Home appliance industry ushered in an important juncture of industrial structure upgrade and transformation

September 23, "South all • Business School Second Forum" lecture, the Forum by the Guangzhou E-commerce Industry Association and Gree Electric Appliances co-organizer, business elite, industry association leaders, management professors gathered in a hall, from home appliances giants, Internet trader Hand of the actual combat interpretation, explore the future trend of home appliances industry.

Guangzhou deputy Director of the Bureau of Jing Guangjun, Skyworth Group Color TV Business Headquarters President Liu Yan Branch, Guangzhou Electronic Commerce Industry Association Secretary-General Zhang Qiang, the MBA professor, NdFeB International Cross-border mentor Zu Lin, and so on, from different perspectives to analyze the transformation of household electrical appliances industry upgrade.

Color TV industry and internet integration

This September was a very lively one months for color TV and the Internet. Since the beginning of the month, there have been statistics of five weekly conferences.

First, Konka officially launched the industry's first online brand K K T V, after the T cl marriage Archie Art launched T CL Archie TV T V +, Millet released Millet TV, 10th Skyworth United Alibaba released the Godsend system and Aliyun o s Internet tv, and then High-profile Challenge competitors of the same continent electronics held in Beijing 1+ 1 television Internet Conference.

Overnight, the Sunset industry incarnation Chaoyang Industry. Skyworth Group, the president of the company's color TV business Liu Yan, said: "15 years ago when it is often referred to the nose scold, was scolded this is a sunset industry, but from last year began to become sweet, Google (886.84, 0.34, 0.04%) apple (489.1, -1.54, -0.31%) T V, The earliest from Lenovo began, several months between the three internet groups ——— Tencent (402.6, 6.60, 1.61%, real-time market), Baidu (150.13, 0.87, 0.58%), Ali are involved in the color TV. This cake is so tempting that it attracts so many Internet industries to enter the industry. ”

Facing the wide market of Internet TV, it and Internet enterprises are fully "invaded" by the huge content resources and the young main user groups. The traditional color TV company with the dual swords of the channel and technology is a ferocious counterattack.

In this respect, Liu Yan a keynote speech, said the internet and color TV industry integration will enter a great era. He believes that the color TV and the Internet how to integrate, mainly three points. One is the integration of color TV and Internet is a mutual learning cooperation, like color TV is the representative of industry, should learn the spirit of the Internet, open, innovative, convenient, in the product development phase of the development of the spirit of the consumer. The internet will also learn from the industrial spirit, the pursuit of the ultimate, down-to-earth, to provide consumers with a full range of products and services. The two should learn from each other, cooperation is mutual equality, there is no one to fall and take away. In the home internet age, it is impossible for any company to get everything done, it will involve hardware, content, policy, law, consumer, etc., it is impossible to get everything done.

Second, home appliances and internet convergence is to discover new consumer demand together, to play their respective advantages to provide more and better services.

Finally, the color TV with the Internet is to explore and discover new innovative business model and profit model, are exploring hardware, content which more money? The main products, accessories which make money? There is no answer today, and has been exploring, including the release of new products and new collaborations. The future of the Internet has great business opportunities, family services, shopping and so on, enough to accommodate more enterprises. To have a more inclusive attitude, more Internet, hardware together to build mining, to provide better products and services. In the future, there are 400 million sets of televisions that need to be upgraded, from the 35-year smart products to the smart and cloud TV, the world has more than 200 million products updated every year, there are more than 2 billion TV to transition, so these two industries, from the market industry look big enough, will become a new model.

Big Data challenge of electric business channel

The so-called integration, is a mutual learning process, not the protagonist and supporting role, but based on equal and open cooperation, mutual digging more consumer demand, through the advantages to obtain more consumers.

In the past two years, the rapid development of electric business channels has brought new opportunities for home appliance sales and created new challenges. How does the two sides have the running-in and the choice?

