Acquisition of independent brands, the revenue of home appliance giants is not lower than that of domestic brands

　　"Going out" by Chinese home appliance companies is no longer a slogan. It is understood that the overseas performance of home appliance giants such as Haier, TCL, Midea, Hisense, and Skyworth is growing rapidly, and overseas revenue is expected to surpass domestic revenue this and next two years, and most of the revenue comes from independent brands.

　　In recent years, Chinese home appliance giants have frequently appeared in the international market. TCL, Skyworth, Gree, Haier, Midea, Hisense and others have all increased their layout in overseas markets and have continuously acquired overseas high-end home appliance brands.

　　Li Dongsheng, chairman and CEO of TCL, said that TCL's overseas business revenue will account for more than 50% in the future.

　　At present, nearly half of Haier and Midea's assets and revenue come from overseas respectively. More importantly, they have basically completed a global brand layout and formed a network of global R&D resources and supply chains.

　　This year, after completing several overseas acquisitions, they accelerated the transformation from product output to brand output and management output, playing the march of transformation of multinational companies.

　　Although the above-mentioned home appliance giants have adopted acquisitions and cooperation methods to enter overseas markets, the market strategies of these companies are not the same. Zhou Nan, Secretary-General of the Home Appliance Branch of the China Chamber of Mechanical and Electrical Import and Export Chamber of Commerce, said that Haier and Midea's cross-border mergers and acquisitions are targeted on the one hand, such as Haier's acquisition of GE Home Appliances mainly aimed at the US market; on the other hand, in order to enhance R&D capabilities, Midea's acquisition of Kuka improves its intelligent manufacturing capabilities.

　　According to Li Dongsheng, TCL has implemented different strategies in different overseas regions, such as in emerging markets such as Vietnam, TCL has set up production bases. In Europe and the United States, we will adopt the acquisition method and then gradually establish our own brand . According to IHS data, in the first quarter of 2017, TCL shipped 950,000 color TVs in North America, accounting for 13% of the share, jumping to the third place in the North American color TV market for the first time.

　　In 2016, Skyworth's overseas TV sales revenue increased by 3.8% compared with the previous year, of which 13.3% contributed to Skyworth's own brand sales. In 2017/18, it is expected that overseas sales will reach 10 million units, of which 50% of them are Skyworth's own brand.

　　In the first half of 2017, benefiting from the completion of delivery and integration of overseas acquisitions of Kuka, Germany and GE Home Appliances in the United States, Midea and Haier's operating income both achieved a rapid growth of about 60%, and officially entered the stage of global operation.

Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net

 If you don’t understand any questions, please click to consult and we will answer them. If you don’t understand, you have to ask, and you need to keep learning to grow.