文｜科技新知 思原

编辑丨蕨影

yugelidianqiyiyang，haixinjiadianyejinrule“nvzidangjia”deshidai。

qianbujiu，haixinjiadianfabuledongshizhangbiangengdegonggao。gonggaoxianshi，yuandongshizhangdaihuizhongyindadaotuizhinianlingbingjiehegerenyiyuan，jiriqibuzaidanrengongsidongshizhangdengzhiwu。yuanhaixinjiadiancaiwufuzeren、zonghuijishigaoyulingjiangchengweigongsixindongshizhang。

juxi，daihuizhongjinnian58sui，jirenzhegaoyulingwei42sui，shiyiwei“80hou”。ergaoyulingciqiandanrenhaixinjiadiancaiwufuzerenzhiwei，youlingyiwei“80hou”、xiannian41suidesunzhangchundanren。

cicirenshidiaozheng，yifangmianbiaozhizhezheiwei80hounvjiangzhengshizhangduozheijiahaixinqixiazuidadeshangshigongsi，lingyifangmianyezhangxianlehaixinjiadianduinianqinglingdaoliliangdexinrenyuqidai。

buguoduiyuzheiweixin“zhangmen”，touzizhedetaiduyeshilianggejiduan，yibufenrenwei“gaoyulingshuyucaiwuhuijichushen，bingfeishanzhangyewuguanli，shangshigongsizhongyexianyoucfodangjiachenggongdeanli”；dangranyeyoutouzizherenwei，“yigeshanzhangjianbingzhongzudedongshizhang，feichangfuhedangxiadahuanjing，haixinjiadianyidingnengyuelaiyuehao。”

01、年轻高管走马上任

haixinjiadianzheicigaoguangengdie，mingmianshangsuiranheqingheli，danxikanyeyouxienairenxunwei。

shouxianshangrendongshizhangdaihuizhongzaizhishi，haixinjiadiandeyejirengzaibuduanzengzhang。

2021nian，haixinjiadiandeyingyeshouruwei675.63yiyuan，2023nianzengzhi856yiyuan，tongbi2022nianzengzhang15.5%。2021nian，qiguimujinglirunwei9.73yiyuan，tongbixiahua38.4%；2022nian，zengzhi14.35yiyuan，tongbizengzhang47.54%；2023nianzaiduzengzhi28.37yiyuan，tongbizengzhang97.73%。

zuixinde2024niansanjibaoxianshi，qiansanjidu，haixinjiadianyingshou705.79yiyuan，tongbizengzhang8.75%；guimujinglirunwei27.93yiyuan，tongbizengzhang15.13%。buguo，disanjiduyingshouwei219.37yiyuan，tongbixiahua0.08%；guimujinglirunjinwei7.77yiyuan，tongbixiahua16.29%。

zimeitizuozheliangzhenpengbiaoshi，daihuizhongxuanzezaizheigeshijianjiedianlizhi，huoxuyuhaixinjiadiandisanjiduyejixiahuayouguan。“haier、meide、gelidisanjiduyejihaizaizengzhang，erjiduyejixiahuaduiyuhaixinjiadianzheijinianlaishuoshibijiaoshaojiandeshiqing。”

zongxiangduibixia，haixindeyejikeyishuoshichixuxianghao，danruguoyutongxingjinxinghengxiangduibi，2021-2023nianhaixinjiadiandeshijizengzhangyebingbusuanchuse。lirumeidehehaierliangjia，2023nianzaihaixinjiadian3-4beidegaojishushang，yenadaole8%zuoyoudeyingshouzengzhang。

zhidezhuyideshi，ciqianhaixinxigaoguandetuixiunianlingpingjunyezai65sui，57suidedaihuizhongxianranhaisuannianqing。suoyizaizheiyangdebeijinghejiedianxiajinxinghuanjie，duoshaohuirerenchuaice。

buguo，zimeitizuozhedingshaojiangfenxi，gaoguanhuanjie、jiaotizaijiadianxingyehenchangjian，tongguoguanlicengliudong，nengtishengqiyehuoli。

