Tcl faces a big test of "billions of magic spells" in home appliances industry

Hundreds of billions of revenue, almost all of China's home appliance manufacturers dream. Lasted 33, after three times of transformation, TCL Group 2014 revenue successfully broke through hundreds of billions, become home appliances industry's fourth "hundred Billion club" members.

For TCL chairman Li, its feeling afraid will be much more than the average person. 10 years ago, Tcl ready to enter the fast lane, planned 2010 Harvest 150 billion scale, but unexpectedly in the international mergers and acquisitions in the badly beaten. Li once joked, "I've tried to lose weight, but I haven't been successful." "In the most difficult days of the 2005, his 3-foot-5 waistband turned into 3-foot-2," he said.

From the results, Tcl's billions of dreams, although four years late, but still come. After billions, waiting for Li and Tcl, is a more difficult test-the top three hundred billion of home appliance manufacturers, without exception, after the growth of weak. Can TCL unlock this "hundreds of billions of spells"?

Hundreds of four of years late dream

10 years past, looking back, Tcl realized hundreds of billions of dreams a full four years later, the expected 150 billion also become today's 100 billion.

New Year's Day holiday just after, January 5, TCL announced that the company to achieve annual operating income of more than billions of dollars.

This is a few years behind Tcl's expected time.

10 years ago, February 17, 2004, Guangdong's weather has warmed up, entrenched in the Huizhou TCL Group announced an ambitious "Dragon Tiger Plan": To achieve sales revenue in 2005 70 billion Yuan, 2010 to 150 billion yuan, the formation of international competitiveness of world-class enterprises.

According to the people who witnessed the scene, the "Dragon Tiger Plan" was delivered by TCL chairman Li himself. "Dragon Plan", the next 3-5 years TCL Multimedia display terminals and mobile information terminals two major business to enter the world's top five. "Tiger Plan", TCL household appliances, information and electrical lighting three major business and related industries, the next 3-5 years to form a domestic leading edge.

10 years past, looking back, Tcl realized hundreds of billions of dreams a full four years later, the expected 150 billion also become today's 100 billion. Behind the change and postponement of billions of goals, there is a four or five-year period of Tcl Rebirth.

Before and after the Dragon Tiger Project, Tcl is brewing two huge overseas acquisitions to buy French Thomson TV and Alcatel Mobile.

Thomson was the world's top 500, the volume is larger than TCL, mergers and acquisitions it is tantamount to snake swallow elephant. Tcl believes Thomson can help complete the leap from Chinese brands to international brands.

In the January 2004 merger, is in the color TV industry a node, flat-screen television technology is emerging, and Thomson in the world leader in CRT technology. Tcl thought the tablet would take at least five or six years to replace the CRT. But the result backfired, the tide of flat-screen TV quickly swept over, the asset of merger quickly depreciated.

In August, Tcl's acquisition of the Alcatel mobile phone business was also not smooth. Initial consolidation was less than expected, with 10 million euros quickly depleted and two restructurings forced in 2005. During the rapid deterioration of the domestic mobile phone environment, foreign brands and domestic cottage factory rapidly rising, once the wind TCL domestic mobile phone business began to decline.

In the end, Tcl paid huge tuition fees for the two mergers. 2006, TCL giant deficit amounted to 1.9 billion, the company stock was put on St hat. In order to tide over the difficulties, electrical business, building business and other Non-core business has been sold successively.

Not long ago, Li in the "Tcl cross-border mergers and acquisitions 10-year review" forum, said frankly, "at that time to make this decision is a bit too optimistic, insufficient estimates of difficulties, the acquisition of the need for resource input is also underestimated." ”

Breaking billions of increments from overseas

Of the hundreds of billions of 2014, overseas sales accounted for 48%, a significant increase from One-third in 2009.

Compared with 2013 of 85 billion, the 2014 TCL revenue of hundreds of billions, means that its revenue in the past year has increased by at least 15 billion. In the background of color TV industry aihongbianye, where does Tcl's increment come from?

After 2008 years of trough, Tcl resumed growth in 2009, internationalization into a steady growth stage. Li introduced that from 2009 to 2014, TCL sales revenue and overseas sales are growing steadily, especially overseas income growth than domestic income growth, the 2014 of billions of dollars, overseas sales accounted for 48%, compared to the 2009 One-third has significantly improved.

TCL overseas business, mobile phone growth is fast, 2014 forecast sales will reach 73 million units, of which more than 85% from overseas markets, the largest number of Chinese mobile phone manufacturers.

