买得越多越划算 藏在"批发"里的经济学秘密 其次，边际成本的递减特性进一步放大了批发的价格优势。边际成本指的是每多生产或多运输一单位产 品所增加的成本。 制图王思祺 你有没有发现，在超市里单买一支笔要2元钱，而买一整盒10支却可能只需要15元，相当于一支才1.5 元。超市里单瓶购买的矿泉水售价2元，整箱24瓶采购的总价却只要30元，折合单价仅1.25元。这可不 是商家在搞"亏本买卖"，背后藏着一个有趣的经济学小秘密——规模经济。 规模经济，通俗来讲就是随着生产或采购规模的扩大，单位产品的平均成本逐渐下降的经济现象。简单 来说，就是"买得越多，单价越便宜"。这种成本下降并非偶然，而是与生产、流通、管理等多个环节息 息相关。 固定成本分摊让批发价低于零售价 首先是固定成本的分摊效应，是规模经济最核心的驱动力。任何生产经营活动都离不开固定成本，这类 成本不随产量或采购量的变化而增减。 我们以一家饮料工厂为例，为了生产，工厂需要建设厂房、购置生产线等，这些便是固定成本。假设一 条饮料生产线每年的固定成本是100万元，若全年只生产100万瓶饮料，每瓶饮料需要分摊的固定成本就 是1元；但如果我们将产量提升到1000万瓶时 ...

Core Insights - China's home appliance exports have shown unexpected growth in the first seven months of this year, with air conditioner exports increasing by 4.1%, refrigerators by 2%, and washing machines by 5.3% [1] - In the first half of the year, China's total home appliance exports reached $68.78 billion, a year-on-year increase of 6.2% [1] - The participation of 764 Chinese companies at the Berlin International Consumer Electronics Show, accounting for over one-third of total exhibitors, highlights the industry's resilience despite Western trade barriers [1] Group 1: Market Dynamics - The Chinese home appliance market faced challenges post-2018 due to a slowdown in real estate and competition from emerging brands in niche segments, prompting traditional manufacturers to lower prices [1][3] - Major players like Haier, Midea, and Gree have consolidated market share through strategic pricing and supply chain optimization [1][3] Group 2: International Expansion - There is significant growth potential for Chinese home appliances in overseas markets, particularly in Southeast Asia, where the annual growth rate for major appliances is between 7% and 9% [4] - The Middle East and Latin America are also key markets, with the Middle East expected to see a compound annual growth rate of 5.5% in home appliance retail from 2022 to 2024 [4] Group 3: Supply Chain and Cost Challenges - The logistics costs for exporting from China have surged, making it imperative for home appliance companies to establish overseas supply chains to mitigate risks [4][7] - Rising costs in regions like Vietnam pose challenges for Chinese brands looking to expand manufacturing capabilities abroad [7][9] Group 4: Product Adaptation and Market Understanding - Successful international expansion requires understanding local consumer preferences and adapting products to meet specific climatic and cultural needs [11][12] - For instance, air conditioners in the Middle East must withstand higher temperatures and include features like sand filters, while Southeast Asian products need to address humidity-related issues [11][12] Group 5: Strategic Acquisitions - Chinese companies like Haier and Midea have pursued acquisitions to enhance their technological capabilities and market presence, with Haier's acquisition of GE Appliances being a notable example [19][20] - Midea's acquisitions, including Toshiba's home appliance business, have allowed it to leverage established brands and technologies to strengthen its market position [20][22] Group 6: R&D Investment - Leading brands like Haier and Midea invest significantly in R&D, with Haier's R&D expenditure at 10.74 billion yuan, representing 3.8% of revenue, and Midea's at 16.2 billion yuan, or 4.4% of revenue [25] - This investment in innovation is crucial for maintaining competitiveness and transitioning from a manufacturing-focused model to a brand-oriented approach [25]