How to conquer the appliance market of North America?

[Multi Languages]BY ORIENTAL HEAUS.COM from Dallas
If Chinese brands have the chance to conquer the appliance market of North America, which steps should we consider are appropriate?
君欲征北美,驱骑应何为?

Almost all home appliance brands in China are aiming at the vital global market, which they think has unspeakable importance to their worldwide strategy. Their main ambition, is to be admitted to this market and achieve a kind of presence in customers like Samsung, LG and SONY. What they also hope is to challenge Whirlpool and take over the white goods market.
几乎所有的中国家电品牌都把觊觎的目光聚焦于北美市场,具有全球战略意义的市场对于急于向海外扩张的企业来说异常重要,他们最终的野心是与三星、LG、索尼并驾齐驱,并且还希望能把美国本土品牌惠尔浦挑落战马。

However, they really have no idea what is the ideal approach to the highly competitive market, all they did is to show some hardly good-looking pictures in red background, posted them on the screen of Time Square.
然而事实上,他们并不了解面对激烈竞争的北美市场该如何是好,他们当前所能做的仅仅是把红色背景的广告放在时代广场的轮播屏幕上。

Some of the brands, whose trademarks may sound like ‘North American’ cause they used English letters, have to claim they are born in North American hundred years ago, totally native. That make their product’s absence in BestBuy more ridiculous.
还有一些企业使用英文字母组合作为品牌,这样其商标看起来很“美国”,并且不吝笔墨大肆宣扬其始于百年前的美丽坚,以造成其“外来客”的形象。不过可笑的是,他们的产品却从来没在美国知名电器商场货架上出现过。

In the past two years, capital acquisition has offered another path for some capable Chinese appliances cooperation, they would like to do anything to alleviate the poorly made cognition of ‘Made in China’. Caused by the weak economy in domestic, the leading TV enterprises have gained a stronger feedback in oversea market, the sales in globe has surpassed the sales in China, which shared the same similarity with Japanese appliance brands ten years ago.
最近两年“海外化”有了新的路径,中国家电品牌开始尝试以资本的方式收购北美当地品牌,以摆脱当地消费者对“MADE IN CHINA”的不佳成见。由此,与当年日本家电路由相似,近年伴随着中国经济的疲软走势,电视龙头企业的海外销量已经超过了内销。

In order to win a place of their own quickly, many Chinese appliance brand started to takeover some native brand. For example, Hisense took over the North America business of Sharp, Haier from Qingdao purchased GEA, while the attempt of LeEco to get VIZIO’s ownership failed after six months’ effort. In this ‘Takeover campaign’, TCL actually is the most successful one, which took the first place of fastest-growth in North American TV market in 2016. To take over North American brand may be a considerable way to open this market, but it’s not the long-term strategy.
资本收购品牌可以快速攻占市场桥头堡,譬如中国海信集团接管了夏普在北美的电机业务,而青岛海尔则收购了通用电器家电业务。不过也有失败的案例,乐视旗下的“leEco”以巨额现金收购Vizio则因资金出境问题半年后以失败告终。目前为止在北美自有电视品牌海外业务上唯一小有成就的只有TCL一家,它在2016年赢得了“北美市场增长最快的中国品牌”称号。

Soon, they realized, if their manufactory built in other country but America, the opportunity to encounter tough president and his trade barrier, potential antidumping attacks couldn’t be avoided.
但是他们很快就意识到,如果不把工厂建设在美国本土,很可能遇上强势总统设置的贸易新壁垒以及潜在的反倾销打击。

On January 10th of this year, ITC remained the arbitrament of levying high tariffs to Samsung’s washing machine which made in China, as well as LG’s washing machine. What’s more, they also stressed that these products have been sold in high prices which lower than the production cost, with this price, the interest of American appliance enterprises like Whirlpool will be injured. ITC was unanimous to impose tariffs of a maximum of 52.5% on these kinds of merchandises. That tariffs will be lasted for five years.
今年1月份国际贸易委员会维持对中国生活的三星与LG品牌家用洗衣机征收高额关税的裁决,称这些产品的售价低于成本,损害了惠尔浦等美国家电厂商的利益。ITC一致投票决定对涉案产品征收最高达52.5%的关税,该关税将保持5年。

While the leading companies are fastening to conquer the North American market, the middle level ones are at their owe speed. At this phase, their main purpose is to spread the news of gaining customers in overseas to win domestic buyers’ trust.
不过处于中游的非龙头企业并不急于真正地建设北美市场,而是想把在美国出货的消息传递回国内,以放大中国消费者对该品牌的信心。

For the past several decades, showing their presence in North America, has become the common memory of Japanese enterprises. Nowadays, Chinese manufacturers are trying to imitate them while avoiding to turn it into a nightmare. (Tao)
过去数十年来日本品牌疯抢美国市场蛋糕已经成为记忆,而现下中国厂商正在盘算如何复制他们的美梦,并尽可能不让野心变成一场黄粱美梦。

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