Competitive differentiation: appliances break a new path

Home appliances in general are under the influence of external pressure in the difficult operating environment, competitive differentiation has become the new home appliance giant, break the path.
It is understood that in a Ren Changhong Group Chairman Zhao Yong, the coordinate of its strategy to develop the industry in three major directions of the extension, Changhong color TV business in Changhong revenue contribution grew from the original 80% to less than 40%, However, Hisense, Skyworth and other competitors from CRT to flat panel to seize the opportunity to upgrade, especially in flat-panel TVs LCD TVs to complete the go-ahead.
Changhong Group Chairman Lin Maoxiang multimedia industry pointed out that "in the upgrade from CRT to flat panel Changhong has lagged behind, which Changhong living in the Mainland, the slow response, but with a new round of industrial upgrading and intelligence era, we are extremely well prepared, and the current gap with rivals in the market has been greatly reduced. "
Situation from 2010, Changhong sold more than 100 million units of plasma TVs, LCD TVs, especially LED LCD TV Changhong up 40%, while CRT TV, including TV with overall shipments rising to the second position.
"Through product differentiation combined market share of the industry return to the first, it is our goal, specifically, the next three years will maintain 20% -25% growth rate." Lin Maoxiang the case said.
It is reported that Changhong will be in 2011 as a strengthening of competition, 2012 to enter the change of competition, 2013 reflect the competitive and comprehensive than the industry leader in 2013 after China's flat panel industry continues to lead the brand, including plasma TVs continue to remain the industry leader .
Specifically, Changhong plasma TV in the ultra-thin, energy-saving technological breakthroughs as well as the perfect combination of 3D display technology, its market position further. According to reports, Changhong June this year all the plasma TV all the 3D technology, as the industry's first proposal to completely eliminate 2D television business, it shows its 3D television remains positive, the Changhong seems plasma is 3D TV the best carrier.
It is worth noting that this year both the Chinese market or the global plasma TV market in 2010 continued the strong growth in China since April this year, of which the plasma TV market simultaneous growth of 69 percent over the same period LCD TV shipment growth of only seven %, many of the original withdrawal of the plasma TV camp color TV manufacturers started to re-launch of plasma products.
Obviously the flat panel TV Changhong out a differentiated way, but in the LCD TV joint venture between Changhong and AUO LCD TFT module plant plans to continue to invest, which will Changhong LCD TVs, especially LCD LED shipment growth to create the conditions.
In Lin Maoxiang view, Changhong color TV to become the leading brand in the world, because the right to re-define consumer electronics companies like Apple to transfer the U.S., China and South Korea's color TV enterprises have gradually returned to the same starting line, especially the domestic LCD panel , plasma screens and chips make up after a short board, Samsung, LG Electronics to build the advantage of relying on the industry chain is gradually lost.
Although the Changhong TV's overseas business has been transferred overseas, industry groups, but for Changhong color TV, the realization of international and high-end of the transformation is still the need to achieve the transformation, compared with other TV giant Changhong in the vertical chain integration has reached the top.
According to reports, the development of the Changhong TV " intelligent LCD bravely rushed out, PDP maintain the first, CRT follow the market," marketing strategies, and Changhong in display technology, digital interactive technology and digital control technologies are in the industry-leading, with a sound distribution network and upstream of the perfect layout, and past more than 150 million user base advantage of Changhong's considered a great victory this TV back.