海信并科龍 資本時代的品牌課題（Hisense and Kelon Brand issues in the capital era）

1、海信并科龍 資本時代的品牌課題（Hisense and Kelon Brand issues in the capital era）Hisense is in kelon. A white electricity and black electricity industry marriage, so that Shunde and Qingdao these two Chinese household electrical appliance manufacturing center finally had the first strong handshake. It may not be g

2、ood news for any other Chinese home appliance industry. Because the pattern of Chinese household electrical appliance industry has changed again.Two years ago, the domestic appliance industry to multi brand mode of operation of enterprises only Kelon one. Now the situation has changed a lot. When TC

3、L, the United States, and other enterprises have a sweet capital hand, Leroy, Hualing, Little Swan and other brands have changed, the traditional home appliance brand genealogy is constantly being rewritten.Hisense holdings Kelon this time, although there are a lot of accidental factors, but is undo

4、ubtedly the continuation of this development trend. In the history of the development of China appliance industry for nearly twenty years left for the king, the capital is increasingly becoming the protagonist, but the brand is further reduced, and appropriate concentration optimization.However, ano

5、ther noteworthy phenomenon is that in the capital hand surrounded by multi brand family, former rival more instantly become brothers. Because of many factors, it is difficult for the internal brands to compete with each other even if they are in conflict with each other. PK, the original competition

6、 brand, has become a planned economy within the enterprise by the free competition under the open market conditions. Brand concentration, but the reduction has encountered problems.In that year, there were many historical reasons for the formation of Kelon multi brand management mode. Now, the multi

7、 brand combination of Chinese household electrical appliance enterprises mostly comes from the matching of capital. On the road of marketization, the interference of non market factors has become the origin of many inequalities. Capital, the most sensitive market factor, is becoming a non market fac

8、tor in the market rule of household appliance brand, which is guiding the capital of a brand.Specimen KelonNow there are five brands: Kelon Kelon, Ronshen, Warburg, power and combine.KELON is original. 1992, when the company has been playing in the world, Pan Ningcai realized that after 8 years, Ron

9、shen brand is someone else. Wake up, by the company restructuring and air conditioning on the machine, in October of that year, Kelon Brand turned out. Over the years, Kelon as sole original strategic brand, has been extended to all products, high-end image of self positioning, tilt input media reso

10、urces, make the brand latecomers vision and trouble in reality to uplink.Ronshen is borrowed. The township enterprise entrepreneurs brand awareness has not yet sprouted, readily pick up a town shelf radio sign posted on the fridge was into the market. Wait until the reputation sparrow, good borrow n

11、o longer good, also the interest problem has been entangled in Kelons government major shareholder and listed company. Until Gu Chujun came in, a large shareholder in Ronshen trade due to years of money, Ronshen truly belongs to kelon.Fortune is coming together. Strong dizzy in the last century at t

12、he end of 90s a bigger impulse, large central enterprises, small township enterprises, to become the main growth of the bundled politicians most likely to think that this combination is popular . In this case, the marriage between Huabao and Kelon is arranged by the government.Now, Huabao is a strat

13、egic brand of Kelon, and still has a higher brand awareness and loyalty in Southern China. But although it has been married for many years, the brand ownership of the dowry is still not in kelon.The power was bought, though it cost only a dollar. After twenty years of development, the enterprise in

14、the marketing process China mighty wave crashing on a sandy shore thrilling, many old famous brand has become a strong brand of chrysanthemums after the Double Ninth Festival diversification, and has become one of the key points of the new breakthrough development bottleneck. In 2004, the power in t

15、he new round of Chinese brand re selection had to leave, a dollar of nominal price for Kelon, Kelon completed the dream of ice wash reunion for many years.Combine is brought. The brand, which was destined to go with the company, was brought into Kelon three years ago. Many questioned the point of th

16、is brand added motivation, but whether the move is realistic means of major shareholders in the right to use the brand from Kelon a piece, or considering the future can be arranged after adoptive to develop independent living vision, combine first out, China home appliance industry competition is st

17、ill intense chaos, the brand competition in the the low-end market with price advantage in confusion of attack cities and capture territories, Kelon, high-end brand strategy protection is the improper place.In Kelons brand development history, there is also a short brilliant joint brand, SANYO Kelon

18、 is parked. At the end of the last century, a large number of foreign capital and brand in China seeking a more convenient way of cooperation, to achieve high efficiency of manufacturing resources and sales channels, and many China companies are also seeking to promote the brand value of fast channe

