Haier is the letter of the bad example – Haier refrigerator, drum washing machine – household appliances
< BR> Some people think that positioning theory but "marketing in Marxism" , which I agree. Chinese home appliance companies are still scrambling to see the brand extension to this "pre-positioning of the times," the trap of jumping, I feel a responsibility to talk about their own views. My "marketing-Marxist" view may not be all the household appliances industry recognition, but as long as induce some of the Illuminati into the "positioning era" in the future will form a great torrent, achievements Chinese home appliance brand "red flag all over the world, "the cause, then the contribution of this article, which baskets of Haier than how successful diversification is more valuable than the article. In fact, Haier is a downright bad example, who can take the lead in breaking this false idol, who had the opportunity as Gree, as a category in the future to become a global hegemon.
<BR> To the Chinese home appliance industry positioning
<BR> Modern Chinese reform and opening up, the first study and the Japanese. Such as Zhang had is to follow the example of Matsushita. Learning Japanese management, technology, of course not wrong, unfortunately, the Chinese enterprises with the diversification of Japanese companies have also copied over the. The last century 80's, Japanese companies in the world proud. At the time of China, open
TV
A look, Toshiba, Hitachi, Panasonic ad filled eyes and ears. But today? All had angry. Japanese home appliance brands do not have any major home appliances in China category on the come out on top.
<BR> Chinese home appliance industry is the most mature market, the most competitive marketing major battlefield. Ability in the end how you can here show that the most adequate. Why do the Japanese brand will lose Chinese consumers? Interpretation of the complex is the experts do, from the customer point of view mind, the Japanese brand is too vague, they do nothing, it seems very strong? In the globally recognized brand names in 12 household appliances (
Sony
, Matsushita, Mitsubishi, Toshiba, Sharp, Sanyo, Samsung, LG, Electrolux, Siemens, Whirlpool and GE), half are Japanese companies? However, they are not prominent on which category. Perhaps the only exception is Sony's console, but that is because it is another brand name with a PlayStation, PS fans call it, not Sony.
<BR> Words carefully if you will find all of the 12 world brands is diverse. In fact, these brands are in the Chinese home appliance market, not to mention success, only Siemens passable, but rather an extension of its brand at least, for many years in China, specializing in
Refrigerator
And high-end drum washing machine market. Electrolux thunder in the refrigerator very strong, but it introduced
Air conditioning
, Washing machine, the one day as a day. Whirlpool Jiubuyongti, and it has never entered into the Chinese mind, the air-conditioning, refrigerator, washing machine on the repeated defeat, in 2008 they and
Hisense
Joint venture, turning it right this time?
<BR> Whether in China has been struggling for years of old faces, or as Beca, Candy this latecomer in the well-informed and more confident in front of Chinese consumers, the more cross-brand to a better life to the more difficult the. Chinese domestic brands now be able to seize the opportunity, in this increasingly globalized world, they are unique, relying on this piece of the future of the world's largest market, they are fully capable of becoming the world's most distinguished brands.
<BR> GE and Whirlpool is the world's home appliance giants how? Not by Six Sigma, nor is the so-called core competencies, but they have a piece of the world's largest United States consumer market. Of course, an important condition is that it's rivals are engaged in diversified brand extensions, so these competitors catch up, it still worse by a mile. And diversity really tiring, even GE could not help but take it to make things that sell goods business as a burden.
How to Make <BR> Haier
<BR> Ries and Trout Master positioning of the brand extension is complete critics. They pointed out that positioning is the positioning of consumers, not corporate positioning. Position, the final analysis, consumers of your products or services have some kind of awareness, this knowledge can best represent your brand characteristics. Obviously, the more distinctive features, brand, the easier to win in the customer mind location, location the higher the power of the more powerful brand. So, what kind of positioning to occupy the highest position in the minds of consumers do?
I am an expert from China Manufacturers, usually analyzes all kind of industries situation, such as ballast factor , magnetek ballast.
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