Baby-first Child Car Seats: From Exportation to Domestic Sales

Dongsheng Zhou, Jinsi Shu

科研成果: 其它稿件案例

摘要

Baby-first Industrial Company Limited (Baby-first),fromNingbo, China, specialized in the production of child car seats. It had been taking overseas original equipment manufacturer (OEM) orders since the early 1990s. Within a few years, the company’s annual export volume had become nearly one million units, with its major focus being on markets in Europe, the United States and Southeast Asia. With the rapid growth of the domestic car market in China, Xu Lihong, the founder of Baby-first, was considering how he could sell child car seats in China. However, due to the immature market environment and his lack of marketing experience, his first attempts did not see satisfactory results. Baby-first’s international competitors had advantages in technology, brands and economies of scale, while domestic competitors had advantages in cost and price. In this low-entry-barrier market, they were posing a substantial threat to Baby-first.
源语言英语
页数15
出版状态已出版 - 1 1月 2006

案例编号

MKT-14-019

案例规范编号

MKT-14-019-CE

案例类型

Field Case

更新日期

06/12/2023

附注

For more details, please visit www.chinacases.org

来源

China Europe International Business School

关键词

  • Brand Strategy
  • Child Car Seats
  • Corporate Growth
  • Market Entry
  • Market Segmentation
  • New Product Development

案例学科表

  • 市场营销
  • 战略
  • 国际商务

案例行业表

  • 制造

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