Haier Transformation: The success of "upgrade"? – Household appliances
< BR> Editor's Note:
<BR> In the "white goods profits thin blade" in the context of how to break the plight of profit growth, Haier's Zhang gives the answer is "strategic transformation?? Fade manufacturing, focusing
Sell
And services. "
<BR> However, Haier has been the image of "production + marketing" company. With international brands and output management to output-based multinational companies than there are gaps. Haier the transition from business development strategies and business models, in the country is still unable to find successful models. Haier is a necessary condition for success with transformation? Haier groundbreaking odds geometric transformation should start from what? Transition point of what the key to success? The most urgent task?
<BR> As a leader in the domestic appliance industry, Haier Group, the transformation of this major move, it will undoubtedly set off hurricane big wave in the appliance industry, the transition effect of the proliferation of thinking has led to the US's and other domestic appliance manufacturers in the transformation of thought. Thus, Haier transformation, not only related to Haier itself, but also about the future of home appliance industry.
<BR> Transition itself is no dispute, no single path to achieve
<BR> Baiwan Gang / CLS Consulting Executive Director, President, China Group strategy, the group control, internal control and risk management experts
<BR> Explore a number of cases, the current manufacturing outsourcing seems to be a business looking for new profit growth point of the usual ways, such as NIKE's global supply chain and OEM system, all the OEM manufacturer, specializing in brand building, occupied mainly by brand The most high-end value chain; even keep your production of all Intel processors, the
Financial
The baptism of the crisis has begun to selectively outsource part of the business to TSMC and other foundries, such as chipsets and wireless equipment production; U.S. appliance maker
Whirlpool
Hisense Kelon recently and cooperation in the white goods market further, the future of Whirlpool's global manufacturing operations will be fully air-conditioned by the Hisense Kelon provide OEM and Hisense Kelon in addition to undertaking its own air conditioning and air-conditioning mold, the two sides still managed technical level, in-depth cooperation.
<BR> Outsourcing seems to be the transformation of enterprises, cost a good way.
<BR> However, for domestic enterprises, the success of a similar strategy of transformation is no precedent for the choice of Haier household appliances industry is now fully competitive, many companies make the gap smaller and smaller, into a homogeneous predicament, Haier had rethink the future of appliance where core competence? Continue to manufacture the main face of declining profit margins and the development bottleneck, how companies find new room for growth.
<BR> Haier household appliances industry, in respect of, CLS that future profit growth still exist in the main room is:
<BR> 1, technical contribution. Future profits will come from major appliances to technical innovation, according to
Machinery Industry
Federation statistics, new technology industrial products in developed countries the contribution to the overall sales rate was 52%, but China is only 5.9%. Hale grew up with "bold introduction?? Actively digest?? Independent innovation?? Own competitiveness" strategy, the successful implementation of this strategy to ensure the growth and development of Haier's rapid growth, but for the present Haier, the bold introduction tactics will face a failure issues, technical issues blockade, independent innovation capacity-building and building as an inevitable choice for the future Haier, transformation has become inevitable. Need to explore at this stage is really Haier already has a core technology R & D capabilities? And accurate grasp of the market capacity of the customer? Technology, brand, service continues to lead the home appliance industry capacity? Building from these core competencies can be achieved is a prerequisite for manufacturing outsourcing.
<BR> 2, business model changes
<BR> Business model change, the future of new enterprise set up one of the means of competitive advantage, outsourcing is now common way to manufacture one, but no success stories for the Chinese domestic enterprises, long way to go need to consider the problem a lot, for example, the key control for the outsourcing business issues, two different cultures of the synergy of cooperation between enterprises, will be the first on Haier's management capacity, enormous challenges for the system output capacity.
<BR> 3, new market development
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