“xinlaojiaotishizhenggejiadianxingyezhengchangxianxiang，jinnianlaihenduojiadiangongsidouzailuxutuidongguanlicengxinlaojiaoti，nengrangqiyegengyouhuoli，rangqiyexingchengticirencaiduiwu，baozhengqiyewenjianfazhan。yenengrangnianqingguanlicenggenghaoyingduixinchanyehuanjing、xiaofeihuanjing、jingzhenghuanjing，tuidongqiyeduoyuanhua、guojihuafazhan。”dingshaojiangcheng。

“daizongshizhengchangtuijuerxian”，yiweihaixinjiadianneiburenshicheng。daihuizhongyezhiyan，xinlaojiaotishiziranguilv，nianqingrengengyouhuolihechongjing，cicidiaozhengyouliyugongsidezhangyuanfazhan。

congzhenggehaixinxijinxieniandediaozhenglaikan，yeqiafenghaixinxishangshigongsijijituijinguanlicengdexinlaojiebangongzuo。cong2022nianhaixinjituanlinghunrenwuzhouhoujiantuixiukaishi，liangnianshijianli，yougengduo30suizhi50suidenianqinggaoguanzhengzoushangwutai。ergaoyulingsuanshihaixinyishoupeiyangqilaidenvxingzhiyejingliren，shangweiziranyezaiqinglizhizhong。

zhishimuqianhaixinjiadianzhengtishili，hebaidiansanjutourengyoubuxiaodechaju，shangweijishendiyizhenying，chanpinlihepinpailidouyoudaijinyibutisheng，gaoyulinghuinachuzenyangdepojuzhifashiwaijiesuoguanxinde。

02、并购成就海信扩张

gaoyulingdegaoguangzhiyibianshiqidangnianzuoweihaixinjituanshougougorenjedecaiwuzufuzeren，congguanlicengzuotan、xiangmujindiaodaobaojia，dailingtuanduiqiantouzhidingzhenghefanganbingshishi。

yishoulituihaixinconghaier、meilingdengjingdidejingzhengzhongtuoyingerchu，yiyue2.9yiouyuandejiagehuodegorenje 95.42%degufen，weihaixinzaiouzhoudebaidianyewufazhandiandingjichu。

lingwai，gaoyulingjijituijinjituanhaiwaigongxiangjianshe，shixianbeimeijimoxigegrsxitongshangxianhexiangmuyanshou。zaituidongjituancaiwuzhuanxingyugongxiangyouhuadengfangmian，tongyangbuyiyuli。

yulaodongshizhangchengshuwenzhongdexingshifenggejieranbutong，gaoyulingzaishoubinggoulingyudefengfujingyanhechusebiaoxian，weihaixinjiadiannaizhizhenggehaixinjituandeguojihuazhanlvediandinglejianshijichu。tabujinjingtongcaiwuguanli，gengjubeicongcaiwujiaodushenshiqiyezhanlve、pinggubinggouxiangmujiazhideduteshijiao，zheishidetazaihaixindebinggoudachaozhongtuoyingerchu，chengweibeishouzhumudebinggounvjiang。

shishishang，zaozaixinancaijingdaxueqiuxuejieduan，gaoyulingjiuduikuajingbinggouyouzhejidadehaoqihereqing。qizhongyouyigexijie，tadeshuoshibiyelunwen《lianxiangjituankuaguobinggoujizhengheyanjiu》，bianshiweiraozhelianxiangbinggouibmgerendiannaoyewujinxingyanjiu。

ciqiangaoyulingzaimuxiaojiaoliushiyiranbulibinggouhuati，“shangxueshixueguodebinggouheshijianzhongyouhendadechabie，danbingbushimeiyouyonghuozhexuecuole，xuexideshijichu，shijianzhongyudaodenantihezhuangkuanggengjiafuza。”

gaoyulingzaishoubinggoushangyongyouguorennengli，zheisihushifenfuhehaixinjituandefazhanzhanlveyijidangxiazhenggexingyedefazhanqushi。

zhongsuozhouzhi，haixindebinggouchengmingzhizuo，bianshishougoukelong（rujindehaixinjiadian）。dangshidekelongshizaigangshenliangdishangshidemingxingqiye，yingshouliangyandanjingyingbushanzhaiwuyalijida，zheiyejilehaixinjihui。zaiyinianduodezhengduohou，haixinyi6.8yiyuandejiagenaxiakelongherongsheng，diandingleqizaibaidianlingyudejichu。

