境外市场的寒流正一步步吃掉家电业出口的蛋糕。海关数据显示，去年四季度，冰洗空彩出口量同比出现明显下降。记者调查发现，多家出口依赖度较高的家电企业业绩形势严峻。开拓外销市场新渠道、提升自主品牌的影响力，成为这些企业的当务之急。

Overseas market step by step is cold eat home appliances export cake.Customs data shows,The fourth quarter of last year,Ice wash empty color exports year-on-year decline appear obvious.Reporter survey found,Several export dependency higher electrical appliances enterprise performance the grim situation.Develop new channels export market/Improve the independent brand influence,Become the urgent matter of the enterprise.

　　业内人士表示，相较于大家电，小家电依赖外销的情况更严重，受到的冲击也更大。企业在开拓新兴市场的同时，不能一味回避需求不振的欧美市场。

The personage inside course of study says,Compared with everyone's electricity,Small home appliance depend on export situation is more serious,By the impact is more big.Enterprises in the development of emerging markets at the same time,Can not blindly avoidance of demand of the European and American market.

　　出口不振 企业受伤

Export of Enterprise injury

　　“出口方面压力比较大，形势较严峻。”奥马电器负责人向中国证券报记者开门见山地表示。

"Export pressure is bigger,Situation is severe."Mr Ma in electrical appliances to the Chinese stock certificate report reporter said come straight to the point.

　　作为冰箱行业出口企业的代表，奥马自2009年起连续多年冰箱出口量位居行业第一。公司出口冰箱以代工为主，为国内最大的冰箱ODM(原始设计制造商)生产基地。据公司负责人介绍，公司目前出口占比约为50%-60%之间，多数销往欧美，相关市场不振已对公司业绩构成一定影响。

As a representative of the refrigerator industry export enterprise,Omagh since 2009 for many years in the refrigerator export industry.The company mainly export refrigerator to OEM,As the nation's largest refrigerator ODM(The original design manufacturers)Production base.According to the company's chief introduction,The company exports accounted for about 50% - 60% than between,Most are sold to Europe and the United States,Relevant market slump has on the corporate performance constitute a certain influence.

　　主要生产按摩器，外销市场严重依赖欧美的蒙发利，去年业绩遭遇滑铁卢。公司此前预测，2012年净利润将同比下降80%左右。公司负责人向记者表示，外销困境短期料难改观，为扭转经营的被动局面，公司今年将重点发力国内市场。

The main production massager,Export market depends heavily on Europe and America MengFaLi,Last year performance encounter Waterloo.The company forecasts,2012 net profit will be lower than 80%.The person in charge told reporters,Export difficulties short-term stock difficult to change,To reverse the passive situation management,The company this year will focus on hair force the domestic market.

　　ST厦华品牌部经理苏再泉则向记者表示，去年外销的具体数据尚未统计出来，总体情况与2011年基本持平。

ST xoceco brand manager Sue to spring, told reporters,Last year the export specific statistics have not yet released,General situation about the same as in 2011.

　　某家电分析师表示，自金融危机爆发以来，家电行业外销普遍不景气，近年来资金较为雄厚的大企业已逐步实施“去出口化”战略。而对于必须出口的相关业务，各大公司在经营战略层面，需在占领新兴市场、提升自主品牌方面多下工夫。

A home appliance analysts said,Since the financial crisis since the outbreak,Household electrical appliance industry export general downturn,In recent years more abundant funds of large enterprises have implemented step by step"To export change"strategy.And to have to export business,Companies in the business strategy level,In emerging markets to occupation/Improve the independent brand aspects more efforts.

　　两条腿走路

Two legs

　　据合肥三洋董秘方斌介绍，公司近年来出口产品占比已经很小，外围市场的走低对公司影响甚微。他同时透露，公司未来将采取多管齐下的方式经营外围市场，进一步拓展东南亚业务，逐步提高自主品牌“帝度”的影响力，着力出口高附加值产品。

According to hefei sanyo dong - the secret is introduced,The company in recent years for export products than is very small,Peripheral market weakness to the company has little effect.He also revealed that,The future will take multi-pronged approach.we way business peripheral market,For further development of southeast Asia business,Gradually improve the independent brand"Emperor degree"influence,Focus on the export of high value-added products.

　　苏再泉也表示，公司目前出口的产品已基本完成从OEM(代工生产)到ODM的过度，研发实力有所提升。新兴市场将是公司外销业务的重点方向。据了解，由于进入市场较早加以苦心经营，厦华的产品在南非市场所占份额已位列前三。苏再泉透露，公司的印度工厂在今年将迎来一定的产能释放，成为公司外销市场新的增长点。

Sue to spring also said,The company export products has been completed from OEM(OEM production)Excessive to ODM,Research and development strength increase.Emerging markets will be the focus of the export business direction.It is understood,Due to enter the market earlier to elaboration,Xoceco products market share in South Africa has ranked the first three.Sue to spring revealed,The company's factory in India this year will have certain production release,Become a new growth point of our sales market.

　　解决外销困境，蒙发利给出的答案则是重心移向国内。相关负责人表示，公司希望在内销上有所突破，并推出一系列自主品牌。国内市场业务的开拓成功与否，将是蒙发利今年利润翻盘的胜负手。

Solve export difficulties,MengFaLi given the answer is the center of gravity to move to China.The relevant person in charge said,The company hope that in a breakthrough on sale in domestic market,And put out a series of independent brands.The domestic market business development success or not,Will be MengFaLi profits this year ShengFuShou stand.

　　但亦有坚定在欧美市场打天下的企业。同方股份相关人士对中国证券报记者表示，欧美市场仍是公司彩电业务的重点。该人士表示，彩电业务已占到公司业务最大的份额，目前海外市场开拓也较为顺利。对于公司去年的外销情况，该人士表示，从目前回馈的情况来看，较为乐观。

But also have firm fish in Europe and America market of enterprise.Tongfang co relevant personage to China stock certificate report reporters,The European and American market is still the focus of the TV business.The people said,Color TV business has accounted for the largest share of the business,At present the overseas market development is relatively smooth.To the company last year's export situation,The people said,From the current situation of the feedback,Relatively optimistic.

　　资深家电行业分析师刘步尘向中国证券报记者表示，考虑到中国家电企业相对薄弱的研发实力，短期内坚持国内和国外市场两条腿走路的策略较为稳妥。他强调，仅仅满足于用低成本、低技术产品满足新兴市场的消费需求，长期来看对企业发展并不利。欧美等高端市场这块“硬骨头”必须啃。 

Senior home appliance industry analysts liu buchen to China stock certificate report reporters,Considering the Chinese electrical appliances enterprise relatively weak research and development strength,In the short term to domestic and foreign markets on two legs strategy is relatively safe.He stressed that,Merely content with the low cost/Low technology products to meet consumer demand in emerging markets,In the long run to the enterprise development and disadvantage.Europe and the United States and other high-end market this"Hard bone"Must chew.