Chinese household electrical appliance industry should be put into operation Chi-brand strategy.docVIP

 PAGE \* MERGEFORMAT 8 Chinese household electrical appliance industry should be put into operation ‘Chi-brand’ strategy Some people say that China is a brand big country, but not the brand power. Indeed, according to statistics on the Chinese household electrical appliance industry, has nearly 20000 registered trademark of the brand, but the achievements of the international well-known brand has only ‘Haier’ unique. Analysis There are two reasons: First, China’s home appliance industry, the competitive environment unhealthy. Chinese home appliance industry, have gone through nearly 20 years of development history, but still there are some unhealthy competition factors: appliance stores unreasonably high slotting allowance, business anniversary fees, promotional fees; industry, lack of supervision of competent authorities; Enterprise unhealthy competition in the main idea; aggressive marketing and so on. Second, low-cost Chinese household electrical appliance industry, radiation is also an important reason for population, China as the world’s household electrical appliance industry, processing plants, differentiate itself in Europe and the United States, Japan and South Korea and other countries and regions, brand positioning, so as China’s home appliance industry, the core groups, of course, it would be difficult to produce high premium brand. Although, at present China is difficult to produce high-value brand, but changes in the global home appliance division of labor can be seen, China’s achievements in high-value brand will continue to have favorable climatic, geographical and other positive factors. The last century, 70’s, Europe and the United States home appliance enterprises have transformation of the manufacturing moved to Japan, Korea and other Southeast Asian countries, from the focus on technology development and brand building; the last century, 90 years, the global home appliance manufacturing center and to a vast market of China, had engaged in