Black power down, white power up Liu Jia Gree, enough to make China's mainstream TV companies "sweat" endless.
As the annual reports of home appliance companies in Shanghai and Shenzhen have more than half disclosed, the profitability of Chinese mainstream TV companies is roughly as follows: TCL net profit is RMB 433 million, Changhong is RMB 671 million, Konka is RMB 82 million, and Skyworth is RMB 348 million. (From April 1, 2010 to September 30 data), Hisense 835 million yuan; Gree Electric Appliances is 4.276 billion yuan.
The contrasting data more or less reflect the current disparities in the development of black and white electricity in the home appliance industry. From the disclosed data, the white electricity market represented by air-conditioning and ice-washing soared all the way, while the black home appliance companies represented by color TV companies showed a declining profit, and the distance from white electricity went further and further.
Unsatisfactory performance In the home appliance market, color TV companies have always been in the limelight. Stylish words such as "3D, Internet, and intelligence" are overwhelming in the public's view, while white-power companies have a low profile. In fact, perhaps only the black power companies themselves understand that the days are getting worse and worse.
In February of this year, TCL Group's 2010 financial report showed that last year TCL Group’s operating income was 51.87 billion yuan and net profit was 433 million yuan. Among them, the TCL mobile phone business realized a profit of 611 million yuan, and the TCL multimedia business lost 857 million yuan. In contrast, the huge loss of multimedia services is particularly prominent.
However, it is not the TCL family that performs poorly. On April 7, Sichuan Changhong released the 2010 annual report. Last year, Sichuan Changhong realized total operating revenue of 41.712 billion yuan, up 32.6% year-on-year, and realized total profit of 671 million yuan, a decrease of 2.38% from the same period of last year; net profit of 477 million yuan. Compared with the same period last year, the decrease was 11.48%.
On April 14, the performance report released by Konka Group showed that in 2010, it achieved operating income of 17.84 billion yuan, an increase of 34.5%; and a net profit of 82.03 million yuan, a decrease of 45.7% year-on-year.
Previously, Skyworth’s interim statement as of September 30, 2010 showed that turnover increased by 11.3% over the same period of the previous year to HK$11,148 million, and net profit was HK$413 million, a decrease of 32.2% from the same period of the previous year.
Looking back at the performance of white-electric companies in the past year, it was enough to overshadow the black-box companies. Qingdao Haier's operating income was 60.588 billion yuan last year, an increase of 35.57%; US electrical business revenue was 74.559 billion yuan, an increase of 57.70%, a net profit of 3.127 billion yuan, an increase of 69.24%; Gree Electric Appliances achieved operating revenue of 60.8 billion yuan The net profit was 4.276 billion yuan, an increase of 42.6% and 46.8% year-on-year. Chigo Holdings achieved a turnover of 8.468 billion yuan, a year-on-year increase of 41%. The total revenue was 9.277 billion yuan, an increase of 48.7%.
"Three mountains" summarizes the current black and white electricity enterprises in eight words - black and white, black and white. "The home appliance expert Liu Buyingchen said," Black power is inferior to white electricity, both in terms of performance, brand strategy image, technology research and development, etc. There are quite a few differences."
Due to the lack of core technology and incomplete layout of the industry chain, China's color TV companies have always been “living their necksâ€. At present, the cost of color TV companies for purchasing panels accounts for 70% to 80% of the total cost of color TVs, but the key components and technologies in the upper reaches of the panel industry chain are in the hands of companies such as Japan and South Korea, and some of them, such as LG, Sharp, etc. Doing the panel and doing color TV and mastering the powerful right to speak will naturally affect the profitability of domestic color TV companies.
