On December 30, 2021, the global key users research center (gkurc), a market research institution, released the 2021 top 100 media talent list of household appliances and consumer electronics in Beijing, announcing the establishment of gkurc’s industry and economy think tank in the same period.
The report shows that technology, high-end, globalization and brand have become the key words of household appliances and consumer electronics industry in 2021.
Affected by the persistence of the epidemic and the rise in the price of raw materials, China’s home appliance and consumer electronics industry will be under pressure in 2021. How to innovate and break the situation is testing the wisdom and ability of TV, Ott, white appliances, kitchen appliances, small appliances, clean appliances and other related enterprises, and has become the focus of media attention.
Zhou Ying, co-founder of qianqu gkurc and director of global market research, said during the interpretation of the report that the four types of home appliance consumer electronics brands are more concerned by professional media people, and these enterprises also represent the development trend of the whole industry:
First, enterprises with strong technical barriers. Under the background that the popular market dividend gradually subsides and the demand for iterative renewal dominates, technology driven enterprises have more sustainable growth power. For example, in the TV category, Hisense has made a lot of innovations in the fields of picture quality chip, social TV and laser TV, and TCL has made a deep layout in the miniled and quantum dot industry chain. Everyone was impressed by the electric products, Haier air conditioner 3D sterilization cabin, Whirlpool (China) Co.Ltd(600983) washing machine intelligent oxygen sterilization technology and other health technologies, kitchen electric products, Galanz Aerospace microwave oven technology and health kitchen technology. In the popular intelligent cleaning category, Ecovacs Robotics Co.Ltd(603486) and youruijia have also attracted attention with artificial intelligence technology and electrolytic water sterilization technology.
Second, enterprises with a global pattern. In the stock market, the Chinese market is becoming saturated, but the overseas market is still promising. For example, Hisense Group has continuously sponsored European Cup, world cup and other large-scale global sports events in recent years, which has greatly improved Hisense’s brand image in the global market and made great contributions to Hisense TV and even the global influence of the whole Chinese brand; In addition, Hisense Group has initiated several high-quality mergers and acquisitions in North America, Europe and Japan in recent years, which has become the focus of media attention and coverage.
Another global development enterprise Haier Smart Home Co.Ltd(600690) has received high attention. Almost 100% of its overseas business is its own brand. It is the only white power enterprise in China operating with its own brand in the global market.
Third, enterprises with high value category innovation. The evolution of market competition from low-end price war to high-end value war is the focus of media coverage. For example, Casati’s research and development of high-end household appliances also promotes the implementation of high-end smart sets; Fangtai continues to broaden the innovation boundary of high-end kitchen electricity; Vidda opened up a new track of high-value music TV, which greatly increased the premium and growth space of Internet TV brand.
Fourth, enterprises with professional public relations communication power and strong brand penetration. Brand public relations is the bridge and link of external publicity and communication. Hisense Group, Sony China and other enterprises have attracted attention for their public relations communication power and strong brand penetration.
Major general Ding, co-founder and chief analyst of qianqu gkurc, said that the media is not only the recorder and witness of the innovation and reform of the home appliance consumer electronics industry, but also the participant and promoter of the market. Investigation and research from the perspective of professional media people, a “key user”, can more accurately focus on the industry and trigger the “Butterfly Effect” and “circle breaking effect” at the industry and consumer ends. In the future, qianqu gkurc will connect rich cross-border resources, deeply promote the investigation and research of key users in household appliances, consumer electronics, Internet, FMCG, automobile and other sectors, and provide multi-dimensional support for enterprises’ scientific decision-making, refined operation and precision marketing.
(Securities Daily)
