身價231億，增速100%！小天(tian)鵝“不(bu)老秘籍(ji)”大(da)公開

中山威(wei)力、武漢荷花(hua)(hua)、上(shang)(shang)海(hai)(hai)水仙……上(shang)(shang)世(shi)紀80年(nian)(nian)(nian)(nian)(nian)(nian)代，市(shi)場(chang)(chang)有(you)叫得出(chu)一(yi)(yi)串響亮的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)國民(min)洗(xi)衣(yi)機(ji)(ji)(ji)品牌。 但(dan)時(shi)(shi)至(zhi)今日，這(zhe)些名字(zi)并(bing)不(bu)(bu)像從前那(nei)樣為(wei)(wei)(wei)(wei)人所熟知，而(er)無錫小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)依舊(jiu)活(huo)躍(yue)在(zai)(zai)“白電(dian)(dian)”舞臺上(shang)(shang)，并(bing)在(zai)(zai)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)集(ji)團(tuan)完(wan)成(cheng)收(shou)(shou)(shou)購(gou)(gou)(gou)(gou)正(zheng)式(shi)控股(gu)(gu)后(hou)，重新(xin)起飛。根據(ju)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)最新(xin)財報顯示，近三(san)年(nian)(nian)(nian)(nian)(nian)(nian)來小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)每年(nian)(nian)(nian)(nian)(nian)(nian)都(dou)有(you)超過20%的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營收(shou)(shou)(shou)增(zeng)長(chang)。線(xian)上(shang)(shang)業(ye)(ye)(ye)(ye)務表現(xian)更(geng)為(wei)(wei)(wei)(wei)亮眼(yan)，2016年(nian)(nian)(nian)(nian)(nian)(nian)雙11當天(tian)(tian)(tian)(tian)(tian)(tian)，小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)一(yi)(yi)款(kuan)(kuan)洗(xi)烘一(yi)(yi)體機(ji)(ji)(ji)，共售(shou)出(chu)2.6萬臺，拿下(xia)當天(tian)(tian)(tian)(tian)(tian)(tian)天(tian)(tian)(tian)(tian)(tian)(tian)貓洗(xi)衣(yi)機(ji)(ji)(ji)類目(mu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)第一(yi)(yi)名。 數據(ju)顯示，洗(xi)衣(yi)機(ji)(ji)(ji)市(shi)場(chang)(chang)整體近年(nian)(nian)(nian)(nian)(nian)(nian)來呈現(xian)明(ming)顯下(xia)滑態勢，創(chuang)立于1958年(nian)(nian)(nian)(nian)(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)能(neng)夠逆(ni)勢增(zeng)長(chang)，占(zhan)據(ju)洗(xi)衣(yi)機(ji)(ji)(ji)行(xing)(xing)業(ye)(ye)(ye)(ye)領(ling)先(xian)(xian)地(di)(di)位，靠的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是什么(me)？ 16.8億(yi)(yi)(yi)被美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)收(shou)(shou)(shou)購(gou)(gou)(gou)(gou) 2月15日，美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)集(ji)團(tuan)總(zong)市(shi)值(zhi)站上(shang)(shang)2000億(yi)(yi)(yi)元(yuan)。這(zhe)個(ge)雄心(xin)勃勃的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“白電(dian)(dian)老大”，至(zhi)今仍視(shi)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)為(wei)(wei)(wei)(wei)自己的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“得意之作(zuo)”。 2008年(nian)(nian)(nian)(nian)(nian)(nian)，美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)以16.8億(yi)(yi)(yi)元(yuan)收(shou)(shou)(shou)購(gou)(gou)(gou)(gou)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)24.01%的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)股(gu)(gu)權(quan)，加(jia)上(shang)(shang)此前所獲部(bu)分(fen)股(gu)(gu)權(quan)，至(zhi)此美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)持有(you)股(gu)(gu)權(quan)占(zhan)比達28.94%，成(cheng)為(wei)(wei)(wei)(wei)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)控股(gu)(gu)股(gu)(gu)東。 