High-end appliances, domestic brands have established strong

In the current home appliance market, high-end is already becoming a fashion. In order to form top-down brand radiation through the control of high-end home appliances, domestic and foreign manufacturers have played high-end brands.

The data released by Zhong Yee Kang recently showed that the performance of the refrigerator market in the first quarter of 2011 was poor, but the positioning of high-end, three-door, door-to-door, and multi-door refrigerators performed well. The retail volume of the three refrigerators increased by 52.0%, respectively. At 31.0%, the retail volume and value of multi-door refrigerators increased by 63.2% and 48.9%, respectively. The retail volume and value of refrigerators at the door-to-door sales increased by 28.8% and 16.4%, respectively, and the growth rate of the refrigerators was far higher than that of the overall market. During the same period, the positioning of high-end drum washing machines also performed well. The retail sales accounted for 41.8% of the entire washing machine market, and the speed of popularization accelerated.

High-end popular "Chinese style"

In the mid to high-end market, foreign brands have no longer existed. The domestic brands have taken the initiative in the high-end market.

In 2010, the annual retail sales of high-end products such as inverter air conditioners, drum washing machines, and three-door refrigerators attracted attention and became the focus of corporate profits. Different from the past in the high-end market, foreign brands have no longer exist in the world. Domestic brands have won the initiative in the high-end market of refrigerators, air conditioners and washing machines through their efforts in recent years.

According to the survey data of China Yikang in 2010, domestic appliances have performed well in the high-end market. In the three-door refrigerator market in 2010, retail sales accounted for only Siemens one foreign brand in the top six, LG, Panasonic, and Samsung were ranked only 7 to 9, Haier ranked first, and Siemens’ market share fell from three years ago. About 10%, while the United States, Meiling, Rongsheng and Xinfei 4 share increased year by year, the United States has increased sharply by nearly 10 times, becoming the biggest winner in the high-end refrigerator market.

In the variable frequency air conditioner market last year, the top four retail sales were monopolized by Gree, Midea, Haier and Hisense's Big Four, accounting for more than 80% of the total, and foreign brands such as Daikin and Mitsubishi had less than 10%.

China's high-end home appliance companies in the world's best market case should come from Haier. In the refrigerator and washing machine market, Haier won the world's number one sales crown for the third time. Haier refrigerators accounted for 5 percent of the second place with a market share of 10.8%.

In the world-famous Germany, Haier's "Kassadi" multi-door refrigerator has a market share of 75.9%, ranking first; in the "luxury capital" of France, Haier refrigerators become sales champions in high-end department stores; represented in Spain The high-end multi-door refrigerator market also tops the list; Haier washing machines are valued by high value-added products such as compound drums and are favored by European and American consumers.

Breakthrough in technology and process

Domestic home appliance companies are seeking breakthroughs in home appliance industrial design and key technology research and development, and actively engage in technical cooperation with foreign companies.

With the continuous improvement of the level of mass consumption, global consumers have made higher and more diverse demands on home appliances. In particular, young consumers occupying the mainstream have begun to pay more attention to high-end home appliances such as refrigerators and drum washing machines. Environmental performance and design.

Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in the “12th Five-Year Plan” period, the brand should be transformed from a domestic brand to an international one, and products should be made from low-end to high-end, from high energy consumption to low-carbon, green, and energy-saving. The direction of environmental protection has been changed, core technology innovation has been strengthened, technological breakthroughs have been achieved, and manufacturing has evolved from manual assembly to advanced models in the past. This is the basis for realizing a strong home appliance industry.

Domestic home appliance companies are seeking breakthroughs in home appliance industrial design and key technology R&D. Li Hongqi, a professor at Beijing University of Technology, told the China Electronics News reporter: “The threshold of industrial design is low and the technology is improving quickly. There is not much difference at home and abroad. Industrial design does not involve long-term technology accumulation, and there is a domestic and international aesthetic view. The difference is that Chinese home appliance companies have considerable initiative."

