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自2000年以来,中国家电行业的流通渠道发生了显著的变化,以国美、苏宁为代表的家电专业连锁对一二级市场的影响日趋重要。不论家电连锁机构是从“价格”战转向“服务”战、还是想缓和厂商之间的对立关系,但我们必须看到,家电厂商之间在竞争与合作问题上,现在还存在一些问题。首先是零售商与厂商市场主导地位的争夺,其次是最根本的渠道利润来源问题。现在一种相当普通的认识是渠道商的利润来源于对厂商的索取,但这种经营模式最终会损害整个行业。我认为,无论是渠道终端还是制造企业,最终的利润来源一方面来自于消费者的消费,另一方面来自于双方合作成本的降低。家电产业的整合趋势日益明显,在这个产业背景下,我认为建立新型厂商关系的实际已初步具备。建立新型厂商关系需要着重解决以下几个问题:
Since 2000, significant changes have taken place in the circulation channels of China’s home appliance industry. The influence of the chain of home appliance specialty represented by Gome and Suning on the primary and secondary markets has become increasingly important. Whether home appliance chains shift from “price ” to “service ” war, or want to ease the antagonistic relationship between manufacturers, but we must see that the appliance manufacturers in the competition and cooperation issues, there are still some problems. The first is the dominance of retailers and manufacturers market competition, followed by the most fundamental sources of revenue channels. Now a fairly common understanding is that the profits of the channel supplier from the manufacturer’s request, but this business model will eventually damage the entire industry. In my opinion, the ultimate source of profits, whether it be channel terminals or manufacturing enterprises, comes from consumer spending on the one hand, and from lower costs on the other. In the background of this industry, I think the actual establishment of a new type of manufacturer relationship is initially available. The establishment of a new type of vendor relationship needs to focus on the following issues: