| Under the influence of global novel coronavirus epidemic raging in 2020,The Chinese economy resisted downward pressure,grew against the trend,GDP exceeded the $10 billion mark,accounting for more than US GDP70%.China has become the first country in nearly a hundred years to reach such a scale relative to the American economy.Chinese enterprises ushered in unprecedented market opportunities and growth points.With the rise of China’s Made in China 2025 and AI artificial intelligence,home appliance enterprises have also entered a new track to improve product quality and artificial intelligence.Under the guidance of China’s development of 5 G and other core technologies,the field of intelligent home appliances will usher in a new rapid development.In the face of foreign cleaning appliances enterprises in the technology,brand and global market share of the background,domestic cleaning appliances brand how to achieve the expansion of brand influence,and continue to enhance market share,become an extremely urgent problem.Founded in 1998,TK is committed to the development and sales of clean appliances in China and the world,with annual sales of 5 billion.In the domestic cleaning class intelligent floor sweeping robot field occupies more than 50%sales share.The main sales channels of TK appliances are online Tmall flagship stores,JD,SUNING and other self-owned stores,with annual sales of 4 billion,accounting for more than 80%of the overall channel sales.Physical channel sales are mainly shopping centers,high-end department stores and 3 C stores,with sales accounting for about 15%.Overseas markets are mainly online sales such as Amazon,accounting for relatively low,brand awareness and sales channel share need to be further improved.In view of the above factors,how to make a breakthrough in the physical channel,realize the breakthrough of the overall channel sales,break through the overseas market,further enhance the brand influence,and locate the high-end brand of household appliances is an important subject in front of TK company.This paper will comprehensively analyze the opportunities and challenges faced by TK electrical appliances,through PEST analysis from the political,economic,social,technical and so on,detailed analyze the macro environment faced by TK electrical appliances.Using the five-force model,analyzes the industry environment of TK appliances,summarizes the opportunities and threats of TK appliances in the market competition,determines their own disadvantages and advantages,and then establishes the EFE matrix to obtain the decision of external development.Through the analysis of TK electrical resources and capabilities,combined with value chain analysis:cost strategy,channel advantages,after-sales security and other aspects of analysis,the IFE matrix is established.Combined with the internal and external evaluation matrix,according to the SWOT matrix analysis,the market penetration strategy is needed for the development of TK electrical appliances.Based on the competition strategy of QSPM matrix,the qualitative analysis of three cost leading strategies,differentiation strategy and centralization strategy is carried out.Finally,the implementation of differentiated competition strategy is carried out for differentiation of key core talents cultivation such as equity incentive,the future development strategy of TK electrical enterprises.To solve the core problems of TK appliances,this paper puts forward the implementation plan of using the specific differentiation strategy based on AI driven technology differentiation,user demand oriented service differentiation,convenient and efficient,intelligent interactive product differentiation and so on.At the same time,in order to ensure the implementation of differentiation strategy,this paper further puts forward the necessary safeguard measures for the implementation of competition strategy,provides a detailed competition strategy implementation guarantee scheme for the subsequent development of TK appliances.and provides certain reference value for other clean household appliances brand development. |
