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海尔创新模式畅销“一带一路” 定制产品赢得当地市场

2017-04-27 01:01:13   国际在线

国际在线消息(记者 郑治、程昱、汪伟):近年来,海尔集团利用在全球构建的本土化设计、制造和营销的“三位一体”布局,根据“一带一路”沿线不同用户的个性化需求不断创新,积极研发差异化的主流产品。现如今,不论是在遥远的北非国家摩洛哥,还是在中国的近邻巴基斯坦,海尔品牌都已成为一张响亮的中国名片,正逐渐深入到千家万户。详细情况,请听记者郑治、程昱、汪伟发回的报道:

在位于山东青岛的海尔集团总部,正在这里进行商务洽谈的电器经销商人萨拉• 达奥迪在被问及海尔品牌在他的国家摩洛哥的认知度时,显得异常兴奋。他告诉记者,过去十余年,他的公司一直代理海尔品牌,他亲自见证了这个最初名不见经传的中国品牌不断针对当地用户的习惯推陈出新、逐渐发展成为北非市场主流品牌的过程。“当我们在2007年刚刚与海尔进行合作的时候,海尔还不是世界大型家电第一品牌,但两年后,也就是2009年,海尔成为了世界第一品牌。对于我们来说,在海尔成为世界第一之前,就开始与它进行合作,无疑是做了一个正确的决定。过去十年,海尔在我的国家一年比一年成功,我们占据的市场份额也在不断扩大。”

如果说海尔在摩洛哥的成功得益于它以用户为导向的销售策略,那么在“一带一路”沿线更为广阔的地区,积极构建本土化设计、制造和营销的“三位一体”布局则是海尔不断赢得当地市场的关键。目前,海尔已在海外建立起10大研发中心、108个制造工厂和66个营销中心。

去年,海尔在俄罗斯的第一家冰箱生产工厂正式投产运营,这是海尔在“一带一路”沿线布局的又一大力作。该工厂秉承海尔三位一体的运营模式:当地研发、当地生产、当地营销。

海尔俄罗斯总经理孙振华介绍,此前,海尔在俄罗斯市场投放的产品主要是以针对欧洲市场的通用产品为主,在节能和外观方面具有优势,但在俄罗斯市场却并不具备独特的竞争力。

孙振华说,这是因为俄罗斯的电并不贵,因此能耗并不是消费者关注的重点,此外,当地家庭的厨房普遍比较小,而俄罗斯人又有存储食物的习惯,因此,推出针对性更强的产品成为了海尔俄罗斯研发团队的当务之急。“因为俄罗斯冬天厨房都是有暖气的,所以他们买的蔬菜、各种生活食品都需要放到冰箱里面去,而且他们每次采购都是集中采购,每次到大的超市买差不多一星期的食品,这样就需要一个相对来说占地比较小,但空间又非常大的产品。所以我们就针对俄罗斯市场专门开发了两米高的组合式冰箱,这实际上在欧洲市场是是比较少见的,这样就得到了消费者比较好的认可。”

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