2016-05-25 15:38
The machine substitutions into the mainstream trend of home appliance industry layoffs rise rapidly
[straight news network Beijing, May 25 news] (national grid) machine substitutions in the future will become a more common phenomenon in the home appliance industry. Recently, the United States released the 2015 annual report, the annual report shows that in 2015 achieved operating income of RMB yuan, down 2.28%, net profit attributable to shareholders of listing Corporation of yuan, an increase of 20.99%.
In fact, the United States in 2015 revenue decline is only a microcosm of the industry. It is understood that GREE has released 2015 annual report of the disclosure, listed in the first operating income and net profit for the first time in 20 years fell. GREE electric appliance in 2015 to achieve a net profit of RMB yuan, down 11.46%, operating income of $yuan, down 29.04%.
For the decline in performance, Gree Electric Appliances Marketing Department Minister Chen Chi Li said publicly that last year, the domestic market economic situation is not very satisfactory, which leads to the lack of demand for home appliances all aspects, and air conditioning are durable goods, the country has some stimulating consumption, though driven by the economy, but also advance the air conditioner market demand, resulting in recent air-conditioning market demand is insufficient. Also along with the growth of profitability, nearly two years of Gree realized greatly benefit to the people of the promotion policy, air conditioning products basically cut prices, ranging from 10% to 20% price reduction, resulting in the report data revenue decline.
Decline in performance may be leading to the United States in 2015 and GREE and other companies, the main reason for the phenomenon of layoffs. According to media reports said that beauty, Gree, Changhong, TCL, Hisense and other five brand's six listed companies, by 2015 the total number of employees over the previous year decreased 2.29 million, compared to 2013 reduce more than 2.5 million people, total number of six listed companies the largest layoffs has more than 3.5 million people.
Data show that the 2012 Gree Electric appliances in the total number of employees more than 8 million people, then gradually reduced, by 2015 has accumulated jobs more than 9500 people, and the group of the United States by the end of 2015, the total number of employees has more than two years before the peak by about 1.5 million people.
Layoffs and transformation and upgrading is not contradictory
Huge layoffs data seems to confirm the downturn in the home appliance industry. In the eyes of the superior Institute of Finance researcher of Shang Yan, household electrical appliance enterprises layoffs and enterprise transformation and upgrading, second is not absolute contradiction.
In the context of the current economic slowdown, China's manufacturing industry, especially the traditional manufacturing industry are more or less a lot of problems.
According to the statistical data shows, 2010 listed 1211 listed companies in the manufacturing sector, 2015 the total net profit for 3023.5 billion yuan, by 4684 billion yuan less than 2014, a decrease of 13.4%. Even more serious is that the profitability of these manufacturing companies in the face of sustained pressure on the whole.
Shang Yan in an interview with reporters that the home appliance industry's own cyclical profits down, to bring the heavy burden of enterprises is the biggest problem.
Through the relevant data of the evidence and the industry analysis, home appliance industry stagflation, collective enterprise profit shrink is an indisputable fact, the current development of the home appliance industry seemed to go into a "bottleneck". Coupled with the Internet upstarts such as millet, music and household electrical appliance enterprises divided food appliances "cake" makes the development of enterprises is "worse".
"The process of transformation and innovation has a long way to go, need to change space time." Shang Yan believes that the current stage, many traditional business, although they have decades long, but in the business model and philosophy, still only a simple OEM thinking, lack of according to the demand of individual consumers keen market sense. In this regard, regardless of the enterprises, the government or the entire national economy, if short-term internal energy trying to "wring" artificially high cost, the reconstruction of the price advantage, to win a transition period, to support innovation and transformation, support higher levels of open, or can become the future of Chinese manufacturing enterprises survival and development way.
As well-known home appliance industry experts Qiushi, the mainstream household electrical appliance enterprises layoffs, be sure to divided into two dimensions of the whole interpretation.