然而(er)當時(shi)(shi)業(ye)(ye)(ye)(ye)內(nei)并(bing)不(bu)(bu)看好這(zhe)單收(shou)(shou)(shou)購(gou)(gou)(gou)(gou)，因為(wei)(wei)(wei)(wei)16.8億(yi)(yi)(yi)元(yuan)這(zhe)個(ge)價(jia)格與前任買家(jia)3.5億(yi)(yi)(yi)元(yuan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)出(chu)價(jia)相比翻了(le)(le)(le)近5倍，“不(bu)(bu)值(zhi)”、“買貴了(le)(le)(le)”的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)論不(bu)(bu)絕于耳，但(dan)時(shi)(shi)至(zhi)今日，小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)值(zhi)已經(jing)增(zeng)長(chang)到(dao)231億(yi)(yi)(yi)元(yuan)。 對(dui)于美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)來說(shuo)，小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)加(jia)入(ru)，幫(bang)助美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)快速在(zai)(zai)彼時(shi)(shi)競爭激烈的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)洗(xi)衣(yi)機(ji)(ji)(ji)市(shi)場(chang)(chang)占(zhan)據(ju)了(le)(le)(le)一(yi)(yi)席(xi)之地(di)(di)，并(bing)逐漸成(cheng)長(chang)為(wei)(wei)(wei)(wei)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)白電(dian)(dian)業(ye)(ye)(ye)(ye)務的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)核(he)(he)心(xin)之一(yi)(yi)。 控股(gu)(gu)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)后(hou)，美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)先(xian)(xian)后(hou)通(tong)過一(yi)(yi)系(xi)列的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)股(gu)(gu)權(quan)置換動作(zuo)，將(jiang)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)電(dian)(dian)器(qi)拆解為(wei)(wei)(wei)(wei)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)空調、冰(bing)(bing)(bing)箱業(ye)(ye)(ye)(ye)務平(ping)臺，并(bing)把(ba)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)獨立作(zuo)為(wei)(wei)(wei)(wei)洗(xi)衣(yi)機(ji)(ji)(ji)平(ping)臺，幫(bang)助美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)實現(xian)“沖(chong)入(ru)冰(bing)(bing)(bing)洗(xi)行(xing)(xing)業(ye)(ye)(ye)(ye)前三(san)強”。海(hai)(hai)通(tong)證(zheng)券研報曾(ceng)分(fen)析指(zhi)出(chu)，國產(chan)洗(xi)衣(yi)機(ji)(ji)(ji)行(xing)(xing)業(ye)(ye)(ye)(ye)雙寡(gua)頭壟(long)斷(duan)格局(ju)近年(nian)(nian)(nian)(nian)(nian)(nian)來逐漸形成(cheng)，2012年(nian)(nian)(nian)(nian)(nian)(nian)海(hai)(hai)爾加(jia)上(shang)(shang)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)系(xi)洗(xi)衣(yi)機(ji)(ji)(ji)市(shi)場(chang)(chang)份(fen)額約(yue)為(wei)(wei)(wei)(wei)51%，2014年(nian)(nian)(nian)(nian)(nian)(nian)約(yue)為(wei)(wei)(wei)(wei)54%，到(dao)2016年(nian)(nian)(nian)(nian)(nian)(nian)10月達到(dao)60%，市(shi)場(chang)(chang)集(ji)中度還在(zai)(zai)進一(yi)(yi)步提升。 美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)集(ji)團(tuan)董事長(chang)方洪波(bo)曾(ceng)這(zhe)樣評(ping)價(jia)這(zhe)筆(bi)收(shou)(shou)(shou)購(gou)(gou)(gou)(gou)，“今天(tian)(tian)(tian)(tian)(tian)(tian)你想買小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)，花(hua)(hua)300億(yi)(yi)(yi)元(yuan)也買不(bu)(bu)到(dao)。” 同時(shi)(shi)，美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“產(chan)品領(ling)先(xian)(xian)、效(xiao)率驅動、全(quan)球(qiu)經(jing)營”這(zhe)十(shi)二個(ge)字(zi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)營理念也在(zai)(zai)深刻(ke)影響著小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)，也讓后(hou)者借助美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)力量從無錫走(zou)向(xiang)更(geng)大的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)場(chang)(chang)。