OFweek smart home network news: China's home appliances with smart manufacturing, has become more reliable and stable. In the new year, Chinese home appliance giants have pushed for smart manufacturing and actively exported to external manufacturing peers, creating a new profit model for smart manufacturing. The Japanese home appliance companies from the European and American markets to the Chinese market, basically unable to support overseas operations, retreat, but in spite of this, Japanese companies still maintain a dominant level in the upper reaches of the industrial chain, and occupy an absolute advantage.
The intelligent trend of the home appliance industry will intensify after entering 2017. Whether it is the traditional black and white, or the fast-growing small household appliances in recent years, if the products do not have any intelligent elements, I am afraid it will be difficult for consumers to see. In view of this, many home appliance manufacturers have accelerated the pace of technological innovation. At the beginning of the CES and the recent AWE, the term "black technology" was used more often.
According to the 2015 global household appliance brand list released by the survey company Euromon Information Consulting, the top ten companies in the United States and the United States ranked second with a share of 4.6%; Matsushita ranked fifth, accounting for 2.9%; Haier Group occupied 2.7%, ranking seventh. In 2016, after Haier purchased the home appliance business of GE, the alliance between Haier Group and GE accounted for 3.4%, which is higher than Panasonic.
Whether it is black appliances (black electricity) or white goods (white electricity), the Chinese army quickly rises. As the home appliance industry matures, Japanese brands gradually lose their technological advantage.
The “misfortunes†of Japanese companies are different, and the way in which sales are reduced is quite similar, while the Chinese-owned household appliance companies start the acquisition model and go ahead. In 2016, Hon Hai Group acquired Sharp for 700 billion yen; in the same year, Toshiba's white-on-white business was sold to Midea Group; earlier, Sanyo’s home appliance business was sold by Panasonic to Haier.
From the perspective of market share, Japanese household appliance brands gradually withdrew from the stage. Taking the color TV of core products as an example, according to Quzhi Consulting, the global shipments of LCD TVs in Korea, China, and Japan accounted for 32.5%, 29.9%, and 14.2%, respectively, in 2015; China, with its share of 33.9% for the first time, declined to 11.7% in Japan. Qunzhi Consulting predicts that in 2017, Japanese brands will continue to decrease to 8.9%.
From the perspective of the downstream of the industrial chain, China's household electrical appliance enterprises have steadily increased and have driven the development of upstream industries.
First, the Chinese market is huge. Domestic brands have a demographic dividend from the very beginning; in previous years, the state's subsidy policy for household appliances also gave Chinese companies a market that is fully competitive;
Second, domestic brands have advantages in industrial chain integration, low labor costs, strong manufacturing strength, and falling prices of home appliances, which put pressure on Japanese brands;
Thirdly, the sales channels are diversified. Chinese manufacturers have obtained dividends from callers in recent years;
Fourthly, domestic companies have also rapidly deployed upstream core technologies that were previously lacking. For example, BOE, TCL and other companies have invested heavily in TV panels.
However, in the home appliance market, there has been such a phenomenon. Although the share of Japanese home appliance companies is decreasing, the brand is still in existence, and there are technological licenses, and more is the withdrawal of manufacturing and sales. For example, the industrialization of OLED technology is mainly completed by Sony, and Gree air-conditioning control chips are imported from Japan. Home appliance technology is relatively mature, not particularly sophisticated technology, does not concern the country's economic destiny, so Japan's domestic sales of home appliances business mentality is relatively calm.
Looking back at the domestic appliance market, in the context of the gradual decline in the cost of automation equipment, such as the United States, Gree, Skyworth, Galanz, Hisense, Chigo, Omar, etc., as early as four or five years began to explore the field of industrial automation, transformation and upgrading.
Compared with the "big buyers", Gree emphasizes "independent research and development." Regardless of the means used to cut into "smart manufacturing," both parties are on the same route. The home appliance industry is undergoing "self-revolution" and "rebuilding" the original processes, systems, and technologies.
At present, smart home appliances are flourishing in the market, and with the increase in categories, the home appliance industry is aiming at providing full-house smart solutions. At the China Household Electrical Appliances and Consumer Electronics Expo (AWE2017) in March, Gree created the "Future Living Experience Hall" to convey the concept of "make life simpler" for smart homes; the theme of "Better Life, Global Platform" was displayed by Midea. Its smart home full set of solutions.
From the “intelligence†of production operations to the “intelligence†of products, home appliance companies are marching toward the field of “science and technologyâ€. How to increase operating efficiency and reduce operating costs has become a question for home appliance giants. At present, although Japanese brands are difficult to sustain in the sales of end products, they still maintain a dominant level in the upstream of the industry chain and have absolute advantages in raw materials and equipment. The transformation of Japan’s home appliance companies will eventually take more time to verify.
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