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1、市场拓展计划MarketdevelopmentplanJuly-December,2009背景Background外部环境Externalenvironment受宏观经济环境影响，小家电市场整体销售呈现同比下降，但以食品加工机和电压力锅为代表的厨房小家电逆市增长。Asaresultofmacro-economicdownturn,Smallhouseholdelectricalappliancesmarketshowingyear-on-yeardeclineinoverallsales,However,smallkitchenappliancessuchasfoodprocessingm
2、achinesandelectricpressurecookergrowthagainstthemarkettrend以美的，九阳，奔腾为代表的国内小家电品牌凭借资金优势采取大规模媒体投入配合店内促销，扩大市场份额的策略。SmalldomesticappliancebrandssuchastheMidea,Joyoung,POVOSwithlarge-scalecapitalinvestmentandin-storemarketingmediatoexpandmarketshare2背景Background外部环境Externalenvironment以飞利浦，松下为代表的国外小家电品牌纷
3、纷推出新品，并开展大力度的促销活动抢夺高端市场。ForeignbrandssuchasPhilips,Panasonichaveintroducednewproducts,andgreateffortstocarryoutpromotionalactivitiestosnatchthehigh-endmarket.零售渠道（包括家电连锁和百货商场）为提升销售，也频频开展大力度的促销活动，并将促销费用转嫁给各个品牌。Inordertoenhancesales,retailoutlets(includinghomeappliancesandthedepartmentstorechain)has
4、alsobeengreateffortstocarryoutpromotionalactivities,andpassthecostofpromotionsonallbrand.非零售渠道由于企业盈利减少，集团购买需求下降，同时中国移动在1－4月暂停礼品采购，因此出现销售同比下降Non-retailchannelstoreducecorporateearnings,theGrouppurchasedadropindemand,whileChinaMobileinJanuary-Apriltosuspendtheprocurementgifts,resultinginyear-on-year
5、declineinsales3内部环境InternalenvironmentProducts：DH:上半年推出14系列及Pet-lover宠物吸尘器，果断淘汰KA系列低毛利产品，但中高端吸尘器产品没有推出，这是下半年的重点工作。Launched14seriesandPet-loverpetvacuumcleaner,andstopproductionoftheKAseriesoflow-marginproducts,butdidnotlaunchproductsinthehigh-endvacuumcleaner,whichisthefocusofthesecondhalfofthewor
6、kofDR:上半年EOT550等4款电熨斗推出，下半年结合市场趋势重点在于食品加工机，电磁炉，加湿器的新品，并争取进一步丰富电压力锅产品。IronEOT550releasedduringthefirsthalf,secondhalfcombinedwithfocusonmarkettrendsinfoodprocessingmachine,inductioncooker,humidifierdevelopment,andtofurtherenrichtheelectricpressurecookerproducts.背景Background4背景Background渠道：受国美事件影响，上
7、半年我公司专柜已全面撤出国美门店，从而影响的零售销量和市场份额Channels:thecaseoftheGome,atpresentourcompanyhasbeenfullycounterfromGome,whichwillaffectthevolumeofretailsalesandmarketshare客户：目前经销商基本都是合作期较长的客户，对公司比较了解，希望得到公司更大的支持Guest:Thedealersa
