Recently, a news about “the collapse of a large number of small and medium-sized enterprises in Zhejiang and other places†was madly reprinted on major portals. Some industry experts read the article and explained the reasons and trends of the collapse of Zhejiang enterprises. prediction. However, under the influence of the tide of bankruptcy, the development of the entire home appliance industry can still be seen. Many brand enterprises have made efforts in sales channels, cost reduction, and standardization standards, and the overall profit of enterprises has shown an upward trend.
Review of the "closing tide"
According to relevant reports, under the tightening monetary policy, small and medium-sized enterprises in the Yangtze River Delta region have generally caused a "money shortage", and even a large number of enterprises have stopped working and half-stopped. Ying Yunjin, director of the Development Planning and Guidance Division of the Zhejiang Small and Medium Enterprises Bureau, said that for a long time, SMEs have been living under the loose monetary policy, so each macro-control was accompanied by a tight monetary policy, causing some companies to die overnight.
The China Banking Regulatory Commission and the Zhejiang Provincial Small and Medium Enterprises Bureau have made a special trip to Taizhou, Wenzhou and other places in Zhejiang Province to investigate the phenomenon of “downturns†in small and medium-sized enterprises. Many companies have said that this year is even more difficult than in 2008. Some enterprises have obtained funds from private loan companies in order to alleviate their urgent needs. However, with the continuous improvement of private borrowing costs, they have greatly exceeded the scope of small enterprises, which has led to the break of the capital chain in some enterprises and the pressure to close down.
In general, a large part of the current collapse of SMEs is caused by financing difficulties. On the one hand, the Chinese banking sector has the traditional psychology of discriminating against SMEs. On the one hand, after the central bank raised the deposit reserve ratio 11 times, the credit resources nearly dried up, leading to private lending. The cost rises and hurts companies that should not be eliminated.
Enterprise Development 1: Independent Channels Reduce Sales Costs
At present, Gome Suning is the two major chain sales channels for domestic appliances. Many branded home appliances are sold through these two chain stores. However, the profits ultimately obtained by enterprises are greatly reduced. Among them, because the chain store sales still need a "contribution fee", the ex-factory price of the general home appliance enterprise to the store is called the price, and the final price of the home appliance to the consumer is the cost price plus the chain monthly return and other expenses. After the price, so the company earned in the middle, that is, free advertising in the store.
In order to reduce costs and accelerate the development of county-level markets, some brand enterprises have gradually opened special stores in counties and cities across the country. On the one hand, they can reduce the extra cost of chain stores, and on the other hand, they can better open the third- and fourth-tier markets. In terms of publicity and corporate profits, they all have a multiplier effect.
It is understood that some home appliance companies have plans to open specialty stores. Chigo plans to open 5,000 low-carbon living houses nationwide this year. Little Swan expects to open 100 stores in Beijing by the end of 2012. Changhong and Meiling have opened 700. Home-owned stores, Midea Refrigeration Stores have exceeded 10,000 in the country in April this year, and Hisense and TCL are increasing their efforts to open stores in the third- and fourth-tier markets.
Enterprise Development 2: Relevant national standards to implement a stable market order
When the development of home appliances reaches a certain stage, there must be "standards" to forcefully regulate the market order, and prevent some small enterprises from only giving up the phenomenon of quality abandonment, which affects the healthy development of the entire industry.
In April 2010, the “General Requirements for Household and Similar Drinking Water Treatment Units†and the “General Requirements for Reference Water Treatment Cores for Household and Similar Uses†were issued. In April of this year, China officially implemented three aquatic product standards for straight drinking machines, household and similar ultrafiltration water purifiers, household and similar reverse osmosis water purifiers. At the same time, the first batch of national standards for sterilization household appliances will also be implemented in September this year. The implementation of this series of "national standards" has lifted the concerns of consumers and at the same time safeguarded the interests of brand enterprises and removed some small enterprises from the market.
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