Source: Author: Date:2019-03-04
Toshiba TV, Matsushita Electric Appliances, and Siemens Appliances, which have been well-known in the past few years, are no longer the best. At the beginning of the century, although China's home appliance industry has been continuously developing in the market, it has become the mainstream of China's home appliance industry. In the field of high-end home appliances, these brands still occupy a dominant position.
In the past 20 years, a large number of foreign-owned home appliance companies such as Toshiba, Panasonic, and Siemens home appliances have been declining, and even have already withdrawn from the home appliance market. The proportion of Chinese home appliance companies in the market is increasing, and the market influence is also increasing. Become stronger and stronger.
The high-end image of foreign brands no longer exist
'China's home appliance industry online shopping report in the first half of 2018' shows that Gree, Oaks, and Midea firmly occupy the first group in the online air-conditioning market, and the retail sales accounted for more than 75%. The top ten brands in the online air-conditioning market have no one outside China. In the top ten brands in the refrigerator market, Chinese brands accounted for 9 seats; in the color TV market, the Chinese brand share is close to 80%, while the Chinese brand in the washing machine market has exceeded 80%...
In the past, German and Japanese brands, which were favored among high-end consumer groups, have lost. In addition to maintaining a large appeal in a few products, the market in the main home appliance market has fallen. Although the retreat of European, American, Japanese and Korean brands in the Chinese home appliance market is not unrelated to its active strategic adjustment, the strong rise of Chinese brands is the main reason for this process.
Consumers are more interested in domestic brands, not only because of simple feelings, but because domestic brands and foreign brands win in a series of competitions, and a series of mistakes by foreign brands in the market are also indispensable. '.
Samsung, which used to be quite strong in the Chinese mobile phone market, used a piece of paper to defeat its own mistakes. The explosion of the NOTE7 mobile phone made this product the most unsuccessful product of Samsung, and then the arrogance in the Chinese market also caused consumers to resent the Samsung brand.
In home appliance consumers, the impact of pre-sales services and after-sales services on consumer decisions is becoming increasingly important. Local brands are more flexible in pre-sales and after-sales service, and can provide consumers with more product additions. In the competition of high-end appliances, the advantages are more obvious.
China's home appliances become an important pole of the home appliance industry
The resurgence of foreign brands is not just a matter of paying for themselves. In the past 20 years since entering the 21st century, China's home appliance industry has become an important pole of the world's home appliances from weak to strong. In terms of production, China has already become the center of home appliance manufacturing in the world. The main business income of China's home appliance industry has reached more than 1.5 trillion yuan, and the total export value has reached 62.45 billion US dollars, which has a particularly important position in the global home appliance industry.
According to the 'Home Appliance Industry Status and Outlook Report' released by the Korea Electronics and Information Communication Industry Promotion Association in 2017, the global production of major home appliances is 75.284 million units, and the number of products manufactured in China is 423.18 million units, accounting for 56.2% of the total. In some single products, China's output has even accounted for more than 90% of global production.
In the recession of multi-national power companies, the performance of Chinese home appliance companies is also eye-catching for the global home appliance industry. So far, China has produced six home appliance companies with sales of 100 billion, and many home appliance companies with sales exceeding 10 billion, and the products are exported to six continents. At the same time, China's AWE exhibition has also grown into one of the world's three major exhibitions.
Domestically produced home appliances have leaped forward, not only occupying most of the domestic market share, but also springing around the world. Haier's heat wave has rolled over Europe and even spread throughout Japan. The products of home appliance companies such as TCL, Hisense and Konka are sold all over the world.
The home appliance industry is doing great!.
In 2011, Haier acquired Sanyo, a Japanese old-fashioned home appliance company. In the following year, it acquired the world's top kitchen appliance company, Fisher & Paykel. In 2016, it acquired the world's top home appliance company General Electric. In 2015, Skyworth acquired the German TV manufacturer Metz's TV business and Sharp's production line in Mexico. Also in 2016, Midea bought 80.1% of Toshiba's shares. At the end of 2016, TCL acquired the MIFI business of Novatel Wireless in the United States.
Under the global environment of the decline of global home appliance enterprises, Chinese home appliance companies have stepped up in the footsteps of the market and have risen step by step. Compared with foreign-funded home appliance companies, domestic home appliance brands are more aware of market education and have more experience in cultivating the market. Although they affect the possibility of upward breakthrough to a certain extent, the foundation in the market is more solid.
In fact, the breakthrough in the basic market is not as difficult as imagined. The two legs of technology and R&D have made the domestic appliance brands harvest fruitful results. In recent years, domestic appliance brands have made great progress in innovation in technology and technology, and have launched many products that are quite competitive on a global scale. China's home appliance companies are not only the cornerstone of the home appliance market, but from the standard propellers to slowly participate in the development of international home appliance standards. In 2015, Haier Refrigerator took the lead in setting up the refrigerator fresh-keeping standard, which led the establishment of the refrigerator fresh-keeping standard and the first international refrigerator fresh-keeping standard.
In addition to the industry's triumph, China's home appliances have become more and more 'coming in the market' in the market, and are constantly on the top stage. The 2018 World Cup stage has also become a big stage for Chinese home appliance companies to face the world. From the venue advertisements to the manufacturing of electrical equipment participating in the venues, the shadow of Chinese enterprises can be seen. In the world's top design awards such as strict judging criteria, prestigious red dot, iF, Haier, Midea, Gree and other Chinese home appliance companies have won consecutive awards, demonstrating the innovation of Chinese manufacturing and the right to speak in the world of industrial design. .
In the strong consumer electronics market, it is not an easy task to maintain a dominant position, let alone a country like China. In the competitive atmosphere of China's home appliance market, it is not easy for domestic appliance companies to become bigger and stronger, nor is it still dependent on prices as many consumers despise. In fact, in household appliances, Chinese brands have already done well on the world stage.
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