Hisense brand home appliances from the two issues to see.docVIP

 PAGE \* MERGEFORMAT 6 Hisense brand home appliances from the two issues to see Recently, Hisense Group’s research in domestic brands invited experts and scholars and domestic appliance industry for the Hisense brand status of the living environment and a wide range of study. As a business three decades, from a single set of product development for the Branch, industrial, commercial, trade one large high-tech enterprise group, enterprise-scale expansion and diversification of industrial structure adjustment, making Hisense presented at the seminar, ‘We have need to reflect on the conduct of enterprise’s brand and the brand from a strategic height of the future maintenance and planning. ‘ Hisense questions are raised by the present large number of domestic enterprises, especially the home appliance industry must face up to one reality: the ultimate home appliance market competition is a brand competition. In 1995, the domestic appliance brand more than 200, and by 2000 only the remaining more than 20 in just five years the brand has been phased out by 90%, this rate predicted in 2005, the domestic appliance brand eventually be able to retain down only 2-3 at home. Such a cruel ending, how to prevent Hisense concerned about their safety then the brand? From 1996 to 1999 was a household electrical appliance enterprises ‘acquisition of the times with the goods’ (the strength of the same product manufacturers mergers warfare), a powerful single-product brands began to cross-regional mergers and acquisitions. Large household appliances enterprises through direct investment in factories, with the OEM way, or merger of the approach, and began to actively incorporated into other related product lines, home appliances enterprises to enter the brand merger era, Hisense in 1996 and 1997, respectively annexed Guiyang China Day electrical and Liaoning Golden Phoenix television factory to achieve the brand’s capital management. Such as Changhong, Konka, TCL, Haier and othe