While Lenovo is trying hard to win, Haier seems to be fighting a losing battle
Which is the second largest home appliances
brand in the world? We’re sure your mind is oscillating between the European & American giants (GE, Whirlpool) or the Korean chaebols (LG & Samsung). Not even in your wildest of imaginations would you drum up the name of a Chinese brand to that question. But well, Haier has indeed been going around town, loudly telling anyone who’d care to listen, that it indeed holds the distinction! Not surprising, given that it is the largest selling white goods major in populous China.
However, Haier’s journey globally has not been entirely smooth. Two decades back, the company was on the verge of bankruptcy, only to rise like a Phoenix from the ashes. Today, the company boasts global revenues to the tune of $16.2 billion, with 30 overseas manufacturing bases. Lenovo, another Chinese brand, tells a similar story. Virtually written off by punters, the brand staged a spectacular comeback by buying-out the PC business of IBM in 2005; and elevating itself to the position of the world’s third largest PC maker.
The dragon brands, however, have not been able to spew much fire in the tiger’s territory (read: India). In India, ‘Brand China’ is mostly perceived to imply fancy Chinese pichkaris or patakas. Despite the fact that there are only a handful of Chinese brands in the country, with the exception of Lenovo, the others (Haier, TCL, Huawei) – have failed to replicate their global success in Indian markets. Lenovo’s success in the Indian milieu (it has the third largest market share for notebooks, after HP and HCL) is also attributable largely to the strong IBM connection with the brand.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Which is the second largest home appliances
brand in the world? We’re sure your mind is oscillating between the European & American giants (GE, Whirlpool) or the Korean chaebols (LG & Samsung). Not even in your wildest of imaginations would you drum up the name of a Chinese brand to that question. But well, Haier has indeed been going around town, loudly telling anyone who’d care to listen, that it indeed holds the distinction! Not surprising, given that it is the largest selling white goods major in populous China.However, Haier’s journey globally has not been entirely smooth. Two decades back, the company was on the verge of bankruptcy, only to rise like a Phoenix from the ashes. Today, the company boasts global revenues to the tune of $16.2 billion, with 30 overseas manufacturing bases. Lenovo, another Chinese brand, tells a similar story. Virtually written off by punters, the brand staged a spectacular comeback by buying-out the PC business of IBM in 2005; and elevating itself to the position of the world’s third largest PC maker.
The dragon brands, however, have not been able to spew much fire in the tiger’s territory (read: India). In India, ‘Brand China’ is mostly perceived to imply fancy Chinese pichkaris or patakas. Despite the fact that there are only a handful of Chinese brands in the country, with the exception of Lenovo, the others (Haier, TCL, Huawei) – have failed to replicate their global success in Indian markets. Lenovo’s success in the Indian milieu (it has the third largest market share for notebooks, after HP and HCL) is also attributable largely to the strong IBM connection with the brand.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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