Taking the chance of “home appliances going to the countryside”, a breach of the rural market of white home appliances was made under the push of the national policy, so that a broad rural market of home appliances is presented before the corporations, who are all getting ready to try their best to take up a part in the market. At the same time, the black home appliances industries are also refusing to admit being inferior, and begin to turn to white home appliances market. In March this year, after one year of preparation, Skyworth announced its move into the white home appliances markets.

    This is the first year Skyworth entered white home appliance market, which means that in the following months, Skyworth will face the first test of peak seasons after turning into the white home appliance market. Confronting the annually fiercest situation of home appliance market, Skyworth starts to accumulating strength, aiming at fighting a beautiful battle at the beginning of white home appliance market.

    It is known that in the upcoming three months, Skyworth will make great efforts to promote its products, sales ends, advertising, promotion, and services, in order to advance in the white home appliance market.

    As to the products, since those born in the 1980s are become adults already, the main consumers in the market is turning into these people. Whether in rural area or the cities, they have more distinct and unique pursuit on the products quality, brands and individuality. Skyworth took this feature into account when making the product design, having refrigerator as the example, wherein Skyworth developed 7 series and 47 kinds in total. This development of individuality and diversification of the products could meet the demands on home appliance of the market.

    As to the sales ends, when entering the white home appliance market, Skyworth not only made full use of the existing sales ends, but also plans to establish 5000 new ends in counties and villages from June to August this year, to further broaden the coverage of the sales ends. It is known that Skyworth has made specific plans for constructing and promoting the sales ends, and allocated special funds to support the establishment of the sales ends, in order to enlarge each retail shop.

    As to the promotion, even before the approach of the peak season, Skyworth had already made up flexible but attractive promoting policies, releasing a lot of promotion activity plans with substantial appeal to the customers, and taking up the market rapidly by surrendering part of the profits to the distributor and customers. Additionally, as to the advertising, Skyworth put great amount into the design and unified production to all kinds of advertising materials, and distribute to all areas for free. With all these methods, Skyworth aims at raise the sales performance, with the target of 0.2 billion RMB.

    As to the service, apart from spending huge amount of money to purchase most advanced production line, to manufacture products with individuality and strong competitiveness, Skyworth also put in much time and energy on the service and maintenance. Skyworth plans to solve the problem of after sale service in the rural area by establishing more retail shop in the counties and towns, to provide services more conveniently, and also to offer a chance for the consumers to better enjoy all kinds of services provided by Skyworth.

    Currently, the white home appliance market in China is in a steady situation, and there is no monopoly industry in the white home appliance industry chain, which makes the corporations having more freedom in making choices in the white home appliance market than the black one; also the stable price, and relatively steady fund scaled operation and low risks attract many black home appliance turning into the white market. Zhang Xuebin, the President of the Board of Skyworth Group, once expressed that, at the meantime of developing the main field of colored TV, Skyworth also aims at the new battle field of white home appliance market, due to the main reasons of “big market scale, better growth, and stable profit ratio”.

    Along with the development of “home appliances going to the countryside”, the market in the rural area, where it was underdeveloped before, is now showing great command and expressing broad market prospects. Additionally, as the development of national home appliance brands, consumers are more tend to choose national brands when purchasing home appliances, so that the foreign brands will have less and less competitive advantages. All that stated above provide national black home appliance corporations with favorable conditions in turning into the white market.

As the large black home appliance industry, like Skyworth, entering the market, the white home appliance market factors, which already stepped into the stages of giants competing, are becoming more and more. Many companies in the white market are competing fiercely, national and foreign brands rivaling with each other, new comers fighting with old ones, while every party are all posed with ace card in their hands, trying to get a favorable part in the white home appliance market.

    When facing the first round of peak season after entering the white home appliance market, Skyworth tries to attract more consumers with promotions, best quality and perfect service, aiming at winning the first battle in the white home appliance market.