Now look, lineup computer 3C transformation for Haier has become the "Mountain of a Road." Similarly, the Haier Group's development has entered a critical stage, before the fast, efficient growth is far from Haier, slow, incremental growth will be eager to expand the scale of the difficulties faced by Haier.
Enterprises into the transition
Late last year, Haier announced its 2005 revenues expected to be 103.9 billion yuan, representing a net increase of 3 billion yuan in 2004. This means that Haier's overall growth last year was only 0.3%. It is worth mentioning that the overall growth or growth of about 6.4 billion overseas revenue basis. Accordingly, Haier's domestic sales in 2005 actually decreased 3.4 billion. This is the first reduction Haier domestic revenue. In this regard, president of Haier Group Yang Mian Mian's explanation was: "This year our main pursuit of high growth to high growth from the change. In it, we give up a lot of orders were not competitive."
In fact, Haier in home appliances market, the advantages of the project on the development and growth performance in recent years, the industry is experiencing a major deterioration of the environment from the trials and tribulations. On the one hand, the state's macroeconomic control, monetary tightening, and many household appliances business cash flow problems. Kelon bear the brunt of the crisis, there are a large number of enterprises have closed conversions. On the other hand, industry consolidation into the peak of the low barriers to entry, competition and more price grappling blindly down the profits in both the reduced competitiveness. Meanwhile, raw materials rise, home appliance chain channel unilateral hegemony, profit exploited, while market competition of domestic enterprises mainly in the low-end market, profits are falling. Haier washing machine, for example, according to fiscal year reported, although the washing machine sales growth of 19%, but profits of only 22.4 million Hong Kong dollars, down from last year more than 50% over the same period. Although Haier air conditioning achieved profit growth over the same period, but the scale has declined. In the field of home appliances, Haier's high-end road of transition was not always smooth.
At present, Haier Group, all revenue, the proportion of home appliances business is still the most important, accounting for sticking. Therefore, a negative growth of the domestic market, Haier has always relied on traditional means that the main appliance industry is entering from the high growth period of stagnation. It is faded, home appliances business, seeking new markets and new areas has become a necessity.
This problem is not only the existence of a Haier. Many to appliance-based enterprise business segment, are desperate to seize the 3C convergence that straw, trying to break the deadlock appliance plate. But for many businesses, 3C fusion itself or an unknown, specific products and markets where the deposit, there is no standard number. Furthermore, for home appliances business, the greatest shortcomings is that lack of core technology and innovation system loss, and 3C of the key is the integration of technology and interaction, rather than simply a function of superposition. In this regard, the industry has long been controversial, 3C market in the future, the protagonist, or those who started the enterprise IT, such as Lenovo, Intel, Microsoft and so on.
Diversity problem
For domestic enterprises, especially the home appliance business, with its growth and development, and open market competition, in the context of global economic integration, have to face restructuring and upgrading. Or a strong professional to do fine on the road, or to the implementation of large-scale diversification strategy, eventually forming their own core competencies, competition in the market in an invincible position.
In fact, many domestic enterprises are now a soft spot for diversity, and continued implementation of the relevance or non relevance of diversity. Haier refrigerators as the products from the initial, expansion to white business, the final form of the entire household electrical appliances chain improvement and expansion, is relevant, there is control to expansion, brand influence, channel network, human resources can be borrowed. Diversification through this association, the rapid growth of Haier household appliances for domestic carriers. Meanwhile, the non-associated are many examples of diversity. Such as the Oaks Group meter fortune, fame in the air conditioning industry after, then enter the automotive field, less than a year, Oaks paid heed to withdraw out of the car in the field, leaving thousands of vehicles sequelae, diversity unwise.
Similarly, for Haier, the diversity of its expertise has not. In fact, Haier began many years ago diversification strategy and have to enter medicine, health products, food, television, computers, mobile phones, software, logistics and finance more than 10 fields. Appears in Zhang, Haier Empire more than just an appliance, it should include many products and fields. And maintenance of all this, thanks to Zhang devote to build brand strategy.
At present, people still are not familiar with the Haier Pharmaceutical loss, did not find a good way to quickly to profitability. And the "Haier Tai Saozi noodle restaurant" chain restaurant industry, represented by chain stores have mostly closed their doors, expansion has stalled in the northeast region. Haier heavily embattled PC business a few years ago and more there is no single benefit. This, Zhang's view was more optimistic: on the one hand the diversity of Haier is still in the exploration stage to try and now the difficulties and problems for future expansion of accumulated experience and lessons learned, on the other hand Haier there are sufficient time and energy Some projects attempt to diversify.
