INDUSTRY

2008年，在全球500强企业的世纪跨国巨头惠而浦，海信，以50:50的合资公司，业内外的比例看不明白，惠而浦已发展成为一个周期在九十年代中期，15年来，是世界上家电巨头要“共同办法”，进入中国的黄金时代，但在这15年来，很少有成功的例子，合资企业，甚至惠而浦本身，这比在中国等十多个操作更加大了“世界第一电白牌“不配合合资企业惠而浦再次让人们看到迷局一体的设备。

2008年，美国南部地区天敌有限公司电器的1.68亿元人民币的投资将洗衣机行业最有价值品牌，24.01％的小天鹅股份收入囊之一，成为其控股股东。美国家庭在中国家电业激烈的市场，品牌原子的特点。多兼并和收购，在过去几年内，围绕扩大，并已获得十多个类别的1000亿美元的年度产量实现宏伟目标的价值。

到美国的出色表现在市场和美国的贡献良好的品牌，为什么美国先后获得高端洗衣机品牌小天鹅收入怀中低端品牌荣事达洗衣机？从美国和品牌和品牌的性能，在品牌价值创造美国历史上不如海尔。另一位来自美国的收购华凌冰箱，美国似乎缺乏先进的多品牌运作。为什么美国还要购买土地，这样的品牌？

世界时，中国制造商占据了行业结构，我国家电工业的制造能力也赢得荣耀，不可或缺的地位据统计，中国的洗衣机目前生产的100多家企业的洗衣机年产量超过，三千四百万台，在全球制造业的领先者的规模。但是，在原材料持续上涨，出口汇率下跌，国内洗衣机市场日趋饱和，产业环境，我国工业大规模的清洗机的生产盈利模式必然受到冲击，洗衣机行业将面临一个巨大的行业整合。惠而浦美的两个运动，但事实上，很清楚地反映了中国的洗衣机业务在三个方式：

使企业的品牌价值;

两个企业的技术品牌，这样做，三级企业

使产品的价格。

营地世界洗衣机，企业是惠而浦，伊莱克斯，海尔。

在中国营洗衣机，一个品牌是海尔，惠而浦，西门子，小天鹅，松下等品牌。

中国的洗衣机行业竞争十分激烈，在势均力敌的对手，所以这个行业有一个营的品牌艺术更高层次的竞争。

在营地的品牌，所有的企业竞争力最重要和关键产品和技术不是，也不是钱，但一个品牌的“稀缺价值”的品牌“稀缺价值”是由消费者活力，有高度认知，而且也难以复制其他品牌。例如，海尔的品牌价值的缺乏是一个崇高的民族，一个消费者协会给海尔，认知自然，这是最优秀民族品牌的产品，一个崇高的民族的象征之一。

和惠而浦是富有的象征，强大。美学面积“有很大的美国，有非常大美”的审美诠释，并以消费者的心中，有着广泛和强烈。惠而浦100多的美国企业非常深厚的行业经验积累，积累的行业经验，这本身就是建设一个品牌“稀缺价值的最佳基因”一百年。

品牌的“稀缺价值”一旦提取的形状，它必然是在同一时间的精神消费，这样一种征服征服建立消费者对品牌的忠诚度。

惠而浦（中国）投资有限公司中国，织物护理和张伟先生，主任事业认为，惠而浦洗衣机已成为一个伟大的全球性品牌，是因为惠而浦是世界上唯一可以在为消费者提供系统的，“织物护理产品的全面解决方案”的企业。也赢得了世界上最忠诚的客户品牌，消费者想到一个高端洗衣机，会想到惠而浦，惠而浦产品有充分的技术和品牌优势，创造的艺术超越所有竞争对手。

消费者购买过程相对于在生产过程中的进展是很短的和有限的。无数松散个人消费者，企业的产品和技术是非常有限的认知和购买家用电器无法维持，所以请去技术和产品的竞争为消费者建立对竞争力的因素的作用非常有限。在营地的另一个品牌，每个企业有一个非常庞大的研发能力和整合能力的新技术。惠而浦
进入中国
十年，他们没有这样做，他们成为中国的洗衣机市场的领导者。其产品的背后有很多人指责落后，我认为这个观点，因为儿童的意见，以惠而浦这个百年历史的跨国公司，又怎能不建立最先进的产品，它应该是前者惠而浦中国总裁谁忽视本世纪将企业的品牌稀缺从它派生系统，使价值中国消费者去感知。你没有看到最近的高姿态的新惠而浦在中国的工业战略，直升机飞行员启动“炫力波”波轮洗衣机和新“逸智”过山车7公斤洗衣机，波轮洗衣机和两个种滚筒洗衣机所取得的最终产品。

