subject: Home Appliances Consumer Electronics: Competition From External To The Core [print this page] Small appliances: brand, product is short board
Iron market from 2004 annual report we found that 12 brands of imports and joint ventures accounted for 55% of the iron market share of retail sales, while 69 Chinese brands account for only 45% of the retail sales share . The average price of imports and joint venture brands, the average price of 206 yuan, 135 yuan of domestic brand, an electric iron, foreign brands than domestic brands sold more than 70 yuan.
Same situation appears in the hair dryer market, we found 13 brands of imports and joint ventures accounted for 73% of overall retail sales of electric iron market share, while 90 Chinese brands account for only 27% of retail sales weight. The average price of imports and joint venture brands, the average price of 129 yuan, 54 yuan for the domestic brands, a hairdryer, foreign brands than domestic brands sold more than 75 yuan, which
A gap higher than the average price of domestic brands.
Why the price of foreign brands rather high, but domestic brands we sell than good? What behind?
In the channel, the current home appliances are basically to the National Distribution Issues by agents, compared to foreign brands, domestic brands still localized edge; in the price, the price of domestic brands are much lower on consumption are more attractive, but also bring low-cost low sales and low profit margins; in sales, the domestic and foreign brands have been countless promotional activities, or promotion failed to attract consumers, more sales are consumers accustomed to. Overall, channel, price and promotion, the foreign brands do not have obvious advantages.
In the brand, the country lacks Philips, Matsushita such well-known brand, and more unknown second-rate brand. China has Tsann Kuen, dragon, heart so well-known brand, but their brand awareness, reputation, etc., far behind Philips and Panasonic. The product, there are technical aspects associated with foreign brands into the tremendous power into the
Line R & D, has introduced new features, new products and patents. And less R & D investment, backward technology, outdated equipment, low-end low-cost products, which fear is the brand strengths and weaknesses.
Together, we can see that the domestic brands and products are the two most important short-brand boards. Next, we analyze the two factors.
Technology: domestic and foreign brands do?
Of products and technologies, Philips has done? Philips now holds about 10 million patents, 2.2 million registered trademark and 11,000 designs, currently the number of patent applications each year up to 3000 as much. In order to better meet the technology needs of the Chinese market, Philips set up in China, 15 research and technology development center in Shanghai to establish the Asia-Pacific region's strategic R & D centers??? Philips East Asia
Laboratory
.
Domestic home appliances brand has done? Inventory brands: mostly OEM nature of the production line did not have to find another factory OEM production, quality control more stringent, but inevitably there will be many loopholes. Three well-known brand of small household appliances, has its own production facilities, quality and service are protected. Four-name, that screwdriver factories, they are generally short-term, or shoddy work, or shoddy inferior materials to ultra-low prices hit the market, sell one, make one, hit one shot for a gun. Both types of brands in the core technology (such as iron soleplate
Coating
Material) are from abroad. Domestic brands made in technology to improve or increase the most just form a simple function.
This lack of brand and technology, only a small household appliance market, so?
The same problem also exists in the high-end
TV
. Overall, the
LCD
Projection and
DLP
Projection of the core technology, China currently only be purchased from abroad, do not have independent R & D capabilities. China has set up two LCD panels, but the panel has not completed the plant accused of lagging behind. China is also investing in building a PDP panel plant. At present the Chinese color TV enterprises, but also
The purchase of key components, their development of peripheral technology, and assembly.
MP3: fear experienced
Royalty
Crisis
Current MP3 market is also the same situation.
Chinese MP3 manufacturers blossom everywhere, roughly estimated at 1000, these enterprises are own brands, but mostly OEM, they were powered by low-cost
Parts
Earn meager production and processing profits. MP3 R & D in the manufacture of key components microprocessor (decoder chip) and flash memory chips, mainly to domestic enterprises by foreign enterprises to buy, they are mainly
Is
Mold
, Circuit, circuit board, SMT placement and other peripheral technology to conduct research and development. Many of the companies with the technological development do not need to do something and then just buy ready-made assembly.
But in this area, we also have independent R & D enterprises, such as Actions Semiconductor Company, but it suffered a patent crisis. Upstream business experienced a crisis not only patents, the downstream manufacturing enterprises in different ways, the future will face delivery of large royalties. As the upper parts are mostly purchased, downstream manufacturers do not need to master the core technology, MP3's production into the door
Low threshold. Have killed a large number of patent fees
DVD
Manufacturing companies, the future is likely to MP3 manufacturers have the same impact.
