Event playback:

7 months, a media that "America's comprehensive than
Galanz
"Reported that the PRC, the United States of providing the first half of the survey data: the first half of this year
U.S. microwave
The actual 300 million units shipped, up 100% over last year, has exceeded the industry Galanz first.

This, Galanz accused by the United States is allowed to dealer from
Home Appliances
Store a large number of "repurchase" the U.S.
Microwave ovens
Product that has caused the market share of the first false; and there is no false claims of U.S. motives and conditions. The PRC, then the person said, in the first half of the microwave oven survey data has not yet released, beauty is a lie.

Kaemi microwave battle start another situation

Appliances competition highlights the crisis in China

Successful Marketing: Do you think too Galanz boss status-oriented industries, is not beautiful than it really a trend?

In Puritanism: the industry to measure the status of an enterprise is not simply to the size and volume to confirm, but look at sustainability and profitability of enterprises and control of power on the value chain. I do not think the data is the truth and facts.

Successful marketing: But microwave ovens are now training more stages of the consumer, who is the biggest company, the impact on consumers is not the relatively large?

In Puritanism: 34 terminal markets may be affected by efforts to promote a great impact, but, in a secondary market effect is not significant. There are three reasons: First, the concept of consumers in mature; II microwave oven no longer a luxury, but a change in consumer habits appliances only; 3, the product itself is still influenced by the regional consumption habits, excessive speculation data , functions are not appropriate, product quality is essential.

Chinese appliance currently lacks strong, sustained sense of brand management, was too quick success, the pursuit of beating the competition too, but not really to be concerned with changing customer needs and market trends.

Successful marketing: that it is, you mean that the United States was relying on false data, tamper with the concept in its promotion, if missed, more harm than good, and meaningful?

In Puritanism: Yes. This is called shooting itself in the foot. The concept of doing business hype era has ended, and it also belongs to low-level competitive strategy, similar to the price war. As early as 2005, I began to advocate the value of war, not only because of brand value, market management, but because the resources, technology, channels and competition in the market trend. You look back at the Chinese home appliance industry, the larger the greater the risk, the lower the operating quality and efficiency.
Hisense
Kelon has not designated a full stop merger is an example of integration of Kelon to Hisense
White
Make up their own shortcomings, it now appears you integrate, the process of internal friction has become the competitor to strong, beyond the process.

Therefore, China's home appliance industry, the crisis has only just begun, but this time to do trade and business is not expanding, but the search for profits of cotton-padded jacket and blue ocean market demand.

Successful Marketing: Do you think the Chinese home appliance industry in crisis, in which aspects?

In Puritanism: mainly to excessive competition, and marketing over, lack of core technology, trade barriers blocked, such as profit margins decline.

Global raw materials continue to rise in the RMB exchange rate appreciation, rising labor costs, an aging industrial structure in many sectors, decline in export tax rebates and other monetary tightening macro-control under pressure, on the one hand is the company's own poor management, the blind multi- , lack of innovation and core competitiveness, and technology, brand, culture and talents. A number of brands looking for quick results, irrational marketing, policy and market power lines frequently touch to walk the gray areas;