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小米如想成功國際化,應該借鑒這5家中國公司的經驗!

小米如想成功國際化,應該借鑒這5家中國公司的經驗!

Scott Cendrowski 2016-07-04
國際化絕非易事,小米還有很多功課要做。

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中國的工廠以生產低價產品聞名。說得不好聽點,就是中國企業的成名是因為以低廉的價格仿制了成功的外國品牌產品。

這正是中國智能手機制造商兼互聯網公司小米面臨的一大挑戰。為中國消費者生產出便宜時尚的智能手機給小米帶來了早期的成功,也使小米成為全球最有價值的私營初創公司之一,估值達450億美元。但是,小米的產品缺乏創新,這妨礙了它成為全球大品牌。盡管最近小米的海外銷量達到了9%,但是分銷問題和知識產權屏障使其很難擴展海外業務。

那么,小米該向(為數不多的幾家)產品和服務廣銷海外的中國公司學習些什么?有5家企業值得小米借鑒,它們都入選《財富》世界500強,2015年的營業收入都不低200億美元。

它們是:

In the business world, Chinese factories are famous for making inexpensive goods for foreign-owned companies. And Chinese companies are famous, in a less complimentary way, for making inexpensive near-imitations of more successful foreign brands.

That’s part of the challenge facing Xiaomi, the Chinese smartphone maker and internet company. The early success of its inexpensive, stylish smartphones with consumers in China helped it become one of the world’s most valuable private startups, with a $45 billion valuation. But as?Fortune?reports in a feature this week, Xiaomi’s lack of innovative products has held it back in its effort to become a global power. While Xiaomi currently gets about 9% of its sales overseas, distribution problems and intellectual property hurdles could make it hard to expand its global business.

So what could Xiaomi learn from the (relatively few) big Chinese companies that sell their own goods and services widely abroad? These five examples, all Fortune Global 500 members with at least $20 billion in revenue in 2015, offer a few clues. Among the lessons they impart: It helps if you’re selling something that people in foreign markets really need. And if you don’t have standout products of your own, sometimes the key to growth is to buy someone else’s.

1 聯想(Lenovo)

2015年營業收入:667億美元

海外營業收入占比:73%

聯想在全球市場的擴張得益于收購了兩家總部位于美國的企業。2005年,聯想購買了IBM的PC操作系統。2014年,又從谷歌手中購買了摩托羅拉手機業務。聯想現在頂著“世界最大PC制造商”這一頭銜,盡管這么說存在疑問。

2015 Revenue: $66.7 billion

Revenue share from outside China: 73%

Lenovo’s global reach rests on two acquisitions of U.S.-based businesses. It bought IBM’s personal-computer operations in 2005, and in 2014 it bought the Motorola handset business from Google. Lenovo’s smartphone unit has struggled, and the company now holds the dubious honor of being the world’s largest PC maker.

2 華為(Huawei)

2015年營業收入:629億美元

海外營業收入占比:55%

華為在歐洲和拉美地區已經是個家喻戶曉的名字了,這都得益于其智能手機、無線網絡以及對英國足球俱樂部阿森納(Arsenal)的贊助。然而,美國出于國家安全考慮,依然對這家總部位于深圳的公司在美國的市場擴張活動實行限制。

2015 Revenue: $62.9 billion

Revenue share from outside China: 55%

Huawei is practically a household name across Europe and Latin America thanks to its smartphones, wireless networks, and sponsorship of English soccer club Arsenal. The Shenzhen-based company remains effectively blocked from expanding in the U.S., _however, over national security concerns.

3 中國電力(Power China)

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2015年營業收入:430億美元

海外營業收入占比:25%

中國電力是一家建設水電站大壩和發電廠的國營企業,從巴基斯坦到老撾都有其工程項目。核能和風力發電也是中國電力的投資領域。它的服務已經成為中國通過軟實力影響發展中國家的一種途徑。

2015 Revenue: $43 billion

Revenue share from outside China: 25%

This state-owned maker of hydropower dams and power plants has projects in countries from Pakistan to Laos; nuclear energy and wind-power projects are also part of its portfolio. Its services have become a way for China to extend its soft power abroad in developing countries.

4 美的(Midea)

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2015年營業收入:222億美元

海外營業收入占比:36%

美的是中國最大的家電制造商,其空調和冰箱銷往包括美國和墨西哥在內的多個國家,被視為一家高品質的中國白色家電品牌。美的競爭對手之一——海爾,最近與美國通用電氣簽署了合同,收購后者的家電業務。

2015 Revenue: $22.2 billion

Revenue share from outside China: 36%

China’s biggest manu_facturer of consumer appliances sells air con_ditioners and refrigerators in the U.S., Mexico, and elsewhere. It’s con_sidered a high-quality white-goods maker in China. One of its Chinese competitors, Haier, recently agreed to buy GE’s appliance business.

5 萬洲國際(WH Group)

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2015年營業收入:212億美元

海外營業收入占比:71%

中國國營企業雙匯集團在2013年收購史密斯菲德食品公司之后,更名為萬州國際,并在香港證券交易所上市。現在,它已成為世界頭號豬肉產品加工企業,營業收入遠遠超過諸如荷美爾和迪恩這樣的美國肉類產品加工公司巨頭。

小米首先需要提高它的創新能力,生產出海外市場正需要的產品,如果拿不出好的產品,收購或許提升公司競爭力的最佳選擇。上述5家公司國際化的成功,靠的就是這兩樣。 (財富中文網)?

譯者:劉偉義

2015 Revenue: $21.2 billion

Revenue share from outside China: 71%

After buying Smithfield Foods in 2013, mainland China’s state-owned _Shuanghui changed its name to WH Group and listed itself on the Hong Kong stock exchange. It’s now the world’s dominant pork processor, far larger by revenue than U.S. meat-packaging giants like Hormel and Dean.

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