Expansion into North America for a Home Appliance Company
Go Global
Project Background and Purpose
The client, a leader in the home appliance industry with its own factory in China, strong production capacity and extensive product line, has decided to expand into the North American market in recent years, with its first stop targeting the North American home improvement market.
The team was invited to conduct in-depth research on the North American market and formulate a detailed market entry strategy, assisting the client in negotiating with well-known North American retailers Walmart and Home Depot.
Project Implementation Methodology
Core Strategy:
Product Adaptation
Selection of product lines for North American residential needs
Completion of UL/ETL and other core certification upgrades
Channel Hierarchy Expansion
Customized SKUs for national supermarket chains
Regional outlets joint scene display
Supply Chain Optimization
Standardized packaging improves loading efficiency
Establishment of local pre-inspection warehouse to reduce the return rate
Project implementation:
Product research key content indicators:
Demand trends of North American furniture improvement products, distribution channel layout, pricing strategy, market share of competing brands, etc. Through in-depth communication with retailers' purchasing teams, we understand the process of product shelves, costs and conditions of cooperation.
Precise Channel Matching
Screening of 3 major adapted product lines (wireless tools/environmental appliances/smart accessories)
Developed a differentiated entry strategy of "flagship models for supermarkets+ specialized models for stores".
Negotiation landing support
Design of a "step-share" partnership program (first year guaranteed+ next year variable)
Establishment of VMI (Vendor Managed Inventory) pilot to reduce channel partners’ risk
Project Results
Helped the client successfully in Walmart and Home Depot, North America sales reached 400M USD.
Supply chain response efficiency increased by 40% +, the first year of channel cooperation renewal rate of 85%.
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Loya International Marketing Research Co., Ltd.
Tel:+86 (0)20-38361007
David|13533653828|David@dgchina.com
Location: Guangzhou, China
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