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与半年前刚到泰国时相比,现任亚太地区冰箱产品经理的王京民对当地的环境已经完全适应了。当初,身穿羊绒衫的王京民从上海转机,经南中国海、老挝、柬埔寨抵达泰国曼谷,刚下飞机就被热浪“脱”去厚衣服。的确,从还是末冬的中国青岛到终年如夏的泰国,巨大的温差使王的身体不适了很久。“这里一年四季都是夏天、天气炎热潮湿、早餐喝水都要加冰……我足足用了三个多月的时间才适应了当地的天气与生活习惯。”王京民说。正如他所说,这里年平均气温比青岛高出17℃。对于在中国北方城市长大的王京民来说,能如此之快地适应新环境、新生活已属不易。泰国当地客户则打趣说:“这里没有四季之分,只有Hot、hotter、hottest。”王京民已准备在这个国家长驻。毕竟,三星、松下,东芝等世界冰箱品牌早在泰国安营扎寨数年,并已形成400多万台的冰箱生产规模。如果像从前单靠出口到泰国的产品来参与竞争,海尔在市场反映速度、满足当地化需求等方面显然优势不足。而任何一个后来者进入这样的市场,必须面对如何从世界品牌的手中抢市场,其困难可想而知。但,海尔冰箱执意要做参与海外市场竞争的实践者。
Compared with the time when he first arrived in Thailand six months ago, Wang Jingmin, the current refrigerator product manager in the Asia Pacific region, has completely adapted to the local environment. At first, Wang Jingmin in cashmere sweater changed from Shanghai to South China Sea, Laos and Cambodia arrived in Bangkok, Thailand. Indeed, from the end of the winter of China, Qingdao, China to the year-end summer, Thailand, a huge temperature difference so that the king’s body discomfort for a long time. “This is a summer all year round, the weather is hot and humid, breakfast water should be added ice ... ... I spent enough time for more than three months to adapt to the local weather and living habits.” Wang Jingmin said. As he said, the annual average temperature here is 17 ℃ higher than that of Qingdao. For Wang Jingmin, who grew up in a city in northern China, a new life can not be easily adapted to the new environment. Local Thai customers quipped: “There is no four seasons here, only Hot, hotter, hottest. ” Wang Jingmin is ready to stay in the country. After all, Samsung, Panasonic, Toshiba and other world brands of refrigerators have been camping in Thailand as early as several years and have formed a production scale of more than 4 million refrigerators. If, as previously relied on exports to Thailand to compete in the product, Haier in the market to reflect the speed, to meet the needs of localization and so clearly not enough advantages. And any one who later entered such a market, the face of how to grab the market from the hands of the world brand, the difficulties can be imagined. However, Haier refrigerator determined to do to participate in competition in overseas markets practitioners.