20 years old , the United States needed

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20 years old, the United States needed

Wen / Ye Guinan from 2006, is Huang Guangyu harvest year, the United States acquired the third largest home appliance chain in China Yongle, like Lenovo, Haier, like, crossed the threshold after 20 years of age, the United States has always been whether the development model may face the challenge of qualitative change .

2005 end of the year, Gome Huang Guangyu, the head of another to create a brand new home appliance chain - Eagle Electric, Eagle electrical appliance chain located in the high-end brand, changing the country before the U.S. low-cost appliances brand image and reputation of the brand mark the bad low. Today, however, seems bleak Eagle Electric, operational difficulties from time to time the news leaked. Eagle Electric how a future? Eagle Electric's brand can really be successful? To answer this question, we must look at how IKEA's continued to build its own competitive edge, how successful? We would also like to major chains like Wal-Mart's success in learning is the essence of what?

management article published in vPro line | / darticle3/list.asp? id = 67476 | 26
sell lifestyle is the essence of IKEA

visiting the home stores, is a life? Yes, there have been in the IKEA shopping experience so friends will answer. Just because the home store is nothing but IKEA. While in 1998, IKEA entered China, the current is only opened in Beijing and Shanghai and Guangzhou have one, but as the world's largest household goods retailer, IKEA adhering to the into the booth design elements and more Chinese local human care, to become both a global and localized to optimize the home lifestyle brand. 2 0-year-old Rui Bo, the country manager urgently need to control the United States

the first time into the feeling of IKEA, I asked many friends, many people and I feel the same, can not wait to Ikea to move everything inside the home. There is also the same kind of feeling, dozens of IKEA showroom, each of satisfaction, hope your house from IKEA furniture to decorative items, and exactly the same. IKEA overall feeling is simple, stylish, warm, fine, here, all of our products, imaginative, bold and innovative, there is no strong sense of industrial products, replaced by a human. In romantic music and elegant environment, so that shoppers feel good. IKEA does not promoters, in addition to people to clear the display of product use, there are some simple black and white people to pay more attention to it.

IKEA shopping environment is very focused and detail considerations. I found many small bed next to the escalator, was nailed with plastic plates, the main reason is to consider the child's safety, parents are too afraid to focus on products, ignoring the kids climbing the escalator. In addition to a warm and lively children's playground, providing beautiful and delicious food outside the restaurant in Sweden, IKEA has a innovations, consumers can in getting goods from the warehouse shelves, which gives a reassuring feeling. For example, in a place to sell a chair, IKEA will be in black and white poster read, What kind of function. If you mean to tell you 8 hours a day to be sitting in a chair, then the chair must be able to adjust the backrest angle.

these details and concepts seem to constitute a people to become loyal customers of the reason for IKEA, but IKEA is the appearance presented to the people. In fact, the author sums up the essence of success seems to IKEA the following points: First, IKEA sells a life experience, not products. As the saying goes, third-rate companies sell products, companies selling second-rate brand, first-class corporate sales culture. If the United States to sell the product, we are not hard to see, IKEA sells a lifestyle. This way of life is a life of simplicity and fashion concept.

Second, the IKEA design system. IKEA IKEA products are by the designer according to good ergonomic design, make the manufacturer according to their design requirements for production, while IKEA also has its own designers,[link widoczny dla zalogowanych], to provide interior design solutions for the family. Therefore, the product design has always been throughout the whole IKEA manufacturing and sale of the entire processes.

Third, the logistics of the distribution system. IKEA in the In order to achieve these into the right domestic distribution warehouses and so on. Life style of the IKEA supply chain needs of the whole process of accountability, the need to control from the factory production, packaging, warehousing, transportation of the whole process of implementation, need to control from requirements to design, forecasting, inventory, promotion program the whole process.

above three points, can be said to IKEA as a chain with its own core competitiveness of the substance.

States United States the substance of their competitive advantage

domestic home appliance chain enterprises developed rapidly, was born like Gome, Suning and a number of home appliance chain enterprises. Looking at the past few years States United States and major household electrical appliance enterprises are the contradictions, we are not ugly abroad Gome, Suning, Yongle and other enterprises to expand more into the basis of their own at the expense of corporate interests, so some expansion mode in recent years Such as the expansion of the country before the United States has two main sources: First, by virtue of its network coverage and a larger market share advantages, there is no opening in the new store before the request to all businesses want to come in slotting allowance, shop fees, sponsorship fees; the second is more than one way to shop for mortgages and other new store shop in the bank to get money, and so on. Somewhat more than two means enterprise Why? Gome stores in which their various home appliance brand sales staff are all business, and country the United States provides billing and trading place for it.

greater the number of stores close to saturation when the time, markets types of chains close to death. The problem is not either move closer to the life style of the model, but rather in what way and to what extent to move closer. Jiang Ruxiang United States who have been successfully concluded two points, he said: First, it represents the sales of home appliances from the The whole excess of economic transformation process to the transfer of power, over-supply manufacturers have China's rich story.

