【解密】家电市场已经饱和五六年,一些企业为何还能涨

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一提到"家电市场需求饱和"的问题,如果记忆没有错误,这个话题无论是在中国,甚至还是欧美家电市场上,很多业内人士、行业专家、市场人士,已经提出来有五六年来时间了。

五六年过去了,面对一直持续饱和的家电市场消费需求,为什么一些家电企业的市场业绩、营收规模还在增长?比如说海信、TCL、创维等企业的电视业务,格力、美的等企业的空调业务,以及海尔的冰洗、厨电和热水器等业务。

特别是过去一年,在家电行业整体陷入寒冬最为迷茫无助的背景下,一些家电企业仍然取得经营业绩的逆势增长。那么,家电市场需求到底有没有出现饱和?一些家电企业又是靠什么在饱和的市场取得增长?秘诀在哪里?

首先,从市场整体层面来看,出现饱和的家电消费需求并不是针对任何一家企业,而是对于行业整体而言,面对大量的同质化家电产品消费需求饱和是必然。同时,从家电企业的产能,到家电市场的消费需求,产能供给增速已经远远超过用户需求增速,市场饱和也是必然趋势。

但是,饱和的只是行业局面,并不代表所有企业的市场拓展和增长机会也饱和了。对于一些具有产品力,创新力的企业来说,消费需求并不会饱和,反而会在趋优、认同品牌的背景下,出现逆向的增长。

其次,面对行业已经全面饱和的市场需求来说,一些家电企业仍然找到可以逆势增长的手段和方法。其中最为简单、有效、快捷的,就是资本并购和市场洗牌。前者通过收购,以1+1>2的模式,为相关家电企业构建多个业务增长体系,解决了企业增长动力的问题。比如说中国企业在欧美市场上对老牌家电企业的收购,就是典型的逆势扩张构建新动力;

后者通过市场化的洗牌和重组,腾笼换鸟。最为典型的案例,就是大鱼吃小鱼,通过强者恒强、弱者恒弱,吞并中小企业的市场份额,从而为大企业赢得增长空间和动力。

再者,近年来不断升级的消费需求,以及不断变化的产品功能和科技,双向合力之后就在全球家电市场上掀起一股高端化、品质化的趋优消费新趋势。这也成为最近两年来一些家电企业在需求饱和背景下还能继续增长的一股动力。

从整体局面来看,家电消费需求饱和已经无可争议,但问题是消费需求的多极分化,则让很多家电企业找到可以增长的新动力体系打造和构建。由此,在饱和导致下跌的家电市场上构建增长新动力,并不是神话,而是能力的问题。

通过上述一系列原因分析解码之后,可以清楚地看到:对于家电厂商来说,要想在接下来持续饱和的消费需求中找到增长动力和空间,途径并不少:最考验企业实力的就是资本大收购;最考验创新能力的就是原创性、差异化新品和精品的研发;最考验市场竞争力的则是行业洗牌,淘汰中小企业为自身发展谋求新的增长动力。


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