21社论丨制造业需适应互联网营销，也要持续加大科创投入

Core Viewpoint - The home appliance industry is characterized by intense competition and low barriers to entry, leading to a "red ocean" market where significant strategic advantages are difficult to achieve [1][2] Industry Overview - China's traditional white goods (air conditioners, refrigerators, and washing machines) accounted for 65.5% of the global market share in 2023, with core components like compressors and motors holding 95% and 87% of the global market, respectively [1] - In 2024, China's television brand export volume surpassed 53% of the global share, and the production capacity of kitchen appliances and small home appliances also exceeds 50% globally [1][2] Competitive Landscape - The home appliance sector has seen acquisitions of foreign brands by Chinese companies due to the low technological barriers and the importance of cost advantages from large-scale manufacturing [2] - Major Chinese appliance brands are focusing on high-end market development while dominating the mid-to-low-end market [2] Company Strategies - Midea is enhancing its competitiveness by focusing on high-end white goods and expanding its global presence, with over 40% of its revenue coming from overseas [2] - Midea is also pursuing a second growth curve through B2B business, investing in high-tech sectors like medical equipment and robotics, exemplified by its acquisition of KUKA and development of imaging diagnostic devices [2] Impact of New Entrants - Xiaomi's entry into the home appliance market is disrupting the established competitive landscape, leveraging its cost advantage to target the low-price segment [3] - In 2024, Xiaomi's online average price for air conditioners is approximately 2300 yuan, significantly lower than Gree's 3544 yuan and Midea's 3191 yuan [3] Marketing and Sales Strategies - Xiaomi employs a light-asset model, focusing on design and marketing to minimize costs, similar to its smartphone strategy [3] - Traditional appliance companies are increasing their online presence to enhance brand visibility and sales, with Midea launching an entrepreneur IP project to leverage social media [4] Challenges Ahead - The home appliance market is saturated, leading to price wars that may erode industry profits and hinder investment in high-tech innovations [4] - Companies face the challenge of adapting to internet marketing while maintaining product quality and continuous technological investment [4]