中国家电又出黑马！1400万台背后是“代工王”的逆袭

Core Insights - The article highlights the success story of Oma Refrigerator, a company that has become a leading player in the global refrigerator market, selling 14 million units annually and generating revenue of 18.3 billion yuan, while remaining relatively unknown compared to giants like Haier and Midea [1][9]. Group 1: Company Background - Oma Refrigerator was founded by Cai Shier, who left his position at Rongsheng Refrigerator to pursue opportunities in the challenging European market, recognizing that high barriers to entry could provide a competitive advantage [3][4]. - The company initially gained traction by securing a significant order from Whirlpool, which recognized the quality and cost-effectiveness of Oma's products compared to local competitors [4][6]. Group 2: Business Strategy - Oma's strategy focuses on extreme cost efficiency, producing refrigerators at a lower cost than competitors by optimizing production processes and reducing mold costs by 90% [6][7]. - The company employs a "20/80 rule," concentrating on producing 20% of popular models that meet local consumer preferences, allowing it to dominate market share in countries like the UK and France [6][9]. Group 3: Financial Performance - Despite a lower gross margin of 15% compared to Haier, Oma achieved a net profit growth rate of 29.58%, demonstrating the effectiveness of its low-cost, high-volume business model [7][9]. - During the 2008 global financial crisis, while competitors were cutting back, Oma capitalized on low raw material prices by stockpiling, leading to a significant increase in export volume [8][9]. Group 4: Recent Developments - In 2021, TCL acquired a 48% stake in Oma, allowing the company to leverage TCL's distribution channels while continuing to serve as an OEM for major brands [9][10]. - Oma's overseas revenue reached 13.5 billion yuan in 2024, accounting for 73.5% of total revenue, indicating a successful expansion strategy in international markets [9][10]. Group 5: Industry Insights - The story of Oma Refrigerator challenges conventional business wisdom, emphasizing that success does not always require high-profile marketing or celebrity endorsements; instead, focusing on product quality and cost efficiency can lead to significant achievements in the global market [10].