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?

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.

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.

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.

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.

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.

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.

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.

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)

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