subject: Chinese Home Appliance Industry Dinosaurs Play One Last Chance - Luo Qingqi, Household Appliances [print this page] Changhong China's fourth-largest M & A business Meiling refrigerator, you will be most concerned about whether to invest in the success of Changhong
Operation The White Goods Brand . The answer can not operate successfully today, are we more concerned about this incident behind the changes in the industry: the scope of China's home appliance industry to the economic race.
Have to admit that China's household electrical appliance industry in the last five years, growth has not only plunged into an increase in the hovering period. With the expansion of production scale, production costs per unit of economic laws is to reduce household electrical appliance enterprises in China to introduce a dead end full of thorns, in a sense that our economies of scale are over. Economies of scale rule does not lose its historical significance, like the traditional laws of physics in the traditional physical environment remains the same right to exist, but as the environment changes, we must change the physical laws, the theory of relativity that there is excellent .
Household electrical appliance enterprises in China relative to the living environment of ten years ago, great changes have taken place, capacity is not unlimited ability to expand demand, a sharp increase in production after the production who coordinate the contradiction with the demand? Modern distribution should be coordinated with the needs of modern manufacturing visible hand, unfortunately, our modern circulation did not grow up with the capacity Bingdi behind the modern circulation restricted the ability of Chinese appliance manufacturing optimization. If the early development of Chinese circulation, then the manufacturer should be accurate demand're holding the reins of the horses, but now is not, excess capacity can result in inventory and all the land has been subject to corporate accounts knees, now on the market preserved by the big brands have basically been the debilitating internal injuries that the feeling of sadness filled end.
Overseas markets Is not a household electrical appliance enterprises in China started to huge demand for big mouth bag. Chinese appliance manufacturing scale have also been inhibited, or is simply not to the "China price" to enter, or is allowed to enter on condition that the loss of the entry. The original production of internal and external competition by relying on two major issues emerged in the market resistance is difficult to rely on economies of scale.
The external market as the only force driving business growth is a serious mistake, and how bleak the current market environment such gloom is simply to survive. China's household electrical appliance enterprises rely on the old idea of a "only son", to enlarge the scale of the global unlimited, but the profit margins in products like blades as of today, this product supported by only son has become weak in the trade business down Weng, multi-lateral expansion of product lines to one-legged beast actually become a star anise in the fish, even if each blade legs stood on the foundation of this business is relatively stable. Changhong M Meiling was aroused great attention because Changhong alien from a strategic to a rapid transformation strategy, so much industry attention Changhong, the white M & A, rather in the interest of a strategic shift of Changhong.
In fact, Chang has already begun before the white area to the extension, such as
Air conditioning However, Meiling move into more meaningful symbols into a number of areas of the pitch horn moment increased. This is the objective law of market evolution, take a look at a moment's home appliance industry who else is carrying a product
Label Selling it in the shake? No!
Domestic appliance brand, the Age of Dinosaurs has truly arrived: each surviving brand product line by integrating the armed himself into a huge dinosaur body, and each hold a license dinosaur hands are the next war is a brand of multi-brand transformation
Game Instead of the previous license of the Competition leaflets, each with a
Competition Resources, big companies are beginning to prepare for such a dinosaur era.
Industrial era that the Chinese household electrical appliance enterprises advantageous position? I think this is a reflection of China's home appliance industry, helplessness, loss of economies of scale have the illusion of time, it is a pity that we in this era of prosperity did not appear to develop China's household electrical appliance industry, technology generation, and they said, to the era of economies of scope China's home appliance industry, the last chance of confrontation, in addition, the scope of the economic growth of China's household electrical appliance enterprises are still upside. Economies of scope refer to the same input, from a single production joint products (joint product of two or more can use the shared equipment, technology and management resources in terms of technical characteristics of the same or similar product) than many different enterprises in the production of these products every single joint level of output of products is higher so that the expansion of product lines within the industry brought about the scope of a group of economic synergies for the industry to find a new way, this will help enhance China endogenous household appliances enterprises competitiveness of China's household electrical appliance enterprises to change the original will get a solution from the outside will not find strength from their own situation. In this era of competition will change in methods, but our industry can not only to focus on competition, changes in the way, the more the need for macro-resources and the way the new industrial competition concerns, because participation in competitive gaming household appliances industry There are foreign.
