analysis of big three brand strategy of elevator industry
otis, mitsubishi and hitachi are the top three elevator brands in the domestic elevator industry. what are the reasons? there are currently more than 500 elevator manufacturers in china and the brand has reached more than 300. in addition, the three elevator companies’ annual sales in china are over otis, mitsubishi and hitachi. these three elevator brands occupy the top three in the domestic elevator industry. what are the reasons? currently, there are more than 500 domestic elevator manufacturers and more than 300 brands. the total sales volume of these three elevator companies in china exceeds 50% of the chinese elevator market. i want to attribute him to the following reasons:
(1) historical reasons
fundamentally speaking, china's elevator industry began to hit the road in the 1960s. at that time, the state-owned four major elevator plants, the shanghai elevator factory, the beijing elevator factory, the tianjin elevator factory, and the guangzhou elevator factory produced reliable elevators and had excellent technology. in the 1980s and early 1980s, the beijing elevator plant joint venture with xunda, from the economic benefits and promote the development of china's elevators, this joint venture is the most successful, due to the fact that the sino-swiss joint companies failed to reach a list of issues such as equity intentions, the original disintegration of schindler, derived a lot of elevator companies, and now the more well-known areas near jiangsu and zhejiang and elevator plants near shanghai such as kangli, shenlong, giants, sai noi, jiangnan, etc., basically all from schindler. parts suppliers.
in the mid-1980s, the tianjin elevator plant joint venture with otis was today's tianjin otis; shanghai elevator factory and mitsubishi joint venture, is today's shanghai mitsubishi. the two plants. tianjin otis entered the old road of schindler in the late 1990s and created a number of new private elevator companies. shanghai mitsubishi brought up numerous elevator spare parts companies in jiangsu and zhejiang. at present, shanghai mitsubishi still has chinese holdings. this is relatively successful, but in terms of long-term and national industrial perspectives, the brand is the core value of the company. therefore, shanghai mitsubishi should continue to intensify efforts to build the shangling brand, not all day long. mitsubishi's nephew. with the popularity of shanghai mitsubishi, it is fully capable of developing its own brand.
in the late 1980s, the guangzhou elevator factory joint venture with otis, and died in less than one year, the joint venture basically failed to succeed. hitachi, japan saw the opportunity from the success of mitsubishi, and soon reached a joint venture intention with the guangzhou elevator factory, 96 years the three elevator plants of the joint venture were established (guangzhou guangli elevator - chinese holding, hitachi guangzhou - japanese holding, guangzhou hitachi - japanese holding), and the overall total is 50%. in 1998, three companies also called guangzhou hitachi elevator co., ltd. (guangri and hitachi dual-brand), guangzhou elevator factory changed its name to guangzhou guangri elevator industrial co., ltd., produced guangyue brand elevators, and established guangri group; in 2001, guangzhou guang japan elevator industry company recalled the guangri brand, guangzhou hitachi elevator produced elevators marked with "guangzhou hitachi" and hitachi elevator. in 2003, guangzhou guangri group replaced the main leadership and held 50% of guangzhou hitachi, including 20 the low price was transferred to hitachi, japan, and the guangri group began its transition to elevator component manufacturers and the environmental protection industry. in 2005, based on guangzhou hitachi, hitachi formed hitachi elevator china. of course, otis also achieved compensation. under the personal care of the guangzhou electrical and mechanical bureau, guangzhou otis elevator co., ltd., which controls 95% of the company, was established.
otis successfully cooperated with otis in tianjin, in addition to guangzhou guangri, and a joint venture between hangzhou and xizi elevator, which is today's xizi otis elevator. in 2003, otis again cooperated with jiangnan elevator group to build a suzhou jiangnan express elevator. now suzhou jiangnan has quickly split three elevator companies: suzhou jiangnan express (otis's sole proprietorship), suzhou jiangnan jiajie (jiangnan group), jiangnan fuji (jiangnan group), it should be said that the joint venture with otis and jiangnan is unsuccessful, but through this joint venture otis pushed its express brand to china, and later established a joint venture with xi’an elevator plant to establish andean elevator company in xi’an (incorporated into suzhou jiangnan express in 2007), and later in sichuan in 2004. trumpf joint venture to establish sichuan express elevator. at the same time, when lg group intends to withdraw from the elevator market, it also acquired south korea's lg elevator co., ltd., indirectly acquired lg elevator co., ltd. in dalian, and launched a new brand “star mart” in china.
the three elevator brands have been indestructible in china, but the four state-owned elevator companies have disappeared. in the past two years, even guangzhou has gradually faded out of the domestic market.