This year's earthquake in Japan was even worse for the domestic TV companies that had a meager profit. Luo Qingqi, a researcher in the home appliance industry and a senior director of Pall Consulting, analyzed: “The impact of the Japanese earthquake on the color TV industry can be described as affecting the whole body. Currently, only Japan, which provides a complete industrial chain layout for color TV sets, provides nearly half of China’s mainland China. Panels such as Taiwan’s AUO and Chi Mei’s panel companies still have upstream components such as glass substrates, filters, and panel driver ICs coming from Japan. After a certain period of time, this pressure must be transmitted from the upstream panel maker to the downstream color TV manufacturers.â€
However, domestic color TV companies have realized the root cause of the problem, such as TCL's own investment in the establishment of 8.5 generation LCD panel production line. However, Luo Qingqi believes that in spite of the fact that black and white enterprises have been continuously deployed upstream in recent years, they have not been able to solve the problem of the key resources of the industry being controlled by people in a short period of time, and they are also faced with challenges such as technology, capital, and policies.
In addition to being constrained by core technologies, inventory pressure caused by miscalculation of future industry direction is also one of the reasons for the poor profitability of black power companies. Ovid Consulting's statistics show that from February 2010 to November 2010, the price of domestic LCD TV models has fallen by more than 20%. In 2010, it became the history of China's flat-panel TV industry. The price of mainstream products has fallen the most. One year. One of the important reasons is that due to the backlog of CCFL backlit LCD TVs, domestic brands have made CCFL backlight LCD TV prices drop further in order to clear inventory.
In the performance meeting in February this year, Zhao Zhongyu, chief operating officer of TCL Multimedia, said that over-optimism led to excessive inventory, coupled with the failure to grasp the market opportunities from CCFL LCD TVs to LED-backlit LCD TVs. Interest rates are under severe pressure. However, he stressed that at the end of the third quarter of last year, the Group had basically completed the clean-up of its old TV inventory, and its operating and financial performance in the fourth quarter had gradually improved. As early as last August, TCL Group Chairman Li Dongsheng once admitted that an important reason for the loss of the color TV business was a mistake in product planning. He devoted more energy to Internet TV and “came a bit slower on LED TVs. ".
This issue is not only a problem for the TCL family. Among the above color TV companies, none of these problems have escaped.
In contrast, the reasons for the overall goodness of white electricity can not be simply attributed to home appliances to the countryside, energy-saving subsidies and other related policies, and more lies in its internal driving force of technological innovation, product structure optimization, service upgrades. "Without the most core technological innovation, we cannot have a true sense of innovation. The mainstream white-grid companies such as Gree and Haier have firmly mastered the core technologies of white goods and have mastered a complete set of industries in the Chinese market. Chain, this is where black power companies should learn white power companies.†Liu Buchen said.
Liu Buchen believes that the price war in the home appliance industry for more than a decade has caused black power companies to fall into a vicious circle of competition. "China's color TV companies can be said to fight price wars at any time. As long as the market is not selling well, it will cut prices. This will be subject to the control of the upstream panel and the backlog of inventory, coupled with the price war, the profits of color TV companies will become thinner and thinner. ."
For color TV companies, the price war is the most effective method, but it is also the most no solution. "The price war can not be beaten. The key is that some home appliance companies use the price war as a survival tool. Being the core competitiveness of enterprises is the crux of the problem," said Liu Buchen.
The lost way is under the influence of unfavorable factors in domestic and foreign market competitions, Japan’s earthquakes causing fluctuations in the upstream panel, and rising labor costs, etc. In order to break through the “siegesâ€, in addition to entering more lucrative real estate, Black Power will also look The concept of “3D†and “smart†was popular in the white power industry, but these are not the “life-saving straws†of Chinese black power.
Black power companies involved in white electricity, a big reason lies in the lucrative profit margins of white electricity companies. The research report of the market research company iSuppli pointed out that the overall sales and profit growth rate of China's white power industry reached more than 30% in 2010, of which the air-conditioning domestic market increased by 61% year-on-year to 50.1 million units, and the refrigerators also increased. 47%, the growth rate of washing machines also reached 34%.
In March of this year, Skyworth happily devoted itself to white power and launched 47 refrigerators at a time. Zhang Xuebin, Chairman of the Board of Directors of Skyworth Group, stated that White Power is another pillar industry of Skyworth B2C business after Skyworth TV products. The Group will give strategic support and focus on investment. It plans to use 3 years of time to achieve cross-productivity, cost, and scale. The rise of strategy. Previously, several domestic black giants, including TCL, Konka, Hisense, Changhong, etc., have been involved in the field of white electricity.
