China's console market development bottleneck

China currently has a population of 1.3 billion, nearly 400 million households, huge market capacity.In 2006, China's domestic market multifunction console sales of less than 100000, 2011 to 200000, 2013, multifunction console in mainland China sales of close to 500000 units, highlighting the huge development potential of the Chinese market.But due to the shrinking domestic household sewing machine market for a long time, coupled with sewing machine manufacturers of household sewing machine production not value, led to household sewing machine market when facing new development opportunities but suffered a bottleneck in its development.Console manufacturers only find out the reasons which restrict the development of the household sewing machine, breakthrough development bottleneck can better grasp the pulse of the market, grab market opportunities, implement enterprise new profit growth and their own development.

Only from the current domestic market present situation, the multifunction console has been development bottleneck, the author summarizes the adjusted time for reference:

First, the quality and products though the gap compared with international advanced level but there is room to improve.At present, China's export-oriented household sewing machine products, and products are mainly concentrated in the zhejiang region, such as lishui, jinyun gathered several hundred household sewing machine and spare parts processing enterprises, large and small enterprises manufacturing level is uneven.With the problems of industrial sewing machine, due to the lack of innovation, the current domestic household sewing machine products are homogeneous problems, price competition is very fierce.In terms of sales price, still occupy the high-end brands in Europe and America, Japan brand price is in 1000 yuan to 1000 yuan on average, homebred brand average price was below 1000 dollars.

Second, the lack of independent brands, Chinese products branding consciousness weak, especially with hundreds of years history of the United States, Japan - home brother brands such as compared to apparently insufficient in the competition.Although at present, the technology development of domestic household sewing machine has earth-shaking changes, set embroidery, and other functions in one multi-purpose household sewing machine technology already quite mature, but domestic console brand enterprise own branding consciousness is weak, does not pay attention to product propaganda, etc, it also led to the domestic consumer impression of console also stay in previous traditional black machine, affected the credibility of the product and sales.

Third, the people consumption habit, consciousness and level.When it comes to the main factors which restrict the development of the domestic household sewing machine market, the consumer habit, consciousness and level reflects the personage inside course of study more concentrated.Multi-functional household sewing machines in Europe, America, Japan and other developed countries and regions penetration rate is very high.In our neighbouring Japan, for example, family rate of the multi-functional household sewing machine for more than 98%.These countries have the child in school learning to use a multi-functional household sewing machines, some families even have two or three sets of multi-purpose household sewing machine.They use multifunction console's main purpose is to improve the quality of life, increase the life interest, meet the diversity and personalized consumer demand.Especially through his brain begin, DIY, brought joy to people's life, improve the taste, this is a domestic and Japanese joint mechanism creation power's biggest "gap".

Fourthly, channel construction and management issues.As is known to all, sewing machinery products as a kind of industrial consumer goods, dealer agency system has been the main marketing channels.In terms of marketing, most console production enterprises adopt the mode of traditional marketing and the coexistence of electricity sales to carry out business activities.Traditional way, mainly divided into () the (city) electric mode (electric city) and own stores;Electric business sales, the main can be divided into network sales and TV shopping way.Facing the terminal market, especially in the face of the large stores such as wal-mart, gome, even powerful level agents, dealers also appears some puff.After all into large stores the overall amount of capital needed is too large, such as collection is slow, and brand enterprise most is not willing to put up limited money and distributors to develop the market together.Represented by leap forward part of the enterprise, also in the form of TV shopping to expand sales, such as Oriental Seagate, happy shopping, purchase, the epicenter, covering such as media, mainly for second - and third-tier cities.

Nearly two years, the network marketing development soon, the network marketing for multi-functional household sewing machine sales to expand a new field to a Tmall, taobao, jingdong, gome online, purchase, Vipshop Su Ningyi, 1 store and other large-scale shopping website is the console.But the price of online and offline products issues and the console manufacturers and dealers have to face the problem.

A dealer that network marketing is household sewing machine on the channel's bold attempt, now look at this way is correct.But the negative influence is expanding its sales inherent disadvantages, to standardize and rectification.

