Changhong successfully entered the Russian market

As a Sichuan home appliance company, how can we gain a firm foothold in the foreign Russian market? This will start with Changhong's Russian strategy. The origins of Changhong and Russia are extremely deep, which goes back more than half a century ago.

Changhong was established in 1958. It used to be the state-run Changhong Machinery Factory. It was one of the 156 key projects in China during the “1st Five-year Plan” period, and was the only airborne fire control radar production base in China at the time. At that time, there were many former Soviet Union experts. Participate in building Changhong. "In 1999, Changhong officially entered the Russian television market." Fu Jinguo revealed: After the global financial crisis in 1998, the Russian home appliance industry came to the second largest reshuffle. During the period of the Soviet Union, many state-owned television factories closed down. Some were acquired. Changhong spotted this opportunity and specifically arranged for its counterparts to keep a close eye on the Russian market and adopt a strategy of going global and inviting. Not only did they actively participate in the exhibition of the Russian home appliance industry, but also made industry insiders in the industry circle and invited them to visit the Changhong Plant. access. During that time, the largest TV factory in Russia, ruby ​​collapsed and was acquired by a local private company. This company, Rosen, later became a major customer of Changhong.

"Facts have proved that the strategy we have adopted for the 'Please come in and go out' strategy has been very successful. After the Russians learned of our strong production capacity and technical strength, we have more and more cooperation with us, and orders are getting bigger and bigger. The product range is also expanding, and Changhong's air-conditioners, DVDs, set-top boxes, and batteries have also started to be exported to Russia and other CIS countries."

Fu Jinguo disclosed that the company’s senior management has been paying close attention to the home appliance market in Russia and other countries in the Commonwealth of Independent States. It has visited Russia several times, signed strategic agreements with local partners, and set up an office in Moscow to collect market information at any time. Know yourself and know yourself. So far, Changhong TV has been exported to Russia and has been a leader in domestic peer companies. “We had a basic understanding of the Russian market. In 2005, Changhong's board decided to extend its reach deep into the Russian market, rather than providing a single piece of cooperation as before.”

Fu Jinguo believes that "from the OEM to enter the interior and expand the market, this is a major transformation of the Russian Changhong." Fu Jinguo introduced that, at the very beginning, Changhong set up an office in Russia. After the establishment of the office, Changhong first cooperated with the Russian small distributors, and began selling small quantities of Changhong appliances in the Russian mainland after the border trade between Kazakhstan and Uzbekistan. After the aftermath of the financial crisis in 2009, the Changhong Group believes that the entry barrier is relatively low, and should seize this opportunity to enter the Russian market at one stroke. As a result, Changhong headquarters opened a general meeting of shareholders and decided to establish a subsidiary in Russia to fully promote the Changhong brand in Russia. In 2010, Changhong Russian Electronic Liability Company was established.