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Sea Er freezer meets with in the beauty cold reception

March 19, 2008

In western company covet 3 feet ground takes aim on when China’s huge consumption crowd, china’s biggest electric equipment manufacturer Haierji is round (Zhang Ruimin stares at the palm door person of Haier Group) however went up the United States. His plan is: A price is produced in the United States 2, the mark sex freezer of 000 dollars, in order to be on the American market with rich and generous profit race to control is bigger portion.

Zhang Ruimin’s strategy is pulled close sea Er group is as potential as its the distance between the client, save fell to ship from China the cost of big electric equipment. But after be being rolled out from last year, this new advanced refrigerator sufferred cold shoulder however.

The senior buyer of ABC Applicances Shangmutuojiesen (Tom Torgerson) expresses, the head after sea Er new product is released a few months, the store of department of many 40 Chinese and Western of his under one’s name sells a temperature adjustment of Er of about 50 Taiwan Straits refrigerator only. He says: “The trademark of sea Er is well-known degree inferior. “The trademark of sea Er is well-known degree inferior..

Regard China as one of the biggest consumable shop signs, the freezer amount that sea Er produces every year is benefit and riverside company (Whirlpool Corp. ) double much. Although sea Er ranks front row in small-sized freezer distributors, but the American market that amounts to 40 billion dollar in total value, sea Er still is a small part only, come to what its sell in the beauty be low home appliance mostly for years.

Add the foreign competition of drama to make increasingly the profit space of the Chinese core product such as the freezer of sea Er and washing machine becomes extremely scanty, accordingly, overseas growth is crucial to sea Er. From 2004 sea Er is opposite Maytag Corp. after to benefit general is defeated in buying battle, afore-mentioned pressure become bigger.

Dan Haier encounters heavy obstacle however in American lofty aspirations and great ideals. This new refrigerator that can let consumer be temperature of the set between every case is located in in its south the plant design that blocks Luo Laina city and production, cost is 10 times what produce in China.

But when the product appears on the market, the American mainland with sea the costliest Er is catching up with American economy to put delay however, spending is low fan.

Meanwhile, sea Er by go up to be used on the American worker body that is used to relatively loose management style to the rigorous management framework below none be successful.

The business school of the Yangtse River of Beijing (emperor of Bin of Teng of Professor Cheung Kong Graduate School Of Business) says, hai Erzheng is in the important juncture that transforms to the company of rich vigor from the state-owned company of bureaucratism.

Although economic actual strength of China grows with each passing day, chinese government also with taxation allowance, cheap the form of land and proposal provides powerful support, but a lot of China top class company struggles in international competition seek to live on. Company of very rare China becomes international to know card of things of a person of academic or artistic distinction. Advisory firm Interbrand 2007 year the whole world of the work out does not have brand of a China in 100 strong brands.

A lot of China companies are high v hits an international market, however the horse breaks forepaw. 2005, inc. of group of TCL of electronic product tycoon (TCL Corp. ) a subordinate branch took over French Thomson (the TV business of Thomson SA) , obtained the license of use RCA brand, but this one joint ventures has difficulty walking, deficit counts ten million dollar. Associate group limited company (Lenovo Group Ltd. ) it is international probably famous degree of highest China brand, 2005, associate bought company of international business machine (the personal computer business of International Business Machines) , just begin to realize gain in the market beyond China till recently however.

To last year all over the world gross income for the sea Er of 15 billion dollar, fail as scheduled its new fund freezer is pushed mean it to touch to the market went up American economy be issued to lower levels when. A series of recall incident aggravate that China made a product last year what people produces character to measure to China is anxious, also raised the challenge that sea Er faces. And home appliance buyer expresses, the design of freezer of sea Er new fund fails develop a school of one’s own, with famous the type area that spends taller competitor comes apart.

Investor is anxiety-ridden to this. The Bowman of fund manager Wu Liji of the capital management department of Oesterreichische Volksbanken AG, Volksbank Invest Kapitalanlagegesellschaft MbH that is located in Australia (Ulrich Baumann) says: “This makes a person disappointed. They say they have strong plan, but till now, we had not seen. ” Oesterreichische Volksbanken AG sold place holds Hong Kong of sea Er group to appear on the market last year limited company of group of electric equipment of subsidiary sea Er (all share of Haier Electronics) , it is the orgnaization investor with the biggest latter before this.