"The color TV companies do white, I am not optimistic about one." Liu Buchen simply said. He believes that China's white power market presents Haier, the United States, Gree's "three pillars," the situation, color TV manufacturers do not master the core technology as a new entrant is difficult to break through the success.
"Although we have not yet seen companies that have made successful progress in getting white power from black power, cross-border industries can indeed achieve complementary resources in black and white to some extent." Luo Qingqi holds a different view, but TV manufacturers also Probably due to the need to cope with mature and strong competitors and spread out the high cost, if not, the new ones are not doing well, and the original TV performance may also be dragged down.
For the current concept of the most popular 3D TVs and smart TVs, people in the industry are also not optimistic. "Whether it is the Internet TV of the past, or the current 3D TV, smart TV, because they did not master the core technology, China's color TV companies have always been following the trend and passively doing follow-up products." According to Liu Buchen, the sales in the Chinese market are large. Most smart TVs are untrue and belong to concept marketing. They cannot bring inflection points to the development of Chinese color TV companies.
Pang Jianfeng, director of the strategy and special department of AVC’s flat center, told reporters that foreign TV manufacturers such as Samsung rely on its global sales scale and the sharing of TV and mobile application software platforms, and its smart TVs take the path of an autonomous platform. It also establishes a long-term plan for the transformation of the content service industry; however, domestic manufacturers are still exploring the stage, and it is difficult to have enough users to support the commercial operation of the application software platform in the initial stage.
Luo Qingqi believes that smart TVs mainly involve multiple key links such as chips, panels, operating systems, and content providers. This is equivalent to TV manufacturers being subject to "panels" and may also rely on "chips" and "operating systems" in the future. The burden on the color TV companies will become more and more heavy.
According to the latest data released by the China Electronics and Video Industry Association and AVC, the sales volume of domestic color TVs in the first quarter of this year was 10.46 million units, down 5.2% year-on-year; retail sales were 39.4 billion yuan, down 8.2% year-on-year. This is a color TV set. The industry re-emerged in the first quarter after a lapse of one quarter.
As the annual reports of home appliance companies in Shanghai and Shenzhen have more than half disclosed, the profitability of Chinese mainstream TV companies is roughly as follows: TCL net profit is RMB 433 million, Changhong is RMB 671 million, Konka is RMB 82 million, and Skyworth is RMB 348 million. (From April 1, 2010 to September 30 data), Hisense 835 million yuan; Gree Electric Appliances is 4.276 billion yuan.
The contrasting data more or less reflect the current disparities in the development of black and white electricity in the home appliance industry. From the disclosed data, the white electricity market represented by air-conditioning and ice-washing soared all the way, while the black home appliance companies represented by color TV companies showed a declining profit, and the distance from white electricity went further and further.
Unsatisfactory performance In the home appliance market, color TV companies have always been in the limelight. Stylish words such as "3D, Internet, and intelligence" are overwhelming in the public's view, while white-power companies have a low profile. In fact, perhaps only the black power companies themselves understand that the days are getting worse and worse.
In February of this year, TCL Group's 2010 financial report showed that last year TCL Group’s operating income was 51.87 billion yuan and net profit was 433 million yuan. Among them, the TCL mobile phone business realized a profit of 611 million yuan, and the TCL multimedia business lost 857 million yuan. In contrast, the huge loss of multimedia services is particularly prominent.
However, it is not the TCL family that performs poorly. On April 7, Sichuan Changhong released the 2010 annual report. Last year, Sichuan Changhong realized total operating revenue of 41.712 billion yuan, up 32.6% year-on-year, and realized total profit of 671 million yuan, a decrease of 2.38% from the same period of last year; net profit of 477 million yuan. Compared with the same period last year, the decrease was 11.48%.
On April 14, the performance report released by Konka Group showed that in 2010, it achieved operating income of 17.84 billion yuan, an increase of 34.5%; and a net profit of 82.03 million yuan, a decrease of 45.7% year-on-year.
Previously, Skyworth’s interim statement as of September 30, 2010 showed that turnover increased by 11.3% over the same period of the previous year to HK$11,148 million, and net profit was HK$413 million, a decrease of 32.2% from the same period of the previous year.
