A variety of products cross-border marketing giant stationed in home appliances channels

Recently, in the major home appliance stores such as Gome and Suning, apart from traditional household appliances of various sizes, a series of new products such as body cleaners, foot tubs, and massage chairs came into the eyes of consumers. In the past, these products that could only be found in building materials stores and home stores have now appeared in home appliance sales channels. "This phenomenon is called 'cross-border marketing' and the trend is becoming more and more obvious." A person who is a manufacturer of toilet cleaners told the "Electrical" reporter.

“Water appliances are one of the products that entered the home appliance stores like Gome and Suning earlier and they have achieved good results. But in the early years, these products could only be purchased through building materials like similar homes,” an industry source said. The company’s focus on home appliance channels has made it necessary for them to participate in home appliance related exhibitions in order to reach out to more home appliance channel distributors and distributors. At the same time, the collective display at the home appliance exhibition brought them high exposure.”

Multi-channel development: “At present, the sales channels of foot tubs are mainly concentrated in large shopping malls, supermarkets, wholesale markets, gift markets, and online sales channels.” Cai Jianghan, general manager of Zhejiang Luyao Electronic Technology Co., Ltd. revealed to reporters, “The real entrance Home appliance channel sales are currently relatively few manufacturers, but various companies are gradually closer to home appliances channels.” A company official said that for foot tub companies, to enter the United States, Suning and other traditional appliance stores are more to enhance brand influence, Really relying on this channel to make huge profits is still relatively difficult. “On the one hand, consumers have not yet formed the habit of buying foot tubs in home appliance stores. On the other hand, the funds required to enter traditional appliance stores are relatively high. If there is no good sales, companies will be very cautious. But in any case, household appliances channels In particular, related home appliance exhibitions have become an area that we must pay attention to and will certainly be the future direction of development."

Compared with footbath products, in recent years, the attempts of toilet cleaner companies in “cross-border marketing” have come from their “craving” for home appliance channels.

"Almost all of Beijing's Gome stores have been sold with toilet cleaners. Compared with the past, this is indeed a new area of ​​our business," said the relevant person in charge of the Gome Brand Management Center.

Sun Lanli is the marketing director of Taizhou Dingshang Sanitary Ware Co., Ltd. According to him, since the real estate market was restrained by the government's control policies this year, the relevant decoration and building materials market has also been implicated, and sales of toilet cleaners are slightly more than before. Plain, "many companies have experienced a decline in sales." Therefore, the industry pays more attention to "cross-border marketing" and hopes to use the home appliance channel to develop a broader market.

In addition, Sun Lanli proposed that the popularity of toilet seats in Japan and South Korea is relatively high, and the Chinese market has only just begun. At present, apart from Panasonic, other strong brands of traditional home appliances are not too involved in this field. If these brands can join the industry of toilet cleaners in the future, they will greatly promote the market. "Not only from the perspective of industry influence, but also from the aspect of product quality improvement and control, it will also play a very positive impact."

It is worth mentioning that although the mainstream channels of massage chairs are still large-scale department stores, with the continuous improvement of people's living standards and spending power, home appliance channels are becoming the focus of such enterprises.

Relying on the exhibition to focus on "a space for centralized display, there is no doubt that the sit-down body cleaner industry has a lot of temptation." The person in charge of a toilet cleaning device manufacturer is outspoken.

In fact, at the "2011 China Household Appliances Expo", many foot bath companies that participated in the show have already felt "affordable." “Concentrated display can expand the influence of the industry, and at the same time lay the foundation for us to enter the home appliance channel.” A foot bath industry source said.

It is understood that the “2012 China Household Appliances Expo” to be held in Shanghai New International Exhibition Center in March 2012 will be extended from aspects of exhibition content, exhibition space, etc., in an effort to create a more three-dimensional, more in line with modern Chinese home appliances. Industry development of professional home appliances exhibition. According to organizer Liu Xiuli of the organizer of the China Household Electrical Appliances Association, “2012 China Household Appliances Expo” is expected to create a new area dedicated to providing display space for toilet cleaners. This will allow the industry to fully display itself while strengthening Communication and communication with other home appliance companies. At present, the stars of the company, the leader in toilet cleaning, have signed a space of 168 square meters. “The China Home Appliances Expo will be a big platform, and it will certainly be able to pave the way for companies to enter the home appliance channel. At present, the mainstream companies in this field have booked an exhibition venue for us, and some small and medium-sized enterprises have also demonstrated a strong willingness to exhibit.”