Views: 0 Author: Site Editor Publish Time: 2024-10-23 Origin: Site
Stimulating consumption has become the common goal of industrial policy, enterprise marketing and business promotion, and it is also the only task of the home appliance industry this year. All home appliance manufacturers should understand one thing: stimulating consumption is the country's macro strategy, including home appliances, automobiles, furniture and other consumer goods to bear an important use. The country's stimulation of consumption is not only a task this year, but also a task for next year and the year after. In particular, the stimulation of the consumption of household appliances is not only the replacement of new ones, but also the elimination of the old, especially the recycling and dismantling of a large number of old household appliances.
This year's Double 11 superimposed the "trade-in" national subsidy, which made many home appliance manufacturers full of expectations. Whether it is JD.com and Tmall, they have launched the double 11 promotion season more than 10 days in advance, and brand companies such as Haier, Midea, Hisense, Changhong, Fotile, and Oaks are also taking turns to grab the market online and offline with the help of the national subsidy policy. However, for home appliance manufacturers, the logic of this year's double 11 low price, and the policy of replacing the old with the new national subsidy do not match. Once Level 1 energy efficiency products fall into a round of price "blood war" again, it will have an impact on the original "volume decline and profit slippage" market.
The good news is that since October, with the national subsidy policy of "trade-in" for household appliances, major household appliance manufacturers have felt a burst of market warmth and consumption rebound. But there are two challenges facing all vendors:
First, the national subsidy funds are consumed too quickly, and it has exceeded 65% in less than November;
Second, the market supervision and inspection under the implementation of the national subsidy policy have been strengthened, and strict investigation and crackdown have been taken and heavy penalties have been imposed on home appliance manufacturers who have fraudulently obtained and supplemented them. This also reminds all the participants in the market that they should not make small moves about subsidies, and they will be caught if they reach out!
The next market trend, I believe there will be no big variables, that is, home appliance manufacturers jointly launched a sprint for the 2024 annual performance target. The only variable and challenge is how to continue to grab the stock market and user demand after the national subsidy funds for household appliances are used up in advance?
According to customs statistics, China's imports and exports in the first three quarters were 32.33 trillion yuan, a year-on-year increase of 5.3%, of which exports were 18.62 trillion yuan, an increase of 6.2%; imports were 13.71 trillion yuan, an increase of 4.1 percent; Exports of household appliances increased by 15.5%. The General Administration of Customs preliminarily estimated that in the first three quarters, China's cross-border e-commerce import and export was 1.88 trillion yuan, an increase of 11.5%. Electronic products such as mobile phones accounted for 14.4% of exports. Through a series of policies and measures, cross-border e-commerce is becoming a new driving force for the growth of foreign trade.
In terms of home appliance exports alone, not all are good news. In recent years, the Sino-US trade friction has been escalating, involving air, ice, washing, color, sweeping robots, air fryers and other large and small household appliances, and the tariff ratio is 25%, resulting in the continuous reduction of the proportion of China's direct exports of household appliances to the United States. In the first half of this year, the North American market accounted for only 14% of China's home appliance exports, and it has dropped by 5 percentage points since 2015. Now, some United States senators have proposed prohibiting Chinese manufacturers from setting up factories in other countries such as Mexico, Viet Nam or Malaysia to circumvent United States tariffs, which may affect the overseas market operation of Chinese home appliances.
The policy guides home appliance
enterprises to accelerate their westward expansion
Since the end of 2023, a number of important meetings and blockbuster documents in China have emphasized the optimization of the layout of major productive forces, strengthening the construction of national strategic hinterland, and building national strategic hinterland and key industry backup, etc. Recently, the state's opinions on implementing the employment priority strategy to promote high-quality and full employment have once again guided the orderly transfer of capital, technology and labor-intensive industries from the east to the central and western regions, from the central cities to the hinterland, and increased policy tilt towards old revolutionary base areas, border areas, and resource-exhausted areas, so as to promote the balanced development of employment between regions.
One stone stirs up a thousand waves. It is rumored that a large number of manufacturing enterprises in the eastern coast, including Gree Electric Appliances, TCL Technology, and Midea Group, will move to the central and western provinces and cities to prepare for the "safety" of the industrial chain. However, according to verification, the relevant enterprises have not announced similar plans for the time being. In fact, home appliance enterprises such as Sino-America, Gree, TCL and other enterprises have already laid out industrial bases in the central and western regions many years ago, not because they are related to policies, but in order to radiate the western consumption area and open up a new growth curve.
