Frequently "out of the circle" and "home appliance group" compete for great health

In the past year, under the influence of the epidemic "black swan", the health industry ran out of an "upward curve" against the trend in the context of a slightly sluggish economy. The value of life and health has been re-examined, and the health industry has become a new growth pole for high-quality economic development.

Such a vast "healthy" blue ocean is becoming the outlet for merchants to chase the waves, attracting capital to seize the beach and large enterprises to compete for admission. Ali, JD.COM, Tencent, Vanke, Evergrande, Wanda and other real estate giants with their own Internet genes are scrambling to enter the healthy track for a share. Among them, the home appliance giants represented by Haier, Midea, TCL and Gree have also "crossed the border" and become a unique force to accelerate the transformation and reshaping of the medical and health industry.

Internationally, established enterprises such as home appliance giants Philips, General Electric, Siemens, etc. have shifted their home appliance business to the medical device market and the big health market. Domestically, Haier, Midea, TCL, Gree and other head home appliance enterprises have entered the new health track through different paths.

There are thousands of roads to transformation. Why do home appliance giants invariably extend their "tentacles" to seemingly unrelated medical industries?

From the external environment, since the start of the new medical reform, encouraging social capital to run medical services has lowered the industry threshold and guided many private capitals to enter the medical field to "test the water".

From the inside of the industry, China home appliance enterprises, which have always attached importance to independent research and development and have strong scientific and technological strength, look forward to breaking through the traditional home appliance industry and transforming into high technology.

From a technical point of view, these two seemingly distinct industries have their own relevant logic. The trend of cross-border integration between medicine and electronic information technologies such as semiconductor display, artificial intelligence and sensing technology is increasingly apparent. Cross-border medical care for home appliances is a relevant and diversified transformation strategy worth trying.

From the perspective of industrial demand, the sudden attack of the epidemic has made the health industry enter the era of "national demand". Since last year, the health industry has sprung up, accounting for a "double increase" in GDP and growth rate. At the same time, people's demand for medical level is increasing day by day, and the medical industry with long-term slow development and unbalanced resources needs to be broken.

With multiple factors superimposed, it is not difficult to understand that home appliance giants are particularly fond of "healthy circles".

Despite riding the waves in the same blue ocean, home appliance giants are cutting into different sub-tracks and trying to explore new paths for the health industry.

In the subdivision track, the medical device manufacturing industry located in the upstream of the big health industry has the highest similarity and high profit rate, and has become the "first choice" for home appliance enterprises to cross the border. Philips, GE and Siemens, internationally renowned home appliance companies, have started the competition for the upstream industrial chain many years ago, starting with medical devices and equipment, and laying out the health industry in depth.

Whether Philips gradually divests the non-core business of household appliances and lays out the health industry through mergers and acquisitions and cooperation, or Siemens acquires Varian, a well-known European medical equipment company, for US$ 65.438+064 billion. The international home appliance giant "elephant turns around" focuses on the strategic transformation of the medical and health industry.

In China, Midea Group tried to expand its territory in the medical equipment industry through capital intervention. Before the acquisition of Wandong Medical, in 20 17, Midea spent 29.2 billion yuan to acquire KUKA robots in Germany to conduct research and development of medical robots and a series of health inspection and testing products. Since then, the United States has begun to accelerate the reconstruction in the field of big health. In 2020, Midea announced that it will invest 654.38 billion yuan in Shunde, Guangdong Province to build a non-profit hospital radiating Guangdong-Hong Kong-Macao Greater Bay Area.

Different from the medical beauty industry, TCL is more focused on "doing what you know". Originated from its main business, it cut into the field of medical services through the third-party independent imaging center, and extended to the field of medical electronics by virtue of its competitiveness in the field of digital image processing technology. In this process, TCL seized the initiative of the state to promote graded diagnosis and treatment and encourage social forces to invest in the independent operation of medical institutions. Starting from 20 18, TCL began to deploy the third-party medical imaging center. Official website shows that TCL has deployed five medical imaging centers in Guangdong, Jiaozuo and Kunshan.

On the other hand, Haier put forward the ecological strategy, and experienced a path of building a whole life cycle ecology from the manufacturing core in the wrestling health industry. With the core competitiveness of manufacturing industry, Haier cut into the field of life science from medical low-temperature cold chain storage equipment, and gradually built an ecosystem covering biomedicine, and connected the whole industrial chain in series.

Haier's great health ecological brand "Yingkang Lifetime" revolves around seven scenes in the whole life cycle of "pregnancy, infancy, health and nurturing". It owns two listed companies in the health industry: Haier Bio (SH.688 139) and Yingkang Life Insurance (SZ.300 143), as well as Haier Medical, Haier International Cell Bank and Yingkang Reproductive. In the upstream medical device industry, Masp, a wholly-owned subsidiary of Yingkang Life Insurance, is a leader in the field of tumor radiotherapy equipment; The downstream core medical service field for patients is based on the concept of "integration of doctors and patients", focusing on decentralized and scene-based services of medical institutions. At present, there are 16 hospitals in China.

Compared with the peers who have already taken the lead in the health industry, Gree has just begun to test water health. Not long ago, Dong Mingzhu, chairman of Gree Electric, announced that he would invest 6,543.8 billion yuan to develop and produce high-end medical equipment. In 2020, Zhuhai Gejian Medical Technology Co., Ltd. and Tianjin Gree Xinhui Medical Devices Co., Ltd. were established. Although there is no substantial development at present, Gree has made up its mind to seize the medical device market with long-term leading foreign-funded enterprises.

While all parties are wrestling with the health industry, the health industry is also accelerating innovation and reshaping under the impetus of external forces.

In recent years, the strategy of "Healthy China" has been promoted steadily and has been promoted in the implementation of a series of national policies. It is urgent to speed up the establishment of a multi-level medical system and integrate full-cycle medical services.

With the gradual escalation of consumption, the big health industry has gradually extended from "disease treatment" to the whole value chain of "health management", "disease prevention" and "rehabilitation management". Developing the health industry based on people's health needs has become the only way to meet people's growing needs for a better life.

According to the planning goal of Healthy China 2030, the total scale of health service industry will reach 16 trillion by 2030. With such a huge cake, the giants will continue to enter the market with huge funds in the future. Although the goals and paths are different, it is foreseeable that the diversified competition of home appliance giants in the medical market can not only promote the technological iteration of the medical industry, but also press the acceleration button for the innovation of the health industry.

In the future, the development trend of big health industry will be influenced by many factors such as health demand, population structure, policy orientation, technological progress, capital investment direction and so on. Whether it is the beauty blooming everywhere, Gree's test of water, TCL's "drawing inferences from others", or Haier's life-cycle ecological construction in the field of big health, the cross-border empowerment of "Home Appliances Sky Group" has also opened up new ideas for the innovation and development of domestic big health industry.