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1、 Dialogue Zhongshan Electrical Appliance Co. Ltd. Chairman Cai pick Omar II-VIPreface In 2007, the Chinese appliance market in two significant features: First, 34 flat-panel TV market, Quick Start, an increase of more than 60%, while previously the majority of people think, 34 times the market is st
2、ill far away from the plate. The second is the rapid sales of 34 market refrigerator broke out, an increase of more than 100%, long-standing refrigerator market, placid, and the situation in the 34 completely broken. A new round of refrigerator market is large outbreak, brought about unprecedented o
3、pportunities for businesses, old businesses have expansion, and later influx. So, the next three years China will be what kind of refrigerator trend? What companies have the advantages can be expected to go further in this round of outbreak? Perhaps the experience of Zhongshan Omar Electric Co., Ltd
4、. to give us some inspiration. In October 2006, Omar the first time in a unique way in public. That year, as an organization suspected of unfair selection, the state authority of the department decided to sell in Chinas refrigerator market, the implementation of sampling as a result, a little-known
5、brand jumped into the public eye - Omar refrigerator, the first time with Haier, the new flight together with leading brands such as Dengbang. Interestingly, when the media published the message out, when Omar Appliance Co., Ltd. in Zhongshan, yet know nothing about! In 2006, Omar officially landed
6、in China after Omar refrigerator, two-thirds of exports of Europe and the United States, one third for domestic enterprises OEM. 2006 Omar refrigerators exported nearly 100 million units in 2007 more than 1.5 million units, making China one of the three refrigerator exports. Because it entered the d
7、omestic market late, a lot of people do not even have heard of Omar brand. However, in China, refrigerator sector, Omar can be described as an excellent reputation and is called hidden champions. It is reported that in 2008, after the Spring Festival, Omar refrigerator three plants will be formally
8、put into production, so that Omar total capacity of 500 million units. Omars goal is: By 2010, the total among the mainstream brands out fridge. So, Omar in the end what a business? What is the confidence and support its development? The first international post-national, this road we are moving in
9、the Liu-step dust (hereinafter referred to as Liu): It should be said that in the past few years, the domestic refrigerator is not very good corporate performance, has been giving tepid sense of how Omar is thought to enter this field? Cai Found II-VI (hereinafter referred to as Cai): Omar into the
10、refrigerator area, and the traditional strengths of our management team on. Our team, in the past is to do the refrigerator, there are already 20 years of experience, we have successfully operated Rongsheng brand. To do things they are familiar with and do things that have advantages, also a matter
11、of course. Liu: Now, everyone used to talk about core competitiveness of enterprises, do you think Omar core competency What is this? Cai: I think that should be a scale production advantages. 5 years ago, Omar was just entering the field of refrigerators, the first thing to consider is do overseas
12、OEM market, the first international post-national, that is because our production and development capabilities are strong. After a few years to try and efforts, we feel that this path right. Today, we basically have formed three arrows shot at the situation: domestic and foreign OEM have been relati
13、vely strong sales of domestic brands has officially started. Liu: Now, Haier, new brands such as flying has been very strong, very strong market position, Omar is how to position themselves in? Omar opportunity to where? Cai: from the product level, said Omar refrigerator in order to promote model-b
14、ased future, we will gradually expand to the high-end products, such as large capacity refrigerators, freezers, wine cooler and so on. From a market perspective, the main direction we set the 34 markets, because the market growth potential, consumers pay more attention to product cost. In 2007, we h
15、ave just entered the domestic market has achieved good sales results proved the correctness of our original decision-making is. Liu: Many people believe that the international market is not doing so good, why Omar has done so well can the international market? Cai: Because we have a wealth of refrig
16、erator industry, experience and understand both domestic and foreign customers and what kind of products, so we have developed products, domestic and foreign acceptable. In addition, the relatively long period of foreign markets to import, basically a years time, many companies simply can not wait t
17、o give up, for example, there are many factories in Zhejiang Province want to export, but to do. Of course, the most important thing is that they support a lack of technical strength. Foreign customers attach great importance to examine the size of an enterprise productivity and quality management s
18、ystem, for example, you can not cope with UL directive, WEEE directive? If not, orders will not be next to you. Liu: In the long run, do you think the international market will show what kind of movement? Cai: With the yuan appreciation and a growing number of technical barriers in overseas markets,
