INDUSTRY

在全球经济一体化的背景下，未来，包括中国，全球市场将成为国际品牌瓜分了跨国公司的成功，中国家庭只由出口的粗放型增长战略的成本优势，凭借规模家电企业需要改变

了对美元持续升值人民币，并打破“7的第一次4月10日。”次级债务危机与由北美家电，这使得中国家庭的出口电器恶化造成的需求下降，加上。第一个103中国进出口商品交易会，到一年的实施，许多家电企业在北美市场的出口订单超过2年跌幅在最近结束的会议。在面对出口受限的情况下，中国家电企业已经采取措施，绕过这个障碍。

统计显示，中国最近在家电出口增长放缓，形势并不乐观。据海关统计，2008年1月至2月，全国家电出口下降2.6％。 2008年美国和欧洲联盟，分别较上年第一季度同期出口增长下降了15和10.3个百分点。据商务部统计，2007年，国内家电和消费电子产品的出口下降了21个百分点。过去五年相比，约30中国家电产品出口，出口增长在2007年年均增长百分之年增长速度明显放慢。

美国经济衰退，人民币升值，劳动成本上升，贸易壁垒以及原材料价格，对各种不利因素打压出口中国家电企业。在2008年人民币升值已经达到了4.4％之间，铜，钢铁和其他原材料成本大幅上升一起，比同期约15％-20％，去年上升到家电出口单位价格。

不同的家电出口产业是由出口量下降，同时影响制约，利润将受到挑战。彩电出口同比2007年下降百分之44.6，在2008年2月，中央民族液晶电视出口量下降超过26％。为了提供小家电企业受影响最严重，小家电出口的综合成本的OEM产品上升了50％，几乎导致行业，许多小企业倒闭广泛的损失。人民币升值使中低端热水器丧失价格竞争力，在整体出口大幅减少造成的，从2007年下半年，整体分解为4个。

的中国家电企业的重要性，不断提高国际市场的企业迫切需要应对目前的出口趋势。本地生产总值的中国出口的前提下的增长占了近一半的家庭电器，并逐年提高，但最近的不利因素的影响，这一比例开始下降，2007年。近年来，彩电，空调，冰箱，洗衣机等设备的出口增长，超过50％，海外市场，更重要的。海信平板在未来几年平板电视的出口销售从目前的30％至50％的比例。厨房小家电企业的对出口的依赖程度较高。格兰仕的OEM生产微波炉众所周知，在高达70％，目前外贸的依赖。

出口多种措施应对挑战

汇率措施来规避汇率波动的风险。美国计划用多种货币付款，使诸如出口贷款，进口付汇和出口早日恢复的措施对冲充分利用。春兰打算加快出口和出口业务结算时间，改变了付款方式，采取“实时结算。”志高通过增加全球的原材料采购，尽一切努力解决汇率风险。

通过诸如设立海外建厂，以降低生产成本等手段。海尔，美的，格兰仕，长虹等国内家电企业建立了海外生产基地。海尔在2008年2月13日海外工业园区，泰国正式投产的生产基地。长虹成立了在捷克共和国的工厂，在越南，俄罗斯，南非，匈牙利海信美国有一个生产基地。可以在海外设厂规避反倾销和高关税壁垒。
通过提高技能，新产品开发
，调整产品结构，以提高海外附加值产品，以消化成本上涨的压力。 2007年以来，美国的出口增长从“低成本，大规模的”战略，以“高价格，高费用，高投入，高利润，高回报。”海尔推出在美国和欧洲市场打开门冰箱，大容量洗衣机，平板电视，流媒体等具有高附加值的增加高端，以及新产品，媒体产品出口比重规避成本上涨的不利影响。

发展针对北美市场的低迷国内外新市场。海外市场对人民币升值的负面影响，但总体仍十分乐观。在2008年前3个月，主要欧洲，中东和南美市场的春兰空调通过开拓新兴市场的调节，出口增长潜力依然存在。中国经济的快速发展使得消费者的收入和购买力的增长，城市消费者需求的高端家电明显。在“家电下乡”项目34个的领导下，启动市场需求的快速增长。德豪润达全力拓展国内市场自主品牌“顾问局”的销售，并成立一个600核心形象销售网点国内主要城市设置。

改变他们的商业模式，实现了在行业的地位，价值链上升，先前扩展到发挥企业的综合优势，成本优势。创维是它的彩电彩电制造商的位置成为一个技术解决方案提供商。四川长虹集团，推出了“电子信息产业，抓住制高点的总攻”。长虹开始产业升级，组织流程再造，核心竞争力，加强和优化品牌价值，完全集成的5个竞选资源。