Zhang Qiang, the secretary general of Guangzhou Electronic Commerce Industry Association, thinks that how to deal with the big environment is a worthwhile way to think. "The electricity quotient pulls the person's distance, last year the entire network sales 1.3 trillion, its growth is not out of thin air, it is through many trades means the information is wrong

Said the share of the agent came in, zoom in flat, platform was born. ”

From the development of sales channels, the rise of the electrical business has become irreversible, not to do the electricity business has been lost. Now a lot of enterprises to do electricity business, this is a faster innovation of the industry. Talk to the electric dealer boss: is a quick word, last year and this year completely different, the consumer crowd completely changed. After the children have been accustomed to online shopping, otaku curtilage women want to buy a house, too expensive, want in the company, have whenever block in front; this part of the people born three great companies: Shopping Taobao, game Shanda, chat Tencent, consumer subject changed. ”

Color TV and video, the integration of Electronic business services, is precisely the representative of this aspect. In the diverse needs of young users, internet companies rely on a huge amount of content resources to "push" the color TV industry, have "stepped over the boundary."

Liu Yan says the biggest feature of the internet is big data. "Browsing the data, so that a person's internet behavior has accumulated, to get your personal behavior, what products you provide a reference, this is through the large data collection of things." ”

And the electric business whether is jingdong or other, it is a kind of new sale channel's birth, like 10 years ago the birth appliance chain, this is the new channel, with the geometric progression upward. "I would think that all businesses should be involved in it, there are many surprises, my judgment is that the development of electrical business when the balance will be reached with the physical store to achieve a balance." ”

In his view, the current channel's biggest resistance is still in the traditional channels, Gome Suning supermarket, rural pop. The next is the electricity quotient, the development is quicker, the forecast occupies the overall turnover, (third party) accounts for 10%. The third is the official website of the company. In the process of the development of the electrical business, if there is already a product, the official website sales can be supplemented.

What is the direction after the subsidy?

In addition to the impact of the "external" integration, the beginning of the five-year "home appliances to the countryside" subsidy policy ended, the 2013 household electrical appliances industry also ushered in the "internal" industrial structure to upgrade the transformation of the important juncture.

The consumption structure intensifies the escalation situation, high and new technology such as high-efficiency Energy saving, green environmental protection, intelligence, integration and so on will cater to this demand. And in the cost of the means of production, labor shortage intensified and other adverse factors, how to advance the layout, decisive drop, it has become a hot topic in this round of economic cycle.

Guangzhou, deputy director of the Department of Jing Guangjun, home appliances to the countryside has completed the historical mission, now has energy efficiency subsidies, in the future for quite a long time, large-scale subsidies may not be introduced. "We can see that one is the State Council to expand domestic demand, the second is to expand the Broadband China Strategy implementation plan." Some data, domestic appliances in the gross margin of 2%, the enterprise pressure is very large, upstream of the chip, LCD panel cost a pressure down, the enterprise pressure will increase. Now tariffs from 3% to 5%, upstream equipment, there may be some adjustment levers, such as raising tariffs, to protect our own enterprises better development. ”

Medium Big M B a professor, NdFeB International Cross-border mentor Zu Lin also proposed that the network TV so cheap, is not to the industry to create a greater impact, the traditional model is definitely a loss, the future profit point where exactly?

Liu Yan that there are very cheap products, there is a price shock, which is a demand has different levels of performance. "For profit, we can not predict, are in stones, now which mode can make money, who is not easy to say." But one thing is certain, Skyworth's hardware is to make money. Profit model to be based on the actual situation to explore the concept of change, the past TV consumers, content providers, through advertising to make money, the new internet is there another way? We also hope that our customers can provide new ways. ”

Imitation is the best flattery, and tort is the worst imitation

Colorful mobile phone shell has always been Nokia's signboard, on the morning of September 11, Apple released a new iphone 5S, iphone 5C, Nokia UK on Twitter, a color Lum Ia's promotional photo, the picture above conspicuously said "imitation is the best way to flatter" (Im Itation isthe bestformofflattery), while its Twitter body points to more obvious ——— "Thanks, Apple" (thanksapple). The tweet, which was forwarded more than 7,000 times in 20 minutes, gave the ever-acclaimed new iphone an unprecedented slot.

"Imitation is the best form of flattery", which is a mockery of Nokia's imitation of an apple that does not yet constitute a tort, but if it is a real infringement, it is not a mockery so simple ——— infringement is the worst imitation! Household electrical Appliances Enterprise Gree Electric appliances suffer from it.

In the case of home appliances enterprises, as early as in 2011, Gree electrical appliances due to be infringed by competitors of its comfortable sleep patent, was compensated 2 million yuan, the case has been the industry's concern, has a typical significance, the case is also included in the Guangdong High Court published 2011 Ten Cases of intellectual property rights trial.

