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            The three giants of the white goods three quarterly competition IoT, smart home become the highlight of the layout
            Source: Hyman Technology Release time: 2019-11-04 Clicks:
            Midea Group, Gree Electric Appliances, and Haier Zhijia, which have been hailed as "the market vane of China's white goods (hereafter referred to as white goods) market", have recently disclosed their third quarter results this year. What attracts people's attention is that in the face of the sluggish home appliance market environment, they are all accelerating the expansion of new businesses and pursuing diversified development, and the Internet of Things and smart home are the top priorities of the layout.


            Midea's performance is the most robust


            The three quarterly reports show that in terms of revenue, Midea Group takes the lead, and the company achieved revenues of 220.918 billion yuan in the first three quarters. Gree Electric and Haier Zhijia achieved revenues of 155.039 billion yuan and 148.9 billion yuan in the first three quarters, respectively.


            In terms of net profit, Gree Electric slightly outperformed. The company achieved net profit of RMB 22.117 billion in the first three quarters and deducted non-net profit of RMB 21.565 billion. Midea Group's net profit attributable to shareholders of the listed company was 21.316 billion yuan, and Haier Zhijia realized a net profit of 7.77 billion yuan attributable to its mother.


            From the perspective of the increase in revenue and net profit, Gree's growth was slightly weak. In the first three quarters, revenue and net profit attributable to mothers increased by 4.26% and 4.73% year-on-year, respectively, which were less than 5%. At the shareholders' meeting at the beginning of this year, Dong Mingzhu, chairman of Gree Electric, had assured shareholders that Gree Electric was confident of achieving 10% annual growth. In the first three quarters of this year, Gree's revenue was 40.548 billion yuan, 56.749 billion yuan and 57.742 billion yuan, with year-on-year growth rates of only 2.49%, 10.38%, and 0.03%.


            Haier Zhijia faced challenges in the air-conditioning business, and its market share of air-conditioning business increased to the bottom of the company's main business. According to market data agency Yikang Statistics, in the offline market, from January to September this year, Haier's refrigerators, washing machines, air conditioners, water heaters, and kitchen appliances' market share of retail sales increased by 1.4%, 2.7%, 0.7%, 1.9%, 0.8%; in the online market, Haier's market share of refrigerators, washing machines, air conditioners, water heaters, and kitchen appliances increased by 1.9%, 1.3%, 0.1%, 1.5%, and 1.1%, respectively.


            Facing the weak market environment, Haier Zhijia began to explore mid- to high-end brands. Among them, high-end brand Casa Di accelerated growth. From January to September, the revenue of Casa Di brand increased by 25% year-on-year, of which 42% from July to September. The market share of Casa Di refrigerators and washing machines above 10,000 yuan reached 40.6% and 76.8%, respectively.


            Midea Group's performance is more robust. In terms of business, in the third quarter, the sales of commercial air conditioners and domestic air conditioners in the United States increased by about 10% and 4% year-on-year respectively. Promotion efforts under low inventory gradually slowed down, and the growth rate of domestic sales of air-conditioning dropped slightly. In terms of small appliances, domestic sales performed better than export sales, but the export sales improved significantly and the growth rate turned positive. The lagging KUKA business expenditure reduction policy came into effect. In addition, Midea Group's operating cash flow in the third quarter was 29.8 billion yuan, a year-on-year increase of 52.1%; as of September 30, the company's own funds reached 93.9 billion yuan, a year-on-year increase of 19.9%.


            It is worth mentioning that the third quarterly report shows that the major shareholders of Midea Group have changed, and High Capital Capital Management Co., Ltd.-HCM China Fund is no longer among the top ten shareholders of the company. Earlier, Gree Electric issued an announcement confirming that Zhuhai Mingjun Investment Partnership (Limited Partnership), a subsidiary of Gaofeng Capital, was the ultimate transferee of 15% of Gree Electric. After becoming the new major shareholder of Gree Electric, some analysts believe that Gaofeng Capital needs funds to transfer 15% of Gree Electric's shares. On the other hand, it is also to avoid suspicion, so it chose to reduce its stake in Midea Group.


            Home appliance market continues to slump


            According to the “China's Home Appliance Industry Third-Quarter Report 2019” (hereinafter referred to as the report) jointly issued by the China Household Electrical Appliances Research Institute and the National Appliance Industry Information Center, the market environment of the home appliance industry remained sluggish in the third quarter of this year. The report shows that in the third quarter of this year, China's home appliance market sales were 174.5 billion yuan, a year-on-year decrease of 4.2%. Among the many home appliance categories, only household appliances achieved a 1.1% increase, and color TVs, air conditioners, refrigerators, washing machines, and kitchen appliances all experienced different declines.


