China's household electrical appliance enterprises 'going out' is no longer a slogan. Beijing Business Daily reporter learned that the current Haier, TCL, the United States, Hisense, Skyworth and other home appliance giants overseas growth is growing overseas income is expected in the next two years beyond domestic income, And most of the income comes from its own brand.
In recent years, China's home appliance giants in the international market is now, TCL, Skyworth, Gree, Haier, the United States, Hisense and so on to increase the layout of overseas markets, and constantly mergers and acquisitions overseas high-end home appliances brand.TCL chairman, CEO Li Dongsheng Previously accepted the Beijing Chinese Commercial News reporters said that TCL future overseas business income accounted for more than 50%.
In 2016, Skyworth's overseas TV sales grew 3.8% from the previous year, of which 13.3% contributed to Skyworth's own brand sales, with 20 million units sold in 2017/18, with 50% of sales Skyworth's own brand.
Qingdao Hisense International Marketing Co., Ltd. Deputy General Manager Zhu Dan also revealed that in 2017 will be Hisense transit year, Hisense TV business overseas income will exceed the domestic income for the first time.It is reported that since 2007, Hisense overseas brand sales revenue increased 22 times, independent brands accounted for more than half .2016, Hisense overseas sales revenue has more than 3.5 billion US dollars, independent brands accounted for 56.8% of revenue. Zhu Dan is expected, the next five years Hisense will appear in the international market explosive growth.
In the first half of 2017, thanks to the completion of the delivery and consolidation of the overseas acquisition projects of the German KUKA, GE, and so on, the United States, Haier's operating income achieved a high growth rate of about 60% and entered the global operation stage.
At present, Haier, the United States have nearly half of the assets and income from overseas, more importantly, they have basically completed the globalization of the brand layout, the formation of global R & D resources and supply chain network this year, they completed many overseas acquisitions , To speed up the output from the product to the brand output, management output changes, played a transnational company metamorphosis.
'Our overseas revenue is estimated to account for 45% -50% this year, and our business has also undergone a new change.' 'Group Chairman Fang Hongbo said it is understood that the US group in the first half of this year, overseas revenue growth significantly. In June, the Group's overseas revenue was 31.33 billion yuan, up 14.77% year on year, accounting for 40% of the total revenue ratio. Qingdao Haier semi-annual report also shows that overseas business income of 35.083 billion yuan, an increase of 150.4% To 45%, the original overseas business (excluding GE appliances) to achieve revenue of 12.58 billion yuan, an increase of 19.7% .In addition, the first half of GE appliances to achieve income of 22.5 billion yuan, net profit of 1.16 billion yuan.
Although the appliance giant to enter the overseas market have taken the acquisition and cooperation, but these companies are not the same market strategy.China Electrical and Mechanical Import and Export Chamber of Commerce Chamber of Commerce Secretary Zhou Nan said that Haier, the United States cross-border mergers and acquisitions, on the one hand target market , Such as Haier acquisition of GE appliances mainly aimed at the US market; the other hand, in order to enhance the strength of R & D, such as the acquisition of the United States to enhance the smart card manufacturing capacity.According to Li Dongsheng introduction, TCL in different regions to implement different strategies, such as emerging markets in Vietnam and other emerging markets, According to IHS data, in the first quarter of 2017, TCL in the North American TV shipments 95 million units, accounting for 13% of the share, the first time jumped, the first time in the first quarter of the year, To the North American color TV market third.
In recent years, after fierce competition in domestic and foreign markets, China's home appliance brand has been basically out of the simple foundry era, independent design and development to become the industry mainstream. 'China's home appliances' going out' mission has been completed, is currently entering the Chinese brand and China Innovation 'going out' of the new era. 'Zhou Nan said.