For China's home appliance industry, 2017 is a distinctive year, both a pioneering new chapter, but also full of thorns and distressed road.
This year, the Chinese home appliance sector in the capital market has been sought after as a whole, many leading stock prices hit a record high .In November, three consecutive trading days in Qingdao Haier, the United States Group, Gree appliances have hit a record high in succession. Qingdao Haier November 21 reached 21.31 yuan, reaching the highest point in history; November 22, Gree reached a record high of 48.19 yuan, the same day the United States Group broke through 57.93 yuan in one fell swoop. So far this year, Qingdao Haier, Midea Group and Gree Electric Appliances rose up 100%, 103% and 90%, while other small household appliances Swan A, Flying Branch Electric also hit a new high.
Household appliances enterprises in the secondary market dazzling performance and its strong business is directly related to the same time, with the appliance business in artificial intelligence, intelligent equipment and other fields to accelerate the expansion and innovation, home appliances industry has begun a new journey. Internationalization, frequent cross-border vertical and horizontal cross-border mergers and acquisitions, patent war are much market attention .LetTV, the fall of the new fly sigh, and the new era of powerful alliances and the birth of new forces.
When China's economy is gradually entering into a new normal and consumer demand is constantly changing, the Chinese home appliance industry has also deduced, developed and renovated in the new market environment and pattern. From intelligent manufacturing to expanding international influence, from strengthening technical innovation to keeping up with the market Changing situation, China's home appliance industry in the 'big country' to 'power' in the process, but also one step ahead.
Home appliance giants and real estate firms in hand
Expand intelligent manufacturing 'card bit war'
In 2017, the smart manufacturing industry including smart devices and smart home will become a new story for the home appliance industry. The home appliance giants are also beginning to work together with major real estate developers and Internet companies to speed up the deployment through strategic alliances.
In order to promote the transformation and upgrading of the manufacturing industry, the state has put forward the strategic plan of "Made in China 2025" and gradually pushed forward the implementation and implementation of the plan. In the past year, as a traditional manufacturing industry, the home appliance industry increasingly realized that traditional labor- The constraints of the new era, but also gradually realize the new scientific and technological forces on the efficiency and subversion industry.Harmel, the United States, Gree and other Chinese home appliance industry leaders actively optimize the layout of the factory, create a new manufacturing system, a firm road to intelligent manufacturing, building a The representative of the smart factory.
Haier is in the smart manufacturing path to go earlier appliance business three months ago, Haier smart kitchen Internet factory built in Haier Industrial Park, Qingdao New West Coast Zone, the first batch of high-end custom cloud kitchen range hood off the assembly line It is understood that at present, Haier has built 8 interconnected factories in China, including refrigerator factories in Shenyang, water heater factories in Qingdao, central air-conditioning interconnection factories, and gradually replicated in 108 factories around the world. Haier insiders, Haier Group to carry out Internet The transformation of the factory model has brought significant overall economic benefits to the Group: a 20% reduction in operating costs, a 20% reduction in product development cycles, an increase of 10% in annual output and an increase of 39% in annual profits.
The establishment of a model factory demonstration is only a small step Haier to wisdom to create era .2017, Haier formally announced the provision of COSMOPlat social services, is the real Jian Qi .This model can provide enterprises with intelligent manufacturing transformation and upgrading to provide soft Integrated hard-scale mass of the overall solution and value-added services.
Gree in the smart manufacturing also frequently, and achieved success.In the just-concluded 2017 World Conference on Intelligent Manufacturing, Dong Mingzhu, Chairman of Gree, said: 'Innovation is the driving force behind the manufacturing industry.' In 2017, Gree further strengthen the layout of intelligence Equipment manufacturing, not only to create unmanned chemical plant to meet their own manufacturing needs, but also to external mass production, to provide customized integrated application of industrial robots, large-scale automated production line solutions.Graphic intelligent equipment currently covers CNC machine tools, industrial robots More than 10 areas, the cumulative output of more than 5,500 sets of automation equipment, the cumulative output value of about 3 billion yuan.Grid Electric released in mid-year report 2017 shows that in the first half of 2017 Gree electrical equipment business revenue 962 million yuan, compared to A 27-fold increase over the same period of the previous year.
