Haier China's appliance industry is entering a phase of rapid growth thanks to the favorable global economic recovery and the favorable policies of China's manufacturing such as 2025. From industrial sectors to industrial mass, the Chinese home appliance enterprises are gaining more weight in the global market. However, Rejoicing, we also see that today's Chinese household electrical appliance enterprises a large part of the digital scale from overseas foundry, survival or the meager profit multiplied by the large scale of the processing of the number of growth. Not long ago the United Kingdom released Of the "2017 National Brand Index" list shows that the total value of Chinese brands more than 10 trillion US dollars, ranking second in the world.Chinese brand overall good, but focused on the global platform on the world famous brand, has always been showing a ' Go it alone "scene.
January 1, Euromonitor International released the latest data for 2017, China Haier again topped the list with a market share of 10.5%, ranking No. 1 in the world continuously. Single can be found in China's Haier far beyond Japan and South Korea, Europe and the United States and other home appliance brands, the absolute advantage of the summit, by contrast, the other Chinese cards a lot less.
Mr. Luo Qingqi, a senior director of Parr Consulting, said that the way Haier's globalization and its influence go beyond the household appliance industry and its experience will provide experience for the globalization of China's entire industrial system. Those who are completely squatted in China can only rely on incoming materials The so-called large enterprises that process large-scale processing enterprises can not understand because their path to globalization and brand-building has never started.
Fragrant wall wall incense? From the Golden Age of China card how far
After the reform and opening up, China rapidly attracted a large amount of capital both at home and abroad with abundant resources, cheap labor and favorable entrepreneurial policies, and became China's largest manufacturing producer in the world after that. After that, the commodity economy began to enter the era of creativity and fight brands, At the time, the Chinese-made factories only used the foundry to make limited profits and were criticized for a series of quality problems.
Luo Qingqi believes that China is the most complete industrial system in the world and the largest industrialized country in the world. This is the most important industrial foundation for shaping global brands in the future. However, the economic development track change is a daunting task.
In 2006, a European company called 'Alvito Holdings' submitted a motion to the European Union to approve the labeling of 'Not made in China' - 'not made in China' on products to show that the quality of its products was reliable. Sigh, then China as the world factory 'image of the world stand in the forest, in the lower reaches of the industrial chain is difficult to form a premium ability.
On the 9th of October last year, the German Quality Association (DGQ), the German quality management agency, and 'Innofact', a German market research agency, started to give priority to the brand awareness in China in recent years, A survey released also confirms the globalization trend of Chinese brands, with 80% of Germans believing that 'Made in China' is their 'Made in Germany' rival and 54% of respondents think competitors from China are surpassing German brands and German companies Innovation ability.
However, it is noteworthy that the brand popularity in the past ten years continued to rise, but most of the companies went abroad more narrowly and their global influence continued to decline.According to Euromonitor International, China accounted for 49.1% of the world's white goods production, Overseas Chinese brands accounted for 2.8%. In this 2.8%, Haier brand swept 86.5%.
Luo Qing Kai analysis, so far the level of domestic awareness of the brand is still relatively low, but also very confusing, more theoretical illusion.In international trade, the brand is the most invisible trade barriers, which is the largest brand As a whole, the trend of 'Chinese cards' is irresistible. However, some foreign-funded enterprises neglect the nature of creating a brand and the future will still have a long way to go.
Do brand to create brand name! Have to stand the world stage 'bone structure'
The term "brand hunger syndrome" comes from the moment of "Made in China." When tens of thousands of goods leave China's ports and enter the world at all corners of the world, the advantages in numbers are rising year by year The problem of quality is even more obvious.
December 21, the United States World Brand Lab (World Brand Lab) released the 2017 annual "World Top 500 Brands" list, among all short-listed Chinese brands, the State Grid, Tencent, Haier ranked the top three. Globally, of the 28 selected countries, the United States occupies 233 out of the top 500 in the world, while China made up only 37 seats, ranking fifth.Experts analyzed that although China is a "big manufacturing country," it is still a "small brand country" .
'What we are seeing now is that the scale of domestic large-scale home appliance enterprises that have not yet started to promote their own brands globally is troubling. From a global enterprise perspective, the scale is basically fat and can not be listed Into the ranks of multinational corporations, from the perspective of primates, they are reptiles, there is no bone structure to stand up. "Luo Qingqi on two distinct global road to make a metaphor.
At the end of last year, in an article by CNBC, the global financial media, entitled How Chinese Brands Are Accepted Outside China ?, Scott Kronick, Ogilvy PR's Asia Pacific president and chief executive officer, said 'Chinese companies are more willing to better understand consumers in overseas markets than to blindly use existing business models as another reason for changing their attitude toward mainland brands.'
Only by relying on the road to creating a brand can Chinese enterprises truly walk into the global user's life. By going abroad, they can only lead to 'not seeing the numbers,' and eventually become the value-added tool of other countries.
As early as 20 years ago, Chinese enterprises vied with each other for export products and OEM products. As a result, Haier pioneered the first shot of 'brand export' to develop, manufacture and market the 'Trinity' A brand. "Not only the Haier brand, Fisher & Paykel in New Zealand, GE Appliances in the United States, Japan Sanyo White Electric has also shown a good momentum of development after Merger and Acquisition by Haier, behind which is the mega-go-go model .
Beyond the 'made in China', Chinese enterprises to do 'Chinese brand', but also to do 'world famous brand' .Luo Qing Kai believes that Haier's current global organizational form openness actually completely ahead of the world's largest multinational corporations, it is actually China's reform and opening up It has gained an external global perspective that is far removed from China, and it will also become the infrastructure of Chinese enterprises that have set up global operations in the next era.