Countercurrent 1982

Chapter 2206 Boshi Electric
In November, good news came again from the other side of the ocean. Tianyin Group received an order of 11 DVDs, and the total sales of Mp28 music players also exceeded 3 units.

It can be said that Duan Yun's overseas expansion plan has achieved great success. Although the sales volume of DVDs in the United States is not as good as 1/10 of that of domestic VCDs, considering the population base of the US market and the diversification of entertainment products, a video player The annual sales volume exceeded 40 units, which is quite an astonishing figure, and it can definitely be called a hot product.

As early as two months ago, in addition to Best Buy, the U.S. branch of Tianyin Group also signed long-term supply contracts with two other top three electronic distributors in the United States, and also ordered a large number of DVD players. It can be seen that DVD has become a hot-selling product in the United States and has been completely accepted by American consumers.

In addition to the United States and the surrounding North American market, DVDs have also begun to enter the European market in batches. The first large-scale European appliance distributor that Tianyin Group cooperated with is the well-known BSH Home Appliances Group.

Bosch Home Appliances Group (BSH) is the largest home appliance distributor in Europe, headquartered in Munich, Germany, originally jointly established by Bosch and Siemens.

At present, Bosch Home Appliances is a wholly-owned subsidiary of Bosch Group, with about 6 employees worldwide, producing a full range of home appliances including refrigerators, washing machines, kitchen appliances, and household appliances.

BSH Home Appliances has been in China since the early 90s. Over the past few years, it has built a complete home appliance industry chain system integrating procurement, research and development, production, sales, logistics and after-sales customer service. It has Bosch Home Appliances, Siemens Home Appliances, Gaggenau Home appliances, Neff and other well-known home appliance brands.

But in general, BSH’s domestic influence is still relatively small. After all, he has only entered China for a short time. The R&D center is set up in BJ, a small department with only 50 people, and sales are only in Beijing, Shanghai, Guangzhou and Sanzhou. There are franchise stores in several cities, mainly for mid-to-high-end customers, and the sales volume is very small, less than 2000 million yuan a year.

However, like many multinational companies that come to China, Bosch Home Appliances is mainly optimistic about China's future development prospects. With the rapid economic growth in Mainland China in recent years, they will also increase investment and expand their presence in China.

Although BSH's sales in China are very limited, they are very concerned about the development of Chinese electrical appliances and the market. They even set up a special department to conduct inspections at major domestic electrical appliance manufacturers and evaluate all domestic electrical appliances. Then they will report to the German headquarters every quarter. It can be seen that they attach great importance to the Chinese market.

After all, there is still a big gap between China's overall economy and Europe and the United States, especially in terms of per capita income, but the huge population of more than one billion is a consumer base that cannot be ignored, and China's economic development in recent years Very fast, so most of the international multinational companies have also set up offices in China, and expand their business scope year by year.

From the perspective of the BSH team, Telling Group has always been a very special electrical appliance company. Unlike Haier and other companies, Telling Group develops many industrial categories, except for ordinary electronic products. , It also involves other industries such as communication chips, automobiles, etc. It is a very powerful complex.

As early as the year before last, Bosch Electric had visited Tianyin Group, but Duan Yun was in the United States at that time, so it was the manager of the company's sales department who received Bosch Electric, and he only showed them around the electronics factory. In this way, it left a very deep impression on BSH.

After Tianyin Group launched the VCD, BSH has already paid attention to this product, thinking that it is indeed a very good electronic product, but it is not suitable for promotion in Europe and the United States.

The reason for this is also very simple. Compared with traditional laser disc players and video recorders, the picture quality of VCD itself has not improved visible to the naked eye. In addition, the reason why VCD sales are so hot in mainland China is a very important factor. That is, pirated CDs are very rampant in mainland China. Ordinary consumers only need to spend five or ten yuan to buy a CD. If they don’t want to buy it, they can rent a CD for one yuan. Movies at home and abroad can be watched without content restrictions.

However, in European and American countries, the copyright of film and television is very strict. Any merchant who dares to sell pirated CDs is very likely to be fined, bankrupt, or even face prison. Because of this, selling large quantities of pirated CDs in European and American countries is almost unimaginable thing.

Without the supply of a large number of high-quality content, it is naturally impossible for VCD to reproduce the hot domestic sales situation, so this product can be regarded as a tasteless product that is tasteless and a pity to discard for BSH.

However, this VCD product has indeed increased Bosch Electric's attention to Tellin Group. In Bosch Electric's view, Tellin Group is one of the few electronic technology companies in mainland China with complete independent research and development capabilities. , is to be one or two grades higher than other technology companies in mainland China, and it is unique in China in terms of capital scale and technical strength.

Even BSH has specially studied the business model used by Telling Group in mainland China, including the membership system of the Chamber of Commerce, the four-level advertising coverage model, sales, after-sales and feedback model mechanism. After a long period of investigation and analysis, Telling Group BSH's business model has also become an important reference for BSH's business plan to enter the Chinese market. Even since last year, BSH has also begun to set up company chambers of commerce in mainland China and actively recruit powerful members.

Although VCD has not been favored by Bosch Electric, but after Tianyin Group released DVD products in the United States, it has attracted great attention of Bosch Electric.

After Tianyin Group sold DVDs publicly in the United States for the first time, Bosch Electric bought a batch of prototypes and conducted a comprehensive test on this DVD player, and the results made Bosch Electric's executives feel Very shocked.

They never thought that a Chinese company could develop such an advanced video player. Compared with traditional video recorders and VCDs, the performance improvement is so huge that the CEO of BSH started two test machines. I bought the machine I used for home use and put it in the home theater in the basement of my mansion.

However, BSH has always been more cautious about new products, and will basically not introduce new products that have not passed the market test. However, as DVDs gradually opened up in the US market and sales became very impressive, BSH finally made a move. up.

(End of this chapter)