2014 years ago three quarter TCL mobile phone sales average price of 52.7 U.S. dollars, the annual sales forecast growth of 17.8 million units, its mobile phone business will bring about 5.8 billion yuan in the increment.

However, TCL Mobile phone has a mishap, that is, the profit is not high, the previous three-quarter total shipments of 48.61 million units, profit of 573 million yuan, each mobile phone profit of only 11.7 yuan. Tcl said that the company's high-end intelligent product ratio is expanding, gross margin has been improved.

In addition, 2009 years before the launch of the panel company Huaxing Optoelectronics is currently TCL's biggest cash cow.

2013 huaxing PV revenue 15.5 billion, accounting for the group's total revenue (85.3 billion) is less than 20%, but for the group contributed nearly 80% of the profit.

Home appliance expert Liu Buzhong estimated that 2014 Huaxing's contribution is still the biggest, but the depressed color TV market will affect the panel industry more or less, so its revenue increment will not exceed 10 billion (2013 increment is 8.3 billion).

As the body of TCL, color TV business has been in recent years with the great environment. 2013 TCL Multimedia losses, 2014 before the three quarter sales revenue of 18.7 billion yuan, down 16%. So the 2014 TCL multimedia to transform as the keynote, around the "double +" strategy, in the content services, marketing promotion to do a lot of attempts. But because the color TV industry has not yet warmed up, the industry generally believes that TCL multimedia toss can make the operating performance improvement, difficult to have quality overflight.

In addition, TCL Group also has white electricity business, the main audio and video products of Kone electronics, modules, lighting and other systems technology, as well as the latest and Cisco-built commercial cloud service platform, cultural media, O2O and other emerging businesses, these sectors are currently very little contribution.

"Hundreds of billions of spells" in home appliance industry

The paradox is that almost all over the hundreds of billions of home appliances manufacturers are difficult to escape the "hundreds of hundred magic curse" baptism, such as the line in front of Tcl several peer Gree, the United States, Haier spared.

The 2014 newspaper was not released, 2015 years of the year, TCL can not wait to release more than billions of good news. Yu Lidongsheng, there is a new problem in front of him, how to do after billions of billion?

Hundreds of billions of revenue, almost all of China's home appliance manufacturers dream.

The paradox is that all over the hundreds of billions of home appliances manufacturers are difficult to escape the "hundreds of billions of magic curse" baptism, such as the line in front of Tcl several peer Gree, the United States, Haier spared.

2004, Haier became China's home appliance industry's first to enter the "billions of clubs" members, then the United States, gree revenue only about 20 billion yuan. In the following years, Haier growth continued to slow down, by Gree, the United States to catch up even beyond.

Beauty is also difficult to escape the magic Curse, the 2011 U.S. group reached 140 billion peak, the listed company's U.S. electrical appliances to 93.1 billion, but in the second half of the 2011, the United States, the initiative "downsizing", from the focus on scale growth to pay attention to profit growth, after three years of pain now transformation success.

Like the current gree, Mingzhu 2012 when the bar Gree met Gree Hundreds of billions, then she put forward 5 years to increase the grand goal of 100 billion, then put on the scale of Gree "Magic Spell", 2014, although Gree can keep 140 billion, but in the air-conditioning industry growth slowed under pressure, Gree has appeared faltering.

"More than hundreds of billions, enterprises are prone to edema, large and inefficient, the phenomenon of the bloated abound." For entrepreneurs, super billion after what the mentality of the business is particularly important. "Home appliance expert Liu Buzhong said," to have entered the hundreds of billions of TCL, and will enter hundreds of billions of Hisense, Changhong and other manufacturers, should see a clear lesson, adjust the strategy, give up the large-scale complex, focusing on technology research and development and brand promotion efforts. ”

For TCL's future development, Li also has his idea. He said that the future development of TCL is a double wheel drive, on the one hand will continue to promote internationalization, focus on strengthening the development of emerging markets. On the other hand will accelerate the "double +" (Intelligent + Internet) strategic transformation, the establishment of "Product + Service" new business model.

In Tcl's hundreds of billions of news releases, Tcl highlighted several goals: to become the global mainstream of intelligent terminals in 5 years, to achieve the top three of smart TV and smartphone sales, to achieve a ARPU (per-user average revenue, 100 million households and 100 million mobile users, which measure the revenues of telecoms operators and internet companies, make up 50% of the profit contribution from products and services. More importantly, the ultimate realization of the company's value growth beyond sales revenue growth, 5 years to achieve the company's market value of billions.

The test of billions of years has just begun.