The Research Of Xinfei Electrical Appliance Strategy Retail Management

As a labor-intensive industry, domestic household electrical appliance industry hascreated a huge market of employees. At the same time, China is also the world’s largestconsumer market appliances. China has many domestic appliance manufacturers and themarket competition is fierce, How to succeed in the fierce market competition, Eachhousehold electrical appliance enterprises need to face the reality. Since2008, the state hasintroduced various policies to face the international financial crisis and the export setback, tostimulate domestic economic growth and save the manufacturing industry,, such as the"home appliances to the countryside"" Subsidies for energy-saving PWM", It is expandingthe domestic consumer market, encouraging energy saving technology and promotingindustrial upgrading.Refrigerator industry original "Four Golden Flower" Haier, Frestech,Meiling, Ronshen, in recent years, household appliances and air-conditioningmanufacturers have entered into the refrigerator industry,such as Midea Hisense and GREE,TCL and others, which increase the production enterprises, and the market competition isbecoming more intense. In the sales channels, chain stores for household appliances,suchas Gome, Suning, Fivestar and Best Buy of America, increase stores and improve theproportion in china, the traditional department store, hardware and other channels continueto shrink, while the discourse power of the production enterprise decrease.The whole Chinese refrigerator market, the domestic total capacity is far greater thanthe actual demand of the domestic market, which will test each manufacturer’s productdevelopment, marketing, brand management, etc. Therefore, every household electricalappliance enterprises including the refrigerator industry are constantly exploring in order toface an invincible position in the incentive of the domestic market.Finally, one of the keyways to business success is to control channel and to occupy terminal.the enterprise shoulddo the retail terminal including appropriate local market products, which will be a goodproduct planning work; Secondly, retail image construction includes the location selection ofthe exhibition hall, the exhibition prototype displaying reasonably, good sales atmosphere inthe exhibition hall, besides, the rational use of POP and other publicity materials render goodeffect in store. In addition, personnel management is very important, including the terminalsales staff training, improving the level of the retail business personnel’s business, the costcontrol of the retail terminal and good communication of the interpersonal relationship. TheManagement of the retail terminal includes sales promotion activity planning, as the marketis fiercely competitive, various sales promotion activities have become a necessary meansto improve sales. In this paper, combined with the author’s practical experience, in view ofthe present market situation in the whole refrigerator and the performance of the Frestech’smarket and the mode of the company’s operation, the author find out the operation of thedeficiencies, and improve these problems in the local area. The experiences and lessonsof the company can be used as a reference for some household electrical applianceenterprises to develop the market.