[PConline talk] Forgive Xiaobian's young ignorance, or Samsung's acquisition of Harman International news some time ago, to let Xiao Bian know that JBL, AKG, Harman Kardon these well-known brands have the same father - Harman International Group . In fact, many brands of home appliances, the same universal existence of this multi-brand operation state, maybe your home refrigerator, washing machine, air conditioning, these are the same brand's, do not believe? Then we can see clearly.
At present, many large appliance companies have this multi-brand operation. Our familiar brands such as Haier, Gree, Midea and Skyworth have many sub-brands. How much do you know about these brands?
Looking at the above table, I feel that the survival rule of the weak market has not been left behind. The once famous brands such as GE (General Electric), KUKA, Alcatel, Toshiba, etc. have now become one of the sub-brands of others. In recent years, there have been too many acquisitions in the home appliance industry: Haier’s acquisition of GE, Hon Hai’s acquisition of Sharp, LeTV’s acquisition of VIZIO, etc., and in 2017, the good news came: Midea’s acquisition of the German KUKA Group The matter has been approved by the U.S. Foreign Investment Committee and the Defense Trade Control Council, and the transaction is completed soon.
However, the acquisition of German companies by Chinese companies still requires the approval of the relevant US agencies. This small series of editors is less knowledgeable and does not understand...
Brand is an important embodiment of an enterprise's products and core values. A good brand allows consumers to have a certain degree of positive impression on the product and is willing to repeat consumption. This is commonly referred to as brand loyalty. This is what every company is pursuing. But the problem is that a good brand is not easy to form, and it is usually hard to change once the original impression of a brand to the consumer is formed.
Homemade Brand: Market Segment, Precise Positioning
Skyworth Internet TV brand cool open
The significance of sub-brands is that they can help companies to subdivide the market and cover a wider audience. For example, Skyworth, as one of China's traditional TV manufacturers, decisively launched Internet TV brands to cope with transformational needs when it broke out, directly competing with emerging Internet TV brands, and having more young user groups. , Cool open dual-brand operation has achieved very good results, but also successfully pushed cool open brand.
Hisense high-end Internet TV brand VIDAA
In addition to Skyworth, Hisense also officially launched the Internet TV brand VIDAA in 2016, focusing on youthfulness, new trends, and experiences. It is suitable for youthful and lively young people groups, and its products are also more personalized and innovative, and indeed it is with the parent brand Hisense. The style is very different. The distinctive features should also be one of the elements that a sub-brand has.
Lang Ping Endorsement XESS Creation
While another TCL in the traditional TV manufacturers, although there is no independent operation of the Internet TV sub-brand, but also launched a new sub-brand - XESS create Yi, Chuang Yi and before the cool open, VIDAA is different, its main high-end TV The market, the target user is very clear - the high-end elite, the price is not cheap, of course, there is indeed a quality that can match its positioning.
Many home appliance brands will have their own brand to expand the market. Haier Casa is one of the brands that focuses on the high-end market. The reason why this is done is that a large part of the reason is that the image of its own brand has been deeply rooted in people's minds. It is not easy or necessary to change. The new sub-brand can reshape the new image through the glory of the mother brand.
Buy brands: Borrow brand aura or focus on its overseas home market
In addition to their own brands, many home appliance companies will also choose to buy other brands to expand their business. Many people know that Hisense is one of the traditional TV manufacturers, but how many people know Kelon air-conditioning, Rongsheng refrigerator, is also Hisense's. This was after the acquisition of Kelon by Hisense, which expanded the business to white electricity.
Of course, the United States is the expert in this area. The sub-brands of the United States are almost all acquired through acquisitions. Many people use the Little Swan washing machine at home is also owned by the United States. Just this year, the United States has already acquired Clivet, the old Italian central air-conditioning brand, and the German robot giant KUKA. Clivet will further increase the US market share in the European market.
Nowadays, many home-made household electrical appliance manufacturers are constantly striving on the road to internationalization. There is a very real problem that most of the domestic brands have left foreigners with a “cheap†image to a certain extent. With such a brand image, it has apparently Not suitable for direct attacks on foreign markets, and acquisition has become a good way.
LeTV Jia Yueting and Vizio founder Wang Wei
This year, LeTV will undoubtedly become one of the most attractive brands. LeTV acquired US TV manufacturer VIZIO for US$2 billion to become the largest acquisition in the history of the global TV industry. In this way, LeTV can directly enter the US TV market without any hard work. Not to mention that VIZIO's market share in the US TV market is second only to Samsung. This is simply a super cake, which adds a powerful force to the internationalization of LeTV. Arm.
There are many examples like this. In the internationalization of domestic TV brands, it can be said that TCL is currently the most successful. In recent years, TCL has been the No. 1 exporter of color TVs for Chinese companies. After acquiring Thomson and Alcatel, TCL has provided great help for its national development. In the European market, although there is still a part of the Thomson brand, the TCL brand also accounts for more than 50% of the market, and markets outside Europe are basically TCL brands.
Hisense Acquires Sharp American Factory
At the same time, after the acquisition of Sharp Americas in 2015, Hisense also obtained Sharp's right to use the brand in the Americas and all channels. When Sharp was acquired by Hon Hai, Hon Hai Group repeatedly tried to ask for the recovery of this part of Hisense, but it was repeatedly rejected. After all, this is also the main way for Hisense to enter the American market. It was difficult to win and how to easily give up.
Summary: In recent years, the acquisition actions of domestic home appliance manufacturers have been quite frequent. Even the Japanese giants Sharp and Toshiba have not been spared. It is easy to find that only a few big companies can acquire the capital. After all, not all companies can fill Sharp's huge pit of losses. This situation of eating too much may make the home appliance industry more and more concentrated. In the end, only a few large companies survive.
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