1. globalization: overseas market space is broad, Chinese household appliance brands accelerate to sea

According to data from the Champ Consulting Group,2022Global retail sales of household appliances reached6600Billion US dollars, of which large household appliances are4000billion dollars, small household appliances2600Billions of dollars. Expected2023Global retail sales of household appliances for the full year6800About US $100 million, of which large household appliances are about4100billion dollars, small household appliances about2700Billions of dollars.

China is the world's largest home appliance market,2022The market size of household appliances and small household appliances accounted for up24.4%、20.2%. In the face of the vast overseas market, Chinese household appliance companies still have a lot of room for expansion. In the future, they need to rely on outstanding product competitiveness and management advantages to continue to dig into overseas markets and increase market share.

Shangpu Consulting believes that Chinese enterprises have significant advantages in product competitiveness and management capabilities. On the one hand, the cost and manufacturing advantages brought by the perfect industrial chain integration and scale effect, and the product leading advantages brought by product innovation and technology research and development. The R & D investment of Chinese household appliance enterprises is higher than that of overseas enterprises. For example, Haier Zhijia built a user-centered"10 N”Open innovation ecosystem, Midea Group gradually formed“2 4 N”Global R & D network, Gree Electric currently has the world's largest air conditioning R & D center. On the other hand, rapid market response and execution, including the diversified needs of consumer groups, the richness and diversification of channels, the innovation of marketing methods, and the ability to quickly adjust to emergencies will all be possible for Chinese companies to gain competitive advantages. Source. For example, Jiuyang andNinjaCo-launchedFoodiThe series combines the product principles of air fryers and pressure cookers to cater to North American consumers' demand for products.“Multi-function integration”The preference; Cobos's Tim can wash machine, suitable for large areas of North America housing floor cleaning, once launched quickly became Amazon sales champion; Stone sweeper in North America is known for its high cost performance, in order not to lose.iRobotThe technology and friendly prices of such high-end products capture the favor of the U.S. mid-market.

According to data from Shangpu Consulting Group, Chinese companies have accelerated their access to the sea through mergers and acquisitions and cross-border e-commerce channels. Taking the U.S. market as an example, there are currently two main ways for Chinese household appliance companies to sell their own brands in the U.S.: One is to acquire U.S. household appliance companies and reorganize the business structure. Chinese traditional household appliance companies have imported their own brands into the US domestic market through acquisitions. At the same time, with advanced management and operation experience, through effective integration and coordination, the acquired brands have also achieved growth beyond the industry. At the same time, direct acquisition can also reduce the cost of offline channel expansion. Chinese enterprises can directly share the local management team, marketing channels, customer groups, brand recognition, technology research and development strength and other resources of American enterprises to achieve win-win results. For example, Haier Zhijia acquiredGEAAfter that, a strong alliance was achieved through integration.1+1>2. Haier Zhijia's share of the U.S. market has reached its highest level in a decade,2022Annual sales revenue800billion, accounting for total revenue continued to rise35%。JSGlobal Life AcquisitionSharkNinjaAfter that, the results of each division maintained steady growth.2022year,Shark/NinjaRevenue growth is90%。2022YearSharkRealize revenue22Billion US dollars, year-on-year growth9.5%；NinjaRealize revenue20Billion US dollars, year-on-year growth16.3%. In terms of profitability,2022YearSharkNinjaSegment Gross Margin41.5%, compared to the pre-acquisition2017Annual growth6pct。

The second is to use cross-border e-commerce channels to quickly open overseas online markets. Cross-border e-commerce has lowered the threshold for going to sea, helping Chinese household appliances to accelerate the development of overseas markets. In the traditional offline sales model, the threshold for Chinese household appliances to enter overseas markets is relatively high, while cross-border e-commerce reduces the intermediate links of foreign trade, providing a more efficient and simple channel for domestic goods to go to sea. At the same time, thanks to the cost and manufacturing advantages brought by the perfect industrial chain integration and scale effect, and the product leading advantages brought by product innovation and technology research and development, China's household appliances products are becoming more and more competitive in the global market. In recent years Stone Technology, Cobos, andVesyncTake the lead in achieving rapid sailing through cross-border e-commerce and overseas offline channel construction. In the future, with the further release of overseas e-commerce channel dividends, more Chinese household appliances with rich functions and obvious cost-effective advantages will enter the overseas market.