Looking back at the performance of white-electric companies in the past year, it was enough to overshadow the black-box companies. Qingdao Haier's operating income was 60.588 billion yuan last year, an increase of 35.57%; US electrical business revenue was 74.559 billion yuan, an increase of 57.70%, a net profit of 3.127 billion yuan, an increase of 69.24%; Gree Electric Appliances achieved operating revenue of 60.8 billion yuan The net profit was 4.276 billion yuan, an increase of 42.6% and 46.8% year-on-year. Chigo Holdings achieved a turnover of 8.468 billion yuan, a year-on-year increase of 41%. The total revenue was 9.277 billion yuan, an increase of 48.7%.
"Three mountains" summarizes the current black and white electricity enterprises in eight words - black and white, black and white. "The home appliance expert Liu Buyingchen said," Black power is inferior to white electricity, both in terms of performance, brand strategy image, technology research and development, etc. There are quite a few differences."
Due to the lack of core technology and incomplete layout of the industry chain, China's color TV companies have always been “living their necksâ€. At present, the cost of color TV companies for purchasing panels accounts for 70% to 80% of the total cost of color TVs, but the key components and technologies in the upper reaches of the panel industry chain are in the hands of companies such as Japan and South Korea, and some of them, such as LG, Sharp, etc. Doing the panel and doing color TV and mastering the powerful right to speak will naturally affect the profitability of domestic color TV companies.
This year's earthquake in Japan was even worse for the domestic TV companies that had a meager profit. Luo Qingqi, a researcher in the home appliance industry and a senior director of Pall Consulting, analyzed: “The impact of the Japanese earthquake on the color TV industry can be described as affecting the whole body. Currently, only Japan, which provides a complete industrial chain layout for color TV sets, provides nearly half of China’s mainland China. Panels such as Taiwan’s AUO and Chi Mei’s panel companies still have upstream components such as glass substrates, filters, and panel driver ICs coming from Japan. After a certain period of time, this pressure must be transmitted from the upstream panel maker to the downstream color TV manufacturers.â€
However, domestic color TV companies have realized the root cause of the problem, such as TCL's own investment in the establishment of 8.5 generation LCD panel production line. However, Luo Qingqi believes that in spite of the fact that black and white enterprises have been continuously deployed upstream in recent years, they have not been able to solve the problem of the key resources of the industry being controlled by people in a short period of time, and they are also faced with challenges such as technology, capital, and policies.
In addition to being constrained by core technologies, inventory pressure caused by miscalculation of future industry direction is also one of the reasons for the poor profitability of black power companies. Ovid Consulting's statistics show that from February 2010 to November 2010, the price of domestic LCD TV models has fallen by more than 20%. In 2010, it became the history of China's flat-panel TV industry. The price of mainstream products has fallen the most. One year. One of the important reasons is that due to the backlog of CCFL backlit LCD TVs, domestic brands have made CCFL backlight LCD TV prices drop further in order to clear inventory.
In the performance meeting in February this year, Zhao Zhongyu, chief operating officer of TCL Multimedia, said that over-optimism led to excessive inventory, coupled with the failure to grasp the market opportunities from CCFL LCD TVs to LED-backlit LCD TVs. Interest rates are under severe pressure. However, he stressed that at the end of the third quarter of last year, the Group had basically completed the clean-up of its old TV inventory, and its operating and financial performance in the fourth quarter had gradually improved. As early as last August, TCL Group Chairman Li Dongsheng once admitted that an important reason for the loss of the color TV business was a mistake in product planning. He devoted more energy to Internet TV and “came a bit slower on LED TVs. ".
This issue is not only a problem for the TCL family. Among the above color TV companies, none of these problems have escaped.
In contrast, the reasons for the overall goodness of white electricity can not be simply attributed to home appliances to the countryside, energy-saving subsidies and other related policies, and more lies in its internal driving force of technological innovation, product structure optimization, service upgrades. "Without the most core technological innovation, we cannot have a true sense of innovation. The mainstream white-grid companies such as Gree and Haier have firmly mastered the core technologies of white goods and have mastered a complete set of industries in the Chinese market. Chain, this is where black power companies should learn white power companies.†Liu Buchen said.
