继彩电，冰箱等开始“反攻”洋品牌赢得了这场战斗和之后，家电业{zh1}一块“净土” -小家电也发挥了“挑战洋品牌”的最强音。最近，由“进口家电一把手”转型代理人成为广东省一个小柳州的集团家电制造商宣布，将在国内市场家电产品为主导力量。

“质量中国家电市场，国外品牌的正面已到了对抗的时代。”柳州组凤平，副总统时代记者在最近的采访中，相对于美，格力，海尔，格鲁吉亚兰仕如家电巨头已经到水壶，吸尘器等家电领域的清洁产品，渗透的做法，龙会选择一个吸尘器，电动剃须刀和电热水壶，作为突破口核心产品布局榨汁机机翼，迫使国内家电市场的产品。现状利润

只精品xx家电行业

信息时报：设备已进入低利润时代，你认为你已经被称为“黄金的小家电行业，特别是”{zh1}一桶质量家用电器，前景是什么？冯志强平

：闯入厨房，小家电电器，家电，以及西方生活小家电下来，小家电西式就是我们所说的“家电产品。”中国的家电市场研究小组的研究资料显示，到2007年，小家电产品的国内销售额将达到1000亿元，高峰期将不低于预测1500.00亿元，国内电器制造业，而只使用手机可以。

从现在开始，国内城市和城镇中有许多小家电产品量远远低于欧美国家，但随着人民生活水平的提高，对优质家电的需求将会显示高速增长，真空吸尘器，果汁机，吹风机，加湿器等产品将被流行的消费电子产品市场。我期望在未来2?3年，中国的小家电在家电行业的家电产品将进入一个黄金发展阶段，市场需求可能是一个突破性的一年增长30％。目前，除了
柳州
，有海尔，美的，格力，格兰仕，方太，老板，万家乐，苏泊尔十几个行业巨头，有权水壶，面包和其它小家电产品领域的西方渗透，一直由小家电粤西董篱嗯秦开集团选择了球迷电器，电饭煲，电磁炉3类为突破口的产品。从今年开始，家电产品的相互渗透将是新一轮竞争的开始。利润的家电泥潭时，需要的是勇气和战略，龙的概念被市场作出豁出去。

过渡代理人概念的道路并不需要对自己的品牌建立长期

信息时报：龙是最成功的小型家用电器，“副国王”为什么放弃一块大蛋糕，家电制造商转型使产品？冯志强平

：过渡确实使企业的过程中的阵痛。柳州集团或新东部时间集团的前身，它已成为惠而浦，飞利浦，松下，好运达，LG公司，以及许多其他外国在中国地区总代理商的市场品牌，近200000.0万元的年销售额。

然而，随着1999年中国“入世日益风”，该集团领导人龙认识到对国外品牌的嫁衣“道路代理人”不会持续很长，所以决定停止代理业务，重投内置一十点〇万平方米的阜沙工业园，生产自己的产品，和“龙的”在国内企业家品牌，开始真正途径。

目前在我们有超过20个省级营销中心，建立5个3000万元以上的省级基地更多的销售办事处，建立国家，成千上万的终端市场，售后服务网络覆盖所有销售区域。可以说，中国制造的产品，我们创建了一个家电业的新时代。

销售渠道分销商和商店合并有更多的定价能力

信息时报：在“渠道为王”的时代，如何规划柳州电器的销售渠道？冯志强平

：不同的家用电器，小家电的销售模式更加灵活的销售渠道的表现，也更加多样化。此外，大家电的情况相比，过度依赖超级市场，在营销渠道的小家电产品变得分散。由于该产品的生产商定价有更多的控制，可以保证合理的利润幅度，使小家电产品更传统的交易模式，超市的执行情况，百货公司和超级市场这两种战略的依赖。

在中国的小家电营销渠道的大部分地区目前正在发生变化，主要是因为家电连锁，有23个进入市场，在家电的漂移区购物区造成的。从总体上看，小家电，是家电连锁，连锁超市，百货公司几大板块格式的主要销售渠道，在网络营销板电位耦合。

