| In recent years,China’s industry has been upgrading faster and faster,and the home appliance industry has sprung up.A large number of home appliance companies such as Haier,Midea and Gree have grown and started to compete with traditional home appliance giants such as Siemens,Samsung,Sony and Panasonic on a global scale.In 2019,China’s total export of home appliances was 70.92 billion U.S.dollars,creating a trade surplus of 66.3 billion U.S.dollars,and it has grown into an important industry for exporting foreign exchange.As the fastest-growing emerging market within ASEAN and a consumer population of nearly 100 million,Vietnam will naturally become a key market for global home appliance companies.In recent years,the size of the Vietnamese home appliance market has continued to grow.According to data from the German-based survey company GFK Asia,the total sales of home appliances and electronic products in Vietnam in the first three quarters of 2018 were 14 billion yuan,of which the sales of major home appliances exceeded 2.5 billion yuan.Vietnam has 70 refrigerators per100 households and 25.3 air conditioners per 100 households,which is equivalent to the level of Chinese cities and towns in 1996-1999,and there is huge room for growth.At present,the Vietnamese home appliance market is dominated by Chinese,Japanese and Korean brands,including Panasonic,Haier,Sharp,Midea,LG,Toshiba,etc.The study of the Vietnamese home appliance market is of great significance for the overseas market development of Chinese home appliance companies and at the same time cultivating the development of the Vietnamese home appliance industry.This article takes Haier Electric as an example to study the transnational business strategies of Chinese home appliance companies in Vietnam,and provide reference for business strategies for Chinese home appliance companies to enter the Vietnamese market.This article is mainly based on the enterprise multinational management theory,PEST model,SWOT model,in-depth research on the political,legal,economic,social and cultural,technological and natural environment opportunities and challenges faced by the development of Vietnam’s home appliance market.At the same time,it specifically analyzes the advantages and disadvantages of Haier’s internal development.Through the SWOT model,formulate Haier’s multinational business strategy matrix in Vietnam.Finally,the SWOT four-and-a-half-dimensional coordinates were constructed to make the final strategic choice for Haier’s operations in the Vietnamese market.According to the research results,the preferred strategy for Haier Group’s future development in Vietnam is diversified business strategies(ST strategy),namely: developing the Vietnamese e-commerce market;diversifying market sales channels;increasing sales cooperation with local enterprises;and building local brands in Vietnam.The basic theory of this research is mature,and the research questions have strong practical guiding significance.It can provide a solid analysis framework and a more scientific decision-making reference for Chinese home appliance companies to explore the home appliance market in Vietnam and ASEAN;it can also provide formulation for the Vietnamese government to attract investment.Policy reference. |
