Haier air-conditioning is no guarantee that the strategic mistakes reluctant youngest-.doc

 PAGE \* MERGEFORMAT 11 Haier air-conditioning is no guarantee that the strategic mistakes reluctant youngest? 2008 years after the end of the cold air-conditioning, all data show that in the past three strong side by side the situation has been broken. Data shows that Gree, Midea, respectively in the domestic market sales of more than seven million units and 600 million units, accounting for 27.47 percent market share, respectively, and 22.09%. Haier’s sales in the domestic market is less than 300 million units, accounting for only 10.8% market share, far less than Gree, Midea behind. The three pillars of the situation or have been rewritten for the two-pattern side by side. Recently, news, Zhang table intends to introduce ‘Haier Group, the complete transformation from a manufacturing-oriented enterprises Marketing From .com enterprise strategy’. The possibility of such a strategic transformation to Haier and Haier air-conditioning from the development of the Lost in the rescue, many people expressed great concern at times. Retreated to third place In fact, Haier air conditioning before and after the Bank in 2000, has been working with Gree, Midea lead in the top three patterns. In particular, in the year 2000, Haier air conditioning industry’s position in a sense stronger than the other two brands, Haier, and did not lose at the starting line. Haier has been Gree, Midea to distance is beyond 2005. During this period the rapid development of the industry has moved from the early into the later stage of rapid development, air-conditioning market has undergone fundamental changes. First, the brand concentration has risen considerably. From the past more than 100 brands to compete with Taiwan and become active only survives on less than 30 more than the brand. The industry before the 3 brand’s market share exceeds 50%, professional air-conditioning brand edge becomes apparent. Second, the channel structure has undergone tremendous changes. Large chain stores