Appliance Brand: Three dominant mode of overseas expansion - the brand, expansion mode - HC Network Appliance Industry

National brand is not easy and the road to internationalization

, in addition to multinational corporations is also a relatively weak international technology, capital strength, the international trade Game Not familiar with the rules, and national brand awareness of self protection is not strong brand and gave competitors an opportunity. But in the process of internationalization of Chinese brands, the appliance industry is still left a brilliant page. As the highest degree of market, industry competition, the most adequate, national brand appliances have been seeking to break through in recent years the international market. China's home appliance brand process of internationalization is still a short history Haier , TCL and Glanz Brands in just a few years create their own unique way of internationalization. Is often praised Haier's internationalization approach, that is directly in overseas factories, and around the world launched its own brand of unity. In recent years, Hisense , Konka and other enterprises around the world have chosen for the regional attempt to sell own-brand products, Xoceco is a veteran in the United States acquired Sound Company A DV ENT, and transformed into its own brand TV Brand, to promote in North America. Second path is through international mergers and acquisitions, domestic and international markets in different marketing areas, hierarchy of different consumers, and actively carry out multi-brand market. If the beginning of 2004, TCL Group and Thomson joint venture TTE signed a cooperation agreement. Agreement that Thomson and TCL's brand television brands will be available through each channel into the other's market range. Third model is the OEM model, implemented in this way, the internationalization of Chinese enterprises is now a universal phenomenon. The industry believes that the benefits of this model is a simple business relationship, the Chinese companies are only responsible for production and is not responsible for sales, but profits are generally higher than micro. From the current situation of domestic appliances business, global home appliance manufacturing center is the transfer to the Chinese mainland, China has the biggest advantage is manufacturing advantages, but the core technologies, especially high-end R & D is not dominant. Therefore, export of home appliances should be used OEM (OEM) or export its own brand of domestic and not much debate in the global market to create his own brand almost any business's dream. Only, OEM is still considered a lower form of internationalization, in the long run, is not conducive to China's brand development in the international market. TCL: Breakthrough curves of the international market Brand seed growth index Keywords acquisition joint venture TTE (TCL-Thomson Electronics Co., Ltd.) CEO Zhao Zhongyao said: "TTE predecessors difficulty is to take the road not traveled. And the development of TTE, a little trial and error how much the taste, needs is a way. " TCL's International since 1999, the year, easily led by a 13 rain "overseas teams" to enter the Vietnamese market in 18 months, a turnaround in the business. Since then, TCL moved into Indonesia, Russia, and even Africa. In 2002, TCL completed the old household electrical appliance enterprises in Germany?? Schneider acquisition, and then in the United States acquired the GO-VIDEO. For four years starting in 2000, TCL overseas sales growth exceeded the growth in the domestic market in 2003 reached 80 million yuan net profit from overseas to create. 2004 TCL year is a distillation of international stage. In the TV area, TCL selected with the French home appliance giant Thomson joint venture among the world's largest TV manufacturer. In Mobile Market, TCL and Alcatel will work together to set up TAMP. Next, TTE to carry out a global integration. TCL must be in the shortest possible time to change the Thomson loss. Glanz: OEM highlights the cost advantages Brand seed growth index Keywords puerile From an unknown town and township enterprises to become the world's largest manufacturer of microwave ovens, microwave ovens now Galanz production, the global market share up to 35% products are exported to more than 80 countries and regions. Galanz to overseas markets through OEM, create a unique international operation of the road. The model highlights the core business at a low cost competitive advantage, but also to make up for the international management capacity, lack of experience and talent of vulnerable. In general, this model has a low entry threshold, the sea soon and capital return fast, direct study of international advanced production and so on, but the disadvantages are also great: the lower the value of the product attached with the lower profit margins , lower barriers to entry means that the larger the risk of being replaced. Reporter WONG Hon Ying Brand Quotations TCL chairman Li Dongsheng: Entrepreneurs should global business perspective How to create a world-class companies? Operators in terms of enterprise, to create a world-class enterprise, the business must have a global perspective.

Appliance Brand: Three dominant mode of overseas expansion - the brand, expansion mode - HC Network Appliance Industry

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