Appliance industry into the "winter" Hisense Kelon or take the opportunity to rise

On December 28, the recent theme of buzzing in the home appliance industry was “dismissal” and “people quake”. This is considered to be a portrait of the “cold winter” strike of the home appliance industry, and perhaps also “economic winter” at home and abroad. The tip of the iceberg. In the winter, some home appliance companies launched a "staff cut", and many SMEs face the dilemma of closing or bankruptcy.

China Yikang statistics show that the domestic refrigerator and air conditioner market sales growth slowed down. From January to November 2011, the cumulative sales of refrigerators only increased by 3.54% year-on-year. The air-conditioning market was even more severe. The accumulated sales from January to November fell 3.79% year-on-year, of which, in November, the year-on-year decline was as much as 15.25%!

Under the background of a sharp decline in the growth rate of the entire industry, Hisense Kelon’s “high-end strategy” results are eye-catching, with high-end products performing well and bucking the trend. Statistics show that: From January to November, the sales ratio of products priced at more than RMB 3,500 was increased from 58.73% last year to 69.40% in 2011, and Kelon air-conditioning increased from 35.52% to 43.43%; Hisense refrigerators with more than three doors The sales ratio increased from 38.22% last year to 47.91%, and Rongsheng Refrigerator 33.59% rose to 50.48%.

Experts in the industry pointed out that the causes of the cold winter of home appliances are mainly based on four aspects: the tightening of real estate policies inhibits new demand; home appliances to the countryside, energy-saving benefits, old-for-new policies and other policies advance overdraft the market demand; external macroeconomic policies gradually withdraw; raw material prices rose Lead to increased production costs. These factors have led to a substantial contraction in the growth of the entire home appliance industry.

Analysing the reasons for the sharp contraction in demand for home appliances, it is not difficult to see that the direct impact of this cold winter will be through the use of the benefits of the national policy to rush into the small and medium-sized enterprises in the 3rd and 4th markets, as well as not paying attention to product development and blindly relying on low-price competition. Expansion of the enterprise that caused the body to be unhealthy. The withdrawal of national policies and the increase in production costs have led to the loss of the competitive advantages of these enterprises and will surely suffer from a "cold flu" when the winter comes. At present, the "redundant door" that is at the center of public opinion cannot but be said to be a symptom of "serious flu."

Wang Ruiji, deputy general manager of Hisense Kelon Marketing Co., Ltd. believes that the market space that unhealthy companies and small brands will lose due to the loss of their competitive advantage will be far greater than the shrinking market space caused by the "cold winter of the industry." Enterprises with high added value, perfect channels, and good management system are great opportunities for development. This is a good opportunity for the entire home appliance industry to upgrade and upgrade.

Is the home appliance winter Hisense Kelon endangered?

Wang Ruiji said with confidence: "Hisense Kelon has always been based on soundness, not blindly pursuing short-term benefits, more emphasis on the healthy development of enterprises. After years of building, Hisense Kelon has the industry's leading technology and first-class products; operating through integrity Hisense Kelon has stable suppliers and a complete channel network, organic integration of market resources in the three or four levels, and stable and changeable operating system. With these conditions, the winter of the industry is a development opportunity for Hisense Kelon. Hisense Kelon will be more cautious and stricter in all aspects of management and business operations, so as to ensure that our company will be 'stronger after the winter and gain greater market share.'

Wang Ruiji pointed out that the implementation of high-end strategy and promotion of "upgrade" of product technology are the prerequisites for 2012 Hisense Kelon to seize the opportunity. Through profound technology accumulation, Hisense Kelon continues to introduce new technologies in the field of inverter technology. Following the formal launch of China's vector inverter control technology in 2005, it has successively introduced 360-degree vector inverter technology, dual-mode inverter technology, etc., which are fully applied to air conditioners and refrigerators. The industry has the highest power savings of over 70%, and has developed a four-day, one-kilowatt, lowest-energy refrigerator in the world. Hisense's intelligent frost-free series refrigerators break the characteristics of some famous brands of frost-free refrigerators. Each refrigerator incorporates a microcomputer intelligent processor, integrates advanced temperature control technology, and accurately adjusts the temperature and cooling capacity to the current Ultimately, the ultimate goal of no frost and no air-dried food is achieved.

At present, Hisense Air-Conditioner has independently developed a "FPA full-purification system", through the dual role of natural crystalline carbon and green catechin, through powerful adsorption, solidification, crystallization and chemical decomposition, can effectively remove air in the benzene, formaldehyde, bacteria and Odor, the removal rate of benzene and formaldehyde are all above 98%. This technology has passed the authority certification of the China Center for Disease Control and Prevention. Hisense "Apollo thin control series" washing machine, with 7kg of large capacity and 505mm large inner cylinder, but only 440mm ultimate thin body, directly save half of the home space. Hisense Smart Wind series hangs up the air conditioner to realize the 4-dimensional stereo surround wind, 12-meter ultra-long-distance air supply possessed by the cabinet, and the 13-meter wide arc sweep wind direction, the 15th wind direction, and 4 kinds of humanized settings. Breaks the limitations of ordinary hanging 2-dimensional surround, 5 meters air supply.

It is reported that Hisense Kelon not only established R&D centers in Shunde, Qingdao, and Nanjing, but also set up scientific research institutions in the United States, Japan, and Europe. It has more than 1,000 technicians in the industry and has the largest and most professional R&D. The team spends more than 5% of its operating income each year on research and development. This year, Hisense Kelon, relying on its strong technical R&D capabilities, has launched high-end products such as Hisense Purifier Healthy Air Conditioner, Rongsheng Evel Series refrigerators, and Hisense European multi-door refrigerators. Among them, as of November Hisense Kelon refrigerator products, high-end sales rose 66% year-on-year, far higher than the overall 34% of the refrigerator market. In terms of channel construction, this year, Hisense Kelon has completed a total of 3,000 stores. At the same time, its overseas markets are constantly expanding, with exports from January to October rising by 10.71% year-on-year. In the recent home appliances to rural areas policy tender, Hisense Kelon products are all successful bidders.

For 2012, Wang Ruiji said that Hisense Kelon has set a goal to ensure that more than 30% of the market grows.

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