19、l and introduce advanced management, this two-way demand led to numerous SANYO KELON type marriage. SANYO Kelon Kelon refrigerator as a brand, once dominated the high-end refrigerator market. But differences in strategic choice and cultural integration are more powerful than capital. In 2002, after

20、a honeymoon, SANYO broke up with kelon.But there are also market Losers are always in the wrong., Kelon covered by capital and brand name, in the story, not to be mentioned. They are Jinuoer, turbot, Far East ARISTON and Tilova, which have been in China refrigerator industry famous brand, mostly in

21、the brutal competition in the market gradually fade, shell resource is the new owner make only superficial changes into the new content, while the rest of the Dragon production resources are received one place.In Kelon significance specimens, Kelon Brand structure complex and tortuous development pr

22、ocess, unique in Chinese enterprise, born, each brand to join and development, are marked with distinctive mark. In this one, the capital of the hands always their own development and partly hidden and partly visible, capital requirements, the nature of the guiding role, the government will non mark

23、et intervention, together into the macro background of China brand development in twenty years.One or more, thats a problemBefore Gu Chujun took Conburyn to Kelon Brand, one or more, the Hamlet had asked puzzled Kelon for many years, many well-known international consulting firm the weapon unable to

24、 agree on which is right is exacerbated by policymakers worry. Roland Beggs advice is multi, to maintain the brand pattern of 2+X,Upgrade Ronshen to Kelons leading brand position, and the remaining X into the auxiliary brand ranks. And the design of Kelon LOGO Hongkong, Lang Taos proposal is one, wi

25、th three to five years time, many brands gradually eliminated, and finally only leaving Kelon one.One or more, there is no good or bad in strategy. From the concept, a single brand focus on the efficiency of resource integration, multi brand can better cope with the different requirements of market

26、segments. From a practical point of view, the home appliance industry, the famous SIEMENS, Electrolux brands are many, and Panasonic, Samsung and so on, only one brand. The important thing is that from the result, they are both good at winning and doing well.But the problem is that the formation of

27、Kelon multi brand pattern is not the result of independent strategic choice. Before a group of brands with different identities and different origins, each Kelon decision maker has to face the complicated history first, and then choose the feasible realistic road.More worrying is that this relativel

28、y high cost of strategic balance rather than strategic choice, may also be a considerable period of rapid expansion of Chinas home appliance enterprises helpless. Today, when Hisense because of the sudden and unexpected opportunity to succeed or in Kelon, earlier in the process of expansion of TCL,

29、the United States and other brands, more and more enterprises from a brand to many, and capital operation to bring the brand pattern of chaos is increasingly becoming a common practical problem.Capital can change the attribution and nature of the brand, but it can not change its inherent development

30、 law. However, in the opportunistic capital transactions, the brand is not a strategic goal of mergers and acquisitions every time. On the contrary, most of the time, they are just accessories for other attractive resources and conditions, and even just a reason for speculation.The benefits of merge

31、rs and acquisitions are obvious to companies that have made acquisitions. Hisense Kelon, Kelon received power and beauty collection Hualing, Royalstar, are quickly cut into new areas, the formation of a new growth point of enterprises, the industry chain more complete. After the integration of resou

32、rces, R & D, procurement, manufacturing, logistics and after-sales service platform complementary and sharing, it is also able to improve the overall operational efficiency of enterprises.For Hisense, Kelon, Ronshen and other brands use plays an important role in the white goods industry influence,

33、can quickly form a black and white electricity integrated advantages and industrial scale, but also complementary, multi brand brand and Hisense Kelon refrigerator air conditioning will constitute the inevitable conflicts. Similarly, for until the single operation of the brand of beauty, and join th

34、e Hualing Royalstar brand has important value pass like to open the refrigerator market. But the trouble will ensue, Hualing air conditioning and U.S. air, Royalstar and Hualing refrigerator market competition and conflict can hardly be avoided.TCL acquisition of Leroy more puzzling. In the industry

35、 mergers and acquisitions, especially in the same market segments of the industry mergers and acquisitions, brand mergers and acquisitions should generally be defensive considerations, strong brands closed vulnerable brands, mostly frozen treatment. Compared with TCL, has been the decline of Leroy b

36、rand value obviously is not large, but the TCL is not only a Leroy related assets, Leroy brand,Also claimed that this is a pen took the gold ingot, but unloaded the burden of the transaction. This can not let people speculate that TCL received Leroy the purpose is to use the layout of Guangzhou, whi

