| With the whirlwind development of Chinese reform and opening up over the past40 years,Chinese white home appliance industry has completed the whole industrial chain layout from research and development,manufacturing,core raw materials and key components,and the technology precipitation and market development of Chinese white home appliances have been more mature.China has become the global foremost refrigerator manufacturing base.In 2020,the total production volume of refrigerators made in China was about 100 million,accounting for about half of the global refrigerator sales.At present,the advantages of Chinese white home appliance industry in global competition are gradually highlighted,whether it is comprehensive research and development capability including industrial design,process refinement and supply chain efficiency.The decline of European and American aristocratic brands,the stagnation of Japanese and Korean star brands,and the bottleneck of local and regional brands have brought about the rapid rise of Chinese brands in the global market.With the ever-changing development of domestic technology,meanwhile,with a new round of energy consumption upgrading of domestic electronic products,home appliance products in the domestic market is approaching saturation,and the price war among major brands of home appliances continues to be intense.The increasing "Involution" of the domestic home appliance market has led more and more enterprises to focus on the overseas market for scale growth.The proportion of global brands in the international market is not high,competition in major regions of the world is not focused,and brands are not concentrated.However,the African market does not have such a deep brand imprint as the European and American markets.The synergy between the Chinese home appliance industry and the potential demand of Africa is further highlighted.The layout of Africa is an effective way for enterprises to rapidly increase sales.At present,the fastest growing economy in Africa is in West Africa with a huge household appliance market,and it’s also the main battleground for competition among major brands.This paper takes the 6Ps marketing theory as the research basis,takes the refrigerator products of Meiling Company as the research object,studies and discusses in the current home appliance export environment,and uses scientific tools to analyze and summarize the enterprise’s existing export marketing situation.In view of Meiling’s main business problems,such as falling to the fifth place in export ranking in 2021,declining operating profit,failing to outperform the industry market in export volume in West Africa,declining volume segment of 200L-500 L main sales,and obstructing channel sinking in mainstream countries in West Africa,this paper combined with 6P marketing strategy to solve the following six different dimensions: Develop constructive marketing strategy optimization plans in the aspects of product strength improvement,channel streamlining and focusing on TOP customers,end-demandoriented pricing,internationalization of domestic marketing means,public relations breakthrough of government and business,and the maintenance of political rights circle,and put forward implementation suggestions to promote the orderly progress of marketing strategies.As a well-known white goods enterprise in China,Meiling has gained great brand influence in the West African market with more than 20 years of export experience.With the implementation of the country’s "One Belt,One Road" and "Made in China 2025",development opportunities are further highlighted.In this paper,by optimizing the marketing strategy of Meiling Company’s export business,we seek a path of sustainable development and normal growth,so as to let the West African market recognize "Made in China". |
