c*******2
发帖数: 617 | 1 大意：
某中国企业在关税重压下关闭了两家分厂。
拼多多出手， 帮助这家扫地机器人企业从单纯OEM出口西方贴牌产品（菲律普， 。。
）但仍旧失去美国市场来
发展自有品牌， 在中国销售。
10亿人的市场。计划关闭的两家分厂重开， 再开三家新厂。
SHENZHEN, China/SHANGHAI (Reuters) - For over a decade, manufacturer
Matsutek plied away at building its business with big Western brands,
supplying firms such as Philips (PHG.AS) and Honeywell (HON.N) with products
made in its Chinese factories for the U.S. and other overseas markets.
FILE PHOTO: Employees work on the production line of a robot vacuum cleaner
factory of Matsutek in Shenzhen, China August 9, 2019. REUTERS/Jason Lee
That strategy paid off, helping it grow into the world’s second-largest
maker of robotic vacuum cleaners. But then, the Taipei-headquartered firm
became one of the many corporate casualties in the escalating trade war
between Washington and Beijing.
Sales of Masutek’s products in the United States plunged by a fifth last
year in the wake of 25% tariffs on Chinese goods, forcing it to shut down
two of its 11 assembly lines - all located in mainland China.
Already disenchanted with the U.S. market after a legal battle with rival
iRobot Corp (IRBT.O) in 2017, the tariffs were the last straw and in
December Matsutek switched its focus to its own “Jiaweishi” vacuum
cleaners - promoting them on Alibaba’s (BABA.N) Tmall and Pinduoduo’s (PDD
.O) e-commerce platforms.
Although the brand was created in 2015, Matsutek had until then not done
much with it.
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“This was our wake-up moment. We realized we couldn’t rely on overseas
markets alone, rather we should build our own brands in China,” Terry Wu,
general manager of two Matsutek units in Shenzhen, told Reuters.
The trade war is proving to be a turning point for the countless Chinese
original equipment manufacturers (OEMs) that supply products to Western
firms to rebrand and sell, and on whose backs China has built up its
reputation as the “Factory of the World”.
For some like Matsutek, it has triggered a major strategic rethink, while
for others that have been developing brands aimed at the Chinese consumer,
it has prompted them to step up those efforts.
“Being an OEM is like being a peasant counting on a good year of rain. Why
shouldn’t we build our own brands, lower the price a bit and offer products
that have the same quality as foreign brands,” Wu said.
Indeed, for China-based companies heavily exposed to the U.S. market, it is
one of their few strategic options aside from shifting some production to
other countries - a tactic that is also gaining momentum.
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Longer term, the greater impetus for Chinese companies to more aggressively
develop their own brands is expected to spell fiercer competition for big
foreign companies.
“Chinese companies that used to be business partners and suppliers are
becoming rivals,” said Jason Ding, partner at consultancy Bain & Company,
adding that foreign brands in the Chinese market will have to step up their
game.
E-COMMERCE PUSH
Anhui Deli, a maker of wine glasses and other glassware with annual revenue
of 800 million yuan ($113 million), has also been hit hard by the trade
tariffs.
“The U.S. was our main growth market until this year but due to the trade
war, clients have become hesitant to put in an order, and many orders from
the U.S. have been canceled,” said Cheng Yingling, the company’s marketing
director.
Additional tariffs that went into effect this month will bring the levies on
Chinese glassware to 40% - a big hit to the industry, he added.
Slideshow (18 Images)
E-commerce sales at home, however, have helped offset some of that pain.
Recently teaming up with Pinduoduo, sales of a new glass container have hit
more than 50,000 a month - around three times more than what a similar
product would sell through stores.
It has also decided to open a factory in Pakistan, which is expected to
start operating in January. But transferring output to other countries takes
time and can be fraught with risks.
Both Matsutek, a smaller firm that made 500 million yuan in revenue last
year, and Shenzhen MTC Co, a supplier of TVs to Walmart Inc (WMT.N) under
the Onn brand with 13 billion yuan in annual revenue, spent months exploring
a shift of some production to Vietnam.
But they gave up after U.S. President Donald Trump’s administration
threatened in June to add the Southeast Asian country to its tariff list.
MTC, which bought the rights to the JVC brand in China in 2017, has also
started to work with Pinduoduo.
Prompted in part by the trade dispute, the e-commerce firm is wooing
companies which want to quickly expand in the domestic market with a program
launched in December that provides consulting services on product
development. It also promises to share data and provide ad time.
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“Pinduoduo reached out to us and said they want to have a manufacturer-to-
consumer business model. Considering they are doing very well in lower tier
cities and have fewer partners in home appliances (than other e-commerce
firms) we decided to work with them,” said David Fang, vice president of
MTC.
Matsutek’s Wu said the firm’s new focus on the China market has been a
huge success, and it has sold more than 100,000 robotic vacuum cleaners
under the Jiaweishi brand. It plans to reopen the two assembly lines it shut
down and add three more by early next year.
“We think there are great opportunities in China. The penetration rate of
robotic vacuum cleaners in the U.S. market is 17%, while in China it’s only
1.5%,” said Wu.
“At the end of the day, there are more than 1 billion people here. |
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