Chapter 953 Samsung’s strategic adjustment

If the historical trajectory is followed, the construction of domestic CDMA networks will be paused due to a military ban on trade, and Samsung's development of the Chinese communications market will also fall into trouble. Not only Samsung, but also HG's electronics giant LG, will also fall into trouble.

Some businesses have suffered a setback in the regional market, which is not a fatal injury after all. Even if Samsung's development of the Chinese communications market was frustrated, the subsequent strategic adjustments were not very timely. It was delayed until 2001 China Unicom re-established a national CDMA commercial network, and Samsung's mobile phone market will improve in the Chinese mobile phone market. However, Samsung's mobile phones have risen strongly after 2001 and have become the third largest mobile phone manufacturer after Motorola and Nokia in the global market. But no matter what, if it can follow the historical trajectory, Kumho will not have to worry about the threat from Samsung in the domestic mobile phone market at least 2001.

Unfortunately, Kumho is a very, very big butterfly for the domestic mobile phone market; Kumho's strong rise has made Samsung give up its complete reliance on the large-scale commercialization of CDMA experimental network in advance and began to increase its development of G** digital mobile phones.

Zhang Ke knew very well that Kumho's product development and market development strategies in the mobile phone business were actually drawn from Samsung's experience in 2001 and 2002. Samsung adjusted their business strategies on digital phones at this time, and Kumho's mobile phone business had to urgently consider that it would come from Samsung's pressure.

Zhang Ke was only wearing one shirt. Although it was a wool shirt with excellent warmth performance, it was really nice to wear a shirt on the night of December at the end of November. Looking up at the treetops that were blowing the night wind, Zhang Ke smiled and said to Li Xinyu: "I really don't feel anything. Winter is coming, it's really touching..."

"I'm much freer than you. I still remember the first time I saw the leaves of the sycamore tree falling," Li Xinyu said with a smile, "I just didn't expect you to sigh at the change of seasons..."

It’s not that Zhang Ke has the leisure to feel the pain of spring and autumn here, but that he thought that only a few months left in 1998 were about to pass, and the most difficult moment of the Asian financial crisis was about to pass. Only then did he feel that the economic crisis that lasted a year and a half ago was too short.

It's so short.

Although the Asian financial crisis has made Japanese and Korean electronic giants more clear-cut to the importance of the Chinese market, it has also made these Japanese and Korean electronic giants more cautious in the new market, and the increasingly severe financial situation has also made marketing budgets more strictly controlled. At the same time, China's marketing economy burst out with dazzling light in the mid-to-late 1990s, and marketing costs have risen sharply, which has caused the original marketing budget increase of Japanese and Korean electronic manufacturers to be unable to keep up with the increase in costs in time.

The most typical case is that when CCTV bidding king advertising first appeared on the historical stage in 1995, the bidding was only 30 million yuan. In 1996, Ida offered 80 million yuan to lay the foundation for the foundation of Kanho at this time. In 1997, CCTV bidding king sold 350 million yuan for Kewang. The huge losses in that year caused the bidding king to reduce the heat and Xiang Xuehai won the bidding king this year with 180 million yuan.

While Zhang Ke and Zhai Danqing were hospitalized, CCTV held the fifth advertising investment conference. This time, Xiang Xuehai and Aida were both dead, and next year, the CCTV bidding king will compete for BBK at a high price of 260 million.

Although Ida did not compete for the title, Ida spent nearly 500 million yuan on its products in the domestic market in 1998. At the same time, Samsung spent only US$50 million on marketing in the Chinese market this year - this data is definitely Samsung's business secret, but it will no longer be a commercial secret after next year, so Zhang Ke knew that this data was not a strange thing - this was Samsung's marketing investment after making up its mind to vigorously develop the Chinese market.

Samsung has placed much more product types in the Chinese market than in Aida, but its marketing investment is less than in Aida. There is also a problem of localization adaptation. It is natural that Samsung's performance in the Chinese market in 1998 was far inferior to that of Aida.

This is the situation in 1998 - the Asian financial crisis is about to disappear, and Samsung, who is responsible for $17 billion, is about to survive the worst crisis in decades and emerge from the muddy dilemma. So how much will Samsung invest in the Chinese market next year? How much will it invest in the global market in total?

In addition to Samsung, HGLG and Japanese electronics manufacturers will increase their marketing investment in the thriving Chinese market after surviving the most difficult crisis?

For those electronic manufacturers with conservative and traditional business styles, Zhang Ke can rely on the experience of the past to speculate. For companies like Samsung and Toshiba that have the courage to innovate and change and are more adaptable, Zhang Ke can only sigh that Kumho is already a big butterfly, and the experience of the past to go through is no longer enough to learn from.

