家电并购黄金时代落幕

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这也是美的自 2016 年并购德国库卡机器人以来,公开透露的第二起重要跨界并购案。

QISHI,JIADIANCHANGSHANGSHOUGOUYIJIADIANTIopeTIYUDIANJINGGUANFANGWANGZHANBINGBUQIGUAI,RIBENDEDONGZHI、RILIDENGJIADIANJUTOUJIUYONGYOUZIJIDEDIANTIYEWU。DANDUIYUWOGUODEJIADIANJUTOULAISHUO,YIDIANTIWEIQIERUDIANDEBINGGOUANQUEZAISHAOSHU。

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YOUQISHIHAIERZAI 2016 NIAN 1 YUEXUANBUYI 351.9 YIRENMINBISHOUGOUMEIGUOTONGYONGDIANQIopeTIYUDIANJINGGUANFANGWANGZHAN(GE)DESUOYOUJIADIANYEWUJIZICHAN,XUNSULAKAILE 2016 NIANWOGUOJIADIANQIYEHAIWAIBINGGOULANGCHAODEXUMU。

短短一年内,日本东芝白色家电业务、德国机器人ope体育电竞官方网站库卡、美国 Novatel Wireless ope体育电竞官方网站 MIFI 业务等海外 “蛋糕”尽数被我国家电厂商收入囊中。

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一、我国家电行业并购市场萧条的两年

JUZHIDONGXITONGJI,2016 NIANWOGUOJIADIANXINGYEHAIWAIZHONGDABINGGOUANLIDUODA 5 QI,CHULEMEIDESHOUGOUYIDALIZHONGYANGKONGDIAOQIYE Clivet DE 80% GUQUANWEITOULUJINEWAI,QIYU 4 QIHAIWAIBINGGOUSHEJIJINEGAODA 681.7 YIRENMINBI,ZUIGAOYIQIJIAOYIJINEDA 351.9 YIRENMINBI。

DANWOMENJIANGSHIJIANZHOUTUIJINDAO 2019 NIAN,YOUQIZAI 2019 NIANWEIERGUFENWANCHENG 100% BINGGOUMEIGUOHAOWEIKEJI、2020 NIANWENTAIKEJIWANCHENGSHOUGOUHELANANSHIBANDAOTIDENGBINGGOUANBUDUANDUORENYANQIUDEJIEZOUXIA,WOGUOJIADIANXINGYEDEHAIWAIBINGGOUSHICHANGGENGXIANXIAOTIAO。

JINGUANZAI 2019 NIAN 6 YUE,WOGUOJIADIANXINGYEDANSHENGLENEINIANWEIYIDEYIQIZHONGYAOSHOUGOUAN,DANQUEYESHI 2018 NIANSHOUGOUANLIDEYANXU。

QUNIAN 6 YUE,GELIFAGONGGAOCHENG,QIZAOZAI 2018 NIAN 11 YUEDIJIUYICHUZI 30 YIRENMINBI,CANYUTONGXINHEBANDAOTIQIYE——WENTAIKEJISHOUGOUANSHIJITUANDEXIANGMU,BINGTONGGUOSHOURANGDEFANGSHIGOURUWENTAIKEJI 10.98% DEGUQUAN。

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WOGUOJIADIANQIYEZAIHAIWAIBINGGOUSHICHANGDEZHEIGUPINGJINGYEYIZHIYANXUDAOLE 2020 NIAN。

ZAIGUOQUDESHIYIGEYUELI,MEIDE、TCL HEGELANSHIXIANGJICHUSHOU。ZHEIXIANGMEIDECAIGANGXUANBUSHOUGOUHEKANGXINNENGDE 23.73% GUFEN,LINGYIBIAN TCL JIUDAJUSHOUGOUZHONGHUANJITUAN 100% GUFEN,ZHENGSHISHARUBANDAOTIDAGUIPIANLINGYU。

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HUIERPU(ZHONGGUO)DEDISANDAGUDONGWEIZHONGZHENGJINRONGopeTIYUDIANJINGGUANFANGWANGZHAN,CHIGUBILI 2.13%,QIYUKONGGUGUDONGJIHUDOUWEIGUONEIBEIJING。

RUCIKANLAI,GELANSHIDUIHUIERPU 61% GUQUANDESHOUGOU,YESHIYICHANGWEIRAOGUONEISHICHANGJINGZHENGDEBOYI。

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ZHEIYIWEIZHE,WOGUOJIADIANQIYEYOULIEHAIWAISHICHANGBINGGOU “MAIMAIMAI”DEHUANGJINSHIDAIYIRANLUOMU。

二、家电巨头大并购的黄金八年

RUGUOWOMENJIANGSHIJIANZHOUZAIWANGQIANTUI 10 NIAN,JIUNENGKANDAOZI 2010 NIANLAIZHUJIANREQING,BINGZAI 2016 NIANBAOFAGAOCHAODEGUONEIJIADIANJUTOUHAIWAIBINGGOUZHANSHENGKUANG。

