Household Appliances Enterprises: Relying on Technology Layout to Cope with Transformation and Upgrade

The US economy has entered a recession, the European debt crisis has continued to spread, and the emerging markets have experienced stagflation. The supportive effects of domestic policy incentives have diminished significantly... The current external and internal dire circumstances have brought unprecedented challenges to the continued development of domestic appliance companies.

In fact, this sign of a drastic turnaround has been evident since the first half of this year. The policy effect of home appliances to the countryside has begun to weaken, the air-conditioning energy saving subsidy policy has been stopped, the pressure on raw material costs has risen, and the real estate market that drives the home appliance industry has been on a downward path, and the credit crunch has been declining. , The cost of living has gone up, and the continuing situation in the export market has been uncertain. Under the influence of these comprehensive factors, household appliances companies are not optimistic about the future. In the process of transformation and upgrading of the home appliance industry as a whole, difficulties are emerging.

People in the industry believe that the economic environment with poor prospects and the actual market changes need to attract sufficient attention from companies. How to gain a firm foothold in the fierce market competition? How to grasp the direction of business development in the complex economic environment changes? How to find the best balance between scale and efficiency? Many problems will ultimately be attributed to the ability of production enterprises to self-survival and self-development.

So, for home appliance companies, where are the self-driven forces to meet the severe challenges and competition in the future market? Wang Lei, deputy director of the China Household Electrical Appliances Association, pointed out that technological innovation is the core driving force for the future transformation and upgrading of home appliance companies' market competition.

In fact, with the transformation and upgrading centered on technological innovation, some domestic enterprises have started to deploy.

In the field of traditional household appliances, a group of outstanding domestic companies represented by Haier have successfully launched innovative technology products for IoT home appliances and smart home appliances through continuous technological innovation and research and application, thereby realizing China's white electricity entering the hardware innovation. After the depletion of soft innovation breakthroughs, thus, "Smart Home Appliances" has become one of the direction of product innovation in the domestic white electricity industry.

In addition, in the field of air-conditioning and refrigeration, leading enterprises Gree, Midea have committed to the research and application of new air-conditioning technology for air conditioners, and have made major breakthroughs. On July 14, 2011, the world’s first R290 (commonly known as “Propane”) split air conditioning demonstration production line project implemented by Gree was officially completed and will be mass-produced, resulting in a green and low-carbon environment for China's room air conditioner industry. A new breakthrough in refrigerant application technology is of great significance for mastering independent intellectual property rights and promoting the technological progress of China's air conditioner industry. Gree and Midea have also made significant progress in the layout of the inverter air conditioner industry chain through in-depth cooperation with Japan's Daikin and Toshiba respectively.

In the field of consumer electronics, companies such as TCL, Skyworth, and Hisense are leading the way in market share in 3D TVs, smart TVs, and other foreign companies. The launch of ITSTV, a personal smart TV launched by Hisense recently, is not only a self-revolutionary initiative of the company in products, but also marks the beginning of “pan-TV” and also pushes “smart TV” to a new height.

In the field of kitchen appliances, the brand represented by the boss and Fangtai has continued to innovate in products and technology, thus changing the situation in the kitchen and electric power industry. It is reported that the boss recently released two innovative kitchen core technology 2.0, 3D speed, crystal drilling cavity, variable frequency control, touch and other five innovative kitchen technology. Among them, the boss's newly listed 3D fire gas stove, due to the first time the gas stove on the basis of large firepower, thermal efficiency increased to 60% or more, a clear reflection of the current high-end kitchen electricity development "low-carbon environmental protection" trend.

The reporter learned from the China Household Electrical Appliances Association that a series of recent achievements in home appliance companies' technology research and development and product innovation will be showcased at the 2012 China Household Appliances Expo that will be held at the Shanghai New International Exhibition Center in March 2012. According to Zhu Jun, deputy secretary-general of the China Household Electrical Appliances Association and the person in charge of the Expo, the expo will follow the trend of transformation and upgrading of the home appliance industry, and will set up white electricity, consumer electronics, kitchens and kitchens, and parts and components according to the requirements of well-known brands at home and abroad. Solar, home cleaning and personal care, health appliances and other major exhibition areas, focus on the current display of home appliance companies and future-oriented product innovation.

On the one hand, home appliance companies have begun to lay out their products and technologies, and they are also brewing a new round of integration. This round of integration is, unlike the past, the integration and reorganization of the company's internal management and marketing framework. It is reported that companies such as Midea, Haier, Galanz, and Changhong have made in-depth layouts and adjustments in these aspects, and are moving toward a trend of more product lines, better and more rational marketing management structures, and more group-oriented trends. As Lu Lanlie, the assistant president of Galanz Group, said that the next three years will be a contest between big brands, who can complete the transition as soon as possible and who will have the initiative to compete.

Zhu Jun believes that from the second half of this year to the beginning of next year will be a new round of adjustment of the home appliance companies, enterprises in this round of adjustment of the layout will bring home appliance industry transformation and upgrading to a deeper stage. Well, holding the 11th China Household Appliances Expo at such a critical time node early next year will become a showcase for the transformation, upgrading and active innovation of home appliance companies. The final results are reflected in the innovative technologies and products that will be presented next year. This will once again lead the industry in consumption upgrades and technology upgrades.

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