2013 is the year of global strategic transformation of home appliances

According to foreign media reports, the US Consumer Electronics Association (CEA) recently announced the 2012 global digital home appliance sales report, the report shows that global digital home appliance sales decreased by 1% year-on-year, while the entire home appliance industry also showed a downward trend. What kind of market situation will the home appliance industry face in 2013?

Moderator: Hello, everyone, according to foreign media reports, the Consumer Electronics Association of the United States recently announced the 2012 global digital home appliance sales report. The report shows that global digital home appliance sales decreased by 1% year-on-year, and the entire home appliance industry also showed a downward trend. What kind of market situation will the home appliance industry face in 2013? Today we have a chat with Mr. Luo Qingqi, a senior director of Pall Consulting. Hello, Teacher Luo.

Luo Qingqi: Hello.

Moderator: Luo, how do you see the global decline in the home appliance market in 2012?

Luo Qingqi: I think this is one of the phenomena. Now everyone feels that they are in a global economic recession. It feels terrible. It is the economic pressure. I think this is one of the obstacles. But the bigger obstacle is not this economic recession. It is another new force, that is, the entire market is ushering in an era of deepening informationization. Why is the second factor more frightening than the first recession? Its realization is in a recession. We now find that the pressure is relatively large. It happens that another factor has also emerged, that is, the whole society has become networked. What is the result of networkization? It is the transparency of the entire consumer end. The premium ability of consumers has become stronger. The personalization of consumers has become stronger. It is what we call big data. Consumers are standing in the form of big data. In the process of industry links.

Moderator: In 2013, various countries made predictions about the economic situation. What do you think will happen to the global supply and demand relationship of home appliances in 2013?

Luo Qingqi: There is a big influence. The original global prosperity is that our supply capacity is to follow the prosperity to strengthen the supply of power, and the supply capacity is getting bigger and bigger. After a sudden recession, the supply capacity is frozen and there will be a big recession, especially Like our big manufacturing country, it basically has a hard manufacturing system. When demand falls or shrinks or low growth, we are more difficult to cope with, because some production capacity will be surplus, which is a problem.

Moderator: Judging from the current economic situation, in 2013, the United States will continue to implement monetary easing policies. What will be the impact on the global home appliance industry caused by the continued implementation of monetary easing policies by the United States?

Luo Qingqi: There is a big negative effect. That is, your cost will be higher, the dollar's liquidity will increase, and the cost of the company will be high. This is one. But now a bigger recession is a psychological recession. Because when the global economic recession occurs and electronic media is now so developed that global consumers are coping with the recession and their psychological expectations are synchronized, global psychology is declining. This squeezes demand and squeezes demand. What results afterwards? The original supply capacity is very large, but now the demand has been squeezed, coupled with high costs, there will be a high-cost operation, low-cost sales.

Moderator: You just talked about the problem of rising raw material prices. After the introduction of this kind of US policy, what kind of cost pressure will the home appliance industry face? How should we deal with this pressure?

Luo Qingqi: High-cost operation, low-price sales. This profit is definitely a negative or weakening. But a very important coping style, I personally think this is an opportunity. Why is it a chance? Now that we have indeed emerged this problem, the environment is not good. It has formed a suppression or formed a blow that is a blow to the old kind of old production methods. Our original economic operation logic is inhibited and we need to There is a new logical alternative. In other words, if a large amount of supply capacity is frozen, the flexible supply capacity will not freeze. The cost, I think, is not a problem and demand is a problem. If we find it here, you can quickly adjust your production system and make strategic adjustments. For example, after the demand mutates, our upper body should be strengthened. That is, our ability to capture data must be strengthened. Without this, your manufacturing capacity will have no manufacturing system. This is a problem.

Moderator: What you mean is that we need to strengthen our understanding of demand information.

Luo Qingqi: Yes. We originally wanted other people to give us what you want. You go to large-scale processing and production. Now that the needs of others are very small for you, or the needs of others for you, then what should you do? What do I think about this transition? I think the economic crisis is the future. Assuming the end, I think our economic operation will not enter this state. The economic crisis is always there and there is a certain period, but your business model must be transformed. Why do you want to make a transition? That is to say, if our economic crisis is over, or if we enter a long period of low growth or negative growth, how can you prosper in your prosperity? The period can be profitable, but now it is a test of how to make profits during periods of low growth or negative growth. Our profit comes from the gift of the environment. This prosperity does give you a great gift. Now that this gift is not given to you, we must test your ability.

