Skyworth on the list of the most valuable companies in globalization

On September 15, 2017, the "2017 Business School Magazine Business Leader Summit Forum" co-organized by the "Business School" magazine and the China Executive Club was held at the Shangri-La Hotel, Beijing. The forum was supported by academic support from the National Development Institute of Peking University, and Lyon Business School, Tsinghua-Nikka EMBA, China Europe International Business School, Renmin University of China Business School, and School of Business of the University of International Business and Economics. Skyworth won the Global Most Valuable Enterprise Award, and Liang Jinhua, Executive Deputy General Manager of Overseas Regional Marketing Headquarters of Skyworth Global Marketing Center attended the forum and made a speech.

The organization of the forum was initiated in January 2017. It was based on the value-based enterprise model of the well-known professor Chen Chunhua of the Peking University National Development Institute, and the School of Business magazine was jointly sponsored by the Peking University’s National Development Institute and Lyon Business School. Kwong Hing Consulting's expert recommendation, combined with five years of "Business School" magazine and the Chinese operator club "walk into the famous enterprises, benchmarking" of participating companies, with the company's self-professional business school recommended by the way, initiated "to find the most Chinese "Value Business Selection" activity; At the same time, according to the eight commonalities of value-based companies, according to the actual evaluation criteria, the relevant awards were summarized, and finally the "Global Value Award" of the most valuable companies in 2017 was selected through online voting and expert opinion. Six other awards. The harshness and high gold content of the awards are evident.

Skyworth was awarded the Most Valuable Global Enterprise Award. The evaluation dimension is: It has the ability to adapt to changes in the global environment, and has core competitiveness, market share, and brand influence in the international market. Only five companies such as Skyworth, Alibaba and L'Oreal China have won this award. Skyworth is the only home appliance company listed on the list.

Public opinion points out that the core value of excellent companies maintaining strong growth momentum has many commonalities. In the growth and development process, identifying benchmark companies with these commonalities can provide a reference learning sample for the transformation and development of Chinese enterprises.

Skyworth has set a good example for Chinese companies to go global due to their outstanding contribution to the development of globalization, and thus has become the only home appliance company that has won the award of the Most Valuable Enterprise in Globalization. At the meeting, Liang Jinhua, executive deputy general manager of Skyworth Global Marketing Center Overseas Regional Marketing Headquarters, fully explained Skyworth’s overseas differentiated development strategy. He believes that domestic companies should use their advantages in the Chinese market to become bigger and stronger before they sail to the sea to optimize the supply chain and enhance their competitiveness so as to respond to the fierce competition in overseas. The main reason why Skyworth was more successful in the Chinese home appliance industry was that Skyworth spent 27 years building a nationwide marketing network, with more than 40 branches and 200 offices, and matching logistics capabilities to manage more than 20,000 customers. The road to globalization of Skyworth is based on the practice of internal strength. It gradually expands from the domestic market to overseas markets. In terms of brand strategy, Liang Jinhua believes that we must hold high and fight high in the beginning, and we should not take the price war route as China did in the 1980s. Based on this, Skyworth promotes mid- to high-end product lines overseas. This route has played a very important role in enhancing the influence of Skyworth brand and stimulating sales of overseas products.

Liang Jinhua said that the evaluation of a company’s overseas strategy should not only be based on whether its performance is a profit or a loss, but whether it depends on the company’s steps to expand its brand in an orderly and orderly manner. There are plans and strategic directions. Instead of just looking at market share. In recent years, Skyworth’s overseas acquisitions have been classic examples, such as the acquisition of the Toshiba plant in Indonesia and the acquisition of Metz, an old German television company. Liang Jinhua believes that there are two kinds of development of acquisition companies: one is to become bigger and stronger into 1+1>2, and the second is to use the finished brand. For Skyworth, every acquisition will ask why he wants to collect, what value the brand has to go after the acquisition, and then make a prudent decision. Under the guidance of this idea, every purchase of Skyworth has played an important role in boosting the brand value and expanding market share.

According to the 2016/2017 financial report, Skyworth TV products revenue from overseas markets was HK$8,937 million, accounting for 71.4% of the total turnover in the overseas market, up 49.4% from the previous year, with rapid growth in performance; Skyworth TV sales reached 6.94 million in overseas markets Taiwan, up 57.5% year-on-year. In 2016 alone, Skyworth used Metz as a “bridgehead” to enter the 11-nation market in Europe, and its business volume increased by more than 10 times. Since the official launch of its own brand of overseas internationalization in 2010, Skyworth has created 11 overseas branches of its own brands. So far, Skyworth’s own brand overseas markets have covered three quarters of countries and regions on five continents. Metz's acquisition has enabled Skyworth's "Skyworth+Metz" dual-brand strategy to be rapidly implemented in Europe. It has established a European R&D center and the products are manufactured in strict accordance with German quality standards. It strives to grow into the top three TV brands in Europe within five years. By 2020, it will achieve It sold 15 million units and its own brand accounted for 50%.