Project background:

某国际白色家电品牌（以下简称客户）在中国市场的销售额逐年下降，面临着激烈的竞争和消费者需求的变化。客户希望了解中国白色家电市场的现状和未来趋势，评估自身的竞争力和优势，制定有效的市场进入策略，提升品牌知名度和市场份额。

Customer pain points:

客户缺乏对中国白色家电市场的深入了解，不清楚自身在各细分市场的定位和差异化，没有明确的目标客户群和渠道策略，也没有针对中国消费者的产品创新和营销方案。

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:

中国白色家电市场概况：介绍了中国白色家电市场的总体规模和结构，分析了各细分市场（如空调、冰箱、洗衣机等）的市场特点、增长动力、消费趋势和发展前景；

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;

中国白色家电市场进入策略：制定了客户在中国白色家电市场的进入策略，包括产品创新策略、渠道拓展策略和营销推广策略。产品创新策略涉及了客户如何根据中国消费者的需求和偏好，开发符合中国市场特点的新产品或改进现有产品；渠道拓展策略涉及了客户如何利用不同类型和地区的渠道商，建立有效的渠道网络和合作关系；营销推广策略涉及了客户如何通过不同的媒体和活动，提升品牌知名度和美誉度，吸引和留住消费者；

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:

尚普为客户提供了全面而深入的市场进入咨询服务，帮助客户：

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;

制定有效的产品创新策略、渠道拓展策略和营销推广策略，满足消费者需求，增强品牌影响力；

提供可行的进入实施计划、风险评估和收益预测，保障项目的执行效果，实现市场进入的成功。