First of all, the network channel first brought a series of goods.Sewing machine generally adopt the proxy pattern, usually set a fixed area total generation, form a "monopoly" advantage.No regional restriction, but online sales for the agent, the original advantage in front of the net sales, own regional markets into with the infighting between brands.

Second, the series of cargo necessarily associated price competition.Network channels in terms of cost more advantages than physical stores, the resulting adjustment space, plus "percussive drill" "rob sales ranking" network marketing means such as driven, low volume now common ways of online store, the store is the most fatal blow.

Third, the lack of regulation network channel, provided a hotbed for fake and inferior products.Since the market sell like hot cakes, and some of the delinquents counterfeiting, counterfeits behavior, and network channels no traceability, making fake illegal cost is almost zero.The losses to consumers at the same time, more to the brand a devastating effect.

Fourth, supporting service system is not perfect.Online sales of late shipping damage, after-sales maintenance, training and other issues, it is difficult to get timely and effective solution, lead to equipment can't normal use.

Although network channel has many problems, but many household sewing machine manufacturers agree that household sewing machine through the network channel sales, has achieved good results, will become a trend.At the same time, manufacturers have begun to formulate measures of settlement: such as the network of stores screening, source control, build real-name authentication system, coordinating interests of electronic retailing entity distribution, increase the tort punishment, etc., makes every effort in the short term can purify the competition order, and make the direction of the market on track.

To find countermeasures to the development of China's console market

Console market there is no denying the fact that China is huge, but to really developed, not only needs the efforts of the manufacturers, agents and association of industry and pay, also requires countries to give more policy support and encouragement, and only if we work together, together to see China's sewing culture really drive up, push the console real return to the family.

 

Leap group chairman Qiu Jibao thinks, although now the console market of our country still exists many immature and imperfect place, but any is the need to nurture and guide the market, once the market up, will play a huge role for expanding domestic demand, increase employment.To that end, he is an urgent need to state in the multi-function household sewing machine technology innovation, technical innovation and brand foster should give policy support:

First, the multi-purpose household sewing machines listed in the catalogue "home appliances to the countryside".For consumers, especially the rural consumers buy afford a high quality, low price of household sewing machines, participate in solving the problem of rural surplus labor employment, manifests the construction socialism new countryside.

Second, the multi-functional household sewing machines as education content, primary and secondary schools across the country to set up sewing skills courses.Led by the ministry of education at the same time to form the government support, industry promotion, enterprise financing patterns of cooperation, in large and medium cities of the country's primary and secondary schools to establish multi-functional household sewing machine training center;Refer to Japanese and Korean model, "grab from baby", every organization "contest of national primary and middle school students sewing work".

Third, encourage multi-functional household sewing machine enterprises technological innovation and brand construction.

At the same time, the domestic console production business are taking measures to "save".

In terms of sales market, the present stage the console manufacturer 90% is the retail forms, the opening of a branch office in around, dispose of regional sales.At the same time, for the sake of rapid expansion of network, sewing machine manufacturer cooperation with television, frequently in community organizing all kinds of public welfare activities, hold sewing competitions, lectures, training, promoting sewing concept.In addition, in addition to sales of sewing machine sewing machine manufacturer and auxiliary products, also enlarged the service category, increased the sewing machine rental, valet cutting, processing, embroidery, design services, such as sales, service, training, such as integrated as one of the integrated service system.

In terms of sales price, the console manufacturer by improving production technology and expand the scale of production to reduce the price of the product, at the same time according to different people develop different prices of products, try to meet the demand of different people.

In terms of skills training, Beijing thousands more joy technology co., LTD., "buford seam", leap trade co., LTD domesticratic seam yi "work butterfly sewing machine co., LTD., Shanghai" Shanghai sewing machine shop "multifunction console entities such as the club's opening, further close to the life of the people, attracted a large number of loyal customers, also be late product maintenance, training, service of reserve forces.

 

In terms of product display, such as CISMA exhibition, Shanghai frequency, joy many quilts, wuhan, such as light industry exhibition, the exhibition for multifunction console promotion brings good opportunity, attracted tens of thousands of fans by hand.

