16 July, the United States well-known market research company TheNPDGroup joint selling consumer electronics magazine TWICE, publish the top ten best-selling United States car audio products. It is alarming that Chinese products and Japanese products, of which the tech. from domestic automotive electronics Giants huayang's products exclusive 4 seats include 1, 2.
Domestic car audio enterprise has been in a "wall flower wall Xiang" dilemma, though embarrassing situation has not been broken, but this situation has started quietly in 2007.
Summer in July, the southern city of Huizhou. Foryou group, franchised car audio total business foryou General company announced the establishment of a domestic business Department, product planning, product development, product sales, marketing and after-sales service, and other functions to the sector for unified management. This is the huayang group from the domestic market and a heavy artillery.
Prior to this, foryou group 90 per cent of car audio sales from overseas.
From "going out" to "come": the Chinese market wider
In the overseas market outstanding domestic car electronics companies but have returned to the domestic market? this is closely related to changes in the market at home and abroad. From the beginning of the month of November 2005, the impact of the appreciation of the RMB continuous, domestic-oriented car audio enterprise's profitability decline in General. According to the China electronic information industry Development Institute report predicts that the appreciation of the RMB per 1 per cent of the corresponding electronic information products of export sales profit rate will drop 4.1 per cent for the impact of export-oriented enterprises is obvious.
UK leak more rains but it pours, from 1 July 2006, the EU formally implementing the "ROHS" directive, the use of, or containing cadmium (Cd), lead (Pb), mercury (Hg), hexavalent chromium (Cr6 +), four heavy metals, and polybrominated biphenyls (PBB) and polybrominated diphenyl ether (PBDE) flame retardants in electronic appliance products will not be allowed to enter the EU market-oriented enterprises have to increase the cost of material used.
And the overseas market challenge compared to domestic car audio market is showing a sheer vitality.
As the global automobile manufacturing centre of transfer and expansion, China is becoming a global automobile manufacture of emerging markets is expected to replace Japan, Germany, be subject to United States, the world's second largest automobile manufacturing base. With the rapid development of automobile industry, China car audio market also unprecedented prosperity. It is reported that China's car audio market after loading ratio of only 10 percent, and foreign General can reach 70 percent visible Chinese car audio retail market has a broad space for development.
The great charm of the Chinese market is attracting more foreign investment. It is understood that the foreign famous car audio enterprises in 80% of the investment in China to build factories, 60% of car audio from China. Sony, jianwu and pioneer in Shanghai, alpine plants in ºliaoningdandong, Siemens VDO factories in Guangdong Huizhou in Guangdong Panyu, JVC, Matsushita set up a factory in Dalian, Liaoning province ...
Building brand: advertising in advance or technical advance?
Faced with aggressive campaign of transnational enterprises, domestic car audio Enterprise shared the same opinion: you must have your own brand, to squeeze in foreign brands survive and grow. Because the entire car accessory market, or the pure marketing automotive aftermarket modification, whereas forever "brand".
For the domestic brands, strong domestic enterprises: good helper for representatives of enterprises striving to build with activities and advertising, and to profile as representation of enterprise huayang emphasized to technology and quality to create competitive advantage. Two way and no "jidang", the key is the technology and the dissemination of which is placed in a more important position.
From the beginning of the year "Thunder" action "to the" Silk Road "in August, good help follow home appliance brand" at the money "propaganda mode, frequently appeared in mass media, through events, activities and media reports and other channels for branding and promotion. In such an aggressive advertising campaign, good helper popularity rapidly increased, it became more and more car audio brands follow the object.
And a good helper for bombing promotional manner relative, huayang has always believed that technology is the root of the product.
10 years of "going out" course, huayang won not just development, research and development and design advantage, it becomes its conquest of the domestic market of the chips.
"Huayang world many well-known customers, including Delphi, Audiovox, industry giants. Not all businesses can become the giants of ODM vendors, Europe and America on product quality requirements, almost to the extent of the harsh, through inspection of China enterprise but a few. "Huayang spokesman said:" our success is based on our continuing investment in technology. ”
Now is the only owns huayang from machine to machine manufacturing, bald and large car audio enterprise, with powerful software, hardware and structure of independent development capacity. This year's huayang duo Star series, using the world's leading dual-core technology and integration technology, dual-zone player, Bluetooth, Chinese information display, and other functions to focus on a camera, is the industry known as "the best in-car DVD".
Advertising in advance or technical advance? either way to hit the brand, the domestic car audio enterprises, establishing a brand and in the local market a share, not alleviate immediate temporary needs, but the long-term development of the necessary conditions.
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