A Case Study Of Midea Group's Asset-light Operation

Since the reform and opening-up policy,the household appliance manufacturing industry has experienced a long period of rapid development,at the same time,a lot of shortcomings have gradually emerged.During this period,the household appliance enterprises increase their production mainly through heavy assets investment to achieve economies of scale;In terms of sales,the companies mainly sell at a reduced price,and even obtains competitive advantages by means of "price war".In a specific period,this development model has indeed brought the huge profits to the household appliance enterprises;On the other hand,it also brings huge hidden trouble to the sustainable development of enterprises,such as overcapacity caused by excessive investment,serious product homogeneity,low technical level and a tight money chain.Asset-light operation aims to leverage more external resources with less investment.It not only pays attention to the financial statement itself,but also pays more attention to a series of resources such as the enterprise's brand,research and development,channels and management,so as to bring greater value improvement with less investment.Gree,Haier and Midea,the leading enterprises in China's household appliance industry,have tried to operate light assets.This thesis is divided into the following seven parts:The first part is the introduction,mainly introduces the background,research significance and research methods of light asset operation.The second part is related principles,introduces related concepts and theoretical basis.The third part is case introduction,mainly introduces the general situation of Midea group,the motivation of asset-light operation and important measures.The fourth part is the effect analysis,from two dimensions of financial performance and non-financial performance to analyze the implementation effect of light asset operation.The fifth part summarizes the experience of the case and the existing problems at the present stage.The sixth part is the countermeasures and suggestions for related problems.The seventh part is the conclusion,which summarizes the viewpoint of the whole thesis,and puts forward the limitation and future prospect of this thesis.This thesis mainly through the case analysis,compared the effect before and after the implementation of asset-light operation.At the same time,comparative analysis and trend analysis are also used for horizontal and vertical comparison,to explore the positive impact of asset-light operation mode on the group,and to try to find out the problems in the implementation of asset-light.