重新考虑战略

华侨家电企业不应偏安国内市场，未来的成功的国际化，将对存亡。在全球经济一体化的背景下，未来，包括中国，全球市场将成为国际品牌瓜分多国公司的成功。中国家电简单地通过了出口战略的粗放型增长凭借成本优势，规模企业需要改变。新兴市场竞争的未来价格，市场利润微薄，或仅在欧美成熟市场的品牌知名度较高的利润率，以及家电品牌赢得了企业的市场和利润是不可避免的。海信从OEM建立一个国际品牌发展，力争在2010年集中在海外市场的自有品牌出口超过30％以上。美国未来5年的希望，在自己的品牌出口总额达到50％。

中国家电企业应依靠自己的品牌，对新兴市场的发展中国家的发展重点，在积累了足够的经验，在跨国经营，品牌管理，技术，资金能力，欧洲和美国收购品牌，在美国和欧洲，最终占领市场。处理海外建厂，以降低成本，只是在国际化的第一步，这将最终控制自己的品牌是市场全球化的真正成功。中国家电企业普遍不足跨国管理经验，在国际化过程中，我们应该采取务实和审慎的态度，而不是赌博的兼并和收购的态度去的国际品牌。 TCL集团汤姆森并购案是这类企业国际化失败的初期阶段画像，作为由惯性约束本地操作系统的结果，以及文化，体制障碍，如管理，性能损失的风险。

尽管受到当前不利的外部形势影响，中国仍是一个家电生产，国际比较优势。中国的空调，微波炉等家电的生产关键零部件容量的产品，生产率高，已经发展成为生产过程世界重要地区的和一定程度的定价能力。中国家庭与先进的家电行业配套环境，短期内不会被印度，越南和其他国家超越。

导出功能将导致国内家电市场竞争升级，加快产业集中度。海外市场将导致增加对家庭的压力家电企业为目标的国内竞争，在国内市场的恶性竞争。国家对美国和第一季度的统计显示，最低的价格微波炉已经过测试，200人。人民币升值降低了外商投资成本，有利于大型企业，以促进我国企业国际化。面向出口的小型和中型家电企业生存环境恶化，家庭电器行业推广，以进一步提高集中度。

Faced with limited exports of household electrical appliance enterprises Bypass “export”

The background of global economic integration, the future, including China, the global market will be an international brand to carve up the success of multinational companies, Chinese household electrical appliance enterprise simply by virtue of the scale of cost advantages for extensive growth in export strategies need to change
< br> continued appreciation of the RMB against the U.S. dollar, and April 10 for the first time broken “7.” Subordinated Debt crisis coupled with a drop in demand caused by the North American home appliances, which makes China’s exports of household electrical appliances worse. The recently concluded session of the first 103 China Import and Export Fair, the implementation of many household electrical appliance enterprises export orders for the North American market into a year-on-year decline in more than two. The face of the export-constrained situation, Chinese household electrical appliance enterprises have taken measures to bypass this obstacle.

statistics show that China’s recent export growth slowdown in home appliances, and the situation is not optimistic. According to customs statistics, in 2008 January-February, the National appliance exports fell 2.6%. The first quarter of 2008 for the United States and the European Union, respectively, year-on-year export growth dropped 15 and 10.3 percentage points. According to Ministry of Commerce statistics, in 2007 the domestic home appliances and consumer electronics products exports fell by 21 percentage points. The past five years compared to an annual increase of about 30 percent of Chinese household electrical appliance exports, export growth in 2007 slowed down significantly.

American economic recession, RMB appreciation, rising labor costs, trade barriers, as well as raw materials prices, a variety of unfavorable factors suppress export Chinese household electrical appliance enterprises. RMB appreciation in 2008 has reached the range of 4.4%, together with copper, steel and other raw materials costs increased substantially, to home appliances export unit price than the same period last year increased by about 15% -20%.

different household appliances export industry is governed by the impact of decline in export volume at the same time, the profit will be challenged. Color TV exports year-on-year in 2007 plummeted 44.6 percent, in February 2008, Central National LCD TV exports fell more than 26%. To provide the OEM products of small household electrical appliances enterprises the most severely affected, small household appliances export comprehensive cost went up by 50%, almost led to industry-wide losses, many small business failures. Appreciation of the renminbi to make loss in the low-end water heater price competitiveness, resulting in a significant decrease of total exports, from the second half of 2007, the overall down into four.

international market for the importance of Chinese household electrical appliance enterprises continuously improve enterprise the urgent need to respond to the current export trend. GDP growth in the context of China’s exports accounted nearly half of household electrical appliances, and improve year by year, but the recent impact of unfavorable factors, the proportion began to decline in 2007. In recent years, color TVs, air conditioners, refrigerators, washing machines, such as export growth exceeded 50%, overseas markets and more important. Hisense flat-panel TVs over the next few years the export sales ratio from the current 30% to 50%. Kitchen and small household electrical appliance enterprises a higher degree of dependence on exports. Galanz OEM to produce microwave ovens is known, the current dependence on foreign trade as high as 70%.

