subject: Opened A Home Appliance Brand Rapid Demise Of Reasons [print this page] From the entire industry trends, China's household electrical appliance enterprises still remain the brand for further concentration and extinction issues. Overall, the household appliances industry, specific to each micro-enterprises to their specific operating conditions and only enterprise itself most clearly, but the whole industry, although the industry is still not a loss, but it will not be good to go.
Position has been chaotic Chinese home appliance industry to outsiders really can not understand!
Side refrigerator in the clamor, Washing machine , Air conditioning small profits, selling "
TV Might as well sell cabbage ", on the one hand still holding through fire and water adding that" price butcher's knife "; side shouting does not make money on the one hand are still large to
Real estate , Automobile, environmental protection, investment into other areas, even in their own areas of replenishment of the expansion; while shouting all-industry losses, while also still have a lot of the capital poured into the industry, such as Greencool, Eastwood Group.
Present, the Chinese home appliance industry, there were two high-profile voices, one company have launched flat-panel TV, for fear of falling behind, both traditional TV producers such as Changhong, TCL,
Skyworth , Konka, or TV, "outsider", such as the washer and air conditioning manufacturers Shinco, refrigerator and washing machine manufacturers Rongshida, and claimed to control the intellectual property rights of Sweet Group, which is not a common feature color TV channel, experience and talent.
Other voice is Oaks , Skyworth and other shouted themselves hoarse to enter
Mobile Communications industry, even Oaks hesitate to "people to government" approach with the Ministry of Information Industry duel. They completely ignored transnational corporations in the mobile phone industry has been fighting back successfully, disregard of Amoi, Kejian, easy dilemma the United States and other enterprises, but also does not seem to take into account the Konka, TCL mobile phone market in the poor performance. After six major root cause of high fever
Had brilliant time, in the first round of the battle when the foreign household electrical appliance enterprises, multinational corporations play those rare Palestinian Black, once occupied 80% market share in home appliance industry, why fall into the dilemma?
I think, at least it can not get away on several factors: first, the lack of core competence, followed behind the footsteps of others, had to get together and compete on price as a magic weapon.
To date, which still has not really got a firm's core technologies with independent intellectual property rights, some of the edges at best, only the modified and changed, so has dared to call out the so-called world first, China's first.
Then, the "get together" effect has been fully manifested: similar enterprise products, marketing approximation, comparable only to see who the money seems to flow smoothly, whose product shot quickly, and prices have always been considered the most effective of. So you his best generous conflict. Recently,
LCD TV Weekly rate of almost 20% price reduction to 32-inch color TV has fallen to less than 10,000 yuan, is a very good explanation.
Second, there is no strategic planning, brand awareness weak.
For now, a very simple question, your business 3 years to 5 years of business strategy? 10 years later what is the strategy? To push this issue to any owner of a home appliance company, they may give you 50 billion, 100 billion of data, but can be further made it clear what kind of strategic means to achieve these goals are few.
Strategic planning and business echoes in the domestic home appliances enterprises, the real brand-building business started there a few? Only one
Haier Still cling to, but the performance of the past year, how much we feel it's swinging in the brand positioning. No brand, our business, what? Only production, OEM (OEM) advantage, but that advantage with a long right? When China's economic development to compete with other emerging markets or developing countries have comparative advantage, we how to do?
Third, property rights on behalf of the enterprise structure.
Household electrical appliance enterprises in China is currently still dominated by state-owned enterprises. Were more specific business enterprise is an agent assigned to the SASAC, the exercise of state authority all.
These agents is unclear how long his capable, and even in front of the work so that we can no longer continue to act. This is why Meiling, Kelon, Rongshida, Little Swan, Duck eventually because of bad management
Private enterprise
The reason for the acquisition. This goes to prove that Why TCL, Midea, and other enterprises after the reform was able to fast-growing reason.
Opened A Home Appliance Brand Rapid Demise Of Reasons
