The Internet Transformation of Household Appliance Enterprises Comes

The Internet Transformation of Household Appliance Enterprises Comes

Since the beginning of this year, the "Internet +" hurricane has swept the entire capital market. From the motherboard, small and medium-sized board to the GEM, the plates that were hit by “Hurricane” all flew to heaven, including household appliances industries that are closely related to daily life. The investment opportunities that lie within it are also worthy of attention.

Industry space reaches trillions

"For many consumers, home appliances are just some of the most common things in everyday life: a TV set, a refrigerator, a washing machine, and so on. But the emergence of 'Internet +' With the definition of home appliances, ordinary home appliances have become more intelligent."

Imagine that when you come home from work to sit on the couch, the TV has automatically sensed the presence of the owner and adjusted it to your favorite channel. If you want to watch something else today, you can completely control the TV to change channels. Of course, in the same way, you can also adjust the lighting of the room, and even let your home refrigerator send you a bottle of orange juice.

Nowadays, the existence of Internet and intelligent control makes this scenario gradually realized. The "China High-end Consumer Electronics Market Report" shows that 40.7% of consumers are already willing to choose "intelligent" services, and by the end of this year, this figure is expected to rise to 60%.

At the China Household Appliances Expo held in March of this year, Wen Jianping, president of Aowei Cloud Network, once said: “Smart homes in China are still just a concept in China in 2014, but this year’s Home Fair has seen a In the year, the landing of smart home products has been in full swing in the industry, and the Home Fair has concentrated on the research and development achievements of smart homes in a concentrated area for more than one year, and its speed has exceeded the expectations of the industry.Now smart home has become The highlands that manufacturers must compete for, because smart homes have become an effective means of integrating the appliance industry chain, especially home appliances have become important Internet "entrance", occupying a very important position in the entire Internet application level."

What is the smart home market triggered by "Internet +"? According to the report of China Household Electrical Appliance Business Association, the output value of smart home appliances in China will reach 100 billion yuan in 2013. By 2020, this figure will reach 1 trillion yuan, and the output value of terminal equipment will reach 800 billion yuan.

Internet giant layout "living room economy"

The Internet transformation of household appliances enterprises has come. Internet giants are actively creating a "living room economy."

In the international market, technology giants such as Apple Inc. and Google Corp. acted early and have already seized market share in many countries around the world. In the domestic market, a relatively compelling event was last December, when domestic technology company Xiaomi announced a group of more than 1.2 billion yuan to share in the United States, thus opening up a wave of "Internet + home appliances." Subsequently, the appliance giant Haier Group and the Evergrande Group signed a strategic cooperation agreement, investing 30 billion yuan in the layout of smart home.

In January of this year, Kelon Air-conditioner announced the launch of its first WeChat smart air-conditioner, while Midea Air-conditioner announced the connection to HomeKit, the Apple smart home platform. This makes some domestic home appliance sellers sit still. On March 18th, Suning and Jingdong, the electrical appliance sellers that have a large number of users and channel resources, respectively announced the development of a new plan for the “smart home” industry. Suning teamed up with A-share listed company China Unicom to develop the smart home industry "smart Wojia", JD launched a "JD +" policy, creating an open and complete smart industry ecosystem. Another Internet company 360 announced that it provided Haier, Boss, Oaks, Handan audio and other dozens of home appliance brand manufacturers with a "smart module" with a price of only 1 yuan, and integrated the back-end system into the 360 ​​smart home open platform. .

By April, Midea Group, which has cooperated with Internet giants such as Xiaomi, Apple, Ali, Huawei, Qualcomm, and Jingdong, will push the "Internet + Home Appliances" to a climax. Midea Air-Conditioning announced that it has reached a cooperation with Tencent WeChat platform. In the future, "WeChat", which people are familiar with, can actually become a remote controller for Air conditioning in the United States. Subsequently, Dr. Peng Peng also tested the smart home in the traditional broadband operation field for many years, and disclosed the pre-approval plan for the “Home Smart Wireless Sensing Network” project. At the same time, Haier Group also upgraded its “U+ Open Platform” for the smart home market, announcing the launch of numerous smart new products for the seven smart ecosystems such as toiletries, water, air, food, health, safety, and entertainment.

"Internet +" Reshaping Home Appliance Industry Chain

Before the "Internet +" wave surged, the days of home appliance companies were not easy. After years of popular consumption of home appliances, the competition in the entire industry has become increasingly saturated. The year-on-year sales of the industry have declined year by year, and profits have also dropped. The emergence of “Internet+” has injected new genes into the entire home appliance industry chain. The formerly seemingly lacking vitality has rejuvenated all sectors of the industry chain.

Guotai Junan Securities analysis pointed out that "Internet +" is completely renovating the value chain of traditional home appliance manufacturing, from R & D, manufacturing, marketing to user operations, each link is more or less being reconstructed. A flatter, more effective value chain is taking shape, and traditional manufacturing industries are also facing huge challenges. Guotai Junan Securities believes that "Internet + living room" will be the most important development area of ​​the entire appliance industry chain in the next 5-10 years. At present, BAT (Baidu, Ali, Tencent) and other Internet giants have laid out living rooms one after another, bringing with them rich content resources and promoting the economic development of the living room. The entire industry will usher in a wave of revaluation opportunities. The potential market for the living room economy has a trillion-plus potential market and its potential value is no less than the PC Internet and mobile Internet.

The current "Internet + Home Appliances" market is no longer in the "darkness before dawn," but it has already seen the first bright sunshine in the morning. Guotai Junan pointed out that the household appliances industry has benefited from continuous functional upgrades in the past five years and profitability has continued to increase. This consumption upgrade trend is still in progress, but the upgrade rate is gradually slowing down. In the future, the new consumption upgrading power will mainly come from the increase in consumer effectiveness brought about by product individuation and the formation of “consumer upgrade 2.0”. It is worth mentioning that "Industry 4.0", which is often discussed at present, is the core means to meet the individual needs of products, and full-process interaction and flexible production capabilities are crucial. The degree of automation in the home appliance industry has continued to increase substantially over the past five years and is expected to become the first domestic manufacturing industry to achieve “Industry 4.0”.

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