The "trade-in" of household appliances is boosting the market and continuing to release the consumption potential of the domestic home appliance market. According to the latest data released by the official Weibo of the Ministry of Commerce, as of October 15, 20.667 million consumers across the country have applied for trade-in, of which 10.134 million consumers have purchased a total of 14.624 million units of eight categories of household appliances, enjoying 13.17 billion yuan of central subsidies, driving sales of 69.09 billion yuan. At present, among the eight categories of trade-in household appliances, the sales of grade 1 energy efficiency products account for more than 90%.
With the "trade-in" of household appliances entering a new stage, the market has also entered a benign track of standardization. Recently, China Resources Recycling Group Co., Ltd., which includes Sinopec, China Baowu, China Minmetals, China Resources Group, Chinalco Group and other central enterprises, was officially established in Tianjin, aiming to promote the improvement of waste products and equipment recycling network through professional integration, and support enterprises to build a reverse logistics system for recycling waste products. This will also catalyze the further improvement of the "trade-in" industrial chain of household appliances.
At the market level, there are also some unscrupulous merchants who are opportunistic and try to make personal gains by arbitraging funds. Notices have been issued in many places to standardize the national subsidy of "trade-in" for home appliances and home furnishings. The Hubei Department of Commerce issued the "Announcement on Canceling the Qualification of Yichang Blue Star Computer Co., Ltd. and Other Household Appliances Trade-in Sales Implementation Enterprises", which is also the country's first household appliance "trade-in" national subsidy policy in the implementation of the business penalty for illegal business behavior, reflecting the signal of "zero tolerance" for the market.
On October 14, the 2024 "Double 11" led by JD.com and Tmall officially kicked off, 10 days earlier than last year, setting a record for the longest warm-up period. Coinciding with the strong promotion of the country's new round of "trade-in" policy, this year's Double 11 purchase of household appliances can enjoy discounts while superimposing the subsidy benefits of trade-in. The combination of discounts and replacement subsidies is expected to vigorously stimulate the domestic demand potential of the home appliance market and promote consumption upgrading.
Under the trade-in subsidy and the double discount of Double 11, the consumption momentum has also been soaring. According to data from the e-commerce platform, one hour after the opening of Double 11, the transaction volume of Tmall's major appliances rose by 765% year-on-year, and brands such as Haier, Midea, and Little Swan quickly exceeded 100 million yuan. More than 20 "national replacement and new" household appliances achieved sales of nearly 400 million yuan in Li Jiaqi's live broadcast room in one day. It remains to be seen whether the new consumption stimulus can cover the entire Double 11 and trigger a recovery in consumption.
Gartner, a leading global consulting firm, announced the inaugural Advanced Manufacturing Innovation Awards. Among them, Haier Smart Home's "User Experience Cloud - Digital User Experience Management Model" won the award for its application innovation of high-tech experience management mode, and is the only enterprise in the global home appliance industry to win this award. By building a digital experience operation model, Haier Smart Home has achieved a win-win situation for users and enterprises. The "user-centric" Haier Smart Home will also continue to achieve high-quality development and provide reference for the digital development of other enterprises.
In addition, at the three-day 2024 China International Consumer Electronics Expo, the Haier Smart Home exhibition area, which covers the four major brands of Haier, Casarte, Three-winged Bird, and Leader, displayed four different styles of new life scenes, attracting a large number of consumers to experience a new smart lifestyle. Through the display of a variety of popular scientific and technological products participating in the trade-in activities, as well as relying on the integration ability of three-winged bird smart home appliances, it provides users with one-stop smart home renovation services, allowing Haier Smart Home to lead a "rejuvenation fever" of home appliances.
With the continuous change of the global industrial chain pattern, China's leading enterprises in the field of home appliances have begun to turn more attention to scientific and technological innovation and talent innovation. The 29th Midea Group Science and Technology Month Conference and Award Ceremony was held at the Global Innovation Center of Foshan Midea under the theme of "Innovation
The theme of "Glocalization Transformation" shows Midea's firm determination and layout to promote the strategy of leading science and technology.
