国美永乐引发渠道品牌pk制造品牌（Gome Yongle channel brand PK manufacturing brand）.docVIP

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国美永乐引发渠道品牌pk制造品牌（Gome Yongle channel brand PK manufacturing brand）.doc

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国美永乐引发渠道品牌pk制造品牌（Gome Yongle channel brand PK manufacturing brand） Big bully, big bully for. The tradition of Chinese commerce. This tradition, completed the largest merger in the history of the United States Yongle Home appliance retail industry since the Chinese pile, as a more modern, more classical proof, is likely to trigger a new round of channel brand and brand PK manufacturing. Gome mergers and acquisitions Yongle, is not simply a sum of the size of enterprises, but a deep ideological revolution, the brand will reflect the will of capital in the commercial channels, the shock is not just retail. Gome, Yongle before the merger, China home appliance chain Gome, Suning, Yongle in a situation of tripartite confrontation situation. The United States ranked first, with up to more than 426 stores in 2005, sales of more than 49 billion 800 million yuan; Suning, second domestic appliance chain stores, with more than 363 stores in 2005, sales of more than 39 billion 700 million yuan; Yongle, the third major domestic home appliance chain stores in the country in 2005, has 199 stores, Yongle sales reached RMB 15 billion 100 million yuan. But compared with the United States, Suning, hegemony, Yongle is only a regional enterprise, although sales in the Shanghai market is greater than the sum of the former two, but outside of Shanghai, but the influence is weak. Gome acquisition of Yongle, the share will be rapidly increased from 14% to 9%, the original balanced pattern was broken, Miller to Su Nings absolute lead to win the right to speak about the manufacturing brand. In some regions, the market has even formed a monopoly position. Such as Shanghai, Gome, Yongle two stores and turnover accounted for 80% of Shanghai region. This advantage, enough to make the network construction cost, sales network coverage will make the flow of goods stores suddenly increases, the formation of the scale of stock, effectively control the purchase cost of manufacturing brands and ranked se