In recent years, Samsung has been constantly proposing localization. Samsung’s Chinese executives have repeatedly reminded us when they communicate with the outside world: We are Samsung of China, not Samsung China. China is another local market for Samsung. We have to contribute to China. This is Samsung's goal. Samsung's China Localization Strategy A senior executive of Samsung Group in Greater China said in a public speech in June this year that within China's Samsung, employees are required to communicate in Chinese, and he can basically do so without translation. Can communicate with the Chinese. Some media commented that it is not difficult to see that at almost all levels that can be perceived by the outside world, Samsung wants to behave more like a local Chinese company, which is in line with the management of Apple China, which has never appeared in front of the Chinese media. Compared, it seems a lot more intimate. Increasing the emphasis on the Chinese market seems to have become the consensus of the Samsung Group. A relatively clear evidence is that this time Samsung's new products will be launched simultaneously in China for the first time. In the United States, Germany and Beijing, China, the fourth generation of the GALAXYNOTE series will be launched simultaneously. Prior to this, the time to market for new products in China was always two weeks to one month. What is expected is that recently Samsung Electronics CFO Li Xiangxun said in an interview with Chinese media that Samsung Electronics has launched a listing plan in China and has prepared for the plan for five years. He hopes that after Samsung's listing in China, Samsung can be bundled with the interests of the Chinese people and become a Chinese people's enterprise. He believes that conservatively, 1.3 billion Chinese people should have 60 million people willing to buy shares in Samsung Electronics. This number has exceeded the total population of 50 million in South Korea. But as of now, Samsung has not yet given a listing schedule. It is understood that at present, 23 companies of the Samsung Group have entered China, with more than 120,000 employees in China, accounting for 30% of the global total. Samsung Electronics has 13 factories, 7 R&D centers and 1 design center in China. There are 7,000 domestic R&D personnel, of which 4,000 have joined Samsung in the last three years. In 2013 alone, China Samsung established three new research institutes in Shenzhen and Xi'an. It turns out that China is the base for Samsung's export processing trade, and now the system of integration from design, research and development, production and sales has been transferred to China. In the previously lost LED field, Samsung Electronics' LEDs are close to natural light, with high light color, high light efficiency and high reliability. It can help customers achieve better creative and better LED lighting applications. With its cost-effective advantages, it helps customers reduce overall costs. As such, Samsung Electronics LED lighting components are widely welcomed in China. Wang Hao, the newly-ranked Chinese executive who has recently entered the core leadership of Samsung Group and is currently the highest level in Samsung, said in an interview with the media earlier this year that the Chinese market is not a distant emerging market in the future, but the most important thing in the moment. One of the markets. He also admitted that early Samsung also regarded China as an emerging market, and did not expect to develop so rapidly. Within Samsung, Zhang Yuanji, president of Samsung Group Greater China, asked employees to communicate in Chinese. He believes that this can improve work efficiency. The executive from South Korea can basically communicate with the Chinese without translation. This is a lot more intimate than the management of Apple China, which has never appeared in front of the Chinese media. It's not hard to see that at almost all levels that can be perceived by the outside world, Samsung wants to behave more like a local Chinese company, which is rare in multinational companies of the same size. Due to the thorough localization, Samsung’s policy and market research on China is also clearly ahead of its peers, and it benefits in essence. Samsung LED's differentiation in China After a few years of self-cultivation, Samsung LED, which has not been opened up in the Chinese market, has begun to recover. Now it has returned to the Chinese market, with the intention of increasing the demand for LED lighting. The strength of the layout of the Chinese market. According to the data, SAMSUNGELECTRONICS, which was established in March 1938, is the largest company in Korea and the largest and leading company in the international market. Sales of LCDTV, LEDTV and semiconductors are among the highest in the world. In recent years, based on the successful experience in the LED TV backlight market, Samsung Electronics has launched a variety of LED lighting components to meet customer needs while