Development has entered a consolidation period of foreign air-conditioning.docVIP

 PAGE \* MERGEFORMAT 8 Development has entered a consolidation period of foreign air-conditioning In recent years, consolidation in the domestic air conditioner market in the shuffle of the tide, to LG, Panasonic, represented by the many foreign-funded enterprises, using their own brand of tension and capital strength, or access has been made in the development, or face strategic transformation, or to conduct a comprehensive re - and actively respond to changes in the Chinese market. At present, these foreign companies hold? Also the development of what are the strengths and weaknesses? Where the future of room for growth? With these questions, the author carried out a number of foreign-funded enterprises surveys and research. Response to changes in strategic realignment LG air conditioner market in China is undoubtedly the most representative of the foreign companies. Within a few short years, LG air conditioners with the Group in the Chinese market vigorously implement the ‘localization’ strategy, opportunity, through close to the Chinese market and price system, influential international brand appeal, the promotion of large and feature-rich marketing, and constantly improve the market marketing network, LG quickly climb to the top ten out of domestic air conditioner market has become a leader in foreign air-conditioning brand. 2005 freezing the initial years, the impact of strategic transformation by the Group, LG air conditioners in the Chinese market into full reduction, the original large-scale shift to profit-oriented operations, significantly reduce investment in low-end air-conditioning turned to high-end, lower end-promotional activities frequency. In response, a fellow salesman pointed out that, LG’s terminals in a number of chain stores have stopped promoting its market share, there have been a lot of decline. In early 2006, Frozen, LG is South Korean headquarters unambiguously pointed out that by ‘localization’ strategy to ‘first-class strate