At present, the competition among Chinese household electrical appliance enterprises is the competition between resources and technology levels. The rise of raw material prices and the increase of costs are stressful for small-scale enterprises. For large-scale enterprises, it is difficult. Will be transformed into an opportunity, companies will use their own strength to concentrate the scarce resources in their hands, thus occupying a larger market share.
Behind the brand crisis series and the winter debate, the Chinese home appliance industry is firmly determined to face the world! In the next few years, the number of brands in China's home appliance industry will decrease rapidly. With the decline and exit of weak brands, the industry will be more concentrated. The product difference is greater, the price is relatively stable, the market speculators have less and less opportunities, and the upstream demand will be more stable. How to stand on the ground? How to get out of the country? First, you must objectively analyze the environment in which you live.
Small appliances actively transform
Sanlu crisis into boost
Due to the reduction of export tax rebates, the increase in labor and raw material costs, and the appreciation of the renminbi, small household electrical appliance enterprises are no longer blindly staring at foreign markets, but are beginning to turn around and seize the domestic third and fourth. Due to various objective reasons, the export prices of many small household electrical appliance enterprises in the first half of this year have slowed down, and some products have even experienced negative growth. The obstruction of foreign trade exports has a great impact on the domestic small household appliance industry. In the first half of this year, many small household appliance manufacturers have laid off a large number of employees, because the export orders have been greatly reduced, and enterprises do not need so many people. Due to the obstruction of exports, many small household appliance brands have turned around and rushed to the domestic market. However, the survey found that unlike other industries such as clothing, which are exported to domestic sales, many small household electrical appliance enterprises have turned their attention to the rural household appliances in the rural areas. According to industry analysts, the rural household appliance market has a broader market space, and 70% of China's population is in rural areas. This large consumer base has laid a solid foundation for the development of the home appliance industry, especially small household appliances. In addition, the Sanlu milk powder incident has a great impact on the psychological level of consumers. From the current survey situation, consumers choose to find milk substitutes such as soy milk and other products, so that the sales of small appliances such as cooking machines and juicers are sharp. rise.
Color TV market is tenacious
Cottage tablet halfway to kill
More than 60% of the CRT TV market is in rural areas. The natural disasters in the first half of the year have a greater impact on rural areas. Therefore, the impact of CRT TVs is relatively greater. In the first half of 2008, the sales volume was 11.27 million units, down from 2007. 20%, while the ultra-thin CRT TV has remained tenacious and has sold 2.2 million units. Although CRT TV has entered a recession cycle, with the start of post-disaster reconstruction and the traditional peak season in the fourth quarter, the year-on-year decline is expected to drop to less than 15%.
The LCD TV market is obviously also affected by the economic environment. However, the growth rate in the first half of the year still reached 71%, and the sales volume was 5.72 million units, accounting for nearly one-third of the total LCD TV market in the first half of the year. The foreign brands continued to strengthen. offensive. Especially in the May 1st Golden Week, the price of major foreign-invested brand promotion models has dropped by more than 30%, even lower than domestic brands with the same specifications, foreign brands in the primary market, the total sales share reached 60%. However, in the overall LCD TV market in the first half of 2008, domestic brands still dominated, with a total market share of 55%.
At present, many second- and third-line brand manufacturers have been using the cost control and price advantage to occupy the market, while the cottage tablet has seized their account at a lower cost and price. People often have an account, a mainstream 42-inch cottage tablet. The production cost is composed of several parts: the liquid crystal panel is about 2400 yuan (depending on the quality of the panel), the outer casing and the board are 1000 yuan to 1200 yuan, and the rest is the expenditure of packaging and hiring personnel. This is beyond the reach of any brand manufacturer.
Although the emergence of the cottage tablet did not pose a substantial harm to the formal brand, what worries us is that because many electronics companies in Guangdong have experience in operating a series of electronic products such as DVDs, game consoles, monitors, and mobile phones, they are getting After the flat-panel TV related resources, a set of mature operation modes will be quickly transferred to the cottage tablet. Once the climate is formed, it will not be able to clean up. If you don't pay attention to it, the scale advantage of domestic brands without core competitiveness will easily disappear.
From the perspective of forecasting production capacity, the annual production capacity of Shanzhai flat-panel TV has reached 2 million to 3 million units. Xu Hongbo, vice president of the Guangzhou Flat Panel Display Promotion Association, said: Although the impact of Shanzhai Tablet on the entire industry is not great, its impact on the second and third-line brands has already appeared.
In addition, under the current changes in the plasma pattern, in addition to Panasonic's already completed plasma panel investment, the first phase of Changhong's investment of 800 million US dollars plasma project will be held on October 28 this year, with a total capacity of 2.16 million pieces/year. . According to information from the Plasma Professional Committee, the Chinese market has become the fastest growing market for plasma TVs in the world in 2008. In the first eight months of this year, its growth rate exceeded 200% (liquid crystal is 50%), which provides future sales of Changhong plasma panels. A good foundation, and according to the chairman of Changhong Group, the cost of Changhong plasma panels after production is 30% lower than Samsung and LG, which means that it will accelerate the promotion of plasma TVs in a low-cost mode. From the current point of view, the future advantages of Panasonic Plasma Panel are supported by the scale and orders of Hitachi and Pioneer, while the advantages of Hongou Plasma are supported by the price and the Chinese domestic market. The two futures will take the initiative in the global plasma TV competition. Status, Hitachi’s exit has shown that the scale of 2 million units is difficult to survive. Changhong’s priority is to rapidly increase the size of plasma panels to 6 million to 8 million pieces.
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