文|本刊记者 崔玲 出自《英才》杂志2012年8月刊

wen|This reporter from with antaike information development co LTD《talent》August 2012 issue of the magazine

　　在家电行业增速放缓的情况下，海信电器(600060,股吧)（600060.SH）却利润翻倍：2011年，海信电器实现营业总收入235.24亿元，同比增长10.63%。归属于上市公司股东的净利润16.89亿元，同比增长102.31%。其母公司海信集团2011年营业收入716亿元，同比增长12.29%；实现利润42.85亿元，同比增长16.74%。

In the household electrical appliance industry slowdown in the case，Hisense electric(600060,Shares it)（600060. The SH）But profit doubled：2011 years，Hisense electrical realize business revenue of RMB 23.524 billion yuan，Year-on-year growth of 10.63%。Relegated to the shareholders of a listed company net profit of 1.689 billion yuan，Year-on-year growth of 102.31%。Its parent company hisense group 2011 business income is 71.6 billion yuan，Year-on-year growth of 12.29%；Realize the profit of 4.285 billion yuan，Year-on-year growth of 16.74%。

　　不过，这份华丽的成绩单，却给海信电器惹上了麻烦。7月7日，一则“莫须有”的海信骗取国家节能减排补贴的新闻，让海信电器陷入舆论的漩涡。从对海信诚信的拷问，上升到对其2011年财务数据的质疑。受此影响，7月9—11日，海信电器三个交易日股价下跌11.47%，流通市值瞬间蒸发了16亿元。

but，The luxuriant report card，But to hisense appliances into trouble。July 7，a“unwarranted”Hisense stealing the national energy conservation and emission reduction of the news of the subsidies，Let hisense appliances into the whirlpool of public opinion。From the integrity of the torture of hisense，Up to the 2011 financial data queries。Affected by this，July 9-11,，Hisense electrical three trading day shares fell 11.47%，Current market prise instant evaporation is 1.6 billion yuan。

　　难道，高于行业平均增长水平的销售额，成倍增长的利润，真的存在水分？

Don't，Greater than the industry average growth levels of sales，The profits have multiplied，There really is water？

　　

业绩谜团 Performance mystery

　　“在我看来，企业的任何行为，都是要盈利的。如果不盈利，还做什么企业呢？”做技术出身的周厚健，低调且务实，他告诉《英才》记者：“要盈利，对海信而言，就是把业务结构调整好，把产品结构调整好，把成本费用控制好，仅此而已。”

“In my opinion，Any enterprise behavior，It is to should be profitable。If a profitable，Also do enterprise？”Do the ZhouHouJian technical background，Low-key and pragmatic，He told《talent》reporter：“To profit，In hisense in，Is the business structure adjustment，The product structure adjustment，The cost control，Nothing more。”

　　正当同类企业不惜以亏损的代价换取成长的时候，海信选择了“节衣缩食”的过日子，中信证券(600030,股吧)研究院胡雅丽认为：“海信电器取得如此规模的增长，与控制成本费用有关。2011年，公司的全年费用率同比下降了0.2%。”

While the similar enterprise at the price of losses for growth，Hisense chose“Frugally.you saved”living，Citic securities(600030,Shares it)HuYaLi think institute：“Hisense appliances made the scale of the growth，Control the cost and relevant。2011 years，The company's annual rate goes down 0.2%。”

　　值得一提的是，在国内市场增长乏力的情况下，海信在开拓海外市场方面，取得了突破性进展。去年，公司产品在美国市场与全国性连锁渠道建立了品牌战略合作关系，品牌销售收入突破1亿美元大关。海信电器实现海外营业收入约42.42亿元，同比增长3.69%。

It is，In the domestic market to grow weak，Hisense in the overseas market，Made breakthrough progress。Last year，The company's products in the U.S. market and national chain channel established brand strategy cooperation relationship，Brand sales income topping $100 million mark。Hisense electrical realize overseas business income of about 4.242 billion yuan，Year-on-year growth of 3.69%。

　　在周厚健看来，做国外市场，无论是建立渠道也好，还是了解国外的消费需求，最重要的是建立海信的品牌：“对我们而言，海外销售最大的意义是建立品牌，只有这样，才能将这个市场做大。”

In ZhouHouJian seems，Do foreign markets，Both established channels all right，Or better understand foreign consumption demand，The most important is to establish hisense brand：“All of us，The significance of the largest overseas sales is to establish a brand，Only in this way，Will the market do big can。”

　　虽然2011年海信电器的海外品牌收益实现翻番，但周厚健并不十分满意：“在海外主流市场，品牌认可度并不是很高，但是这需要一个过程，我们会慢慢做好。”

Although 2011 overseas earnings brand electrical hisense realize double，But ZhouHouJian is not very satisfactory：“The mainstream market in overseas，Brand and approval is not very high，But it is a process，We will slowly well。”

　　业内人士认为，成本费用和海外品牌销售这两方面还不足以支撑海信电器利润的高速增长，2011年，面板价格的降幅大于彩电售价的降幅，这给海信这样并不涉及面板制造的电视企业带来了利润增长的机遇。

