In the past two years, the photovoltaic market has been hot again. Now the heat is still burning in the household appliance circle, which has attracted a large number of enterprises, including Gree, TCL, Skyworth and so on. Why?
Written by Kong Yu
Is it photovoltaic again, or photovoltaic? Why is solar photovoltaic hot again?
For many home appliance enterprises, it is neither strange nor surprising to the photovoltaic industry. The photovoltaic industry, which has entered the era of no subsidy, has become popular again in the market since 2020 because of its low cost, energy security of various countries and strong correlation with climate change. This has also attracted the participation and promotion of a large number of home appliance enterprises such as Gree, TCL and Skyworth.
As early as 10 years ago, the story of the two "brothers and sisters" of Suntech and Savi in the solar photovoltaic industry has not been completely forgotten. Now the industry is hot again. So, what are the reasons for some home appliance enterprises to enter or layout the photovoltaic industry? The household appliance industry believes that a large number of enterprises will enter the photovoltaic industry next, so what are they fighting for? In the future photovoltaic industry, can these enterprises from the home appliance industry achieve their wishes?
In recent years, the outside world has seen the diversification of home appliance enterprises. Many people's first reaction must be: the main business of home appliances is no longer working, and enterprises need to find new business growth points. In fact, many people also ignore an important turning point, that is, many leading enterprises in the household appliance industry have changed from an enterprise in the past to a platform. Their current series of diversified business expansion is ostensibly looking for new business fulcrum and growth point of scale and profit, but in essence, it is the enterprise's operation and management ability Fully release and detonate the platform resource capability.
Look at the diversified expansion of household appliance enterprises from another angle
Haier, Midea, Gree and Hisense, which are familiar to Chinese families, are no longer just enterprises in the household appliance industry. Like Panasonic, Philips, Bosch, Siemens and other foreign-funded enterprises, although they rose with the home appliance business in those years and their brands became famous because of home appliance products, they are not just "home appliance enterprises" now.
From this perspective, you may have new answers and Thoughts on why TCL technology, Gree Electric Appliance, Skyworth Group and other well-known enterprises born in the household appliance industry have suddenly and frequently increased the solar photovoltaic business in the past year:
First of all, it is not simply to establish new business growth points outside home appliances in order to pursue the growth of business scale and profit. In fact, over the years, many home appliance enterprises have been carrying out diversified expansion, including some transformation technology groups, some transformation commercial businesses, some transformation park operators and so on. In essence, it is a radiation based on the enterprise's own business strategy and ability.
At the same time, Gree Electric, TCL technology and Skyworth Group will not blindly pursue "what is hot, what is made by fire" as they did 10 years ago or even earlier. Instead, it must be connected with the existing resources, platforms and capabilities of the enterprise. After all, with a foundation from 0 to 1 and a breakthrough from 1 to 100, the probability of success is higher.
Moreover, for any home appliance enterprise, whether in the past or now, diversified expansion is only a means of enterprise development and operation. The first criterion for choosing diversified business is to cover the comprehensive ability of the enterprise and radiate effective resources, rather than maximizing short-term economic benefits.
Promotion from industrial enterprises to platform enterprises
As early as many years ago, the leading enterprises in the home appliance industry represented by Haier, Midea, Hisense, Changhong and TCL began a round of transformation and promotion from industry-based enterprises to platform enterprises. A simple understanding is that these enterprises are not satisfied with the creation of household appliances and other products, but hatch new businesses and companies based on their existing resources and capabilities. Some enterprises even proposed to build two or three of the world's top 500 enterprises.
Specifically, we can find more logic: as early as many years ago, Gree Electric began to layout solar photovoltaic (storage) air conditioning, which can be said to establish a close relationship with the solar photovoltaic industry. Now, Gree Electric finally takes over Yinlong new energy after a lapse of five years and becomes the actual controller of the enterprise. In the future, Gree Electric will have corresponding business layout and expansion not only in new energy vehicles, including new energy energy storage, and solar photovoltaic. Of course, it will take time to answer whether this will become a new business growth point of Gree.
