As a subsidiary of a Fortune 500 company, Beco Electric claimed to be 'European pure bloodline', but recently it has been exposed as a lot of cottages. Counterfeit home appliances brands provide OEM services for drum washing machines, and become a brand of cottage appliances in the Chinese market. One of the accomplices. In addition, in the eyes of the industry, although the company has been in the market in Europe, the localization process in the Chinese market is too slow. If you can't change your strategic thinking and increase your investment, then only Can be degraded to marginalized characters.
Cottage storm
Recently, it was revealed that the wholly-owned subsidiary of Beike Electric in China is Hainan Little Swan Water Cube Electric Co., Ltd., Shenzhen Bosch Siemens Technology Co., Ltd., Samsung (Shanghai) Electric Co., Ltd., Panasonic (Shanghai) Electric Co., Ltd. Shanghai Siemens Electric Co., Ltd. and many other companies, providing counterfeit Little Swan, Bosch Siemens, Samsung, Panasonic and Siemens counterfeit, cottage drum washing machine OEM business.
It is understood that starting from 2015, Beike Electric Co., Ltd. began to provide OEM services for the above-mentioned cottages and counterfeit well-known home appliance brands. In 2017, after stopping the OEM business of most cottage appliances, it also accepted a Shenzhen Bosch. OEM OEM's OEM OEM order.
In this regard, the Beijing Business Daily reporter contacted the relevant person in charge of Beke Electric, asked for detailed information, but the other party said it was inconvenient to disclose.
After consulting the business registration information, Beijing Business Daily reporter found that Hainan Little Swan Water Cube, Shenzhen Bosch Siemens Technology is a small private company registered, and has no legal relationship with Little Swan, Bosch Siemens, all suspected of playing the ball and brand name; meanwhile, Samsung Shanghai Electric, Panasonic Shanghai Electric, and Shanghai Siemens Electric are all companies that have not registered in China, and they have no legal relationship with Samsung, Panasonic or Siemens. They are not their overseas subsidiaries.
According to informed sources, the reason why Beike Electric will go to provide the OEM service for drum washing machines for the well-known brand of cottage counterfeit, mainly related to the management team in the past few years and some small bosses in the Chinese market. Some low-end refrigerators, washing machines, and kitchen appliances sold by Beike Electric are found in small and medium-sized factories in Zhejiang and other places. Then, some small workshops turned to the company because of the lack of manufacturing capacity of the drum washing machine. Appliances OEM.
It is understood that all home appliances produced in the Chinese market must obtain CCC certification before they can be listed for sale. The most direct evidence for the OEM of the cottage appliance enterprises is the application of dozens of copies in the past few years. CCC certificate. The China Quality Certification Center's multiple certificate information shows that starting from 2015, Beike Electric has started to provide OEM services for drum washing machines for some cottage appliances, but the order quantity is not large each time. In the thousands to tens of thousands of units.
After that, including Shanghai Siemens Electric, Hainan Little Swan Water Cube and other companies producing counterfeit Siemens and Little Swan washing machines, the brand owners repeatedly reported and appealed to the court, so that the company has to cancel the relevant will not arrive until 2020. The CCC certificate. But it is puzzling that in 2017, Becker Electric is still providing OEM services for drum washing machines for a cottage home appliance company.
However, all of the above behaviors, according to informed sources, the company's headquarters may not be known.
Mystery
Known as the world's top 500 subsidiary, Beike Electric, its popularity in China is not high, it can be seen that the company's localization process is not satisfactory.
According to the information, Becker Electric came from the United Kingdom. After acquiring a company called Changzhou Jiashan Xinke Electric Co., Ltd., it has the manufacturing capacity of drum washing machines in China. The business information shows that the registered address of Becker Electric Co., Ltd. is located in Luoyang, Changzhou, Jiangsu. The town, legal representative is Song Jinping, registered capital of 85 million US dollars, the only ultimate controlling shareholder is Turkey's KOC Group. As one of the world's top 500 companies, KOC Group is one of the five major home appliance manufacturers in Europe, with ARCELIK and BEKO two Brand.
