摘要
在貌似竞争惨烈的家电市场,只要还有高利润产品存在,价格战就可以开打。问题的关键在于谁能率先主动开战。一台5.2公斤容量的滚筒洗衣机标价1499元,是什么概念？在中怡康调查公司3月份的统计数据中,同类型的产品均价为3000元左右。1499元等于是半价出售。这不禁让人想起一个词——跳楼甩卖。
A 5.2-liter Midea rotary washer costs only RMB1499(USD219),half the price of similar products according to a market research company in March.Leading home appliance maker Midea Group started to cut its price of rotary washer by 30% since the end of this March.One week later,its market share of rotary washer grew from 2% to 20%,and now it was listed among the top washer brands only next to Hair washer.Wang Jinliang,spokesperson of Midea,explained:'Washer is the most profitable products among appliances,' and Midea is able to provide consumers with low-price products.Midea has completed the integrations of all washer product lines and sales channels,which cut down its channel costs and better use of resources.Technical improvements also supported Midea's low price strategy.Midea not only conquered the rotary washer segment but also promised good margin.Different from price war,this is a market strategy.It aims to popularize rotary washer so as to increase its sales of this high-end washing machine.Latest data show that its sales of all washers amount to 2.29 million sets with Little Swan brand growing 22% and Midea and Royalstar brands jumping 94% respectively.But it remains a question whether such strategy can last long.
