Hardware Giant America Pula Sales Model Will Change China
One of the world 500 strong enterprises, one the world's leading hardware suppliers
to enter the Chinese market for several years, but consumers are still not widely understood, and even less influence than a strength has been greatly inferior to their competitors. To this end, Germany and the United States this year, Pula has made a major strategic shift, they have changed their emphasis only on the professional customer's sales model, with effect from May brand face terminals, fight in a short time so that more consumers recognize know that the United States Pula, thereby increasing the product's market share.
To open up the retail market
Germany Mepla-Alfit (US Pula - Aerfeite) Group, part of German Wrth Group, the world's top 500 enterprises, which in 84 countries with 370 companies, with annual sales of 7.7 billion euros combined 77 billion yuan. However, is such a big business, in the end markets of consumer awareness was even greater than Blum, Hettich and so much lower, while the United States and Pula, as one of the world's top hardware brand in China has been 20 years.
In this regard, the United States Pula Group China CEO Berndfaher frankly admitted that this situation is the Pula against the U.S. policy failures caused by China's market, and therefore will be a major strategic readjustment.
Berndfaher said adjustment refers to the US Pula In addition to doing engineering and through the cabinets, and furniture manufacturers sell to consumers, will also store a way to face the consumer end.
According to him, the present U.S. Pula is in talks with some building materials supermarkets, the United States Pula want to brand boutiques, or stores the way to more market end consumer brand image, quality and use the display.
Berndfaher said that with the market development, material suppliers, as well as semi-finished products suppliers must focus on advocacy. Intel chips are doing, but it is in China's advertising overwhelming. "The same is true hardware manufacturers, only the awareness of your higher end market, your professional customers will use more of your product." From the words of Berndfaher, we can see that America Pula Group, a typical German-style thinking, apparently under the influence in the Chinese market a qualitative change took place.
20 years of rough road to China
20 years ago, the United States and Pula in cooperation with a Hong Kong company, through tooling channels into the Chinese market, covering Hong Kong, Guangdong, Shenzhen and many other high-end projects. While product development and quality have been walking in the world's most cutting-edge, but before the US Pula in sales did not understand China's national conditions, using the "wine dark alley are not afraid of" principle, a lack of modern marketing concept. Thus, although a long time, in the Chinese market from professionals recognized, but the market share is not very high.
Berndfaher said that the 21st century, especially joining the Wrth Group, family, and the U.S. Pula-paid hired a new CEO, a year into new product development and modern equipment renewal funding of more than 10% of sales. Is based on annual sales of more than 20% annually. In this case, the group re-planning of the development path of China's market and decided to let "America Pula" brand floor to raise awareness of Chinese consumers.
It is understood that the United States Pula planned three years in the field of the top drawer and hinges have access to more than 30% market share. While the US-Pula raise brand awareness to the "universal" level.
New products were put to use
In order to achieve these goals, the Chinese market is extremely optimistic about the US-Pula is also given a special policy support - In addition to financial, human and other important aspects tilt things, in the products, the United States Pula will also be the most advanced category support. Berndfaher said that the U.S. Pula hinge tracks the latest in China's market strategy will be implemented simultaneously, all the imported products are guaranteed.
In order to prove said is true, Berndfaher shows a lot of new weapons. Many of them are in the May 9 -12 days, the world's top Interzum Hardware Fair in Cologne on the exhibits, such as remote drawer, electric hydraulic drawers, light and with a damping hinge hinge, and so quiet. Berndfaher said the world's latest top of the hardware products, next month may appear in the domestic market. Previously, foreign firms, basically will be a year or two after the so-called new products into the Chinese market.
by: pretty
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