Midea Group not only held a visionary conference to discuss the future of artificial intelligence and energy transition, but also continued to strengthen the strategic traction of the ToB industry and carried out in-depth scientific and technological research and development in the field of robotics. Midea Group Blue Orange Laboratory, Guangdong Midea Electric Co., Ltd., KUKA Robotics (Guangdong) Co., Ltd., Guangdong Midea Intelligent Technology Co., Ltd. and other units jointly developed "multi-core heterogeneous SOC-based high-performance robot control platform development" and "high-precision process real-time visual servo robot system" and other four scientific and technological achievements in the field of robotics, through the expert appraisal organized by the China Machinery Industry Federation, it is believed that the overall technology of the project has reached the international advanced level, and some technologies have reached the international leading level. Agree to pass the appraisal.
The World Economic Forum officially announced,Hisense Hitachi Huangdao factory was successfully selected into the global "lighthouse factory" list,It is reported,This is the world's first multi-online central air conditioner"Lighthouse factory。 Focus on the needs of manufacturing in the field of multi-connection、Supply chain、Quality、Testing and other links,Hisense Hitachi has innovated to createMore than 40Advanced scenarios in the industry,Among them, more than 20 technologies are the first in the industry,While realizing the quality and efficiency of manufacturing,The strength is comparable to the world's advanced factories,Create a model of intelligent manufacturing。
On the road of accelerating the transformation of the manufacturing industry, green and intelligent, Hisense Group has been working hard. At present, Hisense has built 1 global "lighthouse factory", 3 zero-carbon factories, and 14 national green factories. At the 2024ESG Global Leaders Conference, Jia Shaoqian, chairman of Hisense Group, announced Hisense's dual carbon goals, which will "achieve operational carbon peak no later than 2026 and achieve operational carbon neutrality no later than 2050", and by 2030, Hisense Group's carbon emission intensity will be reduced by 40%.
Qianzhao Optoelectronics was
increased by the major shareholder Hisense
Based on the recognition of the future development prospects of Qianzhao Optoelectronics and giving full play to the strategic synergy effect, Hisense Video further increased its holdings of Qianzhao Optoelectronics. According to the announcement, Hisense Video increased its holdings of Qianzhao Optoelectronics shares by a total of 8,615,400 shares through centralized bidding in the Shenzhen Stock Exchange system, accounting for 0.94% of the total share capital of Qianzhao Optoelectronics, and currently holds 25% of the total share capital of Qianzhao Optoelectronics, and does not rule out the future
It is possible to continue to increase its holdings in Qianzhao Optoelectronics within 12 months.
Hisense, which ranks first in the global color TV 100-inch large screen market, bringsULEDAsuper picture quality TV、Laser TV、AIThe TV、Art TV and other blockbuster new products will be unveiled in the 2024China International Consumer Electronics Expo。 110-inch UX, 98-inch U7N, 120-inch Starlight S1MAX and other 100-inch large-screen TVs show the best picture quality of 100 inches, and also show the best experience of 100 inches. While leading the trend of consumer electronics in terms of picture quality and AI, it is also reshaping the interactive experience between TV and users.
Changhong Meiling announced that it plans to acquire 100% of the shares of Hefei Industry held by Sichuan Changhong with its own funds of 371 million yuan and 3.7503 million yuan of its wholly-owned subsidiary Wulian Technology, totaling 375 million yuan. This move aims to meet the needs of Changhong Meiling's mid-to-high-end refrigerator expansion, self-owned logistics warehouse expansion and integrated layout of home appliances and home furnishings. Through this merger and acquisition, Changhong Meiling will realize centralized management of production areas, integrate production resources, reduce costs, improve efficiency, and promote sustainable development.
In recent years, Changhong Meiling's performance has shown a strong momentum of development. Since 2021, the company's operating income and net profit have achieved positive year-on-year growth for three and a half consecutive years. In the first half of 2024, Changhong Meiling's operating income and profit reached a new high, with a year-on-year increase of 16.52% and 15.91%, respectively. Changhong Meiling's performance has grown steadily, thanks to its active expansion of diversified industries while strengthening the home appliance business segment. After the completion of this merger, its diversified layout will be more perfect, and the multi-category collaborative model will also open up more room for growth.