The latest semi annual report of Skyworth Group disclosed for the first time that Skyworth gained 829 million yuan of business revenue in the first half of this year after entering the solar photovoltaic industry in 2020. The household appliance circle learned that Skyworth's photovoltaic business is currently mainly oriented to the household user market, building household solar photovoltaic power stations, and will gradually develop industrial and commercial photovoltaic and comprehensive intelligent energy management on the power side in the future. However, at present, the multimedia company of photovoltaic under Skyworth Group should want to use the original TV dealer channel of TV to promote and sell directly to users. It is also a joint transformation with traditional TV dealers.
TCL technology entered the solar photovoltaic industry by acquiring and holding central shares last year. However, different from other enterprises, at present, Zhonghuan photovoltaic business still focuses more on the upstream of the industrial chain and does not involve the downstream product module and scheme operation of photovoltaic. For TCL group, in addition to reaping the stable growth space from the photovoltaic industry, the silicon wafer of photovoltaic materials is also an important raw material of chips, which also opens up and connects the industrial logic of TCL semiconductor chips.
For Gree Electric, Skyworth Group and TCL technology, their goals and paths may be different, but they also have similarities: first, the coverage of capabilities and resources can form a certain correlation and synergy with existing businesses; For example, Gree Electric and Yinlong new energy can share customer resources and channel resources not only in photovoltaic energy storage, photovoltaic solar energy and photovoltaic central air conditioning products, but also in intelligent manufacturing, robots, new energy vehicles and other categories; Similarly, Skyworth PV business is placed in the multimedia business system for this consideration;
Secondly, the forward-looking development space of the business and the double synergy of economic and social values. There are many profitable industries. Solar photovoltaic is not new. It has detonated a round as early as more than a decade ago. Now it is hot again in the Chinese market. The key is to let many enterprises not only see the development prospect of the industry, but also see the synergistic detonation of corporate social responsibility and commercial value under the national policies of "carbon emission reduction" and "carbon neutralization" and the global energy environment. For example, TCL technology's acquisition of central has created a new business segment of the enterprise, not only photovoltaic and other new energy, but also chip semiconductors, which are the key to solving the "neck sticking" technology.
Moreover, the diversified expansion of any enterprise must finally consider the medium and short-term economic benefits. After all, the current home appliance business has very limited growth space for many group enterprises with a head of 100 billion or even 50 billion. New business must be arranged in advance. For example, Midea has new businesses such as robotics and automation, new retail, medical treatment and core components, Hisense also has businesses such as smart transportation and smart city. In addition, Haier's diversified expansion business system is more and wider. For enterprises, these businesses, like photovoltaic, solve the problems of future business growth and sustainable development.
Once enterprises "become bigger and stronger" with one or more businesses, their first consideration is not "how to consolidate the existing main business", but how to realize "the steady expansion of the main business and business scale". This is not only the development business model of Chinese enterprises, but the common choice of many enterprises all over the world. Therefore, many leading enterprises born in the home appliance industry, although the proportion of home appliance business is still not small at this stage, their layout of a series of emerging businesses in the future is imperative and natural.
At present, the global scientific and technological innovation platform established by Chinese household electrical appliance enterprises not only pays attention to the household electrical appliance industry, but also pays attention to the intelligent and intelligent development of family life. Therefore, the coverage and radiation of technical capacity is the strong support at the bottom. At the same time, the marketing network, logistics network, service network, business contacts and other resources scattered in the national and global markets of home appliance enterprises can help the breakthrough of emerging businesses from 0 to 1. Moreover, the brand reputation and corporate reputation of these enterprises over the years are the strategic breakthrough and key point to get through commercial customers and consumer customers.
Looking back at a series of foreign-funded enterprises such as Siemens, Panasonic and Philips, perhaps we have a deeper understanding and insight into the current diversified expansion of Chinese household appliance enterprises!