Competition in the high-end consumer electronics market is not simply a price war, but a competition in comprehensive strength of technology and production. Only companies with deep "internal strength" can be proud of the world.
In an economic era characterized by customer orientation, integrating innovative concepts and technology is a powerful tool for companies to rewrite and create rules of the game. Investing heavily in patent research and development is the strategic commanding heights for international super-class companies to compete. . As the world's top company, Philips invests up to 9% of its operating income in research and development every year. It currently holds about 100,000 patent rights and will obtain 3,000 new patents every year. A high proportion of investment in technology research and development and excellent innovative thinking have brought Philips a leading advantage. Philips, once well-known in China for its slogan "Let's do better", has always been good at technology, and its strong production strength cannot be ignored. This is one of the fundamental reasons why Philips has been among the first-class companies in the field of consumer electronics for a long time. Advanced technology and strong production strength will ultimately occupy the market through first-class products. Different from the strategy of a few companies to launch second-tier products into the Chinese market, Philips has always regarded the Chinese market as a key area for business development.
For example, the Philips flat-panel TVs that are currently very popular on the market all adopt the latest exclusive technologies, such as "Perfect Crystal 2nd Generation" and "Ambilight" technologies. In addition to color TVs, Philips has also made great achievements in other consumer electronics fields. In the first half of 2004, Philips' DVD recorders achieved a 30% share of the Chinese market. Philips mobile phones have always been famous for their "long-lasting power" and are rated as the "King of Standby" by consumers. The latest Philips color screen long-lasting mobile phone has a standby time of up to one month. Philips monitors achieved good results last year with 1.9 million units sold. In October this year alone, it sold nearly 200,000 units, breaking its own record. A variety of new concept products have been launched one after another, such as a TV that is integrated with a hard drive and can record programs at will, and a 5+1 speaker that can be connected wirelessly. These have brought unprecedented impact to the field of consumer electronics. As early as November 2003, Philips President Ke Cilei stated at the "Global Leadership Forum" that China's open policy and sustained economic development have made Philips determined to double its sales in China in the next four years, and consumer electronics will grow. Main force. This year, Ke Cilei visited China four times a year and attended the launch ceremony of Philips' 2004 flagship home entertainment product. The appointment of Philips Consumer Electronics China general manager Guo Liwei marks a historic improvement in Philips Consumer Electronics China's global strategic position and the full launch of Philips China's new strategy.
The hot sales of Philips TV series not only drive the overall development of Philips China's consumer electronics, but also attract great attention from the industry. However, Philips assessed the situation and quickly determined that flat-panel TVs would become the development trend of China's color TV market. Taking effective strategic measures in a timely manner may be a focus worth learning from. The flat-panel TV with a simple taste coincides with Philips' new brand strategy with "senseandsimplicity" as its core. The coincidence of the two determines that Philips will definitely show its talents in the era of flat-panel TVs, and Philips will also regard flat-panel TVs as one of the most important positions for competition in the Chinese consumer electronics market.
Flat-panel TVs are just a key piece on the Philips consumer electronics chessboard. After strategic transformation, Philips has clarified the three major areas of "home entertainment", "personal expression" and "efficiency leadership" in the entire consumer electronics field. theme. In terms of home entertainment, we use color TVs, DVDs, etc. as carriers to provide consumers with more novel and unique experiences; in terms of personal expression, we focus on self-improvement in the functions and styles of fashionable electronic products such as mobile phones and MP3s; in terms of efficiency leadership, We strive to make computers, projectors and other products easier to use. However, only timely and excellent strategies are not enough to build Philips' leading position in flat-panel TVs and even the entire consumer electronics field. Philips' huge advantages in technology and products have further laid a solid foundation for its successful performance.