Chinese enterprises in globalization, according to their own advantages and characteristics, developed different models
1, Haier foothold mode
Haier is the domestic enterprises have go out of business, as early as before the accession to the WTO. This mode is the Chinese enterprises to build their own overseas production base, direct and promote their own brand image, establish a local enterprise, in order better to more sales in the local and the production of products in China, avoid more tariff barriers, such as Haier in United States, Pakistan and other countries have established production base. This mode has the advantage of easy access to the host consumer trust and welcome, increase sales, you can evade customs duty, but the challenge is more expensive.
Haier's internationalization strategy, dating back to 1991. That year, Haier began a large number of the household electric appliances products exported to overseas, which are in a policy that is in the United States, Germany and other local factory, hit directly in the local brand. For this kind of thinking, Zhang ruimin internationalization has explained: "the first to give the (local) consumer awareness have such a brand, then further through quality, product innovation, local, let them learn about cognitive Haier, our product. ”
Zhang ruimin, Haier in summing up the international experience of time only very modest language: use the "Haier up three stepping out of tactics: the first is the product going out, the second is the brand going out, and the third is talent going out. To support these three tactical strategy based on innovation and brand, these three key to go to Haier speaking is brand going out and sustained innovation capacity; at the same time three go out together and complement each other between: product going out is the basis for brand going out, but people go out and brand going out of a security. "However, only one of the" sustainable innovation ability "," Ulrich, complementary "and" 15 years ", as you can imagine where countless hardships, wisdom and persistence.
2, TCL brand share mode
TCL's mode is a brand that will soon own shared mode in the international well-known brand and internationally renowned brands and stimulate domestic product going out, such as TCL and Schneider, especially Germany and France Thomson and Alcatel-Lucent, and other brands, the combination of the TCL product exports, also contributed to the TCL brand promotion. This mode has the advantage that brand long-term shared, but there are a lot of risk, in the long run, it will need to eventually launch their own brands.
TCL internationalization "three-step"
From Viet Nam, the Philippines and other countries, took it globalization TCL. When Viet Nam and other Southeast Asian country development success, accumulated rich experience in TCL started looking at Europe.
In TCL, the world's three most complete market, these three market can absorb over half of the world's products, purchasing power is the world's 70%, if the occupation of the three markets is the global market at your fingertips. These three markets are China, the European Union and the United States. The Chinese market does not have to say, since 2002, TCL have boarded sales first throne. Then, the EU and the United States market?
Compared with the United States, the EU threshold is lower, select this market as an upgraded version of the "internationalization" is undoubtedly a rational choice. In 2002, TCL started exerting force in Europe, this year it to mere price of € 8 million acquisition of century-old shop Schneider, thus around too long for 10 years of anti-dumping on Chinese TV. Although the Chinese brand to occupation of Germany and the whole European market is still a long way to go, after all, TCL made a good start. Chinese products have always been regarded as the "Europe and the United States consumer zhicijia Lim," representation, it is difficult for consumers. In their view, the Chinese enterprises do not may not have the strength to enter the European market, Tcl came in, they cry out in a tablet, TCL, acquisition of Schneider in numerous newspapers compete reported in Europe, TCL also with this many reports into people's perspective. In Li dongsheng, China and the Chinese brand into Europe is not easy, direct marketing using TCL will very difficult, and by Schneider is a shortcut. "To TCL in Europe achieved fame advertising costs are more than 800 million euros. "There are people who comment on that.
With the rapid TCL enterprise strength, and foreign-funded enterprises in China's market strategy adjustment, TCL truly feel the pace of its internationalization must be further accelerated, its global strategic layout must be completed in two years, or you will lose the layout. Then we discovered, after 2003, TCL significantly increased for the United States, the EU, Russia, South Africa and other countries of the development effort. This year in may, the TCL on the one hand, through the acquisition of both channels and a TV set, DVD branded GO-VIDEO (Chinese translation-Weldon) company, framework truly own sales channels; on the one hand by Philip to United States export. This year, TCL to United States export color TV reached 150 million units. On the integration of Germany Schneider company also completed during the year, the product is officially put on the market.
This year to Russia, South Africa, and other markets have reached more than 50 million units.
TCL TV exporting countries reached more than 80, the total export volume of more than 385 million units.
And 4 November 2003 TCL and Thomson TV business restructuring, will be pushed to the top at TCL internationalization, than TCL to go their own way ahead of the internationalization of at least three years.
In fact, and Thomson TV business reorganization, the influence of the TCL is omni-directional, must remain in "two lands together", from the larger context that it will be from ideas, talents, international action in three areas: the impacts of future development of TCL, it will promote the TCL from outside to inside the overall quality of an international enterprise.
From the "starting point" of this point of view,
TCL international ideas clearly and another big Giants Haier. Haier's internationalization is from the United States, Italy market approach. United States is recognized as the world's most developed countries, barriers to entry with the highest market, its powerful, far ahead of the technological strength, many dreams into the enterprise out of the wall. On Chinese enterprises, from the highest threshold entered, is obviously a serious challenge. Currently, Haier has entered the United States market for three years, the market development? is profitable? brand image building? these issues were known. It is generally believed that TCL and Haier's internationalization approach each have advantages and disadvantages. Starting from third world countries, relative to the early development, the problem is easier, this kind of market development potential in General, not for enterprise-wide support. In addition, these countries do not have the international appeal and leadership, to other countries, the role of the "example". Developed countries, early access to a greater degree of difficulty, it is difficult to see in the short term to the effect that the establishment of a strong brand image is hard given its difficult; however, once such a market development success, will have a significant impact on other market development, to establish a worldwide brand image has a good exemplary role.
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