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2010 NIAN 5 YUE,MEIDEXUANBUJIANGYI 5728 WANMEIYUAN(YUE 3.9 YIRENMINBI)SHOUGOUAIJIKAILUOSHANGSHIopeTIYUDIANJINGGUANFANGWANGZHAN Miraco,GAIopeTIYUDIANJINGGUANFANGWANGZHANZHUYAOBUJUJIAYONGKONGDIAO、ZHONGYANGKONGDIAOJILENGLIANopeTIYUDIANJINGGUANFANGWANGZHAN。

ZHEIBISHOUGOUYEZHUJIANDAXIANGLEWOGUOJIADIANQIYEYOULIEHAIWAIBINGGOUSHICHANGDE “QIANGDUOZHAN”。

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DANMEIDEXIANGYAOKUOZHANGQUANQIUSHICHANGDEYEXINBUZHIYUCI,GENGZHONGBANGDEHAIZAIHOUTOU。

2016 年 3 月起,美的接连爆出三起重大收购。日本东芝白色家电业务的 80.01% 股权、德国库卡机器人ope体育电竞官方网站、意大利中央空调企业 Clivet 的 80% 股权,都尽数被美的收入囊中。

YIKOUQITUNXIASANJIAQIYEDEMEIDEBINGBUJIYUCHUANYIKOUQI,BINGZAI 2017 NIAN 2 YUEYOUXUANBUWANCHENGDUIYISELIE Servotronix opeTIYUDIANJINGGUANFANGWANGZHANDEKONGZHI,DANGUQUANBILIBINGWEIPILU。JULEJIE,Servotronix ZHUYAOYANFAYUNDONGKONGZHIJIZIDONGHUAJIEJUEFANGAN。

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HAIXINJINNIANDEZUIHOUYIBIHAIWAIJIAOYIZAI 2018 NIAN,TAYI 1.832 YIOUYUAN(YUE 14.5 YIRENMINBI)XUANBUSHOUGOUOUZHOUBAISEJIADIANJUTOU Gorenje,JINYIBUKUOZHANGHAIWAISHICHANG。

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ZHEIYESHIHAIERYECHENGWEI 2010 NIANYILAI,WOGUOBINGGOUHAIWAIQIYEJIGUQUANHAOZIZUIGAODEJIADIANopeTIYUDIANJINGGUANFANGWANGZHAN。

JIADIANBINGGOUHUANGJINSHIDAILUOMU

三、海外并购大战的时与机

WEISHENMEWOGUOJIADIANXINGYECONG 2010 NIANQIANHOUKAISHIXIANQIYOULIEHAIWAIQIYEDEFENGCHAO?BINGZAI 2015 NIAN、2016 NIANTUIZHIFENGKUANGDEBINGGOUZHUIZHUZHAN?

SHIJISHANG,ZHEIYUWOGUOJIADIANXINGYEDECHENGSHUYUJUEQIXIXIXIANGGUAN。

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JUSHICHANGYANJIUJIGOUZHONGYIKANGSHUJUBAOGAO,2010 NIANWOGUOJIADIANSHICHANGGUIMOWEI 10758 YIRENMINBI,SHOUCITUPOWANYISHICHANGDAGUAN,QIESHICHANGZENGSUGAODA 20.7%,YIGAIGUOQUSHINIANLAIWOGUOJIADIANSHICHANGFAZHANDIMIDEJINGKUANG。

SUIZHEGUOJIAJINGJIZHENGCEDECIJI,RENMENDEXIAOFEIXUQIUJINYIBUTISHENG,WOGUOJIADIANSHICHANGFAZHANZAIZHUJIANHAOZHUANDETONGSHI,YEDUIZISHENPINPAIDEQIANGHUA、JISHUSHILIDETISHENG,YIJIZOUXIANGQUANQIUHUASHICHANGDAILAIGENGDADETIAOZHAN。

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LINGYIFANGMIAN,JIADIANXINGYEDEMENJIANJIAODI,YEZAOCHENGXUDUOFAZHANZHONGGUOJIAXIANGJITOUSHENDAOZHEIGESHICHANGZHONG,LIRUZHONGGUO。TONGSHI,FAZHANZHONGGUOJIABUGUANSHIZAIYUNYING、RENGONG、TUDIHEZHIZAOCHENGBENDENGFANGMIANDOUYOUZHEMINGXIANDEXINGJIABIYOUSHI,ZHEIYUFADAGUOJIADEYUNYING、SHENGCHANJIRENLIGAOCHENGBENXINGCHENGMINGXIANDUIBI。

“JIAZHIOUMEIJIRIBENDENGJIADIANDAQIYEDEJUECELIANTIAOJIAOZHANG,YUNYINGXIAOLVJIAODI,TAMENDUIJIADIANSHICHANGZHEIZHONGSHUNXIWANBIANDEopeTIYUDIANJINGGUANFANGWANGZHANBIANHUAQUSHIHEJISHUCHAOLIUXIANGDUIBUGOUMINGAN。”LIANGZHENPENGSHUO,ZAIZHEIYIXILIEYUANYINYINGXIANGXIA,OUMEIRIJIADIANJUTOUDEYEWUYECHANSHENGLEBUTONGCHENGDUDEKUISUN,ZUIZHONGZHUJIANXUANZETUICHUJIADIANSHICHANG,JIANGJIADIANYEWUQUANBUBIANMAI。

