National Strategy Made in China 2025 Home Appliance Industry Who Tops

The two forces are stacked together to drive the start of Chinese manufacturing.

First, during the two sessions in 2015, Premier Li Keqiang clearly stated that it is necessary to implement “Made in China 2025”, insist on innovation-driven, intelligent transformation, strengthen basic and green development, and accelerate the transition from manufacturing to a manufacturing power. We must place innovation at the heart of the overall development of the country and promote the Chinese industry's rise to the high end of the global value chain.


Then Miao Wei, Minister of the Ministry of Industry and Information Technology, said in an interview with the media that China’s transition from a manufacturing powerhouse to a manufacturing powerhouse will take about three decades or so. “Made in China 2025” is also the first three-step decade. The action plan is also a roadmap and timetable.

The main line of China's manufacturing industry will embody the digital and intelligent manufacturing of deep integration of information technology and manufacturing technology. From the strategic plan to the specific road map and timetable, “Made in China 2025” issued a declaration to the world at an unprecedented national level.

Collective confidence in home appliance manufacturing

Under the “China Manufacturing 2025” national strategy framework, the direction of high-end manufacturing for the Chinese home appliance industry was cleared.

"This year's show, all home appliance companies have played a concept related to high-end manufacturing and smart homes, which shows that under favorable stimulus, the home appliance manufacturing industry has started to apply more force to high-end manufacturing." March 11, During the Shanghai Home Appliances Expo, a senior home appliance industry reporter said.

Wisdom family is based on the family as the carrier, home appliances, the Internet is an essential basic element. With family relationships among family members as the link, we will use a new generation of information technologies such as the Internet of Things, cloud computing, mobile Internet, and big data to realize a healthy, low-carbon, smart, comfortable, safe, and caring family lifestyle.

Therefore, when formulating the “Made in China 2025” strategy at a high level of the country, smart households pushed by China's home appliance companies have ushered in good news. Because smart homes are a very important part of high-end manufacturing.

In fact, from 2010 onwards, China’s home appliance industry has made its way into high-end manufacturing, and it has successively claimed that it will create smart homes. From Haier U+ build housekeeper wisdom home to Sichuan Changhong wisdom family overall solution; From Skyworth's smart home system to TCL double + smart home platform, etc., smart family began to become China's home appliance industry force point.

The shift to high-end manufacturing and the use of technological innovation on the world stage are both an unstoppable trend and a unique path for companies to pursue technological innovation. Chinese home appliance companies are no exception.

Even European and American home appliance companies with a history of nearly 170 years are continuously innovating and creating demand, and smart homes are the main targets of these home appliance companies. Taking Europe as an example, during the period from 2010 to 2012, the European smart home and access products market grew by nearly 19% to reach 5,100 euros. By 2015, the average annual growth rate is expected to reach 8%.

Synchronizing with the world and even leading the international trend, this is the core of China's home appliance industry after being developed for decades. Taking Haier as an example, Haier Group has started a grid strategy since 2012. Based on the U+ smart home platform, it will transform itself from a single product to a leading company in the solution, and the factory will gradually shift from large-scale manufacturing to large ones. Customization of scale, and finally the realization of the interconnection of all platform products.

At Haier's Internet Innovation Conference, Haier’s signal is that Internet thinking is a zero-distance, network-based thinking. In the Internet era, once the equilibrium within a company is maintained, it can only wait for death. In the current era of Haier, it is necessary to establish an ecosystem of parallel platforms to break the internal and external boundaries of enterprises.

As early as October 2013, Zhao Yong, chairman of Sichuan Changhong, stated that Sichuan Changhong will launch a home Internet product form that fully realizes interconnection, intercommunication, and mutual control; the home Internet is currently the focus of the stage. Changhong will create an open platform, through this open platform to attract the majority of third parties and consumers to participate in Changhong's value creation and realize the strategic transformation of "terminal+big data".

There is no doubt that both Haier and Sichuan Changhong have high hopes for the smart family. The above two companies are just a microcosm of China's home appliance industry entering the smart family. Although the choices of companies depend on their path dependencies, they have a common vision on the road to smart homes and are starting to speed up.

In December 2013, a report released by Deloitte revealed that the reasons for the rapid development of smart homes are mainly the development of Internet technology, the increase of single family, the enthusiasm of people for purchasing smart home devices and services, and the awareness of environmental protection. Constantly enhanced.

For the Chinese market with a population of 1.3 billion, the demand for smart households is huge, and once the market is opened, it is immeasurable. Looking at the European market, they are full of desire for the future of smart families. The Deloitte company report believes that by 2017, smart home sales in the European market are likely to exceed 4.1 billion euros.

In the Chinese market, data released by the Ministry of Industry and Information Technology shows that by 2016, the global smart household income will reach US$235.8 billion, and the Chinese market will occupy 120 billion yuan.

Who will lead the Chinese high-end manufacturing?

The “Made in China 2025” target, known as China Industry 4.0, is: The added value of manufacturing ranks first in the world; the level of product quality in major industries is at or close to the international advanced level, forming a group of internationally renowned brands with independent intellectual property rights; A number of advantageous industries have taken the lead in achieving breakthroughs. Some strategic industries have mastered core technologies and are close to the international advanced level.

As far as the Chinese home appliance industry is concerned, some companies have already established footholds and are leading internationally in high-end manufacturing and core technologies. Taking Haier as an example, according to data released by Euromonitor, an authoritative market research agency in the world, Haier’s large-scale household appliances accounted for 10.2% of the global market in 2014, ranking first in the world. It is reported that this is the sixth time that Haier’s retail sales of large-scale home appliance brands have ranked first in the world.

Among them, Haier refrigerators ranked first in the world with 17% brand retail volume for seven years in a row, and Haier Refrigerator Co. continued to regain the largest manufacturer of refrigerators in the world with a share of retailer volume of 18.6%. In the context of the slow growth of the global refrigerator market in 2014, sales of Haier refrigerators continued to increase throughout the year, demonstrating strong brand strength.

In the high-end market, Casa di series high-end brands have attracted consumers' attention and won several awards. In 2014, one of the most influential German red dot awards was awarded to the 2014 high-end appliance brand Casati.

It is reported that in 2014, Casa de France launched the Langfang French door refrigerator to win the above award. This is another victory for Casa Imperial once again after winning the prize from Casa Imperial's Italian three-door and six-door refrigerator. At this point, all of Casa Di's refrigerator category won the red dot award, known as the "Oscar of Industrial Design" award - the German Red Dot Award seems to have a soft spot for Casa Di. After the three award-winning Casa Di has been baptized in the market, the secret to bringing European consumers closer is quality and fashion.

By the end of 2014, China's home appliance brands had won only a handful of European awards, and Casa Di Refrigerator won three German Red Dot Awards and has become a business card for high-end manufacturing in China.