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一个自主品牌的国际道路(坐标3)
2017-08-30 05:26:30 中国青年网
以“世界工厂”著称的格兰仕,近些年来其自主品牌微波炉、烤箱,甚至冰箱、洗衣机等系列产品已经摆上了欧美传统卖场最显眼位置,过去那些高不可攀的国际大牌并非不可战胜。
“从贴牌出口到自主品牌出口,这个过程太难了。”格兰仕集团总裁梁昭贤感叹。中国经济发展到现在这个阶段,正是中国品牌、中国创造走出去的良机。然而,中国品牌要获得市场的认同和谈判对手的尊重并不容易。
“在欧洲,我曾经约一家大型零售企业高级采购总裁十多次,希望能面谈品牌入场的事,得到的回答都是没有时间。我这个全球最大的微波炉生产企业,在他们眼中根本就没有印象,尽管他们全球卖场各色品牌的微波炉一半以上都是我们贴牌生产的。”梁昭贤回忆,最后他直接来到这家零售总部大楼前,恳请对方抽10分钟见一面,才获准进入。而这一次难得的见面,成为改变格兰仕的开始。这家跨国连锁超市下了一整年的订单,格兰仕品牌第一次出现在国际零售市场。
开拓北美市场,格兰仕也遇到过同样的问题。为取得突破,格兰仕就从租赁、收购当地区域性品牌开始,以属地化品牌结合属地化经营团队,引导格兰仕品牌走进北美市场。几轮市场竞争下来,一些看起来高高在上的国际品牌并不具有真正的竞争力,格兰仕在北美市场牢牢扎下了根。
在梁昭贤看来,国际市场品牌经营最关键的是诚信。有一次3000台自主品牌微波炉发往欧洲,由于不可预测的中间环节,要比预定时间晚5天,欧洲的合作伙伴很不高兴。格兰仕当机立断,全部空运!一台微波炉13公斤,空运费相当于5台微波炉的销售价。但格兰仕的诚信立即获得对方的尊敬,市场随即快速打开。目前,格兰仕自主品牌微波炉已在全球60多个国家和地区销售。一大批如格兰仕一般的中国企业已经开始了自主品牌全球化布局。
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