As we all know, Gree is focused on air conditioning, occupied the world air conditioning technology commanding heights, "High efficiency DC Inverter Centrifuge" International leader, 1 Hz inverter technology to achieve domestic air-conditioning technology in the national Science and Technology Progress Award in the history of the 0 breakthrough, R 290 environmental refrigerant air-conditioning to China in the new refrigerant technology for the first time in the international forefront of the application , the world's first "two-stage compression technology" broke the traditional air-conditioning products operating limit ... 2012, Gree electrical appliances to become the first to break through the revenue of hundreds of billions of home appliances listed enterprises, the first half of this year again surrendered the "bright answer."

And a lot of home appliance enterprises, GO is a continuous "operate" of the expansion of the road, more and more varieties of products, big small, ice wash, boiled baked ... At the same time, technical support to become a "short board" of enterprises, the occurrence of tort is inevitable, but also vulnerable to the impact of the macroeconomic situation.

It is precisely because of this very different two roads, gree electrical appliances in charge of repeatedly by competitors to "imitate" the way to flatter, but also repeatedly because of competitors "infringement" and forced to pass laws to defend their intellectual property.

At present, the importance of intellectual property is increasingly prominent, and with the trade in goods, trade in services, constitute the World Trade Organization (WTO) three pillars. It can be said that in today's "knowledge-based economy" era, who mastered the dominance of intellectual property rights, who can occupy the active position in the market competition.

"Three-stream enterprises to sell coolie, second-rate enterprises to sell products, first-class enterprises to sell patents." Statistics show that the inventory of the National Invention Patent licensing the top ten regions and enterprises, it can be found that the more invention patents, who participate in the establishment of standards more. Have the ability to set standards, can become the market rules, competitiveness has its own natural advantages.

At the end of 2012, the editorial team of the UK Intellectual property asset management, after extensive investigation and rigorous research, identified Gree as a Chinese company with world-class intellectual property creation, management and development models. "Intellectual Property Asset Management" (ie IAM) is a focus on the global intellectual property industry in the British professional media, is currently the industry's most influential media in the world, the magazine for the first time in China to carry out intellectual property advocates selection activities, and to determine the Zhuhai Gree electric as China's intellectual property advocates.

However, in the face of increasingly fierce technology competition, many enterprises still do not realize the important value of intellectual property strategy. This not only restricts the implementation of the National Intellectual Property strategy, but also hinders the development of the enterprise itself, and is often plagued by infringement of intellectual property rights.

The whole society is happy to see gree electrical appliances so pay attention to technology research and development, the enterprise that grasps the core technology, respects the intellectual property rights, maintains the intellectual property rights, is happy to see it to open up the territory in the market with the patent strategy, we need more and more Chinese enterprises, really through their own innovation rather than bad imitation, to promote the progress of the whole country, Further strengthen China's economic endogenous power.

Guangzhou, deputy director of the Department of Electrical appliances industry chain needs to accelerate the transformation and upgrade

In the first half of this year, the domestic electronic information industry running relatively smooth, home audio-visual industry to maintain a relatively rapid growth in the absence of new policies, the future trend of color TV industry deserves further attention. With the technological innovation and the Cross-border integration of products, the boundary of consumer electronic products is becoming more and more blurred, new intelligent terminals are emerging, and color TV products have entered the era of "network, intelligence and experience". At present, the domestic color TV industry still exists large and not strong, core technology and basic patent weak, independent innovation ability is not strong, there is "lack of heart, less soul, no face" problem.

Lack of heart is the absence of independent design of the calculation, communication, drive and graphics chips and related standards; less soul refers to the lack of related basic operating systems, and now more is built on the mainstream operating systems on the Man-machine interface and application platform; the lack of face refers to the domestic flat-screen TV industry generally lacks t ft-lcd, A M OLED panel key technology. At the government level, has formulated the color TV industry transformation and upgrading, industrial chain promotion policy, Greek guide color TV Enterprises diversified development, such as the upstream LCD panels, materials and equipment link layout development, occupy the high-end link of the industry value chain. and to color TV industry as the representative of household electrical appliances industry, should be accelerated with the Internet industry integration, through the industrial chain Synergy innovation, to achieve industry transformation and upgrading.

Since August, the country has promulgated a series of policies around the information consumption and broadband China strategy, aiming at finding new consumption growth points and channels, and further expanding domestic demand. New information consumption such as Internet and electronic commerce, market-oriented and government-led, the government has taken it as an important strategic emerging industry to nurture, improve the information infrastructure, improve the wired and wireless broadband access rate, and use to enhance the traditional business, the development of modern commerce and trade industry, while focusing on the emergence of emerging industries.

