广东长虹：从"制造出海"到"品牌出海"的全球化战略

广东长虹：从"制造出海"到"品牌出海"的全球化战略

Guangdong Changhong: From "Manufacturing Going Global" to "Brand Going Global" Strategy

在2024年上半年，广东长虹交出了一份亮眼的成绩单 - 公司销售收入同比增长超过20%。这一增长不仅体现在数字上，更体现在海外市场的盈利能力提升。在今年第135届广交会上，来自科特迪瓦、伊拉克、委内瑞拉等国的采购商纷纷下单，充分展现了长虹在全球市场的吸引力。

In the first half of 2024, Guangdong Changhong delivered impressive results - with company sales revenue increasing by over 20% year-on-year. This growth is reflected not just in numbers but also in enhanced profitability in overseas markets. At the 135th Canton Fair, buyers from Côte d'Ivoire, Iraq, Venezuela and other countries placed numerous orders, fully demonstrating Changhong's appeal in the global market.

长虹的全球化历程始于20世纪90年代末，当时作为"中国彩电大王"的长虹年出货量已达1200万台。2000年，中山长虹电器有限公司在南头镇建立高科技数字工业园；2003年，广东长虹电子有限公司成立，成为长虹海外业务的新引擎。如今，长虹业务已覆盖160多个国家和地区，2023年家电国际业务整体营收增长25%，电视产量突破1000万台。

Changhong's globalization journey began in the late 1990s, when as the "King of Chinese TVs" it reached annual shipments of 12 million units. In 2000, Zhongshan Changhong Electric Co., Ltd. established a high-tech digital industrial park in Nantou Town; in 2003, Guangdong Changhong Electronics Co., Ltd. was founded, becoming the new engine for Changhong's overseas business. Today, Changhong operates in over 160 countries and regions, with overall revenue from international home appliance business growing by 25% in 2023 and TV production exceeding 10 million units.

从"单兵作战"到"整舰出发"的战略转型

Strategic Transformation from "Lone Ranger" to "Fleet Formation"

2005年，长虹将海外基地从绵阳迁至中山南头，完成了从内陆到沿海的关键跨越。2019年，长虹·美菱国际区成立，整合电视、冰箱、洗衣机三大产品线，实现全球资源协同。"以前各产品线独立运作，协同力度不足。现在我们可以为客户提供完整的'家电包'解决方案。"长虹·美菱国际区副总经理黄和荣表示。

In 2005, Changhong relocated its overseas base from Mianyang to Nantou, Zhongshan, completing the crucial leap from inland to coastal. In 2019, Changhong-Meling International Division was established, integrating three major product lines of TVs, refrigerators and washing machines to achieve global resource synergy. "Previously, product lines operated independently with insufficient coordination. Now we can provide customers with complete 'home appliance package' solutions," said Huang Herong, Deputy General Manager of Changhong-Meling International Division.

本土化策略：从"走出去"到"走进去"

Localization Strategy: From "Going Out" to "Going Deep"

长虹在印尼市场深耕25年，根据当地购买力及使用场景进行产品规划，产品常年占据Shopee平台大家电品类top榜单。在欧洲市场，长虹建立本地仓储物流体系，打造跨国家、跨文化的电商运营团队。"欧洲是竞争最激烈的市场，也是我们必须攻克的市场。"黄和荣强调。

Changhong has cultivated the Indonesian market for 25 years, planning products according to local purchasing power and usage scenarios, with products consistently ranking top in large appliance categories on Shopee. In the European market, Changhong established local warehousing and logistics systems, creating a cross-national, cross-cultural e-commerce operations team. "Europe is the most competitive market and one we must conquer," emphasized Huang Herong.

智能家电：品牌高端化的关键路径

Smart Home Appliances: Key Path to Brand Premiumization

2016年，长虹推出全球首款人工智能电视；2023年，兼容多个AI大模型的"超级大脑"在长虹电视落地。2024年，全新Mini LED电视、OLED电视完成量产，大冰箱、风冷产品销量大幅提升。"我们希望全力做好智能家电，将创新产品带向全球，以技术力实现领先。"黄和荣表示。

In 2016, Changhong launched the world's first AI TV; in 2023, a "super brain" compatible with multiple AI large models was implemented in Changhong TVs. In 2024, new Mini LED and OLED TVs entered mass production, with sales of large refrigerators and air-cooled products increasing significantly. "We aim to excel in smart home appliances, bringing innovative products to the global market and achieving leadership through technological strength," said Huang Herong.

智能制造：从"千万级"迈向"亿级"产能

Intelligent Manufacturing: From "Ten Million" to "Hundred Million" Capacity

2023年，广东长虹电视产量突破1000万台，累计产量达7510万台。通过每年数千万的技术改造投入，长虹建成自动化模组生产线体4条，采用AGV智能物流系统。当前，长虹正推进中山基地升级改造，目标打造年产1500万套的智能制造示范基地，整体效率提升30%。

In 2023, Guangdong Changhong's TV production exceeded 10 million units, with cumulative production reaching 75.1 million. Through annual technological transformation investments of tens of millions, Changhong built 4 automated module production lines using AGV intelligent logistics systems. Currently, Changhong is upgrading its Zhongshan base, aiming to create an intelligent manufacturing demonstration base with annual capacity of 15 million units and overall efficiency improvement of 30%.

在南头镇政府支持下，长虹获得了精准及时的政策扶持，包括税负减免、"三旧"改造等。作为全国首个中国家电品牌基地，南头镇聚集了5500多家企业，为长虹提供了完善的产业配套。"南头政府的支持为我们做大做强提供了强大助力。"黄和荣评价道。

With support from Nantou Town Government, Changhong has received precise and timely policy support including tax reductions and "three old" transformations. As China's first national home appliance brand base, Nantou Town gathers over 5,500 enterprises, providing Changhong with complete industrial support. "Nantou government's support has provided strong assistance for our growth," commented Huang Herong.