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餐桌上的世纪悬念“隐形”LG:稀有新产品发布销售急剧下滑|LG|LG电子|家电新浪科技

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    新的酷产品是第一次免费试用,有很多高素质的人分享他们独特的生活体验。来到新浪进行公开测试,体验所有领域最前沿、最有趣和最有趣的产品。下载客户端也可以获得独家优惠!本文摘自《北京商业日报》、《北京商业日报》的记者史飞跃的《看不见》LG,它曾经有过一种高涨的情绪,似乎“看不见”。中国上次推出超高端产品已经两年了,但此后,国际知名企业在中国家电市场基本消失,几乎没有新产品问世。布料销售量急剧下降。LG家电的现状实际上是中国市场上大多数外国家电品牌衰落的缩影。由于中国家电消费市场的白热化和激烈竞争,许多外国家电在第一线市场的竞争力已经下降,从过去的市场领导者变成了辅助者和替代者。未来,我们可以依靠差异化来突出包围能力。为了生存,否则我们只能撤退或改造。近年来,LG,曾经与三星并称为韩国双雄,已经进入了下滑。目前,LG电子几乎所有的电子电气业务都已挤出中国主流市场。虽然一些企业仍然出现在一些市场上,但他们的销售并不令人满意。根据IDG、Ovid Cloud和其他数据组织的数据,LG电冰箱和洗衣机的市场份额已经从前十名下滑了。来自《北京商业日报》的记者在北京东商城看到,有数以万计的LG冰箱评论和数以千计的流行产品评论。剩下的产品评论只有几百甚至几位数字,而海尔冰箱则对“爆炸性产品”和大多数其他产品的用户有成百上千的评论。它们有几万种,它们之间的差距相对较大。尽管LG电子中央空调营销总部总经理裴继润在2012年否认空调业务已退出中国市场,但他表示,LG在中国的空调业务已逐渐从家庭转向高端。商业区。然而,北京商业日报的记者访问了北京的许多家电商店,并被告知“没有LG空调销售”。此外,在网上,LG京东旗舰店没有空调产品出售,只有少数第三方店仍在销售LG空调,LG天猫官方旗舰店也没有空调产品。LG电视在中国市场也被边缘化了。它的销量远远低于海信和天华等本土品牌,与国外品牌如三星、夏普和索尼相比,已经失去了优势。根据益康5月中旬的离线数据,LG电视在零售和零售销售中所占的份额正在急剧下降。根据中益康的数据,5月份LG电视在中国彩电离线市场的零售份额仅为0.55%,比去年同期下降61%,而零售份额仅为1.1%,比去年同期下降53%。值得注意的是,尽管5月份几乎所有电视品牌的零售额和零售额都同比下降,但LG的下降幅度在中益康统计品牌中是最大的。即使在LG主导的有线电视行业,中国的市场排名也落后于Skyworth和索尼。据统计,OLED电视零售额占市场总额的0.76%,其中Skyworth占0.28%,索尼占0.29%,LG仅占0.07%。从截至5月份的年度累计结果来看,与5月份的结果基本一致。《北京商业日报》的一位记者致电LG电子中国,想进一步了解LG电子在中国市场的表现,但没有收到任何回复。行业和经济观察家、指甲科技总编辑丁少将直截了当地说:“除了OLED核心技术和电视领域的面板资源之外,其他家电企业也缺乏核心竞争力。”看来,LG确实已经被边缘化了。三星和LG多年来创造了韩国消费电子产品的辉煌,包括在中国市场,LG空调也取得了第一批销售外国品牌在中国空调市场。但在过去两年中,LG电器在中国市场几乎听不见。上个月,LG电子发布了一个新的高端品牌,LGOb.,但没有在中国召开会议。家电分析师梁振鹏认为,LG家电在中国销量下滑的原因在于,LG家电品牌在过去由于低价、低质量、低端策略而失去了声誉。当LG家电刚刚进入中国市场时,他们通过与国家品牌的价格战来增加市场份额。此外,梁振鹏指出,在中国和欧美市场销售的LG家用电器不同,LG家用电器的质量和做工都低于欧美。因此,在2006,LG空调在中国发生了一个“翻新门”事件。由于LG当时的傲慢态度,仅在三个月后,LG才承认自己对中国消费者不满意。由于“翻新门”事件,LG空调在中国的市场份额在2007、2008和2009年跌出前十。2011年,有消息称LG空调已经退出中国市场,但LG电子中国否认了这一消息。到2012年6月,LG空调在中国的零售额仅为2581台,零售额占0.04%。丁少将认为,LG家电的衰退是国外品牌整体衰退的缩影,定位“不高不低”,是包括LG家电在内的许多外国品牌的尴尬。在智能升级、市场营销、渠道布局和售后服务方面,国外品牌普遍不如中国本土品牌。唯一剩下的品牌溢价能力被国内高端品牌如卡萨迪的崛起冲淡了。在消费电子产品领域,日本公司是最早进入中国市场的公司。曾经有一系列日本企业,如夏普、东芝、松下、三洋、先锋、富士通等,统治着世界,也号召着风雨进入中国市场。但现在,这些日本企业早已被中国企业超越,要么消失,要么卖给中国企业。不仅韩国和日本,一些欧美家电品牌,如通用家电,也别无选择,只能自我推销。行业观察家洪世斌(音译)说,消费电子产业经历了多次迁移,从欧美到日本、韩国,到今天的中国家电,LG家电在中国市场的下降与整体环境有关。。迫切需要变革。LG电子针对其在中国市场的劣势,调整了抢救市场的策略,但未发挥主要作用。2005年,LG电子宣布在中国实施蓝海战略,改变以往的低成本驱动市场路线,强调占领高端市场,提高产品利润率。为了实现这一目标,LG从2006年开始大幅减少分销渠道门店,只保留国美和苏宁家电连锁店的门店。但当LG渠道萎缩时,其他中国本土品牌以“家电下乡”的方式拓展国内渠道正值高峰期。从2010年到2012年,随着电子商务的兴起,以及百货商店和超市的复兴,各种渠道对传统的家电连锁店造成了巨大的冲击。对国美和苏宁的过度依赖也导致了LG市场份额的持续下降。“业内人士认为,家电产品的利润很低,但渠道的扩张和自建的旗舰店在品牌建设中起着非常重要的作用。与中国品牌家电企业相比,LG渠道单一,产品促销力度弱,品牌实力下降。2016年12月,LG电子推出了四系列产品进入中国超高端市场,但在接下来的两年里,这些产品并没有在市场上引起太大的波动,相反,LG电子逐渐失去了声音。国外一些家电企业选择了“原创进口”模式,试图通过高端、差异化的方式解决我国家电市场竞争力不强的问题。然而,随着“中国制造”的兴起和中国品牌的壮大,外国品牌的原创进口品牌对一线市场商家和用户的吸引力越来越小。这也从一个侧面反映了家电品牌市场管理的困境和困惑。梁振鹏表示,LG电子目前占B公司产品的比例越来越大,而C公司则逐渐减少,这不排除LG电子未来退出中国消费电子市场的可能性。至于未来的道路,丁少将指出,目前,国内品牌在大、小家电及厨房用具市场具有压倒性的优势。如果一些外国品牌想通过低成本途径扩大自己的份额,他们只是喝Poinsettia解渴,占领高端市场,而核心高端技术的差异化是唯一的出路。”他们还可以选择将松下、东芝等公司改造成医疗设备、核电和电动汽车电池。”

