麦肯锡-为某著名外企所作中国冰箱行业战略报告（英文）推荐.pptVIP

Industry Situation Analysis: Refrigerator aaaaaa ELECTRONICS CHINA (aaaaaa China) KEY MESSAGES Refrigerator market is expected to grow at 4.6% annually from RMB 21 billion in 2000 to RMB 26 billion in 2005. Although growing at a rate as high as 31.1%, side-by-side refrigerator market is expected to remain very limited in the next 5 years In general, industry profitability for refrigerator is moderate. However, side-by-side refrigerators enjoy double digit return on sales Except side-by-side refrigerator, refrigerator market is led by local players. However, there are opportunities for MNCs to successfully build up their position by focusing on mid-to-high-end segments The refrigerator industry is relatively “low-tech” and has low entry barriers. Entry into WTO is not expected to have direct huge impact on the competitive environment With market shares around 3 to 4%, aaaaaa is moderately positioned in refrigerator market. MARKET ASSESSMENT MARKET ASSESSMENT MARKET DEFINITION PRODUCT SCOPE – WHITE GOODS MARKET DEFINITION LOW-END REFRIGERATOR MARKET IS LIKELY TO BE DOMINATED BY LOCAL COMPETITORS. MNCS COULD SUCCEED IN THE MID-TO-HIGH-END NICHE MARKETS MARKET DEFINITION ALTHOUGH aaaaaaOND LARGEST MARKET AMONG WHITE GOODS, REFRIGERATOR MARKET GROWTH WILL BE MODEST THE MARKET IS VERY SATIATED MID-TO-LARGE CAPACITY REFRIGERATORS HAVE BEEN CONSUMERs FAVORITE CHOICE SIDE-BY-SIDE REFRIGERATOR MARKET WILL BE OF VERY LIMITED SIZE, DESPITE ITS HIGH GROWTH RATE PRICE IS THE DOMINANT FACTOR FOR CONSUMER’S NON-SIDE-BY-SIDE REFRIGERATOR CHOICE WHILE BRAND AWARENESS IS MORE IMPORTANT FOR SIDE-BY-SIDE REFRIGERATOR DIRECT COOLING IS STILL THE PREFERRED CHOICE ACROSS THE MARKET CHANNEL STRUCTURE FOR REFRIGERATORS IS FLAT, ESPECIALLY FOR LOCAL PLAYERS AMONG ALL RETAIL CHANNELS, HYPER MARKETS AND SPECIALTY STORES ARE EXPECTED TO GROW FAST IN THE NEAR FUTURE DISTRIBUTION STRUCTURE FOR SIDE-BY-SIDE REFRIGERATORS DIFFER BY TIER CITIES KELONs CHANNEL STRUCTURE FOR REFRIGERATORS HAI