industrial overlord

Chapter 514 National Brand Defense Battle

After bidding farewell to Bao Guangming and Donnie Yen, Lin Zhenhua took Liu Zhaohua to inspect more than a dozen cooperative enterprises.In all these enterprises, Lin Zhenhua has received the highest courtesy.These enterprises were already on the verge of bankruptcy, but after Hanhua exported technology to them, these enterprises gained new life.The semi-NC machine tools produced by them combined local and foreign countries have continuously regained the market originally occupied by foreign machine tool companies, which well interprets the strategy of encircling cities from rural areas.

After turning around, Lin Zhenhua asked Liu Zhaohua to return to Xunyang by himself first, while he came to Nanjing to visit An Yan.As a result, at An Yan's place, he heard stories about the defense of national brands in the home appliance industry.

"Brother Lin, what a coincidence, you are fighting to defend your national brand, and our home appliance industry is also competing with foreign brands."

In the office of the president of Nanjing Jiankang Home Appliance Store, An Yan said to Lin Zhenhua who came to visit with a smile.The two of them were sitting on two sofas, and An Yan's son Lan Xiang was sitting behind his mother's boss desk, tapping on the computer keyboard, having a good time by himself.

"I heard about it." Lin Zhenhua said, "Did that Changhong TV put out a slogan called 'Build our new Great Wall with our brand'?"

An Yan clapped his hands and said, "That's right, Brother Lin's news is really well-informed. Changhong's brochure reads: We have all the functions that foreign products have; we have all the varieties that foreign products have; We provide all the services provided by the product; however, with the same function and quality, our price is 30% lower than that of foreign products.”

"How is the effect?" Lin Zhenhua asked.

An Yan said: "The effect has already appeared. In the past two years, domestic home appliances were almost overwhelmed by imported home appliances. Just last year, Japan's Panasonic announced that it would not hesitate to pay 30 billion U.S. dollars to occupy China's color TV market." Absolute share. As a result, Changhong began to cut prices on a large scale, and several domestic color TV manufacturers followed suit, and imported color TVs were squeezed out at once. According to our rough statistics, at present, only Changhong, Konka, TCL, and Panda A few big brands already account for 7% of the domestic color TV market."

"Yanzi, what chance do we have in the end of this competition for home appliances between China and foreign countries?" Lin Zhenhua asked.

An Yan said: "It depends on how determined the domestic home appliance manufacturers are. As far as I know, the bosses of some big brands have already spoken out, saying that they want to compete with foreign brands. The boss of Haier said:" In the competition of capital, even if it dies, Haier will die to the last. The boss of TCL said: In the competition with the Foreign Corps, TCL will be a death squad for the industry to serve the country, and he himself is the death squad leader.”

"This is the so-called mourning army must win." Lin Zhenhua nodded and said, "By the way, Yanzi, does the competition between domestic home appliance manufacturers and foreign brands affect you?"

An Yan said: "Seeing that the manufacturers are all moving, we can't lag behind as a store. I have made an appointment with Brother Xiong and Xiaotao. Our Jiankang store and Daxiong store will join hands. At this time To help national brands. We set up a national boutique promotion counter in the store and put it in the most eye-catching position. No matter how much money foreign brands pay, they are not allowed to enter this counter. Just for this, we have offended several international home appliance giants .”

"Yanzi, history will prove that your decision is correct." Lin Zhenhua said, "We don't talk about national righteousness, but only from the interests of enterprises, supporting the development of domestic enterprises is definitely beneficial to your home appliance store. If foreign home appliance brands squeeze out Chinese home appliance brands, foreign retail brands will squeeze you out next. In fact, you and domestic home appliance manufacturers are both hurt and prosperous.”

An Yan smiled embarrassedly and said, "Why is Brother Lin so straightforward? We just had some thoughts like this, and you told me. Indeed, when Brother Xiong and I were discussing this matter, we considered this The problem, or else, think about how Tao Hui would agree to do such a lucrative business."

Hearing this sentence, Lin Zhenhua couldn't help laughing.Lin Zhenhua is very clear about Tao Hui's personality. Basically, he belongs to the kind of person who doesn't see a rabbit and doesn't scatter an eagle. Talking about national interests with her is a waste of time.However, Lin Zhenhua still had some trust in Xiong Lijun's awareness. Xiong Lijun looked carefree, but he was quite bloody inside.