xin de ku chan pin shi di yi ci mian fei shi yong, you hen duo gao su zhi di ren fen xiang ta men du te de sheng huo ti yan. lai dao xin lang jin xing gong kai ce shi, ti yan suo you ling yu zui qian yan zui you qu he zui you qu de chan pin. xia zai ke hu duan ye ke yi huo de du jia you hui! ben wen zhai zi bei jing shang ye ri bao bei jing shang ye ri bao de ji zhe shi fei yue de kan bu jian LG, ta ceng jing you guo yi zhong gao zhang de qing xu, si hu" kan bu jian". zhong guo shang ci tui chu chao gao duan chan pin yi jing liang nian le, dan ci hou, guo ji zhi ming qi ye zai zhong guo jia dian shi chang ji ben xiao shi, ji hu mei you xin chan pin wen shi. bu liao xiao shou liang ji ju xia jiang. LG jia dian de xian zhuang shi ji shang shi zhong guo shi chang shang da duo shu wai guo jia dian pin pai shuai luo de suo ying. you yu zhong guo jia dian xiao fei shi chang de bai re hua he ji lie jing zheng, xu duo wai guo jia dian zai di yi xian shi chang de jing zheng li yi jing xia jiang, cong guo qu de shi chang ling dao zhe bian cheng le fu zhu zhe he ti dai zhe. wei lai, wo men ke yi yi kao cha yi hua lai tu chu bao wei neng li. wei le sheng cun, fou ze wo men zhi neng che tui huo gai zao. jin nian lai, LG, ceng jing yu san xing bing cheng wei han guo shuang xiong, yi jing jin ru le xia hua. mu qian, LG dian zi ji hu suo you de dian zi dian qi ye wu dou yi ji chu zhong guo zhu liu shi chang. sui ran yi xie qi ye reng ran chu xian zai yi xie shi chang shang, dan ta men de xiao shou bing bu ling ren man yi. gen ju IDG Ovid Cloud he qi ta shu ju zu zhi de shu ju, LG dian bing xiang he xi yi ji de shi chang fen e yi jing cong qian shi ming xia hua le. lai zi bei jing shang ye ri bao de ji zhe zai bei jing dong shang cheng kan dao, you shu yi wan ji de LG bing xiang ping lun he shu yi qian ji de liu xing chan pin ping lun. sheng xia de chan pin ping lun zhi you ji bai shen zhi ji wei shu zi, er hai er bing xiang ze dui" bao zha xing chan pin" he da duo shu qi ta chan pin de yong hu you cheng bai shang qian de ping lun. ta men you ji wan zhong, ta men zhi jian de cha ju xiang dui jiao da. jin guan LG dian zi zhong yang kong tiao ying xiao zong bu zong jing li pei ji run zai 