Judging from the iteration and shipment of its smart speaker products, Haier itself does not care about speaker products, and its purpose is to lay out the Internet of Things industry.
Although the Internet of Things has given traditional household appliances a new growth direction, it has also brought more competitors to traditional household appliance manufacturers.
Internet vendors, represented by Xiaomi, not only occupy the big screen of TV, but also enter the core hinterland of traditional white goods manufacturers such as air conditioners and washing machines.
Under the trend of the Internet of Things, industry convergence has gradually begun to exert its strength, and Internet vendors and home appliance manufacturers have also begun to show their magical powers, all of which want to open up a new Internet of Things market.
Of course, opening up the market must start with renaming. The household appliance industry ushered in a name change frenzy around 19. Hisense electric changed its name to Hisense Video, TCL Group changed its name to TCL Technology, and Haier changed from Qingdao Haier to Haier Smart Home. The implication of building a smart home platform is vividly on the paper.
/kloc-in June of 0/9, Haier announced the change of the securities name, and Qingdao Haier changed its name to Haier Zhijia. In the announcement, Haier also specifically explained that the name change is to better promote the implementation of the company's IoT smart home eco-brand strategy.
In March of this year, Haier released its first financial report after renaming, with annual revenue of 19 of 200.7 billion. However, Haier, which seems to have achieved key growth, is actually facing great difficulties.
First of all, the profitability is not enough, and the gap between Midea and Gree is too big. /kloc-in 0/9, although Haier's revenue was 200.7 billion, its net profit was only 8.2 billion. In contrast, Gree's revenue is only 198 1 100 million, but its net profit has reached 24.6 billion.
Haier's profit margin has been unable to rise, because its sales expenses and management expenses have been high, which has greatly affected its profit margin. Because of the existence of Haier, there are too many problems in the sales and management of Haier Zhijia and Haier Electric Appliances, which leads to high costs and makes it difficult to reduce costs and improve profits.
Moreover, the market value of Haier is lower than that of Midea and Gree.
Many analysts believe that the market value gap between Midea and Gree is enough to fill a Haier.
Since June 65438+ 10, Midea's market value has been above 500 billion, Gree has been maintained at around 350 billion, and the market value gap has exceeded150 billion, while Haier's market value is only around160 billion. Of course, Haier Zhijia is only a part of Haier Group's business, and Midea and Gree are the overall valuation of the Group.
Although Haier holds high the concepts of smart home and Internet of Things and seeks new growth direction. However, it is not only Haier that is moving closer to this direction, but also established home appliance companies such as Midea, Gree and TCL.
Comparing the three giants of domestic household appliances horizontally, it is not difficult to find that in the transformation, Midea has achieved local advantages in key data such as market value and revenue, and is becoming the first brother of household appliances. Gree, on the other hand, strictly adheres to the core position of air conditioning, with the highest profit rate, and is also actively embracing the Internet to build a smart home system.
Internet vendors such as Xiaomi and Huawei have also attacked the city and launched their own smart home solutions.
Faced with such a situation, Haier seems to have entered its own middle-aged crisis.
Observing the adjustment of Haier in recent years, Haier seems to be trying to resolve the crisis through active upgrading. From product penetration to scene, build a platform-based home appliance operation.
At present, Haier official website's business introduction has focused on Haier U+ smart life platform, which also reveals Haier's determination to transform.
However, judging from the current fierce competition, it is still unknown whether Haier can win the next era after middle age.