KOC Group has revealed that the acquisition of Changzhou Jiashan Xinke Electric Co., Ltd. is part of the company's expansion strategy in China and is part of its growth plan for North America and Asia-Pacific. In China, it will continue to focus on drum washing machines. China's high-end roller machine market, in the case of mature conditions, will also produce dishwashers for sale back to Turkey.
Although Beko has always been a leader in the European home appliance market and has entered the Chinese market for many years, it has accumulated rich experience in the roller machine market in the European market, and the high-end roller machine market in China is heating up and warming up, but it is not only in front of Becko. The market has low recognition of its brand, low product network coverage, low target and objective resistance of product functions and styles, but also faces fierce competition and challenges from China, Europe, Japan and other peers. The formation of the market pattern boycott.
The above-mentioned insiders said that although there are only a few production lines for drum washing machines in the industry, but after entering the Chinese market, Beco Electric has not opened the market situation, resulting in overcapacity of the drum washing machine, thus playing the 'OEM OEM' The idea of producing processing trade.
In addition, in 2015, the information released by China Quality News Network showed that the following four quality problems existed in the 'BEKO Becker' brand CNE30220X specification refrigerator and freezer produced by the name 'Changzhou Becker Electric Co., Ltd.': The volume test failed; the second is that the power connection and the external cord do not meet the requirements of the standard; the third is that the external wiring terminal does not meet the requirements of the standard; the fourth is the power consumption is unqualified; the fifth is the energy efficiency rating is unqualified, the performance is The measured energy efficiency rating is lower than the product's explicit energy efficiency rating, and there is a problem of sub-filling.
Uncertain future
The localization degree of Beike Electric is not high, not only in the low visibility, sales volume is also an important reference factor. Becker Electric Organs Network shows that part of the brand's offline sales channel is Becco's own store, and part of it. Concentrated in Suning, Gome, Dazhong Electric Store.
Online market, Jingdong Mall, Suning Tesco, Gome and Tmall have all the products sold. Beijing Business Daily reporter observed that on Jingdong Mall, the sales of Beco Electric products are not high, and several user evaluations have More than 1,000, most products are hundreds of, dozens of evaluation. The same is the washing machine products, the user evaluation of Little Swan in Jingdong Mall is mostly in the tens of thousands or even 100,000 +. Gome Mall can hardly see the Biko Sales, user evaluation shows are 0. In comparison, Suning Tesco is the highest-selling platform for Becker Electric, with over 40,000 individual product users, thousands of other products, hundreds, and dozens.
According to the data of third-party organizations, in the first half of 2018, the sales of washing machines of Beko's main products were about 90 million yuan. In the same period, the sales of washing machines in China was 32.3 billion yuan. Becker is undoubtedly the marginalized brand of the washing machine market. Although Beko Electric has endorsed the world's top 500 parent companies and entered the Chinese market for many years, its popularity in the domestic market is far less than that of Dyson due to lack of publicity measures. Moreover, strangely, Becker has never announced Performance, online news about the company is also relatively small.
Hong Shibin, an industry observer in the home appliance industry for many years, also said that he has not heard of the brand of Becco, but he pointed out that the main companies that do OEM are very limited, and the key is to be a self-owned brand.
Liang Zhenpeng, a home appliance analyst, pointed out: 'Beike's sales channels are relatively poor, and there are fewer distributions. Appropriate marketing and promotion should be carried out to strengthen the sales channel network and after-sales service. Of course, this requires localized talents. Only by increasing investment in all aspects can we accelerate localization in China.'
Becker Electric's OEM work for the Shanzhai brand reflects the hardship and helplessness of Becker Electric as a foreign-invested company in the Chinese market. Zhang Yanbin, vice chairman of the China Household Appliance Service Maintenance Association, said: 'With relevant evidence Look, as a foreign-funded company, Beco Electric has a lot of cottages in the Chinese market, the OEM business provided by counterfeit home appliance brands, the long time span, and the number of cottage enterprises involved are staggering. This not only reveals the foreign-funded enterprises. The dilemma of the survival of China's home appliance market has also sounded the alarm for those companies still providing OEMs for counterfeit and cottage appliances. In the highly mature Chinese home appliance industry, any illegal and opportunistic things can no longer continue. Going on. '