Home appliance industry starts a new round of adjustment

According to analysis of Hu Xiaohong, Director of the Information Department of the China Household Electrical Appliances Association, in 2014, the demand in the developed countries was stable, the export situation of Chinese home appliances to the European Union and the United States was good, the Japanese market was relatively stable, and there was also a kind of emerging market in Russia that might have capital for political reasons. Fleeing and inflation will have a certain impact on the export of Chinese household appliances.

“In the past few years, we are concerned that the large-scale transfer of home appliances will not appear due to the increase in manufacturing costs in China.” Hu Xiaohong revealed that Taiwanese foundry company Tsann Kuen had transferred some of the small household appliances production to Indonesia. However, these years of development did not That's great. China's home appliance manufacturing industry has no substitute for a complete industrial chain advantage. In addition, the “manufacturing return” and “self-sufficiency” mentioned in Western Europe and the United States have not brought too much impact on the Chinese home appliance manufacturing industry. “Because of the difference in the positioning of their home appliances and manufacturing in China.”

"What is the temporary rise or fall of data? We must look at these data historically. The global economy is slowly recovering. In addition, when China's home appliance industry consciously adjusts its growth rate and adjusts its industrial structure, we must have a certain degree of psychological endurance." In the observation of the Chinese home appliance industry, Hu Xiaohong saw some positive factors.

At the just-closed China Household Appliances Expo, home appliance reporters repeatedly covered the intelligent products launched by Chinese home appliance companies and released smart strategies. What Hu Xiaohong sees is a greater change hidden behind the scenes: Some local home appliance manufacturing special equipment companies have appeared at the show. Foreign merchants therefore came to sign the purchase contract.

“The automation of home appliance special equipment will provide a driving force for the development of China’s home appliance manufacturing industry. They all say that China’s manufacturing labor bonus has come to an end, but for China’s home appliance industry, the dividend of tooling automation will soon appear.” Hu Xiaohong thinks that the development of China’s home appliance industry is very strong. .

"And line and adjust"

Hu Xiaohong’s speech has just dropped, and Chinese home appliance companies have given examples to prove it.

On March 28th, Galanz, which occupied more than half of the global microwave oven market, started its production at the Guangdong Zhongshan Smart Factory with a total investment of over 3 billion yuan. According to Galanz's final assembly shop statistics, the single-line per capita efficiency of the new plant is 62% higher than that of the traditional production line, and at the same time the loss caused by the previous manual work is avoided to some extent. In the new factory, everything from components, pre-assembly, assembly, packaging, stacking, to delivery, warehousing, and automation out of the warehouse is all in one go.

“In the past 22 years, we have already fished in the shallow water area. Now we are in a deep water area. To catch fish, we must adjust our thinking and intensive cultivation.” Liang Zhaoxian, President of Galanz Group, expressed the thinking of the Chinese home appliance companies. Transformation.

Coincidentally, on March 28, Midea, a leading white-chip company in China, announced its 2013 results: In 2013, it achieved operating income of 121 billion yuan, an increase of 18% year-on-year; net profit attributable to parent company was 7.3 billion yuan, an increase of 38% year-on-year. Exceeding the initial publicly listed profit forecast by 6.93 billion yuan. At the same time, Midea Group announced the first quarter 2014 results forecast, the company said that due to continuous optimization of product structure, high-end share continued to increase, profit continued to grow steadily, smart home and e-commerce strategy to achieve a breakthrough in the first quarter net profit is expected to increase 42%-61%.

In the past two years, due to changes in the market environment, the United States has implemented a transformation, from the previous emphasis on the scale and implementation of "product leadership, efficiency-driven, global management," the three major strategies, return to "focus on the industry, make products, ensure the scale, improve profitability" Therefore, negative news about the US’s layoffs, impaired market share, and declining performance were all over the place.

“As a listed company, the leading companies like Midea and Haier would rather sacrifice sales, and it is not easy to implement the transformation firmly.” Hu Xiaohong believes that this is also the potential for the future development of China’s home appliance industry.

With regard to the transformation of the development model of China's home appliance industry, the "12th Five-Year Plan for the Development of China Household Appliance Industry" proposed by the China Household Electrical Appliances Association in October 2010 specifically mentions it. Growth model."

The "Proposal" put forward specific targets to be reached at the end of the "Twelfth Five-Year Plan" for China's home appliance industry in terms of economy, technological innovation, quality, energy conservation and environmental protection, and internationalization: At the end of the "Twelfth Five-Year Plan" period, the total output value of household electrical appliances reached 11,000. Billion, export value reached 50 billion US dollars, the proportion of the global export market reached 32% -35%; during the "Twelfth Five-Year Plan" period, the average R & D investment of household appliances industry will reach 3% of sales revenue, a number of companies emerged Technical leaders; During the “12th Five-Year Plan” period, Chinese household electrical appliance companies should establish production bases in foreign countries in a timely manner, increase the proportion of overseas production, and form an international industrial distribution; independent brands must enter international main marketing channels and sell in the international market. The proportion is up to 30%; there are about 5 internationally-owned enterprise groups with comprehensive competitive strength and 3-5 internationally-renowned brands. The proportion of self-owned brands' export of leading enterprises has reached over 50% of their export volume.

At the end of 2013, the China Household Electrical Appliances Association officially released the 2013 China Home Appliance Industry Technology Roadmap. This roadmap is based on the strategic height of promoting the home appliance industry from home appliances to home appliances, and proposes the technology development of China's home appliance industry in the next 5-10 years. Goals, technology paths, and key projects.

At present, China’s home appliance companies are “along with adjustments” along the path of industrial upgrading.