37、ch can be obtained at a low cost Guangzhou science city land is more practical.Many vulnerable brands in the new strong brand pattern, are regarded as tasteless. On the one hand, the brand assets total precipitation merit, gesture. On the other hand, taking into account the continued efficiency of t

38、he brand building and the possible conflict with the existing strong brands, it is tasteless. However, the pressure from mergers and acquisitions enterprises often become an important reason for mergers and acquisitions can not give up the brand. In China cultural tradition, to be sold is not always

39、 how glorious thing, if you want to change names is intolerable, therefore, whether the stay often become merged enterprise important emotional needs and psychological bottom line, and become a bargaining chip.The pressure of public opinion and the leading role of the government often make the M & A

40、 enterprises only follow the designed road. Famous brand is a name card of the local government in the merger, the government often at the expense of land and policy as the preferential conditions to keep the local brand, and to revive the local brand as one of the goals of the acquirers expectation

41、s, allow enterprises to stop. And the palm of the hand, the back of the hand is the meat, mother-in-law complex, in the same level of government mergers and acquisitions, the embodiment is more obvious, Kelon and Huabao is a typical example.Because of the shielding effect of many factors on the mark

42、et, capital often deviates from the original direction of the market when it re structure the brand, which makes one or more finally become a problem.What is the rule?Hisenses move into Kelon will create a new and more sophisticated brand matrix, and how it will turn out to be a valuable discussion.

43、 As far as the general law is concerned, the following three should be the governance of multi brand structure brought by many capitals.One is the PK game. Only the strong market, in the same strategic framework, inclusive of a strong brand support is declining and even the same brand, is obviously

44、not economic behavior, therefore, but the brand system conflict, must be a PK.When foreign capital entered China in the last century, they often bought out the right to use Chinese brands with less funds, and then shelved them. That year, the famous panda washing powder, peacock TV, Maxam toothpaste

45、, etc., have been fate. The practice of multinational corporations has angered many people, but this is, after all, a rational market behavior.Haier in the development of the road has also been through many expansion, but always maintain a brand forward. The reason is that the Haier brand is strong,

46、 and the output strategy is very clear. Like Mount Huangshan TV, West Lake TV, ed washing machine, etc., they are all PK in the process of mergers and acquisitions.In the strong and weak contrast, PK vulnerable brands should be efficient and wise move, such as the letter Kelon cooperation, compared

47、with Kelon, Ronshen refrigerator position in the arena, Hisense refrigerator brand can make strategic retreat. In fact, based on Chinas complex national conditions, soft freezing may be the curve of many companies. If the United States to Hualing air conditioning practice is this. The United States

48、received before hualing,Hualing market influence is declining, the price is close to three or four line brand, and now the United States will be the re positioning in the high-end brand, the average price of air conditioning even Bimei Hualing 10%. This is obviously contrary to the law of brand buil

49、ding practices, although Hualing to the foot of the face, but Im afraid the prospect is optimistic.Many people worry about the fate of the old brand after the merger. In fact, on the market, a walk in the downhill brands, foreign brands are destroyed by other brands Chinese or eliminated, and the di

50、fference between the quality of emerge of itself and perish of itself, what? For those brands regarded as hopeless., after the merger and let it become a vegetable, is inferior to euthanasia, he turned to the fetus can immediately get the opportunity to embrace a new. In this sense, TCL should be re

51、solutely Leroy qiadiao.Two, unite. After the merger, the two brands become a composite brand is a happy road, Sony Ericsson, Konica Minolta, HP, Compaq these international practices have created a lot of successful examples. Whether for the strategic purpose of the 1+12, or the two sides after good

52、cooperation can be achieved with minimal resistance, complex structure of the brand will enable enterprises to focus on more specific market segments, the advantages of scale and brand advantages superimposed will highlight new competitive power. KELON Hisense marriage, in the intersection of strong

53、 products in both regions, the introduction of Kelon, Hisense air-conditioning should be a good compromise choice.Haier approach offers the possibility of another kind of do one thing under cover of another. Today, I am afraid there is no one remembers those days was a combination of Haier brand. In

54、 fact, when the 1985 Haier started leveraging on Germanys Liebherr brand is Qindao - Liebherr, Haier quietly changed the island in 1991, and by 1993, was officially reborn, today Haier became known to every family.Three is to do small, specialized. The total market is relatively stable, and in the m

55、ulti brand pattern, the effective way to avoid the internal friction of the brands is to segment the market. In the merger, whether it is the original brand extension in the new field, or PK weak brand camp after the contraction of the core is how to effectively form a distinctive brand difference, otherwise the internal friction betwee