Effort Needed to Overcome Chinese Home Appliance Export Problems

BEIJING, July 31 /Xinhua-PRNewswire/ -- General Electric Company (GE) with
its hundred-year history has taken a leading role in the international home
appliance industry. Who will take over the hundred-year business has become a
global focal point. Formerly, international home appliances enterprises
shifted their eyes to the Vietnam market with great expectation. But intense
economical fluctuation occurred in Vietnam, and Chinese home appliances
enterprises ( http://www.tootoo.com/w-Home_Appliances/ ), which have already
built plants there or planned to set up a factory there, unavoidably are
cautiously combing through their strategy again. These two matters in the
international market have caused the Chinese home appliance industry to be
deeply affected.
The president from Guangdong Midea Electric Appliances Co., Ltd
( http://www.tootoo.com/d-c15060041-GD_MIDEA_WATER_APPLIANCES_CO_LTD/ )
replied to a Tootoo.com interviewer, "The international home appliances
industry is shifting its center and needs to be reorganized unceasingly. This
is a business game, and we must participate in it." This sentence conveys that
the Chinese home appliance industry will tend towards the "globalization"
trend.
Actually, there is a long history of the Chinese home appliance industry
participating in the global competition, from Haier's internationalization to
TCL's transnational mergers, which indicates China's significant position in
the global home appliance industry. Chinese home appliance sales make up 1/3
of the entire global market, including a 70% share of the air conditioner
market and 50% of the electric fan market.
However, the inherent superiority of Chinese home appliances is fading
away along with RMB's appreciation against the US dollar and the rising labor
costs. This year, the growth speed of China's air conditioner and refrigerator
( http://www.tootoo.com/buy-conditioner_and_refrigerator/ ) exports has
obviously slowed down. The entire industry has been seriously affected and
some enterprises have even gone bankrupt.
For a long time, Chinese home appliances have relied on their low cost to
gain superiority, while private brand product exports are very small. On the
world market, the Chinese home appliance industry hasn't had brand influence,
let alone seizing the developed-country markets without high value-added
products. Worse, the Chinese home appliance industry has been too busy to deal
with various environmental protection instructions and technical barriers.
Thus, at present, Chinese home appliances
( http://news.tootoo.com/Electrical/ ) are just a participant in the industry.
To succeed, China's industry needs to try to better itself day by day.
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