Persaingan Harga Terjadi di Pasar Peralatan Listrik Rumah Tangga ASEAN

AsiaNet 45945

HO CHI MINH CITY, Vietnam, 17 Agustus 2011 /PRNewswire-Asia-AsiaNet/ —

Perusahaan China Memimpin dengan Perbandingan Harga Berkinerja Tinggi

Merek-merek China, yang diserang oleh merek Jepang pada “perang harga”,
meningkatkan publisitas merek mereka untuk memenangkan “perbandingan kinerja
harga” di pasar ASEAN.

Toko peralatan listrik terbesar Ho Chi Minh City telah menyediakan
berbagai macam peralatan listrik rumah tangga dari China, Jepang, dan Korea
Selatan. Tidak sulit untuk mengetahui bahwa harga merek-merek China 15-20%
lebih rendah daripada produk yang serupa dari Jepang dan Korea Selatan.

Beberapa tahun lalu, perbedaan harga antara merek Jepang dan Korea Selatan
serta China sekitar 20-30%. Perbandingan kinerja harga dalam beberapa tahun
terakhir ini telah mengubah citra kualitas “Buatan China” yang rendah di hati
orang Vietnam sejak merek-merek besar China, seperti Midea, Haier, dan TCL
membuka cabang di Vietnam, yang semakin mendesak merek Jepang dan Korea
Selatan, serta menurunkan harga produk mereka terus-menerus. Perbedaan harga
terdekat hanya 5%, dan terkadang harga sebenarnya mereka setelah aktivitas
promosi hampir sama dengan merek China selama masa festival dan liburan.

Ada berbagai indikasi bahwa merek China akan mengadopsi lagi senjata ampuh
dari “perbandingan nilai harga” dengan menurunkan harga setelah memperluas
basis produksi, menambah ukuran, meningkatkan publisitas merek mereka, serta
memadukan saluran, penyimpanan, dan distribusi dan lain sebagainya. Mereka juga
akan meningkatkan dukungannya untuk pemasok lokal bahan baku guna mempercepat
lokalisasi bahan baku tersebut.

Baru-baru ini, “Konferensi Peluncuran Produk Baru di Wilayah ASEAN oleh
Midea Group” telah diresmikan di Ho Chi Minh City, di mana Presiden Midea
Living Appliance Group ASEAN Division mengungkapkan bahwa Midea akan
menginvestasikan $40 juta untuk pembangunan basis produksi baru dan
meningkatkan produk-produknya yang mencakup seluruh peralatan listrik rumah
tangga ini. Midea telah merealisasikan lokalisasi penuh rantai pasokan dan
R&D-nya juga tengah dilokalisasi. Saat ini, Midea Living Appliance Group ASEAN
Division telah menjadi produsen terbesar kipas angin listrik, alat penanak
nasi, alat memasak induksi, dan pengekspor terbesar peralatan elektrik rumah
tangga di wilayah ASEAN. Banyak produk Midea telah menjadi pemimpin di pasar
negara-negara ASEAN seperti Vietnam.

Dengan mengambil tindakan ini, Midea berharap mempertahankan perbedaan
harga yang wajar sebesar 10% hingga 15% dengan merek Jepang dan Korea atas
dasar pengaruh merek yang terus meningkat, dan mereka ingin meraih lebih banyak
pangsa pasar di ASEAN dengan produknya yang berkualitas tinggi, layanan purna
jual terbaik dan citra merek mereka yang menginternasional.

SUMBER: Midea


Price War Breaks out in ASEAN Household Electrical Appliance Market
HO CHI MINH CITY, Vietnam, Aug. 17, 2011 /PRNewswire-Asia-AsiaNet/ —

Chinese Enterprises Lead with High Performance Price Ratio

Attacked by Japanese brands in the “price war”, Chinese brands are enhancing their brands publicity to win the edge in “performance price ratio” in the ASEAN market.

The largest electrical shop of Ho Chi Minh City has stocked up on all kinds of household electrical appliance from China, Japan, and South Korea. It is not hard to find that the price of Chinese brands is 15-20% lower than similar products from Japan and South Korea.

Several years ago, the price gap between Japanese and South Korean brands and Chinese brands was about 20-30%. The high performance price ratio in recent years has changed the low quality image of “Made in China” in the heart of Vietnamese since major Chinese brands like Midea, Haier, and TCL set up branches in Vietnam, which exerted great pressure on Japanese and South Korean brands, lowering the price of their products continuously. The closest price gap was merely 5%, and sometimes their actual price after promotion activities was almost the same to that of Chinese brands during festivals and holidays.

There are various indications that Chinese brands will adopt the magic weapon of “performance price ratio” again by lowering costs after expanding their production base, augmenting the size, enhancing their brand publicizing, and the integration of channel, storage, and distribution etc. They will also increase their support for the local supplier of raw materials to accelerate the localization of raw materials.

Recently, “The 2011 New Products Launch Conference in ASEAN Area by Midea Group” was unveiled in Ho Chi Minh City, during which the president of Midea Living Appliance Group ASEAN Division revealed that Midea will invest $40 million on the building of a new production base and increase its products to cover all household electrical appliances. Midea has already realized the full localization of supply chain and its R&D is also on the way to localization. At present, Midea Living Appliance Group ASEAN Division has become the largest electric fan producer, rice cooker producer, induction cooker producer, and the largest exporter of household electrical appliances in the ASEAN area. Many products of Midea have become the leader in the market of ASEAN countries like Vietnam.

By taking this measure, Midea hopes to maintain a reasonable price gap of 10% to 15% with Japanese and Korean brands on the premise of continuous increasing of brand influence, and they want to win more market share in ASEAN with its high quality products, excellent after-sale service and their internationalized brand image.

SOURCE: Midea