It's very interesting that Xiong Lijun was very afraid of guilt in the first few years when he married Tao Hui, and everything he did depended on Tao Hui's face.The situation has reversed in the past few years, and Xiong Lijun seems to be able to have some say. The friction between Daxiong Appliances and Jiankang Appliances has become less and less, and more and more joint efforts have been made. This is of course what Lin Zhenhua is happy to see.

"At this time, we need to build our new Great Wall, regardless of whether it is public or private." Lin Zhenhua said with emotion.

In China in 1996, national brands were indeed at the most dangerous time.This is true of the home appliance industry, as well as other industries.Someone once made a statistic, saying that 27 of the 22 major domestic industries have been controlled by foreign capital.Whether this statistic is exaggerated, of course, can be verified again, but judging from this figure, it is enough to reflect the extent to which foreign brands have eroded the domestic market.

Under such circumstances, some enterprises unwilling to become slaves have launched a Jedi counterattack, constantly competing with foreign brands for the market.In later generations, people's criticism of national industry mainly focused on the fact that the technical level was not high enough, and that it had not yet reached the number one in the world.At that time, people were worried about whether the national industry could survive. In an industry, even if domestic enterprises could occupy a few percentage points more market share, it would be enough for the Chinese people to breathe a sigh of relief.

"However, generally speaking, the situation in our home appliance industry is good. There are several leading companies for each product, and they can afford to compete with foreign companies for cost and price. Now we have basically eliminated foreign brands. .Foreign brands also have their flaws. They are too arrogant and do not consider the needs of Chinese consumers. Our domestic brands are much better. They produce what the people need, which is one of the reasons why they can win. "An Yan concluded.

"This experience is also worth learning from our machine tool industry." Lin Zhenhua said, "We have now entered into a tie with Japan's Xihu Company. Whoever wins depends on who can win the respect of customers. The situation you mentioned, I I also noticed that Xihu’s products are indeed very good, but its attitude towards customers is very arrogant, basically ignoring customer needs, and forcing customers to change their production methods according to its products. If this continues in the long run, Customers are going to resent it. And that's our opportunity."

"Brother Lin, I believe in you. If you preside over the competition with Xihu Company, you will definitely win." An Yan said, "Didn't you drag down that Japanese company called Nihong Heavy Industry in the past? I believe In two years, Xihu Company will also be dragged down by you."

Lin Zhenhua said: "When we competed with Nihong Heavy Industry, Xihu Company actually helped us a lot. Many of our equipments were purchased from Xihu Company. Without these equipments, our production capacity would be very difficult. It will be difficult to compete with Nihon Heavy Industry if it is greatly improved.”

"So what now?" An Yan asked.

"Now we have to compete with Xihu, and there is still an obvious shortcoming, that is, the problem of industrial control chips. At present, the level of domestic industrial control chips is still very poor, and cannot meet our needs for mass production of CNC machine tools. Our Industrial control chips mainly rely on imports, among which chips from Japan's KHN company are very important to us."

"KHN..." An Yan muttered softly, paused for a moment, and then asked, "Brother Lin, what are you worried about now?"

Lin Zhenhua said: "What I am most worried about now is that KHN will interrupt the supply of chips to us because of the relationship with Xihu. If this happens, we will have to turn to Germany or the United States to seek chips. Costs may increase significantly.”

An Yan asked: "Do you think it is possible for KHN to interrupt the supply of chips to you?"

Lin Zhenhua said: "We have analyzed it and feel that there are some risks. We have a supply agreement with KHN, and we are also an important customer of KHN. On the surface, it should not interrupt our cooperation with us. But on the other hand, Both KHN and Xihu Company are Japanese companies. It is hard to say whether they will embarrass us from the perspective of safeguarding the interests of Japanese companies. After all, if our Chinese companies are squeezed out and Japanese companies occupy the Chinese market, the same We need to purchase KHN chips, for KHN, our life and death have nothing to do with it."

An Yan smiled and said: "If we add another weight to KHN and make it feel that it cannot offend Chinese companies, otherwise it will suffer huge losses. I think KHN will not dare to discriminate against you."

"Yanzi, so you plan to help?" Lin Zhenhua looked at An Yan and asked.

