For the Chinese home appliance industry, 2017 is a year in which it is a unique year. It is both a brand new chapter for pioneering and a thorny road that is full of thorns and obstacles.
During the year, China’s home appliance sector was sought after in the capital market as a whole, leading the stocks of leading shares to record highs. In November, Qingdao Haier, Midea Group and Gree Electronics successively hit record highs for three consecutive trading days. Qingdao Haier reached 21.31 yuan on November 21, reaching the highest point in history; on November 22, Gree Electric Appliances reached a record high of 48.19 yuan, and the same day the US group also broke through 57.93 yuan. Since the beginning of the year, Qingdao Haier, Midea Group and Gree Electronics have gained 100%, 103% and 90%, respectively, while other household appliance companies, Little Swan A and Flying Branch Electronics, have also reached new highs.
The dazzling performance of home appliance companies in the secondary market has a direct bearing on their strong operating conditions. At the same time, as the home appliance companies accelerate their expansion and innovation in areas such as artificial intelligence and smart equipment, the home appliance industry is also starting a new journey. The internationalization of home appliance companies, frequent cross-border mergers and acquisitions, mergers and acquisitions, and patent warfare have all received market attention. The degrading of LeTV and Xinfei is a sigh, and the powerful combination of the new era has given birth to new forces.
When China's economy has gradually entered a new normal and consumer demand continues to change, China's home appliance industry is also deconstructing, developing and innovating in a new market environment and pattern. From smart manufacturing to expanding international influence, from strengthening technological innovation to keeping up with the ever-changing market, China’s home appliance industry has taken a step forward from the “big country†to “powerful countryâ€.
Home appliance giants and real estate developers frequently launch smart manufacturing "card battles"
In 2017, the smart manufacturing industry including smart devices and smart homes became a new story for the home appliance industry, and home appliance giants began to join hands with major real estate developers and Internet companies to collaborate in a strategic alliance to speed up the layout.
In order to promote the transformation and upgrading of the manufacturing industry, the country proposed the "Made in China 2025" strategic plan, and gradually promote implementation and landing. In the past year, as the traditional manufacturing industry, the home appliance industry has increasingly experienced the constraints of the traditional labor-intensive industries in the new era of the Internet, and has gradually recognized the subversion of efficiency and industry by new technological forces. Haier, Midea, Gree and other leading Chinese home appliance companies have actively optimized the layout of their factories, created a new manufacturing and production system, and established a smart manufacturing road. They have built a number of representative smart factories.
Haier is an appliance company that has gone earlier on the road to smart manufacturing. Three months ago, the Haier Smart Kitchen Interconnected Factory was built in the Haier Industrial Park in the West Coast New Area of ​​Qingdao. The first batch of high-end custom cloud kitchen range hoods went offline at the factory. It is understood that Haier has built eight interconnected factories in China, including Shenyang's refrigerator factory, Qingdao's water heater factory, and central air conditioning interconnected factories, etc., and has gradually replicated and promoted it in 108 factories worldwide. According to Haier insiders, the Haier Group's transformation of the interconnection factory model has brought about significant overall economic benefits to the Group: operating costs have been reduced by 20%, product development cycles have been shortened by 20%, annual output value has increased by 10%, and annual profits have increased by 39%.
Establishing a demonstration factory model is just a small step toward Haier’s era of wisdom. In 2017, Haier officially announced the provision of social services of COSMOPta, which is the real point of Jian Qi. This model can provide integrated software and hardware integrated solutions and value-added services for enterprise intelligent manufacturing transformation and upgrading.
Gree also made frequent and effective efforts in smart manufacturing. At the just-concluded 2017 World Smart Manufacturing Conference, Gree Electric Chairman Dong Mingzhu bluntly stated: "Innovation is the driving force of the manufacturing industry." In 2017, Gree further strengthened the field of intelligent equipment manufacturing, creating an unmanned chemical plant to meet its own manufacturing needs. Demand, but also to mass production, to provide customers with customized industrial robot integration applications, large-scale automated production line solutions. At present, Gree's smart equipment products cover more than 10 fields such as CNC machine tools and industrial robots, and cumulatively produced more than 5,500 sets of automation equipment with a cumulative output value of approximately 3 billion yuan. According to the 2017 mid-year report released by Gree Electric, Gree's smart equipment business achieved revenue of 962 million yuan in the first half of 2017, a 27-fold increase over the same period of the previous year.
