Microwave Switch
2009
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Microwave Switch
07 inventory of the Chinese Microwave Oven: Haier delisting Sanyo exceeded
Gone through nearly two years of silence, China's microwave oven in 2007 can be described as magnificent. Haier delisting, steamed format war, Yuyao Chang back Glanz, Sanyo microwave oven excessive heavy metal, breaking the U.S. market share 40%, from beginning to end, China's microwave oven market has always been news. Each event, all in the microwave market caused great shock, when those loud voices gradually calm, residual sound we heard the pattern of China's microwave oven market, quietly fissile signal.
1, Haier microwave oven delisting
6 15, Haier announced the closure of microwave production line, from out of microwave oven market. Samsung, LG microwave ovens have quit the Chinese market, another giant fell to the microwave oven home appliance market, can be seen fierce competition. Statistical data show that the United States and Galanz two companies share the market in the microwave oven and more than 90%, yield less Haier microwave oven, there is no cost advantage, profit poor were forced to withdraw from the direct reason.
Since the 90s of last century after the microwave oven to enter the Chinese market rapidly expanding, the household electrical appliance enterprises have access to, but because they do not have core technology development, product features similar to the single exception fierce market competition. The beginning of this century Galanz price war launched by the industry profits are directly led to sharp drop in speculative enterprises have shut down, even if Samsung and LG also adhere to such international giants and had to quit after a while.
Haier delisting once again that the price war can not help the microwave out of the woods. As an exotic, the development of microwave ovens must be based on the needs of Chinese consumers, promoting technological innovation to increase value, become the family kitchen really needed, rather than simple price competition.
2, the United States in the microwave oven market share 40% breakthrough
Chinese microwave oven market structure changes quietly. According to the PRC, monitoring data show that in September, October, the United States in the microwave market share has soared from 29% early to 40%; and this corresponds to that Galanz market share slipped slightly, from 53 in early % to 46%.
According to analysis, the United States benefited from rising sales of the way with innovative products and innovative marketing system. Since entering China microwave oven heating tool as there has been. In 2004, the U.S. hegemony and innovative products to give microwave God God of Cookery "steam" function, because application upgrade, product sales grow steadily; "Sharing Value Chain," Marketing innovation is the distribution of profits by breaking the original model, the United States and the microwave oven sales profit with distributors, agents, Shopping guide as well as the end consumer linked incentives to work at all levels of ground-breaking. Furthermore, the United States in the microwave in the CCTV's debut play a positive overall sales promotion.
Beauty of speed and momentum of rise of another great pressure Galanz market giants. In some regions, the U.S. share has been fully than even Glanz. In Nanjing, Wuxi, Shanghai and other major cities in sales, the U.S. share of up to 10 percentage points over Glanz; in Yunnan, Heilongjiang province two sales, the U.S. share of 14.3%, respectively, and 15.07 leading Glanz %. It appears that the reform experience pains of Galanz is likely to continue relatively sluggish performance.
3, China Association for Standardization hand the introduction of the United States, "steamed standards" led to hot
4 16, China Association for Standardization (CAS) in Beijing issued a "domestic microwave oven steamed functional requirements and test methods" (code: CAS150-2007, hereinafter referred to as microwave ovens "steam" standard). The standard is the first global microwave industry standard steam function. "Steam" to promote the standard to fundamentally change the consumer perception of fixed microwave product features, microwave ovens will be the direction of the rapid development of new applications. Industry insiders, the United States of "steam" Standard of the industry will change long-standing "price war" situation, guide the enterprises to enter the technological innovation of a public-oriented competing phase. To some extent, the United States of "steam" promulgate standards indicates that the value of the industry will enter a full return.
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