中国冰箱行业战略报告.pptxVIP

CONFIDENTIAL;KEY MESSAGES;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;;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;;HAIER HAS A DISTINCTIVE DISTRIBUTION APPROACH WHICH IS HEAVILY FOCUSING ON DIRECT RETAIL SALES FOR BASE AND HUB CITIES;MARKET DEFINITION;;;;;GE IS THE LEADING PLAYER IN SIDE-BY-SIDE REFRIGERATOR MARKET ;KEY MNC PLAYERS ENJOY PRICE PREMIUMS IN SIDE-BY-SIDE REFRIGERATORS;KELON AND MEILING’S FINANCIALS SHOW THAT MANUFACTURERS PROFIT SUFFERED OVER THE PAST FEW YEARS AND ARE EXPECTED TO REMAIN LOW ;MARKET ASSESSMENT;;;APPENDIX;DEFINITION OF GEOGRAPHIES;DEFINITION OF TIER CITIES