On March 8, the China Home Appliances and Consumer Electronics Expo (AWE) was held in Shanghai. Midea Group released the "New Generation of Human-Machine" strategy during the exhibition, depicting the scene of the full integration of humans and machines; Haier released a full-scale customized packaged solution around smart homes.
The "Daily Economic News" reporter noted that with the in-depth transformation of the white power giants, companies focus on different directions, and the differences between enterprises are also increasing.
"We are a technology group company." Midea Group insiders stressed to reporters more than once.
In January last year, Midea Group formally completed the acquisition of KUKA. Based on this, Midea Group's business sector has made great strides in the field of robots.
This "human-machine new generation" strategy seems to have let the outside world see some answers: horizontal integration with existing businesses, and vertical vigorously expanding the scale and application of robots. In the horizontal direction, Midea, together with KUKA, has laid out R & D and innovation of big data and artificial intelligence. Through "intelligence", it has opened up all links of manufacturing and products. Vertically, KUKA has increased its investment scale and has new factories in Shanghai and Kunshan. At the same time, KUKA expanded its application field.
KUKA Group Chief Marketing Officer Wilfried Eberhardt said at the press conference that, first, China is the fastest growing market in robotics and automation; second, China is also the largest robotics market. Therefore, although there are factories in Shanghai and Kunshan, it said "we will increase in the future."
"The products exhibited today feel that beauty is no longer a simple home appliance company." Some visitors commented.
Midea has put more effort into robotics, while Haier has taken a step closer to smart homes. Haier ’s smart home consists of “4 + 7 + Nâ€. 4 mainly includes 4 physical spaces, namely smart living room, smart kitchen, smart bathroom, and smart bedroom; 7 is a solution of seven elements such as air and water; It is the user who customizes freely according to his habit.
"Daily Economic News" reporters noticed that Haier's many brands, many products and other factors have brought convenience to its smart home strategy. In addition, Haier has a complete product line and many categories. The aggregation of these products makes it easier to achieve interconnection and interoperability, and it is also easier to be intelligent.
Industry observer Hong Shibin said that if Gree successfully acquired Zhuhai Yinlong, then Gree will increasingly expand into the new energy field. Maybe in a few years, these home appliance giants belong to different industries.
Enterprise transformation is imperativeThe reporter of "Daily Economic News" noticed that the increasing difference between the white power giants is due to their respective transformations. Behind this is the ceiling problem faced by China's home appliance industry after decades of rapid development.
Taking Gree, whose product is more singular, as an example, the company's total operating income in 2014 reached the 140 billion yuan mark, but it shrank to 100.6 billion yuan in 2015 and rebounded in 2016, but only 110.1 billion yuan. From the perspective of industry comparison, around 2010, home appliance companies and real estate companies have successively entered the "100 billion club". However, in 2017, three real estate companies have entered the scale of 500 billion yuan, and the household appliance leader is 200 billion yuan. By 2018, it took only two months for the three major real estate companies to achieve sales of more than 100 billion yuan. Therefore, Gree, which has abundant book funds and good cash flow, intends to enter the booming new energy field by acquiring Zhuhai Yinlong in 2016 to break through the ceiling restrictions.
The reporter combed and found that the transformation path of home appliance companies is roughly divided into three aspects: First, product upgrades, for example, at this AWE exhibition, Midea showed a smart air conditioner that can simulate forest air, Oaks released an air conditioner that can be disassembled and washed in 15 seconds The second is market expansion. Midea proposed a global business strategy in 2012. It must include the global market in its sales. Haier's acquisition of some home appliance brands in the United States and Japan also hopes to enter more regions of the world in this way; The third is to expand the sector and enter new fields. Such as Midea ’s acquisition of the robot business.
Jiang Feng, chairman of the China Household Electrical Appliances Association, is more optimistic about the future of China's home appliance companies. She said in an article in the AWE Journal that "intelligence is the future direction of the home appliance industry. The company has carried out many beneficial explorations, harvested many achievements, and is at the forefront of home appliance intelligence. "
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