Unlike Gree's sticking to the path of innovation in smart manufacturing, the United States has taken a different path with fancy M & A. In early 2017, when Murakami's acquisition of KUKA was just concluded and settled with high-tech Israeli enterprises (Servotronix) to reach a strategic cooperation in the United States in the robotics and industrial automation industry caused the frequent moves in the smart.In manufacturing, the United States, for example, the United States air-conditioning in the field of intelligent manufacturing has invested 1 billion yuan, the number of robots reached 562 It is worth mentioning that, although the number of factories in a substantial reduction in the number of workers, but the factory's peak is increasing year by year.Wu Wenxin, vice president of Midea Group, said: 'Intelligent manufacturing is the only way for Chinese manufacturing enterprises '
And the United States and other home appliance giants are frequently hand in hand with real estate developers, started a new battle in the smart manufacturing industry.Recently, the United States Group and Country Garden strategic cooperation in Foshan plans to build intelligent manufacturing unmanned factory, KUKA robot town.In addition, Midea Group is promoting the privatization of its listed company Welling Holdings, Welling Holding will cooperate more closely with KUKA in the future to further expand the robotics and intelligent manufacturing industry sectors. Haier Group signed a contract with Guangzhou Nansha Development Zone to invest in the construction of intelligent Manufacturing and smart logistics center, will produce 5 million sets of smart air-conditioning, Haier M & A GE white home appliances will also be industrialized in Nansha.
Zhang Chong, president of China National Light Industry Council, said: 'The home appliance industry should make efforts to raise the level of production intelligence, speed up the development of intelligent equipment, and promote the integrated application of whole process such as cloud computing and big data to provide more production intelligence and management intelligence , Service intelligence development experience.Chinese home appliance giants in the intelligent manufacturing to make unremitting exploration, let the industry usher in a new business inflection point, to create China's new profit-making mode of manufacturing, but also for the upgrading of various industries to provide experience.
International market stirring situation
Construction M & A sports marketing full force
According to the "Guideline for the Development of China's Household Electrical Appliances Industry during the 13th Five-Year Plan" formulated by China Household Electrical Appliances Association, by the end of the 13th Five-Year Plan period, China's household electrical appliance industry should step into the ranks of the world's home appliance powerhouses. After more than 30 years of hard work in China's home appliance industry, The status of China's home appliance powerhouse has been difficult to shake, but still a little distance from the appliance power.
It is worth mentioning that, in recent years, China's household electrical appliance enterprises are gradually beginning to stir the turmoil in the international market.Whether Haier has acquired Sanyo White, Fisher & Park, GE Appliances, or the United States Group have purchased Toshiba White, KUKA, Germany, Italy Clivet, a Chinese home appliance company, has been continuously exporting its influence to the world In 2017, the internationalization of China's home appliance enterprises has made great strides, and the brand and technology of excellent home appliance enterprises have gradually extended to the world.
Recently, TCL global creative projection ads landed one after another in New York, the United States, Paris and other six cities in France, brushed the United States Empire State Building, the French art gathering Moulin Rouge and other internationally renowned landmark buildings, aroused widespread concern.It is understood that since this year, TCL big country brand advertising along the "Belt and Road" along the 15 countries, the domestic 230 city, the scale linkage effect is obvious; Germany IFA period, TCL's flagship product advertising covers France, Germany and other multinational cities in the core areas of the airport and the city, a full display of Made in China The strength and courage.
Just in November, TCL together Argentina's giant home appliance giant RADIO VICTORIA, Buenos Aires officially signed a joint venture to engage in the production and distribution of television, air conditioners, mobile phones and small appliances, etc. 'Hope that within three years, TCL Group's overseas revenue accounted for further increase to 50%. 'TCL Group Chairman Li Dongsheng said.
Hisense will also continue to exert its influence in the international market in 2017. Hisense, which has been sweetened by the sponsorship of the European Championship in France, became the official sponsor of the 2018 FIFA World Cup in April this year. Hisense constantly strengthens the internationalization of its brand building and further enhances its global brand Sponsored internationally renowned sports events is an important marketing tool Hisense, which has sponsored the United States NASCAR car race, F1 Red Bull Racing, Germany Schalke 04 Football Club and the Australian Open Open.
