Xin Lang Cai Jing·2025-12-31 02:07Core Viewpoint - The Chinese home appliance industry is at a critical juncture, with the theme for 2026 being "going overseas" as domestic market saturation and overcapacity issues become more pronounced. This shift represents a "second entrepreneurship" for companies like Haier, Midea, Hisense, and TCL, marking a decisive battle for the next decade [2]. Group 1: Market Overview - The global home appliance market is nearly 4.5 trillion yuan, indicating significant overseas market potential [4]. - Midea and Haier are projected to generate around 270 billion yuan in revenue each in 2024, translating to a global market share of only about 6% [5]. - Domestic brands struggle to exceed 10% market share in most overseas regions, while leading competitors like Samsung and LG dominate [8]. Group 2: Historical Context and Challenges - Chinese home appliance companies have historically relied on capacity export and brand acquisitions for overseas expansion, but this growth model is becoming less effective [9]. - The gap between global manufacturing share (over 45%) and retail share (less than 20%) highlights a significant challenge in value creation and brand premium [9]. - Haier and Midea's overseas revenue share has stagnated around 50% and 42% respectively over the past five years, indicating a lack of growth [9]. Group 3: Brand and Channel Development - The need for a "second entrepreneurship" in brand and channel development is emphasized, as domestic brands face challenges in replicating their successful domestic strategies in international markets [15]. - Building brand recognition and effective distribution channels in overseas markets is crucial, as traditional strategies may not apply [16][20]. - The complexity of overseas channels, dominated by large retailers, poses significant barriers for Chinese companies [20]. Group 4: Opportunities and Strategies - Technological innovation is seen as a key to overcoming brand premium challenges, with Chinese companies making strides in areas like AI and smart home technology [22]. - Emerging markets such as Southeast Asia and Latin America present significant growth opportunities due to low penetration rates and less established competition [29]. - E-commerce is becoming a vital channel for market entry, allowing brands to reach consumers without heavy investment in physical stores [34]. Group 5: Future Outlook - The transition to a full value chain operation by 2026 signifies a shift from manufacturing management to comprehensive brand and channel strategies [36]. - Success in this transformation is critical for elevating Chinese manufacturing from a "global factory" to a "global brand," enhancing competitiveness in the global market [36].