19、 the higher the threshold is more built. However, they should dialectical point of view, this year, a number of important domestic brands, the focus began to shift resources to the domestic market, which Omar is greater than the international market such as the domestic market is very good for busin
20、ess, others a relaxed, there must be some flow to our clients come here. Some people Omagh as Chinas refrigerator Foxconn Liu: In 2006, Omar was officially launched the domestic market, Omar judgments on what to do? Cai: Omar is very aware of their strengths and weaknesses. Although the three-legged
21、 walk, but the international OEM and domestic OEM two legs longer. To compete in the future continue to occupy the dominant position, Omar must create their own brands. While we are thinking about when to start the domestic market when the domestic refrigerator market in the second half of 2006 ushe
22、red in a new round of outbreak, we have broken the layout immediately enact the domestic market. In addition, a large number of marketing, joined the elite, an objective to speed up the process. It now appears that the drums we have stepped accurately. Liu: As a new brand or unfamiliar brands, Omar
23、to do the domestic market so attractive? Cai: advantage is out of his own invention. In 2008, we are prepared to set aside some resources to do brand building, such as the image please do spokesman Jiang Wenli, in the CCTV advertising and so on. Omar doing is being professional, the professional fir
24、st place. Manufacturing, we can do internally to ensure that the top 5, which is a professional; sales, because a large number of marketing, joined the elite, Omar marketing short board no longer exists, it is also an asset. Of course, the domestic market competition is fierce, we also have many dif
25、ficulties to overcome this, we are very clear. Liu: how the evaluation of the industry in Omagh? Cai: China Household Electrical Appliances Association Huodu Fang president has said that although Omar is a new business, there is no brand recognition, but Omars team well-known, this is the best brand
26、 of Omar. In his view, the elite of the country to do refrigerators, many in Omagh. Liu: Omar loves talking about their own manufacturing advantages, then Omars manufacturing advantages are mainly embodied what? Cai: Wushi Qing, general manager Omar grasping techniques in Chinese refrigerator indust
27、ry are of a technical authority in meeting the Consumer Electronics Association, what he would want to join. In fact, we have a number of hi-tech, manufacturing, quality, technology backbone, who has extensive experience in refrigerator. In recent years, our company in particular stability, since it
28、s inception, virtually no loss of key personnel occurred in the situation. Many of our customers, that is directed at our team has come from, they say, you are the team so stable, we are confident. So, Omar won China refrigerator Foxconn and reputation. Liu: What is the capacity Omar refrigerator? C
29、ai: Omar refrigerator three plants put into production after the Spring Festival, design capacity is 200 million units, total capacity will reach 5 million units. The production capacity in the domestic refrigerator manufacturing enterprises ranked the top three no problem. 2008 Is the first year of
30、 Omar brand Liu: 2008 pairs of Omar mean? Cai: We established in 2008 as year of the brand, is to focus on cultivating a good brand to Omagh. We have a three-year plan, by 2010, initially among the ranks of Chinas refrigerator mainstream brand, regardless of sales or brand image should be a strong p
31、osition, so that the brand a household name Omar. 2008 is the year that we lay the foundation is directly related to the future development. Liu: In recent days, and Omars people, was a strong feeling that staff morale is high, there is a successful non-stop until the spirit. Cai: This is our domest
32、ic sales team has a lot to. Domestic marketing team put forward a slogan called dead, but also standing forward down, there is such a breadth of what I believe can win the battle. Liu: In the carefully studied the characteristics of this round of refrigerator bull market, I come to a conclusion: thi
33、s round of bull refrigerator up to 3 years sustained, who in three years to complete the layout of the market and the brand, who can hope to survive andDevelopment . Therefore, the refrigerator domestic mobile phone enterprises should learn from previous lessons, do not wait until the arrival of maj
34、or reshuffle in 2010 again when anxious. Tsai: Thats exactly the reason Omar vigilant. Our goal is that, in 2010 to foster the domestic market up to a complete sales network architecture, until the arrival of a bear market when the need not get tense. 2008 is our first year of full implementation of
35、 goals, focusing on the sales network and brand building. We believe that relying on a strong scale production and product innovation capability, in 2010 among the strong companies in the refrigerator is very promising. Liu: Brand first year of brand building plans? Cai: First, we have invited well-
36、known voice actress Jiang Wenli their image, advertising film shooting has been completed, post-production end soon. Goes well, in 2008 China Central Television Spring Festival should be put before the broadcast that time, we can see the new brand image of Omar. In addition to advertising, the selling point of the terminal building will also be started simultaneously. Writer well-known home appliance industry watchers, corporate news dissemination From EMKT experts. A media strategy director of the Spring and Autumn, contact Tel: 037169352860,13523033066, e-mail: 10