事实上，所有的小家电，企图实现“小家电，大营销”，品牌的梦想，所有的小市场所面临的品牌，基本的网络是一个相对稳定的格局。国美，苏宁家电这些网络的终端稳定已迫使小家电家电制造商分布在董事会，如柳州电器店战略，在商店做“店。”首先是良好的xx形象。简单地说，是前三甲的位置，一个足够大的面积，已如台湾演示堆头，并在同一时间，龙将成为家电商店形象优良码头，到商店的数量形象进军，柳州创造大面积的终端新形象。柳州店，今年，大面积店面形象，开放的100个目标，开设了70预计将布局150年底前完成。

二是持续的终端演示。将榨汁机，吸尘器，电熨斗，并通过示范柳州其他产品说服消费者，在演示过程中，可以行使而柳州一个有凝聚力的团队。三是抓住开幕，周年纪念，xx，51，11，如节假日，期间主要的销售，并把握每个流程时间，提高销售业绩和品牌意识。

国外品牌的竞争，不应有区别可怕

信息时报：目前，飞利浦，松下等国外品牌牢牢地占据了整个家电质量70％以上的市场份额，其核心产品，电动刀是占领整个中国百分之七十五的市场份额，在这种情况下，国内品牌和国外品牌如何匹配？冯志强平

：在家电行业质量此前，国内品牌大多是难以撼动的外国品牌，以下三个原因：{dy}，一个强大的国外品牌，如飞利浦产品线，整体实力较为完备，产品线，他们知道彼此的市场领导地位，二是对家用电器质量的技术门槛相对较高，受技术限制，许多国内品牌，只能走在市场的边缘，其三，消费者对质量家电产品，性能，外观和时尚等，即产品的价值具有很高的要求，而对很多品牌目前很难做到的。飞利浦

这样强大的竞争对手，面对国际市场，国内品牌，成功实现突破，必须有自己的战略目标和实际情况，按照以实际业务战略。

到为例龙，自1999年以来，我们必须采取迂回战术，走差异竞争路线，选择飞利浦薄弱的产品线，如电力，水壶，吸尘器，榨汁机等产品。经过几年的努力，龙已成为全国{zd0}的家电品牌的产品，一个是2005年的200亿元销售额的突破，主要销售的产品中{zyx}的运动员。事实上，国外品牌

不可怕的。飞利浦公司和其他外国品牌在中国目前主要是通过国内业务区域总代理制，它们在市场上的控制工作的范围和影响力远不如消费者与柳州熟悉程度。随着在美国，苏宁和存储支持其他战略合作伙伴国家的支持，从柳州的电刀目前失踪在该国1000多一销售终端全面上市。业务档案

从广东剂制造商过渡

集团柳州的前身-新东方集团，美国已惠而浦洗衣机，微波炉，荷兰的飞利浦小家电，松下小家电，小家电好运达德国，韩国LG洗衣机，微波炉及其他外国在中国地区的总代理市场品牌与近200亿元的年销售额，成为“进口家电的代名词。”

1999年，新东方集团，决定停止一切代理业务，同时投入巨资兴建的一〇 〇 〇 〇 〇平方米阜沙工业园，生产自己的产品，和“龙的品牌在中国”开始了真正意义上的路径企业家精神。

经过7年的发展，柳州集团已发展成为一个家庭为核心，业务跨家电电器，照明，电子技术，贸易，进口和医疗设备的出口，并已16家子公司，员工近4000人近80亿美元的资产，年销售额达2000多万的大型企业集团。

嘉宾档案：

凤平，是在上个世纪70年代出生的人在江西九江。 1998年毕业于江西财经大学，一直工作在万和，TCL集团，科龙等多家知名家电企业。柳州广东在2002年南中国，华西集团的两个区域经理，为4年的时间内成为集团副总裁，在家电行业，可称为“营销奇才{dy}。”

在凤平下龙的领导，是国内市场渠道的发展在该国几何增长超过了20个省级营销中心建设，办公室，创造了3000多万省级基地5个销售形成一个独立，高效，透明的管理制度更为完善的营销体系。目前，丰溜粥平正充分的设备和对“国内家电品牌质量{lx1}”的目标。 06.9.7

Domestic demand for small household electrical appliances will be fine counterattack by three years into

Following the color TV, refrigerators, etc. started “counterattack” foreign brands won the battle and after the last piece of home appliance industry “pure land” - small household electrical appliances also played a “challenge to the foreign brands,” the strongest voice. Recently, by the “imported appliances top leaders” agents in transition to become a small domestic appliance manufacturers in Guangdong Liuzhou the Group announced, will be home appliance products for the domestic market-led force.

