Because the OEM, in China's home appliance market, a lot of high credibility of the foreign brands are being plunged into a downturn channel can be said that there is no product quality, there is no business's future, the brand's reputation.
Philips TV made TPV OEM, Hon Hai Group acquired most of Sharp's shares, 'Sanyo' brand authorized Changhong use, Toshiba TV 'TOSHIBA' brand sold to Hisense 40 years ... ... More and more foreign brands embarked on behalf of Workers, the brand rental road, but it is followed by continuous quality problems, brand style decline and other issues, so that 'foreign brands' by more and more questions.
Repeatedly hit the black list of product quality Philips TV, suffered such embarrassment.Recently, the Shanghai Municipal Bureau of Quality Supervision released in 2017 in Shanghai with USB power adapter product quality supervision and spot check results.Results show that the Royal Philips Electronics (hereinafter referred to as 'Philips' ') Of the two products were detected as unqualified quality, both are produced by the foundry.
In fact, since TPV entered the Philips in September 2010, Philips TV has been questioned by consumers for poor quality, 'OEM', etc. TPV, which started as a foundry, took over the Philips brand in 2010 TV in mainland China's procurement, distribution, marketing and sales. After the establishment of joint ventures, etc., has made Philips brand in China authorized.
In fact, the external licensing OEM production, does not mean that the product quality is low, for example, Apple's mobile phone is entirely Foxconn OEM, Apple does not have its own production plant.But Apple's quality management of OEM phones are strict and demanding Relatively speaking, TPV in quality management, product development, core technology, and Skyworth, Hisense and other color TV enterprises no advantage compared with Philips TV does not have its own production plant, the quality of its production and management are difficult to monitor , Resulting in this situation.
Not only the quality of the product for the foreign TV Philips plunged into the bottom of trust, Philips TV market performance is also shrunk.Data show that in the first quarter of 2006, Philips is still 13.9% market share of global LCD TV sales The top of the list.And by the first three quarters of 2017, Philips has long been behind Hisense, Skyworth, TCL, Changhong and Sharp left behind .Now only the global TV market followers.
Compared with Philips, Sanyo and Sharp slightly better situation, but Sanyo has not opened the Chinese market, while Sharp sales up, but the Hon Hai Group set off a price war under the storm, causing the industry's Sharp high-end brands questioned. It seems that both the direct transfer of business and the OEM production of products may pose many potential threats to the brand itself. The risk of 'brand authorization' model is not small.
However, in fact, more and more foreign brands are still keen on this.Many foreign brands early to explore the Chinese market, in order to save costs, many choose Chinese OEM .Nowadays, with the rising of Chinese brands, foreign brands in Under the pressure of huge competition, the brand transfer authorization has become a universal model.
Although from the perspective of market competition, 'foreign brands' choice of foundry and brand rental, the rise of the Chinese brand is a big positive .But from the perspective of consumers and the market, whether it is foundry 'foreign brand', or obtain Chinese enterprises that are authorized to use the trademark and qualify for the trademark should at least keep the bottom line of quality so as to ensure good competition and industrial environment.