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Beijing Youth Daily Field 2005-06-1417: 52: 56
"The floor fan is specially designed for use in the dormitory, and the student fan is specially designed for the ventilation needs of the student dormitory. Box fans and small mansion fans are used in conjunction with office air conditioning, which is in line with the energy-saving proposal of' air conditioning is 26 degrees' ... "This summer, when people in fan shops promote products, there will always be a specific user group. Market segmentation seems to be the "key word" of the fan industry this year.
Under the influence of the price reduction in the air-conditioning industry and the increase in product functions, the electric fan once owned by every household has been completely ignored. However, the fan industry has not considered that fans have entered the market elimination period, and fan enterprises led by Midea are taking advantage of market segments to seize business opportunities again.
According to He Yi, head of the marketing department of household fans in Midea, as a leader in the domestic ventilation industry, Midea has been striving to innovate and explore the market and products of the fan industry, trying to make the market of household fans and ventilation equipment with great potential bigger and better.
For a long time, due to the relatively stable profit of the fan industry and the widespread brand protection in the market area, some fan brands have lost their vitality and motivation, while some manufacturers' products still remain in the style of the 1980s and 1990s, which seriously restricts the healthy development of China's fan market. Midea believes that it is a critical moment to promote the upgrading and development of the whole industry with strength and revitalize the industry.
In recent years, fans of beauty have concentrated on investigating different consumers in order to win the strategic "art" of developing market segments. Because different consumer demand means different market segments. This will create more benefits for the traditional fan industry, and the products or services customized for each market segment will also bring more benefits.
At the beginning of 2005, Midea clearly put forward the subdivision concept of "student model" for the first time in the industry, and then "beautiful student model" appeared in the market. Simple and beautiful student fan, dynamic color elements, unique anti-skid device and long power cord cater to the ever-changing trend of campus students and completely change the monotonous and boring fan in campus dormitory.
Last year, through a number of consumer symposiums held in Beijing, Guangzhou, Shenzhen, Dongguan, Nanjing, Zhengzhou, Chongqing and other places, we learned that the requirements of middle and high-end consumers for fans have gone beyond simple heat dissipation and ventilation, and the appearance and additional functions of fans have become the focus of purchase-not stingy, not rustic. Therefore, in the new products of Midea fans in 2005, we consciously introduced the best-selling products exported overseas to China.
As early as 200 1, Midea took the lead in introducing building fans to the European and American markets, and has now achieved sales of more than1000000 units, accounting for 45% of the American market. This year, Midea applied mature technology and technology to build a building fan for the top class and white-collar workers in China, which is known as the leading work in the industry and represents the highest level in the industry! Midea star building fan completely solved the problem of "small air volume and large noise" of similar products in China: adopting centralized air duct design, the air volume increased by more than 50%; At the same time, the noise is 30% lower than that of peers, allowing users to enjoy the cool space of individuality.
Although some insiders said that in the current market environment, the products are highly reproducible. The beautiful fans who know the domestic market situation set their sights higher and farther. Beauty cosmetics not only make products, but also seek brand recognition in the minds of the younger generation. By May of this year, fans of Midea have directly settled in many influential universities across the country and sponsored many sports and cultural activities such as music, animation and pulley. So as to build a bridge between the younger generation of colleges and universities and the brand of beauty in the most fashionable way. He Yi said: "Only by gaining the emotional recognition of these young consumers can we gain sustained product consumption power."
With the improvement of the style and function of electric fans, the selling points of electric fans are gradually increasing. This summer, the trend of fans seems to be different from previous years: fan products with health, safety and multifunction are gradually becoming new consumption hotspots.
In several large-scale electric appliance chain stores such as Hefei Suning and Wuxing, it is difficult for people to see a single-function electric fan now, and the multi-function seems to be a bright spot. Switches are manual, pedal and hidden. The types of wind can be divided into normal wind, natural wind and sleeping wind. The height and lift of the fan can be adjusted freely, and some fans can also add water or ice to humidify and purify the air ... Some fans have multiple functions at the same time, such as an air-conditioning fan called "365-day service" launched by Lianchuang, which integrates oxygen refreshing, ice crystal energy storage and refrigeration. Some fans focus on one function, such as a mosquito-killing and leaf-turning fan introduced by Pioneer, and an electric fan even has the function of "leaving fragrance" for fresh air.