It's such a headache. Why did the economic crisis pass in the blink of an eye? Zhang Ke already had a premonition that the competition will be more intense next year, and Kumho seems to be more active.

Zhang Ke accompanied Li Xinyu to the library storage to get her coat back. Her body had long been warmed up due to running. Li Xinyu put her blue jacket on her body and stood in the corridor in front of the library hall and looked at the square in front. For some reason, the fountain in the square sprayed the sky water column at this time, and the white and crystal clear water columns weaved a curtain wall.

"What do you think of Samsung?" Li Xinyu asked Zhang Ke.

"Me," Zhang Ke glanced at Li Xinyu, his pure and charming face, his eyes as quiet as the night sky above his head, and said, "Samsung is the object of our study..."

"Why do you need to learn from Samsung? In the Chinese market, aren't you better?"

"I am not as ignorant as you imagined - three years to go to the UK and five years to surpass the United States. That was the slogan of China's Great Leap Forward. At this time, the Chinese people were quite pragmatic," Zhang Ke smiled and said to Li Xinyu. "First of all, the high-end product market must rely on cutting-edge technology. At this time, we are far inferior to Samsung. Of course, the gap is greater than that of Japanese companies, and our investment in technology is far from comparable to Samsung at this time. In addition, Samsung is very adaptable to the market. We dare not say that we do better than Samsung, but we can be sure that Japanese companies are worse than Samsung in this regard..."

"Oh, you also think that Samsung has the possibility of surpassing Sony..." Li Xinyu sighed softly. She didn't realize what amount of information her words would bring to Zhang Ke. Of course, she did not have much identification with the family, nor did she be too vigilant about Zhang Ke. It can even be said that it was a subconscious expectation that Zhang Ke could lead Jinhu to give Samsung a harsh and shining lesson, which would curb the arrogance of the family's men.

Zhang Ke has read a biography about Lee Kun-hee several times, and it is also the only biography that Lee Kun-hee himself confirmed: Lee Kun-hee officially proposed the digital fusion strategy with the goal of surpassing Sony within Samsung. It was in the spring of 1999 after the economic crisis eased. The digital fusion strategy was a strategic plan to guide Samsung Electronics to "one of the leaders of the digital fusion revolution". The goal of this strategic plan is to integrate Samsung Electronics' consumer electronics, information and communication products, TVs, personal computers, and the online and offline world to promote the revolution of digital integration. In order to cooperate with this strategic plan, Samsung also launched the "Gold Marketing" plan. Before 1999, the popularity and appeal of Samsung's brand in the market were far weaker than that of Japanese electronic manufacturers. In order to build a world-renowned brand comparable to RB Sony, Samsung Electronics will add a new marketing budget of one billion US dollars in the next five years.

In this way, even if Samsung's entire digital integration strategic plan was not fully implemented in advance, at least some of the strategic plans were implemented in advance, and it focused more on the Chinese market.

Zhang Ke felt that his shoulders couldn't help but tighten a little on such a cold night, and Samsung's response was earlier than the history that happened.

When he returned to the apartment with Li Xinyu, Zhang Ke saw that Wei Lan had indeed moved all his personal belongings to the Danqing room downstairs. He could only smile bitterly. He went to Zhai Danqing's room to get his coat, and Sun Jingmeng was there. He said to Zhai Danqing: "You plan for a while. I want to hold the senior manager meeting in advance until early December, so that the following member companies can have time to adjust their plans for next year."

Many member companies form the whole of the Kumho system in the form of cross-holding. The traditional collective decision-making mechanism of the board of directors of joint-stock companies is no longer suitable for this complex system. Zhang Ke decided to convene a meeting attended by senior managers on the basis of the former Aida Group's large project department to jointly discuss and decide the future development direction of the entire system. In the Kumho system, senior managers' management authority and decision-making status of daily affairs will also be higher.

Once this senior manager meeting forms a routine and forms an effective mechanism, Kumho will initially have the foundation as a consortium and will not fall into the dilemma of collapse due to the accidental factors of individual death.

This accident made Zhang Ke feel that it is necessary to promote the convening of senior manager meetings and form a fixed mechanism as soon as possible. Who has ever experienced Zhang Ke? He can take life and death lightly, but the future of Kumho must be taken seriously.

Convening a senior manager meeting is not simply to convene all senior managers qualified to attend the meeting. The first time you can be a little rough, but no matter how crude, the topics and related materials for the meeting must be prepared in advance and handed over to the senior managers.

Of course, another important task is to determine who is qualified to attend the conference. The senior managers attending the conference will be the core management of the Kumho system and will jointly take charge of this economic empire.
Chapter completed!