Step positive: China's home appliance industry lacks high-end supply of low-end oversupply

The “China Household Appliances Development Summit Forum” was held in Shanghai on March 20th. The theme of this year’s forum is “Industry Outcomes in a Complex Pattern in 2012”. When talking about the development of home appliances in China, Mr. Bu Zhengfa, president of China National Light Industry Industry Association, said that it is the home appliance industry that there are excess supply of low-end products, insufficient supply of high-end products, lack of independent innovation capability, lack of core technologies and brands with world influence. Many challenges faced.

The following is the focus of the speech:

The home appliance industry is an emerging industry that has developed since the reform and opening up. China's home appliance industry has seized the opportunity of the global home appliance industry transfer, adhered to the reform and opening up, persisted in the trend of marketization and internationalization, and continuously improved its ability of independent innovation to adapt to home and abroad markets. The demand has become a major household electrical appliance producing country with a certain international competitive advantage, a major consumer country and a major supplier country. Since the outbreak of the international financial crisis, China's home appliance industry has conscientiously implemented various national decisions to deal with the crisis, overcame the difficulties of foreign environments, increased production and operating costs, and maintained rapid development. In 2011, China's household electrical appliance industry achieved a total output value of 11.225 billion yuan, and exported 4.2 billion U.S. dollars. Its output, sales volume, and exports all reached a record high. At the same time, we are soberly aware that the current situation facing our household appliances is very serious and complicated. The debt crisis in Europe is far from over. The momentum of world growth has weakened significantly. Economic globalization has been developing tortuously in major changes in the economic system and industrial structure, and trade protection has become more prominent. The developed countries have accelerated the adjustment of their economic and industrial development strategies, strengthened the development of the real economy such as manufacturing, and sought to restore and expand the domestic product’s share in the international market and rely on scientific and technological advantages to occupy the commanding heights of the industry. Domestic economic growth has slowed down, and demand growth is facing downward pressure. The home appliance industry faces multiple difficulties in the rising costs of factor costs in domestic and foreign markets. The low-end production should be oversupply, the supply of high-end products is insufficient, the capacity for independent innovation is insufficient, and there is a lack of core technologies and brands with global influence. The home appliance industry is faced with many challenges to overcome the long-term accumulation of deep-seated contradictions and to deal with new complex environments.

Despite the complex and severe economic situation this year, China’s home appliances are still in an important period of development opportunities. People’s demand for home appliances is diversified, and it is still a powerful driving force for the development of the home appliance industry. The process of industrialization in China’s industrialization is huge. Opportunities for development, the state intensified construction of macro-control such as affordable housing construction, created conditions for the development of home appliances, and improved the conditions for construction. China’s home appliances still have certain advantages for a long period of time, achieving positive interaction in import exports and improving the level of going out. Broad space for development. I feel I should focus on the following points.

First, speed up structural conditions, transform and upgrade, meet and expand consumer demand. With the development of our economy and society and the comparison of people's living standards, the consumption of household electrical appliances is characterized by diversification and individuation. The demand for high-end consumer goods and services is developing rapidly, and a large number of mid- and low-end products are facing upgrading. In order to expand people’s demand for home appliances, this requires us to increase product development, accelerate transformation and upgrading, and adapt to the changes and needs of the consumer structure. This year, Home Appliances Expo has displayed many new products. While expanding domestic demand, we must We must not weaken existing export advantages, consolidate the development of home appliances in the international market, adapt to new changes in market demand, adopt multiple channels and methods, and increase the level of going abroad.

Second, rely on scientific and technological progress to enhance the ability of independent innovation. Innovation is an inexhaustible motive force for the development of emerging industries and the enhancement of competitiveness, and in accordance with the industry goals and technology roadmap for satisfying consumer demand, reliable performance, intelligence, energy conservation and environmental protection, advanced manufacturing, and accelerating the core technology of home appliances, energy saving and reduction Platoon technology, import substitution technology, focus on resources, integrate resources, give full play to the role of industry, university and research, strengthen reinvention efforts, achieve breakthroughs in core technology innovation, form independent intellectual property rights, continuously improve competitive advantage, accelerate attention and accelerate e-commerce and network Application of technology in the R&D, manufacturing, sales and service of home appliances, advance research on the impact of new energy, new materials, new generation network technologies on the development of home appliances, and measures to actively create conditions to grasp the initiative in home appliance development and occupy the home appliance industry High ground

3. Adhering to winning by quality, enhancing the influence of independent brands, good quality, high-quality service, scientific management, and credit management are the lifeblood of the company's development. In the long-term fierce market competition, the household electrical appliance industry continues to improve the quality management system and the supervision mechanism. To fulfill the responsibility system of social responsibility and create scientific and effective management experience, in the current situation, we need continuous innovation, relying on management innovation to improve its comprehensive strength and competitiveness, and in particular, we must vigorously cultivate and develop independent brands and further strengthen research and development. And designing, adapting to consumers' own quality brand, performance, style, service and cultural connotation of their own brand products, using a variety of ways and channels to improve the coverage, visibility and influence of high-quality brands, and cultivate a batch of domestic and foreign markets Strong competitive power and global influence of independent brand-name products.

Fourth, build a high-quality leadership team and professional skills personnel. The key to the development of industries and enterprises lies in people. The household appliance industry is a market-oriented and internationalized industry. The tide of reform and opening up and fierce market competition have created a large number of competitive enterprises and outstanding entrepreneurs. The Yangtze River has pushed forward and the competition for talents is endless. We must stand at a new historical starting point to further emancipate our minds, expand our horizons without sticking to our existing experience, advancing with the times, building a high-quality leadership team, pooling wisdom and strength, and nurturing talented professionals and skills in a down-to-earth manner. Talents provide reliable organizational guarantee and intellectual support for enterprise development.

V. To create a good environment and conditions for the development of home appliances, it is necessary for the government to increase its support for the home appliance industry in terms of development strategies, plans, policies and measures, key scientific and technological projects and projects, and brand cultivation. Through the role of corporate themes, promote the refinement of government decisions, increase the pertinence, effectiveness, and operability of policy measures, attach great importance to the impact of resource and environment on the development of home appliances, and aim at the development of national energy conservation and environmental protection goals and standards. Study and formulate effective countermeasures that are conducive to the sustainable development of China's home appliance industry, tackle the scientific and technological problems in the home appliance industry, strengthen the right to speak in international counterparts, and provide timely and effective public services. Correctly handle media public relations, promote the healthy development of enterprises, safeguard the relationship between the rights and interests of consumption and the rights and interests of enterprises, and actively strengthen the communication with the media, objectively and timely response to the real situation to create an environment of equal competition for the development of the home appliance industry and a good Public opinion atmosphere.

For many years, the home appliance industry has been growing in the fierce competition of the survival of the fittest. In the face of complex and grim circumstances, it is believed that China’s home appliances will be able to overcome difficulties and make progress, creating a new round of rapid development of the home appliance industry. Thank you!

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