Liu Buchen believes that the price war in the home appliance industry for more than a decade has caused black power companies to fall into a vicious circle of competition. "China's color TV companies can be said to fight price wars at any time. As long as the market is not selling well, it will cut prices. This will be subject to the control of the upstream panel and the backlog of inventory, coupled with the price war, the profits of color TV companies will become thinner and thinner. ."
For color TV companies, the price war is the most effective method, but it is also the most no solution. "The price war can not be beaten. The key is that some home appliance companies use the price war as a survival tool. Being the core competitiveness of enterprises is the crux of the problem," said Liu Buchen.
The lost way is under the influence of unfavorable factors in domestic and foreign market competitions, Japan’s earthquakes causing fluctuations in the upstream panel, and rising labor costs, etc. In order to break through the “siegesâ€, in addition to entering more lucrative real estate, Black Power will also look The concept of “3D†and “smart†was popular in the white power industry, but these are not the “life-saving straws†of Chinese black power.
Black power companies involved in white electricity, a big reason lies in the lucrative profit margins of white electricity companies. The research report of the market research company iSuppli pointed out that the overall sales and profit growth rate of China's white power industry reached more than 30% in 2010, of which the air-conditioning domestic market increased by 61% year-on-year to 50.1 million units, and the refrigerators also increased. 47%, the growth rate of washing machines also reached 34%.
In March of this year, Skyworth happily devoted itself to white power and launched 47 refrigerators at a time. Zhang Xuebin, Chairman of the Board of Directors of Skyworth Group, stated that White Power is another pillar industry of Skyworth B2C business after Skyworth TV products. The Group will give strategic support and focus on investment. It plans to use 3 years of time to achieve cross-productivity, cost, and scale. The rise of strategy. Previously, several domestic black giants, including TCL, Konka, Hisense, Changhong, etc., have been involved in the field of white electricity.
"The color TV companies do white, I am not optimistic about one." Liu Buchen simply said. He believes that China's white power market presents Haier, the United States, Gree's "three pillars," the situation, color TV manufacturers do not master the core technology as a new entrant is difficult to break through the success.
"Although we have not yet seen companies that have made successful progress in getting white power from black power, cross-border industries can indeed achieve complementary resources in black and white to some extent." Luo Qingqi holds a different view, but TV manufacturers also Probably due to the need to cope with mature and strong competitors and spread out the high cost, if not, the new ones are not doing well, and the original TV performance may also be dragged down.
For the current concept of the most popular 3D TVs and smart TVs, people in the industry are also not optimistic. "Whether it is the Internet TV of the past, or the current 3D TV, smart TV, because they did not master the core technology, China's color TV companies have always been following the trend and passively doing follow-up products." According to Liu Buchen, the sales in the Chinese market are large. Most smart TVs are untrue and belong to concept marketing. They cannot bring inflection points to the development of Chinese color TV companies.
Pang Jianfeng, director of the strategy and special department of AVC’s flat center, told reporters that foreign TV manufacturers such as Samsung rely on its global sales scale and the sharing of TV and mobile application software platforms, and its smart TVs take the path of an autonomous platform. It also establishes a long-term plan for the transformation of the content service industry; however, domestic manufacturers are still exploring the stage, and it is difficult to have enough users to support the commercial operation of the application software platform in the initial stage.
Luo Qingqi believes that smart TVs mainly involve multiple key links such as chips, panels, operating systems, and content providers. This is equivalent to TV manufacturers being subject to "panels" and may also rely on "chips" and "operating systems" in the future. The burden on the color TV companies will become more and more heavy.
According to the latest data released by the China Electronics and Video Industry Association and AVC, the sales volume of domestic color TVs in the first quarter of this year was 10.46 million units, down 5.2% year-on-year; retail sales were 39.4 billion yuan, down 8.2% year-on-year. This is a color TV set. The industry re-emerged in the first quarter after a lapse of one quarter.
LED Power Supply Co., Ltd. , http://www.szledstrip.com