Examining the major events in the Chinese home appliance industry in 2013, besides the end of the energy-saving and people-friendly policy, the most influential one is the invasion of Internet thinking. Internet thinking leads to the intelligentization of home appliance products, and the sales channels are moving towards the e-commerce platform. The industry-wide transformation around the Internet has quickly spread.

Internet thinking first swept the color TV industry, and the black power giants were hit hard. The pain of the transition was unavoidable, but the industry's future development model and space were suddenly stretched to infinity. The giants of the white power industry have undoubtedly assumed the role of the mainstay of the industry in 2013. They have been counting all year round. Their bright annual reports and quarterly reports, coupled with the help of the small household appliance giants, the "Profit Protection Campaign," have made household appliances an increasingly vast area. The industry presented some "magnificent colors" in 2013.

【Black Power】

Extreme Internet

Since the first half of the year, LeTV and Xiaomi Television, the “black spoilers” of black TV, have held high the concept of the Internet and launched TVs that are much lower than the average price of the market. Although the sales volume is only tens of thousands, the sales volume of traditional color TV sets is nearly 10,000 units. The scale cannot be the same at all. However, in the concerted efforts of the Internet tide in all walks of life in China, it has stirred a wave of waves.

The marketing mode adopted by LeTV is very different from that of traditional manufacturers. The CP2C mode adopted by them is to collect users and users' ideas and suggestions on products and to “customize” them. This model disrupts the original marketing model and product cost performance of TV categories, making content more and more the object of attention - they do not make money for the machine itself, they want to earn money on content, service, and even Implanted advertising money.

Starting in September, traditional color TV operators began to counterattack: Alibaba and Skyworth launched Cool TV in September this year, iQIYI and TCL also jointly launched Internet TV. The latest news is that Changhong may join Xiaomi. Color TV manufacturers and Internet companies have embraced each other from the fierce confrontation of the beginning to the present, from simple function machines to current smart machines, from “adversary” to “comrades in arms” and from “single” to “couple” to make China’s color TV sets. Become more and more diversified.

From the perspective of industrial upgrading, 4K technology can not fail to mention. Since the beginning of this year, Chinese and foreign traditional color TV companies have reverted their main product direction to television's "picture quality", which has triggered the "butterfly effect" of the 4K television industry. In September, China's color TV industry has undergone a revolution. South Korea's LG and Samsung have successively released OLED TVs in the domestic market and officially opened the first year of the OLED TV era.

【White electricity】

The mainstay of the industry

The home appliance industry has entered almost 100 billion yuan in the white electricity industry. However, they obviously want to challenge the higher waves. They have separately formulated a more specific and clear “two hundred billion” plan. It can be said that Chinese companies are already Leading the global white wave, but integration continues, pointing to different. This year, Midea achieved the overall listing of the group by absorbing mergers and swaps. For the United States, "the only thing that remains unchanged is change." Looking at the development of the United States for more than a decade, it is a history of "integration, separation," "disintegration, and integration." Accurately grasping market fluctuations has made the growth of the United States an industry giant. Gree's "unchanged" achievement has made it the first single-product product in the industry to sell over 100 billion yuan worth of business. In-depth its corporate culture, you will find its social responsibility, and the dedication to pursue the ultimate product.

Hisense Kelon Group is one of the few companies in the home appliance industry that has achieved “black and white excellence”. In the second quarter of this year, ST Kelon succeeded in “swapping hats” successfully. It changed the sad situation of several years since the acquisition. The sales revenue in the first three quarters of 2013 exceeded the total amount of the previous year. At the same time, Hisense Kelon also realized profits. Soaring. Zhigao is the first company in the industry to create "cloud air-conditioning", perhaps "turning the boat lighter", but this rapid switch of Internet-based thinking will also leave a seat for Chigo in the increasingly fierce white-electricity industry. The white electricity industry also has a new feature this year, which is that the gross profit rate of products is very high, the industry average is above 20%, and some are close to 30%. The reason is mainly because the raw materials such as steel and copper have been pushed down since the beginning of this year. White industry profit margins.

This year's event in the white power industry also included Whirlpool’s acquisition of Hefei Sanyo – the former is undoubtedly a vast Chinese mainland market. In the white power industry, there are still a large number of production capacities in the world that will be transferred to China. However, Whirlpool’s practice of borrowing ships to the sea is risky under the background of the domestic giants. In short, the new competition has already begun and integration continues.