Haier Nan House Suning Appliance giant conspiracy North nature in transition – H
Recently, Haier Group, its Hong Kong listed company held 31.93% stake in Haier Electronics sell to the A-share listed company Qingdao Haier;
Suning
Pioneer Electric came with the Pioneer brand flat-panel TV sales reached a letter of intent, sufficient to shock the world more than two
Home Appliances
Market news has attracted wide media attention.
To industry sources, the first message indicates that the world's third-largest white goods company, China's largest appliance maker Haier Group "to manufacture" process to further accelerate; second message means that the upstream involvement of Suning Appliance Manufacturing The pace has taken a "bigger step." Because, compared to the cooperation with Haier, the company had,
Whirlpool
, Electrolux brands to further strategic cooperation, not only the market leader, including mainland China's exclusive brand, but also may include the Japanese domestic market, Suning's LAOX company Pioneer brand flat panel TVs agency cooperation.
The source said, Haier, "to manufacture" of and Suning "quasi-manufacturing", the surface is incredible, which attracted a lot of criticism and doubt, in fact, is targeting China's home appliance giant, forward-looking layout for the next 10 years , attempt to transition, "the company recycling" industry initiative.
Haier "to manufacture" of
Fact, familiar with "whom was not, was not arbitrary rule," Zhang, founder of Hale Road, since 1986, spending a "China first hammer", the "Dare" is almost as People on his own knowledge and Haier brand personality positioning.
Early as 2001, Zhang released Haier recycling strategy, it attracted wide attention. "Japanese do on completion, clear day on high" OEC management model, SUB strategic business units, process reengineering, organizational reengineering, business reengineering and the unity of human single-chain management market, Haier has become beyond the scope of the society within the corporate culture Total intellectual wealth. Haier has not only made 30 years ago from a management confusion, confused way out of hand workshop-style collective factory, the development of a global product marketing, brand world-renowned international companies, even thousands of businesses on the Chinese household electrical appliance industry, nearly 10 million employees from different level, different angles, in different ways and produce a positive "push" of the profound impact.
However, in April this year, Zhang open its "Haier started from manufacturing to
Service
Business Transformation "proposal, still stricken industry challenge. Haier launched separate manufacturing and brand management" to create "of transition strategy, will form part of OEM outsourcing business," marketing-driven "development strategy, also known as the development of encounter "ceiling", "easy to hard on the next" forced sexual selection.
However, Zhang and Haier led by the eyes, after the reform and opening up 30 years of rapid development, the rapid rise of China's home appliance market in the world manufacturing industry has come to "Extreme has changed," the crucial moment. And product-oriented 30 years ago, the market and the brand identity of a broad-based than the last 10 years with the advent of the Internet age, demand-oriented, market-based precision, technology and innovation oriented connotation of the brand growing trend. The next 30 years, "Product is king" in face of traditional marketing thinking will end, and to consumer demand as the starting point of the "People" marketing will become very popular.
The other hand, after 40, 50 after, 60 after, 70 after the main force as a consumer, "the first 30 years", affecting people's awareness of consumer habits and brand choices among the major media, including word of mouth, newspapers, magazines, television, movies, the Internet's emergence and popularity only in recent years to do. However, after 80, 90, 00, the 10 is doomed to become the "new 30-year" main consumer, the Internet will become the NO.1 (first) transmission vector. As word of mouth to "spread Hand monument," the evolution of the brand will no doubt be the first element of consumer choice; and meet the diverse needs of the consumer proposal based service capabilities, it will definitely affect the brand reputation and become the first loyalty elements; with regulations and improve the quality and quality management to improve the maturity of the product and quality is bound to degenerate and
Refrigerator
Refrigeration, consumer appliances like color TV imaging fundamental elements, and technology, brand, service is a matter of course "position" to influence the decisions of the selective factor.
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