Although this negative environmental impact is very large now, we now need to explore how to use this negative environmental impact. For example, if the market is a hundred percent, after the freeze, it will become 70 points or 50 points after the recession. However, you can get many points in the 50 points. Consumers need something cheaper now. This is something that consumers need to be more personal. Your R&D system, manufacturing system, or demand capture system can keep up with changes in demand. I found that the crisis is actually more crippling for consumers than factories. Because it faces a high-cost environment, there is a lot of pressure. I have to find my cost needs and functional requirements. I think the factory's door has been opened by consumers. He walks into the factory's production workshop. After entering the factory's laboratory, the wall of the company was opened by consumers. In fact, the factory and the consumer are becoming one, the consumer becomes the consumer producer and becomes the production consumer. He is not the final one of the entire supply chain. Ring, said I pushed things to you. Now I say that I am a producer and I am also a consumer. I must intervene in this system to produce and manufacture. Now that we have a lot of production systems, our economic operating system, and manufacturing system, it still shuts the door tightly. What are the concepts of consumers? What do consumers don’t know? You don’t know what consumers you make. In the end, you create a confrontation between consumption and supply. This is especially true when the supply declines. The original confrontation can be resolved. Because the ability to cut prices has now weakened. Now if consumers do not understand you, he still faces you, then your pressure will be great.

Moderator: Or a topic you mentioned before, that is, a kind of customized product.

Luo Qingqi: Yes. This custom I think is not simply a small-scale customization, there must be a large-scale customization. Not simply dealing with a few consumers, that is to say, I think that in the recession period, consumers’ IQ increased, and the factory's IQ increased, which means that consumers should be included.

Moderator: The more he is at this time, the more he knows what he wants.

Luo Qingqi: What is the concept of our response to the demand? The supply chain itself is dealing with the crisis. One way to deal with the crisis is to cut production and reduce staff. I think that the best way to deal with the crisis this time is not to reduce production, but to increase production. Or increase production to increase production. This increase is not to increase the company's personnel, it is to increase consumers, so that consumers can help you to do, this is not the same as the previous consumption methods, can you increase the consumer, help you to manufacture, help you accurately guide Manufacturing, this I think can overcome the economic crisis.

Moderator: Back to the domestic situation, from the domestic environment, the home appliances to the countryside this policy, just mentioned you such a gift, January 31 will also be fully over, looking for new growth in domestic demand will become a domestic The first problem facing home appliance companies. What do you think will become a new growth point for stimulating domestic demand? What resources in China's home appliance industry can be used?

Luo Qingqi: When the economy booms, it is the environment that gives us subsidies. Now that the world is in recession, the government will give us some support. For example, in terms of new growth demands or policies, I think this is an external factor. This is of course good. It has a great boost or support for our company. But what is the more important way? Or does it give you subsidies for the environment? . For example, if the environment does not give you subsidies, the government will give you support now. It will find some policies and will find some structural adjustments to do this thing, but it is still an environment because the Chinese government can do this in the Chinese market, but it cannot control it. The market in other countries, so this environment is still small. How we look at it from a global perspective is that you give the environment a subsidy. This is a logical subversion. For example, in this recession, foreign capital has also been greatly suppressed and suppressed and suppressed more than we have, such as Japanese companies. But it does not mean that you win when the demand is released, and you lose when the demand shrinks. In the current industrial environment, when everyone is not available, who is now adjusting the game quickly, what kind of adjustment do you make? That is, your manufacturing form and strategic form must be subverted, not that the crisis has killed us. Basically, there is now a phenomenon that regards the crisis as a plague and confronts the crisis. I hope that I can make the transition to the next paragraph. This is wrong. I think the crisis is a good friend of ours. Did you adjust and the crisis is not a good friend?

Moderator: Still depends on the speed of the enterprise's own adjustment, and better adapt to the current direction of economic development.

Luo Qingqi: The environment cannot always be prosperous. It is in an environment where there is no prosperity, no prosperity, or similar recession. Just like the sea, the surface of the sea is not flat, it must be oscillating, and the economic environment must oscillate. It is critical that a set of operational logic can adapt to an oscillating environment. This time there was a big oscillation. Now that we are in the plane and on the land, it is better to walk on the water. It means that you have to build your entire business logic and adapt to the very turbulent market pattern. It is a support key.

Moderator: Do not wait for the environment to adapt to you, you need to adapt to the environment.

Luo Qingqi: You can adapt to the environment. I talk about a very important concept. You are subsidizing the environment. At this time, you need to give subsidies to consumers and give subsidies to the market. If you give him a better subsidy, this subsidy must come from the business. The qualitative change or subversion of logic.