Research On The Home Appliance Enterprises Internationalization Strategy

Chinese enterprises have been abroad for a long time,emerged a large number ofinternational companies as Huawei, Lenovo, Haier. This effectively enhance thevisibility of Chinese enterprises overseas. Chinese home appliance industry is a highlycompetitive industry, making several companies powerful and take a lead in theinternationalization process. Going along with the high voice of going out in recentyears, a lot of research on the internationalization of the home appliance enterpriseshave been carried out, and considerable achievements have been achieved. Haier,Gree and Galanz are three typical Chinese home appliance enterprises, they are notonly leading home appliance companies domestically, but also lead in the process ofinternationalization with remarkable achievements overseas.The recently held third plenary session of the eighteenth central committee alsoissued information on promote opening policy, the Plenary Session pointed out, withthe new situation of economic globalization, we must promote the internal opening topromote mutual introduction and go to a better combination. Currently, worldeconomic recovery is slow, the global economic landscape is changing, multi-polargame complexity intensifies, the focus of global economic are transferring from westto east. In this context, internationalization is ont only an inevitable road of China’seconomic rise, but also a necessory way to stregthen Chinese companies.Since Haier invested in Jakarta in1996, Chinese home appliance enterprisesbegan its internationalization process, until now, Chinese home appliance enterpriseshave invested more than50overseas factories. However, compared with largemultinational home appliance enterprises, Chinese enterprises still lags far behind.There are also a variety of problems in the process of internationalization. Chinesehome appliance enterprises lack influential global brands and core technology, lowprofits, at the bottom of the production chain and value chain. In addition, Chinesehome appliance enterprises are relatively poor profitability. To compete in the globaleconomy, a very important point for Chinese home appliance enterprises is that thechoice of internationalization strategy.This article firstly analyzes the current situation and environment in theinternationalization of chinese home appliance enterprises.Then compare theinternationalization strategy of Haier, Gree, Galanz,identify its differentinternationalization paths, and analyze their successes and failures. This article wantto give some counter measures and suggestions to other home appliance companiesthat conduct internationalazition operations.