2. diversification: household appliances leading actively diversified expansion.

The rate of urbanization has slowed down, and it is imperative for household appliance enterprises to diversify and expand. The increase in urbanization rate is an important driving force for the growth of demand in the household appliance industry. However, with the slowdown in economic growth, the period of rapid urbanization has basically ended, and the current increase in urbanization rate has slowed to an annual rate.1%Left and right. In order to find new growth momentum, household appliances enterprises have diversified expansion.

Champu Consulting believes that the United States through mergers and acquisitions power.B端业务，从家用电器企业向“智慧家居+智能制造”转型。一方面，美的调整业务框架，新增工业技术事业群（原机电事业群）。2020Year12Month31日，美的集团发布文章《美的：重新出发》，宣告调整业务框架，由原先的四大板块更迭为五大板块，新增了以压缩机、电机等高精密核心零件制造的工业技术事业群。另一方面，为实现业务拓展，美的已进行了一系列非相关多元化并购。如2017Year1月，收购四大机器人巨头之一库卡集团，以助力美的生产自动化并拓展工业机器人业务。2020Year3月，收购国内高压变频器领先企业合康新能，推动公司大型中央空调变频技术升级。2020Year12月，旗下公司美的楼宇科技与菱王电梯达成合作并正式进军电梯业务。2021Year2月，则通过收购万东医疗，切入医疗领域新赛道。依托多元化并购，美的一方面提升了自身业务能力，一方面实现新领域拓展。

格力收购银隆，控股盾安环境，加码布局新能源汽车业务。2022Year4月，格力耗资21.9亿元取得盾安环境29.48%股权，实现控股。此前，格力已收购银隆新能源，以开拓新能源商用车配套业务。此次收购盾安环境，一方面进一步打通了上下游产业链，保障供应链稳定，另一方面也拓展了新能源汽车热管理零部件业务。

三、智能化：新品智能化水平快速提升，智能家居生态逐步成熟

随着物联网、云计算技术的日渐成熟，“智能化”将通过智能单品和全屋智能家居两种方式，不断赋能家居生活，提高家居使用的便捷性和交互化。

尚普咨询认为，智能单品：智能化水平快速提升。通过提升智能化水平。企业可以为家用电器增加语音交互、远程控制、精准控制等功能，从而提升用户的使用体验。具体来看，传统品类中白电的智能控制和后台联网技术逐步成熟，厨电智能化程度相对较低，厨房小家用电器基本都配置智能操控、app互联等功能；新兴品类中，清洁电器、投影仪等均通过智能化水平的快速提升，实现了诸如自动避障、自清洁、画面自动校正等痛点，不断提升产品体验。

智能家居：生态逐步成熟。通过构建智能家居生态，企业可以为用户提供更加智能、便捷、舒适的家居环境，实现家用电器的互联互通和协同工作。具体来看，海尔智家以“智慧空间”为核心，打造了以用户为中心的“10 N”开放式创新生态体系，实现了从单品智能到空间智能的跨越；美的集团以“美的云”为基础，构建了“美的云+美的智慧家庭+美的智慧社区”三位一体的智慧家居生态圈，实现了从产品智能到服务智能的升级；格力电器以“格力云”为平台，打造了“格力云+格力智慧家庭+格力智慧社区”三位一体的智慧家居生态圈，实现了从设备智能到场景智能的转变。

Conclusion

综上所述，家用电器行业是一个充满活力和创新的行业，随着消费者需求的多样化和升级，以及技术的不断进步，家用电器产品将呈现出更高的品质、功能和智能化水平。同时，家用电器企业也需要不断拓展海外市场、多元化业务和智能家居生态，以应对市场变化和竞争压力。中国家用电器企业在全球化、多元化和智能化方面都有着显著的优势和成就，但也面临着品牌认知、渠道建设、标准制定等方面的挑战。尚普咨询建议，中国家用电器企业应该继续加强产品创新和技术研发，提升品牌影响力和溢价能力，拓展全渠道销售网络和服务体系，构建开放共赢的智能家居生态圈，实现从制造大国向品牌强国的转变。