working on the development and innovation of LED lighting components. On January 29, 2014, Samsung Electronics released the latest COB series products, which once again enhanced the COB family's luminous efficiency to the highest level in the industry. Since the first half of this year, Samsung LED has successively entered into strategic cooperation with Zhongshan Songwei Lighting, Panjin Zhongyue Optoelectronics and Shenzhen Rishang Lighting after holding hands with Wuyuan Lighting and Zhouming Technology (300232). China is one of the most important LED markets in the world. According to statistics, the output value of LED lighting applications in China has reached 157.6 billion yuan in 2013. In 2014, indoor and outdoor LED functional lighting continued its explosive growth trend in 2013. As the leader of the electronics industry, Samsung will naturally not give up this huge business opportunity. As one of the important measures for Samsung LED to break through the Chinese market, on June 27th, Chinese business delegation visited Samsung LED headquarters, and 25 companies established a green declaration, aiming to strengthen mutual cooperation and promote green lighting through mutual benefit and common growth. . In recent years, Samsung has begun to invest in the field of LED lighting, investing a lot of manpower and material resources. However, since Samsung LED Co., Ltd. entered the LED industry after its establishment in 2009, it has not entered the Chinese market very well due to market decision-making and other issues. The Chinese market has given Samsung LED breadth, but unfortunately Samsung LED has not been able to do a good job. After missing the best opportunity to open the Chinese market, the original Cree executive Tang Guoqing took office as the general manager of Samsung LED China in 2013, and Samsung LED began to appear frequently in the industry. In the past, the problem with Samsung LED was that it could not fully understand and fully penetrate the Chinese market, and more was to cooperate with Japan, South Korea and the United States. However, with the gradual maturity of domestic LED technology, China has become the world's leading producer and consumer of LED products. The Chinese mainland market has naturally become one of Samsung's most important markets. Park Bingjia, general manager of Shenzhen Weidele Trading Co., Ltd., one of Samsung's LED agents, said that Samsung LED is in production in China, and more than 90 products are produced in China. In addition to being more suitable for market demand, the cost will also be Have certain advantages. All of this shows that Samsung is making every effort to enter the Chinese market. With the continuous strengthening of cost control and technological progress, some domestic manufacturers have begun to show increasing advantages in terms of price. In order to maintain and increase the market share in the Chinese market, Samsung LED will inevitably face the double competitive pressure of international and domestic manufacturers. To increase China's market share, it needs a new positioning and a sufficient understanding of the market. As a rising star in the Chinese mainland lighting market, Tang Guoqing is confident that Samsung LED can be built up later. There was a person in charge of the procurement of LED lighting enterprises in the East China region. On the one hand, the competitive price advantage of Samsung LED products is not obvious. At the same time, the price has not improved correspondingly; on the other hand, Samsung’s product line has been It is not so comprehensive. In response to the above problems, after Tang Guoqing took office, he repositioned the development direction of its lighting devices, and made adjustments to the product line planning and price positioning of the devices. He also proposed that Samsung LED will realize the two wings of medium-power and high-power LED products in the Chinese market, and promote unpackaged chips and COB series, and the products will shift more from backlight to LED lighting market. Tang Guoqing once said: This year there is no gold wire package. Unpackaged chips will indeed bring touch and business opportunities to packagers, and Samsung is gradually bringing this technology to market. Park Bingjia revealed that Tang Guoqing has increased cooperation with Chinese manufacturers after he took office. A series of new products are waiting to be launched. The main direction is high-power and high-efficiency products. No packaging will be the mainstream. The author noticed that after years of rapid development in China's LED lighting industry, price wars in the market are not uncommon. Tang Guoqing's attitude is very firm: low prices can't last long. After years of rapid development of China's LED lighting industry, the price war has seriously disrupted the entire market. The price war has been problematic, and the core competitiveness is fundamental. It is right to give profits to consumers. Although the development of technology can bring