BOE TCL Huaxing fierce battle OLED
With the vigorous development of the global intelligent terminal field, China's flexible OLED industry has ushered in leapfrog development opportunities. BOE, OPPO, and OnePlus jointly held a flexible OLED flagship new product launch conference in Beijing, launching a new 2K+LTPO all-round high-end screen, which will be installed in OnePlus's flagship series of new products. The release of this new product marks another comprehensive technological innovation, which has achieved significant improvements in image quality, performance and eye protection, and once again defined a new benchmark for high-end flexible OLED screens.
In addition to the penetration of OLED in small-size scenarios such as mobile phones, manufacturers have also begun to chase medium-sized markets such as tablets and laptops. TCL TechnologyTCL Huaxing, which has been preparing for more than 4 years, will finally usher in mass production of printed OLED technology (an important technology in the field of large and medium-sized OLED). It is reported that the company is currently preparing for the mass production of printed OLED, and the first product, the display screen for medical equipment, has been trial-produced in the production line and is expected to be officially mass-produced by the end of this year. Whether it is technology or application field, the battle for OLED technology is also becoming increasingly fierce.
Huawei Joins Hands with Poly to Build a Smart Habitat
Huawei and Poly signed a strategic cooperation agreement, which not only covers the interconnection and intelligent control of smart home devices, but also extends to community management, property services, and smart car dealerships. The two sides will also continue to deepen cooperation in the field of whole-house intelligence on the construction of "good houses", create more possibilities and imagination for spatial intelligence, further develop new quality productivity, and jointly explore a better future for human settlements.
Huawei's whole-house intelligent solution redefines the convenience and comfort of living space, which is highly consistent with the concept of "high-quality development and quality era" advocated by Poly Development Holdings. As early as 2021, the two sides cooperated in the field of smart communities, and this year's whole-house smart co-creation pilot projects have been successively presented in many cities. As leaders in their respective fields, this signing is a further deepening of the cooperation between the two parties for many years, and will create forward-looking smart solutions for the industry.
Fotile and JD.com's scholarship program set sail
The public welfare student assistance program jointly initiated by Fotile and JD.com - "East Love West, Build Dreams" was officially launched, combining channels and users, and linking with the China Charity Federation's "Wing Dream Together" project to carry out related student assistance activities. When users buy Fotile products on JD.com, they will donate based on the number of users who have purchased them, and the following year will be used for public welfare funds to help students, go deep into underdeveloped areas, solve some children's school problems, and provide children with both material and spiritual help.
Since 2018, Fotile E-commerce has joined hands with JD.com Group and its public welfare organizations to travel 8,000 kilometers and benefit thousands of people, and continue to promote public welfare projects such as the Chinese Studies Library, Mother's Warm Heart Parcel, and Maker Classroom, aiming to improve the resources and facilities for young people in underdeveloped areas. This year, Fotile and JD.com will jointly provide 30 children with education subsidies for 10 years, with 3,000 yuan per person per year, to help them successfully complete their studies. With the official unveiling of "Love the East and West, Build Dreams", it means that the long-term student assistance plan of both parties has officially set sail.
JD and Taobao have teamed up
to optimize the e-commerce experience
The drums of the Double 11 war are beating, and the e-commerce platforms instantly enter the state of "battle". However, in the tense finals, this year's e-commerce Double 11 promotion has added a different atmosphere. JD Logistics and Taotian Group have reached a cooperation, JD Logistics will be fully connected to the Taobao Tmall platform, and Taobao Tmall merchants will be able to choose JD Logistics as a service provider. JD Logistics' integrated supply chain solutions, JD Express, JD Express and many other businesses will serve Taobao and Tmall merchants, involving the whole process of the supply chain such as warehousing, express delivery, and express transportation.
JD.com and Taobao Tmall's Alibaba, which is a well-known two large Internet platforms in China, has been fighting in the business war for a long time, and the rounds of "cat and dog wars" are full of gunpowder. But before the opening of Double 11 this year, there was news in the market that JD.com and Alibaba would "tear down the wall" in the logistics business. At present, the docking system between the two sides has been basically completed, and some Taobao and Tmall merchants have chosen JD Logistics as a service provider. In the new competitive environment, the formation of a new "competition and cooperation relationship" has become a new topic that needs to be studied by the platform.