At the same time, China sewing machinery association in promoting joint art culture made some preparations:

(1) by strengthening the network new media and complementary to the traditional print media propaganda, to establish and nurture to develop social attention, the masses participate in new sewing creative culture, promote the console market prosperity.

(2) establish a household sewing machine branch of China sewing machinery association.

(3) two seam art home magazine, in the console App platform construction.

(4) three times the console into the community and public welfare activities.

(5) timely conduct quilt training and certification activities.

(6) to small-scale console display activities.

Foreign markets, domestic development

In recent years, foreign famous console manufacturers, and always adhere to the console in the production of domestic enterprises have for the Chinese market at this big cake.The brand is demonstrated through various channels, a variety of ways to enter or return to the Chinese market.In this hot, the console market of the ice has already started to melt.But to really hot, still need to continue to intensify efforts to.Review the development history of Europe and the United States, Japan and other countries the console, or we can get some experience.

1. Europe and the United States

In recent years, advocate a healthy and sustainable way of sex of LOHAS (LOHAS) are gradually in the European and American countries, created an opportunity for DIY handmade promotion.At present, the European and American countries nearly a quarter of the population are lohas, more and more people began to use household sewing machine for garment, home textile products processing, the renovation and reuse.Buy household sewing machine customers are students, designers, newlyweds, fashionable woman, and retired personnel, and so on, the purpose of the household sewing machine is no longer buy clothes in order to save costs, but to experience a DIY creation happy, seeking personalized household and their own costumes.

In such a market recognition increasingly improve the perfect time, in 2008 the outbreak of the international financial crisis for the European multi-functional household sewing machine demand release provides a good opportunity.Due to the impact of the international financial crisis, a change in people's consumption concept also, save money and personality DIY hand-made this fashionable consumption patterns quickly in Europe has been widely promotion and dissemination.Europe and the United States of local TV stations, network also provides a good platform for the spread of sewing technology, such as have related training courses on a regular basis, and manual sewing club, learning, training and so on, a series of more perfect service system and platform.It is in such a good atmosphere, under the influence of European and American hand-made enthusiasts are increasing, the demand for multi-functional household sewing machine is growing.

A financial crisis that has swept the world, as it were, sewing machinery industry has brought new business opportunities, multi-functional household sewing machine in the crisis accelerated the pace into the family.European household sewing machine sales comes from the DIY hand-made, forming perfect household sewing machine service system in Europe, the financial crisis brings opportunity to the development of, and demand because of its huge space to be able to continue.This is household sewing machine sell like hot cakes the European model of winning.Crisis, therefore, is not necessarily a bad thing, as long as there is a keen market sense of smell and thoughtful mind, then the crisis may also be the opportunity of success.While Chinese enterprises lack this bold and drive the taste of the crisis as an opportunity.

Compared to the European market, the domestic market for household sewing machine understanding is not enough, cultural background and consumer preferences differ greatly.Contrast, multi-functional household sewing machine at hundreds, thousands of the price, and at that time also are not accepted by most people in China.

Multi-functional household sewing machine in our country, on the other hand, the supporting service system is not perfect enough.Multi-functional household sewing machine after-sales service power co., LTD., for people to use machine, and lacking the guidance of related textbooks rarely, single training mode, the club organization has not yet been developed, such as a series of factors can affect the release of the domestic people demand for multi-functional household sewing machine.Not enough mature market environment, decided the European model in China under the current situation of replication.

But do not copy doesn't mean you can't draw lessons from.According to China's specific national conditions, according to the existing state of the market, we can still draw lessons from the European model is a part of experience.For example, in people's consumption consciousness guidance, the construction of the supporting service system to the market, cultivating of the market, etc.In recent years, with China's rapid development of the social economy and culture gradually, domestic large and medium-sized cities gradually and the world, all kinds of frequent cultural exchanges.DIY hand sewing and other kinds of agitation is increasingly popular among white-collar workers in the city, the market demand gradually increase.

