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Beijing Youth Daily Tian Ye 2005-06-14 17:52:56
"Mansion fans are specially designed for use in bedrooms, and student fans are specially designed for the ventilation needs of student dormitories. Box fan, small building fan in the office and air conditioning with the use of, in line with the 'air conditioning 26 degrees' energy-saving advocacy ...... "This summer fan store personnel for product promotion, always with a specific use of the crowd. It seems that market segmentation has become the fan industry this year, "key words".
In the air-conditioning industry by the impact of price reductions and increased functionality of products, electric fans, this once existed in every family, now has not been taken seriously at all. However, the fan industry does not yet believe that the fan has entered the market elimination period, and fan companies led by the United States are taking advantage of market segmentation opportunities to recapture business opportunities.
According to the Midea fan domestic marketing department to promote the person in charge of the introduction of He Yi, as the domestic ventilation industry leader, the United States has always tried to fan industry in the market and the product level of innovation and development, trying to domestic fans and ventilation equipment this huge potential market bigger and better.
For a long time, due to the fan industry's profits are relatively stable and brand market area protection prevails, has let some fan brands to rest on their laurels lost the vigor and impetus, and some manufacturers of the products are still stuck in the eighties and nineties of the last century on the style, so that the healthy development of China's fan market has been seriously constrained. Midea believes that it is now the strength to promote the development of the entire industry to upgrade and rejuvenate the vitality of the industry at the critical moment.
In recent years, the U.S. fan to focus on different consumer surveys, in order to win the development of market segmentation strategy "art". Because different consumer demand means different market segments. This can create more points of interest for the traditional fan industry, and customized products or services for each market segment also bring more revenue.
In early 2005, the United States in the industry for the first time clearly put forward the "student fan" segmentation concept, then "the United States student fan" debut in the market. Simple and bright student fan of the United States, adding dynamic color elements, and a unique non-slip device and extra-long power cord, catering to the campus students to move and change the trend of the past campus dormitory monotonous and old-fashioned fan a complete facelift.
And in the last year through a number of consumer forums held in Beijing, Guangzhou, Shenzhen, Dongguan, Nanjing, Zhengzhou, Chongqing and other places to understand that the current high-end consumer groups on the requirements of the fan has gone beyond the simple ventilation of the cool, the appearance of the fan modeling, additional features, etc. have become the focus of the purchase - - To the atmosphere, not small, to the atmosphere, not small, to the atmosphere, not small, not small, not small, not small, not small, not small, not small, not small, not small, not small. -To atmosphere, not petty, to foreign style not rustic. Therefore, the United States fan in 2005 new products, consciously exported overseas best-selling products into the domestic.
As early as 2001, the United States took the lead in Europe and the United States market launched a building fan, and has realized sales of more than 1 million units in the U.S. market, the share of up to 45%. This year, the U.S. application of mature technology and process, for the domestic TOP class, white-collar class, created the building fan, known as the industry's masterpiece, representing the industry's highest level! Midea star building fan completely solved the domestic similar products "small air volume and noise" problem: the use of centralized air duct design, air volume increased by more than 50%; at the same time, the noise is 30% lower than the counterparts, so that users can enjoy the individuality of the cool space.
While some industry insiders said that in the current market environment, product replication is extremely high. And the deep understanding of the domestic market situation of the United States fan has put the vision higher and farther. "The United States not only do products, but also in the minds of the younger generation to seek brand identity." To May this year, the United States fan directly stationed in a number of widely influential colleges and universities across the country, sponsored music, animation, rollerblading and other sports and cultural activities on campus, for the younger generation of colleges and universities in the most fashionable way and the United States brand to build a bridge of communication and identity. He Yi said: "Only in the emotional recognition of these young consumers, in order to obtain sustained product consumption power."
With the electric fan in the style, function and other aspects of the increasingly sophisticated, electric fan selling point is also gradually increasing. This summer, the fan trend with previous years does not seem to be the same: health, safety, multi-function-oriented fan products, is slowly becoming a new consumer hotspot.
In Hefei Suning, five-star and several other large electrical chain stores, people are now difficult to see a single function of the electric fan, functional diversity seems to have become a highlight. The switch has a manual, foot pedal, hidden, wind can be divided into normal wind, natural wind, sleep wind, fan height, fan head can be freely adjusted, some can also be put into the water or ice in order to humidify, purify the air ...... Some fans have a variety of functions at the same time, such as "Lianchuang "launched a claim that" 365 days are useful "air-conditioning fan, set of oxygen bar refreshing, ice crystal energy storage cooling, cell phone backlighting technology, such as six machines in one, with refrigeration, humidification, oxygen bar, air purification, such as seven kinds of functions; some fans are the main focus of a function, such as "Pioneer" launched a mosquito rotary fan, there is a fan even with fresh air "fragrance" function.
