Financial reporter Wang Beibei.
The innovation and development of an industry is long and difficult, but the steps at the critical point are particularly eye-catching.
At present, the home appliance industry is facing a new inflection point: China's home appliance market has entered the era of "both increment and stock" from the simple "incremental era". According to statistics, in 2023, the number of home appliances in major categories such as refrigerators, washing machines, and air conditioners will exceed 3 billion units.
Chinese home appliances are a shining business card in the world market, and they are also the "light of domestic products" in the eyes of domestic consumers. Facing 2024, home appliance companies are strongly "locking" the second growth curve.
Go to the high-end and do deep industry.
Recently, Haiyingkang, which has not been established for a long time, as the designated transferee of Haier Group, acquired Shanghai RAAS, the "Chinese Blood King", at a total price of 12.5 billion.
Huge sums of money to acquire the leader, Haier pointed to the "high-end".
Previously, Haier specifically explained the acquisition: the strategic investment in Shanghai RAAS will help Haier Group's big health brand Yingkang Life to further improve the layout of the blood ecological industry chain, which is an important milestone in the development of Haier's big health industry.
At the Haier Group's annual innovation meeting held on January 27, Haier's industrial ambitions can be clearly seen from the strategic report released by Zhou Yunjie, chairman of the board of directors and CEO of Haier Group.
Haier proposed that in 2024, it will focus on the two major tracks of smart housing and industrial Internet, and become an industry leader in each track. Among them, in the industrial Internet track, it is necessary to strengthen the three major platforms and deepen the four vertical industries. The three major platforms are: Kaos Industrial Internet Platform, HCH Entrepreneurship Acceleration Platform and Haiyongshun Cross-border Service Platform. The four vertical industries are: the big health industry, the Internet of urban governance, the Internet of the automobile industry, and the Internet of the new energy industry.
Haier also made it clear that the big health industry should build an internationally competitive health industry ecology around the three listing platforms of Shanghai RAAS, Haier Biotechnology and Yingkang Life.
It can be seen that the acquisition of Shanghai RAAS is an important step for Haier to expand and strengthen the health industry. From the big health industry to the industrial Internet, the step-by-step in-depth precise layout shows Haier's new picture of the industry for the future: vertical, which is an extension of high-end industries. Horizontally, it is the climb of the high-end of the industry.
Another Qingdao home appliance giant, Hisense, can be said to coincide with Haier. Focusing on high-end industries,Hisense has never been soft,For example,As early as 2021Hisense acquired Japan's Sanden Automotive Electronics,Entered the field of new energy,Opened up new industries。
High-end industries are transformed into more valuable industries. Industry insiders proposed that under the development of new technologies such as AI and the Internet of Things, in 2024, home appliance giants will accelerate their attacks in new fields such as semiconductors, energy, and automobiles, and look for mergers and acquisitions opportunities in the global market. Accelerating the penetration of high-end industries, Haier, Hisense, Midea and other home appliance leaders are consolidating their own foundations.
It is not only the leader of the high-end industry, but also the leader of the high-end industry. High-end home appliances are two high-end connectors. The high-end of the industry is the ability to provide high-end products. In the climb to the high-end of the industry, the home appliance industry is undoubtedly at the forefront of the manufacturing industry.
China's home appliance market will show a steady recovery trend in 2023, and "growth" has become a common feature of home appliance enterprises. Haier Group's global revenue was 371.8 billion yuan, an increase of 6%, and its total global profit was 26.7 billion yuan, an increase of 6%. Hisense Group's revenue exceeded the 200 billion yuan mark, and its overseas revenue was 85.8 billion yuan, accounting for 426%；Gree Electric is expected to have an operating income of 205 billion yuan to 210 billion yuan and a net profit of 27 billion yuan to 29.3 billion yuan; TCL Technology expects to achieve a net profit attributable to shareholders of listed companies of 2.1 billion to 2.5 billion yuan for the whole year, a year-on-year increase of 704%-857% ......
Zhang Jianfeng, Secretary-General of China Household Appliances Business Association, believes that from the performance of home appliance giants, the head brand has a strong momentum of attack, and gradually develops to the "two highs" of high-end brands and high-end products, the profit margins of products have increased, and the profitability of enterprises has improved. In the context of high-quality and high-end consumption, the high-end home appliance market is growing rapidly.
In 2023, the performance of Haier's high-end home appliance brand Casarte will increase by 14%, the sales revenue of Midea's high-end home appliance brand Colmo will reach more than 2 billion yuan, and the performance of Hisense's bright high-end full set of smart home appliances will increase by 135% ......
Looking forward to 2024, the home appliance industry will brew more new opportunities in the structural adjustment. China's home appliance industry will continue to lead in the global industrial competition and write a new glory of China's manufacturing.
Go overseas and make the road wider.
In the intelligent manufacturing workshop of Hisense Video Technology Company, every 21An LCD TV was offline in 4 seconds. In the past 2023, Hisense TV will be rated at 2585With 20,000 units shipped, it ranked second in the world.
Overseas market,It is the new engine of Hisense's growth。 Overseas shipments will increase by 12 percent in 20232%。Among them,In the European market,Hisense TV shipment share is9.89%, a year-on-year increase of 342 percentage points; In North America,Hisense TV shipment share 14.90%, a year-on-year increase of 215 percentage points; In the Japanese market, Hisense TVs (including Toshiba) have a shipment share of 3342%, ranking first.
