Kelon Kang to win the low-end of the Road for Columbine.docVIP

 PAGE \* MERGEFORMAT 14 Kelon Kang to win the low-end of the Road for Columbine Background ‘Xi You Ochs, today there are health Byrne’, has already been frozen in 2003 ended the year Kelon Kang Byrne from the unknown to the wind and water, became the momentum of the entire air-conditioning in the industry’s most fierce brand only spent more than six months time. Kang Byrne has undoubtedly been frozen in 2003, China’s largest air conditioner market worthy of the name of ‘dark horse’. Kelon Kang Columbine success serves as a good human study. As everybody knows, Kelon Group, including Kelon Kelon, Warburg two well-known air-conditioning brand, these two brands are positioned in the high-end market. And domestic appliances consume a typical feature of a ‘one high and one low’, similar to the dumbbell structure. Among consumers, brand-oriented and price-oriented decision to purchase the proportion of relatively large, and this determines the one hand, Haier, Gree and other well-known brands in the market has strong appeal, on the other hand, a number of absolutely low price The brand also has a considerable market space. Kelon the original product mix and positioning is obviously not suitable for low-end competition, which led directly to its various grades of products began to increase in the share of the market with their corresponding increase in the total opposite. When the market is rapidly the balance tilted towards the low end, Kelon’s high-end positioning are making it difficult popularity of Kelon products to consumers in class. Kelon’s market position and brand from the original line back to the middle reaches of second-tier brands. Go from here? Kelon to be reduced as directly involved in a price war, it is tantamount to a waiver of the traditional, quality, value of competition as the center, advanced technology, philosophy advertised; the same time, lower prices mean lower long-form high-end brand positioning and profits the rate of price cuts ar