At the beginning of the new year, traditional home appliance companies have transformed

Recently, Philips announced that it had signed an agreement with Japan Funai Electric to transfer Philips video and audio accessories business to it for 150 million euros. From the invention of cassette recorders and compact discs in the last century, to the current whispering gallery and Blu-ray home theater, Philips, the industry giant, is no longer in love with the video and audio industry. In the future, Philips will focus on high-profit areas such as medical care, lighting, and small household appliances.

It is understood that Philips audio and video and accessories business consists of audio, video, multimedia and accessories business. According to the agreement, Funai Electric will also pay an extra license fee for the brand. The duration of the brand licensing agreement is five and a half years and the contract can be renewed for a period of five years. Among them, audio, multimedia and accessories business is expected to complete the transaction in the second half of 2013. The video business, in accordance with the intellectual property licensing agreement, will be transferred in 2017.

In recent years, Philips has been streamlining its business and focusing on fewer areas. In 2006, Philips abandoned its mobile phone business early. In 2008, Philips sold the North American TV and DVD business to Japan's Funai Electric. In 2009, Philips announced that it will withdraw from the panel company jointly established with LG. In 2011, it licensed TTV from China and the Asia-Pacific region to TPV. Right now, Philips in the color TV market has been marginalized. According to IDG's 2013 list of the world's top 20 color TV brands released at CES 2013, Philips ranked only 14th and was left behind by China's color TV brands.

Philips’ fourth quarter financial report showed a net loss of 358 million euros. Among them, the medical department contributed 40% of the company's revenue, and the consumer lifestyle department (Philips's razor, coffee machine and other products are still sold all over the world) contributed 26% of the company's revenue, and the lighting business contributed to the company. 32% of revenue. The consumer electronics business continued to lose money.

Galanz, which sells microwave foods in Galanz and accounts for half of the global microwave market, recently announced that it will transform from an integrated appliance manufacturing group to a full-industry group spanning durable goods and fast-moving consumer goods in the next 10 years.

Recently, Galanz launched 6 microwave ovens and accessories, and signed strategic cooperation agreements with Sanquan and COFCO Dabao and other leading food brands. They launched a total of more than 20 kinds of microwave cuisine including nutritious breakfast, energy lunch, classic dinner and nourishing beauty. , Layout microwave food industry chain.

At present, China has more than 80 million microwave oven users and has built a mature and huge basic consumer market for microwave vessels and microwave green food. To enable the microwave oven to change from simply “heating” the supporting role to the “protagonist” of the kitchen, we must first seek the diversification of functions, in which microwave utensils and microwave cuisine play an important role.

“In developed countries such as Europe and the United States, the related industries based on microwave oven applications are very developed. In the US market alone, the scale of microwave utensils and microwave food for one year exceeds US$20 billion. In China, whether it is a microwave food chain or a supporting tableware chain, etc. It is almost a blank market," said Lu Lanlie, a spokesperson for Galanz News.

This time, Galanz adopted a conservative strategy for the introduction of microwave food and did not distribute products on a large scale. The first batch of more than 20 types of microwave food products were launched on the online market before the Chinese New Year, and will be further sold offline in the traditional market, mainly including Shangchao, 24 Hours of convenience stores, etc., and will focus on pioneering first-tier cities.

It is not a single case that Foxconn’s transformation of household appliance enterprises in the upstream and downstream industries. Foxconn, the global OEM giant, is not alone. On January 21, the "Rui Xia" brand LED LCD TV manufactured by Foxconn quietly launched on Tmall. It began pre-sale on January 24 and was priced at 9,000 yuan. This product focuses on "original imports of the 10th generation panel." It is reported that the panel of the Tenth Generation Line is from Japan's Haze plant, which is a joint venture between Foxconn parent company Hon Hai Group and Sharp.

As an OEM giant, Foxconn has long been at the bottom of the “smile curve” in manufacturing. The industry believes that the transition is to reverse the unfavorable situation of OEM. In the past 2012, Foxconn's series of actions proved its determination to transform. In May 2012, Foxconn's parent company, Hon Hai, finally won the right to operate the joint venture Chi Mei Optoelectronics for three years and opened up the downstream business of the panel. Subsequently, Hon Hai proposed a series of upstream panel components, panel production, and downstream assembly of LCD TVs to create a one-stop vertical integration of production and sales of "eye plans" with a clear strategic pattern. In the same year, Hon Hai also spent huge sums of money to participate in Sharp's tenth-generation line, winning half of its production capacity, consolidating the upper reaches of the chain, and better supporting Hon Hai’s own color TV assembly business. The newly released Rui Xia TV is the tenth-generation line of cooperation. After the launch of the first independent brand 60-inch LCD TV, Foxconn finally has its own TV brand.

In addition, Foxconn has gradually strengthened its penetration in products and terminal channels in recent years. Prior to the launch of the Ruixin TV product, Hon Hai has begun intensive distribution channels. The first is to create more than 30 cyberspace digital plazas. By the end of 2010, Foxconn had opened a large-scale 3C shopping mall “Mega City” with METRO, the fifth-largest channel in the world.

Why the traditional home appliance companies have transformed their industry transformation is the current hot topic, especially for the traditional industries such as home appliances.

Although various new concepts in the marketing of home appliance brands have emerged in an endless stream, there have been no major changes in the use of home appliances and their core technologies in the past few decades. The news of microwave oven giants crossing the border to enter the cuisine is refreshing. To a certain extent, the significance of this change in the transformation and upgrading of the home appliance industry is similar to that of the current smartphone industry. By redefining the function of the microwave oven, the microwave oven will be transformed from a heating tool into a cooking platform, thus forming a large market.

Take a look at Philips, an established company with 80 years of history in consumer electronics. Over the years, this Dutch company has become a household name because of the production of high-quality television sets, tape recorders, video recorders and CD players. Now, after Philips sells its audio and video and accessories business, the company will bring us more familiar products in the future. It will be its best-selling razors, coffee makers and toasters. Last year, Philips sold 10 million electric razors in China alone, resulting in huge profits.

In recent years, with the outstanding performance of Chinese and Korean companies in the field of consumer electronics products, European, American and Japanese companies have successively fallen into a loss position in this position. In addition to Philips, Hitachi, Toshiba, Matsushita and many other Japanese electronics giants are shrinking their front lines in the consumer electronics field, shifting their strategic focus to commercial, medical, and engineering applications. The departure of these giants made people understand the cruelty of the market.

As the world's largest electronic foundry, Foxconn has been hailed as the “king of foundry” by the “Business Week”. More than 50% of the world's desktop chassis and 20% of computers are produced by Foxconn. They are OEMs for Apple, Sharp, Sony, Nokia and other electronics giants. The customer range includes almost all famous brands in the IT industry. At the same time, under the general trend of rising labor costs, profit models that rely on cheap labor to create value have been difficult to sustain. When the cost advantage is no longer obvious and resources are relatively lacking, transformation is the best policy. In Foxconn's territory, a more ambitious desire is: to open up the entire chain from design, production to sales, integrate the entire upstream and downstream industry chain, thereby changing the conditions in which OEMs are constrained in many ways, and gain more autonomy in the market. right.