Ask for some examples about enterprise globalization.

So far, Haier and Ideals have done a good job in the globalization of enterprises in China. "Haier's full participation in the World Expo stems from the success of its steady global brand strategy." Zhang Tieyan, director of Haier's global brand operation, said that Haier entered the global market, successfully implemented the international brand strategy of "going out, going in and going up" and created the "Haier globalization model". America is the first stop of Haier's globalization. In the stage of going out, Haier used the gap strategy of "easy first and difficult later" to lock in the gap products that consumers need but competitors don't focus on, and creatively launched desktop refrigerators, apartment wine cabinets, small frog color TVs and other products to win market share. In the entry stage, Haier tried to integrate Haier brand into American life through the trinity of R&D, manufacturing and sales and the localized operation of products, channels, marketing and management. Haier's localized mainstream products have entered the mainstream channels, including the top American 10 chain channels, creating a place, selling 7000 air conditioners in 7 hours and many other wonderful marketing cases; In the upward phase, Haier positioned itself as the first competitive provider of beautiful living solutions, and built a large number of high-end fashion products such as Haier French refrigerator, Haier Italian refrigerator and American large-capacity washing machine. At the same time, Haier brand building has developed steadily. After that, Haier used the experience gained in the experimental field in the United States to explore overseas markets on a large scale. After 20 years of development, Haier has established a three-dimensional marketing system in the world, that is, the combination of R&D, manufacturing and marketing. Up to now, Haier has established 8 research centers overseas, established 19 factories and 4 industrial parks, and its products have entered more than 160 countries and regions. Haier enters the mainstream market of developed countries around the world. After Haier has gained a certain popularity in the world, what Haier needs is to further enhance its popularity in the world. According to Lenovo's recently released financial report for the second quarter ending September 30th, 20 10, in emerging markets, Lenovo's comprehensive sales in the second quarter reached a new high, reaching 1 1 billion USD, accounting for 18% of the Group's total global sales. In this quarter, Lenovo's personal computer sales surged by 65% year-on-year, and the overall regional market sales increased by 17%. It is noteworthy that Lenovo's growth in some emerging countries is particularly significant, including Russia's growth 185%, Latin America's growth of 68%, India's growth of 60% and the Middle East's growth of 59%. In mature markets, Lenovo's comprehensive sales in the second quarter reached $265,438+billion, accounting for 36% of the Group's total global sales. Personal computer sales in this quarter increased by 40% year-on-year, which was significantly higher than the overall market sales growth rate of 3.4%. The group's market share in this region increased by 1.5 percentage points year-on-year, and it successfully turned losses into profits. Chen Shaopeng said that the China market has made great contributions to Lenovo's commendable achievements. "For Lenovo, the China market is not only the root of Lenovo, the main source of income and profit, but also the experimental field of Lenovo's globalization strategy. We can copy the successful experience of the China market abroad. " In his view, Lenovo's transcripts in emerging markets and mature markets fully proved the correctness of the original decision: not only turned losses into profits in mature markets, but also won the tough battle in emerging markets. In terms of product organization, because the adjusted Think product group focuses on relational business and high-end transactional SME market, the Idea product group focuses on mainstream consumers in emerging markets and mature markets, as well as commercial customers of transactional SMEs, which is conducive to promoting Lenovo's localization in foreign markets and concentrating superior resources to serve target customers. Xiongguan road is as iron as iron, and now it is still one step away from the beginning. After a lapse of five years, the road of globalization that Lenovo has explored has become wider and wider. Looking forward to the mobile Internet market that may surpass the traditional PC, Chen Shaopeng said that Lenovo is ready: "We expect terminals such as Music Phone and Lenovo Tablet PC to provide users with a perfect mobile Internet application experience".