06 Household Appliance: Gree, Haier America Is The Bright Spot - Home Appliances Unit, Beauty,

Recalled in 2006, household appliances industry index trend underperform

. Comprehensive analysis of the situation of Electric Enterprises can find key home appliance business and market trend in the very, white goods Gree Electric Appliances (000651.SZ), Midea (000527.SZ) and Qingdao Haier (600690.SH) the three leading enterprise appliance industry is a bright spot in 2006.

In 2006, the United States and Gree led the industry in maintaining the status, but also achieved stable growth, look at the two year trend was significantly outperform. Qingdao Haier tended to improve the governance structure, is also optimistic about the industry. The Hefei Sanyo (600983.SH) and TCL Group (000100.SZ) in 2006, the stock market's performance did not meet expectations. While Sanyo had the industry into the production issues hold more optimistic expectations, but Hefei Sanyo and Sanyo Electric has always been unsuccessful after several negotiations, leading to lag behind the broader market trend. TCL Group's obviously been underestimated, the value of their brands prominent European TV business restructuring and growth process of the reconstructed results worth the wait. However, there is some uncertainty in TCL Group, has yet to market consensus.

Qingdao Haier: International brand white goods

Qingdao Haier analysis of listed companies from operating, the relationship between listed companies and groups of two aspects, the former decided to earnings per share, which affect the valuation. Qingdao Haier need to address competition and associated with the transaction, which is to standardize the operation in the capital markets needs.

Settlement with the industry that competition is the first step in Qingdao Haier to improve governance, reduce associated transaction program will be the decisive move with a more equity-based incentives will be given the confidence of investors.

Must also be emphasized that Haier is characterized by diversification of white goods of international brands, brand and channel advantages such majority of the domestic home appliance enterprises can not compare. Business, on the air conditioners and refrigerators, Haier in a strong competitive advantage in the market, while 34 of the channel construction is expected to drive growth in the high-end product mix tilted to help improve profitability.

In 2006, Haier air conditioning industry to maintain the first three positions and the market in the northern region to maintain a high market share. Meanwhile, the assets to be injected into Haier's air-conditioning electronics in the product, size and profitability, both of concern, help improve the company's air conditioning product lines to meet the overall product structure adjustment Haier direction. Future air operations should be able to maintain stable growth.

2006, Haier industry leading position in the refrigerator to firm, learned that its 2006 revenue growth came from exports of refrigerators, a good momentum in exports should be able to continue in 2007 estimated that Qingdao Haier refrigerator will gradually become the main revenue and profit growth. By the author of the research informed Guizhou Haier, Haier's products in Guizhou in 2007 sales target of 1.3 million units, up about 30%, showing that the entire market, Haier is more optimistic.

For Haier refrigerators and air-conditioning on the future of marketing, I remain cautiously optimistic. On the one hand, despite the "one person-one" model optimization of resources, but result in the peak season demand, easy to lose market share, estimated the company would be adjusted in due course; the other hand, the domestic 12 market saturation, Haier in 34 markets sales are not enough input, need to be improved; Haier's high-end products face competition from foreign brands, there is almost no price advantage and quality conditions, future market share of the road will be more difficult.

General, well-run production of Qingdao Haier, tended to improve governance, equity incentive plans and the overall market may be worth the wait.

TCL Group: brand and channel long-term value has been seriously underestimated

Brand culture and international experience is a valuable resource for TCL. TCL Group, the current share price fully reflects the short-term performance, but did not reflect its long-term value?? Brands and international home appliance market is the core competitiveness of enterprises.

by: gaga

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