2012 nian fou ren kong tiao ye wu yi tui chu zhong guo shi chang, dan ta biao shi, LG zai zhong guo de kong tiao ye wu yi zhu jian cong jia ting zhuan xiang gao duan. shang ye qu. ran er, bei jing shang ye ri bao de ji zhe fang wen le bei jing de xu duo jia dian shang dian, bing bei gao zhi" mei you LG kong tiao xiao shou". ci wai, zai wang shang, LG jing dong qi jian dian mei you kong diao chan pin chu shou, zhi you shao shu di san fang dian reng zai xiao shou LG kong tiao, LG tian mao guan fang qi jian dian ye mei you kong diao chan pin. LG dian shi zai zhong guo shi chang ye bei bian yuan hua le. ta de xiao liang yuan yuan di yu hai xin he tian hua deng ben tu pin pai, yu guo wai pin pai ru san xing xia pu he suo ni xiang bi, yi jing shi qu le you shi. gen ju yi kang 5 yue zhong xun de li xian shu ju, LG dian shi zai ling shou he ling shou xiao shou zhong suo zhan de fen e zheng zai ji ju xia jiang. gen ju zhong yi kang de shu ju, 5 yue fen LG dian shi zai zhong guo cai dian li xian shi chang de ling shou fen e jin wei 0. 55, bi qu nian tong qi xia jiang 61, er ling shou fen e jin wei 1. 1, bi qu nian tong qi xia jiang 53. zhi de zhu yi de shi, jin guan 5 yue fen ji hu suo you dian shi pin pai de ling shou e he ling shou e dou tong bi xia jiang, dan LG de xia jiang fu du zai zhong yi kang tong ji pin pai zhong shi zui da de. ji shi zai LG zhu dao de you xian dian shi hang ye, zhong guo de shi chang pai ming ye luo hou yu Skyworth he suo ni. ju tong ji, OLED dian shi ling shou e zhan shi chang zong e de 0. 76, qi zhong Skyworth zhan 0. 28, suo ni zhan 0. 29, LG jin zhan 0. 07. cong jie zhi 5 yue fen de nian du lei ji jie guo lai kan, yu 5 yue fen de jie guo ji ben yi zhi. bei jing shang ye ri bao de yi wei ji zhe zhi dian LG dian zi zhong guo, xiang jin yi bu liao jie LG dian zi zai zhong guo shi chang de biao xian, dan mei you shou dao ren he hui fu. hang ye he jing ji guan cha jia zhi jia ke ji zong bian ji ding shao jiang zhi jie liao dang di shuo:" chu le OLED he xin ji shu he dian shi ling yu de mian ban zi yuan zhi wai, qi ta jia dian qi ye ye que fa he xin jing zheng li." kan lai, LG que shi yi jing bei bian yuan hua le. san xing he LG duo nian lai chuang zao le han guo xiao fei dian zi chan pin de hui huang, bao kuo zai zhong guo shi chang, LG kong tiao ye qu de le di yi pi xiao shou wai guo pin pai zai zhong guo kong tiao shi chang. dan zai guo qu liang nian zhong, LG dian qi zai zhong guo shi chang ji hu ting bu jian. shang ge yue, LG dian zi fa bu le yi ge xin de gao duan pin pai, LGOb., dan mei you zai zhong