In fact, as the coverage of air conditioners becomes wider and wider and the market competition becomes more and more fierce, air-conditioning compressors are moving from behind the scenes to the front desk. Just like Intel in the computer industry, the public will constantly learn about the brand story of the air-conditioning compressor industry through various channels. Shanghai Hitachi Electric Appliance Co., Ltd. is a pioneer in the air-conditioning industry in China.
Literally, there is no doubt that Shanghai Hitachi Electric Appliance Co., Ltd. has a Japanese background. Indeed, it has always been regarded as a foreign brand by many people. In fact, "Shanghai Hitachi" is a state-owned joint venture.
Established in June 1993, Shanghai Hitachi Electric Appliance Co., Ltd. is a joint venture with 75% investment from Shanghai Lihai (Group) Co., Ltd. and 25% investment from Japan Hitachi Household Appliances Co., Ltd., specializing in the production of air-conditioning compressors. For more than ten years, "Shanghai Hitachi" has unswervingly taken the road of professional development, been brave in innovation and pursued Excellence, and achieved the largest scale and best benefits in the same industry. There are more than 300 varieties in seven series of "Shanghai Hitachi", and the refrigeration capacity covers 0.3 -5. It is the most complete supplier of refrigeration compressors in China, and its customer network covers Haier, Gree, Midea, Carrier, Whrlpool, Elec-trox, Fedders and other well-known home appliance enterprises. "Lihai" brand air-conditioning compressor has been rated as "Shanghai famous brand product" for four consecutive years since 200 1. The famous brand effect of "Lihai" brand has begun to appear in the market. It was maliciously used by other manufacturers in 2004, and was later recognized as a well-known trademark through judicial channels.
10 joint venture "pearl for agate"
At the beginning of the establishment of 1992, "Shanghai Hitachi" introduced the advanced technology of Japanese Hitachi in 1990s and seven air-conditioning compressor models of SG and SH series, and successfully opened the market with the brand of "Hitachi/Hitachi". At that time, air-conditioning enterprises would emphasize "imported Hitachi compressor" and "internationally renowned brand compressor" when selling. The use of Hitachi brand supported the initial development stage of Hitachi in Shanghai.
In the late 1990s, the global manufacturing industry moved to China, and the rapidly developing air-conditioning industry in China directly faced the brand challenge of multinational companies. "Shanghai Hitachi" recognizes that the future competition is the competition between intellectual property rights and brands. Although the joint venture contract allows the company to use the trademark "Hitachi", and Hitachi's brand effect has also helped the company to open up the market, the company must persist in scientific and technological innovation, take the road of "Huashan natural barrier" and build a brand.
In August, 2000, Shanghai Refrigerator Compressor Co., Ltd., the Chinese controlling shareholder of "Shanghai Hitachi", was renamed as Shanghai Lihai (Group) Co., Ltd.
200 1 1 Aiming at the opportunity of exporting to the North American market, "Shanghai Hitachi" launched the "Highland" brand compressor in one fell swoop at AHR Refrigeration Exhibition in the United States, and its technology, performance and quality service connotation were recognized by foreign customers, marking the successful transformation of "Li Hai" and "Highland" brands from trademarks to commodities.
In the 10 joint venture, "Li Hai" gradually established its own technology. Based on its own technical property rights and management innovation, Hitachi has successively registered the trademarks of Lihai and Gaodi in the United States, Japan, Britain and other countries and regions. Up to now, "Lihai" and "Highland" brand compressors have sold nearly150,000 units. What is even more gratifying is that in 2004, of the more than 700,000 compressors exported by "Shanghai Hitachi" overseas, all the compressors exported to Brazil Carrier used the "Li Hai" trademark.
Not willing to be someone else's workshop.
The vision of establishing China compressor industry independent brand Li Hai has a long history.
Li Hai, where did it come from? Shen told reporters that when he was thinking about establishing his own brand in 1996, he once visited a customer in Qingdao. After coming out of Haier Group, an idea flashed through his mind-Haier, Hisense and Li Hai-well, Li Hai is also quite good.
Shen said: "I have always felt deeply that no enterprise, no matter how big it is, is not a successful enterprise without its own brand. For a long time, being a brand in the sea has always been my wish. "
As the head of the group, Shen, the general manager, is very aware of the helplessness of creating his own brand. Now, looking at the increasingly powerful Lihai brand, he is glad of his choice: Lihai brand will play an important role in the implementation of Intel's grand plan to become the world air-conditioning industry.
At the initial stage of the joint venture, according to the agreement, every time Hitachi sells an air-conditioning compressor with the trademark of Hitachi, it must pay a certain trademark usage fee to Japan. "Every year at the end of the year, a lot of expenses are heartbreaking. The situation in the air-conditioning industry is similar. It costs 50 dollars to assemble an air conditioner, and multinational companies and overseas distributors can sell it in Europe and America after labeling, and each can sell for 93 dollars! " Shen said to.
