Recently, Vice Dean Liu Bin of the w88 casino of Government of the w88 casino was interviewed by International Business Daily. The full text is reproduced as follows:
With the continuous expansion of the global home appliance market, Chinese home appliances have continued to make new breakthroughs in the process of going overseas by virtue of their strong industrial chain advantages, technological innovation capabilities and brand influence. The latest data released by the General Administration of Customs shows that China exported 410.21 million units of household appliances in May, a year-on-year increase of 29.7%; the cumulative exports from January to May were 1.73835 billion units, a year-on-year increase of 24.6%.
Experts interviewed said that the home appliance export data in the first five months not only reflects the overall trend of good exports of home appliances, but also is a strong proof of China’s growing manufacturing strength. In the future, as external demand picks up and the comprehensive advantages of China's home appliance industry chain become increasingly prominent, home appliance exports will maintain a steady growth trend, and the leading position of Chinese home appliance brands in the global market will be further consolidated.
Home appliance export highlights are numerous
Among all major appliance categories, the export performance of air conditioners is the most eye-catching. Data show that China exported 6.97 million air conditioners in May, a year-on-year increase of 39.5%; the cumulative exports from January to May were 32.3 million units, a year-on-year increase of 17.2%. From a regional perspective, the largest increases occurred in Southeast Asia, the Middle East and other regions.
According to AVC export monitoring data, in May, the export volume of China's household air conditioners to Thailand, the Philippines, and Malaysia in Southeast Asia increased by 138.0%, 99.8%, and 71.5% year-on-year respectively. The export volume of China's household air conditioners to Turkey, Libya, and the United Arab Emirates in the Middle East increased by 140.1%, 116.3%, and 111.6% year-on-year respectively.
In addition to air conditioners, exports of refrigerators and washing machines also performed well. In May, 7.44 million refrigerators were exported, a year-on-year increase of 15.4%; the cumulative exports from January to May were 32.35 million units, a year-on-year increase of 26.5%. In May, 2.78 million washing machines were exported, a year-on-year increase of 18.3%; the cumulative exports from January to May were 13.5 million units, a year-on-year increase of 25.1%.
Liu Bin, a researcher at the w88 casino of Government at the w88 casino and the National Institute of Opening-up, told a reporter from the International Business Daily that China's home appliance exports have grown rapidly in the first five months, far exceeding the average growth rate of goods w88, and have become an important force in China's stabilization of foreign w88. The export of home appliances has shown a trend of increasing both volume and price. Not only has the quantity increased significantly, but the price has also increased. In particular, the price growth of LCD TVs has accelerated, indicating that the advantages of Chinese home appliances have become increasingly prominent and the added value of products has continued to increase.
While the export performance of home appliances is outstanding, it has also driven the export of core components of home appliances such as compressors and other products. Changhong Huayi Compressor Co., Ltd. mainly focuses on the research and development, production and sales of refrigerator compressors and commercial compressors. Its products are not only popular in mature markets such as Europe and North America, but also favored by rapidly developing emerging markets such as the Middle East.
Zhu Zhihong, manager of the company’s overseas marketing department, told a reporter from the International Business Daily that China’s exports of home appliances continued to grow in the first five months, and the increased demand for core components of home appliances such as refrigeration equipment has prompted an increase in the company’s compressor exports. “Among them, the R290 commercial compressor has performed particularly well in relevant markets.”
The achievement of good results also depends on Changhong Huayi's determination to expand exports. Zhu Zhihong said that since this year, the company has actively responded to market demand and continuously optimized its production lines through technological innovation and product upgrades. At the same time, we continue to strengthen communication and cooperation with customers to better meet their customized needs.
What trend will the export of home appliances show next? Industry analysts said that with the recent kick-off of the European Cup, China's home appliance exports are expected to set off another "small climax." It is reported that during this European Cup, many home appliance companies such as Hisense, TCL, and Vanward actively participated in event marketing by becoming sponsors, official partners, etc. to expand the global influence of their brands.
According to the June production schedule data previously released by Industry Online, the export production schedule of air conditioners in June increased by 31.4% compared with the export performance of the same period last year, the export production schedule of refrigerators increased by 7.3% compared with the export performance of last year, and the export production schedule of washing machines increased by 4.7% compared with the export performance of last year. According to Cinda Securities analysis, China's white goods exports are expected to continue their steady growth in June.
Strong steps overseas
In recent years, against the background of increasingly fierce international competition and increasing uncertainty in the w88 environment, Chinese home appliance companies have not only made every effort to improve product quality and expand export share, but also continue to accelerate the pace of "going out" and deploy production lines and manufacturing bases overseas.
Take Changhong Huayi as an example. In addition to its local manufacturing base in China, the company has also established production bases in Spain and Mexico over the years. "Establishing production lines overseas is an important part of the company's globalization strategy." Zhu Zhihong said that this can not only reduce costs and shorten delivery cycles, but also better adapt to local market demands and policy environments. Through localized production, the competitiveness of the company's products in the local market is effectively improved.
Midea, which regards internationalization as "one of the most core strategies at the moment", proposes to accelerate the "China supplies the world + regions supply the region" model, promotes the construction of manufacturing bases in Brazil, Indonesia, Italy, Thailand, India, Mexico, Egypt and other places, and strengthens overseas localized operations.
On April 18, Midea made another success in overseas markets. Swiss construction supplier Arbonia AG has decided to accept the acquisition offer of its climate unit from Midea Electronics Dutch B.V., a subsidiary of Midea, with a transaction price of 760 million euros (approximately 5.88 billion yuan).
In addition, TCL’s global layout is also gradually expanding. Over the years, TCL has set up overseas bases in Vietnam, Indonesia, India, Pakistan, Poland, Mexico, Brazil and other countries, and currently has formed radiating coverage of regional markets such as Southeast Asia, South Asia, Europe, North America and South America.
Regarding Chinese home appliance companies’ move to strengthen their overseas presence, Song Xiangqing, vice president of the China Business Economics Association and founder of Huade List, told the International Business Daily reporter that this has three main benefits: First, it can strengthen the brand image and enhance the product quality. Brand affinity, increase the market share of products; second, it can achieve local materials and local recruitment, reduce production costs, increase profit margins; third, enterprises can take advantage of local policies to avoid high tariffs, avoid w88 barriers, and obtain a more superior business environment.
In order to better promote Chinese home appliances to take root overseas and gain more market share, Liu Bin believes that companies need to focus on the following tasks: First, have a deep understanding of local policies, especially labor policies and environmental policies; second, focus on positive interactions with the domestic home appliance industry chain, and promptly promote domestic research and development in response to changes in overseas market demand. Innovation; the third is to formulate flexible overseas marketing strategies. The export of home appliances is greatly affected by the preferences of overseas consumers, and is even closely related to local cultural customs, climate environment, etc. It is crucial to clarify brand positioning and flexibly promote multi-brand marketing strategies; the fourth is to make full use of the industrial parks built by China in foreign countries to reduce production costs and enjoy policy preferences.
Song Xiangqing also made relevant suggestions: First, comply with local laws, pay taxes in accordance with the law, operate in accordance with the law, and safeguard rights in accordance with the law; second, adhere to the innovation drive, give full play to the characteristics of China's home appliance product diversity, high technological content, green low carbon, and intelligent optimization, while stabilizing market demand, gradually improve quality, increase output, and strengthen the brand; third, flexibly respond to challenges such as different forms of w88 barriers and market competition, and strengthen risk prevention awareness.
