Editor's Note: China's powerful requires not only a strong national defense, also need strong manufacturing industry support. No doubt, today's China has become the world's major household appliances, electrical household appliances by household appliance power towards the nation is a lot of people's aspirations and household appliances, in China household electrical appliances Association drafted the Chinese household electrical appliance industry 12 five-year plan ", also identified the home appliance industry development strategy objectives, ten years or so from a household appliance power development become household appliance power.
The road of household appliance power cannot be separated from the rest of the Government's industrial policy support and guidance of professional associations, more need household electrical appliance enterprises down-to-Earth, work hard. For this reason, the Chinese home appliance network organized a "Chinese appliance giant road series interview", the main producing areas, household appliances and household electrical appliance enterprises come together to explore China's home appliance power of how to walk, so stay tuned.
China has become the world's recognized home appliances, but also can not be called a household appliance power, then, household appliance power flag what? haixin kelong electronic appliance shareholding co., Ltd. President week singer gives his unique interpretation. Week singer that household appliance power must have a subject at the international level, to have sales of globalization, the key is to have its own brand.
Household appliance power should have global brands
"I think the flag is a household appliance power, for the consumers throughout the world, comes to a Chinese appliance brand will have cognitive. Therefore, OEM and must have its own brand. "Week singer said to export markets, for example, although the annual export European Hisense electric appliances in the 200 million units, but most of them are OEM and export only resource, not the brand. "Own brand is critical, this is the implementation of the ' twelve ' five Chinese home appliance industry by big to home appliances home appliances through a solid foundation. "Week of the singer says.
Week singer recalls, in the late 1980s, Samsung and LG advertising in the European market, many consumers are not recognized. But they grasp from the massive advertising and product quality, won the consumer satisfaction, making Korea home appliance brand in these countries to take root and be recognized. Now Korea Samsung and LG in Europe with the view to even have a number of European and American brands formed the "panic". This indicates that the Samsung and LG not only representatives of the household appliance industry in Korea, and become the global appliance market cannot be ignored by the well-known brand, has been with HP, Siemens, Sony, Panasonic and other brands.
Week singer admits, since joining haixin kelong 2008, he has been since hope that can promote the internationalization of haixin kelong, Hisense kelon household appliances into the global mainstream brand. Week singer thinks that the future haixin kelong to the internationalization of the brand and products need of support. First of all for Europe, Australia, United States, different regional markets with differentiated products to meet the different needs of the local consumers. At the same time, the need for systematic brand planning, access to a broad market acceptance. For example, this year the Hisense kelon title Australia Melbourne City Centre of o net games Stadium, just want to remind consumers that a Chinese brand entered the Australian market.
In the week singer, Korea home appliance industry in the world of rise of China electrical appliance industry has reference; in other words, we must adhere to understand to the internationalization of the brand, is the only way the dream of home appliances and not far away.
Technological innovation become household appliance power development power
And independent brands complement each other, technological innovation has become the major powers by home appliances home appliances power transformation. Week singer that China electrical appliance industry, the future can no longer rely on the scale and cost, technological innovation and product innovation should become China's home appliance power of pushing hands.
Week singer thinks that "most Chinese innovation" is imitative of innovation, a lack of originality, quality is not high. Although the Chinese household electrical appliance enterprises of local innovation capacity, but knowledge management of institutionalized, accumulation, management platform for Standardization, comprehensive strength is not enough, causing the Chinese enterprises and other cross-border gaps for large enterprises. Week singer said, "we not only to technical innovation, but also to undertake including management experience, management of refining and brand-building innovative, multiple dimensions of innovation in order to better and faster brand values, promote the Chinese home appliance industry from manufacturing powers to manufacturing country in transition. ”
"Haixin kelong over the past few years, so I'm most satisfied with the technical innovation ability and product quality has been significantly improved, this is also the business sector in recent years. "Week singer particularly emphasized.
Week singer that build household appliance power essential factor is the key resource and technology development. "Our home appliance industry to focus on core technology resources, such as compressors, key control technology, in particular, it is necessary to break the current inverter air conditioner compressor industry primarily Japan company monopoly situation. "Week of the singer says.
In the international market competition is increasingly fierce, the standard for enterprise growth is very important that only through the development of international standards to develop international business, it might have the right to speak on the international market. "In the technical barriers to international trade disputes, we can see the importance of the technical standards. If the future China to become the world's third largest standard powers, world electric appliance exports need to study China related technology standards, will further promote and stimulate export of Chinese products. "Week of the singer says.
Can no longer rely on export-oriented growth mode
"Twelve five" is China's household electrical appliance industry in the development of strategic opportunity that China's home appliance market will usher in a new round of fast consumption structure, change and upgrade
This will effectively promote the growth of the domestic market. Week singer believes that China's home appliance manufacturing industry should improve the proportion of domestic sales and export must longer excessive dependence on export markets."At present, China's home appliance exports market reality is that the number and not pay attention to the importance of quality, mostly low-price of Foundry products. During the five ' 12 ', we should pay more attention to product structure adjustment should be made to the high value of exports in transition. ”
Week singer believes that in addition to the export market, the future Chinese appliance sales will be 8 billion people in three or four-stage market and greeting in the Western market "consumption of spring". At the same time, the primary and secondary market of household electrical appliances will usher in a consumer promotion, such as new housing and trade-in demands, this is a large refrigerator and frost-free refrigerators and other high-end products bring good.
But in three or four-stage market, household electrical appliances of saturation only 30%-40%, the farmer's needs will bring a broad market space. If the rural household appliance market can flourish urban markets, China's home appliance market will become the world's largest consumer market.
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