作为惠而浦拥有强大的企业综合竞争力，积累了工业洗衣机技术的世纪。洗衣机技术集成，产品技术的完善，以及资本，生产能力是次要的目标，就必须在中国惠而浦的品牌价值释放。为了加快这个版本中，惠而浦和海信的合资企业，惠而浦方分享技术，无论是短暂的渠道海信品牌的价值更大的平台。因此，洗衣机已不再在产品和技术的穷人皓首品牌企业，但严重的品牌稀缺价值，让消费者认知的形状。 2品牌

营的企业到一个严重的技术品牌。

使技术品牌有两个意思，第一，做出更好的产品，在新技术的竞争，建立品牌价值形成一体化的分歧，通过品牌价值第二的设立，使消费者对您的产品和承认的价值技术。家电专业新技术的消费者，永远进步薄弱。其中有许多相同或相似的新技术和力量，他们最终产品的品牌价值作为其电力驱动的最终选择。

了良好的品牌竞争力非常强。在工业技术，新科技产品拥有强大的品牌支持，我们将照耀更强大的竞争优势，对新技术的商品迅速完成转换。如果缺乏品牌的支持，即使有新的技术产品，很难迅速获得溢价。

合肥三洋洗衣机在这个例子证据机，合肥三洋计划部长黎逼嗷认为，从洗衣机的技术角度来看，合肥三洋洗衣机产品没有丢失任何业务，但合肥三洋与海尔洗衣机，西门子仍落后于其他企业。这方面最典型的例子是不是前滚筒洗衣机，洗衣粉，最早是由日本三洋电机开发的电解水技术，但品牌的合肥三洋洗衣机缺乏经营远远输给了同样的生产不是艺术，海尔洗衣机洗衣粉。这个例子精辟概括两个品牌，以建立品牌优势的技术意义。卡尔

。约三分之二的马克思的理论面性商品，中国家电企业目前的制造能力，以生产优质的产品并不困难，但是面临的挑战是如何迅速转化为商品生产，迅速转化为更高的高端品牌商品的。品牌营销战略规划的机构需要在新技术或创新产品的市场跟踪的比较20名当地中国家电企业：有良好的品牌，以支持企业，其新技术产品上市超过71.54％的存活率，以及缺乏品牌维持业务，新技术推向市场不到20％的存活率。经研究分析，其失败的主要原因是没有的新技术产品不好，资金或业务缺乏，但品牌业务呼叫缺乏能力和新技术产品进入市场的时间太长了经验曲线，结果在品牌企业更新产品，以取代崩溃。

作为中国的家电业一个强势品牌美国，但长远的发展长期关注的美国品牌，而不是高档品牌集中，所以在自有品牌的洗衣机发展的美好一直难以做的事。与他们长期的市场搏击，最好是购买高小天鹅品牌的结束，作为一个品牌推广活动的平台。

未来竞争力，使两个品牌的压力，他们拥有一个消化技术和制造产品更具吸引力，而且还下大力气，以弥补最大的企业短板-品牌价值。如果这个短板次会议上，两个品牌将是一个质的飞跃。

三个品牌“稀缺价值”的品牌是很遥远，品牌缺乏权力，以支持三个品牌企业资金困难，新技术引进和技术投入的作用。因此，三品牌洗衣机最合理的生存方式，各项成本压缩到一个强大的成本优势构成了一个销售的产品竞争力，两个品牌的产品不考虑市场。这里不是三级品牌洗衣机只卖低价产品，而不是使企业从长期的品牌，长期发展目标看，低的低端产品，低端产品市场的销售成本，越来越多的不稳定盈利模式。因为一旦这两个品牌不能上升到一个品牌阵营，势必会在三个品牌的使用扩大到营地以外的食品品牌，优质的产品，即三个品牌的一天灭亡。三个品牌的洗衣机，如果做一个长期的企业，同样大胆的必要的改革，建设一个低成本的竞争优势，我们还必须塑造品牌。

China washing machine capability enterprise way of life and death of three

In 2008, when the global top 500 enterprises of the century transnational giant Whirlpool and Hisense to the ratio of 50:50 equity joint venture, the look outside the industry do not understand that Whirlpool has fifteen years into a cycle In the mid-nineties, is the world’s home appliance giants have to “joint approach” to enter China’s golden age, but in this fifteen years, very few examples of successful joint ventures, even Whirlpool itself, this more than a dozen operations in China and its “world’s first electric white brand” does not coincide with a joint venture Whirlpool again let people see迷局one appliance.

