【新皇冠app唯一官方网站】Export revenue growth enterprises accelerate the overseas layout of the clean electrical appliance industry chain: the overseas market share of the head enterprises will be further improved
Department store fairIt is understood that from 2024 to the present, the capital market's preference for clean electrical appliances related companies has increased significantly。Behind this phenomenon is that industrial companies are hot to go to sea, and export revenue has increased significantly。
The reporter learned from the interview that the overseas person in charge of Stone technology maintained a high frequency of business trips;Cloud Whale Intelligence will actively participate in overseas exhibitions this year, and the department responsible for overseas sales and brands has recently expanded significantly;Some companies are busy replicating the channel and marketing experience of mature markets to emerging markets。Industry chain people expect that the head company's overseas market share will further increase。
But at the same time, some insiders remind that although domestic clean appliance manufacturers have explored a set of "sea survival strategies" in terms of patents, tariffs and compliance, they still have to adjust their overseas strategies in a timely manner according to changes in trade frictions, geopolitics and other factors。
Product power leading international peers
The department store exhibition learned that while China's clean electrical appliances people are on A global business trip, the A-share market has significantly improved the preference of the two listed companies that are "only two"。Since the beginning of this year, as of May 24, the price of stone technology has increased by more than 50%;Cobos shares are up more than 25%。In a number of brokerage research reports, the reference to "overseas growth is significant", "overseas market force" and "export revenue continues to exceed expectations" is common。
Data show that in 2023, the export revenue of stone technology increased by 21.42%, with a revenue share of 48%.87%。Cobos export revenue increased by 25.76%, and the income share was 42.07%。
Stone Technology held a press conference in April this year, announcing that the sales of sweeping robots were the first in the world;In the May event, Pursuit Technology said that the global performance of vacuum cleaners was upward, and threw out the data that the market share of many markets, including Germany, Italy and Singapore, had increased。
The European and American markets are the "pioneers" of clean electrical appliances, and what are the Chinese clean electrical appliance manufacturers relying on to grab food with "Big Brother"?
"In terms of product strength, it is a strike。A brokerage researcher told Cailiannews reporter that iRobot is still a visual route, domestic products mainly use laser routes, laser routes are more mature。Some foreign products even sweep, drag function is separate, buy two to achieve sweep + drag。For the price of these two, you can buy four Chinese products。
You Danny, general manager of Suzhou Rongcai Innovation Technology Co., LTD., believes that American brands have left a lot of profit margins for Chinese brands in terms of product pricing, and at the same time, they lag behind Chinese manufacturers in terms of technology, cost and efficiency。
Stone technology staff to Cailianhe reporter introduced, "In overseas markets, we are more high-end products sell better, the price is often two to three times that of the domestic, there are still many overseas consumers pay.。”
It is reported that when Stone Technology went to sea in 2019, the mainstream sweeping robots overseas at that time still used random collisions as a solution, did not enter the intelligent stage, could not really plan and clean up independently, and the user experience was not very good。The products of stone technology can quickly build and remember home maps, and reasonably plan the path of room cleaning, covering a comprehensive and efficient, new technical performance, so that many foreign consumers are impressed。
Cloud whale intelligent overseas marketing&Shao Shili, head of strategy, said that at present, the technical level of China's clean electrical appliance manufacturers is in the world's most advanced echelon。This is also in line with the general trend of smart manufacturing in China。The current sea is more about technological innovation。He introduced that cloud whale's first product in 19 years launched a self-cleaning rag function, which is a product that truly realizes a mop, and today, five years have passed, iRobot still has not made it。
At present, China's clean electrical appliance manufacturers are accelerating the overseas market layout。Stone Technology plans to replicate its experience to more emerging regional markets in 2024。Cloud whale intelligence has been sold in more than 30 countries or soon to be sold, due to high-end product positioning, currently mainly covers Europe, the United States, the Asia-Pacific developed countries market, the company plans to expand the market to other regions。
Embrace opportunities: Different "copy" strategies vary
Department store exhibition learned that when it comes to how to develop and cultivate overseas markets, local (local) localization is a word repeatedly mentioned by clean electrical appliance manufacturers。
Shao Shili introduced, "In comparison, the cleaning needs of overseas customers are quite different, they have more pets, and there are more carpets at home.。Therefore, the design of hair anti-entanglement and special localized products should be introduced in the product。”