            In terms of channel performance, the scale of the online appliance market continued to grow in the third quarter, but the growth rate narrowed, and the offline market was still in a state of decline. Cumulative retail sales in the online market in the third quarter increased by 1.3% year-on-year, a decrease from 4.2% in the first half; offline markets continued to be under pressure, and cumulative retail sales in the third quarter fell by 7.0% year-on-year.


            Wang Xuhua, deputy director of the Comprehensive Business Department of the China Light Industry Federation, said that the rapid growth in the past decade has pushed the size of the home appliance market to 810.4 billion yuan last year. However, such a large market base and nearly saturated residents also determine that it will be very difficult for the appliance market to make a breakthrough in the future. However, China's market has a large depth and strong undertaking force, so consumption upgrades are being carried out simultaneously in markets at all levels. Enterprises need to focus on continuous exploration of product structure upgrade and consumer experience.


            Shi Wenpeng, deputy director of the National Appliance Industry Information Center, said that in the third quarter, the situation of China's home appliance market has not improved. The current economic environment has changed, the economic structure has entered a period of deep adjustment, and the development of the home appliance industry is facing multiple factors. There are both positive factors, such as the increasing income of residents, the introduction of a series of "stable expectations" policies, and negative factors, such as the end of high-speed development of the real estate market and the entry into a stable period, and excessively rapid growth in prices of food and other appliances Consumption has formed a certain degree of squeeze. Overall, the development environment of the home appliance industry in the third quarter was more severe than in the first half.


            The Internet of Things and smart home are the direction of development


            In the face of the sluggish market environment, white goods giants are trying to "divide the game" through diversification. From the three quarterly reports, the three companies are constantly expanding new businesses, and the Internet of Things and smart homes are their favorite directions.


            On September 6, this year, Haier Zhijia No. 001 Experience Center opened in Shanghai, landing on the "5 + 7 + N" live experience scene, providing whole-house voice interaction, fresh air throughout the house, smart kitchen and healthy food for the whole family, and the whole house as a whole. Experience with water, washing, security and other solutions. Haier Zhijia disclosed in the financial report that the cumulative monthly sales of the experience center reached 20 million yuan, and the average single user price of the smart home appliance integration solution reached 400,000 yuan, of which the average single user price of the smart home appliance scenario solution was 250,000 yuan, The highest customer unit price is 700,000 yuan.


            At the same time, Haier Zhijia actively promotes the construction of ecosystems such as the clothing network, food network, and air network, covering more than 1,200 cooperation partners in the clothing, home textiles, dyeing, and food industries. In the third quarter of this year, the company's food Internet, clothing Internet, and air network ecological revenues increased by 40%, 46%, and 79%, respectively, to 730 million yuan, 1.62 billion yuan, and 940 million yuan; the smart household ecological revenue increased by 55 %, Reaching 3.37 billion yuan.


            At the same time, Haier Zhijia continued to increase research and development investment in AI (artificial intelligence) and IoT (Internet of Things). The financial report shows that the company's voice interaction portal covers more than 60 types of network devices and more than 3,000 models. In the first nine months of this year, the number of network device bindings and the activation rate of white goods smart products increased by 137% and 92% respectively; the number of active users increased by 195% year-on-year.


            The Midea Group, which is also multi-faceted in "diversification", regards smart home as the focus of its layout. Recently, the company released a number of smart home innovations, covering smart connectivity, smart security, smart chips, smart scenarios, artificial intelligence and 5G applications, and launched a IoT developer platform. Data show that as of the first half of this year, Midea Group has sold more than 60 million smart home appliances worldwide, and more than 36 million users are using its smart products and services.


            In order to further motivate employees, on October 30 this year, Midea Group announced that it will test a diversified employee stock ownership plan in its subsidiaries. Such subsidiaries must comply with the company's "smart home + smart manufacturing" "dual wisdom" The strategy or belongs to a relatively independent industrial platform that the company intends to focus on, including but not limited to artificial intelligence, chips, sensors, precision control and drive, industrial simulation systems, big data, cloud computing and other emerging technology fields.


            And Gree Electric Appliances continues to make progress on the road of diversification. While Gree Electric disclosed the third quarterly report, it also disclosed an announcement of the "Amendment of the Articles of Association", which proposed new R & D, manufacturing, and sales of new energy power generation products, energy storage systems, and charging piles in the business scope.


            It is worth mentioning that recently Gree Electric Appliances' mixed reforms have been finalized, and 15% equity has been spent on Gaofeng Capital. In this regard, Huatai Securities believes that with the company's current industrial chain advantages and the strength of domestic leading brands, the probability of mixed reform will accelerate its development to the global air-conditioning industry leader and increase future growth space.


            (Article source: China Business Daily)
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