With the repeated occurrence of SARS epidemic, consumers' demand for health care products has become particularly strong. In view of this, Midea, Emmett and other fan manufacturers have learned the practice of air conditioning and made a big fuss about improving air quality, so that electric fans have the functions of negative ions, oxygen bars and air purification. Among the new electric fans, air-conditioning fans are the most common. It has the function of "oxygen bar", which can radiate negatively charged ions into the air through the built-in negative ion emitter, thus neutralizing positively charged smoke and dust in the air, playing the roles of blocking bacteria, removing dust and deodorizing, and also purifying the air and eliminating "second-hand smoke". □ Ping Xiu
1999 electric fan market research report
Beijing Huatongren Market Information Co., Ltd. has long been committed to industry research. Not long ago, Huatong Company's industry report on electric fans showed that the output of electric fans in China was 6 158 1400, which was 8% lower than that of 1998. At the same time, the electric fan industry showed a negative growth trend from 1996 to 1999 (see figure 1 and figure 2).
Location: Guangdong, Jiangsu and Zhejiang.
The regional output is 1998, and the output of electric fans in Guangdong is 51830,000, accounting for 78% of the national output. Followed by Jiangsu and Zhejiang, the output is 163 1 10,000 and 138 1 10,000 respectively, accounting for 9% and 6% of the total output, indicating that 93% of the output of electric fans is concentrated in the above three provinces.
1998 The market share of the top four electric fan manufacturers are: Guangdong Midea Group Co., Ltd. 25.5%, Zhuhai Gree Electric Co., Ltd. 16.7%, Dongfu Electric Appliance Co., Ltd. 10.4% and Haier Group 6.4%.
Import and export: exports are greater than imports.
Exports: Mainly sold to China, Hongkong and the United States.
In the past few years, the export momentum of electric fans in China has been good. Except that the export volume of 1996 is slightly lower than that of 1995, the export volume of 1997 to 1999 shows an upward trend (see Figure 3). 199 The export volume of electric fans was 84.66 million units. However, the export of electric fans always has the problems of large export volume and low export value. It is predicted that the export volume of electric fans will be surpassed by air conditioners, refrigerators and washing machines in 2000.
As can be clearly seen from Figure 4, electric fans exported to China, Hongkong and the United States account for 66% and 74% of the export volume. Fig. 5 shows the number distribution of outlet types of electric fans.
Import: Almost all ventilator fans.
The import of electric fans has been on the rise in recent years (see Figure 6). 1999 imported 8.75 million electric fans, which increased by nearly 17 times compared with 5 16000 of 1995. Figures 7 and 8 show the distribution of electric fan imports by country and category. Figure 8 shows that almost all imported electric fans are ventilator fans.
Market: There is still room in the countryside.
Electric fan is an early household appliance, which has a high social possession, and its production and sales volume are declining year by year. In the case of relatively saturated domestic market, overcapacity and fierce market competition, the majority of electric fan manufacturers are striving to open up the international market.
From the brand ranking of electric fans, Midea ranks first in fan production and sales, with a domestic market share of 25.5%, followed by Gree and Emmett. See Figure 9 for the top 10 brands in the retail sales of electric fans.
Judging from the output of major brands, Midea's output reached 1 654,380+00000 units, accounting for 3 1% of the national total output.
According to Huatong's research, the number of electric fans owned by China residents has reached a high level, and the market demand mainly comes from family renewal and new families. At present, electric fans have become saturated among urban residents, while in rural areas, the average ownership rate of electric fans among residents has reached 77.7%. The survey shows that 1 1.2% of rural residents intend to buy electric fans within five years, and 5.3% of them intend to buy electric fans within 1 year. It is more common for a family to have multiple computers. However, in the southeast coastal areas and the economically developed rural areas in central China, the purchase of electric fans has shrunk, and the entry of air conditioners has squeezed a certain market share of electric fans.
In addition, due to the general price reduction of 1999 household appliances, the price of electric fans has also been lowered. Taking Beijing as an example, the price reduction of electric fans is the largest, reaching 15.9%.
Market forecast in 2000
Through monitoring, Huatong researchers found that in June 2000, the output of electric fans was 30,599,200 units, which was 1. 1% lower than the same period of last year, while in May, the output of electric fans was 1.03592 million units.
According to the prediction of experts from the National Information Center, the demand for electric fans in 2000 is about 53 million. In addition to continuing to maintain export performance, electric fan products have been partially replaced by air conditioners in the domestic market, and the product structure has also been adjusted. At the same time, many new products appeared on the market.
Beijing huatongren market information co., ltd
Management upgrade of vermicelli market
◇ Font: [large, medium and small] Comments Source: Beijing Youth Daily (05/08/02 00:00)
At the annual meeting of General Electric in 1996, legendary CEO Welch brought six horses to GE for the first time, which also made Agger a world-renowned legend of quality and service. Motorola, Hewlett-Packard and other well-known enterprises have experienced such a transformation process. A few days ago, Midea Fan also officially announced the launch of the first "6sigma" project of China household appliances enterprises. This means that China's home appliance enterprises have officially reached the same production standards as their international rivals.
