Enlightenment Of Fuyao Group's Internationalization Road

Fuyao Group is a 30-year-old Chinese automotive glass manufacturer.In the course of its development over the past 30 years,Fuyao Group has experienced economic recession,foreign market shocks,merger and repurchase setbacks,but still ranked among the top ten brands in the world for five consecutive years,with the same name as famous companies such as Saint-Gobain and Asahi Nitro.This case mainly analyses how Fuyao Group got rid of the bankruptcy crisis and embarked on the road of internationalization,and why it was invincible in the field of automotive glass manufacturing.It also provides a reference for Chinese manufacturing enterprises and enterprises facing transformation and upgrading in the path of internationalization.Through the internationalization of Fuyao Group,it is believed that scientific and effective crisis management methods and reasonable strategic choices are the important guarantee for growth-oriented SMEs to overcome the crisis,enhance their ability to resist risks and maintain high growth.Ways.In view of the external competitive environment and internal problems,export manufacturing enterprises should quickly formulate effective strategies.In terms of manufacturing strategy,Fuyao Group aims to improve productivity,product quality,productivity,cost reduction and flexibility to respond to market changes.It focuses on continuous pursuit of process improvement and innovation of manufacturing technology.On the way of diversified internationalization,we should increase the proportion of export trade,gradually invest overseas to build factories,and cooperate with excellent enterprises in the host country to form strategic alliances.In terms of marketing strategy,specialization strategy emphasizes consumers' wishes,differentiation strategy,regarding distributors as business partners of enterprises,and trademark protection.The specialization strategy mainly emphasizes that after choosing the product direction suitable for Fuyao Group in the future,we must persist in this market and pay attention to the inner wishes of consumers.In the era ofcustomer-driven,we should put people first in the design and manufacturing concept,pay attention to the needs of consumers;differentiate strategy,add features or performance that competitors do not have in products or services,and distinguish them from other products;regard distributors as business partners of enterprises.Distributors are the most direct perception of corporate image by consumers,and cooperation with distributors helps to improve the sales volume and image of enterprises;focusing on trademark protection,trademark protection can make enterprises avoid inestimable losses,as well as into various troubles and disputes.Through the analysis of the case of Fuyao Group,it also provides the corresponding enlightenment for the long-term development of China's manufacturing enterprises: attaching importance to enterprise management and actively participating in the construction of international exchange and cooperation platform.In order to create the unique connotation,culture and value of the brand,enterprises must attach great importance to the management mode of enterprises in order to maintain the competitiveness of enterprises,and deeply understand the characteristics of the host country's high-end manufacturing industry.Domestic manufacturing enterprises can choose their own internationalization strategy according to the environment of the host country,constantly expand their advantages,change their competitive situation in the local market,and respect local multiculturalism and values.Only by integrating the spirit of open and inclusive China,the image of civilized and friendly China and the corporate culture of mutual help and friendship with local residents can enterprises succeed,and the cultivation of talents be emphasized.Respect employees,stimulate employees' participation and creativity,and sincere cooperative enterprise atmosphere is the driving force of enterprise development;To safeguard the legitimate rights and interests of enterprises,in the process of internationalization,governments and enterprises should learn to use international rules to safeguard their legitimate rights and interests.building brand effect and brand culture construction can endow thebrand with strong vitality and extraordinary expansion ability,make full use of brand reputation and popularity for brand extension,and further improve the brand's appeal and competitiveness.If China's manufacturing industry wants to achieve lasting production benefits,long-term hard learning and practice is inevitable.