Through the channel transformation foundries how brand managers

Forget that as "the world's largest display and LCD TV OEM manufacturers" of the AOC it, Dell Inspiron 6000 Battery it transformed itself into a brand like Samsung, as the operator.

In fact, it has proved itself in the display area is a good brand operators, largely thanks to the acquisition of the Philips display business. In 2005, it acquired Philips OEM factory, Philips took over in 2008 and comprehensive range of personal computers in the global display business. Making it a foothold in the high-end market.

Now to the TV time - TPV has eye on Philips TV. It also wants to prove himself in the LCD TV.

August 21, TPV, a wholly owned subsidiary of Edmund Holdings Limited (Edmund) and Philips entered into a letter of intent, according to the agreement, TPV will take over the Philips brand TV set China (not including Hong Kong, Macao and Taiwan) procurement, distribution, marketing and sales.

The agreement is for five years, subject to government approval, is expected to be signed by the third quarter of 2010 and the implementation of the fourth quarter. Under the agreement, TPV will exclusively use the Philips trademark in China to carry out TV service.

Including this message, including all information in the display, AOC LCD TV is the implementation of an ambitious development plan, and acquisition of Philips TV business, which is a key step, TPV thus found a cut into the mainstream TV market breakthrough. It is hoped that the Philips brand to help it monitor the market for similar kind of success.

Although the TV and monitor market is already well-known low-profit market, but with little profit compared to foundry and brand value of the AOC still has a hard to resist the temptation.

Five years for a company started with three acquisitions, look TPV indeed feel the Philips to bring their own value.

Even relying on very low Yahuo and unique marketing tools, AOC capture the hearts and HP F4809A F4812 battery minds of a large number of agents, once shipped more than market leader Samsung. But in the high-end market, AOC is still untold breakthrough.

The acquisition of a high-end brand to become the best of Xuanze TPV, which not only can Liyong TPV Zaidaigongchang the advantage, Xiangdi the Pinpai the production cost, increase the volume, even the latter can be Jie Zhu Cheng Shu of the channel, improving the AOC among the first-line branding opportunities.

In this way, Philips vision into the TPV. TPV 2005, according to the third quarter earnings, the acquisition of Philips factories OEM business, the AOC not only make the business profitable within 25 days, and with advantage before the channel Philips, AOC has also improved rapidly in the Tier visibility.

"Last year's volume to achieve 21 million units, 260,000 units expected this year. AOC has now accounted for 35% of my sales." Li Zhengzheng Huaqing Enterprise Development Co., Ltd. is the chairman of the board, prior to Philips in Shanghai The agent, now on behalf of AOC General in Shanghai, he said, AOC brand has become increasingly strong.

There is no doubt, AOC and leveraging each other increase Philips and Samsung, TPV displays giant competition weight, Edmund AOC director of China market in the receiving section of literature in June, "First Financial Weekly" interview, even its analogy to "the relationship between Lenovo and IBM."

This success encouraged the AOC, it began to try to Philips TV also won. At this point it is in the LCD TV display problems with the current problems facing the same: the low end of its own brand opened up the situation, HP Pavilion dv7 battery the urgent need for a high-end brands to boost market performance.

In fact, compared with the displays, AOC LCD TV market in the demand for high-end brands even more urgent, this is a more "hard chew" market.

April 23, 2010, Edmund said one line of access to a computer and LCD TV industry. But as early as 2004, AOC had to market the brand color television sets, was selected as the main sales channel medium and large appliances, because of poor sales in the low-key since become. In order to reverse the situation, even in 2007 it hired its Konka flat from the operations center, general manager of Dan, and entrusted with the Asian consumer electronics general manager position, solely responsible for the largest TV brands AOC AOC's development.

TPV appears in the rural market has not monopolized by several large home appliance chain, but closer to the traditional channels like display, which is familiar and good management of AOC channel type, profit margins are relatively easy to control.

Therefore, TPV announced ambitious "plan of urban and rural green", that is, 2013, 34 market, "Green Leaf shop" will reach 15,000, the basic coverage in rural markets, so that all county have green leaves shop.

Relatively low profit margins in consumer electronics, Philips has therefore become the preferred stripping business. Although the professional research firm DisplaySearch, according to statistics, the first quarter of 2006, Philips Consumer Electronics Business in the LCD TV business, the market share of 13.9% is still topping the list.

Before the basis for cooperation with Philips, as well as the desire for high-end TV brands have to become Philips TPV ideal candidate.

For details of this cooperation, AOC TV business head to the ground now in HP pavilion ZV6000 Battery its quiet period, rejected the "First Financial Weekly" interview requests. A source close to senior sources, the acquisition will be how to use the Philips TV brand, will be announced later in the week.

"Now the main clients AOC TV or in hotels. Only 10% of its sales." Lizheng Zheng said, AOC TV, good quality, but the brand did not come out, its acquisition of Philips as a brand can be upgraded All along, Philips TV can sell higher price than the AOC.

However, Philips and the AOC as to form as the display market channels in the brand and leveraging each other's strengths is not easy.

Since 2006, the company's relatively weak start to the Philips TV negligent in the design of research and development, advertising and channel Distribution Issues. Philips TV services have deteriorated significantly.

Moreover, compared with the monitor, TV is taking a completely different other channels - Gome, Suning Appliance stores such. This is not before the AOC would like to turn into the channel, on the rules of the game here, not entirely familiar with it.

Moreover, the intensity of competition, the LCD TV is worse than than the display market. LCD TVs during the first half of this year is unprecedented fierce competition. Sharp, Samsung and other LCD panel master the core technology of foreign brands into the price war initiator of the most powerful, even a 32-inch Sony LCD TV Prices transferred to 2,999 yuan.

In reaching the acquisition of Philips before the intention of China's TV business, Edmund met the global president of paragraph Zhenhua "mainstream LCD TV brand" of the topic always circumspect. Even if the acquisition is completed, he still has reason to be cautious, after all, from the transformation of the world's largest contract manufacturer Dell Latitude D610 Battery of consumer electronics giants like Samsung, TPV is just the first step.