Different from Gree's insistence on the path of innovation in smart manufacturing, Midea took another path with fancy mergers and acquisitions. In early 2017, after the company’s acquisition of KUKA had just settled, it also reached a strategic cooperation with Israel’s high-tech company Servotronix. Midea's frequent moves in the robotics and industrial automation industries have attracted industry attention. In terms of smart manufacturing, taking the air conditioning of Midea as an example, Midea Air-Condition has invested a total of 1 billion yuan in the field of smart manufacturing, with 562 robots and 22,000 labor-savings. It is worth mentioning that although the number of workers in the factory is decreasing, the peak value of the factory is increasing year by year. Wu Wenxin, vice president of Midea Group, stated: "Intelligent manufacturing is the only way for Chinese manufacturing companies."
The United States and other home appliance giants and real estate developers are frequently holding hands and started a new battle of smart manufacturing industry. Recently, the United States and the Country Garden strategic cooperation, plans to build smart manufacturing in Foshan, unmanned factory, KUKA robot town. In addition, Midea Group is promoting the privatization of its listed company Welling Holdings. In the future, Welling Holdings will work closely with KUKA to further expand the robotics and smart manufacturing industry segment. Haier Group signed a contract with Nansha Development Zone in Guangzhou and plans to invest in the smart manufacturing and smart logistics center in Nansha. It will produce 5 million sets of smart air conditioners annually, and the GE white goods acquired by Haier will also be industrialized in Nansha.
Zhang Chong, president of China National Light Industry Council, believes that: "The home appliance industry must strive to improve the level of production intelligence, accelerate the development of smart equipment, and promote comprehensive application of cloud computing, big data and other aspects of the entire process to provide more intelligent production, intelligent management The development experience of service intelligence.†The unremitting exploration of smart home appliances by Chinese home appliance giants has enabled the industry to usher in a new turning point in business, creating a new profit model for smart manufacturing in China, and also providing experience for upgrading and transforming industries.
The international market stirs up the situation and builds factories to merge and purchase sports marketing and make full use of it
According to the “13th Five-Year Development Guidance Opinion of the Chinese Household Appliance Industry†formulated by the China Household Electrical Appliances Association, by the end of the “Thirteenth Five-Year Plan†period, China’s home appliance industry will step into the ranks of the world’s home appliance powerhouses. After more than 30 years of unremitting efforts by the Chinese home appliance industry, the status of China’s home appliance giants has been difficult to shake, but there are still some distances from home appliance powerhouses.
It is worth mentioning that in recent years, China's home appliance companies have gradually begun to stir the situation in the international market. Whether Haier has purchased SANYO White Power, Fisher & Paykel, GE Home Appliances, or Midea Group has successively acquired Toshiba White, Germany's Kuka, and Italy's Clivet, Chinese home appliance companies continue to export to the world. In 2017, China's household electrical appliance enterprises have made great progress in the international development. The brand and technology of excellent home appliance companies have gradually extended to the world.
Recently, TCL’s global creative projection advertisements landed in six cities in New York, Paris, France and other countries. They have highlighted the international landmarks such as the US Empire State Building and French Moulin Rouge, which have attracted widespread attention. It is understood that since the beginning of this year, TCL big country brand advertisements have been put into 15 countries along the “Belt and Road†and 230 cities within China, and the scale linkage effect has been significant. During the IFA in Germany, TCL’s flagship product advertisements have covered the airports and city cores of multinational cities such as France and Germany. Lots to fully demonstrate the strength and strength of Chinese manufacturing.
In November of the past, TCL teamed up with RADIOVICTORIA, a giant in the home appliance industry in Argentina, and formally signed a joint venture company in Buenos Aires to manufacture and distribute televisions, air conditioners, mobile phones and small household appliances. “Hopefully, within three years, the proportion of TCL Group’s overseas revenue will further increase to 50%,†said Li Dongsheng, chairman of TCL Corporation.
In 2017, Hisense also continued its efforts in the international market. Haixin, who received a lot of sponsorship from the European Cup in France, became the official sponsor of the 2018 FIFA World Cup in April this year. Hisense continues to strengthen the internationalization of brand building and further enhance the value of Hisense brand in the world. The sponsorship of internationally renowned sports events is an important marketing tool for Hisense, which has sponsored the NASCAR Car Racing, the F1 Red Bull Racing Team, the German Schalke 04 Football Club A and the Australian Open.
