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校园吸奶LV1,感受不一样的放松与社交魅力

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近年来,对于国内家电企业而言,出海正逐渐成为一个必选项。而在这其中,东南亚这一新兴市场受到了越来越多的关注,不论是传统的白电企业(主要生产冰箱、洗衣机、空调等大家电产品),抑或是时兴的小家电企业,都将这里作为海外扩张的重要增长点。

东南亚家电市场蓬勃发展

根据数据分析机构Statista之前的估算,2024年东南亚地区的家电市场收入会达到503.3亿美元。国信证券研究指出,东南亚及南亚国家近10年家电销量复合增速普遍超过3%,需求表现好于发达国家。

中国机电产品进出口商会家电分会秘书长周南在接受《中国电子报》采访时表示,东南亚近些年通过投资拉动贸易和消费,从长期来看,当地的消费市场呈现增长趋势。“随着当地人均可支配收入的提高,东南亚消费市场的增长既有容量的增长,也有消费的升级。”他说道。

这片蓝海不仅有巨大的发展空间,还具有成本低廉、规避贸易壁垒、政策支持等优势,吸引了不少中国企业。根据中国机电产品进出口商会的统计,2024年我国对东盟白电累计出口148.7亿美元,同比增长19.8;在对亚洲白电出口规模的前20国中,有6个国家来自于东南亚地区,其中对泰国和马来西亚的出口规模同比增长最大,超过25%。

此外,近年东南亚电商行业发展迅速,Shopee、Lazada等电商平台对跨境卖家开放,打破了地域限制,降低了企业进入市场的门槛。随着跨境电商的发展,与之配套的海外仓等贸易设施和服务体系也正在快速发展中,为拓展东南亚市场的国内家电企业提供了便利。

国内白电企业“产能出海”趋势明显

东南亚地区地处热带,气候炎热,大众对空调、冰箱、洗衣机等白电需求旺盛。对于美的、海尔、奥克斯等以白电为主的国内企业,东南亚已是发展多年的海外基地。

近年来,国内白电企业纷纷在泰国、越南、印尼等地投资建厂,并且在供应链本土化方面的投资建设持续加大,呈现出明显的“产能出海”趋势。据了解,海尔在泰国春武里的空调工业园年产能达600万套,TCL在东南亚新建的生产基地预计每年新增冰箱产能100万~140万台。

与“开疆拓土”相呼应的是,国内家电品牌在东南亚白电市场的崛起——海尔、美的、海信、TCL等品牌已在当地市场占据一席之地,并取得了不俗的销售成绩。

对于这些出海多年的白电企业来说,东南亚只是其全球化布局中的一块拼图。根据海尔的财报数据,其2024年海外市场实现收入1438.14亿元,同比增长5.43%;其中东南亚营业收入66亿元,同比增长14.8%;南亚营业收入115亿元,同比增长21.1%。美的财报显示,其海外营业收入占比达41.52%,同比增长12.01%。美的相关负责人表示,将坚持海外OBM(自主品牌制造)优先,深海浅海都要去,持续拓展海外制造布局。

目前,东南亚白电市场以中、日、韩三国品牌为主,而中国品牌近年来市场份额显著提升,正逐步抢占日韩品牌的份额。华泰证券研究认为,从长期来看,我国白电企业在成本管控、技术沉淀、产业链方面具有突出优势,能够通过出海继续强化在海外的本土化能力,提升中国品牌海外认可度。此外,有研究指出,东南亚及南亚的白电行业尚处于渗透率提升期,空调的渗透率相对较低,未来增长空间广阔。

小家电风生水起,但也有隐忧

在小家电方面,东南亚市场同样是增长的市场。根据数据分析机构Statista此前的估测,2024年东南亚小家电市场收入达到168.8亿美元。

“中国小家电企业在东南亚市场可以说是风生水起。”周南这样向记者描述。GfK中国客户成功事业部市场研究经理陈文祺亦在采访中表示,近年我国小家电品牌在东南亚市场比重正逐渐上升,2024年我国小家电品牌的市场占比为10%左右,较2023年增长2个百分点。同时,莱克、富佳、比依股份、新宝股份等企业已在东南亚建立海外工厂。

TMOGroup研究报告显示,在东南亚的空气净化器、加湿器、除湿器等产品领域,小米以约8.6%的线上市场份额稳居第一,另一中国品牌Levoit位列第三;在厨房小家电领域,小熊电器的电饭煲和食物处理器深受东南亚消费者喜爱,HANRIVER则在印度尼西亚市场表现突出;小米、追觅、美的、石头科技等中国品牌在扫地机器人领域表现亮眼。

对于中国小家电企业风生水起的原因,周南分析认为,近年电商在东南亚迅速发展,而我国小家电企业在电商方面已经积累了不少经验,能够轻松触达东南亚地区的消费者。在消费者方面,相比欧美,东南亚地区的生活及消费习惯与国内比较相似,这也为国内小家电企业提供了更多的机会。

尽管市场销售颇为风光,但我国小家电企业尚未进入品牌出海的阶段。记者了解到,目前大多数国内小家电企业在东南亚市场的业务仍是以代工为主,尚未树立品牌、拥有自己的“姓名”,还有些企业在自主品牌出海的同时也不放弃代工业务,这也要求企业在代工与发展自主品牌之间寻求平衡。生产厨房小家电的北鼎股份的财报显示,其2024年OEM/ODM业务的营业收入占比达到22.16%,同比增长21.99%;自主品牌北鼎业务营业收入占比77.84%,同比增长11.02%。

小家电企业树立自主品牌的过程不会轻松。不过周南认为,随着大量的中国小家电企业进入东南亚市场,尤其是头部企业在当地建厂,中国品牌在当地的渗透力会逐渐增长,从而带动当地消费者对中国品牌的认可度进一步提高,为小家电企业建立自主品牌带来利好。

除了从产品出海到品牌出海的转型,当地小家电市场的竞争强度也不容忽视。陈文祺表示,尽管我国小家电企业在东南亚市场具有较大的发展潜力,但在当地市场还面临与本土品牌和国际巨头的竞争。本土品牌通过低价竞争,能更好地抢占低端市场,而日韩及欧美品牌在东南亚也有较高的影响力,在中高端市场中占据主导位置。

(家电网®HEA.CN)

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