提到海尔智家,很多投资者都比较关心他的利润、费率等问题。尤其是近年来其推动的数字化变革,实现 了持续的费降利增,让外界也充满了期待。 实际上不止是费降利增,海尔智家在营收规模增长的同时,费用绝对值却在下降,出现了"低投入与高产 出"的强捆绑。 数据是最好的说明。从2021年至2024年,海尔智家的营收、利润分别增长了588亿元、57亿元,费用绝对值 下降了30亿元。 那么,海尔智家是如何实现"低投入与高产出"的呢? 把握战略定位,走出差异化破局之路 如果把家电三巨头放在一起看,会发现他们在战略规划上存在差异,这就决定了三家企业资源的分配逻辑 不同。 其中,海尔智家战略上聚焦全球自主品牌、高端创牌、智慧家庭,更看重"用户黏性+生态协同",采用重资 产投入,强调用户体验。 美的集团是"规模效应+B端协同",通过混合渠道模式和多元化业务(家电+B端科技)进行扩张,部分自主品 牌+部分ODM/OEM。 格力电器则"单品聚焦+极致效率",以空调为核心、渠道为王,依赖强势经销商体系实现低成本高周转。 同时,海尔智家主动把分销纳入公司体系内,以3-4个百分点的费率差,获得了超过同行的终端控制权和灵 活性,为核心战略的落地做 ...

Core Insights - The article highlights the growing ambition of Chinese home appliance companies to conquer overseas markets, particularly in Europe, as showcased at the IFA 2025 event [1][3] - It emphasizes the challenges faced by Chinese brands in penetrating the European market, which has a long history and established competitors [4][6] Market Overview - Europe is a significant market for home appliances, with a retail share of approximately 20% in Western Europe and a projected CAGR of 5.52% for Eastern Europe from 2018 to 2024 [4] - The complexity of the European market, with over 40 countries and diverse consumer habits, poses a challenge for Chinese companies seeking to expand [4][8] Consumer Preferences - European consumers prioritize high-quality and innovative products over low prices, making it essential for Chinese brands to focus on product differentiation rather than competing solely on price [6][8] - Localized product adaptations are crucial, as direct transfers of products from China may not meet European consumer needs [8] Successful Strategies - High-end branding and technological innovation are key strategies for Chinese companies to succeed in Europe, as demonstrated by Haier's approach [9][11] - Haier has effectively combined product innovation with local market understanding, achieving significant market share and consumer acceptance [9][12] Performance Metrics - Haier's overseas revenue grew by 11.7% in the first half of the year, with a remarkable 24.07% growth in Europe [11] - The company has maintained its position as the world's largest home appliance brand for 16 consecutive years, indicating the effectiveness of its global strategy [12]