贸易结构不断优化品牌份额持续提高

Trade structure constantly optimize the brand share continue to improve

　　2012年，我国家电一般贸易出口额占总出口额的45%，较2007年金融危机前提高了15个百分点，有助于提升企业出口的盈利状况。

In 2012,,China's household electrical appliance general trade exports account for 45% of the total export,A 2007 years before the financial crisis increased by 15%,Help to promote the enterprise profit export.

　　另外，主要家电产品的外销占比逐年减少，家电内外销的比例逐年向内贸倾斜，内需拉动促进了贸易向更加平衡的方向发展。据商会统计，2007年金融危机前我国空调外销占比为55%，而2012年降为35%；2007年冰箱外销占比为40%，到2012年，下降到30%；洗衣机的外销从2007年占比40%下降为2012年的32%。金融危机后，与乏力的出口市场相比，国内家电市场整体规模保持近30%的增长，这与国家“家电下乡”、“节能惠民”和“以旧换新”政策的拉动密不可分。尽管2012年由于受到政策退出影响内销普遍下滑，但2013年“城镇化”工作将被提升到更高层面，随之而来的家电刚性新需求也会不断释放。

In addition,The main product of export than decreasing year by year,The proportion of home appliance to sell to the domestic trade tilt year by year,Domestic demand pull promoted the trade to a more balanced development.According to the statistics of the chamber of commerce,2007 years before the financial crisis in China for air conditioning export ratio is 55%,And in 2012 dropped to 35%;2007 refrigerator export accounts for more than 40%,By 2012,Dropped to 30%;Washing machine export from 2007 accounted for more than 40% to 32% in 2012.After the financial crisis,And weak compared to the export market,The domestic home appliance market overall scale keep nearly 30% of growth,This and the state"Home appliances to the countryside"/"Energy-saving we"and"With the old in the new"Policy pull are inseparable.Although 2012 due to policy influence from domestic general downturn,But in 2013"urbanization"Work will be promoted to a higher level,Subsequent home appliance rigid new demand will continue to release.

　　2011年1月11日，工信部制定并发布的《关于加快我国家用电器自主知名品牌建设的指导意见》提出：到2015年，行业80%以上企业制定实施明确的品牌战略；研发投入强度不低于3%，自主品牌出口比例不低于30%；形成3~5个拥有较强自主创新能力、在国际市场具有较强影响力和竞争力的优势自主品牌。从目前的情况来看，尽管我国家电行业出口的自主品牌比例仍不足20%，但在世界各大家电卖场的品牌销售份额却逐年提高。2012年海尔继续以8.6%的份额蝉联全球大家电销售的桂冠，其次是LG和惠而浦，而2007年海尔的份额只有4.6%。2012年前二十名中的中国品牌份额都有不同程度的增长，其中美的从2007年的2%增长到3.1%，排名第四，格兰仕为1.2%，小天鹅为0.8%。分产品来看，以空调产品为例，格力从2007年的9.7%增长到15.2%，排在首位。前十名中美的从6.3%增长到9.0%，海尔从5.1%增长到6.4%，志高从2.2%增长到2.9%，海信从1.8%增长到2.1%。

On January 11, 2011,Work letter department formulate and released[About the acceleration of China's household electrical appliance autonomous well-known brand construction guidance]Put forward:By 2015,Industry more than 80% for the implementation of the enterprise clear brand strategy;R&d investment strength not less than 3%,The independent brand export proportion is less than 30%;Form 3 ~ 5 have strong ability of independent innovation/In the international market has a strong influence and competitiveness independent brand.According to the current situation,Although China's household electrical appliance industry export proportion of independent brand is still less than 20%,But in the world, everyone's electricity market share of the sales of brand is increased year by year.In 2012, haier continue to 8.6% share of global sales ranked all the crown of electricity,The second is LG and whirlpool,And in 2007, haier's share only 4.6%.2012 years ago the twenty Chinese brand share all have different degrees of growth,The beautiful from 2% in 2007 to 3.1%,fourth,Galanz is 1.2%,Little swan is 0.8%.Points products to see,With air conditioning products as an example,Gree from 9.7% in 2007 to 15.2%,Row at the top of.China top ten from 6.3% to 9.0%,Haier from 5.1% to 6.4%,Chigo from 2.2% to 2.9%,Hisense from 1.8% to 2.1%.

　　日美企业经营下滑中国品牌遇全球布局良机

The japan-american business downturn in the Chinese brand global layout opportunities

　　由金融危机演化的欧债危机是导致家电产品出口增幅下滑的主要原因，外需下滑使整个出口行业的增长大打折扣，大部分企业的经营也较去年吃紧。但在危机面前人人平等，在应对中我们也看到了新的战略机遇。

The financial crisis the evolution of the debt crisis is the result of electrical appliances product export growth the main reason for the decline,Now the whole export decline industry growth sell at a discount greatly,Most of the management of the enterprise also relatively tight last year.But everyone is equal before the crisis,In dealing with, we can see the new strategic opportunity.

