The household electrical appliance enterprises have successively released the 2017 annual performance report. The two major well-known household electrical appliance groups in China, Midea Group and Haier Group, have similar operating revenues at a fantastic figure of '241.9 billion yuan'. Obviously, the first dispute in the Chinese home appliance industry has emerged. A new situation of being tied.
In addition, color TV companies and kitchen and electric companies also handed out beautiful answers. In the context of consumer upgrading, new competition has begun to emerge. Who can stand out in a new round of competition?
White Power: Diversification is a Common Choice
Haier, Midea and Gree are hailed as the “Big Three” in the white power industry. In the past two years, they have undergone drastic cross-border or inter-bank mergers and acquisitions and restructurings, and their unremitting diversified development layout has formed their own unique development path.
On the evening of March 30, Midea Group released its annual report. The company's total operating revenue in 2017 was 2.419 billion yuan, an increase of 51.35%; net profit was 18.611 billion yuan, an increase of 17.33%.
Previously on January 6, the Haier Group announced that in 2017, Haier Group achieved global sales of 241.9 billion yuan, up 20% year-on-year; total profits and taxes exceeded 30 billion yuan, of which operating profit increased by 41% year-on-year.
Industrial Economic Observer Liang Zhenpeng said in an interview with reporters that any industry will have a first complex, this coincidence also makes the market full of dreams and expectations. 'A careful analysis, flat is the total revenue of the two major groups, Haier has always maintained the ice wash industry. With its leading position and market share, Midea’s new robotics and automation systems segment contributed more than 10% of its revenue, helping Meimei’s overall revenues to exceed a new level of RMB 200 billion for the first time, which indicates that China’s two major home appliance giants will be in 2018. The market competition will inevitably become more intense.
Household appliance industry analyst Liu Buying introduced that the Haier Group and Midea Group's industry structure are highly similar, with only slight differences in individual fields. The United States does not have a mobile phone business, and Haier's robot layout is inferior to that of the United States. Midea acquired one of the world's four largest robot companies' German banks. After the card group, they want to gain more say in the intelligent production in the general industry and the future market of home robots.
Different from Haier and Midea, Gree took the path of independent innovation. Although Gree’s annual report was not released, its last three quarterly reports showed that Gree’s revenue for the first three quarters of 2017 was 110.9 billion yuan, an increase of 34.5% year-on-year; 15.5 billion yuan, a year-on-year increase of 38%. The gross margin reached 31.4%.
In an interview with reporters, Dong Mingzhu said that in the era of artificial intelligence, Gree did not feel panicked, but rather was proud. 'From specialization to diversification, Gree has always insisted on independent innovation. At present, Gree’s revenue structure accounts for air conditioning’s share. More than 80%, but this does not stop Gree from trying to diversify its development in the past 5 years. Gree has entered the fields of small household appliances, mobile phones, smart equipment, etc. Currently, it has reached a higher level in the field of CNC machine tools. We believe that Gree The independent innovation will have results.'
TV: Out of the box
In 2017, the global television market was in short supply. According to data released by the market research agency IHS, global TV shipments in 2017 decreased by 3.4% year-on-year. According to data from China Econ Times Research Co., Ltd., domestic TV retail sales decreased year-on-year in 2017. 8.1%.
Against this backdrop, the transcripts submitted by color TV companies are still dazzling.
The 2017 annual results announced by TCL Multimedia Group on March 29 showed that its operating income increased by 22.4% year-on-year, and net profit increased by 350.8%.
According to the annual report disclosed by Hisense Group, the company achieved operating revenue of RMB 33.009 billion in 2017, which represents a year-on-year increase of 3.7%. However, due to the sluggish TV market and sharp increase in panel prices, the net profit attributable to the shareholders of the listed company was RMB 942 million, a year-on-year decrease. 46.44%.
According to the annual report of Konka, during the reporting period, the Group achieved a total operating income of 31.228 billion yuan, up 53.84% year-on-year, and the net profit attributable to shareholders of listed companies was 5.057 billion yuan.
Behind the brilliant annual report, the transformation of color TV companies has also been put on the agenda.
In the 2017 annual report, Hisense Electric first proposed that in order to realize the transition from 'TV companies' to 'display companies', it will promote industrial chain extension and industry expansion.
In November 2017, Hisense and Toshiba Corporation reached an agreement to acquire a 95% stake in Toshiba Image Solutions, Inc. Hisense obtained a package of technologies, products, brands, and operation services for Toshiba TV. Hisense Group said at the time that it would Increase investment in the field, expand the operating income of large-screen televisions.
Li Dongsheng, Chairman and CEO of TCL Group, also stated that while consolidating and enhancing its TV business, TCL will actively diversify its business and gradually open up smart AV, smart home and other businesses through investment, mergers and acquisitions and restructuring. Business growth space.
Data from Zhongyikang predicts that in 2018, the TV market is expected to have a recovery growth. It is expected that domestic laser TV sales will increase by 117% year-on-year in 2018, and 65-inch and large-screen TVs will account for 8.3%, accounting for 4K TVs. Will reach 65.5%, AI TV sales will increase by 353% year-on-year.
'The year 2018 is a major sports year. The World Cup and Asian Games will be held. It is a good opportunity for color TV companies. However, mobile phones, tablet PCs, etc., have diverted people's time for watching television, and the scale of television will no longer grow by leaps and bounds. In the process of thinking about how to seek transformation, we must jump out of the box of simply doing television. 'Peng Xiandong, general manager of consumer electronics division of Zhongkang, said.
Kitchen Appliances: Youth in town helps outbreak of kitchen appliances
If the topic of color TV giants is to study the new consumer groups after the 90s, then the kitchen power companies are experiencing the strength of young people in the town.
On February 26, Boss Electric released its 2017 performance report: In 2017, it achieved a total operating revenue of 6.999 billion yuan, a year-on-year increase of 20.78%. On the same day, Vantage also released its 2017 annual earnings report: During the year, it achieved revenue of 5.731 billion yuan, an increase of 30.4 year-on-year. %.
Fangtai, the same as the "kitchen power giant," is not a listed company. Its official website shows that in 2017, Fangtai kitchen power sales revenue (excluding tax) exceeded 10 billion yuan, becoming the first kitchen electric company with sales exceeding 10 billion yuan.
According to the total data from Ove Cloud Network, total household appliances in 2017 reached a total of 79.4 billion yuan, an increase of 14.3% year-on-year, and this year is expected to exceed 100 billion yuan.
According to the data from China Kitchen Power Grid, as of December 31, 2017, the penetration rate of 100 households of household kitchen appliances in China was only 44.5%. From the perspective of vertical development, the potential for the development of future kitchen and electric appliances can still be expected.
Li Yunlong, president of the South China Operation Headquarters of Boss Electric Co., Ltd., told reporters that in the third and fourth line markets, young people in the town have become mainstream consumer groups. They value the quality and experience of products, and are more willing to purchase high-end products. Compared to 2017 and 2016, In the third and fourth line market, the sales of kitchen appliances increased by more than 46%, and the high-end products have a huge space in the third and fourth line markets.
Zhang Licong, chief analyst of household electrical appliance industry of Essence Securities, believes that real estate in the first and second tiers of the year is limited to purchases, while the third and fourth tiers are accelerating destocking. Therefore, different local real estate trends have emerged and are now reflected in sales of home appliances. Home appliance sales in second-tier cities began to be under pressure, and home appliance sales in the third- and fourth-tier markets were very good.