On December 23, 2020, the 8th China Electronic Home Appliance Enterprises Internationalization Summit Forum and the 2020 China Electronic Home Appliance Export Top 100 Releasing Ceremony were successfully held in Shunde, Guangdong, a national base for the transformation and upgrading of home appliance foreign trade. The forum was co-sponsored by China Chamber of Commerce for Import and Export of Mechanical and Electrical Products, China Export & Credit Insurance Corporation, and Foshan Shunde District Economic Promotion Bureau, and co-organized by Guangdong Shunde District Committee of China Council for the Promotion of International Trade, Foshan Shunde District Home Appliance Chamber of Commerce, Foshan Shunde District Electronic Information Chamber of Commerce, and Severns Marketing Consulting (Shenzhen) Co., Ltd. More than 500 representatives from the Ministry of Commerce, the Local Bureau of Commerce of the Industrial Agglomeration Zone, the Top 100 Export Enterprises of China Electronic Home Appliances, the Member Enterprises of electronic Home Appliances of the Chamber of Commerce of Mechanical and Electrical Commerce, digital empowerment enterprises, industry research institutions and other relevant units attended the meeting, and more than 2,000 people watched the forum through online live broadcasting.
According to the on-site understanding of home power grid, this forum, with the theme of "Digital Double Cycle Sailing 14th Five-Year Plan", is divided into two professional parallel forums, the main forum and the "Credit Risk Management High-level Forum" and "Overseas Brand Marketing Innovation Summit", in the form of keynote speeches, enterprise dialogues, exhibition board displays, symposium exchanges, etc., from the perspectives of domestic and foreign situation, risk management, overseas marketing, channel expansion, etc., to explore the digital economy and the global competitive situation under the new pattern of "double circulation", and exchange the "going to sea" model of the electronic home appliance industry in the post-epidemic era. In accordance with the four links of "Speech", "Departure 14th Five-Year Plan", "Fourteenth Five-Year Plan" and "Digital 14th Five-Year Plan", the main forum held in-depth discussions on the new historical opportunity period created by the beginning of the "Fourteenth Five-Year Plan", which was highly praised by the participants.
Greet the beginning of the "14th Five-Year Plan" and maintain the strategic determination of deeply cultivating internationalization
Zhang Yujing, president of the China Chamber of Commerce for Import and Export of Mechanical and Electrical Products, said in her speech that 2020 is the end of the "13th Five-Year Plan". China's foreign trade has withstood the superimposed impact of economic and trade frictions and the new crown pneumonia epidemic. In the first 11 months, China's mechanical and electrical products exports achieved an increase of 5.4% and a continuous year-on-year increase of 8 months, and the export of home appliances industry has achieved an impressive growth of 22.2%. A group of head enterprises in the electronic home appliance industry and a group of hidden champions of subdivision products, actively adjusted and took the initiative, the share of the global market and international competitiveness have been steadily improved, and the entire industry has shown full confidence and strong resilience, interpreting China's institutional advantages and the efficiency advantages of the industrial chain supply chain.
Chairman Zhang Yujing stressed that 2021 is the beginning of the "14th Five-Year Plan", in the new strategic opportunity period, as China's most internationally competitive representative industry, China's electronic home appliance industry should deeply understand the new contradictions and new challenges brought about by the complex international environment, enhance the awareness of opportunities and risks in international marketing; innovate business ideas and business models, make full use of and open up domestic and international markets, two kinds of resources, maintain the strategic determination to deepen internationalization, and carry out pragmatic, flexible, Diversified international cooperation, improve the fine management of international business, optimize the layout of international production capacity, accelerate the construction of international brand marketing, and strengthen industry exchanges and information sharing.
Zha Weimin, deputy general manager of China Export and Credit Insurance Corporation, said that in the process of China's economy moving from high-speed development to high-quality development, Chinese enterprises participate in international competition in all aspects, especially in the process of deep integration into the new round of scientific and technological revolution and industrial revolution such as artificial intelligence, 5G technology and "Internet +", the electronic home appliance industry shoulders heavy responsibilities and has great potential. Under the background that the threat of the epidemic has not been eliminated and the development of the world economy is still facing many challenges, the industry's foreign trade and investment is still facing various risks such as shrinking international market demand, intensified trade frictions between major economies in the world, obstruction of the circulation of the industrial chain supply chain, and delay in project cooperation, which requires great vigilance and proper response. In the opening year of the "14th Five-Year Plan" in 2021, in addition to continuing to provide all-round support for enterprises from the aspects of underwriting credit supply, business operation efficiency, and information consulting services, China Credit Insurance will also work with enterprises in the electronic home appliance industry to make breakthroughs in research, innovation and leverage.