a certain price reduction space, it can not be lower than the cost. Every business is profitable. Tang Guoqing said with a smile, like Jingdong's practice of spreading the face and lowering the price is not suitable for small businesses. Now the basic price is lower, the market is bigger, and the company acts as an agent. But at the same time, he also believes that although the unit price is very important, Samsung does not rely solely on price to win, mainly to increase market share with new products that are more suitable for the Chinese lighting market. Some insiders believe that Samsung LED is now in a position of low and low, and missed the golden age of entering the Chinese market in the past few years. Now Samsung LED urgently needs to find a good breakthrough to open the market and increase market share. According to their analysis, Samsung LED's choice to cooperate with some small but relatively distinctive companies such as Songwei Lighting may also indicate that Samsung LED will carefully select market segments and take a differentiated route in the future. Samsung reorganized to attack China's LED lighting market. Now Samsung is not only facing the problem of increasing tax revenue. In May this year, Li Jianxi, president of Samsung Electronics, the world's largest smartphone manufacturer, suffered from myocardial infarction and caused heart failure and was admitted to hospital for treatment. At the same time, Samsung’s core mobile business growth slowed, and the company’s first-quarter operating profit fell for the first time in more than three years. Li Jianxi’s health has caused concern about Samsung’s and even the entire Korean economy. According to calculations, according to South Korea's 50 highest estate tax rate, Li Jianxi's only son Li Zaiyu and his two sisters may need to pay about $6 billion in inheritance tax. According to statistics, the overall net profit of Samsung’s fiscal valve in 2013 was 24 trillion won, a decrease of 18. from the previous year. Prior to this, Samsung Group announced that it would completely eliminate the phenomenon of subsidiary chain holdings before 2016, with Samsung Life and Samsung Electronics. Samsung Properties has completely reorganized 74 subsidiaries. Bank analysis, when the overall profit of Samsung Chronicle began to decline, it is ready to eliminate the phenomenon of subsidiary chain holdings, but now due to the high inheritance tax, this plan is likely to be implemented in advance. And after the reorganization of the Samsung chaebol, there may be greater expectations for profit growth! In China's LED lighting market, similar to other major international companies, in order not to miss the opportunity of the rise of China's LED market, Samsung LED is now working with domestic manufacturers to understand and penetrate the Chinese market faster and better, and to enter the market. China has clear strategies and clear goals. Tang Guoqing revealed that Samsung LED has only signed cooperation agreements with less than ten companies so far, and signing agreements is only a form, and more importantly, instilling a concept of promoting green lighting, indicating the determination to do a good job in this industry. It will never sign an agreement with the international giants and domestic companies in the past. At the beginning of the storm, most of them end up with a fading out of sight. China's LED lighting industry is now slowly moving forward in low prices and mergers and acquisitions. However, in terms of patent technology, core technology is missing. In the face of this phenomenon, Tang Guoqing has always emphasized mutual benefit and win-win, sharing products with customers and maintaining good with their peers. This industry. He believes that entrepreneurs must be responsible for their responsibility. First, they must be responsible to consumers, let consumers know more about LED lighting, and do not have negative impact on LEDs. Second, they must be responsible for their own industries and do their best to maintain the industry. Do more good things. At present, the domestic LED device market is not only Samsung with reciprocal slogans, but also international giants such as Osram, Philips and Cree. How to infiltrate the process from domestic companies such as National Star, Hongli and now due to equity issues The overall decline of profits, such as NVC and other domestic first-line manufacturers to seize the advantage, will also be another big problem that Samsung LED will face. In the face of these two problems, Samsung can only rely on the excellent brands and deep technology accumulated so far. However, how to skillfully avoid weaknesses will be the new direction for Samsung LED to consider next? Editor's summary: Samsung plans to list in China, and exerts its strength in the Chinese market. It has officially become China's Samsung. This will not change the future development of China's diversified market structure. But as Samsung used to be.
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