In 2011, it was the tenth year for China to join the World Trade Organization, and it was also the opening year of China's “Twelfth Five-Year Plan”. In the past decade, with the rapid economic development, China has grown into the world's largest home appliance production and sales center. Statistics show that in 2010, the total output value of China's home appliance industry reached 964.2 billion yuan, which has nearly quadrupled from a decade ago. The "rapid growth" of growth has been evident. What is even more commendable is that with the opportunity of China's accession to the WTO, China’s home appliance industry has expanded not only in terms of scale in the past decade, but also achieved numerous successes in technology upgrades, brand building, corporate management, and marketing. Many world-famous brands have also cultivated many entrepreneurs with international influence. In particular, in the development of the global market, leveraging the “East Wind” of the accession to the WTO, in ten years, the Chinese home appliance industry has completed the leap from export value of 7 billion U.S. dollars in 2001 to more than 150 billion U.S. dollars in 2010.
In the face of such achievements, relevant experts in the industry said: “Since China's accession to the WTO, the linkage between China and overseas markets has gradually intensified. During this decade, the Chinese home appliance industry has undergone a large-scale transformation, technological upgrading of products, and demand for global consumers. With rapid understanding and in-depth control, we have achieved a gradual upgrade from manufacturing to innovation. This is the evolution from the ferocious growth of the original ecology to the development of a sustainable civilization.” It is precisely because of this, at the threshold of the ten years of accession to the WTO, It is particularly meaningful to sort out and analyze the growth of the home appliance industry in the past decade.
Ten years of interest in “100 billion megalopolises” emerged in 2001, and the Chinese economy came at a turning point in the “bottom valley” of eight consecutive years. Under this special era, joining WTO undoubtedly affected the Chinese economy in those years. The top priority. Because this means that China’s reform and opening up will enter a new stage. The development of China’s economy will be more deeply integrated with the development of the global economy. Chinese companies will also face the competition of top global rivals in a more open environment. This situation is undoubtedly a huge challenge for China's home appliance industry, which was just experiencing a massive crackdown on DVD patents. Fortunately, in the face of this challenge, China's home appliance industry not only did not fall down, but with its own unique wisdom and hard work, it thrived and grew strong. With breakthroughs in the field of white power, upgrades in marketing capabilities, and innovations in the retail channel, in the past decade, the Chinese home appliance industry has miraculously achieved a breakthrough in market size from 100 billion yuan to 1 trillion yuan, becoming a global One of the most important home appliance markets.
According to statistics from China Yikang, in 2010, the scale of the home appliance domestic market broke the trillion-dollar mark for the first time, and the sales growth of domestic appliances throughout the year exceeded 18%, setting the highest in the past 10 years. Not only that, China's home appliance industry has also formed a number of enterprise giants such as Haier, Midea, Gree, Skyworth, and Galanz that have high brand influence on a global scale. Among them, Haier achieved sales revenue of over 100 billion yuan in 2004, the United States also successfully entered the "100 billion clubs" in 2010, under the leadership of these exemplary enterprises, China's home appliance companies are currently setting off a wave of "100 billion Daxie's climax to the march — Recently, Galanz and Chigo all announced the development goal of 100 billion yuan, while Gree and Hisense carried a sales scale of 60 billion yuan, and they are moving closer to the goal of 100 billion yuan. In addition, Changhong to Meiling as a white platform, black and white business simultaneously promoted; Hisense completed the reorganization of Kelon, refrigerators, air conditioners, washing machines, color TV business steady progress; Skyworth, TCL, Konka and other companies have also based on technology upgrades, focusing on international and domestic The market strives to leapfrog development.
A decade-long glorious “overseas Nuggets” breaking the bottleneck to join the WTO is China’s commitment to the world. At the beginning of China’s accession to the WTO, the scale of the home appliance market in China was less than 200 billion yuan. It has caused many experts and industry insiders to worry about whether relatively backward technology, overly extensive management, and lagging marketing will make the Chinese home appliance industry open to the outside world. Has it been hit by a large overseas company? This problem was once the focus of discussions in the industry.
However, ten years have passed and the worrying situation has not appeared. In contrast, the Chinese home appliance industry has not only grown rapidly under the support of many outstanding companies and entrepreneurs, but also held the domestic market share. The pace of "going out" was successfully achieved. At present, China's home appliance industry exports have accounted for 30% of global exports, and China has truly become a major producer of home appliances. According to statistics, in 2001, China’s household electrical appliance industry’s export output value was only around US$7 billion. By 2010, this figure had climbed to US$150 billion. In a short span of ten years, the export output value has increased more than 20 times. Great success.
It is worth mentioning that during this decade, a large number of outstanding Chinese home appliance companies have adopted the strategy of “going out” with the help of China’s WTO accession. They will enter the international market as a long-term goal for the development of enterprises and will unremittingly launch products for this purpose. Innovations in various aspects such as management, marketing, etc., have contributed to the current excellent situation in China's home appliance industry, "overseas Nuggets" breakthrough bottleneck. Taking the example of Midea Group, which successfully broke through 100 billion yuan in sales revenue in 2010, Midea officially entered the home appliance industry in 1980 and began using the US brand in 1981. It tried to “go global” to open up overseas markets, and proposed “not to The domestic counterparts competed and went out of the country to compete for the market strategy. In 1986, they began to export their products. In 1988, they became China's first batch of enterprises that obtained export rights. With more than 20 years of perseverance, Midea Group has registered 28 marketing branches overseas and its products are exported to more than 190 countries and regions. From 2005 to 2008, it achieved export of 1.76 billion U.S. dollars, 2.25 billion U.S. dollars, 3.12 billion U.S. dollars, and 3.8 billion U.S. dollars, respectively, with an average annual growth of more than 25%. In 2010, Midea’s overseas sales revenue accounted for 40% of total sales revenue.