In 2008, Southland predators US electrical appliances Co., Ltd. to 1.68 billion yuan of investment will be washing the industry’s most valuable brand, one of 24.01% stake in Little Swan income capsule and become its controlling shareholder. United States home appliance industry in China market ferocious, brand Atom characterized. Multiple mergers and acquisitions over the past few years, around expansion, and has access to more than a dozen category to the annual output value of 1000 billion towards the grand goal.

to the United States outstanding performance in the market and the United States contribution to a good brand, why the United States acquired the low-end brand Rongshida washing machine after another high-end washing machine brand Little Swan income bosom? From the United States and the history of the brand and brand performance, the United States in the creation of brand value is inferior to Haier. Another acquisition from the United States Hualing refrigerator, the United States seems to lack the art of multi-brand operation. Why the United States also go to buy land like brand?

the world when the Chinese manufacturer to occupy an indispensable position of industry structure, the Chinese household electrical appliance industry manufacturing capacity also won glory, according to statistics, China’s washing machine is currently producing more than 100 enterprises, washing machines annual production more than 34 million units, scale in the global manufacturing leader. However, the continuing rise in raw materials, export exchange rate down, the domestic washing machine market has become increasingly saturated industry environment, the Chinese industry to large-scale production of washing machines of the profit model is bound to feel the impact, washing machine industry will face a major industry consolidation. Whirlpool beauty of the two movements, in fact, very clear reflection of China’s washing machine business in three way:

make an enterprise brand value;

two enterprise technology brands to do; three-tier enterprise

make product prices.

camp washing machine in the world, an enterprise are Whirlpool, Electrolux, Haier.

washing machines in the Chinese camp, a brand are Haier, Whirlpool, Siemens, Little Swan, Panasonic and other brands.

China’s washing machine industry is extremely competitive, with rivals were evenly matched, so this industry have a higher level of competition from brand art camp.

a brand in the camp, all the competitiveness of enterprises the most important and key product and technology is not, nor is it money, but a brand’s “scarcity value”, the brand “scarcity value” are by the consumer dynamic, highly cognitive, but also difficult to clone by other brands. For example, the scarcity of Haier’s brand value is a noble nation, one consumer association to Haier, cognitive naturally this is one of the most outstanding national brand products, a symbol of a noble nation.

and Whirlpool is a symbol of rich, powerful. Aesthetics area has “substantially the United States, has great beauty” aesthetic interpretation, and also as to the hearts of consumers, and enjoy a broad and strong. Whirlpool hundred more American businesses extremely deep industry experience accumulated, a hundred years of accumulated industry experience, which itself is building a brand “scarcity value” of the best genes.

brand’s “scarcity value” Once extracted from shape, it is bound to constitute a kind of spiritual conquest of the consumer, such conquest at the same time to build consumer loyalty to the brand.

Whirlpool (China) Investment Co., Ltd. China, fabric care and the cause of Mr. Zhang Wei, director of think, Whirlpool washing machine has become a great one global brand, is because Whirlpool is the world’s only can be to provide systems for consumers, “fabric care products a comprehensive solution” of the enterprise. Also won the world’s most brand loyal customers, consumers think of one high-end washing machines, will think of Whirlpool, Whirlpool Products has the technology fully and brand strength to create the art go beyond all rivals.

purchase process of consumers vis-à-vis the progress of the process of production is very short and limited. Consumers as numerous loose individual, the enterprise’s products and technologies is very limited cognitive and buy household electrical appliances can not be sustained, so try to go to technologies and products competing for consumers to build the competitiveness of the role of the elements are very limited. Another brand in a camp, each enterprise has a very substantial R & D capabilities and the ability to integrate new technologies. Whirlpool

into China ten years, and they have failed to do so they become the leader of China’s washing machine market. Many people accused of lagging behind their products, I think this point of view, as the children’s view, to Whirlpool this centuries-old multinational corporations, how could not build the most advanced products, it should be the former Whirlpool China CEO who ignores the will of the century the value of enterprise’s brand scarce systematically derives from it, so that Chinese consumers go Perception. Have you not seen the recent high-profile new Whirlpool in China’s industrial strategy, chopper pilot launch “Xuan Li-Bo”波轮washing machines and the new “Yat-chi” roller 7 kilograms washing machines, washing machines and波轮on two types of washing machine drum achieved the ultimate product.