“quality Chinese home appliances market and the positive foreign brands has come an era of confrontation.” Liuzhou group Feng-ping, vice president of Times reporters in a recent interview that, compared with the beauty, and Gree, Haier, Georgia兰仕such as electric home appliance giants have to kettle, vacuum cleaner home appliance products, such as the field of infiltration practices, the dragon will choose a vacuum cleaner, electric shaver and electric kettle, juicer wings as the core product layout as a breakthrough point, force domestic home appliances market products. the status quo profit

only boutique to activate home appliances industry

Information Times: appliances have entered the low-profit era, you think you have been referred to as “the final bucket of gold” of small household electrical appliances industry, especially quality home appliances, What are the prospects? Mr Fung Ping

: broken down into the kitchen and small household electrical appliances electrical appliances, electrical appliances, as well as Western Living small appliances, small household electrical appliances Western-style is what we call “home appliance products.” China’s home appliance market research group research data show that by 2007, domestic sales of small household electrical appliances will reach 1,000 billion yuan, the peak will not be lower than forecast 150 billion yuan, domestic electrical appliances industry, compared with only cell phones can.

from now, the domestic cities and towns each have a volume of small household electrical appliances is far below the European and American countries, but with the people’s living standards improve, the demand for quality home appliances will show high-speed growth, vacuum cleaners, Juicer , hair dryer, humidifier and other products will be popular consumer electronics market. I expect the next 2 ~ 3 years, China’s small household appliance products in the home appliance industry will enter a golden stage of development, market demand may be a breakthrough year growth of 30%. At present, apart from

of Liuzhou, there Haier, Midea, Gree, Galanz, side too, the boss,万家乐, SUPOR 10 several industry giants, have the power kettle, bread and other small household electrical appliances field of Western penetration, has been dominated by small household electrical appliances Western Guangdong Dong Ling Qin Kai Group chose to fans, rice cookers, induction cooker 3 categories of products as the breakthrough point. Beginning this year, home appliance products mutual penetration will be a new round of competition began. Profit out of the mire of home appliances, is needed is courage and strategy, the concept of the dragon is seen the market make豁出去.

transition path of the concept of agents do not need the creation of own brand long

Information Times: the dragon was the most successful small domestic appliances, “Deputy King,” Why give up the big piece of cake, transition appliance manufacturers make products? Mr Fung Ping

: transition has indeed made the throes of an enterprise process. Liuzhou group or the new Eastern bloc predecessor of the time, it has become a Whirlpool, Philips, Panasonic, Rowenta, LG, and many other foreign brands in China regional general agent market with annual sales of nearly two billion yuan.

However, with the 1999 China’s “accession” of the increasing wind, the dragon of the Group Leaders realize that for the foreign brands “for嫁衣” road agents do not last long, so decided to stop all agency business, voted heavily built 100,000 square meters of Fau Sha Industrial Park, producing their own products, and “The Dragon’s” brand in the domestic entrepreneurs to start a real way.

currently in the country we have built more than 20 provincial-level marketing centers and offices, built five sales of 30 million yuan more than the provincial base, thousands of Terminal Marketplace, after-sales service network covering all sales region. It can be said that China-made products, we created a new era of home appliances industry.

sales channel of distributors and stores combined have more pricing power

Information Times: In the “channel is king” era, how to plan Liuzhou electrical sales channels? Mr Fung Ping

: with different household appliances, small home appliances sales model is more flexible, in the performance of sales channels are also more diversified. In addition, compared with the large home appliances the situation of over-reliance on supermarkets, small household appliances in the marketing channels became dispersed. Because the pricing of the product manufacturers have more control over, can guarantee a reasonable profit margin, so small household electrical appliances are more dependent on the traditional dealer model, the implementation of supermarkets, department stores and supermarkets both strategies.

present in most regions of China’s small household appliance marketing channels are changing, mainly because of home appliance chain are 23 to enter the market, resulting in home appliances shopping district of the drift region. From an overall perspective, small household electrical appliances is the main marketing channels for home appliances chain, chain supermarkets, department stores several major plate format, coupled with the potential of Network Marketing plate.

