The global household appliances sector will accelerate restructuring in the context of the US debt crisis

Recently, the global electronics industry is not calm: First, the US IT giant Google announced the acquisition of Motorola, a world-renowned telecommunications equipment manufacturer, followed by the global PC giant Hewlett-Packard announced a strategic restructuring plan to peel off personal PC business, while the Japanese electronics industry was deeply involved in the collective With a loss, some companies even got rid of the pressure by selling assets, and Chinese home appliance companies have also fallen into a panic when domestic stimulus measures such as home appliances go to the countryside.

Under the background of European debt and the US debt crisis, the global economy has entered a recovery trajectory in the distant future. The relative weakness in the demand for electronic products brought about by the unstable global economic situation and the abnormal fluctuations in the cost structure have caused traditional household appliance manufacturers to face a dilemma. In order to develop the situation, enterprises that cannot adapt to changes in consumer demand through mode adjustment are rapidly declining. The most typical is that the original industry giants developed in the era of excess are facing not only the sharp decline in market share, but also the occurrence of events in the sales of industrial sectors. This seems to indicate that the global appliance sector restructuring is accelerating.

Since the outbreak of the financial crisis, inflationary pressures have rapidly spread across the globe and global consumer electronics demand has been shrinking. At the same time, the excess liquidity of the U.S. dollar continues to push up global commodity prices. The intrinsic cost structure of global household electrical appliance companies has been broken. The prices of global raw material and production factors have continued to rise. Companies have been backing up the prices of raw materials and human resources. Cost burden. However, the financial crisis brought to the global industrial community is far from a change in the cost structure, but it has completely subverted the original market ecology and caused consumer demand to fluctuate repeatedly. With the global industry entering an era of excesses, especially under the fluctuation of global consumer demand triggered by the global financial crisis, how to accurately and quickly meet user needs has become a common issue faced by the global industry. Once companies are unable to quickly grasp and meet user needs, it is likely that Falling out of demand and causing companies to quickly decline.

It is undeniable that, along with the changes in the global economic situation and the market ecology, the global home appliance industry has undergone a subversive transformation. The situation of Motorola, Hewlett-Packard and the Japanese electronics industry is not only caused by the repetitive and volatile global economic situation, but also more important. It is an objective reflection that its development strategy cannot adapt to the current market situation. In other words, the recessionary situation of these companies is caused by their own strategic recession. Once they can't adjust in a timely manner, future mergers and acquisitions by new companies are within expectations.

Judging from the current state of industrial development, most of these oligopolistic enterprises have grown up in the era of product shortage. They have built an industrial structure and development model that can achieve steady development at that time. In the era of the Internet economy, in the face of ever-changing consumer demand, these companies have become powerless under the original management structure and suddenly fell into a state of out-of-control demand. Motorola failed to adapt to the trend of intelligent mobile phones and HP could not accurately keep up with the PC. The wave of change. All kinds of signs indicate that the era of relying solely on manufacturing products to wait for consumers to purchase is no longer a thing of the past. How to develop products based on changes in consumer demand is the only way for companies to achieve steady development.

The biggest impact brought by the Internet economy era to the home appliance industry is to promote the transformation of the entire industry from large-scale manufacturing to large-scale customization. In this process, constantly changing consumer demand has played a crucial role. In essence, the Internet economy era has achieved a relative reversal of the roles and processes of industries. Consumers have changed from passive recipients to active proponents of demand (or products).

Different from the previous one-way “manufacturing enterprise-channel-consumer” industrial process, the Internet economy era requires the entire industry to form a two-way industrial process of “consumer-manufacturing enterprise-channel-consumer”, which means that in order to adapt to the increasingly individualized As for the consumer demand for fragmentation and fragmentation, enterprises must subvert the original development model to adapt to this change. Specifically, companies must change from two dimensions: First, sensitivity to consumer demand, which is the ability to grasp changes in global consumer demand, which is the fundamental change that must be taken to adapt to the development of the Internet economy; second, to meet consumer demand. The speed, that is, the ability to integrate global resource innovation and manufacturing products. It is no exaggeration to say that these two dimensions will determine the position and discourse power of enterprises in the global market competition.

We have seen that some current enterprises have implemented business model changes under the guidance of consumer demand, and for the first time built an industrial development system under the guidance of consumer demand. This has also enabled these companies to achieve rapid development on a global scale and impact on the existing ones. The industrial pattern has accelerated the pace of the global recession of European and American traditional appliance oligopolies.

Simply pinning the competitiveness of enterprises on the economies of scale brought about by the expansion of industrial scale has become obsolete. How to build an industrial development system that can withstand fluctuations in the economic situation and can accurately grasp and meet consumer demand is the company's access to the world? The root cause of competitiveness. In this process, some of the original global industrial oligopods gradually fell into recession due to their inability to keep up with changes in the market and global economic situation, and eventually fell into a fast "death". For China's household electrical appliance companies, the construction of an industrial structure adapted to the era of the Internet economy and the reversal of industrial processes based on consumer demand are the only way to enhance global competitiveness. It is also the greatest enlightenment of those global appliance oligarchs who are deeply troubled by operating difficulties.