With the recurrence of the SARS epidemic, the consumer demand for health products has become particularly strong. In view of this, "the United States" "Emmett" and some fan manufacturers are learning the practice of air conditioning, around the improvement of air quality to make a big article, so that the fan has a negative ion, oxygen bar, air purification and other functions. In the new electric fan, air-conditioning fan is the most common, it has the "Oxygen Bar" function, can be built-in negative ion emitters, negatively charged ions dispersed into the air, thereby neutralizing the air and positively charged smoke, dust, and play a role in blocking bacteria, dust, deodorant function, on the purification of the air, eliminate "Second-hand smoke" also has an effect. □ Xiuping
1999 Electric Fan Market Research Report
Beijing Huatong People's Market Information Co., Ltd. has long been devoted to industry research. Not long ago, Huatong's report on the electric fan industry showed that China's production of electric fans in 1999 amounted to 61.58 million units, down 8 percent from 1998. At the same time, the electric fan industry from 1996 to 1999 showed a negative growth trend (see Figure I, Figure II).
Production: concentrated in Guangdong, Jiangsu, Zhejiang provinces
Sub-regional production, in 1998, Guangdong electric fan production of 51.83 million units, accounting for 78% of the national production. Followed by Jiangsu and Zhejiang, the output of 16.31 million units and 13.81 million units, respectively, accounting for 9% and 6% of the total output, indicating that 93% of the production of electric fans concentrated in the above three provinces.
In 1998, the sales amount of the top 4 manufacturers of electric fans market sales volume share of each: Guangdong Midea Group Co., Ltd. 25.5%, Zhuhai Gree Electric Appliances Co., Ltd. 16.7%, Dongfu Electric Appliances Co., Ltd. 10.4%, Haier Group 6.4%.
Import and export: exports greater than imports
Exports: most to Hong Kong, China and the United States
In the past few years, China's exports of electric fans has been good momentum. In addition to 1996 than in 1995, a slight decline in exports, exports from 1997 to 1999 are on the rise (see Figure 3). In 1999, exports of electric fans amounted to 84.66 million units. However, the export of electric fans has always been characterized by the problem of high export volume but low export value. It is expected that in 2000 the export volume of electric fans will be exceeded by air conditioners, refrigerators, washing machines and so on.
From Figure 4, it can be clearly seen that exports to Hong Kong, China and the United States of America's electric fans accounted for 66% of the export volume and 74% of the export value. Figure 5 can be seen in the export of electric fans export types of volume and value distribution.
Import: almost all ventilation fan
In recent years, electric fan imports have been on the rise (see Figure 6). 1999 electric fan imports of 8.75 million units, compared with 1995 51.6 million units increased nearly 17 times. From Figure VII, Figure VIII can be seen by country breakdown of electric fan imports and distribution by type. Figure VIII shows that almost all imported electric fans are ventilation fans.
Market: there is still room in the countryside
Electric fans are household appliances that entered the family earlier, with higher social ownership, and their production and sales are declining year by year. In the domestic market is relatively saturated, overcapacity, market competition is fierce, the majority of electric fan manufacturers are trying to develop the international market.
From the ranking of electric fan brands, the United States fan production and sales of the first, the domestic market share of 25.5 percent, followed by Gree and Emmett. See Figure 9 for the top 10 brands of electric fan retail sales.
From the major brands of production, in 1999, the United States production reached 11 million units, accounting for 31% of the total national production.
Research through Huatong shows that Chinese residents have reached a high level of ownership of electric fans, and that demand in the market comes mainly from two segments: household renewal and new households. At present, electric fans have become saturated among urban residents, while in rural areas, the average ownership of electric fans has reached 77.7%. According to the survey, within five years of rural residents have 11.2% of families have the intention to buy electric fans, which intends to buy within one year of the family accounted for 5.3%. A multi-family machine has been more common. The southeast coast and central economically developed rural areas, the purchase of electric fans have shrunk, the entry of air-conditioning crowded out some of the electric fan market share.
In addition, as a result of the general price cuts in home appliances in 1999, making the electric fan price cuts. In Beijing, for example, the largest price cuts in electric fans, up to 15.9%.
Market forecast for 2000
Huatong's researchers found that the output of electric fans from January to May 2000 was 30,599,200 units, a decrease of 1.1 percent compared with the same period last year, while the output of electric fans in May was 10,359,200 units.
According to the State Information Center experts predicted that the demand for electric fans in 2000 for about 53 million units. In addition to continue to maintain the export performance of electric fan products, the domestic market partially replaced by air-conditioners, product structure has also been adjusted, at the same time, the market has many new products on the market.
Beijing Huatong People's Market Information Co., Ltd
Fan Market Management Upgrade
◇Font: [Large Medium Small] Leave a comment Source: Beijing Youth Daily (05/08/02 00:00)
At the General Electric annual meeting in 1996, the legendary CEO Welch brought Six Sigma to GE for the first time and achieved GE's reputation as a quality and service legend. Global quality and service legend, and Motorola, Hewlett-Packard and other well-known companies have not gone through such a metamorphosis course. A few days ago, the United States fan also formally announced: the start of Chinese home appliance companies the first "6sigma" program. This means that China's home appliance companies officially have the same production standards as their international rivals.