Through the Internet and E-commerce, can promote audio-visual and color TV industry transformation and upgrading, optimize the enterprise's supply chain and development platform, while promoting research and development, design, content and large data analysis and other modern services. From the perspective of specific policies, we can promote the rapid development of the Internet and E-commerce industry by strengthening industry self-discipline, adjusting market access conditions, setting up special funds and subsidizing third party platforms to provide services for small and medium-sized enterprises, and strengthening knowledge protection measures.

Skyworth Group TV company president TV industry will not become the Internet display

The combination of color TV and Internet is the intrinsic demand of two industries.

Skyworth Integration direction is very clear, because we are doing products, blindly adhere to the products, especially in the Internet today, in the cloud to achieve the ultimate, is the biggest contribution to consumers. We won't do anything like Archie. Everyone in stones, now which mode can make money, who is not good to say, but one thing is certain, Skyworth hardware is to make money. Profit model to be based on the actual situation to explore the internet age is there another way to profit? We also hope that our customers can provide new ways.

The future of the Internet has great business opportunities, including video, games, family services, shopping and so on, enough to accommodate more enterprises. In the case of China, there are 400 million televisions that need to be replaced with smart and cloud TVs from the 35-year period of non-intelligent non-cloud products. Globally, more than 200 million sets of products are constantly being updated every year, with more than 2 billion televisions to be upgraded to smart and cloud TVs. So these two industries, the market capacity is enough to accommodate new businesses and new business models. There is a view that the color TV will be killed by the Internet, will become the Internet display. But I think, in the condition of home Internet terminal, need is high definition big screen, open platform, more content, good man-machine interaction.

The Secretary-General of Guangzhou Electronic Commerce Industry Association don't be a electric dealer. Walk Like a leg

From the electric business point of view, Electronics is a tool, the core is business. Two aspects, one is the big environment changed, and the other is how to deal with the big environment to do the electrical business. Last year, the entire network sales of 1.3 trillion, its growth is not out of thin air, is through a lot of trading means the information asymmetry of the agent's share in the market, consumers directly facing the manufacturers, the platform was born. Now all enterprises understand that not to do electricity business is not. Not being an electric dealer is like walking on one leg and not being steady.

The traditional industry should know how to play the electric business. There are several points to learn from, one is the product, the consumer needs what, what kind of products are suitable for consumers, the second is how to manage the electric business, with the electrical business cooperation, "get the flow of the world", how to use video or new products to retain customers, become a brand loyal customers, not playing a war, but a Jiangshan, So the prophase must do some work to break the bureau; The two most popular terms of the electric business, "Use the method of picking up the electric quotient, play the game method to manage the team". How to use very little money to let a girl move 150 times, attentively to run these consumers. The other is how to do the electrical business managers. Now 80, 90, want to reach the highest level, must play from the bottom. For a young man of strength, you give him space, let him go and let him climb from the bottom to the top. How to play, the master is hidden in the civil.

NdFeB MBA Professor, International cross-border tutor household appliance industry in 2013 ushered in the industrial restructuring and upgrading of the node

At the beginning of 2013, five years of "home appliances to the countryside" subsidy policy ended, 2013 household appliances industry ushered in the industrial restructuring and upgrading of the important juncture. Increased consumption structure, high efficiency, energy-saving, green environmental protection, intelligence, integration and other High-tech will cater to this demand. The 2013 is an important time point for the household appliance industry to upgrade the industrial structure. The traditional enterprise Comprehensive Internet Transformation Bureau has arrived, on the one hand the traditional home appliance marketing is overall from the offline to the Internet, on the other hand the television and so on traditional electrical appliances product production is integrating the Internet content, the technology development to the traditional household appliance industry brings the impact, but also creates the infinite new business opportunity

The development of e-commerce and the change of consumers ' buying habits have a strong impact on the traditional marketing mode and sales channel, and the traditional enterprises enter into electronic commerce. Some people put home appliance industry E-commerce model summed up to three kinds: first, with the help of Taobao, Beijing-east and other professional network shopping platform for sales, the second is to Su Ning, Gome as the representative of the merchants to build online shopping malls, the third is the home appliance brand to set up their own network direct channels,