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太阳能光伏市场又火了,格力TCL创维们纷纷加码在抢什么?

作者: 编辑: 来源: 发布日期: 2021.09.10
信息摘要:
对于很多家电企业来说,对于光伏产业并不陌生,也不意外。进入无补贴时代的光伏产业,从2020年开始再度因为成本实在太便宜了、涉及各国的能源安全…


这两年来,光伏市场又火了,如今这把热火还烧到家电圈,吸引了包括格力、TCL、创维等一大批企业的纷纷加码,这到底又是为什么?

又是光伏,还是光伏,太阳能光伏怎么又火了?

对于很多家电企业来说,对于光伏产业并不陌生,也不意外。进入无补贴时代的光伏产业,从2020年开始再度因为成本实在太便宜了、涉及各国的能源安全,以及与气候变化的强相关等特点,再次于市场走红。由此还吸引了格力、TCL、创维等一大批家电企业的参与和推动。

早在10年前,太阳能光伏产业尚德与赛维两大“难兄难弟”的故事还没有完全被人遗忘,如今这一产业却再度火爆。那么,当前一些家电企业进军或布局光伏产业的原因到底是什么?家电圈相信,接下来还会有一大批企业进军光伏产业,那么他们到底在争夺什么?未来的光伏产业,来自家电行业的这些企业们又能否如愿以偿?

这些年,外界看到家电企业的多元化,很多人第一反应肯定是:家电主业不行了,企业需要寻找新的业务增长点。其实,很多人还忽视一个重要的拐点,就是众多家电行业的头部企业们已经从过去的一家企业变成一个平台,他们现在的一系列多元化业务扩张,表面上是寻找新的业务支点和规模及利润的增长点,本质上则是企业经营管理能力、平台化资源能力的全面释放和引爆 。

换个角度看家电企业的多元化扩张

海尔、美的、格力、海信,这些中国家庭“耳熟能详”的家电企业,如今已不只是属于家电行业的企业了。跟松下、飞利浦、博世、西门子等外资企业一样,当年他们虽然凭借家电业务崛起,品牌也是因为家电产品而变得有知名度,但如今却不只是“家电企业”了。

从这个角度来看,对于TCL科技、格力电器、创维集团等诞生于家电行业的知名企业,为何在最近一年多来突然频频加码太阳能光伏业务,大家或许就会有新的答案和思考:

首先,不只是简单地为了追求营业规模和利润的增长,在家电之外建立新的业务增长点。事实上,这些年来很多家电企业都在进行多元化扩张,有的转型科技集团,有的转型商用业务,有的转型园区运营商等等。本质上,都是基于企业自身经营战略和能力的一种辐射。

同时,无论是格力电器,TCL科技和创维集团,如今面向太阳能光伏产业的扩张,都不会像10年前甚至更早时间那样,盲目追求“什么热做什么、什么火造什么”。而是一定要与企业现有的资源、平台和能力进行对接和打通。毕竟,有了从0到1的基础,再从1到100突破,成功概率就大一些。

再者,对于任何家电企业来说,不管是过去还是现在,多元化扩张都只是企业发展和经营的一种手段。选择多元化业务的第一标准,就是进行企业综合能力的覆盖和有效资源的辐射,而不是短期的经济效益最大化。

从行业型企业向平台型企业的晋级

早在多年前,以海尔、美的、海信、长虹、TCL为代表的家电行业头部企业们,就开始启动了一轮由行业型企业向平台型企业的转型与晋级。简单理解,就是这些企业不满足于家电等产品的打造,而是基于企业现有的资源和能力孵化新业务、新公司。有的企业甚至提出了要打造2家、3家世界500强企业。

