Yuyao Chang: Glanz Detour But Still Have A Chance
As the price war during the appliance industry
, "label people", Yuyao Chang Glanz year and a half in the exodus of return "emergency", the new upgrade card title is executive vice president of Galanz Group."Glanz regain my return does not mean a simple price war." December 15, Gome Beijing flagship store in Eagle starter "in 2008 Microwave Festival" on-site, has been low-key return to the three-month Yuyao Chang repeated efforts to clarify: Glanz regain their return does not mean that the price knife, "In addition to price wars, Galanz many effective marketing strategy."
But appears in more household appliances industry, the current Galanz, had been in the "back" sick fully shown the Chinese home appliance industry.
To whether or not Yuyao Chang admitted, after the handover of power to charge higher Galanz, he carries even greater pressure
"Price war is not the only strategy"
Reporter: Return of the outside world as your Galanz in the price war to break through after losing the value of war, had to return to a price war, do you think?
Yuyao Chang: challenges of the market at different stages have different strategies. Glanz has been the slogan is to create value for customers, to enable consumers to move, it is now. The price war is only a particular stage of development in Glanz, and affects the market.
Galanz prevailing market strategy is puerile, that is, low-cost line of the outside world to understand. At least now see, Galanz's strategy is successful in the microwave.
Glanz also consider the future of competition, including price, value diversity, including marketing strategy. So I would like to clarify, I did not mean the return of the price Galanz regain knife.
"Detour, but there are opportunities"
Reporter: Compared with two years ago, Galanz now can be called crises, microwave oven reduced share of investment has not done great up the air conditioning. Galanz even high-level, publicly stated the company line of losses, poor cash flow ... ...
Yuyao Chang: The company is to take some detours, but the choice does not mean that Galanz is wrong. Our strategic cooperation with multinational companies the road has been so stable, the main problem lies in the domestic market this year badly. In this regard, our organization and the market is not complete, the original is a large-scale production, large circulation and sales, the total cost leadership. In short, for the cost of stamping equipment, microwave peak season, the punch microwave ovens, air-conditioning season, on the processing of air-conditioning. Now look at the challenges faced by this model, is not very conducive to enhance the profitability of the long-term competitiveness. We now consider the category divided by corporate governance institutions, both with the cross-OEN Enterprises docking, but also conducive to the coordination of resources, re-made force the domestic market.
The domestic appliance industry, far from shuffling the end of the competition. Microwave oven industry is the case, air-conditioning industry as well. Market opportunities still left us a lot, to see who can seize. Now the international home appliance industry, the big shift to China, but also to the Galanz from diversification to specialization, to integrate the diverse development opportunities. In addition to air conditioning and microwave oven, then we have to storm the small appliances, refrigerator, washing machine.
"Organizational structure will not be lightly unrest"
Reporter: What motivated you to return Glanz? What you do not feel more pressure?
Yuyao Chang: I leave in April 2006, and came back and normal. As for pressure, Galanz impression to the outside world in recent years is the volatility and the main piece is the air-conditioning and out of several groups of so-called airborne, personnel changes on the affected enterprises, but also to communicate to pay running costs.
Came back I told my boss suggested that company executives hope to keep a relatively stable organizational structure. Galanz now re-adjusted independent sales structure, the three fronts (microwave ovens, air conditioners, small household appliances) are all making, domestic, export company, the specific individual responsibility, just do them, but us old people, non-interference in general easily they operate. As long as we do in the general direction of the control they have committed a big mistake on the line.
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Yuyao Chang: Glanz Detour But Still Have A Chance
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