20 10 February, Midea Group was selected as the only household appliance enterprise in China in the "Top 500 Most Valuable Brands in the World" published by Brand Finance, an international authoritative brand value evaluation agency. ?
Midea's vision is to become a leader in the domestic household appliance industry, rank among the top five in the comprehensive strength of global household appliances, and make Midea a world-famous brand.
So what are the strengths, weaknesses, opportunities and threats of Midea Group in reality?
Advantages:
1, excellent team, marketing expert. Midea Air Conditioning's marketing team is recognized as a marketing expert in the industry, with strong learning ability, quick response and good system construction.
2, up and down integration, strong support. Beauty is beauty. Few enterprises in the air conditioning industry can make both upstream compressors and motors, as well as two compressors and complete machines. The deep industrial chain provides strong support.
3. It has a high reputation in China and a strong brand appeal, and the product quality has been widely praised by consumers.
4. Have a healthy financial structure and obvious core competitive advantages, and initially have the ability to allocate and use resources on a global scale.
Disadvantages:
1. In recent years, Midea Group has diversified from home appliances to automobiles, and at the same time merged with similar enterprises such as Valin and Rongshida. The rapid expansion has weakened the competitiveness of air conditioners to some extent.
2. Midea has its own design agency, while local design agencies like to work hard and lack corporate image publicity.
Opportunities:
1. Globalization is becoming more and more obvious. China has long been a member of the WTO, and the import and export restrictions have been reduced, making it easier for the United States to implement its globalization strategy.
2. There are more and more large-scale world gatherings such as Olympic Games, World Cup, World Expo and World Expo. Midea appears in front of the world as a sponsor, which can further enhance its popularity.
3. In recent years, more and more foreign enterprises cooperate with China enterprises, which means that Midea Group has more opportunities to exchange and cooperate with foreign enterprises.
Threats:
1. In recent years, Midea Group's small household appliances business has suffered losses, which has affected the confidence of investors and businesses.
2. Channel resources are constantly losing and competitors are constantly challenging.
3. A few competitors take illegal measures to damage the reputation of Midea Group.
China's home appliance market is very profitable, and potential competitors may enter the market at any time to grab some market share.
Although there are disadvantages in some aspects, and direct and indirect competitors have also given certain threats, in any case, Midea Group will continue to adhere to the effective, coordinated, healthy and scientific development policy and form an industrial pattern of industrial diversification, large-scale development, specialized management, business regionalization and differentiated management. I believe that the powerful strength of Midea Group will definitely solve these disadvantages and threats, further develop its own advantages, seize the opportunity of the new era, and build itself into a global, scientific, moderately diversified enterprise group with perfect corporate governance structure. Just as its prospect: it will become the top three world-class white goods manufacturing enterprise groups in the world by 20 15, and realize the strategic goal of "recreating beauty".