Sell Has been in a tepid state. July 2005, the United States into a high-profile group of electric pressure cooker market, quiet electric pressure cooker market for many years whether the use of well-known
Brand Promotion of active, how should companies respond to the industry, this article attempts to do a simple analysis of this issue, discuss with colleagues.
First, the advent of electric pressure cooker at home
Market-based rice cookers Competition More intense search for new profit growth point, in 1998, Yung-Sheng has introduced new generation of domestic product? Electric pressure cooker. The product is flexible pressure control, dynamic seals, outside the capping, the displacement can control power switch and other new technologies, new structures, sealed cooking, pressure continuously adjustable, solve the pressure cooker safety, lifting the ordinary pressure cooker troubled consumers years of safety hazards; the thermal efficiency of more than 80%, saving power (than the regular rice cooker
Saving More than 30%). Because this product has a relatively unique selling point, "many stars" and many other companies quickly followed, a few years down the melee on the formation of the current situation.
Second, the current strategy of several major manufacturers of
1, to "create Di" as the original sent on behalf of the technology:
Sound in content, the emergence of several companies focused on production of pressure cookers, the highest Di is one of those cunning dumplings. Because of their strength enough to open their own situation, so have to take Quxianjiuguo strategy, with its more excellent technical strength and large-scale production capacity for domestic OEM production of several enterprises, while companies using its service the forces of the sea by boat, launched its own brand, occupied part of the market.
2, with "Double Happiness" as the representative of the civilian idol:
Since 1964, produced since the first oral pressure cooker, Double Happiness cookware industry in China will establish its position, aspect of China for decades. With the pressure cooker market saturation, a sharp decline in profits, companies need to find new profit growth point. Therefore, the double happiness will be targeted in a related product electric pressure cooker, pressure cooker industry with its huge reputation, and the use of OEM production of low-risk way of faster output, product positioning at medium and low, to use its existing sales network quickly obtain a certain market share, enterprises get the corresponding profits.
3, the "boss" as the representative of the high nobility to send:
Old hood, Zhejiang enterprises "boss" electric pressure cooker advance industry, market operations to maintain its usual practices, product positioning in the high-end, with its relatively strong financial strength and differentiated product design, to small-scale
TV ads Aerial pull and other media, occupied the high-end market.
Third, market status: 1, products in the market cultivation stage;
Since 1964 in Shenyang, the first since the advent of population pressure cooker, with its easy fast section, delicious and quickly occupied the Chinese market. Into the eighties, along with the energy shortage and safety factors, the rapid rise of rice cookers to become a new choice for most Chinese families. Currently, most families also have a pressure cooker and rice cooker products.
Electric pressure cooker since launch, the market has not been able to effectively start, still in the market cultivation stage.
As a new phenomenon, to people, has received approval of consumers, must invest a lot of resources related to the spread of education to enlighten consumers. Unfortunately, most of the relevant manufacturers do not currently have this capability, which can only add it as a market product to sell. Casual Internet search on "electric pressure cooker," information few and television media only "boss" and a few other brand doing a small amount of publicity. As the scale do not increase, production costs remain high, leading to the final product price and the current mainstream Chinese consumers still have a certain distance, therefore, electric pressure cooker is not surprising as the marginal product.
2, the market in the Spring and Autumn Period, Qin and Han dynasties rudderless.
Current rice cookers and other small appliances increasingly competitive, profit plummeted, in this context, many manufacturers are looking for new profit growth point. Because pressure cookers are new products, relatively substantial profits, and low barriers to entry, so a large number of SMEs and to successively owned. Manufacturers are now mainstream products as the rise of the pressure cookers profit arms, not for market, but for efficiency, mainly reflect the small investment for the company, required return, everyone keep his own one-third of an acre of land, the market as backwater. This is the current domestic
Sound Very similar to the market!
Fourth, the United States of involvement of other major brands
World affairs long period of division.