China's consumer electronics companies rise to the rise of groups

Gorgeous booth design, dazzling product launches, and exciting live demonstrations... Many Chinese consumer electronics companies have made their debut at the Las Vegas International Consumer Electronics Show in Las Vegas. They have competed with established players such as Samsung, Sony and LG. A collective promotion campaign to enhance the popularity of Chinese corporate brands has become a major highlight of this year's show.

Hisense Group has exhibited for many years. The flagship product is the official launch of the 100-inch laser TV independently developed by the North American market. It also has the function of home theater. It has lower cost and better color than traditional TV. Lin Yu, the vice president of Hisense Group, told the reporter that although Hisense entered the US market only five or six years ago, it has shifted from the initial successful OEM production to the promotion of its own brand. At present Hisense own brand TV has entered Wal-Mart, Best Buy and other mainstream sales channels. He said that the market share of Hisense TV in North America has increased from 1.1% in 2013 to 3.4% in 2014. The sales volume in the region exceeded 2 million units last year. In order to better meet market demand, Hisense is actively considering building in North America. plant.

Lin Xi said frankly that Chinese TV products are very similar to world-class brands in terms of picture quality, appearance design, and overall performance. What they lack is brand awareness. Hisense's next most important task is to sell brand value.

Engagement with popular sports events in the United States is an important magic weapon for Chinese companies to enter the US market and establish a brand image. ZTE Corporation, with its “affordable high-end mobile phone products” as its selling point and NBA sports marketing as its entry point, quickly established a foothold in the US prepaid mobile phone market.

Zeng Lixin, CEO of ZTE Terminal North America, told reporters that ZTE has actively participated in local charity events by sponsoring the NBA Houston Rockets, the New York Knicks and the Golden State Warriors, and integrated into the local mainstream society, effectively increasing brand awareness. He said that ZTE’s brand awareness in North America has greatly increased, and the company has become the second largest mobile phone provider in the US prepaid market, and ZTE’s mobile phone users in the United States have exceeded 20 million.

The acquisition of old consumer electronics companies in Europe and America is a major shortcut for Chinese companies to reshape their brand image. TCL Group announced the acquisition of the Palm brand of American smart phone pioneer during the exhibition. We hope to use Palm’s strong brand recognition in North America to increase TCL’s competitiveness in the North American mobile phone market and improve its existing low-end and mid-range products. structure. Lenovo Group, which completed the acquisition of Motorola's mobile business last year, has greater ambitions. Yang Yuanqing, president of Lenovo Group, said that Lenovo will make good use of the industry's conversion trend to establish the status of a winner, and the acquisition of Motorola's mobile business provides an opportunity. If successful, Lenovo will challenge Samsung and Apple.

It is worth mentioning that this year's exhibition was the first to set up a drone exhibition area. Chinese enterprises have already taken the lead in the world. About half of the 14 companies in the UAV exhibition area come from China, and basically set up branch offices abroad, focusing on European and American markets. The exhibited Dajiang Innovation Technology Co., Ltd. has occupied approximately 70% of the global civilian UAV market share.

The collective rise of China's consumer electronics companies is an indisputable fact. This is also a microcosm of China's self-owned consumer electronics brands from "Made in China" to "Created in China." The creation of world-famous brands is not a day's work. At the beginning of the new year, China's consumer electronics companies have ushered in a good start and are looking forward to the dream.