Ni Runfeng brand international operational strategy goes wrong-.doc

 PAGE \* MERGEFORMAT 8 Ni Runfeng brand international operational strategy goes wrong? July 8, 2004, in the domestic appliance market, all-powerful over the years Ni Runfeng formally withdraw from Changhong, Zhao Yong took over the helm back. Changhong again on the retired CEO, which may be due to many, many reporters have had a more detailed report. But basically just floating on the surface: Changhong in the U.S. anti-dumping case in the failure and recovery in the United States a huge payment difficulties. However, this is only Changhong, Ni Runfeng comeback in the two most obvious, and very appearance of the problem. Nature of the problem, we think that is: the wrong business ideas, the inevitable consequence of these two. First, the internationalization of Ni Runfeng thinking and his huge receivables Ni Runfeng comeback in February 2001, when the internationalization of Haier’s brand a tremendous impact in the United States direct investment in the initial success of the Haier has become the year’s first brand of domestic appliance industry. Starting in 2001, Changhong color TV has some new ideas into the U.S. market. However, in entering the U.S. market, the ways and means on the pattern of Changhong and Haier model is entirely different. The fundamental reason for this difference is: thinking different. Ni Runfeng using only traditional methods, the only means of access to markets: price. Ni Runfeng in 2001, said: I prefer to point more freight, they were reluctant to set up factories overseas, especially in the United States. These words have two meanings: Meaning 1, the U.S. market we have to go in; the meaning of 2, but we do not think the United States direct investment, Changhong has its own color TV exports to the U.S. approach. Three years later, see, Ni Runfeng these words have a more specific interpretation. Changhong is responsible for the production of color TV sets and from domestic exports to the United States, in the United States APEX