In every industry, the actions of leading companies are considered "weather vanes" and "barometers". In the home appliance industry, the actions of Haier, Midea, Hisense, Gree, and TCL and other companies can basically reflect the trend and quality of the industry in the recent and future periods.
Ning Yan ||Written
Recently, what are the leading companies in the home appliance industry busy with? What are the new actions and changes in traditional business and emerging business? Can we find the future direction of the transformation and transformation of the home appliance industry?
With these questions, the home appliance circle has combed through the official platforms of Midea Group, Haier Group, Hisense Group, TCL, and Gree Electric Appliances, and found some interesting phenomena and changes through the content it has pushed in recent times, hoping that other home appliance companies can refer to and learn from it.
Midea Group: Strive for globalization and accelerate digitalization
Midea laid the foundation for its third base in Egypt, mainly for ice washing business, and has previously established dishwasher and water heater bases in Egypt; Midea's green strategy of nature and technology in the African market was selected as one of the top 10 excellent cases of international image building; Midea Group's 2023 carbon footprint schedule was released, and more than 40 product carbon footprint certifications were obtained for its 9 categories; Nine factories were selected as national 5G factories, and Midea's digital capabilities were recognized. Midea's adoption of Yu Keyu Love, how is the progress?
Revealing the above content, we can see two highlights: first, Midea is accelerating the global expansion of its main business, especially through localization to find the two-round growth momentum of scale and profit, and it is expected that the largest growth momentum of Midea's home appliance business in the next stage will come from overseas; Second, digitalization, as one of the strategic axes of Midea Group in recent years, is also the business chassis that supports Midea to cope with various development challenges, and will also constitute a key force for Midea to transform in smart industry and the overall green and low-carbon transformation of the enterprise in the future.
Since the beginning of this year, the main action of Midea Group has been to continue to increase the B-end business, and open up different B-end businesses through key platforms such as smart industry, smart medical care, and new energy, so as to seek integrated and collaborative development. On the other hand, it has strengthened global breakthroughs in its main business of smart home appliances, replicating the experience of the Chinese market overseas and combining it with localization.
Haier Group: Global brand creation of home appliances and development of Internet of Things services
Explore the world's first water heater lighthouse factory; In Pakistan they say this about Haier; Hainayun uses digital solutions and digital technology to protect urban emergency safety; Haier Smart Home Scene Creativity Competition; It turns out that TV can also be so stalked! leader, wisdom screen, extreme realm 6; To be a warm man, it is necessary to have "technical content" (the recommendation of home appliances, Yingkang lifelong health care business, Hainayun smart heating solution, Haier smart building air source heat pump, industrial Internet platform Kaos and other businesses are integrated and recommended).
Haier Group's new push content can be interpreted from some highlights and signals: first, pay attention to the company's global brand image and attach importance to the company's digital capabilities; The second is to concentrate resources on recommending Hainayun, a B-end business, to demonstrate its ability to serve cities in the Internet of Things business; Third, pay attention to the TV business of the young brand leader, which should be the home appliance category that Haier Smart Home focuses on in the recent period, looking for growth space and opportunities in the TV market; Fourth, it pays attention to the integration of Haier's C-end and B-end businesses, including home appliances, medical care, industrial Internet, and smart buildings, all of which are Haier's key businesses and fields.
Recently, Haier Group has successively set up new business platforms of the Ministry of Government and Enterprise Affairs in various places, integrating 11 business sectors that were originally scattered, including Haier Smart Home, Dayayshun, Biomedical, Biotechnology, Kaos, Haili, Shaohaihui, Kataichi, Nahui New Energy, Haichuanghui, Recycling, etc., to find cooperation opportunities for enterprises and institutions. It can be seen that this is also considered to be at the inflection point of the great changes of the times, Haier took the initiative to break through and find increments.
Gree Electric Appliances: Focus on entrepreneurs, bring goods for heating appliances
During the 28th United Nations Climate Change Conference, Dong Mingzhu told the story of Gree's zero-carbon climate; This winter, please "weld" me to it; What to do when Southerners are attacked by winter magic? The light snow has frost and early freezing, and the dexterous heat is warm in winter; Not idle! No regrets! This heater is worth entering; University dormitory high-quality winter routine!
