The emergence of "Twin Stars" in the home appliance sector allows the world to witness Chinese brands

In the past 30 years, this private capital has been fully involved, the competition pattern is clear, and the market is vast. The most typical story of the capital market has occurred.

In this transition, some leading private household appliances have disappeared, and some lawsuits have not yet ended.

On the evening of July 19, "Fortune" released the world's top 500 rankings, and once swept the circle of friends.

Among the 120 shortlisted Chinese companies, "Gemini" emerged in the home appliance sector. Perhaps this is also the best footnote in the history of China's home appliance development.

Midea Group, which has the largest jump in rankings, jumped from 450 to 323 last year with revenue of 35.794 billion U.S. dollars, surpassing 127 companies. Qingdao Haier, a subsidiary of Haier Group, also ranked among the top 500 for the first time with revenue of 23.563 billion U.S. dollars. Strong, ranked 499th.

It is quite interesting that Midea Group and Qingdao Haier, who are in the circle of friends of the reporter, reposted the news by chance.

From the perspective of the electronics and electrical equipment industries covering home appliances, 15 companies are listed in the world's top 500 this year, one third of which are from China. The highest ranking in the list is Samsung Electronics, which ranks 12th this year, Hitachi ranks 79th, Sony ranks 97th, and companies such as Panasonic, LG Electronics and Toshiba are ranked behind 100.

The emergence of "Twin Stars" in the home appliance sector allows the world to witness Chinese brands

Chinese brand "international tension"

In addition to both being selected for the Fortune Global 500, these two well-known domestic appliance companies, at the group level, the total revenue of Midea Group and Haier Group in 2017 coincidentally fixed the fantastic figure of "241.9 billion yuan".

As early as 2016, Midea Group became the first Chinese home appliance company to be among the Fortune Global 500, and this year is the third year that it has been shortlisted.

With revenue from 24.06 billion U.S. dollars in 2016 to 35.794 billion U.S. dollars in 2017, a 48.7% increase in exchange for Midea Group's surpassing of 127 on the list.

Haier Group, which was selected as one of the top 500 by virtue of its subsidiary Qingdao Haier, appears to be particularly low-key.

On the afternoon of July 20, a Haier Group person told reporters of 21st Century Business Herald that he was concerned about this news, but he tactfully declined the interview.

However, from the data alone, the two companies have also started overseas expansion in recent years.

From its 2017 annual report, it can be seen that Midea Group’s consumer appliances (mainly in ice washing products, household appliances, and kitchen appliances) achieved revenue of 98.748 billion yuan, contributing 41% of the revenue. HVAC (including home appliances) The two major sectors of air and commercial space) achieved operating income of 95.352 billion yuan, accounting for nearly 40%. The revenue of robots and automation systems (including KUKA robots and Ande logistics) reached 27 billion yuan, accounting for 11.23%.

Following the acquisition of an 80.1% stake in Toshiba White Power for US$473 million in 2016, and obtaining its 40-year global brand license and over 5,000 patented technologies, Midea Group entered the KUKA Group in 2017, extending its territory to consumer appliances and HVAC Air conditioning, robotics and automation systems, and smart supply chains are multiple fronts.

The above-mentioned overseas mergers and acquisitions have achieved remarkable results.

In 2017, KUKA achieved revenue of 26.7 billion yuan, and Toshiba's household appliance revenue exceeded 15 billion yuan. Together, the two contributed more than 32 billion yuan in revenue to Midea Group.

From the perspective of Qingdao Haier alone, its operating income in 2017 was 159.254 billion yuan, a year-on-year increase of 33.68%; the net profit attributable to the parent was 6.926 billion yuan, a year-on-year increase of 37.37%.

There is no doubt that overseas mergers and acquisitions have also played a key role in its performance growth.

As early as October 2011, Qingdao Haier announced the acquisition of Sanyo Electric’s white goods business in Japan and parts of Southeast Asia, which was later renamed "AQUA". In 2015, it was awarded the management right of New Zealand FPA (Fisher & Paykel) under Haier Group. In 2009, Qingdao Haier acquired GEA (General Electric Appliances Sector) for US$5.61 billion, contributing 25.834 billion yuan in revenue that year.

In the 2017 annual report, Qingdao Haier also mentioned that “Through the global strategic synergy of Haier, GE Appliances in the United States, FPA in New Zealand, AQUA in Japan, Casarte, and Commander, Haier has built the world’s largest home appliance industry. Cluster."