suihoudehaixinjixuyanxushoubinggoucelve，jielianshougouledongzhidianshi、gorenje、ribensandian、qianzhaoguangdian、kelindianqidengguoneiwaiqiye。chuleheidianyewu，zhenggehaixinxiyewujihudoushishoubinggouerlai。

qishibuzhihaixin，shoubinggouyeshizhenggejiadianxingyezhuangdadezhuliucelve。

yinweijiadianshichangyijingjinrubaohezhuangtai，danyichanpindeshichangxuqiuyouxianzaijuniyuyigechanpin，huozheshiyigexifenxingye，shihennanjixukuodaguimode。zaixuyaochixufazhandedonglihuoyalixia，duoyuanhuajiuchengleweiyidejiejuezhidao。erxiangduiyujieguobudeerzhidezizhukuajie，shougouxianranshiyigekuaisuzengzhang、jiakuai“zengji”decelve。

zaijiashangjinnianyilai，binggouzhengceyicipukai。“xinguojiutiao”mingquegulishangshigongsibinggouzhongzu；“chuangtou17tiao”tichutuokuanbinggouzhongzutuichuqudao，zhichifazhanbinggoujijinyijiwanshanbinggoudaikuanzhengce；zhengjianhui“binggouliutiao”defabu，dakaileagukuajiebinggoudedamen。zhongzhonglihaoxia，binggounvjianggaoyulingchurenhaixinjiadiandongshizhang，weihaixinweilaidebinggouzhiluzengtianlejifenxiangxiang。

buguo，shoubinggoushizuoqiangzuodadezhanlve，yekenengshiduibunengchixufazhandeyizhongjiaolv。guanjianzaiyunengfoutongguozheixiefangshizhengheziyuan，tishengchanpinjingzhenglihepinpaiyingxiangli。yidanshijiaolvhoudeshougoujianbing，wangwanghuiluorudaerbuqiangdexianjing。lingwai，shichanghaiyouduoshaoyouxiugongsikeyiwajue，yeshihaixinyaokaolvdewenti。

03、步入变革关键期

dangran，congyejishangheshichanglaikan，haixinjiadianqueshidaolebixugaibiandejieduan。

zhengrushangwensuoshuo，haixinjiadiansanjidudechengya，jilianxuzengzhangjiluhuashanglejuhao。qizhong，gongsikangdaqidenuantongkongdiaochanpinzengzhangshitoujianxianpitai，rujinyijinrugeweishuqujian。

caibaoxianshi，2021nianshangbanniandao2024nianshangbannian，haixinjiadiandegaichanpindeshourufenbiewei161.3yiyuan、189.47yiyuan、211.6yiyuan、227.67yiyuan，tongbibiandongfudu43.92%、17.47%、11.68%、7.59%，nuankongkongdiaodezengsuzhengshiburugeweishushidai。

dangkongdiaoshichangzouxiangbaohe，lingshoukaiqixiaxingtongdao，duiyuzhuyaoyikaokongdiaochanpinchuangshoudehaixinjiadianlaishuo，yirangaobielekuaisuzengzhangqi。

zaikangongsidierdashourulaiyuandebingxichanpin。suiranzaijinnianshangbanniangaichanpinshouruyousuozengzhang，danqimaolilvquechuxianlexiahua，jinertuoleilegongsidezhengtimaolilvbiaoxian。

jinnianshangbannian，bingxichanpindemaolilvwei17.38%，tongbixiahuale0.71gebaifendian。shougaichanpindetuolei，2024nianshangbannian，haixinjiadiandexiaoshoumaolilvtongbixiahuale0.25gebaifendian，wei21.28%。lazhangshijianxianlaikan，gongsibingxichanpindemaolilvyou2020niantongqide22.02%xiajiangzhijinnianshangbanniande17.38%，zhengtichengxiahuaqushi。

shishishang，haixinjiadiandemaolilvshuipingyizhiweichizai21%-22%deshuiping，xiangbiqitabaisejiadianqiyerugeli（30%）、meide（26%）jiaodi，jinglirunlvshuipingjiaodi。yefanyinglehaixinjiadianzaishichangzhongjingzhenglijiaoruo。