In fact, the United States to carefully analyze the source of their profits, then we can easily analyze their path. Way of their profits from the development according to their own can be divided into four phases: the first is to earn net price. Most representative of this stage is the most major source of profit for dealers appliances, but also started the first primitive accumulation of fortune; the second from the manufacturers and suppliers for profit. Dianqing present numerous fees, site fees, rebate and other end of the chain is the source of profit; the third is the supply chain optimization. For example, centralized purchasing chain, such as customization and outright; fourth stage is to its own brand, management, service to profit. States United States more of their future positioning in the management-oriented enterprises, will attract more retailers to join the brand will join the party output, output service, output management, then the franchise's initial fee, management fee, profit sharing will will become an important source of profits. Currently the country is basically in the United States the profits of their first two stages, mainly because they are immature and funding expansion mode.

the existence of these reasons, the United States have led the country into a If this problem is not solved, then the United States for their future sustainability is questionable, even though the country the United States to create a new brand out of the country does not fundamentally change the direction of future development of the United States have.

have to IKEA United States are studying?

IKEA and the country as the United States we have clear competitive strategy analysis in real terms after the United States we can see what areas they should make the transformation, completely changed the mode of growth of enterprises, establish the core competitive advantages and core competencies strategy.

United States from selling their products as soon as possible to sell the brand and sell the direction of cultural transformation. United States of their fair trade market is actually not really take into account the needs of consumers, but a typical sales-oriented, rather than a market-oriented. Why? Gome stores in the products are provided by the manufacturer of each product, these products are produced according to the market enterprise, the United States have even customized products sector, enterprises will be based on such factors as the cost of manufacturing is not the market demand for most products, and IKEA have Early intervention is taken, from design and material involved in various aspects, so that in fact the upper reaches of the supply chain IKEA has begun its culture and ideas spread. Sell products from the point of view, in the IKEA needs to live according to their own experience, according to its model shop can choose their favorite form of purchase of home products, customers can install and experience the joy of labor. Buy their own furniture when installed and laid out, customers naturally have a pleasurable feeling. In labor, in the purchase process, experience is a life experience is a feeling. More and more home appliances and digital products constitute an integral part of our lives, in fact, in many ways to do it from the company, the output should be the brand's philosophy of life is easier. Make life in Shanghai Yongle Electric Appliance, Yongle living museum is an active exploration, and gradually to sell the direction of culture.

current Gome brand reputation and loyalty is not high, if there a better brand of home appliance chain, and quality service provider and the ability to obtain new brand recognition, then the country the United States who is undoubtedly a heavy blow and the United States would seriously divert their customers. Just think, if IKEA began selling large appliances, it would mean that a country the United States a heavy blow. As the country's new brand of the United States located in the high-end Eagle Electric, the country must be the U.S. brand with the formation of the traditional segment, and even consumers do not know Gome Group, otherwise they would have not conducive to the brand's association. States United States the two brand strategy can solve the country's image of the U.S. low-cost brand, a brand of high, medium and low tier. However, the emergence of new brands will be on the States United States personnel, operating mode has a new challenge, and if still using the old way of thinking to start a new brand operation, then the Eagle Electric will be the next country the United States.

training providers and chain stores, win-win cooperation. This, we want to see Wal-Mart, Wal-Mart's will No added value here is only the transfer.

relationship between merchants and manufacturers should be both struggle and cooperation, in the interest should be The growth of the country's history of the United States does, is simply a manufacturer's We often see the market swinging from the United States a number of brands on a large scale, Today by the club to play West home, tomorrow to play by another owner, by continuously suppressing enterprises, and achieved their The manufacturers do? Wal-Mart is

foster a lasting competitive advantage, is in line with business ethics, and the United States means the country is more use of short-term interests, it is not compatible with the competition code of ethics. IKEA and suppliers through close cooperation, the product design, drawing and self-understanding and other requirements of the product to the supplier, the supplier produced according to the requirements of IKEA, IKEA and based on reasonable price in the market for the sale, supply providers can obtain a stable product from the IKEA design and material selection, market demand and other information, to create the products needed for the IKEA store, can be described as a win-win in cooperation. 2 0-year-old Rui Bo, the country manager urgently need to control the United States

States United States we should establish a strong distribution system and good supply chain. States United States model is based on the current issues facing the retail supply chain is too short to obtain the distribution of the right to speak too much, this imbalance can not be maintained long-term relationship, or ultimately the loss of the right to speak, or extend their supply chain capabilities. If the country the United States were able to collaborate with suppliers, the suppliers inventory, chain headquarters inventory, store inventory integration have focused on one point, and then from that point directly to the consumer's home delivery, such as LCD products to supply chain cycle from the current more than 1 month reduced to 10 days. For all of the machine suppliers, so that the supply chain must have a strong appeal. For a multi-product, multi-vendor chain for new products such as LCD supply chain opportunities every day in different regions and different suppliers, different products, different links appear. If for every opportunity to build a system, a logistics system, then, never have the opportunity to build a real life supply chain bearer.

from these perspectives, the States United States to the IKEA have to learn the time.

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