On July 20, a Midea Group person said in an interview with our reporter, “Starting from traditional manufacturing, Midea has undergone two transformations. From the break of the strong man in 2011 to the technological transformation in 2017, Midea is providing A new development path. The changes in the shortlist also witnessed the initial recognition of the transformation of beauty in the international market."

Hundred Billion Club Sketch

On the 20th, Hong Shibin, an observer of the home appliance industry, analyzed and pointed out that “Midea and Haier selected this time are well-known in the field of consumer goods. This time Midea was shortlisted in the name of the group, and the main body of Haier’s selection this time is only under the Haier Group. The subsidiary Qingdao Haier."

According to public information, Haier Group has multiple sector assets such as Qingdao Haier, Haier Electric (01169.HK), and Haier Financial Holdings.

However, the relationship between the performance of the two companies and their performance in the capital market does not seem so clear.

Although the total market value of Midea Group has reached 308.4 billion yuan, its stock price has increased from 43 yuan to a high of 60 yuan in the past year, but its stock price has fallen back to around 46 yuan in the past month.

At the same time, Qingdao Haier's total market value is only 111 billion yuan, which is not as good as Midea Group, but its stock price has increased from 14 yuan to 22 yuan in the past year, and it is currently hovering around 18 yuan.

Among the 64 listed companies in the A-share home appliance industry, in addition to Midea Group and Qingdao Haier, Gree Electric (000651.SZ) joined the "Revenue 100 Billion Club" as early as 2016, and achieved revenue of 108.302 billion yuan and 1482.86 in 2016-2017. 100 million yuan.

In fact, behind the successful entry of the home appliance "Gemini" into the world's top 500 list, the transformation and development of the domestic appliance market has more clues worth paying attention to.

For example, in stark contrast to the "Rainbow" of A-share white goods, the performance of black goods is mediocre.

In 2017, Sichuan Changhong (600839.SH) achieved revenue of 77.632 billion yuan, a year-on-year increase of 15.57%. However, its parent net profit was 356 million yuan, a year-on-year decrease of 35.76%.

Affected by the sluggish global TV market and sharp increase in panel prices, Hisense Electric (600060.SH) net profit fell by 46.45% in 2017, only 942 million yuan.

In terms of market performance, Sichuan Changhong, Hisense Electric, and Skyworth (000810.SZ) have generally fallen in the past year.

"The black power industry has always been a'concept leader.' Within 1-2 years, a concept was changed, such as rear projection, LCD, and plasma, but it did not really solve the user's pain points." Hong Shibin once told the 21st Century Business Herald reporter.

Choice of crossroads

On the afternoon of July 20, Liang Zhenpeng, a senior analyst in the home appliance industry, also pointed out that “Midea Group pays more attention to the integration of upstream and downstream industrial chains, such as industrial robots and air-conditioning compressors, while Haier Group is engaged in Internet transformation fields such as smart homes and smart homes. It must be more prominent."

Unlike Midea’s focus on the industrial Internet, Haier’s efforts in smart homes are different. There are some domestic appliance leaders, or because of the choice of crossroads, they missed the best opportunity for traditional manufacturing to break the situation.

In the process, the embarrassing story has already happened.

A typical case is the dispute between Sharp and Hisense about brand use rights in the North American market.

This incident can be traced back to 2015. In 2015, due to poor sales in the North American market, Sharp decided to withdraw from the TV business in the North American market, and authorized Hisense to use the five-year North American right to use the trademarks of Sharp and "Aquos". However, after Foxconn bought Sharp in the summer of 2016, it changed its strategy and hoped to get the brand back. It had started negotiations with Hisense, but ultimately failed.

In June 2017, Sharp sued Hisense in the California court of the United States for selling low-quality products to damage Sharp’s reputation, demanding that Hisense stop using the brand and compensate at least US$100 million.

However, in February 2018, Nikkei Chinese.com reported that Sharp had withdrawn its lawsuit against Hisense's North American trademark use rights.

Hisense Kelon's 2017 annual report showed that its operating income was 33.5 billion yuan, an increase of 25.28% year-on-year; the net profit attributable to shareholders of listed companies was 2.0 billion yuan, an increase of 83.64% year-on-year, but it recently hit a record low in its stock price in a year.

Meiling Electric (000521.SZ), another listed company, also did not escape the fate of being forced to find a buyer. In January 2006, Zhao Yong, chairman of Sichuan Changhong, entered the board of directors of Meiling Electric. Changhong became the major shareholder of Meiling and promised to help integrate its business.

On July 3, 2018, Meiling Electric announced that it would formally change the full name of the company from "Hefei Meiling Co., Ltd." to "Changhong Meiling Co., Ltd.", or that it showed its determination to break the game.

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