Small home appliance overseas strategy

　　China‘s small home appliance industry seems to be changed.
　　
　　In the first half of this year, in the domestic blockbuster three cross-border acquisitions overseas brand case, small home appliance brand beauty of second: Toshiba of Japan, Germany, library CARDS one after another.
　　
　　And beauty "victory", seems to sweep once "the wave of overseas online shopping" for domestic small home appliance industry "shadow. Also as the home appliance industry veteran observers liu buchen say," to become a global industry leading brand, internationalization is not the past. "
　　
　　But the problem is that the frequent moves overseas m&a can represent small home appliance in China has been firmly established in the international market?
　　
　　The root of the small home appliance of overseas mergers and acquisitions in China?
　　
　　Traced back, take a look at the small home appliance industry overseas m&a events, we is not hard to find, this is the market demand, and the trend of The Times.
　　
　　On the one hand, influenced by the economic downturn environment at home and abroad, the domestic industry overall pain experienced industry in 2015, the market tends to saturation, competition is very fierce. Refinement in the field of small home appliance, although the overall income rise, but the strength of the foreign brands into, electric business platform created "section" after breaking the bottom line of the "price war"…… Make small home appliance enterprises have to seek other ways to get respite, survival, in overseas is a "export".
　　
　　Overseas, on the other hand, have a broader market and opportunities, the "export" small home appliance enterprises can bring generous profits and industry experts also called m&a is the key to open the international market. In beauty, for example, buy Toshiba home appliances business, will not only help the Japanese electrical home appliances market, Toshiba will become a domestic electrical home appliances brands to open the springboard to Europe and the United States in the international market.
　　
　　As a result, under the pressure of competition in the domestic market, under the overseas market profits attract more and more domestic small home appliance enterprise internationalization of its own strategic layout.
　　
　　Beauty purchase foreign home appliance giants, expanding their own strength and the market layout; Sun out, pushing the world‘s first international soybean milk machine standards……
　　
　　More than that, the small home appliance of vertical niche atmosphere also permeates everywhere in overseas. Such as focusing on mosquito lamp product research and development promotion of small home appliance brand green surplus, moves as early as in 2010, will own mosquito lamp in South Korea.
　　
　　In this regard, domestic small home appliance brand is uniformly "group" to grab the overseas market, investigate its results and how?
　　
　　"Going out" small home appliance is not "going up"?
　　
　　"Acquisition strategy of beauty just stop at the ‘going out‘ level, but not yet ‘went‘."
　　
　　Industry experts pointed out that the mainstream of home appliance enterprises in China, most of them from around 1995 to enter the international market, now almost run for more than 20 years, however, the Chinese electrical appliances enterprise‘s performance is not particularly evident in the international market.
　　
　　Haier chief executive Mr Zhang has been: "half step" internationalization of haier only left only the products are sold to all over the world, begin to enter mainstream sales channels abroad, but there is no "going up", it is still the third army brand in the United States.
　　
　　Strong, such as haier, did so in the international market, small home appliance as a rising star can cause, go up?
　　
　　"Period", as the latter‘s head of marketing, green Pan Xueli thinks, lurching in the international market for many years, the Chinese electrical appliances enterprise, is still not "going up", because:
　　
　　First of all, the positioning is low. Starting point of the early Chinese enterprises enter the international market is lower, most is a mid-range OEM products for others towards the international market, the price is cheap, in the process of entering the international market has suffered foreign anti-dumping;
　　
　　Secondly, brand awareness is poor, early weak brand image. You know, in the international market, the more advanced the economy, the higher level of culture of countries and regions, the consumers to the brand recognition is more intense;
　　
　　Finally, the technical content is low. Chinese enterprises early technology content is low, the product itself does‘t mainstream brand to compete with other people.
　　
　　Keep it real, to suit the remedy to the case, Pan Xueli said, these are green surplus itself moves, and other small home appliance enterprise, at the time of the internationalization strategy should be to take things.
　　
　　How do small home appliance "going up"?
　　
　　Mobile Internet era, "more enjoyment, more enjoy hands free," is becoming a consumer pain points, both at home and abroad, factors such as green, health, environmental protection is more and more consumer attention, and location of high end small home appliance is driven up, such as intelligent rice cooker, intelligent toilet cover, etc.
　　
　　And consumers are to Japan, Germany brand, also, it provides products, services can meet their quality requirements.
　　
　　"Consumerism is" principle of the survival of the eternal. Pan Xueli think, want to raise the flag of "China brand", and overseas real "going up", small home appliance to do first is to should be.
　　
　　"Even more crucial is, a man without I have, people I have".
　　
　　About how to heighten the banner mosquito lamp abroad the segment, to win customers trust, surplus will dig in the latter green mosquito technology, cultivating mosquito lamp in the field of "spirit" as a "killer".
　　
　　"Efficient mosquito" is the first criteria of the market. To grind out the mosquito lamp, surplus early moves green technology research and development cooperation with the United States, Japan team.
　　
　　In addition to strong technical strength, industry experts also said that the small home appliance enterprises want to in the brand "only" in the international market, also need hard hard, do a good job in brand marketing, improve brand recognition.
　　
　　It can draw lessons from past practice of enterprise, hisense euro by sponsoring events, for example, combining hisense advertising and marketing field, caused widespread concern; Haier, midea, skyworth and other domestic brands, at The Times square, let China get positive brand image transmission.
　　
　　, aim at "for the global users with reliable, high-quality products and services," the green full of the latter, have their own marketing strategy, by affection and moving, with the help of a product, service, implementation of overseas consumers green surplus moves brand culture identity.
　　
　　Pan Xueli says, mosquito lamp industry in the international market is still a niche area, small home appliance such as Europe and the United States consumer use few similar power of the industry.
　　
　　Thus, mosquito lamp belong to product of tight, and consumers for meet the needs of mosquito, the latter green company need to do is to "pay close attention to life, for you and want to" of the enterprise purpose, really into the product, service, to ensure the mosquito lamp, high efficiency, health, environmental protection, for consumers to pursue high quality life add a "color".
　　
　　"Let them when a mosquito demand, will think of a Chinese brand - green surplus moves." Pan Xueli said.
　　
　　At present, whether haier m&a GE, or acquisition of Toshiba of beauty, the Chinese electrical appliances enterprise overseas m&a has become a boom, hisense, sun shares such as the Chinese electrical appliances enterprise are invested to expand overseas.
　　
　　According to Thomson Reuters data, since early 2014, the company has invested more than $31 billion in various trades, is almost $5.4 billion between 2010 and 2013 six times.
　　
　　From the foreign brands on acquisitions to play abroad, merger and acquisition of foreign brands, the Chinese electrical appliances out of the country, and more walk more far. Home appliance industry veteran observers liu buchen asserts that in the international market in the future, will be the Chinese electrical appliances brand and the brand such as Japan, South Korea, the situation of fierce competition.
　　
　　Who can win? We don‘t know.
　　
　　Perhaps, as the latter green company say, under the big background of economic globalization, "plus ca change", better to meet the demand of consumer is a town "winning".
　　
　　This way, can only rely on the small home appliance enterprises are slowly groping.