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home appliance companies are actively going overseas to "win fans"; snack consumption companies are embracing the "new blue ocean" of the sinking market... consumption continues to recover, and companies on the production side are a bit busy.

on september 13, the 2024 concentrated roadshow for listed companies in the consumer industry with the theme of "new momentum for consumption recovery" was held at the shenzhen stock exchange. companies such as hisense home appliances, qia qia food, tcl smart home, yanjin shop, and three squirrels from the shenzhen stock exchange, as well as companies such as lusi shares and raytheon technology from the beijing stock exchange participated. the executives of relevant companies had in-depth exchanges with investors on the company's operating conditions in the first half of the year, business layout and planning, and the current status and trends of industry development.

accelerating the global journey

"in the future, the company will continue to seize overseas market opportunities and enhance its competitiveness through globalization strategy and localization layout, technological innovation and product diversification." during the event, wang hao, general manager and chief financial officer of tcl smart home, said when introducing the company's development strategy.

in recent years, thanks to its "high quality and low price" and the application of new technologies, china's home appliance exports have continued to grow rapidly, with the scale constantly reaching new highs. chinese home appliances have been widely recognized in the international market.

the latest data from the general administration of customs shows that in the first seven months of this year, the cumulative export value of home appliances including fans, washing machines, vacuum cleaners, microwave ovens, and lcd tvs reached 409.19 billion yuan, an increase of 18.1% year-on-year, far exceeding the overall national export growth rate by 11.4 percentage points. from march 2023 to july 2024, china's home appliance exports have achieved year-on-year positive growth for 17 consecutive months.

recently, the 2024 semi-annual "report card" of a-share listed companies was disclosed, and overseas business has become a "highlight" for listed companies in the home appliance industry.

taking hisense home appliances as an example, the company's export gross profit margin has continued to improve in the past two years. in the future, its overseas business will always adhere to the independent brand strategy, enhance the brand voice and brand index of hisense through sports marketing, and continuously improve the sales structure of overseas products.

data shows that by leveraging sports marketing and developing its own brands, hisense home appliances' overseas home appliance business achieved a year-on-year revenue growth of 36.91% in the first half of 2024, and the proportion of hisense's own brand business has exceeded 80%.

looking at tcl smart home, in the first half of this year, the company's export business revenue was 6.65 billion yuan, an increase of 38% over the same period last year, of which the growth rate of its own brand export business reached 54%, far exceeding the industry growth rate. the company has maintained its market position as the number one exporter of refrigerators in china for 15 consecutive years.

when talking about how to seize overseas market opportunities, wang hao said that tcl's smart home brand business will focus on asia pacific and europe, accelerate the launch of new products, deploy mid-to-high-end products, take products as the core of breakthroughs, make sales breakthroughs and promotions of high-end products, refine operations, and establish a high-end brand image.

exploring the sinking market

with the sustained economic growth and continuous optimization of the urban-rural structure, the "sinking market", which accounts for the vast majority of china's super-large-scale market, is gradually becoming a new engine of commercial growth, bursting with surprising vitality.

according to data from the national bureau of statistics, in july, rural consumer goods retail sales reached 506.6 billion yuan, up 4.6% year-on-year, 0.8 percentage points faster than in june. with the continuous advancement of the construction of the county-level commercial system, the sales scale of county and township markets has steadily expanded. the proportion of county and township consumer goods retail sales, including townships and rural areas, accounted for 38.9% of the total retail sales of social consumer goods, 0.4 percentage points higher than the same period last year.

the huge vitality of the sinking market has also attracted the attention of many consumer companies.

"the sinking market is a blue ocean for the company's performance growth." chen jun, secretary to the board of directors of qia qia food, told reporters.

it is understood that qia qia food launched the "thousand counties and ten thousand towns" project this year, aiming to further improve the layout of the sinking market, match professional distributors and channels, promote the in-depth development of the sinking market, and increase the coverage of sales terminals.

according to the semi-annual report of qia qia food, in the first half of this year, the company achieved revenue of 2.898 billion yuan, a year-on-year increase of 7.92% and net profit of 337 million yuan, a year-on-year increase of 25.92%. the gross profit margin reached 28.45%, an increase of 3.65 percentage points year-on-year.

in addition, e-commerce platforms are also a key layout direction for consumer companies.

pan daowei, secretary to the board of directors of three squirrels, said that we position short video e-commerce as a "new category engine". on the one hand, we are creating a supply chain entrance, quickly establishing scale advantages by matching products with operations, thereby driving supply chain changes with high-quality channels, and further realizing full-link and full-factor cost optimization, thereby comprehensively enhancing product competitiveness and rapidly penetrating the supply chain; on the other hand, it has content attributes, coupled with the company's long-term experience in content creation and brand operations, which can quickly enhance national brand potential and enable sales conversion.

data shows that three squirrels' short video e-commerce business has maintained rapid growth since last year, and achieved an increase of nearly 1 billion yuan in the first half of this year, driving the steady growth of comprehensive e-commerce. among them, tmall's business grew by 28.32% year-on-year, and jd's business grew by 20.33% year-on-year.

in recent years, yanjinpuizi has continuously seized the dividends of channels such as snack mass-market channels and social e-commerce, and at the same time created fast-growing large-scale products such as leisure konjac and egg snacks.

according to reports, at present, yanjinpu's seven major categories have been clearly defined, and the "omni-channel layout" has been upgraded to "channel penetration". on this basis, the company has proposed a "category brand" strategy, with the concept of "planting trees" and differentiated products to gradually cultivate category brands. the company's "category brand" strategy will be a medium- and long-term strategy.