ASSA ABLOY Group is the global leader in door opening solutions. This multinational group from Sweden focuses on providing door opening solutions – all products such as doors, door hardware, door locks, door controls, etc., as well as window hardware and automated door opening solutions. . For the group, the security door is still an important aspect of its business, accounting for 20% of the total business. Many of the group's door brands are also well known to the industry and users. For example, Ceco Door, a world-renowned special steel door company, Gardesa, the most professional armored door manufacturer in Italy, and Curries, which has the world's largest fire door and metal door production scale. These brands with advanced technology and excellent quality have not only become an important part of the Group's one-stop solution, but also have developed steadily in a wider market and platform.
Along with the rapid development of China's economy, ASSA ABLOY Group has turned its attention to China, which has unlimited potential, and has numerous hardware brands in the door industry. It has successively acquired a series of China's first-class doors such as Ruizhong Tianming and Longdian. Industry company. Among them, the combination with Panpan in 2009 became the most eye-catching merger in the year.
Dual brand strategy, injecting new vitality into tradition
ASSA ABLOY has listed China as an important strategic plan for the Group to establish its global industry leadership position and maintains its long-term investment plan in China. From another perspective, the Group has more focus on the long-term development of the region. , not short-term benefits. For this reason, in the cooperation with Chinese brands, the meaning of “and†is better than the “receiptâ€, local brands will not be replaced, but with the support of the group, achieve more growth. This is the meaning of the “double brand strategy†that ASSA ABLOY has emphasized since 5 years ago. “The more national, the more the worldâ€.
Taking Panpan as an example, it is not difficult to find that the Group's “double brand strategy†is an important prerequisite for the two parties to work together and achieve development. In the cooperation, ASSA ABLOY relies on it to carry the above-mentioned local excellent brands. This move has enabled Panpan to maintain its own good local brand image while enjoying the support of the Group and the internationalization of the brand. This is a rebirth for Panpan. In terms of specific implementation, ASSA ABLOY Group respects Panpan's brand philosophy and retains and values ​​its corporate values, which ensures that the original marketing essence of Panpan is not lost. At the same time, according to the plan to promote the construction and transition of the two brands in the Panpan distribution network, and on this basis, adhere to the investment in the construction of dealers, create a stronger dealer team, effectively play the role of dealers, focus on Solve the difficult problems encountered in market development and promote the healthy development of the Panpan product market.
Of course, in the process of mergers and acquisitions, both management and employees will be greatly affected. The differences in corporate culture and management culture make many people feel uncomfortable at the beginning of the merger. The ASSA ABLOY Group is also very familiar with it, so it will discuss and share strategic goals with M&A companies, so that everyone can recognize new values ​​and thus face the market with the same way of thinking. The group will appoint the original management and train them, so that they can adapt to the culture and management model of large enterprises and let them develop according to the group's ideas and strategies. The transformation of this management team not only enabled the company to achieve new performance growth, but also enabled the management to gradually grow into a management talent in the international team.
Resource integration, standing on the shoulders of giants to see the world
As a well-known brand in the domestic door industry, Panpan has experienced some management bottlenecks after many transformations. In addition, there are considerable difficulties and pressures in the process of technological innovation and equipment transformation. Through the joint venture with ASSA ABLOY, Panpan not only introduces a number of leading product technologies, but also integrates with the international market in all aspects through the Group's global market channels and management experience and mechanisms in business management. Improve corporate management and labor efficiency. At the same time, the strong capital injection, strengthening the Panpan capital chain, laid a solid foundation for technological innovation, equipment investment, market development, and enterprise transformation, product structure adjustment. In 2011, the company joined forces to provide a growth rate of 30% for ASSA ABLOY Group and Panpan.
Peng Yuchen, executive vice president of ASSA ABLOY Group and chief executive officer of Asia Pacific, once said: "Technology is a core need, because ASSA ABLOY's production technology and production methods are our main competitiveness." In the past five years, the Group has worked closely with end users and distributors to develop new products, increase customer value, and invest more than twice the cost of research and development. More importantly, ASSA ABLOY's strategy is to establish a more comprehensive production line layout, which is provided by the group, including technology, research and development, etc., through acquisition, the group links related and similar manufacturers in different regions, thus It has achieved seamless cooperation between brands and achieved the sharing of resources such as technology and market.
Looking at the current domestic door market, internal and external challenges are equally grim. Most of the brands are private enterprises, and the company is small in scale and geographically dispersed. Secondly, the development of the capabilities and capital of each company is uneven, which makes these domestic enterprises difficult in technology and self-development. From the perspective of the external environment, the country’s security market space brought about by the real estate regulation has undergone drastic changes; the degree of homogenization of anti-theft security door products has intensified, and market development has become more difficult. Breaking through the bottleneck, integrating resources, realizing technological innovation, and seeking new ways of development are the only way for domestic door enterprises to meet the challenges. In the future, in line with the requirements of the globalization strategy, the Group will also formulate the medium and long-term development plan of ASSA ABLOY-Panpan Door Industry Co., Ltd., and maintain the leading position of Panpan in the domestic market, with higher quality, better service and better service. The price/performance ratio and more fashionable design will make Panpan a national century-old brand.
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