China's Manufacturing Giants Join Hands With European Companies To Compete In The European Market.

At present, the low demand for European market remains the biggest stumbling block for European economic recovery. Data released by the EU executive committee on September 20th showed that Eurozone The consumer confidence index increased to a negative 14.9 in September, the highest level in the past two years. The European economy, which is still lingering low, has brought serious impact to the revitalization of the European household electrical appliance industry, but it has brought opportunities for Chinese appliance brands to compete in the European market. In order to get out of the mire of shrinking market and improve consumer confidence, some European famous household appliance enterprises began to transform blood transfusion, and seeking cooperation with emerging home appliance giants became a realistic choice.

In September this year, Germany IFA During the exhibition, as the world's first appliance brand, Haier brought a visual feast to European consumers, including super A+++ European standard 50% crystal washing machine, intelligent olfactory refrigerator, won the "technological innovation award", the third generation of casesti French Open door refrigerator, OLED TV and embedded kitchen electric products, and also set up a joint venture with one of the leading appliance manufacturers in Europe, and set up a new factory in Wroclaw, southwest of Poland. It is reported that the two sides will jointly invest 56 million euros, Haier holds 51%, and France has the remaining 49% stake.

According to the insiders, the strong combination of Haier and the Haier group will not only enhance cost effectiveness, consolidate the European market position, but also rely on Haier's open innovation platform to give full play to Haier's leading edge in industrial design, and is expected to help the two sides develop more high-end and high-quality products to meet the needs of European consumers. For the Haier group, the move further improved its high-end strategic layout in the European market, forming the perfect layout of R & D center in Germany, the European headquarters and marketing center in France, the production center in Italy and Poland.

With the promotion of the Internet economy, the boundaries between countries are becoming more and more blurred, and the globalization competition is more competition between multinational enterprises and international brands. From this perspective, brand represents the confidence of the country, and China's manufacturing industry must rely on the "going global" brand to participate in international competition. However, for a long time, the Chinese manufacturing industry, which has been labeled as "the world factory", has remained at the stage of export marketing as a whole. Most of the "going out" enterprises are unable to get rid of the image of the OEM enterprises in the lower reaches of the global market chain, and they are mostly working for international brands.

However, this unfavorable situation for Chinese enterprises was broken in the Internet era. In the Internet era, the relationship between the traditional production and consumption of enterprises and consumers is completely subverted. Not only user needs have become a key factor in guiding enterprise production and R & D, but user experience has also become the only indicator of the success of an innovative product. Europe, which has long been regarded as the high-end manufacturing center in the world, although has strong technology patent resources, is losing its scarce user resources because it is not good at capturing user needs and developing user needs.

This time, Haier set up factories in Europe to represent the important transformation of China's manufacturing industry from competition to competition and cooperation in the European market, and at the same time, it embodies Haier's innovative strength to grasp and meet the needs of the European market. Analysis of Italy media wired Haier The reason for expanding the European market is that Haier's "three in one" layout, which integrates design, research and development and manufacturing, enables it to quickly and accurately perceive changes in consumer demand and to adopt localization strategies to innovate products according to local consumers' needs.