Home appliance companies seek industrial transformation to meet the turning point of development

According to the data released by the National Bureau of Statistics, the total profit of China's home appliance industry in the third quarter of 2012 was 18.48 billion yuan, a slight increase of 26.5% from the same period of last year. The growth rate was only 8.7 percentage points faster than the previous quarter, and the overall improvement was narrow and the pace of development was slow. , Appliance industry is about to usher in a new turning point in development.

At the end of 2012, many home appliance companies will make a "cold winter" in the bottom-up development industry. As a leading enterprise in home appliances, Meiling is struggling to learn internal strength. Through the mastery of core technology and consumer demand, it has established a high-end transformation and development direction. Its “smart” and “energy-saving” dual-energy advantages have become an important force in promoting industrial transformation and upgrading. . In the first three quarters of this year, Meiling achieved a total operating income of 7.55 billion yuan, a net profit of 151 million yuan, an increase of 15.29% year-on-year, and an anti-market increase.

Leveraging innovation as a lever to instigate industrial transformation For a long time, China’s manufacturing innovation capacity is low, and structural adjustment is slow. Compared with the manufacturing industry in developed countries, the gap still exists for a long time. The reason is that the key technologies are still in the hands of developed countries. As a relatively mature industrialized home appliance industry, after several major reshuffles, some backbone enterprises that have mastered core technologies are promoting the leap-forward development of the industry.

As a local home appliance manufacturer, Meiling regards innovation as the core competitiveness of the company, relying on the “two houses” and “two centers” research institutes, engineering institutes, technology centers, and product development centers. Meiling actively develops new materials, new technologies, and new processes. And the application also pioneered the creation of the chief scientist mechanism, and jointly with domestic universities and Sichuan University of Science and Technology, as well as the Chinese Academy of Sciences, to jointly undertake national-level projects, which greatly enhanced the research and development capabilities and the speed of new product development.

With the evolution of consumption patterns and the acceleration of the smart city construction process, Meiling has gradually mastered the core technologies of active control, food management, human-computer interaction display interfaces, etc., targeting the field of refrigerator intelligence, and launching its latest Athena Smart II for the market. The refrigerator 537WIPB.

This luxury smart refrigerator has multiple intelligent applications such as remote control, intelligent voice, multi-screen interaction, recipe push, personalized customization, etc., which brings consumers a "revolutionary" home appliance experience, making China's refrigerator products from static food storage. The box spans directly into the human-computer interaction era of food management. By building a two-wheel drive system that combines core technology and consumer demand, Meiling has established a competitive paradigm created by itself.

To "green" to benefit Meiling to seize the opportunities In recent years, with the development of green and low-carbon economy, the manufacturing industry has also stepped up the pace of structural adjustment, mainly in the direction of manufacturing energy-saving, environmental protection, low-carbon, and healthy products.

The monitoring data of the Yikang 1st and 2nd-level cities’ retail markets show that since the implementation of the energy-saving Huimin subsidy in June this year, the sales volume of the refrigerator energy-saving Huimin successful model has increased from 11% to 42%, and the energy-saving refrigerator market share has further expanded. Low-carbon economy is "dyeing green" in the home appliance industry. At the same time, in the first batch of energy-saving product promotion catalogues announced by the country this year, 213 models of Meiling energy-saving refrigerators and 24 models of freezers were selected, and a total of 237 products were awarded to the list, setting an industry benchmark for energy efficiency.

As a well-known domestic refrigerator company, Meiling has been adhering to the exploration and development of energy-saving technologies for over 30 years. It has developed and applied core advanced energy-saving technologies such as 18 energy-saving weapons and five national patents. Front-end of home appliances energy-saving field.

With the green home appliances R&D capability platform, Meiling has comprehensively enhanced Meiling's green design technology from the aspects of power consumption, environmental protection materials, hazard analysis, product structure system innovation, etc., to create energy-saving and environmentally-friendly products that are truly in line with consumer demand. "The 'Meiling type' energy saving is achieved with the aim of reducing the consumption of electricity as much as possible with the consumption of raw materials, so that the refrigerator will have minimal impact on the environment throughout the entire life cycle, from production to disposal," said the responsible person of Meiling.

According to reports, at the initial stage of the refrigerator design, Meiling fully integrated the concept of green design and advanced design concepts, and took advantage of the “pan-hong system” full-industry chain, and Meiling adopted the top-ranking domestic producers Huayi and Gaxibella as its quantity. The high-efficiency compressors provided by the company provide solutions for high-efficiency and frequency conversion of the whole machine, ensuring the high efficiency and energy saving of refrigerators from the “heart” compressors of refrigerators, and promoting the high energy efficiency and green upgrade speed of the Chinese refrigerator industry.

Strengthen the advantage of production capacity Occupying the “high” area of ​​the industry In fact, the transformation and upgrade has become a strategic arrangement for the home appliance manufacturing industry to reshuffle in the market economy. The result is the emergence and growth of high-end industries. In November 2012, the 3,000-million-dollar Athena luxury production line was completed and put into production. It was one of the “three major expansion projects” that Meiling had financed for RMB 12 billion in 2010. It lasted for one year and eight months. 80000, the three modern production lines built can carry 2 million units of 300L or more high-volume luxury refrigerators each year.

According to the relevant person in charge of Meiling, in fact, as early as 2006, Meiling had already launched a self-developed Athena series of high-end refrigerators for the market. With advanced design concepts and independent research and development of core technologies, Meiling brought more than simple products. The appearance change is the innovation of domestic refrigerator manufacturing concept.

By strengthening the ability of independent innovation and promoting the construction of independent brands, Meiling broke the pattern of domestic foreign high-end refrigerators that had dominated the domestic high-end refrigerator market, and created the “Athena phenomenon” at that time. After years of development, Meiling Athena's product development has shown a trend of high-end and serialization. The market-selling Athena 560 series, 450 series, 350 series and 310 series have won the "Epland" and "Plus-" X and many other domestic and international awards confirm the magnificent transformation of Meiling's high-end development.

The increase in the scale of production capacity has once again become a powerful lever for triggering the transformation and upgrading of Meiling. At the same time, Meiling has also set a precedent in the industry and launched "Athena refrigerator compressors free replacement for ten years." As a further upgrade of Meiling's quality service, this move not only solidifies the leading position of Meiling in the high-end and high-end refrigerator market, but also promotes the service upgrade of China's refrigerator industry. It will surely guide and promote the healthy development of China's home appliance industry.

At the recent launch of the new Meiling Athena conference, Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in the increasingly competitive home appliance market, Meiling has taken a different path to innovate and guide the upgrade of the refrigerator industry, with a high-end strategy to seize market opportunities. Will create another piece of "spring" in the home appliance industry.