Hong Kong - Our Platform to Go Global The Hong Kong Experience in Haier’s Global Branding...
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Transcript of Hong Kong - Our Platform to Go Global The Hong Kong Experience in Haier’s Global Branding...
Hong Kong - Our Platform to Go Global
The Hong Kong Experience in Haier’s Global Branding Strategies
(A) Brand Development Strategies of Haier
● Award the Medal of Quality for the first time
● Acquired and revitalised businesses with Haier corporate cul
ture
1984 .12– 1991 .12(7 Years)
1991.12 – 1998 .12(7 Years)
● The “three 1/3” strategy, and strategic priorit
isation
Going
International
Diversification
Brand Building
Since 2006
● To create value and win international recognition
Global Branding
1998.12 – 2005.12 (7 Years)
Strategies of Overseas ExpansionGoing Out
( 1984- 2000 )Going In
( 2001 - 2005 )Going Up
( 2006 -)
“Gap-closing” Strategy
“Differentiating” Strategy
“Localisation”
Strategy
Products are exported and sold in local markets
Selling mainstream products through mainstream marketing channels
Localised brand-building strategy
(B) Development of Haier (Hong Kong)
In April 2006 , the Haier Flagship Store, housing the Haire Star-Grade Service Center and Haire Star-Grade Merchandise Shop, was opened in Hong Kong, serving as an window of communication between Haier and Hong Kong customers.
• Haier International Co. Ltd was founded in April 2005.• Haier’s 32-inch LCD TV and 1P Split Type Air-conditioner topped the Hong Kong market in sales volume for the respective product categories. • Haier became a mainstream brand name in Hong Kong
(C) Role and Functions of Haier (Hong Kong)
HK
European Union
North America
South America
East Asia
Australia
AfricaSoutheast
Asia
-Trading: Providing services to the major clients in Europe and North America
-Branding : Achieving radiating effect from Hong Kong to Southeast Asia
(D) Hong Kong Advantages Facilitating Development of Haier (Hong Kong)
1. Market Environment Well-developed legal system, established and transparent market acce
ss and regulation mechanisms, to protect the legitimate rights of all market players
Free trade policy, absence of restriction on import and export, cost-effectiveness, and high efficiency.
For home appliances, international attesting certificates and test reports such as 3C, CE and CB are recognised, facilitating introduction of new products into the market in a short time and at low cost
The favourable market environment has facilitated the prompt development of Haier (Hong Kong) and the success of products of Haier brand
Hong Kong Advantages Facilitating Development of Haier (Hong Kong)
2. Trading Environment Free flow of capital, information and goods Access to a large community of European and
American buyers Access to quality providers of professional and
business services
The free trading environment enables Haier (Hong Kong) to develop its robust platform to serve clients all over the world
Hong Kong Advantages Facilitating Development of Haier (Hong Kong)
3. Policy factors The HKSAR government provides efficient and professio
nal services to investors in tackling various kinds of problems
An efficient and corruption-free civil service An developed legal system to clearly define and protect
the lawful rights of individuals and players of economic activities
Quality and efficient service from the public sector enables Haier (Hong Kong) to grow to success
Hong Kong Advantages Facilitating Development of Haier (Hong Kong)
4. People Factors Availability of talented people for enterprises seeking
international development Expertise in handling international business, making
Hong Kong the centre of coordination, management and control of business in Asia-Pacific region and other parts of the world
The wealth of talent provides Haier (Hong Kong) with the human resources valuable to its global strategies
2006.9.8