The Chinese medicine treatment of hypertension to obtain significant results
So "6sigma" is a thing? Is it really so powerful? As the domestic six sigma management expert Go Zenning pointed out, the implementation of six sigma standard is the Chinese enterprises "thrilling leap". For Chinese enterprises accustomed to departmental management, to further enhance the level of six sigma process management, enterprises must first have an international management foundation, with the industry's leading production scale.
But with the expansion of the production scale in recent years, the intensification of market competition, raw material prices and other peripheral factors, so that the fan industry as a whole has entered a micro-profit era. In the face of such a grim situation, the United States fan realized that rely solely on the original quality system and standards is far from enough. To continue to lead, we must reduce manufacturing costs through a more advanced management model, and shorten the distance between international trading partners and competitors. Therefore, the process management-oriented "Six Sigma" standard has become the introduction of ISO and ERP of the United States fan breakthrough management "bottleneck" of the road. What exactly is the "6sigma" management system? According to the U.S. fan quality assurance department responsible person: "Simply put, 6Sigma is a continuous improvement of product quality, so that the product failure rate tends to be close to zero quality management methods."
A company using "Six Sigma" standard management, the ultimate goal of its efforts is to achieve "six nine", which means that in every one million opportunities to make only 3.4 mistakes, that is, each time to achieve 99.99966% correct! This can be said to be the most stringent production management and quality standards that international manufacturers have set for themselves.
Since 2002, GE Welch through his autobiography, the "6sigma" management system introduced to China, there have been more and more domestic business managers to "6sigma" as their own business management and development of the highest goal. The highest goal of their enterprise management and development. But "6sigma" as a design, production and other departments *** with the collaboration of a huge management project, the key to its success not only comes from the size of the enterprise and other "hardware" factors, but also from the highest decision makers and production management team's overall awareness and determination. The overall awareness and determination of the team. Therefore, for enterprises to truly realize the "6sigma" management standard is definitely a high degree of difficulty test.
"Midea fan to consolidate the position of the world's leading fan brand, to open up the gap with competitors, it must be a thorough reform, so that the enterprise turned upside down, so that Midea fan to become China's home appliance industry to realize the '6sigma' management standards of the forerunner! All existing processes in the enterprise that are not conducive to the implementation of the process should be reformulated, and all personnel who hinder the implementation should be kicked out of the ......" said Zhou Zhengfang, general manager of Midea Fans, at the project kick-off meeting.
And for the industry, the United States fan the introduction of 6sigma management system demonstration, will undoubtedly promote the entire industry to improve the level of management. At the same time, accelerated the low level of management, poor operational efficiency of the natural elimination of enterprises, and promote a more effective allocation of social resources. So in the long run, the majority of users will ultimately benefit from this, they buy more to meet their individual needs, higher quality products, so that the quality of life continues to improve.
Shanghai market fan quality is low
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2005-06-30-05:19 People's Daily Online -East China News
Shanghai, June 29 (Xinhua) -- Supervision and sampling tests announced today by the Shanghai Municipal Bureau of Quality and Technical Supervision (QTS) showed that the phenomenon of low price and low quality of electric fans is common in the Shanghai market, and of the 68 kinds of products sampled, 40 kinds were qualified, with a sampling pass rate of only 58.8 percent.
The electric fan manufacturers and products with serious quality problems are:
Shanghai Jiamei Department Store Branch, Wuxi Meiju Electric Appliance Company and Neptune Electric Appliance Company's "Chrysanthemum" rotary fan; Shanghai Changjiangkou Hardware and Electricity Co. Yunma" series of deluxe fan; Nanhui innovative shopping center sales, Nanhai City, Lishui Jiang Ling home appliance company produced the "Zhimei"
Turning fan; Nanhui innovative shopping center sales, Foshan City, Shiban District, Jin Ying Wei Plastic Fifth Golden Electrical Appliance Factory production of the "Jinhao". "Jinhao" fan; Shanghai Business Center Home Appliances City market sales, Shanghai Huasheng Electrical Appliances Ten Factory production of "Hua ten" AC wall fan; Shanghai Jiu Xing market sales, Foshan City, Nanhai Yi Diamond Household Electrical Appliances Factory production of "Jin Geli" AC wall-mounted fan; Shanghai
Shanghai Brick Bridge Trade City sales, Changling (Group) Corporation Zhongshan City Shihe Electrical Company production of "Changling" AC desktop fan; Shanghai Brick Bridge Trade City sales, Foshan Nanhai Eagle Drill Household Appliances Factory production of "Eagle drill" desktop fan.
(Jijian)