White Electric Words 2010

The popular words in the white goods field in 2010 basically summarized the industry trends and market characteristics of the white electricity industry in the year.

Bai Qiang black and white at the end of 2010, white listed companies have produced beautiful transcripts, the long-term home appliance industry "white strong black and weak" situation continues.

Midea Electric Co., Ltd. benefited from the competitive advantages of the three major business portfolios of ice, washing, and air, as well as the optimization of its product mix, and its profitability continued to increase. In the third quarter of 2010, it realized operating revenue of 18.135 billion yuan, a year-on-year increase of 68.60%, net profit of 931 million yuan. Yuan, a year-on-year increase of 129.69%. In the first three quarters, Midea’s total operating revenue increased by 60.31% year-on-year, and net profit attributable to its parent company increased by 75.29% year-on-year.

Gree Electric Appliances realized operating revenue of 19.152 billion yuan and net profit of 1.317 billion yuan in the third quarter. In the first three quarters, Gree Electric's total operating income reached 44.297 billion yuan and net profit was 2.890 billion yuan, an increase of 45.09% year-on-year. Moreover, the total operating revenue in the first three quarters exceeded the total revenue of the previous year for 42.637 billion yuan.

Qingdao Haier achieved operating revenue of 45.43 billion yuan in the first three quarters, an increase of 33.25% year-on-year; net profit was 2.09 billion yuan, an increase of 46.58% year-on-year.

In addition to the three giants, Hisense Kelon achieved a total operating revenue of 4.861 billion yuan in the third quarter of 2010, net profit of 139 million yuan, the first three quarters of net profit of 469 million yuan, an increase of 75.25%; the third quarter of Meiling data is not Good, but the first three quarters of net profit growth is still nearly 60%; Little Swan's first three quarters of net profit increased by 92.37%; Hefei Sanyo's first three quarters of net profit rose 38.42%.

Different from white enterprises, the black and white enterprises are relatively indecisive, and the first three quarters of color TV companies' net profits have declined at different rates. According to reports, at present, the net profit of TV companies is only 3%-5%, and that of white enterprises is about 10%.

Some analysts believe that black manufacturers in the industry from the CCFL to LED transition still faces pain, and there is a certain amount of inventory pressure, coupled with the foreign price war squeeze, is expected to color TV manufacturers profitability to be improved until the fourth quarter.

The measurement data of multiple doors in Beijing Yikang Times Market Research Co., Ltd. show that from January to September 2010, the domestic refrigerator market retail sales and sales amounted to 26.64 million units and 60.2 billion yuan, respectively, an increase of 14.4% and 13.3% year-on-year, respectively. Higher than the 5.6% and 6.5% in the same period in 2009. Among them, the proportion of sales of three-door refrigerators and door-to-door refrigerators increased significantly, especially the trend of the three-door refrigerators occupying the market share of high-end traditional two-door refrigerators. Data shows that from January to August 2010, the market share of Sanmen and Side-by-Side refrigerators reached 20.0% and 5.5%, respectively. In the same period of 2009, the proportions of the two were 13.7% and 3.6% respectively. Under the squeezing of the three-door refrigerators, the market share of the two-door refrigerators decreased by 8 percentage points compared to the same period in 2009 and fell to 70.1%. Before 2009, the market share of the two-door refrigerators was still over 80%.

After decades of development and precipitation of the refrigerator market, consumers are no longer satisfied with simple functions such as storing foods, frozen drinks, etc. The refrigerator market has thus entered the high-end consumer era. Facing the ever-increasing competition in the high-end market, Haier, Midea, and Meiling continue to improve the camp of high-end products and launch high-end refrigerator brands such as “Kasa Di”, “Van Di” and “Athena”, competing with foreign brands. High-end market share.

Frequency conversion "The frequency conversion technology will become the "culprit" of the next round of washing machine market changes." After 2009, the United States as the representative of the air conditioning leading enterprises to vigorously promote the inverter air conditioner market, inverter technology is widely accepted by consumers. In 2010, the frequency conversion technology spread in the home appliance industry. Washing machines, microwave ovens, and refrigerators are all "inverted," and home appliance products that incorporate variable frequency technology are widely sought after in the market. Midea, Galanz and Sanyo have become the “Three Musketeers” who are keen to promote frequency conversion technology in the home appliance industry.

In early December 2010, Galanz introduced lightwave microwave ovens. In order to meet the implementation of the microwave energy industry's first energy efficiency standard “Limited value of energy efficiency and energy efficiency limits for microwave ovens for household and similar purposes”, Galanz took out the full housekeeping technician's technology and quickly “converted” in order to create a firewall and “like a wolf”. Like tiger's competitors distance. Unexpectedly, one week later, Galanz launched a series of five-phase inverter microwave oven products in the microwave oven field. Midea's "frequency conversion" efforts are not limited to this, in the end of 2010 launched Fandi Luo French-style refrigerators, Fandi Luo on the door refrigerator and other four series of high-end new products, in addition to "high moisture", the "frequency" is another big Technical highlights.

Hefei Sanyo is also the 2010 "frequency" winner. Sanyo Washing Machine sold 500,000 units of DD direct-drive inverter washing machines to share the large cakes of the 2010 domestic inverter washing machine market. Benefiting from a production line with an annual capacity of 2 million inverter motors, Hefei Sanyo will realize the full-scale conversion of drum washing machines and pulsator washing machines over 2,000 yuan in 2011. As an important watershed for the washing machine industry from the price and channel competition to enter the technology and quality competition phase, “frequency conversion” will bring new opportunities for the development of washing machine manufacturers.

"Ice wash"

Benefit from the "ice (box) washing (clothing machine) air (tune)" three major business channels integration and the use of competitive combination of boxing, the United States in the white market in 2010 to attack cities, step by step closer to the white leader position. Due to the demonstration role of the United States, in the white goods industry in 2010, the term “ice wash space” was frequently mentioned. The practitioners in this field realized that under the present competitive situation, if the “ice wash empty” three products cannot be achieved together It is almost impossible to take a place in the field of white electricity. Even after years of silence, the old brands of home appliances that came back in late 2010 have proposed that they will use washing machines, refrigerators, and microwave ovens as their basic products. In the next few years, they will achieve full expansion of “ice washing” and squeeze into the top three white goods.

There are a few household appliance companies that are doing the "ice-washing" product line layout. Galanz, which already has an air-conditioning product line, announced its entry into the "ice-washing" field in 2010; Skyworth's white-electric base in Nanjing, which is set to fall in 2010, will start production of refrigerators and washing machines in early 2011; the air-conditioning company Chigo has launched "ice-washing" products... , Blackcom companies Konka, TCL, Changhong already has "ice wash empty" product line.

All indications are that competition in the white-fifth field will be even fiercer in 2011.

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