Ma Hua, member of the party group and deputy director of the Department of Commerce of Guangdong Province, pointed out that electronic home appliances are the fist products exported by Guangdong Province, and the industry brands cultivated and grown up by a number of private enterprises such as Huawei, Midea, Gree and Galanz are excellent representatives of "Cantonese goods" and are synonymous with quality. Although the overall data of Guangdong Province's foreign trade in the first 11 months of 2020 has declined, the trend of high-quality development has not changed. Among them, private enterprises continued to grow, market procurement and other new formats performed well, And the export of household appliances industry in Guangdong Province increased by 13.7% year-on-year, playing the role of a "stabilizer" of foreign trade. Guangdong Province will make full use of its own good industrial base, give full play to the unique advantages of special economic zones, and under the strategic blueprint of the National Guangdong-Hong Kong-Macao Greater Bay Area, make overall use of the two domestic and international markets and two kinds of resources, and accelerate the innovation attempt to comprehensively deepen reform in various key areas: take the pilot free trade zone as the guide and accelerate institutional innovation; take the blade inward reform to enhance the business environment and integrate with international standards; take the "digital government" reform as the traction to enhance governance capabilities, go all out, and take the lead in building a new development pattern of "double circulation".
Zhou Xu, a member of the Standing Committee of the People's Government of Shunde District, said that as a representative of China's electronic home appliance industry cluster, local home appliance companies continue to seek breakthroughs in brand, technology and sales channels, facing the rapidly changing international market, and the rapid transformation to "digital + intelligent manufacturing" has become an important way out. He said that the Shunde District Government will, as always, support enterprises to make full use of the basic advantages of overseas markets, boldly try a new model of digital going to sea, and comprehensively enhance the competitiveness of the international market.
In the main forum "Set Sail 14th Five-Year Plan" link, Zhang Li, deputy director of the Department of Foreign Trade of the Ministry of Commerce, said that in 2020, China has generally stabilized the main body of foreign trade, stabilized market confidence, stabilized the supply chain of the foreign trade industry chain, stabilized the international market share, and stabilized the basic plate of foreign trade and foreign investment. At present, the epidemic is still spreading globally, international demand has fallen sharply, the industrial chain supply chain cycle is not smooth, trade protectionism is rising, and uncertainties and unstable factors have increased significantly, but China's foreign trade is resilient and has great potential, enterprise innovation ability is strong, and the long-term development trend has not changed. To promote the innovation and development of trade, we must adhere to the leadership of innovation and further deepen the "four innovations" such as institutional innovation, scientific and technological innovation, business format innovation and model innovation.
Gong Xiao, deputy director of the Credit Insurance Country Risk Research Center of China, analyzed and looked forward to the global political and economic situation in his speech.
In the main forum "Struggle 14th Five-Year Plan" session, Zhao Wenxin, vice president of Midea Group International, Zhang Qingfu, vice president of Haier Overseas Electrical Appliance Industry Co., Ltd., Yu Weibao, vice president of Guangdong Omar Refrigerator Co., Ltd., and Yang Songwen, vice president of Guangdong Wanhe New Electric Co., Ltd., shared their experiences and achievements on the topics of "global breakthrough", "Haier brand globalization innovation and practice", "continuous innovation achievements Omar new height" and "IoT Wanhe".
In the "Digital 14th Five-Year Plan" session of the main forum, Zhou Qiqun, President of Ipsos China Consumer Technology Research Institute, interpreted the trend of world consumer technology and digital empowerment. Sun Xintao, Vice President of Tuya Intelligence, Jiang Qingsong, Global Chief Solution General Manager of Alibaba Cloud, and Wang Weidong, Chief Architect of ZTE Industry Planning, discussed how to break through the electronic home appliance industry in the digital era on the themes of "Open Platform, Promoting Intelligent Transformation of Home Appliance Industry", "Alibaba Cloud Intelligence Helps Chinese Brands Go global", and "Industrial Precision Cloud Network in the 5G Era".
Summarizing the achievements of the "13th Five-Year Plan", the first release of China's ten major appliances independent brand export enterprises
During the main forum, the China Chamber of Commerce for Import and Export of Mechanical and Electrical Products grandly released the list of China's top 100 electronic home appliance export enterprises in 2020 and awarded awards to the listed enterprises. The list of the top 100 exporters is comprehensively selected by the Chamber of Commerce for Exports according to the industry and subdivision products, according to the export volume, trade mode, sales scale and other factors, combined with the participation of enterprises in industry activities, industry construction, maintenance of industry order, etc. Representatives of Huawei, ZTE, Haier, Midea, Xiaomi and other enterprises receive the top 100 export plaques of electronic information, home appliances and other subdivided industries.
The release of the list of China's top 100 electronic home appliance export enterprises in 2020 is not only a summary of the achievements of enterprises in the electronic home appliance industry during the "13th Five-Year Plan" period, but also helps to enhance the confidence of enterprises in the face of the complex environment of the international market, and encourages enterprises to continue to innovate and develop during the "14th Five-Year Plan" period and deepen the international market.
