Project background:

The sales of an international white goods brand (hereinafter referred to as customers) in the Chinese market are declining year by year, facing fierce competition and changes in consumer demand. Customers want to understand the current situation and future trends of China's white goods market, evaluate their competitiveness and advantages, formulate effective market entry strategies, and enhance brand awareness and market share.

Customer pain points:

Customers lack in-depth understanding of China's white goods market, do not know their positioning and differentiation in various market segments, do not have a clear target customer base and channel strategy, and do not have product innovation and marketing programs for Chinese consumers.

Project purpose:

In July 2023, Shangpu Consulting (hereinafter referred to as Shangpu) was commissioned by the client to carry out a three-month market entry consulting project to help the client:

Analyze the size, structure, growth, trends, drivers, challenges and opportunities of China's white goods market;

Assess the customer's competitive landscape, competitors, strengths and weaknesses in the Chinese white goods market;

Determine the customer's target market segments, target customer groups, target channels and target areas in the Chinese white goods market;

Formulate customer entry strategy, product innovation strategy, channel expansion strategy and marketing promotion strategy in China's white goods market;

Provide customer entry implementation plan, risk assessment and revenue forecast in China white goods market.

Research object:

Champ collects a large amount of primary and secondary data in a number of ways, including:

Conduct in-depth interviews with customers to understand their business status, development goals, resource investment and problem demands in the world and China;

A comprehensive desktop study of China's white goods industry was conducted, collecting relevant policies and regulations, industry reports, expert opinions, media reviews and other information;

A systematic data analysis of China's white goods market was carried out, and the data of sales volume, sales volume, growth rate and price changes of each market segment in the past five years were collated;

A detailed survey of major competitors in China's white goods market was conducted to assess their product lines, pricing strategies, channel layouts, and marketing activities;

A large-scale questionnaire survey was conducted on Chinese white goods consumers, sampling 1000 consumers from different regions, ages, incomes and consumption habits to understand their needs, preferences, purchasing behavior and satisfaction with white goods products;

In-depth interviews were conducted with Chinese white goods channel providers, and 20 channel providers from different types (such as specialty stores, chain stores, e-commerce platforms, etc.) and different regions (such as first-tier cities, second-tier cities, etc.) were invited to discuss their views on the selection, sales, inventory and service of white goods products.

Project Content:

According to the research results, champ provides the following contents for customers:

Overview of China's white goods market: the overall size and structure of China's white goods market are introduced, and the market characteristics, growth momentum, consumption trends and development prospects of each market segment (such as air conditioners, refrigerators, washing machines, etc.) are analyzed;

Competition analysis of China's white goods market: evaluated the competitive position of customers in China's white goods market, identified the main competitors of customers, compared the advantages and disadvantages of customers and competitors in terms of products, prices, channels and marketing, and put forward the competitive strategies of customers;

Target positioning of China's white goods market: determine the target market segments of customers in China's white goods market, divide the target customer groups of customers according to the needs, preferences and purchasing behaviors of consumers, select the target channels of customers according to the selection, sales and service of distributors, and determine the target areas of customers according to the potential, competition and risks of the market;

China's white goods market entry strategy: formulated the customer's entry strategy in China's white goods market, including product innovation strategy, channel expansion strategy and marketing promotion strategy. Product innovation strategy involves how customers develop new products or improve existing products that meet the characteristics of the Chinese market according to the needs and preferences of Chinese consumers; channel expansion strategy involves how customers use different types and regions of channel providers to establish effective channel networks and cooperative relationships; marketing promotion strategy involves how customers use different media and activities to enhance brand awareness and reputation, attract and retain consumers;

China white goods market entry implementation plan: provides the customer's entry implementation plan in China's white goods market, including timetable, responsibility allocation, resource requirements, risk assessment and revenue forecast. The timetable defines the various stages and key nodes of the customer's entry into the Chinese white goods market; the responsibility allocation defines the responsibilities and tasks of each department and personnel within the customer in the project; the resource demand defines the manpower, material and financial resources that the customer needs to invest in the project; the risk assessment identifies the internal and external risks that the customer may face in the project, and puts forward corresponding countermeasures; the revenue forecast estimates the sales, market share, profit margin and other indicators that the customer can achieve in the project.

Project Value:

Champ provides comprehensive and in-depth market entry consulting services to help clients:

Fully understand the current situation and future trends of China's white goods market, and grasp the market opportunities and challenges;

Accurately assess their competitiveness and advantages in China's white goods market, and identify differentiated positioning and competitive strategies;

Clearly identify their own target market segments, target customer groups, target channels and target areas in China's white goods market, focusing on core business and key areas;

Develop effective product innovation strategies, channel expansion strategies and marketing promotion strategies to meet consumer needs and enhance brand influence;

Provide feasible entry implementation plan, risk assessment and revenue forecast to ensure the implementation effect of the project and achieve the success of market entry.