More importantly, during this year, Hisense completed the acquisition of Toshiba, which is an important part of the history of China's home appliance industry.At present, Hisense has established 17 overseas branches to carry out localized operations covering Europe, the Americas, Africa, the Middle East, Australia and Southeast Asia and other markets.
In addition to mergers and acquisitions, Haier continued to strengthen international expansion in 2017. In November, Haier officially put into operation in India's industrial park, the washing machine factory in Russia has also been opened and is expected to be completed in 2019. It is understood that in Russia, Haier has now entered the 800 Home retail stores, establish a more complete sales network, at the same time set up more than 300 after-sales service outlets, covering Russia throughout the same time, Haier has begun to establish its own e-commerce system in Russia.
Data show that during the 12th FYP period, the average annual export growth rate of China's household electrical appliances dropped to the lowest level at 3.1%, while the total export volume of household electrical appliances declined slightly in 2016. By 2017, the export market has shown a marked recovery trend .
Under the efforts of China's home appliance enterprises, China's home appliance export market performed well in 2017. According to the data of the General Administration of Customs, in January-October 2017, the cumulative export volume of large appliances was 170 million units, up 11.3% and the export value reached 201.2 The total export volume of small household appliances was 1.93 billion units, an increase of 7.6% with a total export volume of 22.32 billion U.S. dollars, up 8.1%.
New artificial intelligence technology to accelerate penetration
By following the turn and run, lead
In 2017, intelligent is undoubtedly the most active area of technology innovation in the global home appliance industry. New technologies such as internet of things and big data, led by artificial intelligence, continue to infiltrate and integrate into the home appliance industry. Technological advances have provided unlimited opportunities for the home appliance industry and product innovation AlphaGo, Baidu AI ...... More and more smart dimension of the novelty began to refresh people's awareness.In the home appliance industry, Haier, Midea, Gree and other technology-driven innovation as the representative of the enterprise, is constantly strengthening scientific research, and strive to enhance Innovation ability, leading the development of the industry.China's electronics industry in the critical period from 'big country' to 'powerful country', technological innovation has become an inexhaustible motivation for the industry and enterprises continue to move forward.
It can be seen that in recent years, countries and enterprises have paid more and more attention to science and technology. In early 2017, the key technologies and applications of DTMB system internationalization and industrialization involving home appliance enterprises such as Skyworth, Hisense, Changhong and Haier won the national progress Award first prize.According to understand the innovative technology, is China's digital television mandatory national standard GB20600-2006 (referred to as DTMB) one of the core support technologies.
In March this year, the United States is thrown to redefine itself in the home appliance industry to accelerate the transformation and upgrading, layout into the new industry, to international operations, the United States announced that it will become a global leader in consumer appliances, HVAC, robotics and industrial automation System science and technology group in the United States in the future strategic picture, double wisdom strategy is the key to enterprise development, new industry layout as the core word, science and technology innovation is the driving force.
Speaking of technological innovation, at the just concluded China Home Appliances Technology Conference in 2017, Jiang Feng, chairman of China Household Electrical Appliances Association, said that in the past five years, after all the efforts of the industry, China's home appliance industry, technological innovation capability increased significantly, The new phase of imitation-based, turn-and-run-led coexistence is in an important period with an overall improvement in innovation capability, and China has even come to the front in some areas such as smart manufacturing, innovative technologies and intelligent home appliances.
With the giants of home appliances attach importance to the core technology, the patent war between home appliances enterprises also come and go during this year.Only the beautiful, Gree between the two giant market concern patent battle took several months, The two patent patented patent infringement litigation filed by the two giants, the cumulative claim amount has reached 100 million yuan, the case a total of up to 12. Not only Gree and the United States played a frightening patent war, and Oaks also sue each other as China Appliance brands in North America and the global market to accelerate the capture of the city, the lawsuit between Hisense and Sharp also runs through the entire 2017.
The industry believes that: 'From the increasingly fierce battle between the major home appliances business patent point of view, the more emphasis on home appliances business patents, and behind this is the industry's technical barriers to intensify competition with the accelerated innovation of various home appliances business, the future of a Appliance patent war two years will also frequently open fight.
