Microwave ovens in 2010 to seek breakthroughs in post-war price.doc

 PAGE \* MERGEFORMAT 5 Microwave ovens in 2010 to seek breakthroughs in post-war price Microwave oven from the early 90s of last century quietly rising in China, and completed in the mid-90s in our introduction, the late 90s to 2005, experienced a rapid development of the microwave period, from a luxury into a mass consumer goods began .2007 , microwave oven into a steady period of development. This year, China’s microwave oven market maintained steady growth, but competition from price to technology, service, and competitive features of the microwave oven from a single scale on the volume, turn the multi-function microwave oven consumer habits and guidance. the short term, Glanz, the two companies continued to lead the United States the pattern is difficult to break, but as long as 10 years of price wars so difficult to have a microwave oven prices continue to fall in the space. Increase in volume and a fall in price the market 2009, despite the economic crisis, but microwave ovens are included in the scope of subsidies appliances, microwave ovens small size of the market still growing. In the PRC, estimated retail sales in 2009 reached 12.34 million units, up 3.6%, retail sales of 67.5 billion yuan, an increase of 1.9%, the signal of economic recovery in 2010 was 1-July total retail sales volume of 8.27 million units, up 13.8%, retail sales of 4.46 billion yuan, an increase of 14.3%. In recent years, microwave ovens under 300 to maintain a sustained growth in market share: in 2008 the following products 300 20.3% share in 2009 rose to 24.1%, 25.1% by 2010, more than 1 / 4. The growth of low-end products also dragged down the market, the average price, from 594 in 2008, declining to the current 579 yuan. The proliferation of low-end market share for two reasons: First, some consumers microwave oven features a one-sided understanding of the neglect of the development and utilization of other features. This was mainly due to the sustainability of the