Haier faced plateau and the difficulty of TCL International.docVIP

 PAGE \* MERGEFORMAT 10 Haier faced ‘plateau’ and the difficulty of TCL International December 9, 2006, a grand exhibition of Chinese goods in Mumbai, held a ‘hit’ occurred in virtually all of the exhibitors who: small glasses box, large motorcycles, each participating products were almost the same as mad rush to buy. Even trade shows in Mumbai after the end of the Chinese exhibition tube outside the gate, as well as Indians queue up to buy Chinese products. ‘Made in China’ in developing countries, so sought after by consumers and is pleased that the things we should, but also ‘Made in China’ in many developed countries, Quenan have this situation, the internationalization of Chinese brands difficult road. It is reported that: As of September 2006, TCL Group’s European operations, a loss of over 20 billion. Order to prevent the loss of the expansion, TCL Holdings a subsidiary of TCL Multimedia and TCL Multimedia, a wholly owned subsidiary of TTE, TTE Europe, with the Thomson Group to reach an agreement of understanding led to the reorganization of TCL TV business in Europe, a full cessation of color TV in Europe sales and marketing activities, instead OEM mode. Why in the Chinese market has been the leading brand ci surprised situation, such as TCL, Haier, Lenovo, etc. to the international market on either a problem or difficult? This is mainly because the Chinese brand in the international strategy does not have to solve three major problems. First, the route problem: in the end should be the implementation of ‘before tackling the difficult’ of high-profile-type line, or should the implementation of ‘before the complicated ones’ gradual permeation route? At the end of 2006, Haier’s Mr. Zhang Ruimin the author admits that ‘Haier has entered a plateau phase’, Haier’s internationalization path encountered unprecedented resistance. Haier Although the U.S. share has been one of the best small refrigerator, but it is difficult to break into the mainstream of A