具体来看,就可以发现更多的逻辑所在:早在多年前,格力电器就开始布局太阳能光伏(储)空调,可以说与太阳能光伏行业建立比较密切的联系。如今,格力电器终于在时隔5年后入主银隆新能源,成为这家企业的实际控制人,未来格力电器不只是在新能源汽车,包括新能源储能,以及 太阳能光伏等方面,都会有相应的业务布局和扩张。当然,这是否会成为格力电器新的业务增长点,还需要时间给出答案。

最新公布的创维集团半年报,首次披露创维于2020年进入太阳能光伏产业后,于今年上半年就收获8.29亿元的业务营收。家电圈获悉,创维光伏业务目前主要面向家庭用户市场,构建家庭的太阳能光伏电站,未来还将逐步开拓工商业光伏、用电侧综合智慧能源管理等。不过,光伏目前在创维集团旗下的多媒体公司,应该是想利用电视原有的电视经销商渠道,直接面向用户进行推广和销售,也是联手传统电视经销商一起转型。

TCL科技则是于去年通过收购并控股中环股份,从而切入太阳能光伏产业。不过,与其它企业不同的是,目前中环光伏业务更多还聚焦于产业链上游,并没有涉及光伏下游的产品模块和方案运营。中环股份对于TCL集团来说,除了收获来自光伏产业的稳定增长空间,其中光伏材料的硅片还是芯片的重要原材料,这也打通并连接TCL半导体芯片的产业逻辑。

对于格力电器、创维集团以及TCL科技来说,选择进入光伏等新能源产业,各自的目标和路径或许各不相同,但也有相似之处:首先,能力和资源的覆盖,与现有业务可以形成一定的关联、协同性;比如,格力电器与银隆新能源不只是在光伏储能、光伏太阳能、光伏中央空调产品上,包括在智能制造、机器人,以及新能源汽车等品类上,可以实现客户资源、渠道资源共享;同样,创维光伏业务被放于多媒体业务体系,也是出于这方面的考量;

其次,业务的前瞻性发展空间和经济与社会价值双协同。赚钱的行业有很多,太阳能光伏并不新鲜,早在十多年前就已经引爆过一轮。如今再次于中国市场走热,关键还是在“碳减排”、“碳中和”的国家政策和全球能源环境下,让很多企业既看到产业的发展前景,又看到企业社会责任和商业价值协同引爆。比如说,TCL科技收购中环就打造了企业全新业务板块,不只是光伏等新能源,还有芯片半导体,这些都是解决“卡脖子”技术关键。

再者,任何企业的多元化扩张,最终还得考虑中短期的经济效益,毕竟当前家电业务对于很多头部千亿级,甚至五百亿级的集团型企业来说,可增长空间相当有限。必须要提前布置新的业务。比如说美的有机器人及自动化、新零售、医疗、核心部件等新业务,海信还有智慧交通、智慧城市等业务,此外海尔多元化扩张业务体系更多、更广,对于企业来说这些业务跟光伏一样,解决的是未来业务增长和可持续发展的问题。

一旦企业凭借某一项或者多项业务“做大做强”之后,他们首先考虑的不是“如何巩固现有的主业”,而是如何进行实现“经营主业和经营规模的稳步做大”。这不只是中国企业发展经营模式,而是全球各国众多企业的共同选择。所以,很多诞生于家电行业的头部企业,现阶段虽然家电业务的占比仍然不小,但是他们对于未来一系列新兴业务的布局,却是势在必行,也是水到渠成。

当前中国家电企业建立的全球化科技创新平台,不只是关注家电产业,还在关注家庭生活的智能化和智慧化发展,所以技术能力的覆盖和辐射是最底层的有力支撑。同时家电企业分散在全国及全球市场的营销网、物流网、服务网,以及商业人脉等资源,均可以为新兴业务从0到1的突破助力。再者,就是这些企业发展多年以来的品牌口碑以及企业信誉,是打通商用客户和消费客户的战略突破口和关键点。

再回过头去看看西门子、松下、飞利浦等一系列外资企业,或许我们对于中国家电企业当前的多元化扩张,就有了更深入理解和洞察!
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!


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