Raw material prices rising, home appliance enterprises are facing increasingly heavy cost pressures, and subsidies to stimulate the national policy have quit, leaving the appliance business sense of pressure: one is that cost pressures continue to increase; the other hand,pvc color film market competition intense, the risk of increased product prices. In the cracks in the home appliance marketing companies today have started to integrate fully the existing channel resources, marketing operations to improve efficiency, reduce operating expenses channels to the efficiency to effectiveness.
Internal integration
Improve thepvc plastic film operational efficiency of existing resources
Appliance industry mergers and acquisitions, not new. Like the United States through the acquisition of Rongshida, Hualing and Little Swan to form the United States, the white line, through the acquisition of Hisense Kelon, Rong Sheng, Department of pvc shower curtain the formation of Hisense Kelon and so on. Chinese home appliance industry, Matthew, Army operations, scale advantages are gradually gave birth to the appliance industry, oligopolistic competition pattern. And thus ultimately from upstream raw material procurement, color film research and development to downstream distribution channels resource sharing. If the appliance giants after wave of merger integration of North and South battle enclosure movement, the recent emerging of internal integration, is the full-fledged giants in the careful combing feathers, think about how 1 +1 is greater than 2.
Since the beginning of this year, Qingdao Haier, Haier Group announced major shareholder integration plan, after only six months,plastic film Qingdao Haier has made substantial assets into the action, aimed to open up the white chain. In the just-concluded seventh on the board of Qingdao Haier, Qingdao Haier to 1.88 billion yuan transferee Haier Group and its subsidiaries hold shares of 10 companies. To die, plastics, specialty steel company based upstream package sold 10 companies in Qingdao Haier. This means that many complex before various Haier, will focus on two major brands as: a full-time production of Qingdao Haier; another is a marketing, logistics and channel as one of the Haier.
This internal integration, the United States is also in progress. Since last November, the United States 60 offices nationwide channel integration of the General Assembly was held in succession, the three categories, all four brands in the integration, which is the largest in the history of the United States an integrated marketing, also 10 years to pursue Division system of the United States to change the first step matrix. "Said the concrete is to share resources. The original marketing headquarters for China Midea Group is a marketing platform in the various marketing company independently, such as living selling electrical products, microwave appliances sales company, selling electrical products, the environment, the whole kitchen sales company, quality appliances Sales companies are independently operated, and some scattered. integration, will build a more integrated platform, the original rope pull together a few, while the integration of the biggest marketing objective is to reduce operating costs. "U.S. One insider said.
Another appliance giant Hisense internal integration are quietly underway. In March this year, Hisense Kelon official farewell Ronggui marketing company, headquartered in Qingdao Hisense Group for office. Hisense Kelon according to deputy general manager Wang Ruiji marketing company statement, the relocation is to integrate Hisense Group, two black and white business synergy. After taking the first step in the internal integration, currently being piloted Hisense Army divisions are also marketing, the channel will Hisense's white, black integrated, unified marketing, chain channels, e-commerce operations and other aspects of synergy effects the ultimate goal is to enhance the efficient use of company resources.