Siemens and other home appliance brands are sad

Refrigerator bulb replacement, after-sales asking price of 100 yuan, while the market price of the same type of light bulbs only need 2 yuan. Following the refrigerator quality door, Siemens again encountered after-sales queries.

Recently, media reported that Ms. Fuzhou Chen's home Siemens refrigerator failure, call the Siemens appliance repair phone, the other said the door to replace the light bulbs need 100 yuan, of which home fee 30 yuan, maintenance costs 50 yuan, light bulbs (parts) 20 yuan. Siemens subsequently responded that the actual price of the lamp after the sale was 80 yuan.

Siemens maintenance quoted standards vary, reflecting the Siemens and other foreign household appliances brand reputation in China has gradually walked down the altar, has relied on external high-end identity of the brand image is declining.

On November 20, 2011, celebrity Luo Yonghao smashed three Siemens refrigerators at a Siemens headquarters in Beijing. The time of 1 year and 2 months passed. The Siemens refrigerators that were not closed at that time did not change under the continuous condemnation of Luo Yonghao. Today's Siemens refrigerators are still plagued by users due to closed doors, frost, water and other issues. Rickets.

The once claimed high-end home positioning is increasingly out of place in China nowadays, and such a scene is not only present in the old German brand Siemens.

In 2012, with the overall downturn in the Chinese home appliance market, foreign-owned household appliances enterprises in China are gradually lagging behind in the highly competitive domestic appliance industry. In July 2012, Beijing Zhong Yikang’s data disclosed that LG TV's retail sales volume and retail sales plummeted by 68.66% and 61.99% year-on-year, causing public opinion in the country to buzz.

Samsung's air conditioning situation in the same Korean camp is equally unsatisfactory. In July last year, Samsung Air-Conditioner was revealed that the Suzhou plant was in a state of production suspension or would withdraw from China. The strong incoming memory of the Samsung air conditioner was still new. The bleakness of the status quo contrasted with the glory of the past.

Japanese Sharp, Panasonic in the traditional home appliance products, the 90s of the last century in the domestic consumer's reputation has also been accumulated with the huge losses of Japanese household electrical appliance companies, almost collapsed.

The strengthening of OEMs has led to the decline of Japanese brand reputation, and some old users have criticized the quality defects of TVs, air conditioners, and refrigerators of Japanese companies such as Panasonic. For consumers in the third and fourth-tier cities, the faulty Japanese household appliances have fewer after-sales points and are difficult to maintain.

Coupled with the growing influence of domestic appliance brands, more and more high-end consumers in the purchase of home appliances, Japan and South Korea, Siemens and other high-end home appliances known as home appliances positioning is no longer a cold.

The foreign-funded enterprises in China that used to enter the Chinese home appliance market with high-end home tastes have achieved great market success after decades of LV-style brand cultivation.

When LV or LV, and Siemens, LG, Panasonic and other companies are no longer "rich rich handsome", exit may only become a matter of time.

According to statistics, as of 2010, the market share of foreign-funded air-conditioning companies has fallen by nearly half, and in 2012, the shrinking of white-power companies such as LG and Samsung in China has intensified.

"2012 smart home appliances market demand research report" data show that in July last year, Sharp LCD TV sales share fell to 3.4% year-on-year, Panasonic in the plasma TV market share also fell from 23.9% to 11.2%, Sony LCD TV Sales fell from 30% to less than 18%. Coupled with the intensifying factors of the Diaoyu Islands dispute, Japanese products, especially television products, have experienced a general decline in the Chinese market.

In 2012, the Japanese giants of home appliances are expected to lose $19 billion in fiscal year, which is a substantial increase from the record of $17 billion last year. Sharp and Matsushita, which have suffered losses, have sought to spin off their TV business, which has fallen into profitability. Sharp has already begun trying to sell overseas LCD TV assembly plants. Panasonic, on the other hand, has made great strides in the white goods industry, weakening the dragging effect of the TV business. The three giants have substantially lowered their TV sales in fiscal year 2012.

As Japanese companies seek to transform Baiyin and dilute the TV business, domestic Japanese TV products are facing an embarrassing situation. Some consumers have told a home network reporter that the purchase of Japanese TV products may face a series of problems such as after-sales and maintenance.

Insiders pointed out that these first-tier and second-tier cities can still take care of these foreign-funded enterprises. However, in the tertiary and tertiary markets, due to the scarcity of outlets, some local after-sale maintenance service organizations may not necessarily be charged in strict accordance with the company's unified service standards.

Especially when the current online shopping market is active, county users and even rural users find it difficult to find a formal corporate online shop in the local area. Charges are not uniform, and maintenance businesses set up high-priced charges.

This means that the Siemens refrigerator high-priced light bulb "service door" incident may not be just a case.

In fact, with the strong rise of China’s household electrical appliance companies, the share of foreign-owned household electrical appliance enterprises in China’s domestic market has been declining. Take domestic civil air-conditioning as an example, air-conditioner giants such as Midea and Gree have firmly occupied more than 80% of the market share. Foreign-funded air-conditioning companies LG, Daikin, and Samsung have all shrank in China.

Although LG and Samsung have insisted that they will develop in the direction of high-end and commercial use, they have no intention of abandoning the vast market of China's air-conditioning. However, in the eyes of the industry, this kind of argument is merely disguising the bleak situation in China's air-conditioning consumer market.

In recent years, whether in technology research and development, brand building, or domestic channel expansion, domestic home appliance companies have begun to show a pattern of relying on brands to drive market growth.

Different from the early days of relying on price wars to compete for market share, this time, Chinese home appliance companies have a golden opportunity.

The loss of Japanese household electrical appliance companies and the shrinking of the frontline have brought new growth potential to the internationalization of domestic appliance companies. In the domestic market, the Ministry of Commerce recently stated that with the retreat of national policies such as home appliances to the countryside, a new round of home appliance support policies will focus on green consumption, energy conservation, and environmental protection consumption.

After the energy-saving Huimin Subsidy Project is completed, domestic appliance companies will use the country's advocacy for energy conservation and environmental protection to welcome the brand's new high-end competition.

The dawn of the new era is looming, from price-driven to brand-driven, who can stand on the highest point of the brand's influence can replace Siemens, Panasonic and other home appliance giants, take off the market laurel.

Domestic home appliance companies promote high-end industrial upgrading, LG, Samsung delisting continued rumors, Siemens, Panasonic frequency quality, after-sales query, after leaving the altar, foreign home appliance companies away from the Chinese market may not be far away.