According to a recent survey of residents' lives in 22 cities, including Shanghai and Beijing, conducted by Mailand Information Company and 2 1 National Survey Agency, in 2006, a considerable number of households in 5438+0 still had the intention to buy household appliances, and the expenditure on intentional purchases reached about 44 billion yuan, an increase of 37.3% over 2000. According to the company's survey, the total expenditure of household appliances in 22 big cities such as Shanghai and Beijing reached 32 billion yuan last year. According to the average number of actual buyers, each household spends about 4800 yuan. The survey results show that with the continuous improvement of people's living standards, a new round of upgrading of household appliances will be accelerated, and the market sales of household appliances still have broad prospects.
Simple reorganization is not everything, and structural adjustment is imperative.
China's home appliance industry is facing great adjustment. Endless price war, e-commerce, diversified development, black and white blending, network home appliances, alliances, home appliance industry news constantly. There are various indications that the domestic home appliance industry has begun a new round of industrial restructuring. Facing the smoke-filled price war, looking for the breakthrough of new technology and new products, the development and prospect of China's home appliance industry has become an important practical issue that arouses people's deep thinking.
According to the previous model, it is nothing more than closing small enterprises that are not competitive and at a disadvantage, and cross-regional mergers and acquisitions are carried out by large enterprises with strong strength to reorganize rivers and mountains. However, different from the past, today's home appliance industry is facing multiple problems: with the approach of WTO entry, China enterprises must accumulate sufficient strength in management, quality, technology and scientific and technological content to meet the challenges of the international market; In China, the urban home appliance market is saturated, and the rural market development is difficult to reach the designated position. How to act in the gap between time difference and space difference is far from being released by simple reorganization.
Home appliance manufacturers will increase the development of technology and new products.
Judging from the importance enterprises attach to scientific research at present, it is estimated that there will be a breakthrough in core technology in China next year, and Konka may launch more advanced color TV chips, while breakthroughs may occur in the fields of fluorine-free compressors for refrigeration appliances and decoding chips for DVD players. According to reports, Guangdong Coal Group accelerated the pace of technological innovation after listing. Last year, more than 60 new products were invested in air conditioners alone, so the new products, accounting for 60% of the total sales, quickly became the guarantee for the company's profit and income growth, and became one of the few enterprises in China's household appliances industry to maintain rapid growth in performance in recent years.
Cross-industry investment and cooperation will accelerate.
The proportion of products from other industries in home appliance listed companies will increase. In recent years, due to the fierce competition in the home appliance industry, many enterprises have implemented diversified industrial development strategies. Therefore, the internal product structure of many home appliance enterprises will undergo great changes this year. For example, Konka's ultimate goal is that home appliances account for 30%, mobile communication products account for 30%, and the rest are network products. Other listed companies such as Xoceco, Hisense, Changhong, Yuemei and Wan Jiale will increase their investment in industries other than household appliances next year.
Chunlan Group, which started diversified development in motorcycle and automobile industries a few years ago, recently added experts and scholars in the fields of economic research and natural science to the board of directors as external directors at a ratio of more than 65,438+0/4, and the company's recent investment projects began to move towards high-tech fields.
Changhong Group has also made great progress in the adjustment of product structure and industrial structure. The product structure began to March into the information industry, and has established technical alliances with internationally renowned enterprises such as Toshiba, Panasonic and Philips. The information industrial park established by Hisense Group also marks that they will transform and upgrade from the traditional home appliance manufacturing industry to an information service-oriented enterprise.
From the change of the company's top management personnel to the transfer of the company's investment, from strategic alliance to international expansion, from the adjustment of product structure to the transformation and upgrading of developing new economic growth points, what people see is the profound changes that are taking place in China's home appliance enterprises, and a reconstructed new industrial pattern has begun to take shape.
This year, the competition in the domestic appliance industry will be more intense. As foreign-funded enterprises, township enterprises and private enterprises continue to join the field of home appliance manufacturing, the home appliance industry will continue to undergo more intense industrial restructuring and adjustment.
The traditional marketing model of home appliance industry is challenged.
A recent survey by authoritative research institutions shows that the traditional marketing model of China home appliance industry, which is driven by advertising, is being severely challenged.
The latest statistics show that domestic brands are still the main force of advertising investment. In the ranking of advertising expenses from June to July 2000 provided by Beijing Jinglue Zhicheng Information Consulting Co., Ltd., Xinfei ranked first with advertising expenses of 39,629,700 yuan, followed by Haier with 38,065,438 yuan+0,790 yuan, Rong Sheng with 26,838,700 yuan and Meiling with 24,896,300 yuan, which shows that domestic refrigerator giants attach great importance to advertising. But foreign brands are obviously not as generous as domestic brands in advertising investment. In this ranking, Electrolux ranks fifth and Siemens ranks eighth.
However, it is worth noting that the huge advertising investment of domestic brands has not brought corresponding sales returns. According to a survey of 35 cities 106 shopping malls in China by Sino Market Research Company, as of August 2000, the market share of foreign brands represented by Electrolux, Samsung and Siemens has reached 28. 1%. Among them, Electrolux, which has only entered the China market for three years, has a retail volume and share as high as 12.9%, ranking second among all 20 brands and becoming the most powerful competitor of domestic brands. Among domestic brands, Haier, Rong Sheng and Xinfei are still in the top three in the national comprehensive market share, but in the urban market, except Haier, others are not ideal.
Although foreign brands keep a low profile in advertising investment, they constantly optimize the combination of brands, technologies and services that affect their long-term purchasing power. Take Electrolux as an example, as the world's largest home appliance manufacturer, after entering the China market, it constantly promoted its own brand according to China's national conditions. Its pragmatic and affectionate marketing strategy is extremely suitable for the psychological needs of modern young people's brand consumption. At the same time, relying on abundant capital and technical strength, foreign brands are accelerating in launching new products. Electrolux, president of China District, once said: In Europe, the home appliance market has become increasingly mature, and home appliances rarely advertise. Electrolux has spent a lot of money on technology research and development, which is more affordable for consumers. There is no direct and inevitable connection between advertising investment and sales promotion. This set of contrasting data not only shows that China consumers are becoming more and more mature, but also brings serious problems to domestic brands.