guo zhao kai hui yi. jia dian fen xi shi liang zhen peng ren wei, LG jia dian zai zhong guo xiao liang xia hua de yuan yin zai yu, LG jia dian pin pai zai guo qu you yu di jia di zhi liang di duan ce lue er shi qu le sheng yu. dang LG jia dian gang gang jin ru zhong guo shi chang shi, ta men tong guo yu guo jia pin pai de jia ge zhan lai zeng jia shi chang fen e. ci wai, liang zhen peng zhi chu, zai zhong guo he ou mei shi chang xiao shou de LG jia yong dian qi bu tong, LG jia yong dian qi de zhi liang he zuo gong dou di yu ou mei. yin ci, zai 2006, LG kong tiao zai zhong guo fa sheng le yi ge" fan xin men" shi jian. you yu LG dang shi de ao man tai du, jin zai san ge yue hou, LG cai cheng ren zi ji dui zhong guo xiao fei zhe bu man yi. you yu" fan xin men" shi jian, LG kong tiao zai zhong guo de shi chang fen e zai 2007 2008 he 2009 nian die chu qian shi. 2011 nian, you xiao xi cheng LG kong tiao yi jing tui chu zhong guo shi chang, dan LG dian zi zhong guo fou ren le zhe yi xiao xi. dao 2012 nian 6 yue, LG kong tiao zai zhong guo de ling shou e jin wei 2581 tai, ling shou e zhan 0. 04. ding shao jiang ren wei, LG jia dian de shuai tui shi guo wai pin pai zheng ti shuai tui de suo ying, ding wei" bu gao bu di", shi bao kuo LG jia dian zai nei de xu duo wai guo pin pai de gan ga. zai zhi neng sheng ji shi chang ying xiao qu dao bu ju he shou hou fu wu fang mian, guo wai pin pai pu bian bu ru zhong guo ben tu pin pai. wei yi sheng xia de pin pai yi jia neng li bei guo nei gao duan pin pai ru ka sa di de jue qi chong dan le. zai xiao fei dian zi chan pin ling yu, ri ben gong si shi zui zao jin ru zhong guo shi chang de gong si. ceng jing you yi xi lie ri ben qi ye, ru xia pu dong zhi song xia san yang xian feng fu shi tong deng, tong zhi zhe shi jie, ye hao zhao zhe feng yu jin ru zhong guo shi chang. dan xian zai, zhei xie ri ben qi ye zao yi bei zhong guo qi ye chao yue, yao me xiao shi, yao me mai gei zhong guo qi ye. bu jin han guo he ri ben, yi xie ou mei jia dian pin pai, ru tong yong jia dian, ye bie wu xuan ze, zhi neng zi wo tui xiao. hang ye guan cha jia hong shi bin yin yi shuo, xiao fei dian zi chan ye jing li le duo ci qian yi, cong ou mei dao ri ben han guo, dao jin tian de zhong guo jia dian, LG jia dian zai zhong guo shi chang de xia jiang yu zheng ti huan jing you guan.. po qie xu yao bian ge. LG dian zi zhen dui qi zai zhong guo shi chang de lie shi, tiao zheng le qiang jiu shi chang de ce lue, dan wei fa hui zhu yao zuo yong. 2005 nian, LG dian zi xuan bu zai zhong guo shi shi lan hai zhan lue, gai bian yi