At present, China's air-conditioning enterprises are eager to expand production capacity. The outbreak of sales in peak season in 2009 and the unprecedented high-speed growth in 20 10 freezing year made the air-conditioning market in China unprecedentedly prosperous. The whole air-conditioning enterprises in China are hoarding goods crazily, and the supply of air-conditioning compressors simply can't keep up. "This kind of stocking situation is shocking and the market risk is great!" However, in various air-conditioning enterprises, one after another, larger investment projects have been launched. Midea and Gree have built new production bases respectively, and Oaks, Chigo and Galanz are also investing in new bases ... Obviously, the market effects of these investment and expansion projects need to be tested in two or three years.
20 1 1 is the first year of the "Twelfth Five-Year Plan", and air-conditioning enterprises are also planning their development in the next five years, the most important of which is scale expansion. According to the reporter of Electrical Appliances, in 20 1 1 year, the total production capacity of seven major brands in the market, Gree, Midea, Haier, Chigo, Oaks, Hisense Kelon and Galanz, has exceeded 1 100 million units, and this figure is likely to be close to 200 million units in the next five years.
According to industry online statistics, in 20 10, the sales volume of air conditioners in China reached 94.95 million units, up 44% year-on-year. Among them, the domestic sales volume was 5,654,380+0,350, a year-on-year increase of 37%; The export volume was 43.6 million vehicles, a year-on-year increase of 55%. Most people think that the domestic sales of household air conditioners in China will fluctuate greatly, but optimistically, the average annual growth rate will remain at 15%, while the export volume is expected to increase by 10% every year. Based on the basic data of 20 10, it can be predicted that the sales volume of air conditioners in China will reach 78 million units in 20 13 and 130,000 units in 20 15. The export volume will reach 58.03 million units in 20 13 and 70 million units in 20 15, and the market demand is great.
The future demand growth of air conditioners comes from four aspects:
One is the real estate market. Although the current real estate regulation and control policy is very strict, the effect of the policy is not obvious. The housing rental market in all parts of the country is also hot because of real estate regulation and control, which objectively causes the vacancy rate of houses in all parts of the country to decline, thus driving air-conditioning consumption. In addition, the goal of building 36 million sets of affordable housing in the next five years will increase the consumption of about 70 million air conditioners.
The second is the updated consumption of urban air conditioners. According to the average use time of an air conditioner for 8 years, the next 5 years will be the stage of a large number of air conditioners.
The third is the export market. The economic recovery of developed countries and the rapid growth of emerging markets have brought opportunities to export markets. In addition, the global warming trend is obvious, and the probability of high temperature weather increases.
The fourth is the rural market. In 20 10, the sales of air conditioners for home appliances to the countryside was about 25 billion yuan, accounting for 10% of the total sales of air conditioners in China. According to the latest feedback from the industry, in the first quarter of 20 1 1, the sales of air conditioners for home appliances to the countryside were in a surge state. Air-conditioning enterprises generally believe that the popularity of air-conditioning in rural markets will bring huge market space.
Midea Air Conditioning said: "It is almost certain that the air conditioning market will not develop rapidly and steadily in the next five years. Air-conditioning sales are greatly affected by the weather, and there is still great uncertainty in national policies, which will lead to huge strategic risks for enterprises to expand production. Dong Mingzhu once said, "Another growth point of the air-conditioning market in the future will come from the fall of some peers. "
An overview of the model essay 2 project of college students' innovation and entrepreneurship planning book
Background of project planning.
With the deepening of family planning, there are more and more only children. And with the improvement of people's living standards, "no matter how hard it is, you can't suffer children." It can be verified everywhere. Not to mention the main nutrients of infants and young children-milk powder and dairy products. Even in rural areas, children's milk powder has never stopped. After a lot of market research, most of them buy milk powder from local department stores, and even from some self-employed grocery stores. If a brand of milk powder has quality problems, consumers can't be notified in time. Without good sales service, once there is a problem, the consequences will be very serious.
2. Project concept and unique advantages
Our supermarket provides customers with excellent after-sales service. Understand the customer's needs in time, and then help customers solve difficulties and eliminate doubts.
3. Key elements of project success
The key issues for the successful promotion of the project are:
(1) Understand and master the psychology of customers. Including customers with higher income, they will pay more attention to the quality of products, so we will have high-grade goods for them to choose from, and for those consumers with lower purchasing power, we will also have low-priced goods for them to choose from. But no matter what kind of consumers, as long as they buy goods, our service is the same. Do a good job in after-sales service and keep abreast of market trends.
(2) Guide new healthy consumption and increase the added value of commodities. Because there is no after-sales service like ours in the market. In addition, we advocate paying more attention to the baby's healthy consumption. So it is called a new type of healthy consumption.
4. Guarantee conditions for the success of the project
"Healthy baby" milk powder monopoly cares about baby health.
(1) Depending on the quality of goods, we must follow the basic formula of milk powder formulated by the state when purchasing.
(2) Good after-sales service. This is undoubtedly very attractive to sellers.
With the continuous improvement of people's living standards, parents pay more attention to their babies' health and will choose products with better after-sales service. And we are the place to provide consumers with high-quality after-sales service and strict quality assurance.
