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老万和三个媳妇的爱情故事,她们的爱恨情仇,如何影响了整个朝代的命运!

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节点财经

上世纪90年代,康佳与长虹、TCL并称为“国产彩电三巨头”,然而时过境迁,康佳如今却陷入亏损的泥潭。

根据深康佳A披露的最新财报,2024年康佳营收仅为111.15亿元,同比下滑37.73%,毛利润为4.8亿,创下了1994年以来的新低。归母净亏损达到32.96亿元,同比扩大52.31%,扣非净亏损为32.06亿元,亏损情况依旧严峻。

以更长的视角来看,康佳的衰败轨迹清晰可见。

康佳营收自2019年突破550亿元后,短短5年时间便缩水超过400亿元,扣非净利润更是连续14年为负,累计亏损超190亿元,归母净利润连续三年为负,资产负债率更是在2024年创历史新高,达到了92.65%。

4月,康佳发布公告称,其控股股东华侨城集团计划将其交由另一家央企接手,推进专业化整合。

从昔日的彩电一哥再到今日易主,康佳为何落得这般境地?

01# 战略失误,丧失彩电龙头位置

创立于上世纪80年代的康佳,曾坐拥多个“第一”的光环。

它是改革开放后中国首家中外合资电子企业。1992年,深康佳又以彩电第一股的称号登陆深交所,1999年,康佳还研制出中国第一台高清晰数字电视。2003年至2007年,康佳连续五年夺得中国彩电市场销量冠军,曾牢牢占据了中国彩电行业龙头的位置。

不过,二十年之后,康佳明显掉队了。

2024年中国电视市场,海信、小米、TCL、创维作为四大主力出货品牌,康佳只能退居第二梯队。在我们看来,今日康佳的衰落,是企业内斗+盲目跨界所造成的典型悲剧。

2007年,康佳没禁住房地产行业诱惑,斥资17亿元建设江苏昆山旅游度假区,高调进军房地产行业。

这一年,恰逢显示技术从传统CRT转向液晶,国内各彩电巨头相继建厂投产,而康佳却因地产业务占用大量资金,直到2008年末,才在昆山建厂。

慢人一步的后果,直接体现在了销量上。从2009年开始,康佳彩电业绩逐渐落后于竞争对手TCL、创维和海信。

一步错步步错。

随着互联网行业迅猛发展,2012年前后,电视行业掀起智能化浪潮。乐视、小米等互联网品牌涌入彩电市场,通过低价销售的方式,蚕食市场份额。彩电巨头面对全新的行业趋势,不光积极推进智能化转型,还调整业务布局。比如,海信选择出海,创维进军智能家居,TCL加码技术,通过垂直整合产业链提升企业硬实力。

而康佳却与“电视”行业渐行渐远。

2017年,康佳新任总裁周彬带领公司探寻多元化发展之路,希望增加“投控+金融”元素,同时还提出“科技+产业+城镇化”概念。当年财报显示,电子业务营收占比从2016年的84.57%骤降至51.71%,而供应链管理业务仅用一年时间就取代彩电成为公司第一大收入来源。此后数年,康佳更是一路狂奔,相继布局环保、半导体、金融投资等新兴领域。

至今,康佳在电视领域的位置彻底边缘化。

根据《中国电视市场品牌出货月度追踪》数据,2025年Q1,TCL、海信、创维、小米合计出货量超700万台,合并市场份额超80%。康佳销量不足50万,萎缩较为明显,同比下滑幅度在20%以上。

在走了多年弯路后,康佳似乎终于意识到了自身战略的失误,2023年,康佳宣布主动优化业务,重新聚焦消费电子与半导体。

从康佳2024年营收结构来看,消费电子营收101.37亿占比91.2%,半导体及存储芯片行业营收只有1.70亿元,仅占比1.53%。 

半导体行业具备投资回报周期长的特点,有很大的不确定性,但显然康佳并不想放弃这块业务,2024年12月30日,深康佳A宣布计划收购宏晶微电子78%的股权。

宏晶微电子成立于2009年,是一家专注于多媒体芯片设计的半导体公司,主营业务为音视频图像信号处理芯片设计。值得关注的是,该公司曾于2015年在新三板挂牌,后于2019年终止挂牌。2024年8月,宏晶微电子完成了新的IPO辅导备案,拟于科创板上市,但此后IPO进程未有新进展。

康佳收购的原因,或许是因为音视频芯片与彩电业务存在延续性,有利于其发挥已有的技术积累和市场经验。此外,半导体产业作为国家战略性新兴产业,受到政策支持,发展前景广阔。不过,考虑到半导体行业不确定性较大、电视行业已经饱和,能否给康佳带来新增长,有待时间验证。

02# 或将易主,康佳迎来好消息

除了战略决策上的失误,企业内部的纷争也加速了康佳的衰落进程。

华侨城集团是深康佳A的控股股东,合计持有后者29.92%的股权,两者之间的利益纷争却不少。 

导火索是土地之争。

2011年,康佳总部厂区被列为城市更新单元规划范围,这是深圳开发价值最高的地段之一。康佳申请作为项目唯一开发主体,但却遭到了华侨城的反对,此后双方陷入长达3年时间的仲裁与反仲裁争论中。2014年,双方对簿公堂,仲裁院驳回深康佳请求,土地被裁定与华侨城分享。

早就对土地利益分配不满的康佳中小股东在2015年康佳股东大会上,上演了一场夺权大戏,在董事会中占据了四个席位,超过了华侨城的两席,有人将这次深康佳的股权之争戏称为“庶民的胜利”。

勃然大怒的华侨城经过运作,其提名的刘凤喜担任董事局主席,而中小股东推荐的刘丹成为了新任总裁。

康佳与华侨城的内斗愈发激烈。刘丹在任的三个月期间,先后实施了100多项人事调整,导致康佳经营变得惨淡无光,当年,净亏损高达12.57亿元,同比暴跌近25倍。

直到2017年3月,康佳首次对外公开选聘高管,周彬从数十名竞争者中脱颖而出,成为了集团的新任总裁。康佳与华侨城的股权之争才告一段落。

当然,有媒体推测,康佳与华侨城关系的“缓和”或许只是表面现象。最明显的迹象是2024年8月,华侨城“老人”聂勇作为财务总监空降深康佳,被视作代表大股东利益。这或许是华侨城试图通过对深康佳的财权把控,来维护自身利益。

不过,连续多年亏损的华侨城似乎对掌控康佳没了心力,有了放权的计划。根据华侨城财报,2024年营业收入544.07亿元,同比减少2.40%,归母净亏损86.62亿元,同比扩大33.42%。这是华侨城连续第三年亏损,三年合计亏损达到260亿元。

近期市场传闻称,央企华润集团、中国电子信息产业集团可能接手这家陷入困境的老牌家电企业。但目前来看,深康佳A方面尚未就股权变动发布任何官方消息。

可以说,无论最终接盘者是谁,这家老牌企业想要翻盘都需要破釜沉舟。

老万和三个媳妇的爱情故事,她们的爱恨情仇,如何影响了整个朝代的命运!的相关文章 4月份的暴雪停水停电,老登的火炕上却异常热闹的相关文章
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