Cixi Dream China Electrical Appliances- simplistic way of thinking is doomed to find a way out.docVIP

 PAGE \* MERGEFORMAT 8 Cixi Dream ‘China Electrical Appliances’: simplistic way of thinking is doomed to find a way out Liu Wei: Can you briefly describe for me, Cixi build ‘China Electrical Appliances’ in the framework of the idea? ‘Chinese and foreign management’: Cixi has now formed a small household electrical appliances spare parts production base for ancillary and machine processing. Output value in 2003 reached 30 billion. However, small household appliances enterprises the largest until 860 million. In which the formation of the brand is only one side is too well-known nationwide. Cixi City Government hopes to nurture brands, but the difficulties are many, and only through expansion of manufacturing capacity, enterprises grew very slowly, merger integration difficulties, the local people who want to be the boss, so in fact want to grow up yet would like to go it alone. Grew up this way has become a contradiction. Cixi considerable number of enterprises is based on OEM survival, its own brand also has OEM, Fang is now its own brand too. The 60 largest local market for household electrical appliance enterprises to go OEM. Most of the products of local enterprises to go in rural areas, out through the wholesale market, but also through the sale of companies, shopping malls, large proportion of smaller stores. Cixi City Government, intends to build the first regional brands, the Chinese appliance city, would like to Qingdao, Shunde side by side to stimulate corporate brand. This translates into a logic: Cixi - China Electrical Appliances regional brand Base - small household electrical appliances industry clusters Performance - Brands cluster (currently only the formation of other parties too) Regional brand (industry cluster) - corporate brand (brand clusters) - the formation of large enterprise groups (bigger logic: Integrating resources) ‘Chinese and foreign management’: Cixi there is nothing wrong with the positioning of appliances? He led th