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Experts Said China Played The United States And Suning "independent Marketing Brand," Contrary To
Golden Week business war has not yet officially opened, Gome, Suning, "two tigers" between a focus on "independent marketing" campaign of public opinion has begun. September 18, Suning Appliance Hitachi TV Independent distributor of news, a large number of major mainstream media in the country and site. Almost at the same time, a "more than a dozen domestic and foreign famous brands to select only States United States Sell Platform "news also appeared in the public eye.
Two chain giants played the "independent marketing brand"
Suning party declared, "September 17, following the afternoon news Whirlpool air conditioning, water heaters, washing machines and other joint venture Electrolux brand and an exclusive underwriting Suning Cooperation After recently, another joint venture brands with Suning Appliance, Hitachi color TV also signed a unique marketing agreement, announced in the '11' ago from Suning Appliance Chain discount channels other than the dismantling of all, post all of the color TV products will only In Suning Appliance and some department stores, specialty stores and sales channels for the sample. "(Source: Suning Appliance official website)
State party was declared the United States: "National Day eve 2009, the National US joint Yongle, Dazhong, triple large single purchase at 18 billion yuan Tender Will, surprising not only the procurement of large scale, and found a dozen famous chain of home appliance brand in the appliance platform channel selection and GOME only exclusive. Among these are Haier Small appliances , TCL air-conditioning, Electrolux air-conditioning, Xiamen Overseas Chinese color TV, Sanyo color TV, Ferroli water heater, CANDY washing machines, BEKO refrigerator, and cherry, to the rate of general field kitchen products such as ... ... "(Source: Gome official website)
Face Financial Crises of, slowing the rate of expansion gleaned from its first stores, Hyatt tide hit, performance, and comparable store sales growth slows down, "defeat" of the two giants, until the "independence off" before the advent of war, may have reached a tacit understanding " live in peace, quiet unusual. " However, new channels in the same industry of Yangzhou Exchange Bank, Zhe Jiang Baicheng electrical appliances, electrical appliances and other big business, and online shopping, comprehensive supermarkets, TV shopping channels such as manufacturers of self-built channels for different industry competition, rapid development momentum, step tight cases, the two giants finally "unanimously" and brings up the "independence sell" magic weapon.
At the same time, Five Star official website showed that following the Best Buy own brand (PB) film Ya INSIGNIA "51" Five Star during the sale of 20 stores exclusive to achieve good results, the impact will Ya National Day this year, before re-entering the five-star 80 stores out of sample sales. Time, Five Star will have 100 exclusive outlets called the "green home appliances," said the shadow elegant LCD TV. Sales region encompasses the Five Star's Nanjing, Wuxi, Hangzhou, Henan, Sichuan and Yunnan, 14 Division.
Independent marketing is the "double-edged sword"
Industry that is also sold alone, but have a fundamental difference. Ying Ya (INSIGNIA) as Best Buy's dozens of brands of PB, video Ya Best Buy LCD TV is the way by PB commissioned the production of own brand products, and as the first full series through the Department of the United States " Energy Star (EnergyStar) LCD TV brand, which received the "green appliances" reputation. However, Hitachi, Whirlpool, cherry, Xoceco, Sanyo, can rate the public is the market brand. Whether its history and future development, the independent sales channels that will exclude the other, seriously affecting the right of consumers to facilitate the distribution pattern, are yet to be corrected.
Needless to say, "independent marketing" has become the Gome and Suning claimed differentiated goods Marketing Part of the strategy. Meanwhile, due to inadequate market competition factors, "independent sales" of goods clearly have considerable differences in profits. However, the independent marketing model Mishap lie be interpreted irrespective of whether the two sides were unable to remove the alleged violation of "fair trade retailer and supplier management practices," and "anti-monopoly law" and other relevant laws and regulations, guidelines for fair competition is suspect. Although, GOME, Suning whether to take mandatory measures stress suppliers not to supply other retailers or provide sales and service is subject to regulatory and further identified. However, it has constituted a "limited vendor or supplier to other retailers to provide sales and service," the facts.
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