From product sales to branding, from companies to groups, and from the domestic market to the overseas market, domestic home appliance manufacturers have enjoyed a global reputation for their products and services over the years. These achievements are obvious to all, and they are truly on the international stage. There are few home appliance brands. Therefore, strength alone is not enough. In the next step, domestic appliance manufacturers need to be promoted.
Chinese Legion 'Sense of Existence' Enhancements
After fierce market competition, the mission of domestic home appliances to 'go global' has been completed. Although household appliances tend to be saturated in the domestic market, it is an indisputable fact. However, the rapid growth in overseas performance is enough to make up for the gap in the performance of domestic home appliance manufacturers. Currently, Haier, The overseas performance of home appliance giants such as TCL, Midea, Hisense, Skyworth, etc. surpasses domestic revenue just around the corner, and most of their revenue comes from their own brands.
Not only that, at the 'IFA Show' held in Berlin in September last year, one of the world's three major consumer electronics show, from more than 1,800 exhibitors worldwide, more than 700 Chinese enterprises, accounting for 40%.
These show that the “feeling of presence” of the Chinese home appliance group has been greatly enhanced, but has the goal of a global strategy for domestic home appliance manufacturers been achieved? The overseas performance is also growing rapidly, and the proportion of international exhibition participation is large, which can only indicate the domestic household electrical appliances. More has been recognized by overseas markets. The real goal is the recognition of domestic home appliance brands in overseas markets.
Domestic business strategy overseas
At the IFA exhibition last year, Haier took Casa Di, Fisher & Paykel, and GE's multi-branded appliances together; Skyworth and its subsidiary Metz launched wallpaper-based OLED TVs; TCL showed a lot of attention with a large area. Alcatel Alpha Idol 5S Mobile Phone With Blackberry Keyone Mobile Phone.
From the above promotion methods, it can be seen that the domestic appliance manufacturers are mainly promoted in overseas markets through the 'dual brand' strategy and merger and acquisition strategy. The 'dual brand' strategy is to launch sub-brands for overseas markets. This is mostly autonomous technology, such as Haier’s The Casa Di, etc.; while the acquisition strategy is mainly to buy overseas mature companies, such as Haier's GE, TCL's Alcatel and so on.
Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in the past it was the export of products, the main 'Made in China', is now the brand to the sea. Through overseas acquisitions, Haier acquired GE appliances last year, the United States to buy Toshiba appliances, quickly into the European and American mainstream market.
Accelerate self-owned brands 'going out'
Although home appliance giants have adopted mergers and acquisitions cooperation in overseas markets, their market strategies are not the same. Zhou Nan, secretary general of the Household Electrical Appliances Subcommittee of the China Mechatronics Import & Export Association, said that Haier and Midea’s cross-border mergers and acquisitions are aimed at target markets, such as Haier's acquisition of GE appliances is mainly aimed at the U.S. market; on the other hand, to enhance R&D capabilities, Rumei’s acquisition of KUKA enhances its smart manufacturing capabilities.
In recent years, the domestic appliance brand has basically separated from the simple foundry era, and its own design and development have become the mainstream of the industry. The mission of 'going out' of China's household electrical appliances has been completed. It is now entering a new era of Chinese brands and China's 'going out' of innovation. ' Zhou Nan said.