In the early stage of the development of China's home appliance market, foreign-owned home appliance companies have been playing a leading role, and now they are gradually on the verge of competition in the Chinese market. The data shows that Panasonic’s retail volume in April was only 1,741 units, and the market share was only 0.2%; In China's share of refrigerator sales in 2017, Haier was 6 times as much as Bosch and nearly twice as much as Siemens.
A number of industry experts stated that the rise of China’s home appliance companies is inseparable from the development of the economic environment and its pursuit of technology and brands. In the future, the global home appliance pattern is heading toward China and South Korea, and Europe and the United States will participate in the direction of development.
Gree related person in charge told reporters that Gree technology has been pressing on the Japanese and American departments. His related person in charge also admitted to the reporter that in sponsoring sports events, Hisense was bold and determined, and sponsored the World Cup. It was the fastest. The economical global brand growth path means that Hisense will greatly shorten its 'growth time' around the world and become China's first rapidly rising international consumer electronics brand.
Foreign home appliance market share gradually shrinks
In recent years, the performance of foreign-owned household appliances in the Chinese market has gradually faded from the aura of the 'leader'.
A few days ago, the General Administration of Customs of China issued an announcement that Bosch Thermotechnology (Beijing) Co., Ltd. submitted a recall plan to the General Administration of Customs. From May 15th, it recalled some of the imported brands of Buderus and Bosch. Premixed gas-fired floor-standing boilers. According to public information, the premixed gas-fired floor-standing boilers in the scope of this recall mainly have the problem of no warning signs on the boiler body. There are hidden safety hazards. According to statistics, the mainland of China is affected. The total number of products is 4,425.
It is understood that both Bosch and Siemens are German appliance brands. In 1967, they jointly formed the German Bosch and Siemens Home Appliances Electronics Group (hereinafter referred to as 'Boshi's Home Appliances'). Since entering the Chinese market in the 1990s, the types of products sold have included household appliances. Refrigerators, washing machines, kitchen appliances, electric water heaters, small home appliances and imported high-end products such as dishwashers and ovens.
However, according to the “Refrigerator Industry Annual Report” released by Ovey Cloud Network, the share of retail sales of Siemens refrigerators in offline sales in 2017 was 13.3%, which was a year-on-year increase of 0.2%. The retail sales of Bosch refrigerators was 3.8%, up 0.6% year-on-year. Compared with Haier, the leader in the refrigerator market, the latter accounted for 25.1% of retail sales, which is six times that of Bosch and nearly twice that of Siemens.
The development of Japanese household appliances represented by Panasonic, Sharp, Toshiba, and Hitachi also appeared to be awkward. Due to the failure of bet plasma TVs in 2011 and 2012, Panasonic lost more than 700 billion yen for two consecutive years, and then it will focus on Enterprise-level market leans.
China Yikang’s retail sales monitoring data for China's color TVs in April showed that Panasonic’s TV retailers, which once were global, only had 1,741 units in April, accounting for only 0.2% of the market; retail sales amounted to 9.15 million yuan, accounting for only 0.24. %. Retail volume ranks second among the 20 statistical brands. At the end of March, Matsushita Electric (China) Co., Ltd. released a product recall plan, saying that it will recall two TV models of about 15,000 units in China.
In order to compete for more market share, Sharp's 'marriage' of Sharp's is pursuing a strategy of low-price sales. According to China Excell.com, the average price of Sharp's TV in China dropped sharply from over 6,000 yuan to 3,800 yuan last year. In this regard, household appliance analyst Zhang Jianfeng said that giving up the high-end image and taking the low-price strategy was not a long-term strategy for Sharp.
People are quite embarrassed, and China Xinfei Electric is facing bankruptcy. Alibaba auction platform shows that 100% equity of New Flying Systems (Xinfei Electric Appliances, Home Appliances, Refrigerator Appliances) 3 companies will be on June 28, 2018, On the 29th, a public auction was conducted on the Taobao.com Judicial Auction Network Platform of the Xinxiang Municipal Intermediate People's Court of Henan Province. The starting price was 450 million yuan and the margin was 100 million yuan. Several industry insiders told the reporters that the era of Xinfei Electric was over. This is due in large part to the lack of understanding of the Chinese market after the Singapore Hong Leong Group took control of the company.
Made in China is going to the world
In contrast with the gradual shrinkage of foreign brands in China, it is the Chinese home appliance companies that are seeking more promising opportunities in the international arena.
In overseas markets, Haier’s acquisition of GEA won the North American market and its own branded matrix took the lead in globalization. The United States, with 29.2 billion yuan, holds more than 94.5% of its shares and acquired Germany’s KUKA, and has entered the field of automotive robots.
According to the Forbes magazine’s recently published list of 'Global 2000 Top 2000 Companies' published by Forbes magazine, seven home appliance companies have entered the list. Among them, there are three home appliance companies in China, namely Midea Group, Gree Group, and Haier Group. Group, rankings are: 245, 294, 565.
According to Zhang Jianfeng, Chinese and foreign brands have shown a trajectory of the development of home appliances in China. In the initial period of reform and opening up, foreign home appliances have been the leader in technology leadership. However, with the Chinese and foreign home appliance games, China's home appliance companies have gradually broken through. Technology innovation, and formed its own scale advantages, found its own development path.
At the same time, in the recent World Cup matches, Chinese home appliance companies are also actively participating in the promotion of international reputation. It is reported that Hisense, a home appliance company eager to sponsor high-end sports events, has become the first Chinese sponsor in the 56-year history of the European Cup. Business, the first Chinese TV brand in the history of the World Cup in nearly a hundred years. Hisense related leaders told reporters that sponsoring the World Cup is the fastest and most economical global brand growth path, which means that Hisense will greatly shorten the global 'growth time'. , Become China's first rapidly rising international consumer electronics brand.
In response to the continuous rise of Chinese companies in the global market, household appliance industry watcher Hong Shibin said that over the past five years, surpassing foreign brands in the global market has been the development goal of Chinese home appliances. 'We must first do a good job, because we have a channel advantage in the Chinese market. , but relatively weak in the world; the second is in the brand, we must cultivate the awareness of international consumers of Chinese brands; third is technology, only force technology innovation can better consolidate the market position.