ERZHONGGUO,JIUSHIZHEIBOBIANMAIXINGQINGXIAZUIREQINGDEMAIJIA。

四、家电市场并购黄金时代退潮

ZHEICHANGHONGHONGLIELIEJIADIANBINGGOUDAZHANWUYIZAOJIULEYIPIZIZHUJIADIANQIYEJUTOU,ZAITUIDONGWOGUOJIADIANXINGYEFUSUJUEQIDETONGSHI,YEJIASULEWOGUOJIADIANQIYEZOUXIANGGUOJIHUADEJINCHENG。

QIZHONG,MEIDECONG 2013 NIANSHIZHIWEI 700 DUOYIRENMINBIDEopeTIYUDIANJINGGUANFANGWANGZHAN,CHENGZHANGWEIRUJINSHIZHICHAO 6600 YIRENMINBIDEZHONGGUOJIADIANDIYIJUTOU;HAIERZHIJIADESHIZHIYECONG 2010 NIANDEJIN 300 YIRENMINBI,ZENGZHANGDAOLERUJINDE 1711 YIRENMINBI。

DANDANGWOMENJIANGSHIXIANCONGFENGKUANGDABINGGOUDESHIDAILAHUIDANGXIA,WEIHECONG 2019 NIANQIWOGUODEHAIWAIBINGGOUCHAOZHUJIANXIHUO?

YUANYINBINGBUNANZHAO。

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JUQUANGUOJIAYONGDIANQIGONGYEXINXIZHONGXINSHUJU,2019 NIANQIANSANJIDU,WOGUOJIADIANXINGYESHICHANGGUIMOJINWEI 5870 YIRENMINBI,TONGBIZENGZHANGLVWEI - 2.7%。

另一方面,随着 AI、5G 和 IoT 等新技术的冲击,家电行业的新业态亦开始萌芽与生长。近年来,美的、格力、海尔等家电厂商逐渐将重心聚焦于 “全屋智能”,通过加强人机互动的方式,为用户带来更新颖的智能家居体验。

ZAIZHONGZHONGYINSUYINGXIANGXIA,JIADIANQIYEMENGENGJIPODEYIBUSHITUNXIAYIJIAJIAQIYE,QIANGPINPAI、KUOSHICHANG,ERSHIGAOXIAODIZHENGHEGUOQUBINGGOUDEYIXILIEJISHUHEZIYUAN,JIANGQIZHUANHUAWEINEISHENGCHUANGXINFAZHANDEDONGLI,RANGZHEIXIEPINPAIHEJISHUSHIYINGBENTUHUAHEQUANQIUHUASHENGZHANGDETONGSHI,GENGHAODICIJISHICHANGXINNEIXUDEZENGZHANG。

GUOQUWUSHUJIYUSUODAILAIDEFEISUCHENGZHANGXIA,DENGDAIZHEWOGUOJIADIANQIYEDEXINYIBOTIAOZHANCAIZHENGYAOKAISHI。

五、家电巨头未来的出口往何方?

XIANGYAOHUODEZHANGYUANDELIYIHEFAZHAN,ZHEIXIEJIADIANJUTOUMENZAOYIBUNENGHUOZAIZIJIDEQUANZIZHONG “NEIDOU”HEXIANGHU “TUNBING”。

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ZAIZHEIYIXILIETIAOZHANZHIXIA,CHUANTONGJIADIANJUTOUMENWEILAIDECHULUYOUZAIHEFANG?

JINYIBUKUODAQUANQIUHUABUJUSHIBIRANXUANZE,DANZAIZHEIZHIWAIDEQITADAAN,WOMENCONGJINNIANLAIZHEIXIEJIADIANJUTOUDEBUJUZHANLVEZHONGYENENGKANCHUYIER。

一是全屋智能化发展。在 AIoT 新业态的发展趋势下,包括海尔、美的等家电巨头早已陆续构建各类面向全屋的智慧生活解决方案,建立各个家居场景的智能分布式入口,让用户与家庭的交互更加便捷和自然。

例如,海尔智家构建了 “5+7+N”的智慧生活解决方案,为用户提供面向客厅、厨房、浴室、卧室和阳台五个家庭空间的智能化体验,并通过智家云脑的 AI 引擎技术让家居设备主动为用户提供服务。

MEIDE COLMO PINPAIZETUICHULE “145N”DEQUANTUJINGZHIHUISHENGHUOJIEJUEFANGAN,WEIRAOCHUFANG、WEIYU、QIJU、XIHUSIDASHENGHUOCHANGJING,JIANGDUOPINGHUDONG、FENBUSHIYUYINHESHIJUEDENGJISHUYINGYONGQIZHONG,DADATISHENGYONGHUDESHENGHUOZHILIANGHESHUSHIDU。

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