Ten years leap forward in white electricity companies is a bright spot Ten years ago, China's household electrical appliance enterprises have access to unprecedented opportunities for development because of accession to the WTO, but they have also had to face the market from the "supply" to "supply too much" pain. Faced with opportunities and challenges at the same time, how to choose the right development strategy once plagued many Chinese home appliance companies. However, relying on a full understanding of the Chinese market and an in-depth understanding of the needs of Chinese consumers, the industry's leaders have emerged a development path with Chinese characteristics.
Among them, the development of the white power industry represented by air conditioners, refrigerators, and washing machines is the most dazzling. Nanfang Daily, a senior reporter wearing a remote memory, recalled that Fang Hongbo, the general manager of Renmei's air-conditioning business 10 years ago, was talking about when he could sell 2 million units. Five years ago, the flood fluctuates and publicizes, “This year, the air-conditioning brand has to die again. "The point of view, but now, Fang Hongbo, chairman of the United States and the United States to consider the United States, is considering how to develop overseas markets, to digest the United States and millions of Taiwan production and sales of air-conditioning; 10 years ago, 9 Yang Soymilk, boss hood, Glanz More microwave ovens are still just a dream concept, but now they have gone deep into the home to become leaders in the kitchen appliance market.
Behind these brilliant achievements is the insistence of innovation in technological innovation and product research and development by Chinese white companies. Taking Haier Refrigerator as an example, it has been adhering to its own brand innovation for many years and has integrated global R&D resources to develop products specifically targeted at different overseas market characteristics, and has continued to deepen its brand localization strategy. Its achievements have been remarkable over the past decade: in the United States. Haier’s total sales volume exceeded 40 million units, and it successfully entered the top 10 major chain channels. In Japan, Haier’s brand awareness reached 39.5%. It is known as an overseas brand that can provide quality services. Through global research and development, manufacturing, and marketing, Haier refrigerators have become the world's first brand to become the new world championship. Haier’s biggest competitor, Midea’s, earned more than 30 billion yuan in revenue in the first quarter of 2011, of which only the air-conditioning business group’s revenue exceeded 20 billion yuan, which also demonstrated the strength of Chinese home appliance companies in the white power market. .
Innovation, continuous manufacturing of many "firsts"
Ten years after China's accession to the WTO, China’s home appliance industry transitioned from “barbarian growth” to “civilized growth.” Not only has it succeeded in building a giant enterprise that has produced and sold hundreds of billions of dollars, but it has also confronted its core technologies, products and processes in the confrontation with international brands. The appearance design, business management and other aspects have been upgraded. In the ten years, our home appliance companies not only created a number of "firsts" in scale, but also achieved "firsts" in technological innovation in many product areas.
“All frost-free” three-door refrigerator In 2010, Haier officially launched a three-door refrigerator product with “no frost” concept. Through the use of air-cooling technology in all three doors of the refrigerator, the three-door refrigerator has been completely Cream, and still use the full temperature zone design, can achieve moisturizing while achieving no frost, and solve the original air-cooled refrigerator air-dried dry food problems. It is understood that this technology is also the first in the world, with this technical lead, Haier frost-free three-door refrigerator in the first quarter of 2011 has a strong momentum to sit firmly in the industry sales champion.
Solar air-conditioner On December 10, 2010, Midea announced a high-profile announcement that the world’s first Q-HAP solar air-conditioner was born. This product has set a new record for the use of solar photovoltaics for white goods in the world. It is understood that Midea's Q-HAP solar air-conditioning technology is a combination of "quasi-DC grid-connected technology," "efficient conversion technology," "adaptive MPPT technology," and "priority solar energy use technology." After identification by authoritative experts, it was agreed that Midea Solar DC Inverter Air Conditioning Project has realized a new application mode of solar photovoltaic power generation as a new power source, creating a new way for household appliances to effectively use solar energy, and the overall technology is at the leading international level.
“Intelligent” dynamic washing machine at the end of 2010, China’s first batch of washing machines that truly realized “intellectual” action—Little Swan’s four automatic washing machines were identified by the appraisal committee organized by the Economic and Information Technology Commission of Jiangsu Province for identification of new technologies and products. All the acceptance work has passed the verification, and in May of this year, it began to be marketed throughout the country. It is understood that Little Swan's automatic launch of washing machine research and development lasted a total of 3 years and 9 months, the total cost of more than 500 million project, the collective wisdom of the Little Swan more than 200 R & D engineers.
3D Smart TV In 2011, TCL launched the “Smart Evolution” series of super smart 3D TVs with an innovative concept in response to the global surging 3D boom. As the world's first 3D UI, the first dual-platform based on Windows+Android, and the first single-chip Android+ operating system, the company introduced the first super intelligence based on cloud speech recognition and speech synthesis technology and the first combination of progressive 3D technology and intelligence. TV, its six world-first technology has already opened the way for super smart TV. Unlike traditional TVs, smart 3D TVs not only visually support the extension of 3D stereoscopic effects, but also can upload or download all kinds of network applications, games, and software that you like through the App Store. Through the "cloud"-side speech recognition, gesture recognition technology, greatly enhance the human-computer interaction capabilities.
With the development of the times, the uniqueness of the microwave oven's products continues to be questioned by consumers. In view of this, Galanz, the world's largest microwave oven manufacturer, has started a new product innovation journey. Its all-round lightwave microwave oven launched in recent years is an excellent result of this technology innovation and upgrade strategy. Comparing with traditional microwave ovens, the all-round lightwave microwave oven has more functions and can be equivalent to "a microwave oven + an electric oven + an electric steamer + a rice cooker + an electric hot pot + a sterilizer" and the cost advantage is more prominent .
Ms. Kami