Domestic appliance brands have basically separated from the simple foundry era, and independent design and development has become the mainstream of the industry.

Domestic appliance brands have basically separated from the simple foundry era, and independent design and development has become the mainstream of the industry.

From selling products to playing the brand effect, from the company to the group, and then from the domestic market to the overseas market, domestic appliance manufacturers have enjoyed worldwide reputation after years of development, products and services. These achievements are obvious to all, and they are truly on the international stage. There are very few home appliance brands. Therefore, strength alone is not enough. The next step is that domestic appliance manufacturers need to be promoted.

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After fierce market competition, the mission of “going out” of domestic home appliances has been completed. Although it is an indisputable fact that home appliances are becoming saturated in the domestic market, the rapid growth of overseas performance is enough to make up for the gap in the performance of domestic appliance manufacturers. At present, the overseas performance of Haier, TCL, Midea, Hisense, Skyworth and other home appliance giants surpasses domestic income just around the corner, and most of the income comes from independent brands.

Not only that, but at the “IFA Exhibition”, one of the world's three largest consumer electronics exhibitions held in Berlin last September, more than 1,800 exhibitors from all over the world, accounting for 40%.

These reflect that the “presence of presence” of the Chinese home appliance army has been greatly enhanced, but has the goal of the globalization strategy of domestic appliance manufacturers been achieved? The rapid growth of overseas performance and the high proportion of international exhibitions can only indicate that domestic home appliances have gained more recognition in overseas markets. The real purpose is the recognition of domestic appliance brands in overseas markets.

Domestic corporate strategic layout overseas

At last year's IFA show, Haier brought together multiple brands of Casa Di, Fisher & Paykel and GE Appliances; Skyworth and its Metz launched a wallpaper-based OLED TV; TCL is showing a lot of attention with its small area. Alcatel Alpha Idol 5S mobile phone with BlackBerry KEYone phone.

It can be seen from the above promotion methods that domestic appliance manufacturers mainly promote in overseas markets through the “double brand” strategy and M&A strategy. The “double-brand” strategy is to launch sub-brands for overseas markets. Most of these are independent technologies, such as Casa Di, which is owned by Haier. The M&A strategy is mainly to buy mature overseas companies, such as Haier’s GE and TCL’s Alcatel. .

Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in the past it was a product export, which featured “Made in China” and is now a brand. Through overseas mergers and acquisitions, Haier acquired GE appliances last year and Midea acquired Toshiba home appliances, and quickly entered the mainstream market in Europe and America.

Let independent brands accelerate "going out"

Although domestic appliance giants have adopted M&A cooperation methods in overseas markets, the market strategies of these companies are not the same. Zhou Nan, secretary-general of China Household Electrical and Mechanical Import and Export Chamber of Commerce, said that Haier and Midea’s cross-border mergers and acquisitions target the target market. For example, Haier’s acquisition of GE appliances is mainly aimed at the US market; on the other hand, in order to enhance R&D strength, such as the acquisition of KUKA to enhance intelligence Manufacturing capacity.

In recent years, domestic appliance brands have basically separated from the simple foundry era, and independent design and development has become the mainstream of the industry. The mission of “going out of China’s home appliance products” has been completed, and is now entering a new era of Chinese brands and China’s innovative “going out”,” said Zhou Nan.

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