Research On The Development Strategy For Changchun Supor Electric Appliance Co.,Ltd

In recent years,in the face of multiple tests such as severe and complex international environment and repeated domestic epidemics,China’s home appliance market has been facing a huge impact and challenges.Among them,with fashion,convenience,personality,practical and other characteristics of millions of families loved small home appliances,also in this environment is constantly undergoing transformation and upgrading and structural adjustment.However,unlike traditional large home appliances,the sales of small home appliances in China is still in the development stage,with the upgrading of consumer consumption demand,more types and functions of small home appliances will make up the market gap.At the same time,in recent years,the industry data launched by Aowei cloud network shows that the e-commerce channels and the sink channels,have become the main battlefield of small home appliances,traditional home appliance chains and local home appliance stores sales share are shrinking.Changchun Supor Electric Appliance Co.,Ltd.studied in this paper is a small home appliance brand agency company that has been working in the offline traditional home appliance channel for 23 years.Changchun Supor Electrical Appliance Co.,Ltd.has been acting as an agent for the Supor brand in the offline traditional home appliance channels in Jilin Province since its establishment in 2000.Although the traditional offline home appliance channel has maintained the first market share for many years,however,in the face of the dual suppression of e-commerce channels and sink channels,the overall business scale of the company has declined year by year in recent three years.Through analysis,it is not difficult to find that the company has many problems,such as low operating efficiency,solidified operating channels,single operating brand and limited service scope at present,which leads to the lack of development power of the company and the pressure of market competition,slow progress and even regression in the process of achieving scale growth and sustainable development.On July28,2022,the Ministry of Commerce and 13 other departments jointly issued the Notice of the Ministry of Commerce and 13 other departments on several measures to promote the consumption of green and smart home appliances,designed to promote the development of home appliances and upstream and downstream related industries.Under the policy background of accelerating the release of green smart household appliances consumption potential,Changchun Supor Electrical Appliance Co.,Ltd.should keep up the pace,strengthen its own advantages,make up for its disadvantages,so as to obtain more favorable development opportunities.In this paper,the current situation and development trend of small home appliances in the home appliance industry are used as the background,and the relevant theories and analysis methods of enterprise strategic management are applied to study the development strategy of Changchun Supor Electric Appliance Co.,LTD.Based on the analysis of the development status of Changchun Supor Electric Appliance Co.,LTD.,the paper also analyzes the problems in the development of the company and the causes of these problems.At the same time,it comprehensively analyzes the company’s current internal and external environment,use the SWOT model to analyze the company’s current strengths and weaknesses,and the opportunities and threats it faces,defines the company’s short-term and long-term development goals,and puts forward that Changchun Supor Electrical Appliance Co.,Ltd.should choose SO strategy as the leading strategy and WO strategy as the supplement.Using the company’s current stable team and mature business model,we will deepen the traditional household appliance channel and further seize the competitive market share.In addition,focus on the development of e-commerce channels and downstream channels.At the same time,focus on the development of e-commerce channels and sinking channels to achieve the transfer of channel focus.In addition,tried to increase the operation of other brands and expand more after-sale business,so as to make up the market gap of missing categories and improve the operational efficiency of the service team.Finally,through the implementation of the above development strategy planning,it is hoped to realize the development transformation of Changchun Supor Electrical Appliance Co.,Ltd.from a single channel and single brand agent to an all-channel small home appliance brand operator.Also hope to provide a reference for other home appliance brand agency company development strategy.