Xiziuhc Product Strategic Research Elevator Industry

With the rapid economy growth resulted from reform and opening-up, China hasinvested heavily in infrastructure, which leads to tremendous development of relatedindustries. The elevator production in China reached a historical record of600,000in2012,60%of the global market share. With an operational stock of2,500,000, China has becomethe biggest elevator market. But regarding per capita data, every1,000people in China justown1.6elevators, only half of the world average and one tenth of developed countries.This means that there still is huge market potential of elevator producers.As the first batch of industries opened to foreign companies, since1980most of theleading local elevator producers started cooperation with international brands like Otis,Mitsubishi, Schindler, etc. With the strength of technology, branding, tax reduction, foreignbrands monopolized Chinese market at the beginning. As a local elevator manufacturer,Xizi becomes a Top500Chinese Company with a turnover of20billion annual. Xizi is themarket leader of energy saving elevator, elevator accessory, automated warehouse inChinese market, as well as the global top1of escalator. The author has worked in Xizi fora long time across different functions, and has been a participant and witness of the productstrategy setup and deployment therein. This lays a solid foundation to study Xizi productstrategy in this thesis.Based on an analysis of the status of Chinese elevator and accessoryindustry, this paper studies the product strategy of Xizi from the general structure ofproduct strategy, the model of product strategy adjustment, to the growth of the company.This paper also analyzes the key factors of product strategy setup, deployment of strategyand the vision of Xizi, and the result Xizi got by transferring from simply relying onelevator to entering the key elevator components business. For the local manufacturingcompanies that are facing the challenge from foreign brands, the paper should be helpfulfor them to develop their product strategy and find how to survive in the challengingenvironment with the a good product strategy...