This side of the box, Hisense Electric acquired Toshiba TV, among the top three in the world; the other hand, the new aircraft to submit the reorganization instructions, 'Golden Flower' dying.
China's home appliance industry from the early follow-up to the original imitation of imitation, from OEM to brand output, from foot to China to the world, along the way, flowers are also thorns, some people were left behind.
China's home appliance business will open a new journey, still need to go far and look forward to their own destiny firmly in their own hands.
Leading enterprises to the world
On November 14, Hisense Electric and Toshiba jointly announced that they will acquire a 95% stake in Toshiba Imaging Solutions at a cost of 12.9 billion yen (about 754 million yuan) after the completion of the acquisition, and that Hisense Electric will enjoy the Toshiba TV products, Brand, operations services and other package business, and has Toshiba Television global brand authorization for 40 years.
Hisense said the acquisition will enhance Hisense's brand presence in Japan and represent an important step toward internationalization, and Toshiba's technology in the display area is at the forefront of the world and can be combined through acquisitions.
The acquisition is completed, the world's top five TV manufacturers will re-seat: Samsung, Haier, Hisense, Sony and TCL, domestic brands occupy three seats.
Midea Group also had an acquisition.On March 30, 2016, Midea Group announced that it intends to about 31 billion yuan acquisition of 80% of Toshiba's white goods business equity, access to 40-year global brand Toshiba brand and more than 5,000 with white goods Related to patented technology.The acquisition, making white market share in the world's second-largest group of the United States, to further consolidate its position.
In recent years, China's home appliances to accelerate the go out, the use of mergers and acquisitions and other tools to speed up the pace of internationalization.On January 15, 2016, Qingdao Haier announced that it intends to spend 5.4 billion acquisition of GE home appliances business, with a view to its first-class logistics and distribution capabilities, As well as a strong retail network in the United States market, knocking on the door to the United States market.
Earlier, Haier acquired Fisheries Parker, the home appliance brand in New Zealand, Changhong acquired Sanyo's China operations and Haier acquired Sanyo's white goods business.
In addition to the M & A business in the home appliance industry, China's home appliance giants are still making their efforts in the higher-end manufacturing sector, and the U.S. group, which made huge investments in purchasing KUKA in Germany, is one of the typical examples.
The capital 'go global', meanwhile, the products are also being followed up.According to statistics from the State General Administration of Customs, from January to September this year, the number of air-conditioners exported was 45.16 million units, an increase of 22.1% over the same period of last year; the number of refrigerators exported was 37.94 million units , An increase of 12% over the same period of last year; the number of washing machines exported was 16.97 million sets, an increase of 2.7% over the same period.
The industry predicts that with the continuous improvement of quality and technology in China's household electrical appliances, Chinese household electrical appliances will have more and more strength when they come to the world market. In the future, the export of household electrical appliances in China will still maintain its growth trend.
Decision mistakes lead to difficulties
Just at Hisense, the United States gradually boarded the top of the world, the original 'King of refrigerators' reputation of the new flying electrical appliances are in trouble.
November 1, a statement on the restructuring of the new flying out: 'forced by the funding chain pressure, the company currently only stop production'.
The note pointed out that the company has been in sustained losses over the past few years, although the foreign shareholders to give a lot of money and support, but still can not completely restore the company's market challenges.This is the new production of foreign-controlled Sinotrans third stop .
This had to be thought-provoking: As a Chinese home appliance business counterparts, why Hisense, the United States and other companies can rise in the world, once the proud of the people of the new flight is on the verge of extinction?
'New fly step by step to the current dilemma lies in the company's product size and capacity without a breakthrough, new products, new technologies are also very backward grasp of' a familiar with the new fly the industry insiders heartbroken 'All this stems from The blind introduction of foreign capital by enterprises and the loss of controlling interest led to a series of mistakes in terms of development direction, product development, quality control and brand promotion.
After the rapid growth in the 1990s, the Chinese home appliance industry urgently needed more capital to expand and introduce foreign capital, especially the introduction of Fortune 500 companies. However, there was no clear and long-term strategy after the introduction of the " As a result, some state-owned brands eventually fell to the end.
Throughout the history of the development of new flying electrical appliances, in 2002, the new state-owned system reform, the introduction of the Singaporean enterprises to carry out joint ventures Fenglong Group.In 2005, Xinxiang City, Xinfei Group in the joint venture of the new flying electrical 39% The transfer of state-owned shares to Hong Kong's Hong Leong Group, which owns a 90% stake in Singapore's Hong Leong Electric, has led to a total loss of China's strategic management authority.
After changing hands, XINFEI has undergone a change in its brand positioning and promotion strategy without making any efforts to improve production efficiency, optimize products and innovate business modes, etc. Moreover, there are still some problems such as brain drain, bloated architecture, Inefficiency and slow reaction to the consumption of the terminal, etc. These problems ultimately allow enterprises to gradually lose control over the market.
Matthew effect fully revealed
China's home appliance industry is in the historical transition period from 'aspirations domestic' to 'going global.'
On September 10, the China Enterprise Confederation and the China Entrepreneurs Association released the list of Top 500 Chinese Top 500 Enterprises in the list of 8 home appliance enterprises including Haier, Midea, Gree, TCL, Changhong, Hisense, Oaks and Skyworth.
Appliance industry observers analyzed that these companies are leading the Chinese consumer electronics industry, the competitive landscape, consumer trends and development direction, the next two years, the total revenue of these eight companies is expected to exceed 1 trillion yuan mark, the industry concentration Will also be significantly improved.
'China's home appliance industry from strong to strong, from satisfying export trade to fully participate in the global market competition, is an extremely difficult process of transformation and upgrading.' 'China Household Electrical Appliances Association, Jiang Feng, said the global market trade barriers, changing environmental policy And complex, standing in the strategic perspective of global competition, on the basis of a huge manufacturing capacity scale, the Chinese household electrical appliance enterprises must master the core technology to fully meet the complex trading environment in order to be stronger product competitiveness around the world Market.
In 2017, China Household Electrical Appliances Association Consumer Survey Report on High-end Home Appliances showed that 79.3% of consumers have plans to purchase high-end home appliances in the past six months.'However, high-quality, intelligent and high-tech are the hearts of high-income consumers High-end appliances should have the product attributes. 'Appliance research expert, general manager Jia Dongsheng that the development of high-end home appliances and consumer electronics has been overwhelming.
Southwest Securities appliance industry analyst Zhu Huizhen that 'stand up' and 'go out' created the golden era of China's home appliances.Consumption upgrade to promote the high-end home appliances, consumers are more inclined to buy brand awareness, quality and experience better, Service more excellent high-end products.As the brand concentration, highlight the advantages of scale, the main contribution to the growth performance of the sub-division leading companies, Matthew effect has been fully demonstrated in the appliance industry.