Industry experts generally believe that the overseas layout of home appliance enterprises is changing from "going out" to "going in", and doing a good job in value export is the key. In the past, China's home appliances were known for their "low prices and high quality" in overseas markets, and it was difficult to compete with home appliance companies in Europe, America, Japan and South Korea in the high-end market. Today, that is changing.
This is inseparable from the long-term contribution of Chinese home appliance enterprises to the brand. Gree has firmly shown "Made in China" from the first stop of going to sea,More than ten years ago, Haier has launched a high-end home appliance brand Casarte,Hisense ......competes with well-known overseas brands on the same stage in self-developed ULED and laser TV technologyIt is precisely because of the forward-looking layout of overseas markets that China's home appliance enterprises have gone faster and more steadily in the process of globalization.
Returning to the current context of promoting new industrialization, globalization is still one of the core keywords for China's manufacturing industry to win the future. Allocate global resources and seek breakthroughs in development. Home appliance enterprises are drawing a new growth curve on the road of promoting new industrialization.
In this regard, Jiang Feng, executive director of the China Household Electrical Appliances Association, said that based on China's perfect first-class chain system, excellent industrial design and product innovation capabilities, building a global brand image is the focus of the next journey of high-quality home appliance enterprises.
In 2024, with the arrival of the "Sports Year", there will be a new story in the home appliance industry. According to Ovirivo analysis, 2024 is the year of events, and the holding of many international sports events such as the European Cup and the Olympic Games will have a stimulating effect on global TV demand. This will also bring a new opportunity for Hisense, the official sponsor of the 2024 Euro Cup, to accelerate globalization.
The entire Chinese home appliance enterprises are speeding up their development. On the evening of January 28, at the Gree Electric Global Dream Ceremony, Dong Mingzhu, chairman of Gree Electric Appliances, put forward a new "small goal": it is hoped that in 2024, Gree Electric will pay more than 20 billion yuan in taxes to the country.
Go to innovation, self-confidence and self-improvement.
Technological innovation is one of the key variables in the great changes unseen in a century. Standing at the historical inflection point of the transformation from manufacturing to intelligent manufacturing, and the breakthrough from low-end to high-end, enterprises feel the urgency and importance of scientific and technological innovation more strongly.
In the National High-end Intelligent Household Appliances Innovation Center, it is an industry-leading national innovation platform, and the common problems and neck technologies in key areas of the home appliance industry are focused on here. How can home appliances be smarter? Here, collaborative innovation moves towards the high-end and solves the answers of the future.
Entrepreneurs said that only by continuous reform and innovation can we continue to create value and win an advantage in the new round of competition in the international home appliance industry.
Innovation is not only a technology, but also a model, but also an ecology. The person in charge of a household appliance enterprise bluntly said: In the face of the long-term industrial competition in the future, only by carrying out innovation more extensively and creating a high-quality innovation ecology can we obtain sustainable innovation capabilities, so as to make the future more "certain".
*At the "Gold Medal New Brand" 2023 Annual Ceremony" of Radio and Television Station, Haier's leader, as the only brand in the home appliance industry to be selected for the "Annual National Tide New Power List", will increase its retail sales by 21% and revenue by 12% in 2023, demonstrating its attractiveness among young consumers.
It's an innovative expression of a young brand. The size of Generation Z in China is more than 32.5 billion, and the overall consumption scale is expected to reach 16 trillion yuan by 2035. In the face of the changes in the Gen Z consumer market, Leader continues to explore new business models to create, play and grow together with young people to adapt to and lead the market development. Leader redefines the relationship between home appliances and people through innovative "non-standard" solutions, and is committed to meeting the diverse needs of Generation Z and providing personalized home appliances. Through the resonance with this group, the rapid growth of the brand and the leading of the industry trend have been realized.
When innovation and technology have become a major trend, companies need to look to the future to meet the needs of consumers tomorrow, and behind all this is a consistent innovation strategy. Innovation is a kind of ability, and long-term innovation brings competitiveness.
Technology doesn't change who we are, it amplifies who we are. "Behind innovation and technology is the embodiment of corporate values, representing where the company will go and how far it can go.
On the road to the future, we need to lead a new course with confidence and wisdom.
Jia Shaoqian, chairman of Hisense Group, said that 2024 is a critical period for China's economic upward movement, and it is also a good time for Chinese enterprises to make efforts in the domestic market and the global market and hit the bottom.
Fang Hongbo, chairman of Midea Group, said that in 2024, Midea's business focus will be on "improving the efficiency of the whole value chain operation and upgrading structural growth". Specifically, Midea should do a good job in "business model upgrading, structural upgrading, and industrial upgrading".
In 2024, Haier will celebrate its 40th anniversary. Zhou Yunjie said at the annual meeting: "The market demand is changing, the industrial trend is changing, the competition track is changing, and the result of the choice determines the future." He proposed that Haier should adhere to globalization to serve globalization, improve the global first-chain system, and realize the efficient allocation of global resources.
Bravely stand at the head of the tide and ride the waves.
2024 can be expected!