IT stores, home appliance chain started in Zhongguancun close melee - home appliances, chain, store

Dazhong, Gome stores cut prices in Zhongguancun challenge, vendors say the existing channels of digital edge is difficult to shake

A time when digital products to enter the summer season when the distributing center of digital products are in Beijing Zhongguancun business district this year Shucu businesses may have some different. They not only as in previous years the face of competition from peers, but also the face of the country the United States, medium and large stores such as home appliances strong attack. Dazhong Electronics announced last weekend, will invest 300 million yuan of funds for the promotion of digital products. Dazhong Electrical trade Headquarters Associate Director, IT Business Division, Minister Li Yusong claim to the "average price advantage of 30% of" instant mode of subversion of the park's electronic store.

While digital businesses say it, the existing channel model will be subverted too early to say, but the existing market for eco-businesses to the entry of foreign lines changed, it has already become an indisputable fact.

Home appliance chain struggle advanced "villages"
Inroads into home appliance chain enterprises in Zhongguancun is the beginning of the second half of last year. Appliance chain giant GOME Oct. 2004 to 18th chain store based in the and Dragon, SMIC Dinghao nearby buildings. 4,000 square meters of business area, and the Dragon, Dinghao from 40,000 to 50,000 square meters and inconspicuous compared to the store, but this is the first country the U.S. into the medal of the park's core hinterland. Other chain stores and national U.S. The difference is that ordinary household appliances shop in the country the United States the proportion of Zhongguancun only about 40%, while the remaining 60% of the products are all digital, communications and 3C convergence appliance products, including machine and computer hardware and software, printers, scanners , mobile phones, digital cameras, MP3 and so on.

Dazhong Electric Appliance in 2004 and also completed a three chain stores "surrounded Zhongguancun" layout. One shop is located in Zhongguancun Hailong electronic medium and large side of the city. Medium and large shop opened a few years away from Zhongguancun Huangzhuang only a few hundred meters away also. Gome stores more than absolutely Zhongguancun is the end of last year, medium and large appliances to complete its sale of household appliances shop in Zhongguancun, all sales of IT communication products to stores. The company claims to have, and include IBM, HP, Lenovo, Great Wall, including dozens of notebook and desktop computer manufacturers signed a direct supply agreement, beginning with the start of Zhongguancun many personal digital mall melee of posture.

Addition, Suning Appliance to be outdone, the chain bridge in the association is stepping up its reform, hoping to catch up with the pace of village.

First encounter began Shucu Today, the two share market forces finally ushered in the first competition with the field Shucu. Announced that 300 million yuan in funds for the digital product promotion behind Dazhong Electric Appliance and even "stoop" to give up a home appliance chain industry that can not work around the first delivery after the payment, but the use of IT vendors are willing to accept the cash balance section and Zhou procurement approach. Li Yusong said, "straight down through to buy the form of gifts and Fanquan combination attack, and our prices at least 30% lower than in Zhongguancun."

Zhongguancun, a larger distributor, told reporters, medium and large this is not necessarily feasible. "First of all, manufacturers have to support, otherwise it may damage channel relationships. But the firms do not make their own sales channels while heavy side of light. If so, manufacturers have long designated a store cheap shipped."

Under the appliance stores the storm to Dragon, as the representative of the Zhongguancun Dinghao popular electronic stores remain strong. It is understood that Dinghao weekend daily traffic has reached 5.5 million, and reached a peak of 8.5 million. Consumer trust in traditional stores can not shake the mental seems short period of time. Business Top Electronics City Zhong Jin, director of the information provided in the holiday sales of digital cameras, video cameras record the highest date is 5000, sales amount more than 10 million yuan; while notebook sales are up one day more than 500 sets, the amount of over 5 million transactions element.

Positive effect of stress However, some digital vendors have recognized the impact of appliance stores in turns to do to the Zhongguancun store of pressure, and even got all part of the traffic. It is understood that IBM products in large and medium 3 Experience Center opening ceremony of the heat, the week to create a single store sold 70 units per day for the best record of IBM notebook.

At the same time, digital sales Zhongguancun industry ecosystem is also changing. From the point of view the overall environment into Shucu stage, the supermarkets, Zhongguancun is also working to improve the environment, such as Dragon Electronics City late last month just completed upgrading; Dinghao are also a series of promotional activities, from the ground 12 layer to the fourth floor in five of the supporting IT products and restaurants are to Shucu fuel; while across the street Zhongguancun Technology & Trade Electronic City, started from the June auction of one dollar ... ...

A channel who said it now looks, Zhongguancun Dazhong Electronics store models and large-scale centralized purchasing patterns have their own advantages, both short period of time you want to completely replace the other side are unrealistic, the coexistence of Perhaps is mutually acceptable choice.

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