Marketing ecology, each market emphasis is different。Shao Shili introduced that in the Korean market, European and American channel advertising such as facebook is not useful as imagined。"This is related to the monopolization of the market by Korean conglomerates, resulting in no data sharing.。And this, to a certain extent, leads to entertainment stars in the influence of public opinion occupies a special position。
"So we chose to cooperate with local stars, and recently held an offline pop-up store in Seoul that attracted a lot of people.。"Shao Shili said。
In addition, the channel development status of different countries is different, and Chinese enterprises going to sea need to adapt to the adjustment。Brokerage researchers told reporters that there are big differences between Europe and the United States。Europe is mainly sold through dealers, and when a head company expanded the European market, it used the strength of Xiaomi's European dealers。The offline channels in the United States are very difficult to access。
Shao Shili said that the different market environment means that there must be different talents, and the team construction pays attention to the localization of regional teams, and will consider absorbing local personnel with more market experience。
However, he also stressed that overseas personnel still need to work closely with the R&D team, supply chain team and product team in Shenzhen headquarters to ensure that overseas demand is well met。
At the same time, Stone technology also said, "For the major overseas markets, we adhere to one principle: professional talent, localized operation.。The company plans to set up branches in some key countries and regions to specialize in managing and operating local market development。
Patent, tariff and compliance constraints but overseas markets are still promising
Opportunities and challenges are often twin brothers。For clean appliance manufacturers, patents, tariffs and compliance are the concrete embodiment of the challenges of going to sea。
As a "pioneer" enterprise in the field of clean electrical appliances, foreign enterprises such as Bisheng and IROBOT have outstanding patent advantages。You Danny said that the patent environment in the United States is different from that in China, once a patent dispute occurs, the uncertainty of patent infringement cases in the United States and the amount of compensation will be higher。
Shao Shili also said that overseas consumers attach great importance to product patents, such as in Europe, consumers will care about whether the patented technology in the product is exclusive and whether there is innovation。
In recent years, patent litigation between Chinese manufacturers and overseas manufacturers is not uncommon。The patent infringement cases of BISSELL and Cobos' Teco washing machine, and the vacuum cleaner patent disputes between Dyson and Pursuit Technology have lasted for several years。You Danny said that the cost of responding to the lawsuit of China's clean electrical appliance manufacturers is not low, including legal fees, all aspects should spend a lot of money。”
How to deal with patent risks in the process of going to sea?Shao Shili told reporters that the patent accumulation of different companies is not the same, and the patent layout is not the same。As for the cloud whale, it is a proactive role, rather than a defensive role。Whether from the perspective of competition or development, the company attaches great importance to this area。
For the tariffs, the reporter learned that so far electrical products such as floor washing machines are still in the United States tariff exemption period。According to a number of research reports, the Office of the United States Trade Representative announced on December 26, 2023, extending the Section 301 exemption period for Chinese imports for five months to May 31, 2024。According to reports, the sweeping robot category is subject to 25% tariff before exemption, and the tax rate is 0% after exemption。
The surveyed brokerage researchers believe that the impact of tariffs may not be very large based on the current situation of higher gross margins of overseas products。
Regarding compliance considerations in the sea, Stone technology said that it is necessary to make choices and prioritize。
"For an enterprise that wants to operate the global market well, to be able to choose a good market, to make a good choice, to prioritize is the first step, must be the priority to choose relatively more open, more sound legal system, and stronger consumption power of the country and regional market.。"Stone Technology said。
Although facing a variety of constraints in the sea, the industry is optimistic about the prospect of clean electrical appliances going to sea。Stone technology said that the current global market penetration rate of sweeping robots is still in a relatively low state, and the market space is still large。IDC also predicts that the global intelligent sweeping robot market shipments will continue to increase at a compound annual growth rate of 6% in the next five years, and it is expected that global shipments will be close to 25 million units in 2028。
Department store exhibition learned that you Danny said that the domestic clean electrical leading enterprises will have more and more influence overseas。In terms of market share will definitely rise, because it is "not yet at the end"。Besides, in addition to sweeping robots, other cleaning electrical products may also make advantages in the future。
The above is the clean electrical appliances related information brought by the small edition of the department store exhibition. You are welcome to visit the site to understand, so that you can understand this information will be more helpful。
Source: Financial Union