2013 China's home appliance industry is the trend of transformation

Today, the "wind direction" of the home appliance industry has changed. If we say that in the past the theme of the Chinese home appliance industry was "fighting low prices and sizing up," then the current theme has become "creating value-added and seeking profits."

This year's spring wave of the home appliance industry has changed, and last year's infiltration picture changed. Although the Chinese home appliance market has recovered from the "winter", in the spring of 2013, the Chinese home appliance industry has apparently reached the "juncture of transformation."

Not only manufacturers but also channel providers face transformation. This year will be a crucial year for Gome's loss. Last year, JD.com, which ignited the price war of 3C e-commerce vendors, had “repentant intentions” this year, saying that e-commerce companies have shifted from price competition to value competition and piloted “integration and delivery” in Shanghai. After a round of price wars, electricity suppliers were overwhelmed.

The transformation of China's home appliance industry will be unsuccessful. "Home appliances city" Shunde is a microcosm.

On April 1st, HC Network invested more than 300 million yuan in China's home appliance industry in the founding of Shunde, provincial, city, association responsible person, TCL, Midea, Hisense Kelon, Galanz, senior executives of high-level appliances giants attended the meeting . Because HC's idea of ​​expanding the home appliance industry BB, it just hit the "soft ribs" of Guangdong's appliance industry, especially in Shunde. Under the pressure of rising costs, the outflow of production capacity is unstoppable. To maintain the status of "home appliances capital", can not fight production, to fight the number of brands, transaction amount. Therefore, Shunde hopes to upgrade from home appliance manufacturing bases to home appliance brand bases, transaction settlement bases, and R&D and design bases.

In fact, the development of China's home appliance industry has reached a plateau. Since the “home appliances going to the countryside” and “old for new” policies were withdrawn, the Chinese home appliance industry bid farewell to the rapid development in the early years and the growth rate has slowed down significantly. Upgrading has become the main force of market demand, and people love to buy good products instead of seeking to sell products. Cheaper. On the other hand, the double-digit increase in labor costs, the continuous increase in the cost of raw materials, and the business model of earning only modest processing fees have almost come to an end.

In the past, the United States and Europe renewed their pressure to attract backflow from manufacturing, followed by the rise of emerging bases such as Vietnam and India. As the world’s largest home appliance production base in China, how is it transformed? Where is the fulcrum that incited the transformation of the Chinese home appliance industry?

The chairman of Konka Group, Hou Songrong, said clearly that the full-scale transition to the Internet has come. First, the use of televisions, mobile phones and other home appliances is becoming Internet-based. Second, various home appliance marketing methods and the entire company's operating methods are all in the Internet. "In three to five years, the birth and death of Chinese consumer electronics companies is on the Internet."

The development of Internet and Internet of Things technology has brought impact to the traditional home appliance industry, but it has also created unlimited new business opportunities. At the 2013 China (Shanghai) Appliance Fair, smart has become a new highlight. In the future, you can manage foods through the refrigerator and place orders with supermarkets; your air-conditioning has obstacles, and the factory's cloud database will detect and remind you to repair. At this point, the home appliance industry has begun to extend from "selling products" to "selling services," and "value-added" has become within reach.

Jiang Feng, chairman of the China Household Electrical Appliances Association believes that with the integration of e-commerce, smart appliances have a more realistic meaning.

Whether it is the introduction of smart home appliance solutions, the introduction of upstream core components, or the creation of high-end brand names, it is essentially looking for “value-added” paths and the quagmire of low-price competition. Once the old thinking of vicious competition is abandoned, the Chinese home appliance industry loses its old world of "spreading goods" and ushers in a new horizon of the world's five continents.