2. Japan

The Japanese console arose in the 1930 s.In 1932, Ann Wells sewing machine brother finish line console test chamber of commerce, opened a development history of Japan's console.At the time, even though Japanese enterprise of the quality of the sewing machine products have more excellent, but represented by "SINGER" is occupying the Japanese imports of sewing machine sewing machine market dominant position.During this period, Japan implemented the New Deal, as much as a 35% tariff on imported products, a great shock to the imported goods.Represented by brothers, local enterprises seize the opportunity, implements the parts standardization production, design and production of machine for sewing machine production, actively improve the technology and improve quality.

After the war, Japan entered the high-speed economic development period, the sewing machine came into the Japanese family soon.At that time, the Japanese women use sewing machine is a very common family economic activity, where the couple get married, is bound to pick up a relatives household sewing machine as a gift.20th century seventy s and eighty s, the sewing machine household penetration rate was over 90%, and the sewing machine as one of the earliest export machinery products in Japan, obtained the unprecedented market, technology and function of the console is also constantly strengthen - '60 s, had electric sewing machine;In the 70 s, the produced electric sewing machine;In the 80 s, the birth of small computer automatically adjustable line sewing machine;Appeared in the 90 s, computer embroidery sewing machine;Entered 21st century of a new, multi-functional household sewing machine family rate reached more than 98%, a household sewing machine can be used as a workstation to sewing.What gives the Japanese household sewing machine such strong momentum?Nature is the market demand.

First of all, the Japanese female employment rates lower, mainly is the housewife, they will often do some manual labor, make domestic household sewing machine market is large and relatively stable.

Secondly, in the process of using a sewing machine, Japan and also introduces the more advanced European and American countries: to sewing by hand into school curriculum.In a small, early, set different difficult course in senior high school curriculum, teaching students sewing skills.Sewing machinery industry since the 1970 s, Japan every year national small, early and high school students sewing works series, show the creative talent of the students.Parents and schools are actively cooperate with, including the brothers company, snake eyes and so on each big console manufacturers for many years to sponsorship of events, make the competition in perpetuity.

At the same time, the Japanese sewing machine industry to assist in teaching training work, such as the ministry of education, in order to promote education, popularization and promotion of sewing skills has made a great contribution.Sewing skills benefit from school education popularization, the Japanese people are not strange for household sewing machine.In order to develop this kind of culture, the Japanese every year on March 4, section a sewing machine.

Again, the Japanese sewing machine technology and including electronics, electric control, scanning, the combination of science and technology of high-speed photography, and other Japanese household sewing machine manufacturing technology in the world in a leading position in the industry gradually function constantly, and the status of these established markets in Europe and the United States is solid.In Korea, eastern Europe and South America and other countries or regions as representative's emerging markets, the Japanese console is becoming more and more popular.

Study some Japanese enterprise marketing experience and practice, we can get some reference:

First of all, pay attention to the console products cultural propaganda.Japan's console brands actively promote sewing machine into school education system, sponsored student sewing work, advocacy Mosaic art, the sewing as an organic part of the interest hobby to display, to attract people to participate in activities like art.Spare no effort to promote and adhere to is, can they make sewing can culture is deeply rooted in the hearts of the people of Japan.

Second, the pulse demand, product innovation.Console market for many years in Japan is very stable, its reason is to keep up with the demand of people, constantly on product innovation, bring new vitality to the market.Times have changed, in addition to the sewing, embroidery and so on the complex function of the sewing machine is very popular.With images of the scanner reads, after computer processing within the input to the sewing machine, take the form of embroidery on the cloth;Sewing machine also can be combined and printing;Prominent place with embroidery, flat out of place with color printing printing...Is constantly seeking to "change", the combination of sewing and other high-tech, to meet customer demand for sewing machine continuously extension, gives the new energy products.

Once again, with diversified approach to do marketing.Especially the rigid household sewing machine market demand in China is not enough, how to do marketing is very important.Japanese companies have experienced such stages, they tried direct manufacturers, set up shop, opened a mail-order business, introduce products to potential customers to send you product catalogue, door-to-door, into the electrical appliances supermarket, on the TV shopping directory, to carry out a variety of ways, such as online shopping business.China's market and Japan differ, but there is always a kind of way is suitable for us.Domestic companies might as well to summarizes some good methods.