During the "Thirteenth Five-Year Plan" period, Chinese home appliance enterprises seized the favorable opportunity of the change of the world home appliance brand pattern, accelerated the global operation layout through localized operations, overseas mergers and acquisitions and other measures, and made remarkable achievements in the construction of overseas independent brands. According to the home power grid learned at the scene, in the "13th Five-Year" China's top ten kitchen small household appliances export enterprises list, Dongling Weili with its outstanding performance into the top ten.
Deeply study credit risk prevention and grasp the development opportunities under the "double cycle"
At the "Credit Risk Management High-level Forum", Fu Bo, a second-level researcher of the International Department of the Ministry of Commerce, made an in-depth interpretation of the theme of "Seizing the Opportunities of RCEP for Local Development and Mechanical and Electrical Industry" and answered questions from enterprises. Chen Gang, Director of Credit Evaluation Center of China Credit Insurance, Yu Wenhai, Director of Trade Insurance Underwriting Department, Song Xiaolin, Claims Manager of Trade Insurance Claims Recovery Department, and Shao Yiye, Director of Guarantee Business Department, respectively introduced the "Development Trend of Electronic Home Appliance Industry under the Background of 'Double Cycle'", "Underwriting and Development Trend of Electronic Home Appliance Industry", "Export Risk of Electronic Home Appliance Industry from the Perspective of Claim Settlement", and "Guarantee Business situation of Electronic Home Appliance Industry".
Zheng Hong, chairman and founder of Panlu Consulting, analyzed "how to turn exchange rate risk through heartache into proper security", reviewed the exchange rate in 2020 and looked forward to the exchange rate trend in 2021. Wen Hui, President of Pangu Group, introduced the methods of China's manufacturing industry to achieve breakthroughs with the help of cross-border e-commerce. Zhang Lingyun, Deputy General Manager of the Transaction Banking Department of Bank of China Guangdong Branch, discussed how the financial industry can grow with electronic home appliance companies. Wu Ying, head of business of the Shanghai branch of the Moroccan Foreign Trade Bank, introduced the Sino-African trade settlement channels of electronic home appliance enterprises.
Innovate overseas brand marketing and accelerate the pace of digital "going to sea"
At the sub-forum of the "Overseas Brand Marketing Innovation Summit", Lai Xiaoming of shunde home appliance chamber of commerce first delivered a speech. Luo Yingjun, channel manager of Google's agent management team, analyzed the impact and opportunities brought by the global epidemic on the home appliance industry. Chen Yang, General Manager of Marketing Consulting, Released the "2020 Small Home Appliance Brand Overseas Marketing Report".
Yan Xiaoxiao, Director of Indiegogo's Hardware Business Unit in China, gave a speech on the theme of "Product Innovation Opens Up New Overseas Markets for Home Appliance Brands". Zhou Yujie, business development director of Amazon's South China region, introduced how Amazon helps Chinese electronic home appliance companies to ride the wind and "go to sea". Alibaba AliExpress Big 3C and home appliance investment operation expert Wuling, head of home appliance industry operation Ben Xiao introduced in detail the global AliExpress brand "going to sea" digital solution. Zou Yujiang, key account manager of Google's China Agent Management Department, shared a wonderful view on the theme of "How Home Appliance Brands Play YouTube Video Marketing". Chang Hao, senior sales manager of microcode D&B, interpreted "how to efficiently obtain customers and seek global sources" to provide suggestions for enterprises to accelerate "going to sea". Chen Yong, founder of Pinwo Technology, introduced the marketing strategy of home appliance brands to play with overseas Internet celebrities with goods. Liang Shaohai, head of business in East China of SHOPLINE, introduced how to use independent stations to create a DTC "going to sea" brand that directly faces users.
Leaders from platforms and enterprises such as Severs, Google, Amazon, Hejie Electric Appliances, del Mar Electric Appliances and other platforms and enterprises participated in the roundtable dialogue and shared the "going to sea" e-commerce transformation path of home appliance brands.
High-level discussion to discuss new opportunities for the internationalization of the industry
During the forum, the international business executives of more than 40 major enterprises in China's electronic home appliance industry, such as Midea, Haier, Gree and Galanz, participated in the high-level symposium on the international business of key enterprises in the industry organized by the Chamber of Commerce of Machinery and Electronics, and Zhang Li, deputy director of the Department of Foreign Trade of the Ministry of Commerce, attended the meeting and made a speech. Wang Guiqing, vice president of the Chamber of Mechanical and Electrical Commerce, introduced the situation of mechanical and electrical foreign trade and analyzed the risks of the international market, and the delegates discussed in depth the hot issues of the industry such as international market development, foreign trade business environment, new foreign trade formats, and international market risks, and enterprises generally called for strengthening the pace of RMB internationalization, preventing international market risks, strengthening macro guidance, and increasing industry exchanges and information sharing.