Literature review on the present situation and strategy analysis of small household appliances industry in Cixi. Hurry up! ! ! ! !

The government tried to set up a stage.

In fact, as early as a few years ago, efforts were made to make the brand "Cixi Household Appliances" famous. From June 5 to February 2002, as a supporting project of West Lake Expo, China Household Electrical Appliances Association cooperated with Cixi Municipal People's Government to hold Cixi Household Electrical Appliances Expo for the first time. Since then, the exhibition area of Cixi Household Appliances, which Cixi Economic Development Bureau participated in, has often appeared in household appliance exhibitions around the country. "After a turn, Cixi Household Appliances Expo finally went home." Hong Jiaxiang, secretary of Cixi Municipal Party Committee, has some regrets. According to the data, the exhibition scale of the first Cixi Household Appliances Expo after "going home" reached more than 20,000 square meters and more than 800 standard booths, which shows the scale and influence of Cixi Household Appliances today.

On the first day of the exhibition, the whole exhibition center was crowded, and many booths were crowded with people. According to reports, there are nearly 270 exhibitors at this year's Cixi Household Appliances Expo, including 2 19 enterprises in Cixi and more than 50 enterprises outside Cixi. There are five exhibition areas: home appliances, information technology products, home appliance spare parts, home appliance equipment, home appliance procurement and service, involving more than 100 kinds of home appliances and thousands of varieties. Fang Xiangming, spokesperson of the Propaganda Department of Cixi Municipal Committee, said: "In addition to the display of the whole machine products, a special exhibition area has been opened: exhibition areas for household appliances and equipment such as molds, machine tools and injection molding machines 100; The history of home appliance development in China, the exhibition of outstanding works of industrial design, and the booth 150 in international and domestic procurement negotiation areas have brought a refreshing feeling to buyers and professional visitors. "

Tai Fang, Tiqi, Qinyuan, Li Zhuo, Wellcome, Chunlei, Pioneer, Rum, Huayu and other well-known local brands that make Cixi people proud all participated in the exhibition with large-scale characteristic booths. Tai Fang's booth area is not too large, but its modern minimalist design style with international colors, as well as beautifully designed innovative kitchen appliances and the marketing concept of "integrated kitchen" are quite eye-catching.

"The main household appliances and supporting enterprises in Cixi participated in this exhibition." The direction is clear. But this is obviously only a part of Cixi's home appliance industry. According to Fang Xiangming, there are more than 2,000 home appliance enterprises in Cixi, with nearly 10,000 supporting enterprises. The products range from air conditioners, washing machines and range hoods to water dispensers, electric irons and sockets. In 2006, the output value of household appliances industry in Cixi reached 50 billion yuan, while that in export delivery value reached 654.38+0.28 billion yuan, and the output of various household appliances exceeded 654.38+0.5 billion units. More than 60 e-commerce companies have annual sales of over 100 million yuan.

As it is the first time to hold a home appliance exposition in Cixi, Cixi City has also given some subsidies to exhibitors in order to attract them. "The land cost of our exhibition is paid by the government," an exhibitor's staff told the reporter of Electrical Appliances.

Although it has a strong government color, Cixi City is obviously unwilling to limit the role of the Expo to "expanding the influence of Cixi household appliances". "We hope Cixi Household Appliances Expo will become an influential professional exhibition in the industry," Fang Xiangming stressed.

The reporter learned that the organizing committee has made great efforts in organizing professional visitors, and cooperated with Tradelink Hong Kong to hold a "global buyer procurement matchmaking meeting" during the exhibition, and invited nearly 40 internationally renowned home appliance procurement enterprises from the United States, Germany, Singapore, Italy, Australia, Argentina, New Zealand, Spain and Hong Kong. Cooperate with HC Network to invite the person in charge of the purchasing center of international home appliance enterprises in China; Cooperate with Yiwu Small Appliance City and invite relevant personnel from the purchasing office of foreign companies in Yiwu. ...

The mentality of exhibitors is also very different. "The government asked us to come, and we don't expect many actual transactions." The person in charge of a refrigerator company said. However, there are still many satisfied people. Xu Fangrong, sales general manager of Ningbo Yiyou Electric Appliance Co., Ltd., has been busy receiving visitors. He said: "I think it's not bad. We just joined the refrigerator production line, and we just want people to know about us. This goal has been achieved. " "Many people come to see our products." A person in charge of Ningbo Timeout Electric Appliance Co., Ltd. is also quite satisfied.

