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Under the new background of consumption upgrading, the competition in the home appliance market has become increasingly fierce, and white power, black electricity, and kitchen appliances have been strategically upgraded, and each has made a way out. Especially for kitchen appliances, the young people in the third- and fourth-line markets have become the main force of consumption, and this huge market needs to be grasped.
Various home appliance companies have released their annual results for 2017, and China’s two famous home appliance groups —— Midea Group and Haier Group, their revenues are consistently fixed on the wonderful number of 241.9 billion yuan. Obviously, China’s home appliance industry has seen a new situation of being tied.
In addition, color TV companies and kitchen and electric companies have also handed over beautiful answers. In the context of consumption upgrades, new competition has begun to emerge. Who can stand out in the new round of competition?
White Power: Diversification is a common choice
Haier, Midea Gree is known as the Big Three in the white power industry. In the past two years, it has formed its own unique development path through drastic cross-border or inter-bank mergers and acquisitions and continuous diversified development.
On the evening of March 30, Midea Group released its annual report. The company’s total operating income in 2017 was 2,419.19 billion yuan, an increase of 51.35%; the net profit was 18.611 billion yuan, an increase of 17.33%.
On January 6th, Haier Group announced that Haier Group achieved a global turnover of 241.9 billion yuan in 2017, a year-on-year increase of 20%; total profits and taxes exceeded 30 billion yuan, of which operating profit increased by 41% year-on-year. .
Industrial Economics Observer Liang Zhenpeng said in an interview that any industry will have a first complex. This coincidence also makes the market full of delusions and expectations.
& ldquo; Careful analysis, flat is the total revenue of the two major groups, Haier has maintained the leading position and market share of the ice washing industry, the United States’ new robotics and automation system sector contributed more than 10% of the income, helping the overall income of the United States to cross a new level of 200 billion yuan, which indicates that the competition between the two major home appliance giants in 2018 will inevitably become more intense.
According to Liu Buchen, an analyst in the home appliance industry, Haier Group and the Midea Group’s industrial structure are highly similar, only slightly different in individual areas. The United States does not have a mobile phone business, and Haier’s robot layout is not as deep as the US. After acquiring the KUKA Group of Germany, one of the world’s four largest robot companies, Midea has acquired more voices in the intelligent production of the general industrial field and the future home robot market.
Unlike Haier and the United States, Gree is taking the road of independent innovation. Although Gree’s annual report has not been released, its third quarterly report last year showed that Gree’s revenue in the first three quarters of 2017 was 110.9 billion yuan, up 34.5% year-on-year; the net profit of returning home was 15.5 billion yuan, up 38% year-on-year. The gross profit margin reached 31.4%.
Dong Mingzhu said in an interview with reporters that in the era of artificial intelligence, Gree did not panic, but was proud. “From specialization to diversification, Gree has always insisted on independent innovation. At present, Gree’s revenue constitutes more than 80% of air conditioners, but this does not prevent Gree’s continuous attempts to diversify in the past five years. Gree has successively entered the fields of small household appliances, mobile phones, smart equipment, etc. Currently, it has reached a high level in the field of CNC machine tools. We believe that Gree’s independent innovation will certainly have results.
Color TV: Jump out of the TV frame
In 2017, the global TV market was in short supply. According to data released by market research organization IHS, global TV shipments in 2017 decreased by 3.4% year-on-year. According to data from Zhongyikang Times Market Research Co., Ltd., domestic TV retail sales in 2017 decreased by 8.1% year-on-year.
Under such a background, the transcripts handed over by various color TV companies are still eye-catching.
The 2017 annual results released 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% year-on-year.
The annual report disclosed by Hisense Group shows that the company achieved operating income of 33.090 billion yuan in 2017, a year-on-year increase of 3.7%. However, due to the downturn in the TV market and the sharp rise in panel prices, the net profit attributable to shareholders of listed companies was 942 million yuan, down 46.44% year-on-year.
Konka’s annual report showed that during the reporting period, the Group achieved a total operating income of 31.228 billion yuan, a year-on-year increase of 53.84%, and the net profit attributable to shareholders of listed companies was 5.057 billion yuan.
Behind the gorgeous annual report, the transformation of various color TV companies has also been put on the agenda.
Hisense Electric proposed in the 2017 annual report that it is necessary to realize the transformation of “TV companies to “display enterprises” and promote industrial chain extension and industrial development.
In November 2017, Hisense and Toshiba Corporation reached a transfer agreement to acquire a 95% stake in Toshiba Imaging Solutions Co., Ltd., which acquired the technology, products, brands, and operations services of Toshiba TV. Hisense Group said at the time that it would increase investment in the field of artificial intelligence and expand the operating income of large-screen TV.
TCL Group Chairman and CEO Li Dongsheng also said that while consolidating and upgrading the TV business, TCL will actively carry out diversified businesses and develop smart AV and intelligence through investment, mergers and acquisitions and restructuring. Home and other businesses open up new business growth space.
Data from Zhong Yikang predicts that the TV market is expected to recover in 2018Sex growth, domestic laser TV sales are expected to increase by 117% in 2018, 65-inch and large-screen TV will account for 8.3%, 4K TV will account for 65.5%, and artificial smart TV sales will increase by 353%.
quo;2018 is a sports year, will host the World Cup, Asian Games, is a good opportunity for color TV companies. However, mobile phones, tablet computers, etc. have diverted the time people watch TV, and the scale of TV will not increase again. In the process of thinking about how to seek transformation, the giants must jump out of the frame of simply doing TV. Peng Xiandong, general manager of Zhongyikang Consumer Electronics Division, said.
Kitchen appliances: the town’s youth help kitchen outbreaks
If the current issue of color TV giants is to study the new consumer groups after the 90s, then the kitchen appliances companies have realized the small The strength of the town youth.
On February 26, Boss Electric released the 2017 performance report: in 2017, the total operating income was 6.99 billion yuan, a year-on-year increase of 20.78%. On the same day, Vantage also released its 2017 performance report: the revenue of the year was 5.731 billion yuan, a year-on-year increase of 30.4%.
The same list of kitchen appliances is not a listed company. Its official website shows that in 2017, the sales revenue of kitchen appliances (excluding tax) exceeded 10 billion yuan, making it the first sales to exceed 10 billion yuan. Kitchen appliance business.
According to the total data released by Aowei.com, the total size of household appliances in 2017 reached 79.4 billion yuan, up 14.3% year-on-year. This year is expected to exceed 100 billion yuan.
According to relevant data, as of December 31, 2017, the penetration rate of household appliances in China’s 100 households was only 44.5%. From the perspective of vertical development, the future development potential of the kitchen electricity industry is still expected.
Li Yunlong, president of South China Operations Headquarters of Boss Electric Co., Ltd. told reporters that in the third and fourth tier markets, young people in the town have become mainstream consumers. They value the quality and experience of products and are more willing to buy high-end products. Compared with 2017, the sales of kitchen appliances in the third and fourth-tier markets increased by more than 46%, and the high-end products have huge space in the third- and fourth-tier markets.
Zhang Licong, an analyst in the appliance industry of Essence Securities, believes that one-two-line real estate is in the limit purchase a year ago, while the third-fourth line is accelerating destocking, so the trend of different local real estates has begun to differentiate. Sales of —— appliance sales in first- and second-tier cities began to have pressure, while home appliance sales in the third- and fourth-tier markets were very good. (Articles and images are from the Internet. If there is any infringement, please contact delete!)
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