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Guangdong Xinbao Electric Co., Ltd. (hereinafter referred to as the new Bowes) is a professional production of Western manufacturers of small household electrical appliances. The company was founded in 1995, a development now has a dozen plants, employs more than 20,000 people, including more than 3,000 professional and technical personnel, plant area of ??over 400,000 square meters of large enterprises. With the small household appliance market continues to grow and the company's development strategy adjustment. New Bowes in 2003 began to enter the domestic market, export, however, whether it is on the market environment, style design, the concept of consumption and corporate organizations and domestic sales there is a huge difference, it turned to the domestic market to the new Bowes enormous challenges. Occupying a place in the increasingly fierce competition in the industry through product planning, the full product and market demand is fully fit, the DF-brand rapidly in the domestic consumer awareness, enhance brand value, and introduced differentiated and high value-added products, the new Bowes product strategy and business strategy plays an important role. In this paper, first introduced the research background and significance; followed focuses on small home appliances market demand scale, development and consumption characteristics, and a systematic analysis of competition in the market of small household electrical appliances; On this basis, clearly the future development trend of China's small household appliance industry market; analysis and then from the new Bowes treasure small household electrical appliances market positioning, product line management, sales management, and clear the existing opportunities and threats of the new treasure in the competition, understanding the new Bowes product strategy. Finally, to strengthen the analysis of the market demand, improve the product portfolio, strengthen the image of the four aspects of the product life cycle management and substitute brand of small household appliances product strategy to optimize the new Bowes. In this paper, through a lot of market research, from the point of view of the optimization of the new Bowes product planning, small domestic appliances market system analysis, new to the status quo of Bowes, optimize product strategy Bowes, which make up the current because product planning problems have constrained the further development of the current situation of small household electrical appliance enterprises. Through this study, on the one hand, is an empirical study of small household electrical appliance enterprises to compete in the Chinese market; On the other hand, small household appliances product planning for the new Bowes enhance the competitiveness and the future direction of development, provide scientific practice guidance. Therefore, the study of new Bowes product planning, product strategy implementation of specific operational level, has an important role.
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