subject: Li Dongsheng Tcl Dialogue: From Diving To The Sales Order Growth [print this page] E Information is subject to heavy international financial crisis one of the industries. Visits a year for in-depth electronic information enterprises to respond to crises of cold and warm encounters, year-end end of the year, journalists and TCL Li Dongsheng, chairman of the Group carried out a face to face.
From order "diving" to the substantial growth in sales
Reporter: financial crisis, China's exports a larger share of the consumer electronics industry a severe impact, in that more than a year, TCL What have been affected?
Li Dongsheng: Influencing mainly exports. As exports mainly affected by the crisis more serious European and American countries, the beginning of the end of this year, as export orders plummeted as diving, a significant increase in inventory has been shipped the product in the hands of customers is also a large backlog, this one has affected our 9 months. Exports during the first half of this year a decrease of 15% year on year.
Reporter: TCL how the situation like?
Li Dongsheng: much better. Particularly LCD TV 1-November sales of more than 714 million units, an increase of 99.4%, year Sell Volume expected to exceed 8 million units, continue to lead in the domestic color TV industry. Meanwhile, mobile phones, air conditioning, Washing machine November sales were up 88% year on year, 101% and 51%.
The face of the difficult situation in Europe and America market, we put more energy into the emerging markets, emerging markets this year has been a marked increase in sales. From the third quarter, as the recovery in overseas markets and emerging markets to increase sales, our exports grew by 13%.
Reporter: What measures have you taken to achieve a contrarian growth?
Li Dongsheng: from the big side, partly because European and American markets pick up and expand in emerging markets, driving significant growth in exports. The other hand, the state adopted a series of targeted measures to create a steady growth in the domestic market, for the whole development of the industry to create a very good condition.
Look from the enterprises themselves, the crisis in the TCL on R & D, production process, supply chain, and cost optimization, further highlighting the competitiveness of products. Earlier this year our own factory to start production of LCD modules, LCD TV technology to our innovation capability and competitiveness are very helpful. November we have and deep ultra-tech investment companies, investment 24.5 billion yuan into the flat panel industry. The panel production line is completed, you can break down foreign enterprises LCD panel Technology and supply monopolies, and this transformation and upgrading of China's color TV industry has a very important strategic significance.
Policy assistance, promote the comprehensive development
Reporter: You mentioned that the state has adopted specific measures. Introduced to countries in crisis Appliances to the countryside , Appliances TM to the policy and the "electronic information industry restructuring and revitalization," What these policies played any role in TCL?
Li Dongsheng: home appliances to the countryside policies to stimulate the growth of the rural market played a very good role. Under the guidance of national policy early this year sales of our range of home appliances to the countryside quickly from the original 23 provinces, major cities to the whole country, so we have further opened the rural market. According to statistics, we are bringing home appliances market sales accounted for 30% of total sales, pulling effect is obvious.
The second half of last year, trade-policy gradually play a role in the urban market. Although the timing is not long, but relatively strong purchasing power of urban users, the market share itself is quite big, so effect is very obvious.
In addition, the "electronic information industry restructuring and revitalization plan" after the introduction of digital network infrastructure around the fast improvement to the new digital TV, IPTV, 3G mobile phones, computers and other products provide a good development platform.
