中國冰箱行業(yè)戰(zhàn)略報告(1)-閱讀頁
2025-03-18 05:23本頁面
【正文】 L PLAYERS Source: Interview Manufacturers First tier distributors Retailers Local manufacturers = 7080% MNC manufacturers = 3050% Department stores Hypermarkets Specialty stores Others Local manufacturers = 2030% MNC manufacturers = 5070% 15 aaaaaa010807BJrefrigerator AMONG ALL RETAIL CHANNELS, HYPER MARKETS AND SPECIALTY STORES ARE EXPECTED TO GROW FAST IN THE NEAR FUTURE Sales distribution by channel white goods Percent 604030303840510121218Hyper markets Specialty stores* Department stores Others 5 1998 2023 2023E * Includes electronic chains such as Guomei and Dazhong Source: Saaaaaa 16 aaaaaa010807BJrefrigerator DISTRIBUTION STRUCTURE FOR SIDEBYSIDE REFRIGERATORS DIFFER BY TIER CITIES Tier 1 cities Manufacturers 1st tier distributors Retailers 2nd tier distributors 20% 70% End users 10% Manufacturers 1st tier distributors Retailers 100% Tier 2 cities Source: Field interview 17 aaaaaa010807BJrefrigerator KELON39。 McKinsey analysis Specialty shores First tier city aaaaaaond tier city Third tier city Haier shopinshops Retailers in first tier cities ? Retailers in some large aaaaaaond tier cities ? Specialty store ? Haier shop in shops ? Retailers in aaaaaaond tier cities ? Specialty store ? Haier shop in shops ? Retailers in third tier cities ? Specialty stores Haier A/C sales Co. Haier sales branches in small aaaaaaond tier cities Wholesales in some third tier cities Haier sales center in first tier cities Haier sales center in some large aaaaaaond tier cities Haier sales centers in first and aaaaaaond tier cities Haier sales branches in big third tier cities East region North region West region South region 19 aaaaaa010807BJrefrigerator MARKET DEFINITION Supply (petitor) analysis Demand (customer) analysis Overall environment analysis Market definition Market assessment ? Market share by petitor ? Industry profitability or economics 20 aaaaaa010807BJrefrigerator WHILE THE MARKET IS GETTING MORE DOMINATED BY TOP PLAYERS COMBINED, MNC PLAYERS ARE GRADUALLY TAKING MORE SHARES * Rongsheng and Kelon bined Source: SINOMR, GfK, LIIC 100%= 1998 Others 1999 2023 aaaaaa Electrolux Meiling Kelon* Haier Siemens ? Haier and Kelon are the leading players. However, their market shares are decreasing ? Although lateers to the market, Electrolux and Siemens are quickly building up their positions by focusing on midto highend and highend markets ? Compared to other MNC players, aaaaaa39。s brand Source: SINOMR, GfK, LIIC 100%= 1,500 Others aaaaaa Electrolux Meiling Kelon Haier Siemens ? Siemens is focusing on very highend market while Electrolux is focusing on midtohigh end market ? aaaaaa demonstrated strength in lowprice market ? Kelon uses multibrand strategy to target both lowtomid end market and midtohigh end market 1,500 2,500 2,000 2,500 2,500 3,000 3,000 4,000 4,000 0 0 Rongsheng* 0 Market share in major cities by price band, 2023 Million units, percent Electrolux Kelon/Rongsheng Siemens aaaaaa 23 aaaaaa010807BJrefrigerator LOCAL PLAYERS ARE DOMINANT IN MOST PRODUCT SEGMENTS, MNC PLAYERS HAVE STRENGTH IN MIDTOLARGE CAPACITY MARKETS * Another Kelon39。 GfK 26 aaaaaa010807BJrefrigerator KELON AND MEILING’S FINANCIALS SHOW THAT MANUFACTURER
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