Chinese enterprises still need to reflect on
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Recently, the United States consumer product safety Commission (CPSC) posted a message on the official website says, China USB Flash Disk Manufacturers gree has agreed to pay a record $ 15.45 million (approximately RMB 100 million) civil fine. In addition, the United States consumer safety Commission also revealed that Hercules has agreed to implement a plan, ensuring compliance consumer product safety Act (CPSA) and the related internal control systems and procedures.
Why Hagrid was fined US $ 15.45 million (approximately RMB 100 million?) that have dehumidifiers to begin. According to public information, in July 2012, consumer complaints of gree electric appliances by selling low-capacity dehumidifiers Soleus easily. Soleus gree warned of the product defect, and tests found that the products there are design flaws. Meanwhile, Soleus found gree products produced in 2010 to 2012 using substandard materials. Therefore, the Soleus in 2012, to withdraw the product from the market.
June 2013, Soleus company to California Federal Court sued gree electrical, claims 150 million dollars, reason is gree electrical to its sold easy fire of dehumidification device, and in Soleus to United States Government report has quality defects Hou was gree electrical revenge; September 2013 mid-, gree electrical released announcement, said company export to United States and Canada of part dehumidification machine products may will overheating, and smoke and fire, in United States consumer Security Committee (CPSC) and Canada Ministry of health supervision, and The approval of the companies decided to voluntarily recall the dehumidifier.
But the CPSC said in the near future, this product has led to 46 fire accident, which started in July 2012, in the United States a total of nearly 4.5 million dollars in property damage. Gree electric appliances to the United States nationwide manufacturing, exports and sales of more than 2.5 million sets of dehumidifiers, product recall has been extended to May 2014.
It is understood that the recall in the United States, and Canada sales SoleusAir, Kenmore, Frigidaire 12 brands of dehumidifiers, from the perspective of brand names, these products are OEM products according to customer requirements, should be no sales of similar products in China. These products are OEM products according to customer requirements, should be no sales of similar products in China.
Recall of stimulation, in order to establish the gree air conditioning-focused brand image, and gree electric appliances is determined for small household electrical appliances for "change", starting from the end of 2013, gree appliances use "large" brand nationwide, to avoid weakening the "gree" focus on air conditioning brand image.
At present, the song has occupied a place in the high-end small home appliances market, at the beginning of March this year also introduced the large IH rice cookers.
Industry analysts said, from a dehumidifier can be seen, both domestic and international market conditions vary widely, applies to China's rules of the game may not be available in the international market. Therefore, Chinese enterprises should learn to respect the international rules of the game, do not always look at world market in China. Product recalls are Chinese companies from "local" to "international business" growing up have to pay tuition fees.
Think: production management
Three years later, the gree electric appliances in the United States because the dehumidifier caused by Government surveys, partner, litigation and other issues, has finally come to an end. Gree has agreed to pay $ 15.45 million fine. However, but it was worthy of domestic household electrical appliance enterprises reflection and summary.
It is understood that the gree electric appliances in the United States layout covers air conditioners, dehumidifiers, heater, fan and air cleaner and other fields, but from start to finish, brands can only use "Soleus Air" and "Soleus Air Powered by Gree." In the European and American markets, gree phase still OEM OEM. China's household electrical appliance enterprises abroad, particularly into European and American consumer goods market in the developed world, needed for their game rules to be respected and compliance, with the integrity of the commercial code.
As leader of the air conditioning industry, in order to maintain their professional image, gree and its Chairman, Dong has only itself to get involved in refrigeration and air conditioning. But just a few years time, gree air conditioning not only out of into refrigerators, small household appliances, has moved into the phone and electric rice cookers and other fields, gree professional focus image has been turned upside down. But from the practical standpoint, the company's lack of diversified experience.
With the economic globalization, the tide of the Internet brings different food growing, Chinese household electrical appliance enterprises "going out" needs more urgent. Household electrical appliance enterprises are familiar with international home appliance market and investment is also growing, the trend had been formed. However, overseas acquisition is the test of the ability of international integration, in the context of costs and to raise the threshold, domestic household electrical appliance enterprises will meet opponents will be stronger, faces challenges will be even greater.
In addition, Chinese household electrical appliance enterprises, particularly the need to relocate and rebuild the brand image of their products, and by selecting the appropriate product positioning of channels, provide appropriate levels of service and effective brand marketing communication, to consumer markets in the world a new awareness of "made in China", form a good first effect.
In addition, the product image is shaping the brand value and brand premium basis, and formation of core technical support for good quality, but also the soul and the life of the product. Although home appliances manufacturing enterprises in China in recent years in independent research and development and technological innovation has made a breakthrough, but compared to foreign brands there is still lack of core technology issues. China's household electrical appliance enterprises in the process of going out, in addition to experiencing the technology war, outside innovation, also experienced patent wars and the war. Gree's problem is not its own problems, but also other future issues you may face, enterprises need caution and reflection.
Insiders said the dehumidifier for gree brand image, event, could be an impact. However, China Factories as long as Hercules can recognise their own overseas development and diversified problems with baking, so as to improve, these losses can be transformed into a valuable asset. But if the Hercules is still consistently "strong" and "stubborn" attitude towards the problem, then, this may just be a gree in the future development of a small microcosm of the problems facing.
