abstract
Since its establishment, Haier has developed from a loss-making small factory to a world-famous brand, and its products have entered thousands of households. As a world-famous brand in China, Haier's internationalization strategy along the way is worth learning and learning from many domestic enterprises that are about to go international or even have already gone international. This paper analyzes Haier's brand internationalization strategy and its enlightenment to China enterprises.
key word
Haier; Brand internationalization; ? Easy first, then difficult? ; arouse
Since the reform and opening up, China's international status has been improving day by day, and more and more countries have paid attention to it. More and more foreign-funded enterprises have poured into China to invest, which has also stimulated the development of local brands in China, such as Haier, Lenovo and Huawei. These brands also occupy a certain position in the world and are loved by many domestic and foreign consumers.
In the fierce international competition, always abide by it? Survival of the fittest? This competition rule, and Haier, as the leading brand in China, has long been ahead of other enterprises, even ahead of many brands in the world. In the international competition, Haier has never stagnated, and has always maintained a positive and innovative attitude, which has achieved its present position.
I. Introduction of Haier Group
Haier company was established in 1984, and the company was established in Qingdao. At the beginning, Haier only produced one type of refrigerator, but now Haier's products can be seen everywhere around us: refrigerators, washing machines, air conditioners, rice cookers, dishwashers and other 69 categories 10800-odd specifications, including white, black and beige household appliances, which can be said to cover all fields of the household appliance industry, and Haier also attaches great importance to after-sales service, providing consumers with certain after-sales protection.
Today, what we see is the success of Haier. In fact, Haier has encountered many difficulties since its establishment. When Haier was founded, it was a small factory with a loss of 6.5438+0.47 million yuan, which happened to be a day in February of 654.38+0.985. Break the refrigerator? The incident greatly changed the fate of this loss-making and unknown small factory. He picked up a sledgehammer and personally smashed the first refrigerator with quality problems, and demanded that all 76 refrigerators found be smashed. The act of smashing the refrigerator awakened the quality consciousness of Haier people and also smashed Haier? If you don't do it, you must strive for the first place. The spirit of. Today, Haier has also developed from producing a single refrigerator to having a product group with more than 15 100 specifications, taking the lead in entering the international market.
Second, Haier's internationalization strategy
Brand internationalization has always been the goal of Haier's development, and for Haier people, internationalization is not only to earn foreign exchange through export, but more importantly, to create a brand through export. This is not a question of whether the enterprise is willing or not, but whether the enterprise has the ability, and Haier's goal is nothing more than that, to become an international Haier and create a world famous brand in China.
(1) Stabilizing the domestic market
From the early days of Haier's establishment, product quality is the key. Zhang Ruimin smashed the refrigerator on 1985 is a typical example, and this incident also set a good image for Haier, making consumers in the domestic market think that Haier's refrigerators are all high-quality products.
After a long period of development, Haier has been firmly in the first place in the domestic traditional home appliance market, and it is quite difficult to increase it by one percentage point, so internationalization is the inevitable way. Moreover, becoming bigger and stronger is the inevitable way for enterprises, but before that, it is necessary to strengthen its position in China, and Haier has occupied this favorable position in the domestic household appliance industry.
(B) independent expansion and overseas mergers and acquisitions
Internationalization is the only way for enterprises to develop to a certain stage. China enterprises generally adopt two ways to expand overseas: independent expansion and mergers and acquisitions. In the initial stage of Haier's internationalization, it mainly adopted the way of independent expansion. In this way, we must first have a certain brand awareness, and secondly have a certain financial strength, because in the initial stage of overseas expansion, we often need a lot of capital investment, which is not the strength that any enterprise can have; Secondly, to invest and set up factories abroad, especially in developed countries, the labor cost and rent are often higher than those in China, so they no longer have the comparative advantage of low labor cost in domestic production, and the production cost of products will also increase. In the initial stage of Haier's external expansion, it mainly exported its products abroad for overseas marketing. A large number of products are exported abroad and sold in foreign markets. After being affirmed and recognized by the local market, Haier invested and built a factory in the United States on 1999. Now Haier has a product design center in Los Angeles, a factory in South Carolina and a marketing center in new york, and has gradually formed a complete R&D, production and sales system in the United States. Did it come true? Trinity localization? . Haier is also expanding vigorously in developing countries such as Asia and Africa. After 2000, Haier began a certain scale of mergers and acquisitions. For example, in June, 20001,Haier acquired an electric refrigerator factory in Italy, with the aim of expanding the European market as a production base.
