China shaver industry became active international brand
China National Hardware Association’s latest information shows that the shaver products produced in China is its novel style, and many varieties, exquisite packaging, low price, is active in middle and low domestic and international product markets, and have emerged Superman, flying Branch, tycoon, Ding Ling as the representatives of the well-known companies and brands.
These products now has a 70% share of the domestic market, but also continued the development of the tentacles to the high-end market, and thereby destabilize with Philips and others as representatives of the international brand. China shaver has thus become the fast-growing domestic market, one of the products of small household electrical appliances. Is writing a “small products, big market” prospects.
China shaver industry development in the late 80s of last century, as a rapid development of light industry products, all these years of development by leaps and bounds, and in Zhejiang and Guangdong, the formation of two major production centers, is showing a local brands and international brands the same stage of competition in the market.
Up-market international brands Extraordinaire
According to statistics, in 2004 ranked highest in the world’s razor brand sales are: Philips 15 million, 9.5 million Braun, Panasonic 7.5 million, Superman 6.6 million. Philips, Panasonic, Braun, the three major international brands are still firmly occupy the top three positions.
Another point can not be overlooked is that in product quality, production and domestic and international market share and so the formation of the industrial advantages of China shaver industry in the patent as compared with the international brands, but also very different. For example, internationally renowned brands Philips shaver is currently in China has reached more than 100 patents, including patents related to core technology, there are a number of 70; while patents are basically my razor-based appearance of the patent , very few patents.
Competitiveness of local enterprises underlines
It is a profound experience into this gap, a number of national brands began in the brand embarked on the road full of hardships: a famous Chinese brand to fight for a place in the world. Private enterprises in Zhejiang is located in the coastal areas take full advantage of the favorable environment for development, to tap their own potential, to strengthen the country’s razor industry has played a decisive role.
At present, Zhejiang has formed the “China (Wenzhou) shaver production base”, “Simen, Yuyao, Zhejiang, razor specialized industrial zones” and China’s largest razor manufacturer – China Superman Group. Competing against the brand at home and abroad, the Chinese local brands shaver production scale and market share, it is also achieved a qualitative leap.
Among them, in 2004, as the nation’s largest razor manufacturer of the Superman group, sit at one stroke the world’s fourth-place razor production and sales, more than the world of small home appliances giant – the United States, and Japan’s Hitachi Remington. In the domestic market, Superman Zeyi sales of 4.4 million occupied 19% market share, and for 8 consecutive years, ranking first in the industry. Philips With sales of 4 million, occupies a 16% market share; Matsushita sold 1.8 million, only 7%; Braun Zeyi 1 million sales, possession of 5% of market share. Not only that, Superman also has 287 various products with independent intellectual property rights in the country into nine or more large retail outlets, supermarkets and shopping malls selling their products.
At present, the Superman razor products have successfully entered the Wal-Mart, Carrefour and other world buyers procurement plans in order to better serve the global customer service. In the United States, Superman’s market share has reached 8%.
As China shaver industry leader, Superman Group Managing Director, said to be positive, Superman to build its future development goals are: By 2007, production and sales into the global razor third place; to 2020, in its all export products, with “Superman” brand products output from the current 30% to 80%.
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