More importantly, in this year, Hisense completed the acquisition of Toshiba, which made an important record in the history of Chinese household appliances. Currently, Hisense has established 17 branches overseas to implement localized operations, covering Europe, the Americas, Africa, the Middle East, Australia and Southeast Asia.
In addition to mergers and acquisitions, Haier continued to strengthen its international expansion in 2017. In November, Haier was officially put into operation in India's industrial park. The washing machine factory in Russia has also been built. It is expected to be completed by 2019. According to reports, in Russia, Haier has entered 800 retail stores and established a relatively complete sales network. At the same time, it has established more than 300 after-sales service outlets covering Russia's entire territory. At the same time, Haier has begun to establish its own e-commerce system in Russia.
According to the data, during the “12th Five-Year Plan†period, the average annual export growth rate of China’s household appliances exports dropped to the lowest in history, at 3.1%. At the same time, the total exports of household appliances fell slightly in 2016, and by 2017, the export market showed a clear rebound.
With the efforts of Chinese home appliance companies, China’s home appliance export market performed well in 2017. According to data from the General Administration of Customs, from January to October in 2017, total exports of large appliances totaled 170 million units, an increase of 11.3%, and exports reached 20.12 billion US dollars, an increase of 5.2%; cumulative exports of small household appliances were 1.93 billion units, an increase of 7.6%, exports reached 22.32 billion US dollars, an increase of 8.1%.
Artificial Intelligence New Technology Accelerates Penetration by Following and Running and Leading
In 2017, intelligence is undoubtedly the most active field of global home appliance industry technology innovation. New technologies such as Internet of things and big data led by artificial intelligence continue to penetrate and integrate into home appliance industry. Technological advances have provided unlimited possibilities for home appliance industry and product innovation. AlphaGo, Baidu AI ... ... more and more new dimensions of intelligence began to refresh people's cognition. In the home appliance industry, companies such as Haier, Midea and Gree, represented by technological innovation drive, are constantly strengthening scientific research, striving to enhance innovation capabilities and leading the industry. In the critical period when China's home appliance industry moves from a “great country†to a “powerful country,†technological innovation has become an inexhaustible motive force for the industry and companies to continue moving forward.
It can be seen that in recent years, countries and enterprises have increasingly attached importance to science and technology. In early 2017, the “Key Technology and Application of Internationalization and Industrialization of DTMB System†project participated by household appliance companies such as Skyworth, Hisense, Changhong, and Haier won the first prize of the National Progress Award. It is understood that this innovative technology is one of the core supporting technologies for China's digital TV compulsory national standard GB20600-2006 (referred to as DTMB).
In March of this year, the United States even throws a redefinition of itself. In the home appliance industry to accelerate the transformation and upgrading, layout into new industries, to international operations, the United States announced that it will become a global leader in consumer electronics, HVAC, robotics and industrial automation systems technology group. In the future strategic landscape of the United States, the Shuangzhi strategy is the key to the development of the enterprise. The new industrial layout has become the core word, and technological innovation is the driving force.
When it comes to technological innovation, Jiang Feng, chairman of the China Household Electrical Appliances Association, said at the just-concluded 2017 China Household Appliances Technology Conference that in the past five years, through the efforts of the entire industry, China's home appliance industry has significantly improved its technological innovation capabilities. The new stage of mimicking, shifting to and running and leading coexistence is at an important stage in which the ability to innovate has been fully enhanced. In some areas such as smart manufacturing, innovative technologies, and smart home appliances, China has even taken the lead.
With the emphasis placed on the core technology by home appliance giants, the patent wars between home appliance companies are also rising one after another this year. Only the patent warfare between the two major giants of the United States and Gree has taken a few months to compete for patents. The two patent giants filed patent infringement lawsuits against each other, and the accumulated claim amounts to 100 million yuan. 12 from. Not only did Gree and Midea’s patent warfare frightened, they also prosecuted each other with Oaks. As China’s home appliance brands accelerated its capture of cities in North America and even in the global market, lawsuits between Hisense and Sharp also spanned throughout 2017.
According to industry insiders, “From the perspective of the ever-increasing patent warfare among major home appliances companies, home appliance companies have increasingly attached importance to patents, and this is behind the industry’s technical barriers and increased competition. With the acceleration of innovation in home appliance companies, the future Two-year home appliance patent warfare will also be launched frequently."
