Chinese appliances have entered the stage of competition among hundreds of billions of regiments

On the evening of Friday, the beauty of the group (000333. SZ, hereinafter referred to as "the United States" issued an annual report showing that its 2013 listed companies operating income exceeded 100 billion yuan for the first time. After Haier Group, gree electrical appliances, China's household appliances industry, the hundreds of billions of new players added two. Moreover, Hisense Group, TCL Group, Changhong Group are also in the impact of hundreds of billions of road.

standing on the threshold of hundreds of billions of years, this year is raging in the smart home boom, opened a new round of growth space. However, as if hand to hand, the old product, channel model gradually outdated, new profit model when the arrival? Hundreds of billions of legions have accelerated their transition to the Internet, and many problems still need further cracking.





products Upgrade and expand hundreds of billions of regiments





last year, the United States will be small household electrical appliances, logistics, motor and other business loaded into the listed companies, to achieve the overall listing. 2013, the U.S. group operating income of 120.975 billion yuan, an increase of 17.91% per cent, net profit of 5.317 billion yuan, an increase of 63.15%.





of which, everyone electric business is still a leader. Last year's U.S. electricity (air-conditioning, refrigerators, washing machines) income of 78.362 billion, an increase of 23.15%. It is noteworthy that the United States, the sales of electricity channels grew rapidly, last year grew more than 160% to 4 billion yuan, but the traditional channel is still the main battlefield.





last year the total operating income of China's household appliances industry was about 1.28 trillion yuan, an increase of 14.2%. The realization of the United States is higher than the growth of the market, mainly due to product structure optimization and upgrading, including "One night low to once electric" inverter air-conditioning and other new products.





Gree Electric Appliances (000651. SZ) broke through billions of years ago, last year again the upper floor, the revenue of 120 billion yuan, an increase of 19.9%, net profit of 10.8 billion yuan, an increase of 46.5%. It also benefits from product structure optimization, it said in performance letters.





another white power giant Haier, its Qingdao Haier (600690. SH), Haier Electrical appliances (01169. Last year, revenue reached 86.49 billion yuan, 62.26 billion yuan, year-on-year growth of 8.3%, 12%. Although the listed company's revenue has not been hundreds of billions of dollars, but Haier Group is the first domestic enterprises to break billions of household appliances, 2013 turnover amounted to 180.3 billion yuan, the total profit of 10.8 billion yuan.





Suning became the first to break billions of home appliance channels listed companies. Last year's revenue was 105.29 billion yuan, an increase of 7.05% per cent, but net profit fell 86% to 370 million Yuan Year-on-year. 2013, Suning online income of 21.89 billion yuan (including tax), an increase of nearly 44%, mother and child, beauty makeup, department stores, daily necessities, books and other categories to further expand to achieve income growth. But also because of the electricity business losses, drag down profits.





deputy General manager Peng to the "First financial daily" reporter said that from the Chinese household appliances market, as well as China's household electrical appliances production in the global market accounted for, there are several hundred billion enterprises are not a problem, the future emergence of 200 billion of annual income, 300 billion of household appliances enterprises will not have accidents.





in fact, Hisense, TCL, Gome, etc. are in the impact of billions. Hisense Group revenue of 93.2 billion yuan last year, profit of 6.6 billion yuan, Tcl Group (000100.SZ) last year revenue 85.32 billion yuan, the year-on-year growth of 22.9%; Gome (00493. HK) Last year revenue of 56.4 billion yuan, if the unlisted part of the revenue is listed part One-second, the group last year's overall revenue of about 80 billion yuan.





"Intelligent" transformation decides the future





since the second half of last year's energy-saving policy exit, China's home appliance market growth has dropped significantly. The future growth of the China group can only be hoped for in the transition to "intelligence" and the Internet.





The United States this year to actively promote the smart home strategy, plans to launch 25 categories of intelligent home appliances products, investment 3 billion yuan in Shunde to build the global research and development headquarters; Sichuan Changhong (600839. SH) March 31 released Chiq (KAI) Air-conditioning, this is after the start of the guest color TV, kai passenger refrigerator, Changhong released this year's third smart home appliances new products; Tcl group released a "Product + service", "Smart + Internet" in February this year, Haier in March, the development of intelligent home appliance operating system in Shanghai Gree said that energy conservation and environmental protection is the focus of its smart home ... The wave of smart home appliances has been heating up.





GFK (China) Managing director Zhou to this reporter said: "The future of the appliance industry is not in quantity, and in product upgrades, who can seize, who will get the opportunity." Among them, smart home appliances are particularly noteworthy opportunities. ”





Zhou calmly said that the surrounding communications environment, consumer awareness of the conditions have gradually matured, but now there is no real mature smart home products, most of the basic functions, plus some side of the smart application.





problem is, the transformation of home appliance enterprises, the challenge is obvious: some Internet enterprises "Cross-border", will be the hardware of smart home appliances sold at cost price, to the traditional appliance enterprises to bring impact, while the price of products fell, the other side of the new profit point is still in cultivation; the channel to the Internet transformation, the electricity merchant makes the price transparent, The original entity shop and the three or four-line market of "profit granary" to the service to profit also need a process.





Suning Last year's performance is an example. Line below the same price, so that the entity stores profit is affected, electric business and failed to get rid of the common loss of industry, resulting in a sharp decline in profits.





Peng that Su Ning last year profit drop, still have the reason of execution. The headquarters level is very determined, but some stores are concerned about the provision of services, consumers to online orders, affecting performance, the actual implementation of the discount.





in Zhou View, differentiated products and the provision of value-added services channels, are the two main points of success in transition. and Suning in 2013 annual report also disclosed that this year will cultivate two or three independent product brands, enhance product management capabilities, the development of financial, logistics links value-added services, such as focus on the supply chain microfinance business; layout mobile internet and home Internet, this year will launch PPLive Internet TV. As a result, it is not difficult to understand the recent Lenovo senior executive Lu Yan as CEO of PPLive.





Gome President Wang Junzhou on March 21 's performance statement also revealed that Gome underwriting, customized differentiated products in the next two years from last year's 30% to increase to 50%; Gome will open the supply chain platform to the department stores, supermarkets and other sales, logistics value-added services. and Haier appliance in January this year to take a joint venture to integrate the Shanghai Bay industry new Brother Logistics company to enhance the furniture, bathroom and other big-ticket goods distribution capacity.





"Compared to the mature market in Europe and America, Chinese consumers have not formed the habit of paying for services." Peng said that the successful transformation of home appliance enterprises depends on the change of manufacturer, channel, consumer's concept and behavior.