In fact, the massive lineup for Haier computer market, many people are not good. First, the threshold of high technology industries, Haier little voice; second channel of highly specialized computer, Haier channels this diversity can be achieved breakthrough remains to be tested effectively. But in my opinion, these are not the key factor. In fact, despite Dell, HP, Apple and other international giants, and Lenovo, Founder and other domestic strong strength squeeze, but Hale did not take the road of homogenization of the creation of computer shops is a short cut differentiation, beneficial to the future Breakthrough. Meanwhile, Haier household appliances and rich set of model product line, should be able to support the development of his current franchise stores.
At present, the core of the problem is not the Hellfire power PC can be successful, but Haier choose this 3C transformation and integration correct? Ability to support its vast organizational structure of the desired sales and profit margins? Which is Also how long?
These problems not only in torture with Haier, the same was also tortured with household electrical appliance enterprises in China.
3C integration of the global warming trend is continued, Haier also hold herself back any.
Since last June, Haier hesitate to return to the domestic PC market, has been frequency is surprise. Haier chose a Dell, Lenovo and other major PC makers very different marketing model: store sales, and more than 100 a month the speed shop in the country conquering a city, hopes Haier strong brand and robust appliance network, achieved In the large computer market reversal. Haier Notebook Business Unit (China) Sales Director Li Jian said that in May 2005 to 12 months, Haier PC sales growth every month more than 50%.
While under construction in Kunshan area of 3,300 acres of Haier PC production base, but also makes the road look Haier's PC is brilliant.
In fact, in recent years, Haier has been circulating within a statement: Zhang's dream is to become the world's Haier to build a typical case within the 3C. In 2005, Zhang has been the author himself in the media "reflection Haier" Haier has said from the entrepreneurial spirit, work style to take the initiative to change the overall strategy, Haier is entering the "global brand strategy stage," This is the "famous brand strategy, diversification strategy, international strategy "after the fourth stage of development.
But it seems that this phase compared to the first three stages, the degree of difficulty seems much bigger now.
To find a breakthrough in PC
End of last year, Li built the first computer to the media open up new sales model Haier. He said sales of Haier will focus on the computer next to the terminal fully decentralized, besides the Gome and Suning 3C chain stores such co-operation, will increase with the IT direct marketing, distribution channels, business chain binding cooperation, including Hengchang, United States Cheng and other national, regional IT channel for direct sales business chain, including both its own stores, also has its own independent chain of outlets throughout the distribution chain of channels. This sales model Haier computer appliance enterprises with current implementation of the "diversity" channel thinking exactly the same, that is, select the different channels in different markets, not one-sided love a flower.
To Hengchang, for example, Li Jian said some stores on the performance of the joint venture, risk sharing, Hengchang open stores nationwide, the organization of specialized sales team of Haier products, Haier will be the basis of the standard mold, to provide set Hengchang system models. Cooperation, the Haier's sales have been in second place Hengchang increase rapidly.
Previously, Haier has been the focus of the computer channel Gome, Suning and other home appliances stores, sales accounted for nearly 60% of the total, when many companies think that Haier can not be achieved to IT changes. However, this situation is about to change, Haier's high-level computer also revealed that "Next wish Haier IT channel sales increased gradually to 70%, the transfer channel focus is obviously this takes time."
Meanwhile, in 34 markets, Haier computer and home appliance sales channels a certain degree of integration. Currently 34 other brands to enter the market subject to distribution and after-sales service network construction, still at the discussion stage. Haier household appliances in the country through its 2,000 stores and 200,000 county-level rural agency locations, and a mature distribution channel, has launched rural special computer and the corresponding promotion strategy. Undoubtedly, Haier seems large enough, not yet fully developed 34 townships market, is becoming a home on the comer of strategic importance. Haier household appliances with the maturity of the network, in 34 markets still sell computers. This confidence comes from both the Hale strong influence of their brand, but also from its bullish on the general trend of 3C integration.
Of course, the marketing model of the adjustments in the computer market, Haier manoeuvering an action. In addition, Haier is also accelerated from the production base and the expansion of industrial capital, Haier Group and Taiwan's Pou Chen to build cooperation in the Kunshan area of 3,300 acres of PC production base in Kunshan has been formed with the IT industry base facilities, manpower, cost, and many other advantages, to achieve limited Competitiveness.
As Zhang's most promising one, group vice president, Zhou Yunjie is an important appointment, the main control computer, mobile phone and other cutting-edge 3C of the project. Its core mission is to computer as a breakthrough, and build Haier Group's global marketing platform. To ensure that the computer can Haier in China, the two major international platform for the overall development.
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