wang de di cheng ben qu dong shi chang lu xian, qiang diao zhan ling gao duan shi chang, ti gao chan pin li run lv. wei le shi xian zhe yi mu biao, LG cong 2006 nian kai shi da fu jian shao fen xiao qu dao men dian, zhi bao liu guo mei he su ning jia dian lian suo dian de men dian. dan dang LG qu dao wei suo shi, qi ta zhong guo ben tu pin pai yi" jia dian xia xiang" de fang shi tuo zhan guo nei qu dao zheng zhi gao feng qi. cong 2010 nian dao 2012 nian, sui zhe dian zi shang wu de xing qi, yi ji bai huo shang dian he chao shi de fu xing, ge zhong qu dao dui chuan tong de jia dian lian suo dian zao cheng le ju da de chong ji. dui guo mei he su ning de guo du yi lai ye dao zhi le LG shi chang fen e de chi xu xia jiang." ye nei ren shi ren wei, jia dian chan pin de li run hen di, dan qu dao de kuo zhang he zi jian de qi jian dian zai pin pai jian she zhong qi zhe fei chang zhong yao de zuo yong. yu zhong guo pin pai jia dian qi ye xiang bi, LG qu dao dan yi, chan pin cu xiao li du ruo, pin pai shi li xia jiang. 2016 nian 12 yue, LG dian zi tui chu le si xi lie chan pin jin ru zhong guo chao gao duan shi chang, dan zai jie xia lai de liang nian li, zhei xie chan pin bing mei you zai shi chang shang yin qi tai da de bo dong, xiang fan, LG dian zi zhu jian shi qu le sheng yin. guo wai yi xie jia dian qi ye xuan ze le" yuan chuang jin kou" mo shi, shi tu tong guo gao duan cha yi hua de fang shi jie jue wo guo jia dian shi chang jing zheng li bu qiang de wen ti. ran er, sui zhe" zhong guo zhi zao" de xing qi he zhong guo pin pai de zhuang da, wai guo pin pai de yuan chuang jin kou pin pai dui yi xian shi chang shang jia he yong hu de xi yin li yue lai yue xiao. zhe ye cong yi ge ce mian fan ying le jia dian pin pai shi chang guan li de kun jing he kun huo. liang zhen peng biao shi, LG dian zi mu qian zhan B gong si chan pin de bi li yue lai yue da, er C gong si ze zhu jian jian shao, zhe bu pai chu LG dian zi wei lai tui chu zhong guo xiao fei dian zi shi chang de ke neng xing. zhi yu wei lai de dao lu, ding shao jiang zhi chu, mu qian, guo nei pin pai zai da xiao jia dian ji chu fang yong ju shi chang ju you ya dao xing de you shi. ru guo yi xie wai guo pin pai xiang tong guo di cheng ben tu jing kuo da zi ji de fen e, ta men zhi shi he Poinsettia jie ke, zhan ling gao duan shi chang, er he xin gao duan ji shu de cha yi hua shi wei yi de chu lu." ta men hai ke yi xuan ze jiang song xia dong zhi deng gong si gai zao cheng yi liao she bei he dian he dian dong qi che dian chi."

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