美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)先(xian)(xian)后(hou)在(zai)(zai)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)內(nei)部(bu)推行(xing)(xing)經(jing)營機(ji)(ji)(ji)制(zhi)變(bian)革、產(chan)品公(gong)司化(hua)(hua)運營、改善產(chan)品結構(gou)、重點提升滾筒洗(xi)衣(yi)機(ji)(ji)(ji)業(ye)(ye)(ye)(ye)務，增(zeng)加(jia)全(quan)自動生(sheng)產(chan)線(xian)，擴大產(chan)能(neng)。 經(jing)歷(li)了(le)(le)(le)收(shou)(shou)(shou)購(gou)(gou)(gou)(gou)前后(hou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)高(gao)(gao)層人員這(zhe)樣評(ping)價(jia)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“到(dao)來”，“加(jia)入(ru)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)后(hou)，小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)更(geng)專業(ye)(ye)(ye)(ye)化(hua)(hua)了(le)(le)(le)”，剝(bo)離了(le)(le)(le)冰(bing)(bing)(bing)箱、陶瓷(ci)等非小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)擅長(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)業(ye)(ye)(ye)(ye)務，專注(zhu)于洗(xi)衣(yi)機(ji)(ji)(ji)產(chan)品，讓其有(you)機(ji)(ji)(ji)會(hui)做(zuo)強核(he)(he)心(xin)主(zhu)業(ye)(ye)(ye)(ye)。 去(qu)年(nian)(nian)(nian)(nian)(nian)(nian)年(nian)(nian)(nian)(nian)(nian)(nian)初，在(zai)(zai)中國家(jia)電(dian)(dian)博覽會(hui)上(shang)(shang)，小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)首(shou)次對(dui)外發布“小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)+”戰略，確定(ding)(ding)高(gao)(gao)端化(hua)(hua)、年(nian)(nian)(nian)(nian)(nian)(nian)輕化(hua)(hua)、娛樂化(hua)(hua)、品質化(hua)(hua)、電(dian)(dian)商化(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)方向(xiang)。隨(sui)后(hou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)年(nian)(nian)(nian)(nian)(nian)(nian)時(shi)(shi)間，小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)在(zai)(zai)高(gao)(gao)端洗(xi)衣(yi)機(ji)(ji)(ji)領(ling)域發起多輪(lun)進攻，布局(ju)大容量滾筒、變(bian)頻產(chan)品，細(xi)分(fen)健康洗(xi)、分(fen)類洗(xi)、洗(xi)干一(yi)(yi)體等功能(neng)機(ji)(ji)(ji)型(xing)，2016年(nian)(nian)(nian)(nian)(nian)(nian)連發8款(kuan)(kuan)智(zhi)能(neng)系(xi)列新(xin)品。 可復制(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“T+3”模式(shi) 如果說(shuo)，美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)收(shou)(shou)(shou)購(gou)(gou)(gou)(gou)讓小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)有(you)了(le)(le)(le)重新(xin)起飛的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)機(ji)(ji)(ji)會(hui)，那(nei)么(me)，一(yi)(yi)個(ge)看似略帶神(shen)秘的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“T+3”訂單制(zhi)則成(cheng)了(le)(le)(le)由小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)發起，并(bing)反(fan)哺(bu)整個(ge)美(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)集(ji)團(tuan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)核(he)(he)心(xin)打法。 近年(nian)(nian)(nian)(nian)(nian)(nian)來，隨(sui)著家(jia)電(dian)(dian)在(zai)(zai)線(xian)上(shang)(shang)高(gao)(gao)速發展，玩法逐漸趨(qu)同，但(dan)最核(he)(he)心(xin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)還是得聚焦于更(geng)高(gao)(gao)效(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)銷模式(shi)。 小(xiao)(xiao)(xiao)(xiao)(xiao)天(tian)(tian)(tian)(tian)(tian)(tian)鵝(e)(e)(e)(e)2016年(nian)(nian)(nian)(nian)(nian)(nian)三(san)季度報也明(ming)確指(zhi)出(chu)，未來將(jiang)繼續以“T+3 訂單制(zhi)”為(wei)(wei)(wei)(wei)牽(qian)引，持續推動內(nei)部(bu)改革與效(xiao)率提升，堅定(ding)(ding)推進全(quan)價(jia)值(zhi)鏈(lian)供應(ying)管(guan)理。