The personage inside course of study thinks，The cost and overseas sales both brand was not enough to support hisense electrical profit growth，2011 years，Panel prices fell by more than color television of the price drop，This does not involve panel to hisense such manufacturing TV bring enterprise profit growth opportunities。

　　业内人士对《英才》记者解释说，“在行业大势并不好的情况下，出现个别企业业绩增长并不奇怪。这表明，行业已经开始两级分化，国内的二、三线品牌已经遭受巨大的损失，一线品牌将开始抢占市场。”

The personage inside course of《talent》Reporters say，“The industry is not good in half，A few enterprise growth performance is not surprising。This suggests that，The industry has begun to two polarized，Domestic two、Three line brand have suffered huge losses，A brand will start seizes the market。”

　　很明显，海信电器凭借其彩电巨头的身份，抓住了市场的先机，创造了高于同行的业绩。海信集团上半年LED高端产品的销量、销售额增幅均在200%以上，集团利润同比增长12.8%。

obviously，Hisense appliances with its color television giant identity，Take the market first，Create higher than the performance of the counterparts。Hisense group LED the sales of high-end products in the first half、Sales growth were above 200%，Corporate profits up 12.8%。

　　

质更重于数 Quality more focus on several

　　虽然海信电器上半年业绩不错，但能否继续保住行业老大的位置却还是问号。

Although hisense appliances the first half performance is good，But will continue to keep the industry position but or question mark。

　　中国电子商会副秘书长陆刃波对《英才》记者表示，“在今年的彩电市场，TCL制订的销售目标为1520万台，而海信的销售目标为1000万台，海信能否保住其领先地位，值得怀疑。”

China's electronic chamber of commerce LiuRenBo deputy secretary general of《talent》reporters，“In this year's color TV market，TCL set sales target for 15.2 million sets of，And sales target for 10 million of hisense platform，Hisense ability to maintain its leading position，suspect。”

　　但是在周厚健心中，质更重于数。在整个海信集团的业务当中，智能电视是未来的一个核心。

But in ZhouHouJian heart，Quality more focus on several。In the whole hisense group of the business，Intelligent TV is the future of a core。

　　市场研究机构数据显示，2011年，海信电视市场占有率为13%，而创维与长虹则同时以12%的占有率位居次席。

Market research organization figures show，2011 years，Hisense TV 13% market share，And achieve dimension and long rainbow is at the same time in 12% of the share came second。

　　海信电器总经理刘洪新曾公开对媒体表示，国内电视市场处于垄断竞争阶段，七八家企业在竞争，而海信的期望是一骑绝尘，领先第二名“至少10个百分点”。

Hisense electric general manager LiuHongXin has publicly said to the media，Domestic TV market in monopolistic competition stage，Eight companies in the competition，And hisense expectations is a semi-final appearance，The top of“At least 10%”。

　　海信把希望寄托在利润更高的智能电视上。

Hisense his hope in higher profits of intelligent TV。

　　“千万不要觉得智能电视是非常玄妙的事物，在我看来，智能的定义很简单，就两条，第一，能给消费者提供更好的服务。第二，消费者操作起来更简单。”对海信而言，用户体验是制胜的关键因素。

“Don't think intelligent TV is very mysterious things，In my opinion，The definition of intelligence is very simple，two，The first，Can provide better service to consumers。The second，Consumer operate up more simple。”In hisense in，The user experience is crucial factors。

　　因此，做硬件出身的周厚健，对软件有了兴趣。当他看到，一款“愤怒的小鸟”的游戏让人疯狂后，他决意在智能电视的平台上创造一只“愤怒的小鸟。”

so，As the hardware ZhouHouJian was born，To take an interest in software。When he saw，a“Angry birds”After the games people crazy，He's determined to in intelligent TV platform to create one“Angry birds。”

　　海信搭建起自己的云平台，在自己的应用商店里，应用程序超过1000种。面对开发者不多的情况，海信甚至不惜设置千万奖金吸引开发者进入电视应用领域。

Hisense build up their own cloud platform，In their application store，Of the more than 1000 applications。Face of the few developers，Hisense even at set bonus attract developers into TV never application fields。

　　业内分析人士认为：丰富的电视软件的出现，可以改进用户体验，在刺激电视销量的同时，也能使海信获得更多的增值收入。

Industry analysts said：Rich TV software to appear，Can improve the user experience，At the same time in stimulating television sales，Can also make hisense gain more value-added income。

　　周厚健坦言：“虽然目前产品的利润主要来自硬件，在未来，如果离开软件，可能一分钱都收不回来。”他看到的是智能电视视频应用、增值服务所呈现出的一片“蓝海”。

ZhouHouJian said：“Although at present the main profits of products from hardware，In the future，If leave software，May a penny at back。”He saw was intelligent TV video applications、Value-added service of a show“Blue ocean”。

　　在这种思维的主导下，2011年，海信智能电视在国内市场的销售量占有率为20.01%，排名第一。

This kind of thinking in the leading，2011 years，Hisense intelligent TV in the domestic market share of 20.01% of sales，Rankings for the first。