Sea Er headquarters is located in Chinese the eastpart part coastal city Qingdao, the company professes is collective system of ownership, also belong to state-owned company substantially. The interior management of this company a lot of respects are opaque, there is about 30% to appear on the market in Shanghai harbor only in its asset.

Zhang Ruimin is China’s famousest entrepreneur, 20 begin Er of sea of assume personal command before New Year more. He rolled out the administrative system of a rigid discipline, stress quality control strictly. Be in sea Er factory of home, the worker that make mistake must punish a station in the area of a few special delimit, publicly loud self-criticism, why can the explanation make mistake and acquired what lesson.

The blue silk tie that administrator must adorn the company is sent. Workshop worker differs by level the level of the gray of cap ─ ─ that wears different facial expression is higher, yellow is inferior. In China this jump the queue adds the country with common a place of strategic importance, the employee of sea Er grooms in one wants comity queueing up namely. To 1999, sea Er already became domestic company tycoon, the likelihood is trademark of China’s most well-known onefold electric equipment. Sea Er product with high quality celebrated, in graduate of this year’s college choose course of study is investigated in, hai Eryi is one of domestic companies that have appeal most continuously. Nevertheless, the profit margin of sea Er is in however glide ceaselessly, this makes Zhang Ruimin begin scan widely abroad.

Sea Er overseas is built or already bought many 30 plant, these workses are distributed in from the Italian many countries to India, production faces the product of local market. Citing will tell, the washing machine that the Pakistan factory that faces middle east market produces can wash 33 Arabia aba.

Zhang Ruimin stands to go alone especially with sagacious character refer (the structure that he ever built an UFO figure in a factory) and famed, he holds to sea Er to want to increase the dilate of overseas business. He says, first difficult hind easy it is the way that make.

More than 10 years ago, sea Er begins to expand business in the United States, main product is those small home appliance that can go to the United States from Chinese carry with low price. Its small freezer sales volume is in the United States head the list.

Nevertheless, zhang Ruimin hopes the product of sea Er can enter Sears Holdings Corp. With Lowe's Cos. Wait for large chain retailing shop, at present sea Er is in the business dimensions of these retailing shops still very small. For this, sea Er needs to produce high-end product, this basically is a large amount of some of electric equipment that come from Chinese carry hard.

Sea Er is ascended in Mu of small town card built a large plant. This city had a lot of textile mills in the past, but because come from the low cost of China and other country,competition already closed down in succession.

Nevertheless, the administrative culture of layer class makes Haierduo American worker suits hard. The practice that they are about to punish a station to making mistake is very inimical. The Chinese management layer of sea Er begins hard to get used to American means. They cancelled to make mistake punish a station, praise first-class staff over however.

Sea Er has some of competition advantage really. This company scale is larger, it is in total output of the whole world annual 8 million, can take inferior spare parts price so. The Si Wofu of manager Ai Dewu that blocks Mu to publish a works (Ed Wuesthoff) estimates, the company can be obtained on iron and steel and plastic raw material 3% to the wholesale discount of 5% . According to sea Er administrator expresses, the overseas sale that includes export inside already rose 1/4 to company gross earnings, and 5 still have about 10% only before New Year.

Nevertheless, sea Er still is in deficit condition in American factory. Abroad management high cost affected profit to grow. Show without the data of audit according to Chinese MII, the gross profit of sea Er was 2006 2, 300 thousand dollar, relatively dropped 4 years ago 32% .

Er of Gu Mai of Er of Michael of controller of business of sea Er United States (Michael Jemal) admits, of American economy low fan make company business be thwarted, but he expresses in an email, sea Er rises in year after year in the sales volume of American different area. He says, company plan will roll out before long more the temperature adjustment freezer of valence cheap.

The Tuojiesen of ABC Appliances values the quality of sea Er and value. The washing machine that sea Er does not have beater relatively with the benefit of the type riverside washing machine is cheap 40% , capacity of this kind of washing machine bigger, catharsis is gentler. Nevertheless Tuojiesen says, as American room city low fan, of sea Er ” the day is uneasy also ” .

Zhang Ruimin was not frightened to retreat, he expresses, the hope adds 10 abroad plants again to 2010. He says, the company that cannot enlist the whole world to compete is to cannot live come down.

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Written by ITTech · Filed Under IT Magazine