TCL Chen Weidong: Where is the opportunity for white power investment in the middle and high end?
In the mid-to-late 1990s, in the black electricity market led by color TVs, the industry reshuffle caused by competition between products and brands has basically ended.
In the mid-to-late 1990s, in the black electricity market led by color TVs, the industry reshuffle caused by competition between products and brands has basically ended. Immediately, the war has gradually spread to the white electricity market, and it has become increasingly fierce in recent years. Chen Weidong, vice president of TCL Group and CEO of TCL Home Appliances Group, said that TCL ice wash should achieve the goal of entering the top three in the domestic industry in the first five to five years after entering the domestic industry within three years. This means that TCL ice wash should be laid out at a high level. With the advent of the "Internet + Smart" era, under the stimulus of energy-saving subsidies and urbanization construction, user demand is shifting from a single function to a personalized, re-experienced intelligent, high-end product, and consumption upgrading has become a major trend. In the post-brand era of the Internet, only products that focus on good products and focus on meeting consumer needs are kings. “Chen Zongru said. Looking at the whole market, Panasonic is positioning the mid- to high-end overseas companies to decline, while domestic enterprises are still at a lower level due to technical restrictions and long marching years. Overtaking in this corner TCL has many opportunities to grab cakes. According to Zhongyikang data, in the first half of 2015, the retail volume of China's refrigerator market decreased by 7.3% year-on-year, and the retail sales decreased by 2.1%. The retail volume of washing machine products only increased by 0.2%, and the retail sales rose. 5.4%. The overall market demand for ice washing is insufficient, the growth is weak, and the product structure upgrade is urgent. At the same time, the industry 4.0 era is getting closer, and TCL accelerates the “smart + Internet” and “product + service” dual + strategic transformation, and has achieved remarkable results. In the first half of 2015, TCL's main revenue and profit achieved steady growth, achieving operating income of 46.684 billion yuan, up 6.6% year-on-year; net profit of 2.089 billion yuan; net profit after deducting non-recurring gains and losses of 1.62 billion yuan , an increase of 73.68% over the same period of last year. The average price of products in the whole industry is rising, and it is facing an upgrade. The era of popularization is just like sailing against the water, not going backwards. Living in the low-end market, watching the high-end market, not dare to touch, waiting for the company to die. Information shows that in October last year, TCL appliances in Hefei ( The first phase of Hefei Industrial Park was officially opened for production. At present, the newly built Ice Wash Phase I Plant has five automatic refrigerator washing machine production lines with a daily production capacity of 18,200 units. Among them, the first phase of the refrigerator is AB double line, daily production capacity. Up to 12,200 units, the first phase of the washing machine is three lines, and the daily production capacity is about 6,000. It is reported that the industrial park plans to put all the construction into operation by the end of 2018, with a total planned investment of 7 billion yuan. After the production, the annual output value will reach 20 billion yuan, forming a washing machine. The refrigerator has an annual production capacity of 4 million units of manufacturing and R&D scale industrial parks. It is worth mentioning that TCL's online business has achieved remarkable results, and its business has doubled. The ranking has advanced to 3-4 or so, which even surpassed them online. Ranking with the traditional white goods big brands. Due to the changing consumption habits, the online platform gradually faded the inherent impression of low-priced products trading, more Starting to buy large-priced goods online, this is an excellent business opportunity for TCL. In addition to the next-level market, TCL will carry out all-round strategic cooperation with Suning at the end of the year, and the mid-to-high-end strategy is being carried out in an orderly manner. Chen Xudong believes that TCL has been in 2003. In the past year, 48% of TCL's revenue came from overseas, accounting for nearly half of the revenue-generating sources. Today, more than 60 million mobile phone sales worldwide have paved a good overseas network resource for TCL. The long-term cooperation market is developed countries like the Middle East and Europe, which is the best era for TCL high-end products.