In fact, all the small appliances brand in the attempt to realize “small home appliances, great marketing,” the dream, all the small market facing brands, basic networks are a relatively stable pattern. Gome, Suning Home Appliances terminal stability of these networks have to force the small household electrical appliances manufacturers spread out across the board, such as Liuzhou electrical appliances store strategy, which is in the store to do “shop.” The first is the image of good end. Simply put, are the top three position, a large enough area, has demo堆头such as Taiwan and at the same time, the dragon will be fine terminal into a household electrical appliance store image, the image of inroads into a number of stores, to create large area terminal of Liuzhou new image. Liuzhou’s stores this year, the image of large area stores are open 100 goals, has opened 70 is expected to be completed by the end of the layout 150.

II terminals are sustained demonstration. Will juicer, vacuum cleaners, electric irons and other products through the demonstration of Liuzhou to convince consumers, in the demo process, while Liuzhou can exercise a one cohesive team. Three are to seize the key sales period, in the opening, anniversary, weekend, 51, 11, such as holidays, and grasp each individual flow periods, improve sales performance and brand awareness.

rival foreign brands should not be terrible with differentiated

Information Times: At present, Philips, Panasonic and other foreign brands firmly occupy the entire quality appliances more than 70% of market share, its core product, an electric knife is to occupy the entire Chinese market share of 75 percent, in this situation, the domestic brands and foreign brands how to match? Mr Fung Ping

: Earlier in the quality home appliances industry, domestic brands are mostly difficult to shake the foreign brands, the following three reasons: First, the overall strength of a strong foreign brands, such as Philips product line is relatively complete, the product line, they know one another market leadership; Second, the quality of the technical threshold of home appliances is relatively high, many domestic brands by technical constraints, can only walk the edge in the market; its three, consumers on the quality of home appliance products, performance, appearance and fashion, etc., that is, the value of a product has very high requirements, which a lot of brands are currently difficult to achieve anything. Philips

the face of such powerful competitors in the international market, domestic brands to successfully realize breakout must be in accordance with its own strategic objectives and the actual situation, to take practical business strategy.

to the dragon as an example, since 1999, we have to take circuitous tactics and take the difference of the competition route, select Philips weak product lines, such as Electric kettles, vacuum cleaners, and other products Juicer . After several years of efforts, the dragon has become the nation’s largest home appliance brand products, one in 2005 is a breakthrough in sales of 20 billion yuan, most of the main selling products are among the best. In fact, foreign brands

not horrible at all. Philips and other foreign brands in China at present mainly through the regional general agent system for domestic operations, they are on the market to control efforts, the scope and reach of consumers are far less familiar with the extent of Liuzhou. With the support of the State of the United States, Suning and other strategic partners in the store support, the current of the electric knife was missing from Liuzhou in the country more than 1000 a comprehensive listing of sale terminals. Business Archives

transition from agent manufacturers in Guangdong

group Liuzhou predecessor - New Oriental Group, the United States has for Whirlpool washing machines and microwave ovens, the Netherlands, Philips small appliances, Matsushita small appliances, small household electrical appliances Rowenta Germany, South Korea LG washing machines and microwave ovens and other foreign brands in China regional general agent market with annual sales of nearly 20 billion yuan, became “synonymous with imported appliances.”

1999, the New Oriental Group, decided to halt all agency business, while investing heavily built 100,000 square meters of Fau Sha Industrial Park, producing their own products, and “The Dragon’s brand” in China began the true sense of the path of entrepreneurship.

After seven years of development, Liuzhou group has developed into a household electrical appliance as the core, business inter-household electrical appliances, lighting, electronic technology, trade, import and export of medical equipment and has 16 subsidiaries, employees near 4,000 people, nearly 8 billion of assets, annual sales reached more than 20 million large-scale enterprise group.

guests file:

Feng-ping, was born in the last century in the 70s, people in Jiujiang, Jiangxi. 1998 graduated from the Jiangxi University of Finance and Economics, has worked at million and, TCL, Kelon, such as several well-known household electrical appliance enterprises. Liuzhou in Guangdong in 2002 as the Group of South China, Huaxi two regional managers, a short period of 4 years to become group vice president, in the home appliance industry can be called “Marketing Wizards first.”

in the Feng-ping, under the leadership of the dragon was the development of the domestic market channels geometric growth in the country built more than 20 provincial-level marketing center, offices, created a five sales of more than 30 million provincial base to form a more complete marketing system of independent and efficient and transparent management system. At present, Feng Liuzhou Euparagonimus full of appliances and lead toward “quality of domestic home appliances brand” target. (06-9-7)