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我曾有幸为国外和国内知名家电企业做长时间的咨询,对这个市场较为熟悉。早在几年前我就认为:跨国公司短期不可怕,但中长期却会变成十分难以对付的竞争对手。原因很简单,跨国企业刚刚进入中国时,虽然拥有雄厚的资金和技术力量,却不可能在太短的时间里适应中国的消费者、市场习惯、中国企业的非国际化的竞争方式。同时,适合其企业的本土人才的培养、品牌在中国的推广和知名度的提高、销售网络的建立都需要三到五年的时间。
I was fortunate enough to consult domestic and foreign well-known home appliance companies for a long time, more familiar with this market. As early as a few years ago, I thought: MNCs are not terrible in the short term, but they will become very difficult competitors in the medium and long term. The reason is very simple. Although MNCs have just entered China, they will not be able to adapt to Chinese consumers, market habits and the non-international competitive mode of Chinese enterprises in too short a time, despite having abundant capital and technical strength. At the same time, the training of local talents suitable for their businesses, the promotion of brands in China and the improvement of their popularity, the establishment of a sales network will take three to five years.