Smart, frequency become a new growth pole
Strong combination to generate new strength
In 2017, the process of upgrading the consumer electronics market in China continued to accelerate and the effect was obvious. Mid-to-high-end smartphones such as smart, variable frequency and embedded devices have become the new growth poles in the market.
During the year, the development of China's home appliance industry continued to shift from resource-driven and scale-driven to efficiency channels and innovation-driven innovation in production and organization modes such as new technologies and new business models, which will bring brand new opportunities and challenges to the industry as a whole.
Household appliances market demand is changing.Nowadays, the quality of consumption has become the key to China's home appliance market can not be found around the Nineteenth Congress also proposed that socialism with Chinese characteristics entered a new era, the main social conflicts have transformed the people's growing good life needs and Imbalance between the development of inadequate contradictions.Especially the "three-product" strategy (by varieties, mention quality, brand), has become a lot of home appliances business transformation and upgrading of an important promoter and measure.
In the vertical direction, product function iteration, quality improvement allows consumers to enjoy a better and more convenient life.In the future consumer electronics market to face the consumer demand, more than not from the quantitative change, but from there to Good qualitative change. The universal stage of the consumer, to meet the basic functional requirements, while the replacement phase of the consumer, the product quality has a higher demand.This forcing home appliances manufacturers from extensive operation to fine production change In the horizontal direction, the category of home appliance products is increasing and diversifying, and the market demand of diversified and individual consumers is constantly met. Whether it is the gradual rise of various types of western-style small household appliances or environmental improvement products that are increasingly hot due to environmental problems, Significant increase in the market.
Home appliance industry channels are changing.Science and technology progress to promote profound changes in marketing, marketing innovation, sales channels diversified .Online sales is becoming mainstream .In the first half of 2017 home appliances online shopping analysis report "shows that in the first half of 2017, China's B2C appliances The online shopping market (including mobile terminals) has reached 200 billion yuan, reaching 216 billion yuan, an increase of 16.9% over the same period of last year. The penetration rate of online shopping (excluding mobile terminals) in household appliances is 24.88%, exceeding 20% for the first time and going to a new level.
Today, Double 11, Double 12, 618, 418, 818 and other online sales promotion node has become a feast of the entire industry in the double 11 during the recent turnover of Cats and a record reached 168.2 billion yuan. Just appearance, channel integration and changes within the company is the initial .In 2017, JD.com, Lynx and other online platforms continue to force line, trying to create online and offline linkage of the new retail model.Traditional appliance chains Suning, Gome, etc. Also continue to reform the strategic plan to build a new marketing model.
In the year of 2017, Gome emphasized the new retail strategy - the new retail ecosystem that creates electric shocks with the value of 6 + 1 and takes the supply chain as its core competitiveness. In May this year, Gome announced that it officially changed its name to 'Gome Retail Of course, this change is more than just a change of name, but also reflects the thinking and layout of the United States for the future direction of development.
Zhang Jindong, chairman of Suning cloud business has said that the future retail is smart retail, that is, the use of the Internet, Internet of things technology, perceived spending habits, forecasting consumer trends, guide manufacturing, to provide consumers with diverse and personalized products and services. It is understood that this year's Suning 818 Fever Shopping Festival is relying on 'smart retail' theory to create a 'new sample'.
The market structure is changing: In 2017, once the "dark horse" in the field of Internet TV had no small inconvenience to LeTV who wanted to overturn, once the well-known Xinfei also gradually fell into the state of production stoppage and reorganization ... 2017 There are constantly new brands into the field of home appliances, but also continue to have the brand exit or be eliminated .If it was yesterday, still fresh, dark the next day.
Of course, in addition to gradually died down, more noteworthy is the powerful combination of the new era.It is clear that in 2017, Xiaomi and Changhong, Europe and the forest, Bosch and million and Meiling and CANDY, the United States and AEG, etc. Stage, for the Chinese home appliance industry Staged a powerful vertical skewer Lianzheng. Integration, change has become the key words in the home appliance industry in 2017, and the upcoming 2018, China's household electrical appliance enterprises will provide a broader stage. Year, wait and see.