For the growing national electrician brand, the pressure is not only from the impact of the brand-name companies, but also from the fierce attack of foreign-funded enterprises. In recent years, the development of foreign electrician brands has been very rapid, Schneider Electric whales wins; Legrand acquires TCL International Electric; Siemens Xiangle Delixi... Although Schneider Electric, Legrand, Siemens, Simon in the last two years There are no big moves in the foreign brands, but from the performance of the market, their formation has become more and more perfect, and even in the market has already acted. Legrand acquired TCL International Electric, the most influential national electrician brand in China, and naturally became one of the current foreign brands. With the huge network advantage of TCL International Electric, TCL-LeGrand has completed the channel with little effort. Construction; Simon Electric is quiet, based on the East China market, keeping pace with the development of the western region, and now has set up camps in Xinjiang, Gansu and Guizhou. Faced with the stepping of foreign electrician brands, how should domestic first-line electrician brands seek development opportunities?
Xiong Dayong, general manager of NVC's electric business division: There are three main differences between domestic first-line brands and foreign brands: First, the gap in brand operation. This is also a shortcoming of national brands in various industries, but this gap is shortening. Second, the history of domestic brands is mostly short. Foreign electrical brands have decades of history, and some even have a hundred years of history, and the operation of enterprises is relatively mature. Third, the strength of the funds.
However, domestic first-line brands also have their own unique advantages, mainly in such aspects: First, they are familiar with the domestic market and the consumption habits of Chinese people. The products launched can meet the needs of Chinese people, and the prices can be in line with China’s national conditions. The opportunity for domestic first-line brands to intensively work. For example, NVC's market network has opened up county-level cities, and some town-level markets can see NVC's sales outlets. Second, market operations have higher mobility and flexibility. Domestic first-line brands can respond quickly according to the individual needs of consumers.
In recent years, foreign electrician brands have increased their investment in the Chinese market, which has certainly had a certain impact on domestic first-line electrician brands, and more is a conceptual impact. It has been 20 years since the foreign electrician brand entered the Chinese market, but it has not been able to truly understand the characteristics of the Chinese market, and its performance has not increased much. In recent years, foreign electrician brands have adopted a merger expansion method, which has already changed several well-known domestic electrician brands to change their flags, which has brought a relatively large impact on the concept of other domestic national brands. Of course, the domestic first-line electrician brand has also learned and improved from the fierce competition. The rapid growth of the performance of NVC is an example.
Faced with the stepping of foreign electrician brands, domestic first-line electrician brands need to improve themselves and improve themselves. The main reasons should be to start from these aspects: First, speed up the development. We believe that if rabbits want to beat elephants, they only have to run faster than this. Similarly, domestic first-line brands must have high-speed development in order to win more development space. Second, establish unique technological advantages. Although the electrical industry is not an industry with too high technical content, NVC has still "developed with innovative technology as the foundation of its products" and is developing future trends in the electrical industry. Third, intensive cultivation and enhanced marketing integration. The first-line brands in China have the advantage of natural intensive cultivation. The population of a province in China is equivalent to the population of a country in Europe. Therefore, each province is a big market, and the products of national brands are close to the advantages of the Chinese market. The advantage is also a breakthrough. Fourth, improve the stability of quality.
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