spreads in the industry, the goodwill and channels of manufacturers will suffer losses.
(2) The channel is unstable. Many wholesalers are not very stable, coupled with many irregular operations, blind investment, and great business risks. Moreover, because the funds of wholesale enterprises run fast, once they make mistakes, they may lose all their money, and the sales network that manufacturers have worked so hard to support has to be reorganized.
Midea's air conditioning channel strategy
Midea's current air-conditioning channel distribution model is to set up dozens of regional sales companies through joint ventures by allowing dealers to share shares. ? Only change is constant? This is a famous saying in Midea's enterprises. In fact, the joint venture model is the mainstream of channel reform in the United States, and the areas where joint venture sales companies are established are all areas with relatively mature markets and cannot achieve growth by broadening channels. In gymnastics, Midea's current channel strategy is mainly divided into two parts: one is electrical chain stores; Midea Air Conditioning attaches great importance to the cooperation with electrical chain stores, and has successively established strategic cooperative relations with Suning, Gome, Wuxing, Yongle and Dazhong electrical chain stores. The sales headquarters set up a chain customer department, signed a unified procurement and distribution contract, unified payment, and added some customized funds. Later product distribution, market maintenance, after-sales service, promotion, etc. It was handed over to the local air conditioning branch. Second, self-built channels; Midea company has set up its own branches in almost every administrative province in China, and set up offices in prefecture-level cities. In a regional market, Midea's branches and offices generally manage a large number of retailers through several local wholesalers, who can freely supply the retailers in the region. Wholesalers drive cars, retailers are responsible for distribution, and there are often several wholesalers in an area. The retail guidance price is set by the manufacturer, and the manufacturer is also responsible for coordinating the wholesale price, but it is not necessarily mandatory for wholesalers to abide by it. Although Midea Air Conditioning's branch or office does not directly supply retailers, it will require wholesalers to report the list of retailers. Doing so can establish contact with retailers, on the one hand, we can understand the actual retail situation, on the other hand, we can provide retailers with the decoration of storefronts or booths, send promoters and provide related promotional activities.
promotion policy
According to relevant surveys, consumers in China are the most easily influenced by advertisements in the world. In 2008, the advertising turnover in China reached 654.38+078 billion yuan. The most important thing of modern advertising is to make corporate brands and certain consumption concepts subtly penetrate into people's hearts; I hope that consumers will have a desire to buy a certain commodity after seeing the advertisement. So many companies are willing to spend money on advertising.
What can we learn from Midea's home appliance marketing strategy?
The competition in the air-conditioning industry is becoming more and more fierce. Midea and Haier's current market share cannot exceed Gree, but they are also close behind, especially Midea's electrical appliances. Without considering Gree Electric, it is incomplete and authoritative to study beautiful electrical appliances. As a direct competitor, Midea's performance is inversely proportional to Gree's performance. Midea Electric's 20 13 semi-annual report shows that its net profit in the first half of the year was 2.604 billion yuan, up by 24. 69%. Operating income was 46.282 billion yuan, up 65,438+08.72% year-on-year, and earnings per share was 0.77 yuan. Its revenue growth rate even exceeds that of Gree Electric, which is a good performance. It can be predicted that in the next two to three years, Midea's electrical appliances will enter a period of recovery growth, and it is possible to break through the peak of 20 1 15. Midea Group, which has undergone strategic adjustment, is ambitious, and it is bound to increase the launch and marketing of new products, thus squeezing Gree's market space.
Problems in Midea's Household Air Conditioning Marketing
(A), brand building defects
Beautiful air conditioning in 2008? China's most valuable brand list 4? China ranks among the top six with a brand value of 410.208 billion yuan, which is one place higher than last year, and the brand awareness of Midea has also been significantly strengthened. However, among the three major air-conditioning manufacturers in China, Midea's brand satisfaction and brand loyalty are the lowest.
In China air conditioning brand image statistical survey, from? Are you satisfied? With what? Satisfied? In terms of total proportion, Gree and Haier rank among the best with 86.3%. Gree and Haier have a good performance in brand market share, brand pre-order or brand satisfaction, and their future market position is very stable. Midea air conditioner ranks second in China user market, but its brand satisfaction is only 8 1.8%. Midea needs to make more efforts to improve customer satisfaction in order to better stabilize its market position.
From the perspective of customer loyalty, very satisfied? It is the basic condition to measure customer loyalty, and it is also the basic index of customer loyalty. Through investigation, it is found that Mitsubishi air conditioner users have the highest loyalty, with 40% expressing great satisfaction; The World Personal Brand Lab, together with Wuhan University and Shang Mingde brand organization, released the world's first authoritative evaluation report on personal brand value in Beijing.
(2) The channel construction is not perfect. Midea Air Conditioning now adopts the channel model of wholesalers driving retailers. In a regional market, Midea's branches and offices generally manage a large number of retailers through several local wholesalers, who can freely supply to the retailers in the region. Wholesalers drive cars, retailers are responsible for distribution, and there are often several wholesalers in an area. The retail guidance price is set by the manufacturer, and the manufacturer is also responsible for coordinating the wholesale price, but it is not necessarily mandatory for wholesalers to abide by it. Although Midea Air Conditioning's branch or office does not directly supply retailers, it will require wholesalers to report the list of retailers.
In this mode, after-sales services such as installation and maintenance are generally carried out by dealers, but the expenses are borne by manufacturers. The dealer applies to the manufacturer with the installation card and maintenance card, and the manufacturer pays a return visit to the customer to confirm and settle the account. Accompanying beautiful women? Pingping? With the reform of channel structure, the disadvantages of this model are gradually revealed: the first point is to affect market development; Because the channels of wholesalers are always limited, it is difficult to cover all markets. In order to monopolize high profits, other wholesalers often control the sales volume of this brand not to increase significantly, so as to avoid manufacturers adopting other distribution models, so that some markets can not be tapped as they should. The second point is the confusion of product prices; Because the retail guidance price of products is set by the manufacturer, the manufacturer is only responsible for coordinating the wholesale price, and may not be able to force the wholesaler to abide by it. Wholesalers set prices at will according to their own interests, lacking a binding mechanism. In time and region, the price disorder that consumers can't tolerate the most is endless, which affects their willingness to choose beautiful air conditioners. It also invisibly cultivated the agent's motivation to flee goods, which seriously affected the overall health of the channel.
(3) The promotion method is dull.
The most important thing of modern advertising is to make corporate brands and certain consumption concepts subtly penetrate into people's hearts; I hope that consumers will have a desire to buy a certain commodity after seeing the advertisement. So many companies are willing to spend money on advertising. However, the advertisement of Midea air conditioner is not impressive enough in terms of investment and novelty. The company is more willing to invest money in direct product price concessions. We can see in the market that Midea Air Conditioning takes the form of preferential treatment, profit concession and gift to customers, which shows full respect for customers and makes them feel? Value for money? To minimize the cost of obtaining beautiful products. Although it embodies the pursuit of beauty in today's market, it is simple and low-key, and truly gives back to consumers.
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