　

　低调收购 Low-key acquisition

　　当《英才》记者对于软件开发会否成为海信的软肋而心生疑虑时，周厚健的语气自信而淡然：“好像现在大家一听到海信，就觉得是彩电，一说智能化就只是电视。而实际上，对于海信集团而言，智能电视肯定是智能化当中最重要的产品，但绝对不仅仅是它。”

when《talent》Reporter for software development will not be hisense the soft rib of mind and doubts，ZhouHouJian tone of confidence and insignificant：“Like everyone heard hisense now，Think it is a color TV，Intelligent just TV said。And in fact，As for hisense group，Intelligent TV is certainly one of the most important products of intelligent，But it is not just what it。”

　　“以我们的智能交通和智能商用为例：北京的城市交通所用的监控设备90%是海信，商场的结算系统，海信更是做到了市场第一，而这些产品，都是以软件为重的。”作为曾经的电视制造商，他考虑得更远。

“With our intelligence traffic and intelligent commercial for example：The city's traffic monitoring equipment used 90% is hisense，Stores and settlement system，Hisense is do market first，But these products，Are the software as heavy。”As ever of the TV manufacturers，He consider further。

　　鲜为人知的是，为提高研发实力，海信很早就开始收购与智能相关的小公司，而从2007年之后，海信更加紧了收购的频率。

Little-known is，In order to improve the development strength，Hisense very early acquisition and intelligence related to small companies，And from 2007 years later，Hisense revved up the acquisition of frequency。

　　2011年，海信收购了一家基于Android系统深度开发的加拿大公司，以备研发海信自己的智能电视操作系统。

2011 years，Hisense buys a depth development based on Android system of the Canadian company，For research and development of the intelligent TV hisense their operating system。

　　同年，东莞新科电子的光通讯部门已经确定被青岛海信收购。

In the same year，The dongguan shinco electronic of optical communication departments have sure the Qingdao hisense takeover。

　　与此同时，周厚健向《英才》记者透露，还有更多的收购不为人知：“这两年，我们曾收购过数据通信业务、美国一家企业的光线业务。”在记者的追问下，周厚健的低调姿态仍然不改：“我们不是一个擅长做宣传的企业，说了这些不见得会对我们好，不说这些也不见得会影响业绩，所以我们选择低调。”

At the same time，ZhouHouJian to《talent》The reporter said，There are more acquisition is not known：“The two years，We have a data communication service acquisition、An American enterprise light business。”In pressed by reporters，ZhouHouJian low-key attitude still don't change：“We are not a good at doing publicity of enterprise，Said these might not nice to us，Don't say these might not affect performance，So we choose a low profile。”

　　智能交通、智能商用、操作系统、数据通信、光线……这些看似关联度不大的业务，却都被纳入了海信智能化的版图中。对于业界在上世纪90年代提出的3C（Computer、Communication、ConsumerElectrics）融合理念，周厚健是忠诚的拥趸者。他坦言，为了实现三者真正的融合，在海信盈利的情况下，将与3C相关的产业建立起来，布局远端。而今天我们所看到的海信智能化的雏形，周厚健已经酝酿了十几年。

Intelligent transportation、Intelligent commercial、Operating system、Data communication、Light......These seemingly correlation is not big business，But were incorporated into the hisense intelligent territory。For the industry put forward in the 1990 s the 3 C（computer、Communication、ConsumerElectrics）Fusion concept，ZhouHouJian is loyal fans the person。He said，In order to realize the integration of the three real，In hisense under the condition of the profit，Will and 3 C related industry set up，Layout distal。And today we can see hisense intelligent looks like，ZhouHouJian has been brewing for more than ten years。

　　如围棋对弈需先布点一样，在智能化这个大棋盘上，海信早已开始布局。不过，与业内企业动辄斥资巨款的收购不同，周厚健的路数保守而隐秘。

If go to play chess points first，In the big board on intelligent，Hisense had already begun the layout。but，With the enterprise easily spend money and the acquisition of the different，The ZhouHouJian because conservative and secretive。

　　但是，也有专家持怀疑态度。在陆刃波看来，海信收购的动作虽然频繁，但不足以撼动整个海信的业务格局。“只能说，这些收购，是战术上的小修小补，而非战略上的调整。”

but，Experts have doubts。In LiuRenBo seems，Hisense takeover of the action although frequently，But not enough to shake the whole hisense business pattern。“Can only say，These acquisitions，Is the tactical small improvements，Not a strategic adjustment。”

　　对于这样的质疑，周厚健并不回避：“如果说，海信能有100个亿的现金，我也会收购大的企业。我希望我的企业能在平淡中获得发展，如果一次不恰当的收购，造成海信亏损，我宁可不冒这样的风险。”

For such a question，ZhouHouJian doesn't shy away from：“if，Hisense can have 100 $cash，I will also purchase large enterprise。I hope my enterprise can obtain development in plain in，If an inappropriate takeover，Cause hisense losses，I would rather not same risks。”

　　（本刊记者孙瑜对本文亦有贡献）

（This reporter SunYu to the article also have contribution）