Industrial upgrading step by step

Exhibitors outside Cixi, especially well-known home appliance enterprises, are obviously given preferential treatment. "Electrical Appliances" reporter noted that Hisense, Tsinghua Tongfang, Midea, Changhong, TCL, Samsung and other well-known brands. They are all agents, but their booth is well located and large, showing rare flat-panel TV products in Cixi, which is quite eye-catching. The home appliance exhibition area, which is dominated by machine tools and injection molding machines, is quite distinctive. Dozens of well-known equipment manufacturers such as Dalian Machine Tool Group, Shanghai No.1 Machine Tool Plant and Hechuan Machine Tool Group Co., Ltd. participated in the exhibition, showing the unique charm of Cixi home appliance manufacturing base.

In addition to the TV products displayed by Hisense, Tsinghua Tongfang, Changhong, TCL, Samsung, Ningbo Boyige Digital Technology Co., Ltd. and Ningbo bigagli Digital Technology Co., Ltd., Cixi Household Appliances Expo is almost the world of "white goods". "This reflects the current product structure of Cixi household appliances industry. Cixi has advantages in washing machines, refrigerators, electric irons, water dispensers, electric heaters, electric fans, food processors, coffee machines and other products. " Lilac forest said.

In the past, the advantage of Cixi washing machine was obviously in the low-end double-barrel washing machine. But this phenomenon is beginning to change. The reporter of Electrical Appliances noticed at the Expo that there are many enterprises in Cixi that can produce automatic washing machines. Even, some enterprises such as Cixi Shunda Industrial Co., Ltd. also exhibited the newly developed drum washing machine.

Since 2003, Cixi municipal government has also guided enterprises to change from cost competition to technology competition. Many new products attracted attention at the Expo.

The supporting activities of the Expo can show the good intentions of Cixi Municipal Government. Apart from economic and trade fairs, job fairs and other services for enterprises, there are two other activities, one is the award ceremony of the household appliance industry design competition, and the other is the Cixi Household Appliance Development Forum with the theme of brand, patent and standardization. These two activities are obviously aimed at guiding enterprises to gradually change the traditional cost competition mode.

"In the past, Cixi home appliance enterprises had to do OEM work for well-known brands at home and abroad because of the lack of core technology. Now they have a certain' right to speak' in the industry." The direction is clear.

Awaken brand awareness

"Now, Zhongxiang Electric Appliance is only the production base of Shanghai Shuanglu Electric Appliance Co., Ltd. ... The new refrigerator production base in Shanghai will be put into production in June 2007. Chen Quanmiao, the chairman of Cixi Zhongxiang Electric Appliance Co., Ltd., now prefers to be called "Shanghai Shuanglu Electric Appliance". Using the Shanghai brand to produce in Shanghai will make it more acceptable to consumers. " Two years ago, when the production of the enterprise reached a certain scale, the clever Chen Quanmiao realized the importance of the brand, bought out the famous refrigerator brand Shanghai Shuanglu and leased the right to use the "Shang Ling" brand.

In Cixi home appliance industry, more and more home appliance business owners like Chen Quanmiao realize the importance of brand. Tai Fang is the flag and symbol of Cixi household appliances brand. In addition, a number of enterprises such as Tiqi, Qinyuan, Pioneer and Long Mu have become "China famous brands" or well-known trademarks through their own efforts. However, for the vast majority of small and medium-sized enterprises, it is not an easy task to create their own brands. Many people prefer to borrow cards like Chen Quanmiao.

However, most latecomers are not as lucky as Chen Quanmiao, who can control two well-known refrigerator brands. Electrical reporters saw many familiar and unfamiliar products at Cixi Home Expo: Jinuoer Washing Machine, Chigo Washing Machine, Watsons Refrigerator, Red Light Refrigerator, Xianke Refrigerator, Sakura Washing Machine, Great Wall Washing Machine and Kangbang Washing Machine. ...

In a small booth, the reporter found that there are three brands of automatic washing machines: Great Wall, Sakura and Kangbang. "Some brands such as Sakura are leased, and some are brand cooperation." Luo, the general manager of Cixi Overtime Electric Appliance Co., Ltd., the operator of these brands, told the reporter of Electrical Appliances News. Luo obviously wants to use different brands to target different markets. The design styles of washing machine products and leaflets of the three brands are completely different.