Smart, frequency conversion becomes a new growth, strong alliance and new force
In 2017, the consumption upgrading process in the Chinese home appliance market continued to accelerate, with obvious effects. High-end new products such as smart, variable frequency, and embedded became the new growth pole of the market. Looking at the entire home appliance market in 2017, we will focus on "changing" the word.
During the year, the development of the Chinese home appliance industry continued to be driven by resource-driven, scale-driven, efficiency-driven, and innovation-driven transformations. The innovation of new production modes such as new technologies and new business models will bring new opportunities and challenges to the entire industry.
The demand for household appliances market is changing. Today, quality consumption has become a key word for the Chinese home appliance market. The 19th National Congress also pointed out that socialism with Chinese characteristics has entered a new era, and the major social contradictions have turned into a contradiction between the people’s ever-growing needs for a better life and unbalanced and uneven development. In particular, the “Three Goods†strategy (increasing variety, quality, branding) has become an important promoter and measure for the transformation and upgrading of many home appliance companies.
In the vertical, the function of the product is iterated, and the improvement of quality allows consumers to enjoy a better and more convenient life. In the future, the consumer demand that the home appliance market will face will be more than a quantitative change from nothing, but a qualitative change from good to bad. Consumers in the popularization stage are satisfied with basic functional requirements. Consumers in the replacement stage have higher requirements on the quality of the product. This forced appliance manufacturers to shift from extensive operations to finer production. In the horizontal direction, the categories of home appliances have been increasing, showing diversity, and continuing to satisfy the market demands of consumers with multiple and individualized products. Whether it is the gradual emergence of various types of small western-style household appliances or environmental improvement products that have become increasingly popular due to environmental problems, the market has witnessed a significant increase.
Home appliance industry channels are changing. The progress of science and technology has promoted profound changes in the marketing model, continuous innovation in marketing concepts, and multiple expansion of sales channels. Online sales are gradually becoming mainstream. According to the Analysis Report on Home Grid Acquisition in the First Half of 2017, in the first half of 2017, China's B2C home network purchase market (including mobile terminals) has reached 200 billion yuan, reaching 216 billion yuan, a year-on-year increase of 16.9%. The penetration rate of home network purchases (excluding mobile terminals) was 24.88%, exceeding 20% ​​for the first time, and reaching a new level.
Today, online promotions such as Shuang 11, Shuang 12, 618, 418, 818 have become consumption feasts for the entire industry. In the past double 11 period, Tmall turnover reached a record 168.2 billion yuan. The growth of numbers is mere representation, and the integration and change within the channel is the initial. In 2017, online platforms such as JD.com and Tmall continued to use force lines to try to create a new retail model with online and offline linkage. Traditional home appliance chains such as Suning and Gome also continued to innovate their strategic deployments and build new marketing models.
In 2017, Gome highlighted the new retail strategy - creating a new retail ecosystem with the value of "6+1" as the shock and new supply chain as its core competitiveness. In May of this year, “Gome†announced its official name as “GOME Retailâ€. This change is certainly not just a name change, but also reflects the thinking and layout of the country’s future development direction.
Zhang Jindong, chairman of Suning Yunshang, once stated that in the future, retailing is smart retailing, which means using the Internet and Internet of things technology to perceive consumption habits, forecast consumption trends, guide production and manufacture, and provide consumers with diversified and personalized products and services. It is understood that this year's Suning 818 fever shopping festival is based on the "intelligent retail" theory to create a "new sample."
The market structure is changing. In 2017, once the “dark horse†in the field of Internet TV, LeTV was looking for a subversive move and encountered a lot of trouble. The once-famous new flight also gradually fell into the situation of stopping production and recombining... In 2017, there were new brands entering the market. In the field of home appliances, there are also brands that have been withdrawn or eliminated. As if it were still bright yesterday, it will be dim and lightless the next day.
Of course, in addition to gradually ending up, it is more worthy of attention that the new era of strong alliances. It can be clearly seen that in 2017, Xiaomi and Changhong, Oupai and Linne, Bosch and Wanhe, Meiling and CANDY, Midea and AEG have staged one after another, and staged an occasional strong skewer for the Chinese home appliance industry. . Integration and transformation have become the key words for the home appliance industry in 2017, and the upcoming 2018 will provide a broader stage for Chinese home appliance companies. In 2018, wait and see.
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