Refrigerator companies this year launched a series of products such as door-to-door, multi-door refrigerators, etc. The future development of high-end refrigerators points to the five major trends of large-capacity, multi-door, drawer-type, frequency-free, frost-free, and energy-saving. A market leader of Haier answered the “China Electronics News” reporter’s interview and said: “From the perspective of global development, the mass production of refrigerators at home and abroad has begun. The overall consumption of high-end refrigerators has entered a speeding phase. Now there are three doors, many doors, and The sales volume of refrigerators at the door has continued to increase."

However, as far as industrial design is concerned, we still have a certain gap compared with foreign countries. Li Hongqi said: "In terms of design, China's home appliance companies do not necessarily lag behind foreign countries. The gap is mainly reflected in the internal structure design, such as maintainability design."

In this year's sales season, Midea's air-conditioning main push "Supermicro" comfortable inverter air conditioner, highlighting the technical advantages. Its world's first "ultra-micro" low-frequency constant temperature technology and precision control technology, can achieve 10Hz ultra-low frequency operation, high-sensitivity sensing and control system, can achieve ± 0.2 °C constant temperature control. Wang Jinliang, vice president of the China Refrigeration Appliances Group’s China Marketing Headquarters, told the China Electronics News reporter: “The air conditioning for the first time in the United States has proposed three-dimensional inverter air conditioner comfort standards based on temperature, humidity, and mute for the entire industry. Air conditioning provides a clear and rational measure."

Although core technologies such as air-conditioning inverters are mostly in the hands of Japanese companies, key technologies involved in mid-to-high-end products such as door-opening in the refrigerator sector are also held by Korean companies, but domestic appliance companies are actively seeking technical cooperation with foreign companies. Gradually grasp the initiative of the upper reaches of the industry. Peng Yi, research director of Zhongkang Market, told reporters of China Electronics News: “High-end can be divided into independent high-end and imitation high-end, and Chinese household electrical appliance companies are often the latter. We are creating a transformation from Chinese manufacturing to China. It is in the process of getting rid of manufacturing and accumulating the accumulation of creation and precipitation."

The core technology is still short

The lack of core technologies has led to fierce competition in the home appliance industry and price wars have frequently broken out in the field of white electricity, making enterprises "profit thin as a blade."

The price war that was once commonplace in the field of black-box power has started to break out frequently in the field of white electricity. "White also has vicious price competition. The price war will continue to be the main competition method for Chinese home appliance companies for a long period of time in the future." Li Hongqi analyzed, "The reason is that product homogeneity is serious and the second is the core. The lack of technology, and third, the lack of collaborative development in domestic companies."

The fierce competition in the home appliance industry has resulted in “profit as thin as a blade”. In the “May Day” Golden Week that just passed, drum washing machines once again staged a price war. Ovid Consulting data shows that the average retail price of drum washing machines fell from 3,749 yuan in the same period in 2010 to 3,523 yuan, a drop of 6%. Although Bosch, Siemens, and other foreign-funded companies are leading the price cuts, domestic brands have also had to follow suit.

A year ago, the United States launched a 1499 yuan ultra-low-cost roller products, blowing a "roller popularity storm", detonated the drum washing machine market first wave of price cuts, although the activity did not last for a long time due to cost and other reasons, but the consistent The white goods market that is considered "high returns" brings unprecedented shocks.

Such a low-price strategy is not limited to washing machines. In the refrigerator market, compared with last year, the price of three-door refrigerators and door-to-door refrigerators has a declining trend.

As a means of competition among enterprises, the price war will also spread to the high-end market. “In general, high-end is not high-grade. The decline in market prices is conducive to allowing consumers to enjoy high-end products. This is what we hope to see.” Peng Peng told the “China Electronics News” reporter, “especially Domestically, unlike high-income and high-consumption consumption in developed countries, the price of household appliances should be in line with the general public's consumption level, and the purchase capacity of consumers should be sufficient to obtain sufficient market space."