Lin Zhenhua came to An Yan to talk about KHN, but he actually thought about it. KHN is a large-scale enterprise specializing in the design and production of electronic chips. Its products include industrial control chips urgently needed by Hanhua, as well as various control chips used in household appliances.China's home appliance market has developed rapidly, the output of home appliances has increased significantly, and the consumption of home appliance chips has also continued to rise. Home appliance chips produced by KHN entered the Chinese market earlier and were widely adopted by many home appliance manufacturers. The Chinese home appliance market has long been an important market that KHN cannot ignore.

What Lin Zhenhua meant was to hope that An Yan would use her influence in the home appliance industry to send a signal to KHN that China's home appliance industry and machine tool industry share common interests.If KHN dares to block China's machine tool industry and stop providing industrial control chips to Chinese machine tool companies, then China's home appliance industry will block KHN in turn and will not purchase home appliance control chips from KHN.

This is a benefit-bundling strategy. Home appliances belong to the low-end manufacturing industry. After a period of hard work, Chinese companies have gained a say in this market and are still expanding their market share.According to Lin Zhenhua's memory, in a few years, China's home appliance companies will continue to occupy an absolute advantage in the domestic market, and will enter the international market, occupying half of the international market.By the beginning of the 21st century, the global market for home appliances such as color TVs, refrigerators, air conditioners, VCD players, and microwave ovens had basically been taken over by Chinese companies.If a company like KHN that provides home appliance chips is jointly blocked by Chinese home appliance companies, its fate will be very sad.

Regarding this idea, Lin Zhenhua did not explicitly propose it to An Yan, but An Yan is a very smart person who has been in the mall for many years.After listening to Lin Zhenhua's words, she already knew Lin Zhenhua's intentions and figured out the key points, so she took the initiative to take this matter under her own name.

"Yanzi, then I will replace the entire machine tool industry, thank you." Lin Zhenhua said sincerely.

An Yan said angrily: "Brother Lin, what are you talking about, my little sister did something for you, do you still dare to ask you to say thank you? Without you, Brother Lin, Fengzi and I would not be where we are today. Besides, my suggestion Kangjia Appliance Store was also supported by you back then, and we have some influence in the home appliance industry, isn't it also the foundation laid by Brother Lin?"

"Hehe, then I won't say thank you." Lin Zhenhua said, "Yanzi, the luckiest thing for me is to have good friends like you and Fengzi."

"And me." Lan Xiang, who had been busy playing with the computer, raised his head and interjected.

"Yes, there is also our Xiao Hei, who is also my good friend." Lin Zhenhua laughed, walked behind Lan Xiang, stretched out a hand to caress his head, and looked at the text he was typing on the computer. thing.After looking at it, Lin Zhenhua was a little stunned: "Xiao Hei, what are you doing? Why can't I understand?"

Lan Xiang said disapprovingly: "This is the assembler program of 8086, and I am using it to compile the game of Monopoly."

"I'm dizzy, how old are you, you only play compilation?" Lin Zhenhua was taken aback by Lan Xiang.Assembly language is a low-level language, and it is very difficult to use. Lan Xiang, who is only 13 years old, has started playing assembly language.

Lan Xiang said enthusiastically: "I have been studying for more than a year. Uncle Lin, you don't know, assembly is fun. There are many articles in computer newspapers introducing how to modify programs in assembly language. Modify the original program a few times. It’s really interesting to realize a lot of interesting functions in one place.”

"What do you want to change the program for?" Lin Zhenhua asked.

"Playing games." Lan Xiang said, "After modifying the game software, you can add 100 lives and countless money. No matter how you play, you will never lose. But I don't play this anymore, I like to make up my own program to play."

Lin Zhenhua turned his head to look at An Yan, and sighed: "Yan Zi, when I saw Xiao Hei, I realized that I was really old. The future world will belong to Xiao Hei and the others."

Hearing Lin Zhenhua's praise of her son, An Yan's face was full of happiness. She said in a positive and secret way: "This child really gives me a headache. He likes to play computer all day long. Fengzi is also spoiled by him. Every time he goes back to China Come, bring him the latest computer from abroad. You see, the one that Xiao Hei is playing now is a 586 computer, and there are not many in Nanjing."

"Mom, how many times have I told you that this one is not called 586, but this one is called Pentium." Xiao Hei corrected with a long drawl.

(End of this chapter)