Chinese medicine has made great achievements in treating hypertension.
So what is "6sigma"? Is it really that powerful? As Ge Zening, a domestic expert in six-sigma management, pointed out, the implementation of six-sigma standard is a "thrilling leap" for China enterprises. For China enterprises accustomed to departmental management, to further upgrade to the level of Six Sigma process management, enterprises must first have an international management foundation and industry-leading production scale.
However, with the expansion of production scale in recent years, the intensification of market competition, the rise of raw material prices and other external factors, the fan industry as a whole has entered a low-profit era. Faced with such a grim situation, fans of Midea realize that it is not enough to rely solely on the original quality system and standards. To stay ahead, we must reduce manufacturing costs and shorten the distance with international trading partners and competitors through more advanced management mode. Therefore, the "Six Sigma" standard oriented by process management has become the only way for Midea Fan to break through the management bottleneck by introducing ISO and ERP. So what exactly is the "6sigma" management system? According to the person in charge of Midea's fan quality assurance department, "In short, 6Sigma is a quality management method that continuously improves the quality of products and makes the unqualified rate of products approach zero."
The ultimate goal of a company that adopts the standard of "six suitable horses" is to achieve "six nines", that is, only 3.4 mistakes are made every 1 10,000 opportunities, that is, the accuracy rate must reach 99.99966% every time! This can be said to be the most stringent production management and quality standards formulated by international production enterprises at present.
Since GE Welch introduced the management system of "Six Sigma" to China through his autobiography in 2002, more and more domestic enterprise managers have taken "Six Sigma" as the highest goal of their own enterprise management and development. But "6sigma" is a huge management project, involving the cooperation of many departments such as design and production. The key to its success comes not only from the "hardware" factors such as enterprise scale, but also from the overall consciousness and determination of the top decision-makers and production management teams. Therefore, it is definitely a difficult test for enterprises to truly realize the "6sigma" management standard.
"Midea's fans must undergo a thorough reform, consolidate its position as the leading brand of global fans, widen the gap with competitors, turn the enterprise upside down, and make Midea's fans become the pioneers in China's home appliance industry to achieve the management standard of' six horses'! The existing processes that are not conducive to the implementation of enterprises should be re-formulated, and those that hinder the implementation should be kicked away ... "Zhou, general manager of Midea Fan, said at the project kick-off meeting.
For the industry, the demonstration role of Midea's introduction of 6sigma management system will undoubtedly promote the management level of the whole industry. At the same time, it has accelerated the natural elimination of enterprises with low management level and poor operating efficiency, and promoted the more effective allocation of social resources. Therefore, in the long run, the vast number of users will eventually benefit from it, and they will buy products that can better meet their individual needs and have higher quality, thus improving their quality of life.
The quality of electric fans in Shanghai market is low.
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June 30, 2005 05: 19 People's Daily Online-East China News
Xinhua News Agency, Shanghai, June 29th-The results of supervision and spot check announced by Shanghai Bureau of Quality and Technical Supervision today show that the phenomenon of low price and low quality of electric fans is widespread in Shanghai market. Of the 68 products sampled, 40 were qualified, and the qualified rate of sampling was only 58.8%.
Electric fan manufacturers and products with serious quality problems are:
"Chrysanthemum" box fan sold by Shanghai Jiameihao Department Store Branch and produced by Wuxi Meiju Electric Appliance Company and Neptune Electric Appliance Company; Yunma series luxury box fans sold by Shanghai Changjiang Estuary Hardware and Electrical Appliances Company and produced by Cixi Xinyu Company; Nanhui Innovation Mall produced by Lishui Jiangling Household Appliances Co., Ltd. in Nanhai City and "Zhimei" sales.
Page-turning electric fan; "Jinhao" box fan sold by Nanhui Innovation Shopping Mall and produced by Jinyingwei Plastic Hardware Electrical Appliance Factory in Shiwan District, Foshan City; "Petrochemical" AC wall fans produced by Shanghai Business Center Electrical Appliance City and Shanghai Huasheng Electric Appliance No.10 Factory; "Li Jinge" AC wall-mounted fan sold by Shanghai Nine Planets Comprehensive Market and produced by Foshan Nanhai Yizhuanjia Power Plant; Last/better/previous/last name
"Changling" AC desktop fan sold by Haizhuanqiao Trade City and produced by Zhongshan Shihe Electric Appliance Co., Ltd. of Changling (Group) Co., Ltd.; "Eagle Diamond" desk fan sold by Shanghai Brick Bridge Trade City and produced by Eagle Diamond Power Plant in Nanhai District, Foshan City.
(Ji Jian)