(2) traditional thinking
chinese habits of thinking determine that new elevator brands are difficult to recognize. the above-mentioned three major elevator brands have been deeply rooted in people's hearts. general government and developers choose elevators to favor these three brands. chinese people are relatively traditional. it is certain that there is no problem with things that are permanent or that have existed for a long time. in fact, this is the same thing as "numbness" in mr. lu xun's novels.
(3) shirk responsibility
anyway, so many buildings are these three brands, as the project leader, purchasing manager. mitsubishi will not take any responsibility even if something goes wrong, but it is difficult to choose a new brand, even if the original purchase price is cheap and cost-effective. i am afraid that no one will say this purchasing manager is good. alas, china's official standardism really kills new life.
(4) the government has
looking at these tender documents for government procurement, how many tender documents do not contain the words “chinese-foreign joint venture brands?” which city government office building is not an imported elevator? therefore, the national brand elevators have not been available for several years. development, the government is the biggest black hand in the market. for example, in 2007, more than 900 escalators in the shanghai metro were tendered and used for a domestic brand. you said that the domestic escalator cannot, why can the escalator of kangli be sold to the south korean subway and the spanish airport? elevators are also sold to airports in russia and other countries. asked us about the olympic project, using several national brand elevators, especially the guangzhou asian games, actually published documents stipulating that non-foreign brands should not. i really do not know how the leaders of the guangzhou municipal government are considering the issue.
(5) market network
since the 1980s and 1990s were the 20th year that the chinese economy took off, the sales network of the elevator industry was also established in the past few years. because of the professionalism of elevators, the new brand elevators had to go through the channels of mitsubishi, hitachi, and otis. go.
(6) elevator quality
(7) reputation
the main technical sources of the elevators and control cabinets of the three major brands of small machine rooms are listed:
tianjin otis: model: sky traction machine: shenyang blu-ray, control cabinet: shanghai steps (3100-r) shanghai mitsubishi: model: lehy-ii, traction machine, shanghai mitsubishi holding parts factory, control cabinet: develop yourself. guangzhou hitachi: model: hgp traction machine: shenyang blu-ray technology (purchased assembly line), control cabinet: nikko technology of hitachi holdings.
comparison of foreign elevator technology and chinese elevator technology
source: international elevator network
the elevator has appeared for more than 100 years. in this 100-year history, the global elevator technology has developed rapidly. china has also grown from scratch. now china's elevator technology has integrated international advanced technology and integrated into a unique elevator technology system.
the foreign elevator technology is mainly three series:
1, american technology;
2, european technology;
3, asian technology.
u.s. elevator technology is based on otis elevator technology, including canada. american technology always retains advanced technology, so it has never applied the most advanced elevator technology to countries in the world.
european elevator technology is the most widely used elevator technology in the world. in the global european elevator technology, it is said that elevators are durable and generally have an elevator life of 25 years. in addition, europeans have a better lead than the american market. therefore, joint ventures and cooperation in the world have made european elevator technology a pioneer in international common technology. at the same time, european elevator standards are also international elevator standards.
asian elevator technology is a japanese-led elevator technology. japan is known for its good comfort because it has a good grasp of user psychology. however, considering its own interests, japan has a good sense of comfort when used, and the elevator life is only 60% of that of european elevators, guaranteeing a service life of only 15 years.
china's elevator technology draws on each other's strengths. both the comfort of elevators and the life span of elevators use the advantages of europe and japan at the same time, making elevators have a long life and a good sense of comfort. this may be unique to the influence of chinese confucianism.
in terms of technical support and after-sales service, europe is the most important and china is relatively poor. the reason is that the quality of the chinese service team has not kept pace with the needs of users. for this reason, chinese users need to consider not only the comfort of the elevator when selecting the elevator, but also the life and practicality of the elevator. only in this way can the elevator product be selected. of course, after the signing of the contract with the supplier must consider the after-sales service to ensure the safety of elevator use and equipment life.
