National electrician brand foreign trade strategy


In recent years, the Yangtze River Delta electrician companies have opened up the international market through the Internet, trade fairs, and foreign trade companies. However, from the current point of view, more than 90% of the enterprises are OEMs for foreign brands, and there are very few independent brands. A summary analysis of the characteristics of the export target group of electrical products is as follows:
European and American developed strategies

The labor costs of developed countries such as Europe and the United States are high, and the well-known brands in these countries transfer their manufacturing processes to China through outsourcing. Such companies require relatively high levels of products, from raw materials to manufacturing processes. For example, the release and implementation of WEEE and ROSH have a great impact on the export of electrical products. European electrical products require environmentally friendly materials. Plastics require halogen-free flame retardant, do not contain heavy metals such as lead, nickel, and cadmium, and have high process requirements.

The author once saw a foreign electrician brand using special software to test the temperature rise of the measuring switch working state, and judged the raw materials of the product and the design and manufacturing process from the curve of the temperature rise. At the time, several samples made in China showed sharp fluctuations in the test, while foreign samples showed a smooth rising curve. Therefore, the domestic samples were judged to be unqualified.

European and American countries have higher certification fees, so companies that manufacture OEMs for these brands have high quality control requirements. They must have relevant testing equipment and a complete quality control system. Otherwise, product quality problems will bring huge Threat. Therefore, for the OEM of European and American countries, we must have certain strength, otherwise it will be difficult to cut through.

The integration of sales channels for electrical and electronic products in Europe and the United States is relatively complete, basically an oligopoly. In France, for example, Rexel has 1,666 sales outlets worldwide, operates tens of thousands of electrical products, and provides professional services. It has 21,000 employees in 24 countries on 4 continents. It reached 7.377 billion euros. Therefore, in Europe and the United States, sales with independent brands are more difficult to break through. And if you go to the low price strategy there will be an anti-dumping allegation risk. In addition, from the perspective of market capacity, the real estate system and real estate market in Western countries have developed relatively well. Therefore, the annual growth of multinational electrical brands in Europe and the United States is relatively dependent on emerging markets, which is one of the reasons why foreign electrician brands have entered China in recent years. Therefore, it is recommended that companies that do not have certain strengths carefully consider the European and American markets.


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