某外企電冰箱行業(yè)戰(zhàn)略報告(參考版)
2024-10-19 11:55本頁面
【正文】 S PROFIT SUFFERED OVER THE PAST FEW YEARS AND ARE EXPECTED TO REMAIN LOW Source: Man Stanley Dean Witter report, annual reports Meiling 1997 2021E 2021E 1999 1998 19181245Kelon 107500 . 4EBIT margin Percent aaaaaa010807BJrefrigerator 28 MARKET ASSESSMENT Market assessment Supply (petitor) analysis Demand (customer) analysis Overall environment analysis Market definition ? Evaluation criteria, weight and rating ? Assessment of market attractiveness aaaaaa010807BJrefrigerator 29 Evaluation criteria Weight Percent Attractive ness rating Market assessment MARKET ASSESSMENT NONSIDEBYSIDE REFERIGERATOR Overall environment analysis ? China environment attractiveness Demand (customer) analysis ? China (related) market size ? China (related) market growth rate Supplier (petitor analysis) ? Industry profitability in related markets 20 20 20 20 6% RMB 7 10 1 Evaluation basis ? Profitability trend 20 Moderate decline 4 4% 4 aaaaaa010807BJrefrigerator 30 Evaluation criteria Weight Percent Attractive ness rating Market assessment MARKET ASSESSMENT SIDEBYSIDE REFERIGERATOR Overall environment analysis ? China environment attractiveness Demand (customer) analysis ? China (related) market size ? China (related) market growth rate Supplier (petitor analysis) ? Industry profitability in related markets 20 20 20 20 7% 74 MRMB 7 1 7 Evaluation basis ? Profitability trend 20 Sustain 7 31% 4 aaaaaa010807BJrefrigerator 31 APPENDIX aaaaaa010807BJrefrigerator 32 DEFINITION OF GEOGRAPHIES Chengdu Beijing Wuhan Shenyang Dalian Guangzhou Tianjin Shijiazhuang Taiyuan Ji’nan Nanjing Shanghai Ningbo Hefei Nanchang Fuzhou Xiamen Kunming Changsha Xi’an Lanzhou Haerbin Changchun Wulumuqi Haikou Northeast North Northwest East Central South Southwest Huhehote Qingdao Hangzhou Zheng zhou Shenzhen Nanning Guiyang Chongqing Xining Yinchuan aaaaaa010807BJrefrigerator 33 DEFINITION OF TIER CITIES Tier 1 Tier 2 Tier 3 Beijing, Shanghai, Guangzhou Shenyang, Wuhan, Hangzhou, Tianjin, Chengdu, Chongqing, Shenzhen Other provincial capitals 。s brand Source: SINOMR, GfK, LIIC 100%= 100L Others aaaaaa Electrolux Meiling Kelon* Haier Siemens ? Haier is leading in most markets ? Electrolux and Siemens have strong position in midtolarge capacity markets ? aaaaaa is very strong in small capacity ( 100L) market and is relatively strong in mid capacity market 100 150L 150 180L 180 200L 200 225L 225 250L 250 300L 300L Rongsheng* 0 0 0 0 0 Market share in major cities by product type, 2021 aaaaaa Haier/Rongsheng/Kelon Siemens/Electrolux aaaaaa010807BJrefrigerator 25 GE IS THE LEADING PLAYER IN SIDEBYSIDE REFRIGERATOR MARKET 8 3 . 37 4 . 01 6 . 72 0 . 0100%= Others* aaaaaa 1,000 3,500 ? The market is dominated by MNC players ? aaaaaa has significant share in the market. However, GE clearly dominates ? New players such as Haier are entering the market ? The highend sidebyside refrigerator market is likely to remain MNC’s territory while “l(fā)ocal players” will focus on lowerend segments Units, Percent Unit market share 6 0 * Includes Haier, LG, Whirlpool, etc. S
教學課件相關推薦
鄂ICP備17016276號-1