　　全球家电竞争就是品牌的竞争，初期发达国家品牌具先天优势，而国内品牌依靠劳动力与地域的优势不断追赶，近年来我国主营企业在生产工艺、产品性能、技术含量、市场营销等方面与世界一流品牌逐步接近。经过多年积累，行业在产能、出口份额、企业数量、产业配套等方面也取得了一定优势。

Global home appliance brand competition is the competition,Initial developed countries with congenital advantage brand,And domestic brand rely on labor and regional advantage constantly pursue,In recent years, China's main enterprises in the production process/Product performance/Technology content/Market marketing and the world first-class brand approach.After many years of accumulation,Industry in the production/Export share/Enterprise quantity/Industry etc have achieved a certain advantage.

　　本轮金融危机打破了世界经济贸易的原有平衡，新的竞争格局已经开始建立，近年来日本和欧美的家电巨头业绩下滑，年初日本家电厂商索尼、夏普、松下三家合计亏损接近200亿美元。西门子、伊莱克斯，近年年复合增长率只有1.2%和2%。在刚刚出炉的财报中惠而浦2012财年第四季净盈利同比下降40%。进入2012年，欧债危机进一步暴露了外资家电企业市场过于单一的弱点，凡是市场单一、依存度高的品牌（例如美国的GE,其收入86%来自于北美市场；Fagor，收入76%来自于欧洲的品牌），尤其是对欧美市场依存度较大的品牌，受到的冲击也较大。

This financial crisis broke the world economic and trade of the original balance,The new competition pattern has started to build,In recent years, Japan and Europe and the United States home appliance giant performance decline,At the beginning of Japanese electrical home appliances manufacturers SONY/sharp/Panasonic three total loss of nearly $20 billion.Siemens/electrolux,In recent years at a compound rate of only 1.2% and 2%.In just released results of the whirlpool in fiscal year 2012 fourth quarter net profit fell 40% year-on-year.In the 2012 years,The debt crisis further exposed the foreign home appliance enterprise market is too single weakness,Every single market/The high ratio of dependence on the brand(Such as the United States GE,The income from 86% in North America market;Fagor,76% of the income from European brand),Especially for the European and American market larger ratio of dependence on the brand,By the impact is bigger also.

　　而中国的龙头家电企业，市场分布较为广泛，内外销分布均衡，年复合增长率基本在两位数左右，经营状况也好于欧美日等传统强势品牌。而且经过以往的教训，我国家电企业“走出去”的步伐更加稳健。如美的收购开利拉美空调51%的股权，海尔收购三洋电机在日本以及印尼、马来西亚、菲律宾、越南的洗衣机、冰箱等白电业务，格力电器在美国南加州市正式成立美国分公司，都取得令人可喜的效果。以海尔为例，目前海外共建立24家制造工厂和4个工业园；在日本东京、法国里昂等地设立了8个设计研发中心，实现了本土化的设计；同时，在全球发展建立了19家贸易公司，45800多个销售网点，实现了本土化的营销。

While China's leading home appliance enterprise,Market distribution more widely,Require distribution equilibrium,The year compound growth rate in two digits or so basic,Operating status or in Europe and the United States, such as traditional strong brand.And after the previous lesson,China's household electrical appliance enterprises"Go out"The pace of the more robust.Such as the acquisition of the Latin American air conditioning open 51% stake,Haier takeover sanyo motors in Japan and Indonesia/Malaysia/The Philippines/Vietnam's washing machine/Refrigerators white electric business,Gree electric appliances of southern California in the city was officially established the branch,Have achieved good effect.The haier as an example,At present has established overseas 24 manufacturing factories and four industrial park;In Tokyo, Japan/Lyon, France has set up eight design research and development center,To realize the localization of the design;At the same time,In the global development built 19 trading company,More than 45800 sales outlets,To realize the localization of marketing.

　　在新的贸易秩序正在建立的过程中，中国的家电企业应充分把握全球白电品牌大转移的时机，抓住机遇合作或并购世界家电品牌，完善全球家电竞争布局，弥补高端产品缺陷，扩大品牌的世界份额。

In the new trade order is established in the process,Chinese home appliance enterprises should take full advantage of the global white electric brand big transfer time,Seize the opportunity cooperation or merger world home appliance brand,Perfect global home appliance competition layout,Make up for high-end product defect,Expand the brand of the world share.

　　2012年在消费品市场整体增长放缓的环境中，我国家电行业度过了调整的一年。展望2013年，美国经济体维持温和复苏有望，欧元区经济体或见底，因此家电对美出口仍有望保持增长，对欧出口下行压力逐渐缓解，下滑幅度将较今年收窄，家电产品的出口占全球出口份额依然会小幅提升，出口增速也会上升5个百分点左右。家电行业谋求转型的脚步不会停止，更多主营企业会参与到自主品牌和海外并购的发展模式中。

2012 years in the consumer goods market overall growth environment,China's household electrical appliance industry through the adjustment of a year.In 2013,The United States economy is expected to maintain moderate recovery,The euro-area economy or see bottom,So home appliance exports to America are still expected to maintain growth,Exports to Europe gradually alleviate downward pressure,This year will decline range is narrow,Electrical appliances product export share of global export share will still small ascension,Export growth will rise by about 5%.Household electrical appliance industry seeking transformation steps will not stop,More main enterprise will be involved in the independent brand and the development of overseas merger and acquisition mode.