3 take it? Easy first, then difficult? Strategy of
For many enterprises, in the initial stage of entering the international market, most of them will target developing countries first, which is relatively easy to succeed. However, what does Haier take? Easy first, then difficult? The strategy is to target developed countries first and then export to developing countries. Because if you gain a foothold in developed countries, once you create a famous brand effect, it is easy to open the market in developing countries. However, it is difficult to realize this strategy in a short time, and it will take a long time to face great challenges, but only in this way can Haier's market competitiveness be enhanced. Haier chose this? Easy first, then difficult? The strategy to overcome difficulties is to shape? Haier? International brand image. The results show that Haier's decision has made its products recognized by consumers, established the image of high-value products, and really made Haier people understand that if they want to be bigger and stronger, they must build brand-name products, otherwise it will be difficult to gain a foothold in the international market.
(D) Cultivate brand reputation
Do Haier people know? Made in China? It has long been defined by westerners as a sign of cheap products, so in the early days of Haier's international market development, it was not occupied by low prices, but realized by consumers' recognition of Haier brand, and it has been going on? Good quality and low price? According to the consumption habits of western consumers, they pay more attention to product quality than price. In order to make its brand a truly world-famous brand, Haier has implemented a comprehensive localization strategy. While maintaining high quality, it is also closely integrated with the needs of local consumers, and even meets the needs of consumers in advance, which requires localization in all aspects such as design, production and marketing.
Three. Enlightenment of Haier's internationalization
At present, Haier brand is a world-famous brand in China, and its products have already penetrated into thousands of households, and it is also a leader in the same industry. His success has brought many inspirations to many China enterprises going abroad.
(A) to strengthen their own skills.
Good morning. Break the refrigerator? The incident sounded the alarm for Haier people, and we must put product quality first. Therefore, for a long time, the quality of Haier's products is trustworthy, which also laid a solid foundation for its creation of famous brands. Before going international, a brand must be backed by a solid domestic foundation. Haier is also aware of this. Before going international, it fully developed the sales chain of production chain in China and established its brand concept in China earlier. Haier, always sincere? Our good image is deeply rooted in the hearts of the people of China.
(2)? Easy first, then difficult? Unique strategy
At the initial stage of Haier's internationalization, it preferred to enter the markets of developed countries in the United States, which was different from most enterprises. In the initial stage of international development, many enterprises generally choose underdeveloped countries such as Africa and Southeast Asia, which can reduce costs, have relatively weak competition and avoid many trade barriers. However, Haier believes that it is easier to enter a developed market like the United States from the beginning, and once it is firmly established, it will enter a developing market. However, if you enter those underdeveloped markets first, even if you gain benefits, it will take a long time and energy to enter the developed markets. So Haier chose? Easy first, then difficult? Our entry strategy, relying on the famous brand effect established in developed countries, is easier to enter the developing country market.
(three) fully meet or meet the needs of consumers in advance.
If an enterprise's products want to be favored by consumers, it must be that the products can meet the needs of consumers and on the premise of ensuring product quality. Haier also recognized this problem, so Haier realized it through a series of independent expansion and mergers and acquisitions overseas? Trinity localization? , so that design, research, production and marketing can be closely combined with the needs of local consumers, and in-depth understanding of the local market, to produce differentiated products to meet consumer needs. This product is different from the mainstream products in the local market, at the same time, it can meet the needs of consumers, with quality assurance, and Haier has always insisted? Customer first? Naturally, its products are more recognized by consumers.
(D) establish a correct international strategic goal
With Haier's strength, it can do OEM, while many domestic enterprises usually do OEM or participate in international competition through export. However, Haier knows that although it can earn rich funds for enterprises in the early stage and introduce some advanced technologies, it is always doing other people's brands. So Haier insisted? Export is not only to earn foreign exchange, but also to create a brand? , or not to do, do? A world-class brand? , and strive to complete from? World-class factory? Arrive? A world-class brand? The span of.
Haier's achievements today are inseparable from the above-mentioned internationalization strategy. Of course, these are not the only ones. For example, the use of talents, after-sales service of products, and the shaping and construction of corporate culture are also some important strategies for Haier to realize brand internationalization.
Nowadays, brand internationalization is the inevitable trend of enterprise development, which also requires enterprises to have stronger competitiveness. At present, the brand cultivation of China enterprises is in the initial stage, and Haier's success can give these enterprises a good reference and inspiration in their future development. For China, having more and more world-famous brands will undoubtedly enhance China's international competitiveness and be in an increasingly favorable position in international competition.
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