Compared with other peers, Gree Electric Appliances has not only recently been in the past year, but in the past year or so, there are two obvious directions for the push content: first, focus on the events and actions of Gree Electric Appliances and the person in charge Dong Mingzhu; The second is to focus on the recommendation of star products in multiple categories of household appliances, and even the official direct "business" hard-core goods, and the platform is Gree Dong Mingzhu Store. Recently, in addition to focusing on Dong Mingzhu's social activities, more attention has been paid to the seasonal recommendation and delivery of heating appliances such as Gree electric heaters and air conditioners.
Similar to its peers, the core task of Gree Electric Appliances this year is to promote the diversified expansion of its business, in addition to the product recommendation and image promotion of multiple categories of C-end household appliances, as well as the promotion of B-end Gree's industrial equipment and industrial equipment, to build a more diversified and three-dimensional revenue system, which is not only the only way in the future, but also the support for the company to live healthier.
Hisense Group: Consolidate technology and quality, and polish the brand of home appliances
Jia Shaoqian, chairman of Hisense Group, was selected as the "2023 Influential Enterprise Leader" by Chinese entrepreneurs; The first prize of China Quality Technology Award once again went to HisenseULEDXscene image quality technology! Hisense Air Conditioner won the "Nanshan Award" again; Hisense Laser Display Co., Ltd. won the "2023 Carbon Neutrality Pioneer Enterprise" award; Hisense Dubai R&D Center was officially unveiled; In 2023, the list of Shandong provincial enterprises to support high-quality development is listed, Hisense Video Technology Company, Juhaokan Company, and Hisense Air Conditioning Company are listed; Hisense Video Technology Co., Ltd.'s Jiangmen factory has become the first and only "zero-carbon factory" in the color TV industry.
It can be seen that the focus of Hisense Group at this stage is still very clear: First, the scientific and technological and high-quality development chassis focusing on the main business of household appliances is solid, and it is a global layout; The second is to polish the brand business card with the help of third-party awards and enhance the market competitiveness in different home appliance categories; Third,Focus on the image promotion of the company's new helmsman,From Zhou Houjian to Lin Lan transition to Jia Shaoqian to take over,Hisense needs a stronger and decisive senior management team to lead in the future。
At present, among several industry giants,Hisense Group is the first to start the transformation from C-end to B-end enterprises,But in the past 1 year, Hisense's business development and performance display on the B-end have been relatively low-key,Even make the outside world suspect that it is slowing down,Or touch the ceiling。 For example, the B-ultrasound business of health care has not been heard for a long time. at the same time,In the C-end home appliance business,Hisense began to seek a new round of integration and collaboration,But the overall progress is not fast,It is still in the brewing stage。
TCL system: increase emerging business and strengthen scale expansion
Li Dongsheng, chairman of TCL, said that "enterprises cannot lie flat and cannot lie flat"; TCL Wei Xue attended the 28th United Nations Climate Change Conference and talked about sustainable development strategies to combat climate change; TCL Industry and TCL Technology jointly participated in the first China International ** Chain Promotion Expo; TCL Huaxing's 14th anniversary, employees in 4 places across the country ignited their enthusiasm with running, and TCL Huaxing vigorously promoted the upgrading of the display industry; At the China 5G + Industrial Internet Conference, TCL led the integration and innovation to promote new industrialization; TCL Air Conditioner Wuhan Intelligent Manufacturing Base was selected as a national green factory;
Through the TCL series, that is, the common spiritual home of the two major platforms of TCL Industry and TCL Technology, the recent content of TCL News basically focuses on the emerging business of TCL Technology, whether it is Huaxing, Zhonghuan, or industrialization, it has released the strategic direction of TCL founder Li Dongsheng, that is, to increase the semiconductor business such as display and photovoltaic to build a new driving force for growth; As the most dazzling star of TCL industry this year, although the revenue scale is not as large as that of TV, the growth momentum and space are better, which is significantly better than the ice washing business.
TCL is currently developing, presenting a competition model between two platforms, the traditional home appliance business and the emerging technology business, and the two platforms dominate different businesses to compete with each other, so as to meet Li Dongsheng's new business dream and expand TCL's scale and revenue. Especially in the context of sluggish growth of traditional businesses, new businesses can form an effective synergy situation.
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