Project implementation objectives
First of all, improve the popularity of "healthy baby" milk powder monopoly. As a new shopping mall, we should first open the market in the county market, gain experience and reputation, then attract investment in large and medium-sized cities in China with the strategy of encircling cities from rural areas, and then push it to the national market.
Short-term goal: occupy a certain sales market share in some third-tier markets. It occupies 40%~50% market share in one year and 80% market share in the whole county in two years.
Mid-term goal: Taking milk powder and dairy products as the breakthrough, we can put some baby toys and daily necessities (including milk utensils, diapers, talcum powder, toilet water, etc. ), clothes and shoes are put on the shelves after approval.
Long-term goal: achieve 30%-40% of the national sales market of infant products.
I. Service introduction
Services provided by "Healthy Baby" milk powder monopoly to sellers:
(1) First of all, from the layout of the storefront, the storefront area is required to be about 40 square meters, and refrigeration equipment is used. Freeze some fresh milk and dairy products that need to be preserved. On the other side, put up shelves and put the filled milk powder. Shelves are set at intervals of 60~80cm on both sides, and some bagged milk powder, boxed liquid milk and bottled liquid milk are placed. Of course, the shelves can't be fully utilized, which is to prepare for future expansion. There is about 1.6M table and chair space in the middle, which provides a place for consumers to rest, and the store provides free tea for consumers.
Secondly, post a "No Smoking" sign outside the store. Because there are always pregnant women and babies in the store, second-hand smoke is the most harmful, and pregnant women and children must not be allowed to become victims of second-hand smoke in the store. Therefore, we must ensure that the store environment is good and the air is fresh.
(3) As long as customers buy milk powder or liquid milk (24 bottles), we need to register. The contents of the form include name, baby's name, home address, contact information, milk powder name, purchase time and remarks.
Within three days of the customer's purchase, we called to inquire about the baby's eating situation and whether there were any adverse reactions. In this way, we should pay attention to the baby's health and the interests of every customer. After a month, we called again to find out about the baby's growth, health and milk powder consumption, which can remind parents to breastfeed their baby normally. If it is liquid milk, you should know whether it is a cup every morning or a cup in the morning and evening. In this way, if they have any difficulties, we can give them timely help. After two and a half months, we will know the baby's growth and their feedback for the third time by phone. Through direct contact with consumers, it is easier for us to understand consumers' psychology. In addition, three telephone exchanges left a deep impression on consumers. In addition, we will remember the names of consumers, and when they come back, we will have a familiar feeling, so that consumers will have a sense of intimacy.
This is the tracking service we advocate. Instead of helping consumers solve problems after they find them, they take the initiative to understand customers' needs in time. Helping them solve their difficulties in time is the real after-sales service.
Second, the market analysis
1, comprehensive environmental analysis
China has a large population and many babies, and is about to enter the second baby boom after family planning. With the improvement of people's living standards in China, the consumption level has also increased. In addition, there is a custom in China that "no matter how hard you suffer, you can't suffer your children". Therefore, eating milk powder and dairy products by infants will not be considered as a luxury negative concept. Secondly, many people are busy with work, and the breastfeeding time is particularly short. Some children eat milk powder from several months to several years old. Therefore, the market capacity of milk powder will continue to expand.
2. Analysis of competitive environment
At present, there are only two large supermarkets in dongzhi county (Shanghai Lianhua Supermarket and Chizhou Donghuadong Supermarket), with a market share of 70%~80%. Our competitors are mainly these two supermarkets. From the geographical environment of dongzhi county, dongzhi county County is the main shopping center in the east, and some important goods will be purchased in the county. The towns farthest from the county only need 13 yuan by car. Therefore, we open the supermarket in the commercial street, which is convenient for customers to find and can achieve the effect of direct sales.
3. Competitive situation
Due to the introduction of market competition mechanism, the competition in shopping malls has also intensified. With the improvement of per capita consumption level in China and the intensification of competition in the milk powder market, milk powder in China is becoming more and more specialized and subdivided. However, there are very few specialized infant milk powder, which can be said to be a blank market. Of course, the emergence of this new business model does not rule out that some people imitate this monopoly.
4. Description of competitors
As a new business model, milk powder monopoly will touch the interests of milk powder sales in all shopping malls and various small grocery stores. There is competition with all businesses selling infant milk powder. But the main competitor is the big supermarket.
5. The strategic position of competitors
Based on the above analysis, "Healthy Baby" milk powder monopoly adopts high-quality after-sales service and good shopping environment, and seizes market share with differentiated after-sales service strategy.
We enhance the company's popularity by strengthening the training of professional teams, continuously improving the service quality and providing a better shopping environment. In addition, we will continue to engage in some topics about protecting baby's health. Let consumers know more about the connotation of our company.
6. Problems and opportunities of "healthy baby" milk powder monopoly
Problem point (market obstacle)
Many large supermarkets have formed a brand effect in people's minds, and feel that the quality of large supermarkets is trustworthy and relatively safe. Therefore, it is difficult for new supermarkets to enter the market, and it is impossible to improve their popularity in a short time.
Opportunity point (market gap)
Although supermarkets sell infant milk powder, many salesmen do not understand the composition and culture of milk powder, and there is no monopoly on infant milk powder. In addition, without high-quality after-sales service, the added value of goods is not high. By increasing the added value of goods, we can understand the psychology of consumers and solve their needs in time. This is a bright spot in our sales process.
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