From selling products to exerting brand effect, from company growth to group, and then expanding from the domestic market to overseas markets, after several years of development, domestic home appliance manufacturers have gained world-renowned products and services. These achievements are obvious to all, and they have truly embarked on the international stage. Of home appliance brands are few and far between. Therefore, strength alone is not enough. In the next step, domestic appliance manufacturers need to be more famous.
Chinese legion's "existence" is enhancedAfter fierce market competition, the mission of domestic appliances to "go global" has been completed. Although it is an indisputable fact that home appliance products tend to be saturated in the domestic market, the rapid growth of overseas performance is also sufficient to make up for the performance gap of domestic home appliance manufacturers. At present, the overseas performance of home appliance giants such as Haier, TCL, Midea, Hisense, and Skyworth surpasses domestic revenues, and most of the revenue comes from independent brands.
Not only that, but at the “IFA Showâ€, one of the world's three largest consumer electronics exhibitions held in Berlin last September, there were more than 700 Chinese companies out of more than 1,800 exhibitors from the world, accounting for 40%.
All of this shows that the "existence" of the Chinese Home Appliance Corps has been greatly enhanced, but has the domestic appliance manufacturer's globalization strategy achieved its purpose? The rapid growth of overseas performance or the large proportion of exhibitors at international exhibitions only shows that domestic household electrical appliances are more recognized in overseas markets. The real purpose is to recognize domestic appliance brands in overseas markets.
Strategic layout of domestic enterprises overseasAt last year's IFA show, Haier unveiled multiple brands including Casa Di, Fisher & Paykel, and GE Home Appliances; Skyworth and its Metz launched wallpaper-type OLED TVs; TCL used a small area to show much attention Alcatel Alpha Idol 5S mobile phone and BlackBerry KEYone mobile phone.
As can be seen from the above promotion methods, domestic home appliance manufacturers mainly promoted in overseas markets through the "dual brand" strategy and M & A strategy. The "dual brand" strategy is to launch sub-brands for overseas markets. This kind of mostly independent technology, such as Casar, owned by Haier, etc .; and the M & A strategy is mainly to purchase mature overseas companies, such as GE, Haier, Alcatel, etc. .
Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in the past it was the export of products, the main "Made in China", and now the brand is going overseas. Through overseas mergers and acquisitions, Haier acquired GE home appliances last year, Midea acquired Toshiba home appliances, and quickly entered the mainstream European and American markets.
Let independent brands accelerate "going out"Although domestic home appliance giants have adopted merger and acquisition cooperation to enter overseas markets, these companies have different market strategies. Zhou Nan, Secretary-General of the Home Appliances Branch of the China Electromechanical Import and Export Chamber of Commerce, said that Haier and Midea ’s cross-border mergers and acquisitions are aimed at the target market. For example, Haier ’s acquisition of GE home appliances is mainly aimed at the US market; Manufacturing capacity.
In recent years, domestic home appliance brands have basically broken away from the pure OEM era, and independent design and development have become the mainstream of the industry. "The mission of China's home appliances to 'go global' has been completed, and it is now entering a new era of 'going global' for Chinese brands and Chinese innovation." Zhou Nan said.
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