"We have been cooperating with Changhong for more than ten years, and this time there is a reservation plan of 5 million US dollars" "About 300 air-conditioning cabinets and 100 refrigerators will be purchased" "We are here with an order, about 20 million US dollars"...... On April 19, CCTV's "Focus Interview" once again focused on Changhong, buyers from Côte d'Ivoire, Iraq, Venezuela and other countries gathered in the 135th Canton Fair Changhong exhibition area, behind every order is their trust in Changhong enterprises and Chinese brands.
The CCTV lens shows only a microcosm of Changhong's "going to sea". Since the start of overseas business in 1998, Changhong's business territory has covered more than 160 countries. In the past 2023, the overall revenue of Changhong's international home appliance business will increase by 25%, of which the output of the TV business will exceed 10 million units, the ice washing business will increase by 65%, the air conditioning business will increase by 25%, and the private label business will increase by 20%, with steady growth in core markets such as Europe, Australia, and Indonesia, and accelerate the transformation of e-commerce operations. In the first quarter of 2024, Changhong International's home appliance business grew steadily.
Whether it is a full set of smart home appliances unveiled at this year's Canton Fair, or the faces of global buyers who have entered the CCTV lens, or the brand awareness of many international sports events such as the Ski World Cup, it shows Changhong's broader and broader road of global operation. Behind it is Changhong Holding Group, relying on scientific and technological innovation, to explore a road to conquer the global market with "high-quality products and reliable brands". Especially in the era of intelligent wave, Changhong continues to empower the industry with digitalization, intelligent manufacturing, industrial Internet, etc., gives full play to the resource advantages of China (Mianyang) Science and Technology City, strengthens "independent innovation + collaborative innovation", accelerates the transformation of scientific and technological achievements, and forms technology, industrial power and competitiveness.
Rely on products and brands to win global customers
How to conquer the hearts of users? The product is always the first "business card". This is Changhong's biggest gain in the global market for many years.
Won the "Epplan Award" ARTIST star foil mural + TV, overseas hot-selling OLED A9K series TV, Meiling frozen fresh refrigerator, Dust-Free (all dust-free) series air conditioner, CHiQ brand full range of products for overseas markets, etc., all of which are a new interpretation of Changhong's products "intelligent and stylish", and also Changhong's product language to conquer users in the new era.
ARTISTstar foil mural+TV built-inAIThe design of stealth microphone,Make intelligence and artistic beauty go further;OLEDA9KThe series TV,Not only upgrade the brightness、contrast、Color gamut range,It is also equipped with Google TV、Web OSand other overseas mainstream application systems,Users have more"Home feeling"; The Space Pro series refrigerators have more precise temperature and humidity control to help a healthy and high-quality life, the same series of large-diameter design washing machines can intelligently sense the weight and material of clothes, automatically adjust the washing program and water volume, which is more energy-saving and environmentally friendly, and the Dust-Free series air conditioners, which are the first to create a dual-duct air supply system, which can heat and cold faster and have a comfortable experience......
From the beginning of the decision to choose "going to sea", Changhong chose to make efforts in the company's "best" products, and chose to use "localized" design and innovative products to leverage the market. Taking the Indonesian market as an example, affected by the local economic situation, the demand for TVs is more inclined to have smaller screens and cost-effective smart TVs with perfect functions, and the air conditioner is more inclined to choose 0.5HP low-power consumption products, Changhong accurately sees the needs of users and launches differentiated products. Today, Changhong's annual sales growth rate in Indonesia has remained above 25%, and its market share ranks among the top five international home appliance brands in the local area.
In order to ensure the core competitiveness of products, Changhong also actively promotes the design, manufacturing and other industrial manufacturing system "localization", in 2007 Changhong in Europe completed the Czech factory, but also the first overseas production base of Chinese home appliance enterprises in Europe. Relying on this, Changhong's business in Europe covers 11 countries including Germany, France, Italy, Spain, the Netherlands, Poland, and the United Kingdom, and has entered more than 20 mainstream European e-commerce platforms. In the first quarter of 2024, the performance revenue of European Changhong increased significantly year-on-year.
With the foundation of the product, Changhong has been moving continuously at the brand level in recent years, and it is also continuing to release the global potential energy of Chinese brands. Changhong CHiQ brand officially announced its cooperation with the FIS Ski World Cup and became a partner of the Australian Rugby Sydney Dragons...... Through the brand exposure of establishing cooperative relations with international sports events, Changhong is also narrowing the distance with global users.
In the face of CCTV cameras, Venezuelan buyers certified the local popularity of Changhong brand, and from another side, we can see that the brand is also a "plus" for customers to choose Changhong.
Scientific and technological innovation blends the background color of globalization
"Changhong Xiaobai, painting a picture of the Great Wall in autumn in the style of Chinese painting. In the Changhong exhibition hall, CCTV reporters were attracted by a 115-inch huge TV, and after issuing voice commands, a Chinese painting of the autumn scenery of the Great Wall appeared on the TV screen.
AIThe tide of the era,Changhong high-end flagship TVARTISTSTAR foil mural+AIThe painting function is opening up a new experience for users。 ARTISTstar foil mural+The reason why TV is smart is because it is connected to the original "Yunfan" artificial intelligence model, so it has many AI capabilities, such as more accurate search and recommendation, and even large-screen "Wensheng map" and other capabilities. As a result, users are free to create 4K murals with voice commands.
The technology, intelligence and Internet of Things of household appliances demonstrate the strength and heritage of Changhong's scientific and technological innovation, and also outline the long-term kinetic energy that drives Changhong's continuous breakthrough in globalization.
Focusing on the enterprise chassis of scientific and technological innovation, Changhong has built 100 innovation platforms including 3 national enterprise technology centers and 2 national industrial design centers, and has also cooperated with first-class scientific research institutes and head enterprises at home and abroad. In recent years, it has won 21 national science and technology progress awards in the fields of smart home appliances, digital technology and special fields. At present, Changhong has 19 national-level and provincial-level "specialized, special and new" enterprises, with annual shipments of TVs, refrigerators and other smart home appliances exceeding 40 million units (sets).
Technological innovation is also experienced in the whole process of Changhong's production and operation, and in the face of the transformation of the manufacturing industry brought about by the 5G era, Changhong has also depicted a new picture of intelligent manufacturing. For example, the TV uses Asia's advanced 5G+Industrial Internet production line,Each production line has 6 parallel stations,Can produce 6 different products at the same time,1100 different products can be produced in a day......
"Scientific and technological innovation" allows Changhong to have many technical labels, and also makes it the biggest booster in the process of globalization. Relying on innovative technology, Changhong continues to deepen the global market layout and promote more intelligent and personalized home appliances to the world. In the future, Changhong will continue to take the initiative to embrace overseas markets, and move forward steadily in the traditional markets and new markets of Europe and the United States along the "Belt and Road" and RCEP countries, and break into a new height of globalization. (Reporter Xu Yiqiang)