The home appliance market "black eat white" Changhong to buy 20.03% stake in MeiLing

Changhong's acquisition of MeiLing is a foregone conclusion. The reporter learned yesterday, Sichuan Changhong has officially took over the MeiLing 20.03% equity issues Eryuan master Green Ke, the relevant notice will be announced today. Frestech by Singapore companies to win, Kelon, Ronshen Hisense merger, the former domestic refrigerator market with a great reputation of the "big four" families, now only a Haier alone. It is worth pondering that the refrigerator, the four families have two fall in the hands of the TV giant. Previously, Konka, TCL has reached the refrigerator market. Home appliance industry staged a black eat white".

Acquisition of 20.03% stake in MeiLing

The reporter learned yesterday, Sichuan Changhong today will be released on major issues notice, announcement: November 6th, Sichuan Changhong electric Limited by Share Ltd and Guangdong Greencool Enterprise Development Co., Ltd. signed a "MeiLing electrical transfer of shares agreement" the official text. According to the share transfer agreement, making its holdings of Hefei MeiLing Limited by Share Ltd domestic corporate shares 82852683 shares (representing the total issued share capital of 20.03%) transferred to Sichuan Changhong. Transfer price ceiling of 145 million yuan, the final transfer price, will be jointly employed by the two sides of the professional audit institutions to determine the audit of MeiLing electric appliances.

It is reported that MeiLing group will continue to hold 9.8% stake in MeiLing, is still the largest shareholder of MeiLing.

A chain of home appliance market in Beijing responsible person said yesterday, the original Changhong North China area general manager, Changhong electric appliances (China) deputy general manager of marketing company Wang Yong may be entrusted with the task, in the future MeiLing refrigerator business.

Changhong Beijing branch confirmed yesterday, Wang Yong has been transferred back to the headquarters of the North China area, replacing the people of Wang Yong is also basically determined."

MeiLing, a senior official said yesterday, before, many manufacturers are in contact with MeiLing to negotiate acquisitions, including Konka, Haier, but in the end all due to various reasons out. For the replacement of the major shareholders again, many people inside MeiLing has been ready.

Changhong wants to enter the refrigerator industry

Changhong white territory as early as 2001 has been on the horizon. At that time, Zhao Yong for the first time to preside over the overall situation of Changhong, has proposed to exchange with a number of domestic white enterprises, Kelon was once considered one of its objects. But as Ni Runfeng came back, the plan is to eventually settle a matter by leaving it unsettled.

Over the years, Changhong has been an attempt to white goods. 1997 Changhong entered the field of air conditioning, in 2000 it has ranked the forefront of the second camp. 2005 report shows that Changhong air conditioning revenue 1 billion 200 million yuan, an increase of 99.24%. According to Changhong planning, the next 3 years to enter the air conditioner market in the first three.

The famous home appliance expert, director of Consulting Director Luo Qingqi believes that the air-conditioning and refrigerator with an industry chain, the upstream raw material procurement and downstream product sales can realize the sharing of resources. Changhong currently has more than 6 thousand air conditioning sales outlets in the country, the more than 3 thousand service outlets. Air conditioning sales and service outlets fully applicable refrigerator. Therefore, Changhong conspiracy white, it is impossible to do air conditioning refrigerator. In this sense, Changhong's acquisition of MeiLing in reason.

Changhong won the low-end refrigerator tickets

Following Ronshen Kelon, Hisense, power by Don Kay Yisi has acquired after the acquisition of MeiLing electric appliances are Changhong this week. Nest eggs will be used in this sentence, Greencool body not to fear. Changhong after the acquisition of MeiLing, the home appliance market to form a dramatic scene: the former color TV giant three TCL, Konka, Changhong, once again met in the refrigerator white market.

In August 24th this year, Kang Jiagang spent 19 million 810 thousand yuan in Anhui Chuzhou purchase an annual output of 300 thousand Taiwan refrigerator production line, in order to bid farewell to oem. TCL this year is also in Qingdao, Guangdong, the layout of the refrigerator industry chain, and the establishment of a joint venture with Toshiba refrigerator, conspiracy market. With the acquisition of Kelon, Ronshen Shanghai, color TV giant has formed the actual encirclement of the refrigerator market.

Luo Qingqi expressed appreciation for the acquisition of color TV companies into the field of white electricity. He believes that due to the increasingly fierce competition in the future, home appliance brands will be further concentrated, with a brand advantage of the industry will lead the industry reshuffle. Appliance integration itself is also a trend, such as the future washing machines, refrigerators are to be applied 3C integration, so black and white integration gap is not great.

Although experts on the TV giant through mergers and acquisitions to enter the refrigerator market is expected to be good, but a fact that can not be ignored is that the margin of white goods, has been very close to the color tv. According to the home appliance giants announced third quarter earnings, domestic TV and refrigerator enterprise gross margin of 17.5%, MeiLing refrigerator, Changhong TV 16.2%, Konka TV 16.4%, gross margin in about a percentage point. At the same time have a color TV, refrigerator, air conditioning products TCL, the gross margin of each product for the color TV (domestic) 22.48%, air conditioning, refrigerator 24.84%, the difference is not large.

There is a fact that can not be ignored, in addition to Haier, Hisense, this year the domestic refrigerator enterprises actual in the market is in the state of retreat. In Beijing Gome refrigerator sales rankings, Haier, SIEMENS, Electrolux ranked the top three, Frestech, MeiLing, and Ronshen has dropped to sixth, 7, 10. In Beijing Suning also almost, SIEMENS, Haier firmly occupy the top two, while MeiLing and Frestech ranked in the top 6. This means that even if the acquisition of the color TV companies through the acquisition of the former four families, but also to get into the low-end market