as Whirlpool has a strong comprehensive competitiveness of enterprises, have accumulated a century of industrial washing machine technology. Washing machine technology integration, product technology perfection, as well as capital, production capacity is a secondary objective, it is imperative in China release of Whirlpool’s brand value. In order to speed up this release, Whirlpool and Hisense joint venture, Whirlpool side to share technology, either transient channels Hisense brand value bigger platform. Therefore, the washing machine no longer has a brand enterprises in the products and technologies by the poor Haoshou, but seriously the scarcity value of the brand so that consumers cognitive shape. 2 brand

camp enterprises to make technology a serious brand.

make technology brands have two meanings, first, make better products, the formation of differences in the integration of new technologies competitive, to build brand value; II through brand value are set up to enable consumers to your products and recognition the value of technology. Consumers of new technology in home appliances specialization Forever progress are weak. Among the many identical or similar products of new technologies and power, they ultimately by the power of the brand value-driven as their final choice.

a good brand competitiveness are very strong. When the industrial technology, the new technology products have strong brand support, we will shine a more powerful competitive advantage, the speedy completion of the conversion of new technologies merchandise. If the lack of brand support, even if there is new technology products, it is difficult to prompt access to a premium.

Hefei Sanyo washing machines on the evidence of this example, Hefei Sanyo Planning Minister Li Biao think, from the technical point of view of the washing machine, Hefei Sanyo Washing Machine Product not lost any business, but it Hefei Sanyo and Haier washing machines, Siemens is still lagging behind other enterprises. The most typical example of this is not a front-loading washing machines washing powder, was first developed by Japan’s Sanyo Electric electrolyzed water technology, but the lack of brand Hefei Sanyo washing machines operated art, far from being lost to the same production not of Haier washing machines washing powder . This example incisively outlines two brands to build the brand advantage of technical significance. by Carl

. merchandise about two-dimensional nature of Marx’s theory, Chinese household electrical appliance enterprises current manufacturing capacity to produce quality products is not difficult, but the challenge is in how quickly the product into a commodity, quickly translate into higher premium brand merchandise. Need for brand marketing strategy planning agency has 20 local Chinese home appliance enterprises in new technology or innovative product marketing track comparison: have a strong brand to support businesses, its new technology products listed on the survival rate of more than 71.54%; and lack of brand sustain the business, new technologies to market less than 20% survival rate. After studying the analysis, the main reason for its failure is not new technology products are not good, lack of funds or business, but the lack of brand business call capacity and new technology products into the market too long time experience curve, resulting in brand enterprises update Products to replace collapse.

the United States as China’s home appliance industry a strong brand, but the U.S. brand of long-term focus on expansion rather than focus on premium brands, so beautiful in the own-brand washing machine industry has been difficult to have done. Fighting with their long-term market, it is better to buy a high-end of the Little Swan brand, as a brand extension campaign platform.

future competitiveness so that the pressure of two brands more, they have to digest one technology, and manufacturing products more attractive, but also make great efforts to make up the largest enterprise short-board - brand value. If this short-board meeting, the two brands will be a qualitative leap.

three brands from the brand “scarcity value” are very remote, the lack of brand power to support the role of three brand businesses difficult to finance the introduction of new technologies and technological inputs. Therefore, the three-brand washing machines the most reasonable way to survive all kinds of costs are compressed to a strong cost advantage constitute the competitiveness of the products sold in one, two branded products do not take into account market. Here is not to the three-tier brand washing machines only sell low-priced products rather than make the brand, from the enterprise long-term development objectives watch, low-cost production of low-end products, sales of low-end market, more and more precarious profit model. Because once the two brands can not rise to a brand camp, is bound to use its brand and quality products under three brand extension to camp away food, that is, the demise of three brands of the day. Three brands of washing machines to do if a long-standing enterprise, the same bold changes necessary, in building a low-cost competitive advantage, we must also shape the brand. (08-9-23)

Tags: brand, products, washing, whirlpool