Dollar Air
Posted in Uncategorized on 10/19/2007 07:36 pm by admin
Dollar Air
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Glanz Global Air Conditioner Manufacturing Base
In 2000, Glanz decided to start two billion yuan as an investment to produce air-conditioning, but it's selection is from overseas and started Glanz considerations at the time that it can make use of microwave channels to sell the overseas air conditioning this investment is far far more than the general large-scale air-conditioning plant at the time initial 50 million level of investment, "then the domestic air conditioner market demand of 800 million units, while the domestic production capacity has reached 13 million units, inventory, pressure began to appear
Nevertheless Nevertheless, five years ago, the air-conditioning is still regarded as a luxury home, there are 25% of the gross space, and because compressors are generally imported, strictly speaking, can only be considered in most air conditioning manufacturers assembly, and they therefore enter the air-conditioning industry was not too much of the technical barriers to production of microwave ovens at the same time Galanz prices have been close to 500 yuan less, into the era of little profit, while the market share, and relatively full air-conditioning have become Glanz chose to do, "surprise, the bounds of reason "choice
Different Script
In all air-conditioned production line was moved to the "Zhongshan global air conditioner manufacturing base", the Ho azure main office transferred from Shunde, Zhongshan, he was responsible for the air-conditioning abroad Glanz channel management and customer development for overseas channels and customers, what do not feel strange, because before he had to microwave sea of dedicated 8 years and now his position is: Galanz (Zhongshan) Appliance Co., Ltd foreign minister Galanz Group, the company is now a subsidiary company, focused When asked on the air-conditioning business what the blue, can use "copies of microwave approach" to describe what the operations of air-conditioning Glanz thought about a few seconds, saying that "This statement is not appropriate" because the situation has changed a
Glanz the size of the early formation of a relatively well-known version is: it to the comparative advantage of the price of labor for capital, through negotiations, the well-known brands abroad, the relocation of production lines to China, from Glanz organization of production to produce new products from abroad enterprises use their own brand and sales network in foreign sales in the process, Glanz only targeted at the production regardless of sales, earn only the middle of processing costs and self-development of the equipment and technology, which is often said that the "coolies live" with microwave oven transformers, for example, Glanz the beginning of the respective imports from Japan and Europe, from Japan's import price is 23 U.S. dollars, imports from Europe price of 30 U.S. dollars in view of the cost of the difference between Japan and Europe, Glanz Start "inducements "European businesses," You come to move their production lines, we help you produce the same product, we can ensure that cost down to 8 U.S. dollars; but the production line is to be owned by Glanz control, "resulting out of the profits, has led the European business promised a high degree of intensification of the transfer of production lines so that substantially lower costs Glanz realized production cost of 4 U.S. dollars, access to its own profit margin which is widely rumored that the "microwave oven Story"
However, consumption of both product features, the external competitive environment and market supply and demand, air-conditioning industry is very different with the microwave oven operating air-conditioning, Glanz need to create a different story of what the script blue admits the air-conditioning business is currently Glanz is still very much to do OEM: " headquarters in a strategic OEM is taking the path of the road through the OEM buyers groups have established procedures in Glanz's image, "he repeatedly stressed the buyer group Glanz markets, namely the sale of overseas clients Glanz Only buyer business, but not the end-consumer "Right now we do not do any advertising to consumers, all the posted 'Glanz' brand products are sold by vendors on their own promotion agency"
Galanz to build customer base overseas, can be divided into three categories, above all, foreign brands such as GE, Whirlpool and other air conditioner manufacturers, Glanz, and between them is an OEM relationship; followed by traders, Glanz they resell the products to earn the difference between, for Glanz is a lot of this part of the customers; What is that retailers, like Carrefour, Wal-Mart, Auchan and some other international retail stores, they adopted Glanz brand affixed directly or as a store to sell their own products
As air-conditioning products are seasonal, with seasonal production cycle; the microwave oven is a kitchen appliance used, and therefore sales of air-conditioning products may be able to borrow on the international market for microwave network, but differ in specific tactics will have to determine the seasonal consumption of air-conditioning Sales greater need for rapid distribution of this, He believes that the world standards of the mainstream channels, is to enter the global market "competitiveness pole" "air-conditioning overseas sales, the retail stores greater emphasis than the microwave channels to these major shopping centers in the world are on the 10000 branch of a shop of selling one, our sales performance on the multi-10000 Taiwan, "Ho said,
2004 Galanz exported two million sets of air-conditioning, Yuyao Chang figures given are: air-conditioning of the average export price for each is about 150 U.S. dollars, while the profits of less than 1% even if the "more sales", in 2004 exported only to the air-conditioning Glanz to bring no more than 300 million in profit
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