Although every compressor sold is a publicity for foreign brands, the popularity of foreign brands in China has been greatly improved. "But we can't be satisfied with being someone else's processing workshop." Shen said to. Based on this kind of pain, 1996, Shanghai Hitachi Company applied to register its own brand-"Li Hai", and secretly made up its mind: stand up from Shanghai.
From entrepreneurship to transcendence.
Although China's air conditioning output ranks first in the world, since the rapid development of air conditioning in the middle of last century, its core technology-air conditioning compressor has been dominated by Japanese and Korean brands. However, through its own efforts and brand cultivation, "Shanghai Hitachi" has embarked on a unique path among many joint ventures.
In 2004, it was the turning point of China's independent air-conditioning compressor brand-among the more than 9.2 million air-conditioning compressors sold by "Shanghai Hitachi", the sales of "Lihai" brand products surpassed foreign brands for the first time. This event marks that in the field of air-conditioning compressors dominated by foreign brands, China's air-conditioning industry, which has long been shrouded in the shadow of foreign core technologies and brands, has truly realized its own strength from undertaking to surpassing. This is the first time that China's own brand ranks among the air-conditioning compressors in the world.
It is reported that "Lihai" brand compressor was first put into the market in 2006. In 200 1 year, "Shanghai Hitachi" authorized Shanghai Forest Electric Appliance Co., Ltd. to use the trademark "Lihai", which rapidly expanded the market share of "Lihai" brand, widened the gap with competitors and became the largest state-owned brand in the compressor industry.
In the first half of 2005, the sales of "Lihai" and "Haili" compressors reached 6 million units. According to this development trend, it is predicted that the sales of "Lihai" and "Haili" compressors will account for 15% of the global market share in 2005, which is undoubtedly the pride of China air-conditioning compressor industry and even China household appliances industry.
Strive to be "Intel" in air conditioning industry
As a "young generation" in the home appliance industry, Shen knows that famous brands are quality, efficiency and competitiveness. Independent innovation is not only the lifeline of enterprises, but also the "bone" supporting the rise of national soft power.
I design air-conditioning compressors, so I'll give you some advice on choosing air conditioners:
Although the air conditioners on the market are almost all Japanese brand compressors! But it is basically a joint venture.
If you must buy pure domestic products, please consider the compressors produced by Xi An An Qing An Compressor Factory and Zhuhai Lingda.
Qing 'an adopts Daikin technology and is a domestic brand. There is no need to pay the Japanese trademark use fee, but it is necessary to pay the technology use license fee, with an annual output of10.8 million units. Lingda seems to be completely made in China. I'm not sure. The output is not large, less than 1 10,000 units. The market share of these two brands is relatively low, which is not common. But the performance is no different from that of Japanese goods.
The remaining Japanese compressors are basically produced by outdated Japanese technology and domestic joint ventures. Not only must the Japanese pay a high license fee for the use of proprietary technology, but also the trademark use fee.
Among them, I recommend buying Hitachi (I did work in Hitachi, but I resigned immediately)
Because Hitachi compressor factory is 75% owned by Shanghai light industry, Hitachi only accounts for 25%, which is the highest proportion of state-owned shares among major compressor factories. Moreover, due to the efforts of domestic technicians, many models are independently developed and only use Hitachi trademarks, so the technology license fee and trademark use fee paid to Japanese companies are the lowest in all major compressor fields, only 1.5%.
Moreover, Shanghai Hitachi Compressor Factory is also promoting its own brand "Lihai" compressor, because there is no need to pay trademark royalties at all, and for brand promotion, the price of the same machine is much cheaper. However, because the national spirit of worshipping foreign things and obsessing foreign things is too strong, the air-conditioning factory reflects that the "Lihai" brand air conditioners are not easy to sell, and it is very difficult to promote them now.
In fact, domestic air conditioners are no worse than foreign brands (excluding imported ones, because the compressors are different, the prices are much different, and there is no comparability). In some respects, domestic brands are even better than foreign brands, because foreign brands are always stingy with the latest domestic technology for fear of being learned by us. The technicians of domestic brands always hold their breath and desperately want to surpass foreign brands.
Our company has enthalpy difference laboratory, which provides compressors for various air conditioning plants. Judging from the test results, colleagues think that Gree and Midea are the best, even better than a series of Japanese brands such as Panasonic, Hitachi and Sharp. (Rationality from matching compressor)
I recommend you to buy Gree, which saves money and electricity.
Of course, if you have money, you can directly buy the air conditioner imported from DC inverter scroll compressor. Vegetables and radishes have their own tastes.
But if you want to buy anything "Hitachi Full Open" or "Sharp Patrick", please save it. Air conditioning is not furniture, nor is it an ultraviolet disinfection lamp. It is used for cooling and heating.
It's the first time to code such a long word on the internet, because I was moved by the landlord. )