From a global perspective, the haze of the epidemic has not yet dissipated. However, the "Daily Economic News" reporter learned that since the beginning of this year, the export sales of household appliance enterprises have shown strong growth against the trend. On October 15, the reporter learned from Yang Lianyun, director of international product management of Midea, that since the beginning of this year, the export of small cooking appliances has grown rapidly, including ovens, air fryers, etc. Not only small household appliances, but also refrigerators and washing machines also showed strong export growth. At the same time, the reporter also learned from Galanz related people that since June this year, global orders have gradually picked up, and the whole category of Galanz health home appliances has increased by nearly 20% year-on-year in 1~9 months.
Hu Ziqiang, vice president and CTO of Midea Group, said in an interview with the reporter of "Daily Economic News" that due to the impact of the global epidemic, Midea's newly expanded R&D layout may be affected to a certain extent. However, trade frictions will not have an impact on Midea's global R&D and technology layout. "For Midea, the direction of globalization is still very firm, and there are still great opportunities overseas in the future. Next, the globalization of Midea needs more localization layout in research, production and marketing. Hu Ziqiang said.
From October 15th to 17th, Midea Group's annual "Technology Month" is being held. On October 15, the reporter of "Daily Economic News" learned from Midea Group that in the past two years, Midea's own brand has grown significantly in overseas markets. Yang Lianyun told reporters: "(In overseas markets) Midea's own brand is growing faster than OEM business, and its proportion is also increasing. ”
Yang Lianyun said that judging from the data of Midea Group's OBM business, as of the end of September this year, only 3 of the 28 overseas branches had a year-on-year decline in sales. From the perspective of categories, only central air conditioners and household air conditioners with strong installation attributes have declined, and other categories have shown growth this year.
Yang Lianyun then told reporters that since the beginning of this year, the export sales of small cooking appliances have grown rapidly. "There are a lot of times when we're out of stock – including Amazon's Prime Day shopping event on these two days. Some of our ovens, pressure cookers, air fryers, which were supposed to be three-day (sales) targets, are now completed in one day, and they are out of stock. Yang Lianyun said that in addition, the export performance of Midea's refrigerators and washing machines this year is also very good.
On October 16, the reporter learned from Galanz that since the beginning of this year, Galanz halogen ovens have also been in short supply in the global market with heating efficiency and sterilization function, and at the same time, Galanz's own brand refrigerators have also achieved good growth in the North American market. Under the influence of the global epidemic, health-related home appliance brands have grown against the trend this year.
Statistics from the customs also show that in the first half of 2020, China's exports of household appliances (including electric fans, air conditioners, refrigerators, washing machines, vacuum cleaners, microwave ovens, etc.) were about 187.01 billion yuan, a year-on-year increase of 4.2%. Among them, the export value in June was about 39.85 billion yuan, an increase of 31.1%.
Hu Ziqiang said in an interview with reporters: "The impact of the epidemic on the home appliance industry is actually to strengthen the original essential things. Spend more time at home, like health, good food, cleaning...... Many of these most basic needs have been reinforced. Everything related to health is a dimension up. ”
Hu Ziqiang told the "Daily Economic News" reporter that from a global point of view, some of Midea Group's newly expanded R&D layouts may be affected by the epidemic and go relatively slowly, but Midea's investment and adjustment of the entire R&D system have not stopped. The number of Midea's R&D personnel has increased compared with last year. It is reported that by 2021, Midea Group plans to introduce more than 2,000 high-end talents with master's and doctoral degrees around the world.
Do some of the current anti-globalization trends have an impact on Midea Group? Hu Ziqiang said that in his view, the globalization of trade-oriented enterprises may be greatly affected, but for a truly global multinational company like Midea Group, its operation mode is to export capital and R&D innovation and manufacture locally overseas. Such a business will develop well in the future.
Hu Ziqiang said in an exclusive interview with reporters that for Midea, the direction of globalization is very firm, "However, there will be a gap between the future globalization and the internationalization we originally did, and more needs to be localized in research, production and marketing."
Hu Ziqiang said that the next 10 years are a good opportunity for Chinese household appliances to go global, the reason is that the innovation ability of Chinese enterprises is cultivated under the environment of the Chinese market, which is very advantageous in the world. "With these competitiveness, we can extend that in fact, China's innovation and global innovation have commonalities, but we need to do a certain degree of localization." Hu Ziqiang said.
"There is a lot of room for Chinese companies to innovate overseas. However, we will certainly not be like the original export model, not by making cheap, low-end products, but through product innovation and breakthroughs to open up the overseas market and win the respect of consumers. Hu Ziqiang told reporters.
According to Yang Lianyun, Midea Group is currently planning to build its 18th overseas production base in Egypt, which mainly produces ice washing and dishwasher products, and the construction of the base is currently being planned.
Reference source: National Business Daily