零供关系周期博弈 加速家电渠道变革管理（Zero supply relationship cycle game to accelerate the management of home appliance channel change）

零供关系周期博弈 加速家电渠道变革管理（Zero supply relationship cycle game to accelerate the management of home appliance channel change） 零供关系周期博弈 加速家电渠道变革管理(Zero supply relationship cycle game to accelerate the management of home appliance channel change) When Zheng Baiwen, Jiangsu Hardware & electrical appliances such as large sales appear strong rise now Suning, Gome retail chain enterprises in the future, Jingdong, Taobao as the representative of the electricity supplier channels are stronger, appliance manufacturers and traditional channels of the game results. To sort out and analyze the trajectory of the home appliance channel upgrade, is to find the channel to change the power behind, is to explore the unique business model of home appliance of zero for both sides, or explore the appliance for solving zero harmony Road, more is to explore the Chinese appliance industry bigger and stronger system and support system. Those who have access to the world, can not grasp the channel on the self built. Over the years, the game between home appliance manufacturers and distributors has not stopped. Whether it is the year of Zheng Baiwen, as a big TV sales ended quietly, or at present, Suning has become a household electrical appliance retail chain model with a brother, strong expansion and even Jingdong mall, Taobao Electrical City electricity supplier channels led to a good. Of course also includes GREE air-conditioning has with Gome and Suning sina on self built store road, Haier for many years of painstaking efforts of the channel every day to visit the capital market behind the stage, side chain and Chaodeng channels cooperation the United States, Changhong, Konka, Zhi higher enterprise and market in three or four Dajian franchise stores. In the past 30 years, the game and contest between the supply and demand of appliances have become the biggest motivation to promote the change of channels. "China enterprise newspaper" reporter noted that while driving by household electrical appliance enterprises in the traditional business model, in the low cost of "rapid distribution" large-scale manufacturing and national drive, constantly looking for new and low cost channels to reduce costs. Each side is rapidly becoming the background of the mainstream channels -- Zheng Baiwen, company, Suning, Gome, Gome, maximize the use of its own channel advantages in pursuit of profit, to achieve control of the upstream suppliers. From the angle of pursuing interests, constructing harmonious zero supply relationship seems to be a difficult problem. However, from the perspective of maximizing benefits, zero for both face to meet the changing needs of consumers to build a harmonious relationship between zero for the test, the key is the two sides must upgrade the business model, get rid of the "low cost" dependence, to find more profit point. Channel specialization trend does not change Whether it is from the department store as a protagonist, or Suning chain enterprises rise, or rapid Jingdong, Taobao, Tesco and other electricity providers, and even appeared goodaymart, happy tree, easy to Kellogg manufacturers such as ditch companies and GREE has been promoting the self built channels Alliance under the franchise stores in a stage model in 30 years in the domestic household electrical appliance enterprises bigger and stronger in the process, always adhere to the concept of development channel specialization ". Starting from 80s the beginning of the domestic appliance market marketing, home appliance from around the first to rely on the supply and marketing cooperatives, hardware, home appliances and other traditional channels of distribution. In the last century after the start of 90s in the country to find large household appliance sales in order to carry out large-scale distribution, the most representative is the case. From the planned economy era of a wholesale Station turned to the national agency, in a period of time, Zheng Baiwen as Changhong's biggest TV agents, even in a period of time can buy Changhong production line, while the use of acceptances and other financial means, greatly affect the upstream manufacturer's production to. In late 90s, when the household electrical appliance enterprises began to realize the provincial agent loss of discourse is too large, resulting in increased sales marketing costs increased, they began to try to promote the flat channel, through the establishment of marketing branches or offices in the form of country, restricting crack and distribution links directly to provincial agents and retailers. At this time, Suning, Gome with air conditioning and TV franchise business identity from Nanjing and Beijing started, air conditioning brother Chunlan is still the country has established thousands of star air-conditioned shops. Just 10 years later, Suning, Gome with national retail chain business model, to meet the demand of flat channel to promote the home appliance manufacturer, has quickly caught China become the global home appliance manufacturing industry big gold expansion period, in the dividend policy to promote and expand the scale of manufacturers and other factors, in the country within several rounds of staking and reorganization. In those years, the emergence of Suning retail chain format has been considered by many home appliance enterprises as the best platform for large-scale retail in a short period of time, and has rapidly gathered many mainstream Chinese and foreign enterprises in the Chinese market. Hong Shibin, vice chairman of the Marketing Committee of China household electrical appliance business association, pointed out: "in the global home appliance industry, the specialized division of labor between manufacturers and distributors is the mainstream.". However, in the current business environment in china, Home appliance manufacturers of self built channels have a strong strategic position, can play a strong channel with the role of competition." Coexistence of multiple channels is imperative The last century at the end of 90s, home appliance manufacturers in order to promote the channel change, through the establishment of a branch company at the provincial level so as to realize the channel from the national and provincial and municipal distribution agency agent to retail and franchise stores and other direct township system channel structure layout. With the emergence of chain enterprises to Suning represented by the national chain enterprise and Jiangsu star, Zhejiang Honest, Wuhan industry and trade area, channel development focus home appliance manufacturers in the market of the one or two to three or four level market in the chain, is actively seeking with traditional dealers and private owners of the construction of franchise stores. After entering 2008, WAL-MART, Carrefour, RT mart, Auchan supermarket and various national commercial city department stores, shopping malls and other channels, was again into the channel layout of home appliance manufacturers in the territory. However, the "China Business News" reporter learned that these super business and department store channels behind, it is through the "enterprise market cooperation + distributors around supply" model. The emergence of these channels, it means that the relationship between the zero supply of home appliances from the initial "low-cost, low-cost" marketing to "technical function, product based" marketing transformation. In recent years, Jingdong, Taobao Electric City Mall, Tesco and new seven days 3C electrical network, Kuba mall, tiger Tesco and a number of commercial channels again strong, behind the sparkle chain Haier, Midea, Changhong, SKYWORTH, TCL, AUX and other large household appliances enterprises, Suning and Gome line the figure. This means that, with the zero supply of home appliances in the mature period of a new round of games, the development of home appliances channels also show a long and progressive momentum, the next line of convergence and development of the line will become the new mainstream. At present, Chinese appliance industry is in a critical period of transformation and upgrading of the industrial structure and the 12th Five-Year "period, the implementation of diversified distribution channels to help build a harmonious relationship between retailers and suppliers, is helpful to promote the transformation of business model of zero for both sides.