In recent years, China's household electrical appliance enterprises to speed up the "sea" pace, overseas construction and acquisition of two-pronged approach in the global market to enhance the brand's visibility. On this road, the Chinese household electrical appliance enterprises have experienced from the OEM to the independent brand of the transition process, the face of policies and the environment are different from the foreign market, household electrical appliance enterprises also need to further strengthen their overall strength to meet the many challenges unknown.

 

At this year's International Consumer Electronics Show, China registered more than 1,300 exhibitors, nearly one-third, once again hit a new high number of exhibitors in China, including Haier, TCL, Hisense, Skyworth, Konka, Changhong, etc. Of the Chinese household electrical appliance enterprises have brought the latest technology equipped with home appliances.

 

In recent years, China's household electrical appliance enterprises to speed up the pace of the sea, overseas construction and acquisition of two-pronged approach. In the domestic appliance market decline, weak demand in the context of Skyworth, TCL, Hisense led the Chinese household electrical appliance enterprises, from June 2016 began to enter the internationalization of the strategic pace. At the same time, China's household electrical appliance enterprises in recent years launched a number of overseas acquisitions. TCL from the first acquisition of France Thomson TV business began, the Chinese home appliance companies to buy international appliance manufacturers faster and faster, more and more large, especially Haier, the United States, Hisense this category in the field of domestic appliances in the lead Location of the enterprise.

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In 2011, the acquisition of the German TV manufacturers Sanya TV business, Hisense acquired the Sharp in Mexico's production line; in 2012, the acquisition of the world's top kitchen appliance business, In 2016, Haier to $ 5.5 billion acquisition of the world's top household electrical appliance enterprises General Electric, after the United States carried out three external acquisitions, including Toshiba white goods business, Italy central air-conditioning business Clivet 80% stake in the German robot manufacturers KUKA 81.04 % Of the shares at the end of the same year TCL and the acquisition of the United States NovatelWireless company MIFI business. The following are the same as the "

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China's household appliances is the reform and opening up since the use of OEM production model developed rapidly emerging industries, forming more than 200 billion yuan market size of mature industries, China has become the world's largest home appliance manufacturing base. Through the OEM production, China's home appliance industry has been the rapid expansion of the scale of operation, the average annual growth rate of Chinese household electrical appliances exports of 47%, nearly 10 billion yuan output value.

 

In recent years, China's home appliance brand has been basically out of the simple foundry era, independent design and development to become the industry mainstream. At the same time, in the "one way" initiative to bring the opportunity, the Chinese home appliance brand to further the overseas market as the focus of the layout and enhance their local operating capacity. Today, China in the global market has been stable home appliances power in 2014, China's household electrical appliance exports accounted for about 37% of the global export market.

 

Analysts believe that the development of China's home appliance brand for so many years, from immature to mature and then the rapid expansion of today, has summed up a lot of experience, but also have a certain overall strength. China's household electrical appliance enterprises in order to fight the world just have a "certain" comprehensive strength or far enough, want to go further, fly higher, but also need to further strengthen their overall strength, to have "very strong" Comprehensive manufacturing strength, promotion capabilities, product strength and so on to be able to shine in the world stage.

 

The industry believes that with the adjustment of economic structure, China's home appliance industry will also enter the transition period, in the 3 to 5 years or longer transition period, the appliance industry, especially the export scale or will continue to fluctuate.