Guangdong Changhong Digital Technology Co., Ltd. was registered in Nantou Town, Zhongshan City, Guangdong Province in 2006. It belongs to the second largest industrial group of Changhong Group-Household Appliances Industry Group, and is mainly engaged in the research, development, manufacturing and marketing of kitchen and bathroom appliances. At the beginning of its establishment, Changhong Group adopted the policy of key investment and key support, and invested heavily in establishing Changhong kitchen and bathroom industrial base in Changhong Industrial Park, Nantou, Zhongshan, a national home appliance industrial base in the hinterland of the Pearl River Delta. In May 2007, Changhong Kitchen and Bathroom Industrial Base with an annual production capacity of over 3 million sets was successfully put into production. In order to adapt to the high expansion of the market, in 20 10, Changhong Group continued to spend 1 more than 100 million yuan to expand the 40,000-square-meter Changhong kitchen and bathroom production base in Changhong Industrial Park in the south of Zhongshan.
201210 June 18-2 1 day, the 10th China Shunde International Household Appliances Expo was grandly opened in Guangdong Shunde Exhibition Center on 18-2 1. Changhong participated in China International Import Expo(CIIE) and exhibited new kitchen and bathroom products, which attracted the attention of exhibitors.
It is estimated that more than 20,000 professional visitors will come to visit. In addition to the buyer's salon jointly held with Global Market Group, this year's buyer's delegation also includes a Vietnamese buyer's delegation composed of nearly 38 major home appliance buyers led by Vietnamese government officials, a buyer's delegation composed of 35 major home appliance importers in Hong Kong, such as Broadway Electric Appliances and Zhongyuan Electric Appliances, organized by Hong Kong and Kowloon Radio Association, and a buyer's delegation of about 10 from the purchasing department of Samsung Korea Headquarters brought by Samsung Galaxy Shenzhen Purchasing Center.
Changhong kitchen and bathroom industry is one of the important emerging industries in the industrial diversification layout of Sichuan Changhong Group Company. As a world-renowned comprehensive home appliance brand, Changhong's comprehensive entry into the kitchen and bathroom industry is an important strategic move to adapt to the development of market economy. The group company has high hopes for the kitchen and bathroom industry, and has given strong support and care in research and development technology, industrial design, quality management and marketing.
Changhong's large-scale entry into the kitchen and bathroom industry in 2007 was not a whim, but a major decision and strategic move formed after many detailed and sufficient arguments. To sum up, there are internal and external causes.
Internal factors: First, the adjustment of the company's industrial structure needs to supplement new business and promote the strategic deployment of diversified industrial layout. Second, the transformation of corporate management system provides opportunities for innovating business models and developing emerging industries.
External factors: First, the top ten brands of kitchen and bathroom appliances have bright prospects and great potential, which is worth looking forward to. Second, the kitchen and bathroom industry has not yet formed a stable brand pattern. Changhong, as a well-known household appliance brand, has just entered the market. Third, Guangdong Changhong Digital Technology Co., Ltd., which is responsible for operating Changhong kitchen and bathroom industry, is located in Changhong Industrial Park at the junction of Zhongshan and Shunde, and has a unique geographical advantage in developing kitchen and bathroom industry.
What is the positioning of Changhong Kitchen and Bathroom?
Brand positioning is the core of market positioning. If the positioning is vague or uncertain, the enterprise will get lost in the market and eventually lose the market. Therefore, Changhong Kitchen and Bathroom implements the concept of "brand management" from beginning to end, and resolutely opposes the brand management concept of "killing the goose to get the egg", which is also the most basic requirement of Changhong brand. Accurately speaking, the product positioning of Changhong Kitchen and Bathroom is on the high side, because Changhong's products and quality must be consistent with Changhong brand. However, we should also realize that Changhong Kitchen and Bathroom is still in the primary stage of development, and certain price competitiveness is necessary, so our market positioning is low-end. I think this is also the key for Changhong Kitchen and Bathroom to start quickly and grow sturdily with excellent product quality and competitive price advantage under the guidance of the concept of "brand management".
This year, Changhong Meiling energy-saving home appliances core technology conference was held in Beijing. Changhong's technology and patents involve display core devices and refrigeration core devices, as well as TV, refrigerator, air conditioner, mobile phone, kitchen and bathroom, small household appliances, lighting and other fields. Among them, many core technologies such as plasma screen high-efficiency luminous technology, compressor frequency conversion technology, refrigerator condenser pressure maintaining and energy saving technology, and 0. 1 precise frequency conversion temperature control technology are at the forefront of the industry, reaching the international advanced level. In addition, at the press conference, Changhong also showed a large number of energy-efficient products such as refrigerator high-efficiency compressor with COP value of 2.05, frequency conversion precise temperature control air conditioner with 0. 1, and refrigerator with daily power consumption of 0.23 degrees.