"Pearl fall"? 29%-gree-gree electric appliances in 2015, revenue plunged IT information
On April 28, 2015 annual report was with the release of gree electric appliances, air conditioning industry in the past year the plight of gree electric appliances in digital form eventually reflected in the annual report. Last year, gree's sales 97.745 billion yuan, down 29.04% over the previous year, net profit of 12.532 billion yuan, down 11.46% over the previous year.
Gree in the annual report mentioned in domestic household air conditioner market downward impact on the macroeconomic environment, air conditioning industry rapid impulse from 2014, 2015 to level off.
Inventory is the mainstream of the market over the past year , starting from 2014 Mid-Autumn Festival, cold summer and the downturn in the housing market and other factors, air conditioning market has declined. Then including gree, midea, Zhi advanced, industry leaders, and initiated a series of markdowns in air conditioning in the entire industry, trying to open markets by the original policy needs, ease pressure on the stock. Thus the birth of the 2015 year-round promotions in the industry.
But these promotion tactics did not bring warmth to the industry, according to online data, affected by downward pressure on the economy as a whole, in 2015 the domestic production of household air conditioning 103.85 million units, down by 12% the total sales of 106.6 million units, down by 8.6%.
According to statistics from Aiken, air conditioning and refrigeration networks, 2015 central air-conditioning market, China's overall capacity of about 66 billion yuan, in 2014, down 9.6%. In the case of the gree air conditioning for the main business, the deterioration of the market environment means great survival pressure. Earlier this year, gree, midea reported farce is outside air conditioning industry weighed on performance.
Pressure head, gree tried to relieve the pressure of market through various methods.
First is the attention to the online channel . Last year, 12, gree and East reached a depth of cooperation, gree, the partnership is of great significance. All along, but because too much stress on offline channels, lot concerns the layout of the electrical contractor. In 2014, gree has cooperation with cat day in the year, but in fact the partnership led by a local sales, into the attack or defensive back, does not show sufficient determination.
And last year's dual 12, gree and launched the promotional rebate activities Jingdong depth cooperation, Dong went to Beijing to meet with CEO Liu Jingdong, to reflect Hercules line up to attitude change.
In addition to adjusting the channel strategy, but also adjust the product layout , the report shows, air conditioning business revenue fell compared with last year of 0.53%, while the life electric revenues increased by 0.26%. In the context of market pressure, rich product line, diversification of risk may be a good choice. During the two sessions this year, gree introduced rice cooker is also the embodiment of this idea in a high profile. Gree news of the March has proposed tens of billions to buy Zhuhai yinlong, or entering a new energy automobile industry, gree normal try a different layout in the field.
In 2015, the annual report as well as the market as a whole, but will also be under pressure, adjust the channel, expanding the product line is its self-help measures, channels for the household appliance industry has always been difficult, and move into new areas will require time and patience, positive strain smarter than sticking to the rules, but in a tough market this year, gree is still on trial.
“明珠陨落”？格力电器2015年营收骤降29% - 格力电器 - IT资讯
4月28日，随着格力电器发布了2015年年报，过去一年空调行业的艰难处境最终也以数字的形式在格力电器的年报上反映出来。去年全年，格力公司营收977.45亿元，比上年下降29.04%，净利润为125.32亿元，比上年下降11.46%。
格力在年报中提及，宏观经济环境下行影响了国内家用空调市场，空调行业从2014年急速冲量,到2015年趋于平稳。
去库存是过去一年空调市场的主流，从2014年中秋节开始，受凉夏和房地产市场低迷等因素影响，空调市场出现了下滑。随即包括格力、美的、志高等行业龙头企业在内，整个空调行业发动了一连串的降价促销，试图通过这一原始策略来打开市场需求，缓解行业库存压力。从而诞生了贯穿2015年全年的行业促销。
但这些促销策略并未给行业带来暖意，据产业在线数据,受整体经济下行压力,2015年国内生产家用空调10385万台,同比下降12%;累计销售10660万台,同比下降8.6%。
据艾肯空调制冷网统计,2015年中国中央空调市场的整体容量约为660亿元,同比2014年下滑9.6%。对以空调为主营业务的格力而言，市场环境的恶化意味着巨大的生存压力。今年年初，格力、美的的举报闹剧就是空调行业承压的外化表现。
压力当头，格力也尝试通过各种方法缓解市场不景气带来的压力。
首先是重视线上渠道。去年双十二，格力与京东达成了深度合作，对格力而言，此次合作意义重大。一直以来,格力因为太看重线下渠道,对电商的布局颇多顾虑。虽然在2014年，格力曾与天猫在该年双十一进行了合作，但事实上该次合作由地方销售公司牵头做，进可攻退可守，并未表现出足够决心。
而去年的双十二，格力与京东深度合作推出促销返利活动，董明珠亲赴北京与京东CEO刘强东会面，则足以反映格力对线上渠道态度的转变。
除了调整渠道策略，格力也在调整产品布局，年报显示，空调业务营收与去年相比下降了0.53%，而生活电器营收则上升了0.26%。在空调市场承压的背景下，丰富产品线，分散风险或许是个不错的选择。今年两会期间，格力高调推出电饭煲也是这一思路的体现。3月更有消息传出格力拟百亿购珠海银隆，或进军新能源汽车行业，格力正常尝试不同领域的布局。
结合2015年年报以及整个空调市场来看，格力还将承受压力，调整渠道、扩大产品线是其自救措施，渠道对家电行业而言从来都是难事，而进军新的领域则需要付出时间和耐心，积极应变比固守成规要聪明，但在不景气的市场下，今年格力依然面临考验。