zhideyitideshi，gaoyulingzaishangrencfoshirengouderibensandiankongguzhushihuishe，weisandiankonggudekonggugudong。jieci，haixinjiadianjinruxinnengyuanqichereguanlisaidao，tuozhanlechanyebuju，shixianlecongjiadianlingyuxiangqichelingbujianlingyudeyanshen，gaiyewubeigongsishiweidierzengzhangquxian。

danxianshiqingkuangshi，qichereguanliyewumuqianhainanyichengweihaixinjiadianyejizengzhangdezhuyaoqudongli。2023nian，qichekongdiaoyasuojijizonghereguanlibankuaishixianshouru90.5yiyuan，yingshouzhanbijinwei10.57%。

jiehemeidehegelilaikanyenengyinzhengjiadianqiyezaiqichelingbujianbujushangdekunjing。gelisuiranweigongbugaiyewuyingyeshuju，danchuquzhanju8chengzuoyouyingshoudekongdiaoyewu，yiji1chengqitayewu，qichelingbujianyewuyejiuzai1chengzuoyouzhanbi，dagaibudaobaiyiyuan。ermeidejituanjinnianshangbannian，baohanqichebujianzaineidexinnengyuanjigongyejishuyewushixianyingshouwei171yiyuan，zhanqizongyingshoudebizhongjinwei7.83%。

gengzhideguanzhudeshi，haixinjiadiandehaiwaishichangbujusuirandailailexianzhudeyingshouzengzhang，danyeyinzangzhejudadefengxian。yifangmian，haiwaishichangduigaoduanchanpindexuqiuyouxian，qiejingzhengriyijilie；lingyifangmian，haiwaishichangtuozhansuirandailailexiaoliangzengzhang，danlirunkongjianyouxian，maolilvyuandiyuguoneishichangjitongxing。

jinguangongsiwaixiaomaolilvjinnianlaizaizhunianzengzhang，you2021niantongqide6.86%tishengzhijinnianshangbanniande11.13%，danyuandiyujingneishichangmaolilvde31.92%。duibitongxinglaikan，gongsihaiwaishichangmaolilvyidiyugelidianqide18.23%、meidejituande28.4%。

chulechuantongjiadiantongxingwai，yixiaomiweidaibiaodehulianwangchangshangyeshihaixinbudebumianduide。qianbujiuxiaomidefabuhuishang，16kuanxinpin，7kuandoushidajiadianxiangguanchanpin。xiaomijituanzongcailuweibingcheng，“dajiadian，yijingshixiaomidezhanlvejidapinlei”。

congcaibaoyenengkanchu，dajiadianyijingchenglexiaomidapanzhongbijiaoliangyandeyitiaoyewuxian。jinnianshangbannian，xiaomicaibaoxianshi，kongdiao、bingxiang、xiyijidechuhuoliangtongbizengzhangfenbiewei40%、25%、30%。qizhongkongdiaoyijingchengweixiaomizuobaidiandeqiangshichanpin。

genjuaoweiyunwangshuju，jiezhi2024niandi43zhou，xiaomikongdiaozaizhongguoxianshangshichangyijingweijuxingyedisan。leijunyezai7yueyicizhibozhongtidao，zhengtikongdiaoyewu，yijingzuodaolequanguodisi。

zaixiyiji、bingxiangshichang，xiaomideshichangfenehaixiangduijiaodi，danyeyijing“bangshangyouming”。qizhong，2023niandexianshangbingxiangshichang，mijiayi4.17%deshizhanlvpaimingdiwu；2024nianshangbanniandexianshangxiyijishichang，xiaomiyi3.71%deshizhanlvpaimingdiqi。

duiyuzheixiekuajiechangshanglaishuo，jiadianyijingchengle“wanwuhulian”dezhuyaoluodifangxiang。zheishibihuiduichuantongjiadianqiyezaochengyidingchongji。zhiyuhaixinjiadian，muqianrengchuzaibaidiandierzhenying，qiewulunshipinpai、qudaohaishijishufangmian，douhaiyuchuantongsanjutouyousuochaju，suoyiruhezaixiangshangchongjidetongshi，diyukuajiewanjia，yechenglexinzhangmenjianshangdezhongren。