exports a variety of measures to deal with the challenges

exchange rate measures used to circumvent the risk of exchange rate fluctuations. The United States plans to use multi-currency payments, make full use of import payment and export hedge early recovery measures such as export loans. Chunlan intended to speed up the settlement time for exports and export business has changed the mode of payment, to take “real-time settlement.” CHIGO through increased global sourcing of raw materials, make every effort to resolve the exchange rate risk.

through such means as setting up factories overseas to reduce production costs. Haier, Midea, Galanz, Changhong and other domestic household appliances enterprises have set up production bases overseas. Haier has 13 overseas industrial parks, in February 2008, Thailand formally put into operation a production base. Changhong has been set up factories in the Czech Republic, the United States in Vietnam, Russia, Hisense in South Africa, Hungary has a production base. Can set up factories overseas to circumvent anti-dumping and high tariff barriers.

through skills upgrading, development of new products, adjust product mix to enhance the overseas value-added products in order to digest the pressure of rising costs. Since 2007, the U.S. strategy of export growth from “low-cost, large-scale” to “high prices, high costs, high input, high-margin, high return.” Haier to launch in U.S. and European markets to open-door refrigerator, large capacity washing machines, flat-panel TVs, such as streaming media products with high added value by increasing high-end, as well as the export proportion of new products, to circumvent the adverse effects of rising costs.

develop both domestic and foreign new markets in response to the North American market downturn. Overseas markets by the negative impact of the appreciation of the renminbi, but overall is still very promising. The first three months of 2008, the main Europe, Middle East and the South American market through pioneering Chunlan air-conditioning in emerging markets, export growth potential remains. China’s rapid economic development makes the consumer income and purchasing power are growing, urban consumers demand high-end home appliances obvious. In the “home appliances to the countryside” project, led by 34 to start the rapid growth of market demand. BDO润达full expansion of the domestic market their own brands “ACA” sales, and major cities in the domestic set up a core image of 600 sales outlets.

change their business model, realize the value chain in the industry’s status rose, the cost advantage of previously extended to play the comprehensive advantages of enterprises. Skyworth is its location by the color TV color TV manufacturer into a technology solutions provider. Sichuan Changhong Group, launched the “electronic and information industry to seize the commanding heights” of the general offensive. Changhong started upgrading the industry, organizational process reengineering, core competencies to enhance and optimize brand value, fully-integrated five campaign resources.

to reconsider strategies

overseas Chinese household electrical appliance enterprises should not偏安the domestic market, the successful internationalization of the future will have a bearing on survival. The background of global economic integration, the future, including China, the global market will be an international brand to carve up the success of multinational companies. Chinese household electrical appliance enterprises simply by virtue of the scale of cost advantages for extensive growth in export strategy needs to change. Future prices of emerging market competition, market margins are thin or only in mature markets in Europe and America as the brand recognition higher profit margins, and home appliance brand to win the enterprise market and profits are inevitable. Hisense from OEM to create an international brand forward, and strive to focus on in 2010 in the overseas market its own branded exports accounted for more than 30%. U.S. hopes for the next five years, own brands in total exports reached 50%.

Chinese household electrical appliance enterprises should rely on own-brand, focusing on the development of emerging markets in developing countries, in accumulated sufficient experience in multinational operations and management of brand, technology, the ability of funds, the acquisition of European and American brands, the ultimate occupation of U.S. and European markets. Processing factories overseas to reduce costs is only the first step in internationalization, which will eventually control their own brand is the real success of market globalization. Chinese household electrical appliance enterprises generally inadequate cross-border management experience, in the process of internationalization, we should take a pragmatic and prudent attitude, and not to gamble the attitude of mergers and acquisitions go international brands. TCL Thomson M & A case is an illustration of the failure of such enterprises in the early stages of internationalization, as a result of the local operating system by inertial confinement, as well as cultural, institutional barriers, such as management, performance risk of loss.

Although affected by the current adverse external situation, China is still a household electrical appliance production, international comparative advantage. China’s air conditioners, microwave ovens and other home appliances products with production capacity of key parts and components, with high productivity, has developed into the world’s important areas of manufacturing process with a certain degree of pricing power. Chinese home appliance industry with sophisticated supporting environment, the short term will not be India, Vietnam and other countries beyond.

export function will lead to escalation of the domestic home appliances market competition and accelerate the industrial concentration. Overseas markets will lead to increasing pressure on household electrical appliance enterprises to target the domestic competition, resulting in vicious competition in the domestic market. State of the United States and the first quarter statistics show that the lowest price microwave ovens have been tested to 200. Appreciation of the renminbi reduces Chinese enterprises the cost of foreign investment is conducive to large enterprises to promote internationalization. Export-oriented small and medium-sized household electrical appliance enterprises to survive the worsening environment, promotion of household electrical appliance industry to further enhance the degree of concentration. (08-9-26)

Tags: appliance, electrical, export, household