Qiushi when accepting a reporter to interview, said the Chinese household electrical appliance industry, after 30 years of rapid development, China's household electrical appliance industry volume has risen to $1.5 trillion scale, in the global appliance market, Chinese household electrical appliance manufacturing has been in the global home appliance manufacturing big country cavalcade. However, although China is a big country home appliances manufacturing power is not a home appliance manufacturing, therefore, the transformation and upgrading of the home appliance industry is imperative, the three key core tasks lies in talent, technology and brand.
"Machine substitution is the mainstream trend
Shang Yan believes that the household electrical appliance industry layoffs are mainly affected by labor costs, the cost of raw materials and corporate profits decline and other factors, the global economic downturn led to the withdrawal of foreign investment is also one of the reasons.
In some industry view, the household electrical appliance enterprises layoffs not only is not a crisis, but is an opportunity. Cheng home appliance industry veteran observers Liu buchen said publicly that layoffs are actually made in China to upgrade the enterprise layoffs and intelligent manufacturing 2025, factory automation has a direct relationship.
It is worth mentioning that, there are data show that on the machine instead of artificial aspects, the United States in terms of investment will be more than 1 billion yuan, Haier has also initially built up the prototype of the internet. Even more exaggerated, GREE digital control of the production unit makes a huge number of workers in the workshop.
It can be said that with the large household electrical appliance enterprises in recent years, vigorously carry out the transformation of production lines, the current machine replacement in many enterprises is not a new thing.
"Home appliance enterprises have changed the way of development, the traditional view that the household electrical appliance industry is labor-intensive, capital intensive, technology intensive" three intensive "industry." Qiu believes that with the Internet plus the arrival of the era of industrial automation degree increasing, intelligent, intelligent robot, will become the trend of the development of the mainstream home appliance industry, machine substitutions is an effective means to improve labor productivity, China home appliance industry is finished the second leap, from the traditional "labor intensive, capital intensive" to "technology intensive, personnel intensive, capital intensive and technology intensive transformation. That is to say, the standardization of production line will gradually replace the ordinary operators by robots.
Enterprise restructuring ecological value chain
At present, the home appliance enterprises as a creeping forward fighters, on the one hand in the plight, on the other hand also had to carry out the transformation and upgrading.
Shang Yan said that the home appliance industry has developed as a mature cyclical industry, in the absence of additional special stimulation of the premise, the future will be stable and low growth rate, low sales growth will become the new normal".
The reporter, since 2014 China's household electrical appliance industry gradually entered a period of adjustment, boom index decreased, early-warning index into partial cold "blue light district." On the other hand, with the overall household appliance market entering the mature stage, the home appliance industry the whole category of sustained high growth era has become the past, total to enter the stationary phase of growth, including air conditioning 2015 into the channel to the inventory cycle.
Shang Yan said that with the increase of consumption level, change the ideas and habits of users, home appliance industry in the future enterprise will be reconstruction of ecological value chain, in the product tends to be intelligent transformation and upgrading, and become an important part of the networking and smart home. In the business model, through the electronic business platform for channel integration, and gradually to the three or four lines of urban and rural.
So, the future of China's household electrical appliance industry will form a pattern of how the competition is still color prediction, the industry in the need to shuffle, the active transformation of the layout of the long-term market segments leading enterprises will come to the fore. For example, the active layout of the smart home of Qingdao Haier, the United States group, to deepen the reform of the owner of the channel electrical appliances, etc..
Qiu believes that the Chinese home appliance industry is in a critical period of transformation and upgrading, overcapacity, imbalance between supply and demand is the home appliance industry has to face the problems, quality and efficiency, increase income and reduce expenditure, "to the inventory, cost reduction, short board will be at present and in the future a period of home appliance industry the main task and also is the supply side structural reforms in the home appliance sector deepening. The most critical is the degree and depth of intelligent layout, in addition to who has a first-class talent and core technology. 3
(original title: machine substitutions into the mainstream trend of home appliance industry layoffs rise rapidly)
Editor: Xiao Shen
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