Brand extension Tongfang blind reduced to spread by the high-tech goods

 Now we look at the name brand products Tongfang What?
1, IT products: Tongfang Computer, Tsinghua Tongfang notebooks, servers Tongfang, Tsinghua Tong Fang hard drive, Tongfang MP3, Qinghua side mouse, keyboard, Tsinghua Tongfang CD, game peripherals, network cards,
2, network products: wireless card,UGGs, wireless firewall router, wireless network card, VPN
3, large container / vehicle inspection system
4 , building automation: building control, fire alarm, security, energy control, intelligent transportation
5, microelectronic chip: contact card chips, contactless memory chips
6, Tsinghua Tongfang sorter, Tsinghua Tong Fang Detector
7, based on information service products: the same side HowNet, with the side CD-ROM Journal
8, Consumer Electronics: lcd TV, plasma TV Tongfang, Tsinghua Tongfang player, Tsinghua University with Fang Jiating theater, music center Tongfang, Qinghua Fang Jiating theater, Tongfang digital learning machines, video machines Tongfang, Tsinghua Tong Fang Electronic Dictionary, MP4 player Tongfang
9, educational products: site generation system, projector, Tsinghua Tongfang e campus Tongfang multimedia network classroom, digital Showcase, whiteboard
10, cable: cable, twisted pair
11, storage: disk arrays, hard disk video , flash memory cards
12, peripheral: UPS
13, fiber optic products:
14, environmentally friendly products: waste incinerators, dust collector product line
15, artificial environment: the central air conditioning, commercial users type Central air conditioning, central air-conditioning business users ... gas central air conditioning, heat pump water heaters, air purifiers, air terminal handling equipment
16, Water: Series of water disinfection equipment, TSF dimensional ball and efficient filtration system, TFS series of mobile harmless sludge treatment plant
17, Electrical Products: Tongfang outlet, intelligent power switch, intercom systems
18, Automotive Electronics: Automotive Tire Pressure Monitoring System
19, fire protection products: distribution Intelligent constant temperature detectors
20,UGG boots, instruments: TF-EC2000 series of smart remote meter reading system, four-table card Measurement and Management System, IC Card Heat Meter, single-phase electronic prepayment meter
we look at 2006 In Tongfang electronics companies in the country rankings:
2006 years (the 20th) list of electronic information
sort hundred enterprises profit tax corporate income Tongfang export
23 982708 22691 21480 112262
Tongfang assets was 2.3%, while Huawei's assets was 10.96%, five times as Tsinghua Tongfang.
we can clearly see that the diversified development of Tongfang to how serious point, into so many industries have made so many products, has been so poor in the consolidated income, which is perhaps not thought Tongfang.
and Lenovo Group, Founder Technology, Tsinghua Unisplendour and other areas to focus on the development of IT company compared Tongfang seems to be a alternative. computer, chip, digital television, information integration, network games, real estate, environmental protection, urban construction, civil nuclear technology, are Tongfang focus areas of intervention. To this end, Qinghua Fang Chengli the computer system of this Part, this Part, information systems applications, digital television systems Division, Energy and Environment Division to operate the above-mentioned four major business platform of many business. As the business increased sales Tongfang substantial increase in 2002 sales of 54.4 billion yuan, 6.7 billion in 2003, an increase of 23%. but only 113 million profit in 2003 compared to 184 million in 2002 dropped significantly 38%.
profit fell directly from the new low-income business, we enter from above Tongfang the industry point of view, in addition to the container monitoring system with the core technology is the core advantage, no other areas of the basic core technology and core strengths, and the entry is already very fierce competition in all sectors .
Tongfang then how to enter these industries? follow-up results of the use of technology, Tsinghua University, Tsinghua University, the birth of a large number of applications each year class of technology research, it can not have the core competitiveness, but can be rapid industrialization, these technological achievements Tsinghua has become diversified with the technical support side, the development of what technology, Tsinghua University, Tsinghua an assessment of market prospects with the party, you can follow up the entry, make some hot money.
Another way is OEM, wanted a large number of domestic the emergence of the domestic market as mobile phone brands, mobile phone companies produced very few real technology, and some companies even the basic capacity of Mobile Shell did not, almost all of the technology and production processes are from Taiwan or South Korea, the OEM manufacturers commitment, the domestic OEM sales and marketing to only take part, sales of non-differentiated products, earn some profit on sales. So a lot of variety of products Tongfang this flagship name into the market, this diverse Tongfang strategy to achieve in the short time scale expansion. However,UGG shoes, Tongfang large-scale expansion of product lines, while Tsinghua Tongfang brand covers a growing number of products, brands and further extension of life, brand content further fuzzy, the original party and the highest institution of Tsinghua University, Tsinghua University with the link, and the Founder do together as a synonym for high-tech enterprise, and now completely off the aura of high technology into a brand without the fuzzy feature.
With the continued derived Tongfang brand into a strong field after the poor performance of low-end strategy adopted in the industry as low-end brand, brand image and further damage, while doing relatively low-tech products and can not make a difference, such as sockets, keyboard, mouse, USB,Bailey UGG boots, etc., function and appearance design,cheap Ugg shoes, no features, but also low-cost strategies are used market, it is Tongfang drawn into the low-end brands.
consequences of low-end brand in the same side of the main Tsinghua further show, Tongfang computer products has never been recognized by the mainstream market in the first-tier cities is very low-end machine sales, a large number of products sold is a low-end products, but also general education and other low-end consumer industries, the products are pressed into the corner of a cost-effective, profit is very low. We Tongfang sales and profits in 2006 can be clearly seen on this .