| 新宝战略三级跳 |
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| 引用本文： | 黎冲森. 新宝战略三级跳[J]. 经理人, 2012, 0(7): 64-67,16 |
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| 作者姓名： | 黎冲森 |
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| 摘 要： | 外销企业三次转型之路被称为西征冠军的广东新宝电器股份有限公司位于珠三角家电重镇顺德,始创于1995年。新宝专注于全球小家电市场,是中国电热水壶、咖啡壶、搅拌机、多士炉等小家电的最大出口商,全球电热水壶市场连续多年占有率第一。2011年,新宝营收约8亿美元,其中欧洲、美洲市场所占份额各为40%。新宝总裁曾展晖接受《经理人》专访时说:总体而言,在中国的出口型小家电企业中,新宝是行业第一,比位居第二的企业在全球的市场份额要多10%。我们有4个产品线,全球产销量都是最大的,年销售电热水壶近1400万台,电
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| 关 键 词： | 国内市场 小家电 业务模式 家电企业 国外市场 战略选择 发展路径 供应链 转型升级 市场份额 |
Xinbao lords the market |
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| Abstract: | Guangdong Xinbao Electrical Appliances Holdings Co., Ltd (Xinbao Electrical), who has been regarded as Champion of Going West, focusing on global small house hold electric appliance, has become the top exporter of electric kettle, coffee maker, and food processors in China. And it has the biggest global market share on kettles for many years. Besides evolving from simple assembling to industrial chain, it has other two ways of development: One is from domestic market to international market and return from international market to domestic. The other is its development of business model of OEM-ODM-OBM. On the way of development, Xinbao experienced three strategic adjustments. |
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