Foreign brands land on domestic appliance market

It is reported that the 2013 China (Guangzhou) World Brand Import Expo (hereinafter referred to as “Brand Expo”) will be held in the B district of Guangzhou Pazhou International Convention and Exhibition Center from September 26th to 28th. It has been confirmed that there are 21 countries from all over the world. Nearly 400 brands in the region will participate in the expo, in which the proportion of home appliance brands is approximately 10%-15%. It is estimated that there are nearly 50 brand new home appliances brands. It also covers foreign brands in mainstream consumer areas such as wine, beverages, chocolate, and markets.

The relevant person in charge of the brand exposition told the Beijing Commercial Daily reporter that this brand exposition is the first event of China's pure consumer brand import exhibition. It is intended to help Chinese importers, channel distributors and agents find and match high-quality overseas consumer brands. Brand Expo is co-sponsored by the Guangdong Provincial Committee of the China Council for the Promotion of International Trade, the Guangzhou Foreign Trade and Economic Cooperation Bureau, and Guangzhou Guangya Exhibition Trade Co., Ltd., and has been fully supported by CCWBR, the World Brand (China) Import Agent Chamber of Commerce. Among them, home appliances products mainly consist of small household appliances such as air purifiers and creative and practical products. Inovaair, the original air purifier from Australia, is a landmark brand of this expo. Its air purifier adopts the highest level of H13. The medical-grade HEPA high-efficiency filter removes 0.3 micron particles by 99.97%.

According to Hou Guonan, founder and managing director of the Brand Expo, the event positioned "connecting the world brand with China's high-end consumer market." On the one hand, to balance China's export trade surplus, expand consumption to stimulate domestic demand, and on the other hand to meet the export demand of other countries, is a win-win situation.

In addition, the significance of this brand exposition is to provide Chinese agents with a professional platform to find and match foreign brands. All exhibiting brands this time are purely foreign brands, and 80% of them are the first appearances in the domestic market. The main committee also deliberately set some thresholds to prevent the emergence of “false foreign devils” brand and ensure that the interests of agents are not infringed. On the one hand, many participating brands are recommended by foreign local business associations, industrial associations and other organizations, and must be products that can be purchased locally. On the other hand, the registered company's brand and registered address need to be abroad.

According to Hong Shibin, executive director of the China Home Appliances Commercial Association Marketing Committee, the introduction of foreign brands will have limited impact on the entire domestic appliance market, but it will be beneficial to the development of domestic small home appliance products. Some foreign small home appliances have unique features in terms of process design, creative functional concepts, etc. This is a place worthy of domestic enterprises to learn. The entry of a large number of new brand products will bring some lessons for domestic small home appliance industry upgrading.