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from China to the World. Jean-Guillaume HERVÉ & Élodie TRY. Summary. I/ Presentation of Haier 1. Customers 2. Suppliers 3. Competitors 4. Key success factors. II/ Haier ’ s international strategy 1. First steps out of China 2. Europe 3. US 4. Recommendations 5. Conclusion. - PowerPoint PPT Presentation
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from China to the World
Jean-Guillaume HERVÉ & Élodie TRY
SummarySummaryI/ Presentation of Haier
1. Customers2. Suppliers3. Competitors4. Key success factors
II/ Haier’s international strategy1. First steps out of China2. Europe3. US4. Recommendations5. Conclusion
Presentation of HaierPresentation of HaierFounded in 1984 (Zhang Ruimin)
Chinese producerHousehold appliances market
2009’s turnover: RMB124 billion
a top-leading company240 subsidiaries
30 design centers Plants all around the world
> 50 000 employees
CustomersCustomersFrom 160 countries over the world
SupplierSupplierss
840 suppliers (71%
international)
44 out of Fortune 500 businesses
Win-win strategic
partnerships
Active involvement
(design, development)
DIDIEDIDIE
CompetitorsCompetitors
Source: Euromonitor International
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Key success factorsKey success factors
Adaptation
Technology
Consumer satisfaction
Quality control
Efficient distribution
Efficient supply chain
HaierHaier’’s international s international strategystrategy
Growth slowdown in China (nineties)...
... leads to hunt new growth areas!
Will to focus on difficult markets
From niche products to mass-market
Staff with local
Objective
34%
33%
33%
Produced & sold in ChinaProduced in China & sold abroadProduced abroad & sold abroad
First steps out of ChinaFirst steps out of China
JVs to explore foreign markets
• Contract manufacturer for multinational brands
1995: first chinese company to engage in FDI (plant in Indonesia)
From 1997 to 2005: Europe, USA, Middle East, Africa, New Zealand...
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Implementation in Implementation in EuropeEurope
1997: implantation in Europe (plant in Belgrade)
from «Liebherr» to «Haier» Headquarters: Italy then
France Distribution centers: Italy,
Spain, UK, Netherlands
Huge market size Think global, sell
local Distribution
channels Consumers
preferences: very different.
Implementation in the Implementation in the USUS
Localization strategy:- design center in Los Angeles- marketing center in New York- products factory in Camden, South Carolina
Focus on niches:- compact refrigerator- wine storage- ...
Partnerships with U.S. retailers (Wal-Mart, Lowe’s, Best Buy...)
Chinese products made in America by Americans!
RecommendationsRecommendations
Build brand equity
Strenghten public
awareness
Communicate on the new
«made in China» Image of high-quality &
ecological-friendly products
International rankings
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ConclusionConclusionFirst chinese brand Household appliances
moving abroad
Europe USALocalized strategies
High-quality DesignFocus on consumer needs
« made in China »
Thank you Thank you for your for your
attention !attention !
JGJG