Fashion and intelligence, then lead the coquettish!Ningbo small home appliance farewell tradition

At the 2022 China (Ningbo) International Home Appliance Fair, buyers dock with manufacturers. Reporter Li Li Photo

"I did not expect that the exhibition was very good this year, and more than 400 intentional customers were received on the spot. These days, there are at least 30 customers who can carry out substantial cooperation these days, and the turnover is expected to exceed 100 million yuan ..." Since participating in 2022 China a week ago (Ningbo) After the International Home Appliances Expo (hereinafter referred to as the Home Appliance Expo), Tu Yunfeng, general manager of Cixi Yizheng Electric, was busy connecting with buyers across the country.

As the first home appliance industry professional exhibition held in China this year, a large number of Ningbo exhibitors such as Zhengdi Electric, Hangdi Electric, Keyi Electric, and Qunxin Microelectronics launched the "grab orders, expand domestic sales, expand the market for markets, and expand the market. "The first shot.

As a "barometer" and "vane", what signals did the home appliance exposition this time? How can Ningbo home appliance companies re -stand to the center of the stage?

Pain

Ningbo is one of the four major home appliances nationwide, and it is also one of the global electricity production bases such as electric iron, hair dryer, heater. "Double Blossoms" in domestic and foreign trade have made Ningbo home appliance companies establish an unshakable status of rivers and lakes.

In 2021, Ningbo's smart home appliance industry had a total of 558 enterprises, with an industrial output value of about 128.5 billion yuan, an increase of 16.1%year -on -year.

As we all know, Ningbo small home appliance companies, which are known for foreign trade, are mostly OEM (commonly known as foundry). In recent years, with the continuous differentiation of the international market and the continuous interference of the epidemic, Ningbo home appliance companies have suffered unprecedented impact. In the new market structure, the original competitive advantage of Ningbo home appliance industry is gradually decreasing.

Due to the relatively small products and the market competition is not fierce, before the epidemic occurred, the development momentum of the main aromatherapy machine's recruitment electrical appliances was rapid, and the annual sales increased continued to 30%to 50%. But in the past three years, Tu Yunfeng's life is not good.

"We mainly supply European and Japanese customers. Affected by the epidemic, first of all, there is no freight. Later, the demand for overseas markets shrinks, and sales have continuously decline ..." Tu Yunfeng said that it was unable to expand overseas markets to make them confused.

This is not a case. Many Ningbo small home appliance companies have encountered similar pain.

The establishment of Ningbo Hangdi Electric, which was established for more than 20 years, started with a water dispenser. The domestic and foreign trade "double flowers", with annual sales exceeding 100 million yuan. After the epidemic, foreign trade channels were blocked, and domestic sales could not be found in a good way, and corporate operations were in a state of progress.

Sun Shouxiang, manager of the sales department of Ningbo Hangdi Electric, said that in recent years, it has been impacted by the epidemic, and the domestic and foreign trade business has been difficult to do. This made many peers catering off guard.

Turnover

"At the home appliance expo, we finally took our heads with our partners." Tu Yunfeng said that during the home appliance expo, the buyers who came to negotiate endlessly made them overwhelmed.

Tu Yunfeng said that in recent years, although sales have declined in recent years, the company has not blindly followed the trend or stopped, but has developed new products more actively for customer needs. Since the beginning of this year, the company has received a total of about 300 million yuan.

It is reported that the three -day home appliance expo attracted nearly 400 home appliance companies from Zhejiang, Shandong, Shanghai and other places to participate in the exhibition. After preliminary statistics, the intention turnover exceeded 1.7 billion yuan.

Wang Liang, the general office of Ningbo Qunxin Micro Electronics Co., Ltd., located in Qianwan New District, said: "With the cooperation foundation of leading enterprises such as Fang Tai, Qinyuan, Bulls and other industries, we have received more than 100 customers at the home appliance expo. Among them A home appliance company has seen the rotation screen of our newly developed rotation screen. The two parties have reached the intention of cooperation. This order alone exceeds 100 million yuan. "

Mr. Ni, a purchaser from Jiangsu, told reporters that at the home appliance expo, he signed 2 million yuan in procurement orders, which are being connected to the manufacturer in the past few days. "We mainly purchase Ningbo home appliances such as washing machines and tea bar machines. This year, the size of the home appliance expo is large, and there are many suppliers available for choice."

Break through

"Our latest developed product water heating blankets, heating the velvet blankets through water pipes, which is safer and comfortable than electric blankets. It will start mass production next month." Sun Shouxiang told reporters that during the special period of "internal and external difficulties", they improved through the development of new products Enterprise resistance. "After the epidemic, we added products with better market response such as air fryer and electric steamer to actively expand the domestic market."

"Change" is the only way to deal with "severe winter".

Interest electrical electrical appliances, in addition to offline channels and e -commerce platforms such as Taobao, JD.com, Pinduoduo, etc., they have also begun to work on the live broadcast platform. "We began to enter the live broadcast room last year. At present, live broadcast sales have accounted for 70%of the company's total sales." Liang Qianfa, the person in charge of Keyi Electric, told reporters that before the epidemic, their company's total foreign trade sales each year was about 120 million yuan. Essence After the epidemic, sales decreased sharply by 30%. After pioneering the live broadcast channel, this loss was "robbed" by them.

Of course, this road is not flat. Liang Qianfa said that the selection of the live broadcast platform has its own standards, and the high price is standard. This also puts new requirements for enterprises in terms of cost control and product design. "We introduce a design team to create new products, and reduce the cost through procurement."

future

According to the "Ningbo Smart Home Appliance Industry Cluster Development Plan (2021-2025)", by 2025, the industrial output value of Ningbo smart home appliance industry regulations will reach 150 billion yuan, an average annual growth of 7.5%.

In the changing market environment, how should Ningbo home appliance companies meet the difficulties? Finding certainty in uncertainty is the greatest business opportunity. Ningbo entrepreneurs who are known for "dare to be the world first" are well versed in the truth.

"The product is upgraded and transformed towards the intelligent direction, building a higher -tech barriers, creating its own brand ... These are the future directions that the small home appliance industry can determine. It is reassuring that many Ningbo companies have taken action." Ningbo Zeng Huaxuan, chief executive officer of Yihuaxin Semiconductor Co., Ltd., told reporters that at present, they are committed to smart home appliance chip solutions and the creation of the Internet of Things. At the home appliance expo, the most communicated with local home appliance companies was about the topic of product intelligent upgrade.

In Zeng Huaxuan's view, at present, many companies in Ningbo have noticed the importance of the intelligent upgrade of products, and some head companies such as Fang Tai and Oaks have gone far on this road.

"I believe that under the leadership of these 'leaders', the Ningbo small home appliance industry will definitely achieve gorgeous turns and exert a greater cluster industry advantage." Zeng Huaxuan said.

"Since 2017, we have begun to build our own brand." Tu Yunfeng said that Ningbo home appliance manufacturing companies, which have always rely on OEM, have become increasingly aware of the importance of independent brands.

Reporter Li Li

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