In 2017, two-thirds of the year had already passed, and with the arrival of “Golden September, Silver October,†the home appliance market was entering its most intense phase of competition. Regardless of their size, all home appliance companies were striving to secure their place in the market. As the old saying goes, “Opportunities are often reserved for those who are prepared.†In the first half of 2017, some brands had already gained a head start, and one such example was Skyworth, a leading home appliance manufacturer. With strong corporate capabilities and a bold approach to innovation, Skyworth accelerated its brand growth significantly throughout the year.
Daring to move faster
Looking at the competitive landscape of China’s home appliance industry, brands like Skyworth, Haier, Midea, Gree, TCL, and Hisense have established strong positions. However, in a time when the industry is undergoing transformation, being bold and moving quickly is essential. Since 2017, Skyworth has taken a series of strategic actions to drive its brand forward, reinforcing its position both domestically and globally.
From participating in the "Key Technology and Application of DTMB System Internationalization and Industrialization" project, which won the National Science and Technology Progress Award, to launching OLED price cuts and future-style TVs, Skyworth has consistently pushed the boundaries of innovation. The collaboration with Tencent Music Group, the launch of the G3 TV model, and the introduction of the first washing machine developed in partnership with Egyptian customers all showcased Skyworth's growing influence.
At international events such as CES, AWE, and IFA, Skyworth made a strong impression with innovations like OLED TVs, flexible AMOLED screens, Android TV, and smart home projects. These efforts not only highlighted Skyworth’s technological advancements but also demonstrated the rising strength of Chinese brands on the global stage.
Planning for the Future
Since 2017, Skyworth's brand acceleration has delivered impressive results. Despite the intense market competition, Skyworth maintained steady growth, thanks to its strong technical foundation. According to AVC data, Skyworth sold 7.124 million TVs in the first half of 2017, becoming the top-selling brand. By June 2017, Skyworth held a 14% market share in mainland China, solidifying its position as the "TV King."
Beyond televisions, Skyworth has expanded into white goods, set-top boxes, and smart industries. Products like the i-GEEK refrigerator, i-DD washing machine, and the air-in-one intelligent wall-mounted air conditioner showcase Skyworth's ability to compete with global brands. From black and white appliances to set-top boxes and beyond, Skyworth continues to outperform its rivals.
Skyworth's set-top box business has long led the international market. In the first half of 2017, Skyworth Digital reported operating income of 3.435 billion yuan, up 11.76% year-on-year. With continued expansion into lighting, security, and other sectors, Skyworth is working toward its goal of reaching a 100 billion yuan revenue mark by 2020.
Opening New Markets
While domestic competition is fierce, the global market presents even greater challenges. As European and American brands decline and Japanese brands retreat, Chinese brands like Skyworth are rising. Skyworth has successfully entered markets across Europe, Southeast Asia, Africa, the Middle East, the Americas, Russia, and Australia—covering three-quarters of the world’s continents.
Through acquisitions such as the Toshiba plant in Indonesia and Metz in Germany, Skyworth has strengthened its global presence. Under the “Skyworth + Metz†dual-brand strategy, Skyworth has grown rapidly in Europe, achieving over tenfold business growth in 11 countries while enhancing its brand value through German technology.
Liang Jinhua, Executive Deputy General Manager of Skyworth Global Marketing Center, noted: “Before venturing overseas, domestic companies should leverage their strengths in the Chinese market to become stronger, optimize their supply chains, and enhance competitiveness in highly competitive environments.â€
Skyworth’s global expansion is driven by internal strength, adaptability, and core competencies. In 2016/2017, Skyworth generated HK$12.5 billion in overseas revenue, a 31.2% increase from the previous year.
As the saying goes, “The best defense is a good offense.†In this fast-paced and competitive market, Skyworth has stayed ahead of the curve, continuously evolving and showing new strength. Domestically, it leads the way; internationally, it opens new frontiers. As the 2017 competition continues, there are many exciting developments still to come.
Shenzhen MovingComm Technology Co., Ltd. , https://www.movingcommtech.com