subject: Glanz: Microwave Oven Factory In The World Market Turned [print this page] Mention of Guangdong, 90 in the last century it was "horrible" synonymous, then today is the famous Country Garden With a "terrible Shunde people" slogan onto a high-speed development.
Central core area of Shunde in the Pearl River Delta, with large and small
Home Appliances More than 3000 enterprises, is the world's household electrical appliances manufacturing center, a day where thousands of containers sent from around the world. Born here
Glanz The United States, the volume sound, Kelon,
Million and , MACRO, Matsumoto electrical appliances at home and abroad and other well-known brands, Galanz is the world's largest
Microwave ovens Production base, one-third share of the global production and market share.
With the "Made in China" reputation in the world, from Beijing to Zhuhai as long as 2,700 km of 105 national highway has also been dubbed the "world factory" Boulevard. Zhongshan and Shunde in Guangdong, the junction, erected a "world factory" billboards.
However, as time goes by, the former "world factory" in the world today has become a burden, especially in the last two years, the RMB appreciation and raw material prices and rising labor costs, resulting in the Pearl River Delta's manufacturing industry is facing pressure.
On this year, that piece of "world factory" sign was a bright red quietly Glanz "Red China" replaced by Billboard. Some have said that this is a map of the Chinese economy has been leading for many years witnessed the transformation of the Pearl River Delta face, which records the Pearl River Delta from the traditional labor-intensive industries to a modern industrial system evolution.
Easier for enterprises, "change" means a painful process. In particular, who have won a great success and honor is especially true Galanz. That once relied on a strong manufacturing advantages swept the global market size of Chinese enterprises, relying on price speculation razor and public relations companies to dominate the domestic market of Shunde, in China from the "manufacturing" power to "Marketing" a powerful one today, can Galanz has completed its ornate turn, corporate marketing and brand in China, the second long march ahead again?
"China Red" to achieve gorgeous marketing turn
Galanz growth can be a microcosm of China's manufacturing industry. Last 90 years, Glanz own "world workshop" model, adherence to the "OEM" ascetic low-cost strategy and expansion mode, to focus on their good at production processes, abandoning their own inability to take into account R & D, marketing links , rapid growth for the world's largest manufacturer of professional microwave king, once in the domestic microwave oven market share of nearly 60% share, in the international market share of 40% of annual sales as high as 20 billion yuan.
However, the rapid expansion of production scale, while no corresponding growth in profits, on the contrary, the late 90s of last century, the increasing decline in profits Galanz. More crucially, in the global market, although the scale of production Galanz largest, but only for middle and low microwave oven.
OEM models who have brought great profits Galanz. But with the economic environment changes, for others to do the wedding dress OEM model has to enter the world market, causing a significant barrier to Glanz. Galanz OEM products to customers in Wal-Mart, Carrefour, wheat and other transnational retailers have long. Galanz these multinational retailers strong sales network to expand sales of products abroad, these retailers through to large-scale procurement Galanz way to help sell its own brand to expand the large foreign market Galanz. However, with the expansion of business in China, Wal-Mart, Carrefour purchased products from Glanz has started a large part of its own brand in the domestic sales market, which caused the original Galanz impact.
The initial stage of capacity as the market saturated, some businesses also have access to this area, select the domestic microwave oven in the lower end of market force, and increasing competition, to Galanz sales goal to create a lot higher trouble.
Glanz: Microwave Oven Factory In The World Market Turned
