Energy-saving subsidies expired small appliances or welcome opportunities

The one-year energy-saving home appliance subsidy policy is about to expire, and major home appliance stores will also carry out concessions in the end. In May, home appliance sales may have an explosive growth. Under the background of weak economic and economic recovery at home and abroad, whether it is home appliance manufacturers or stores, the cognition of the home appliance market is gradually returning to rationality. In the future, while upgrading the technical strength to develop new products, the market for small household appliances may be promising.

May sales of home appliances may achieve substantial growth

Although the "May 1" traditional holiday just passed, but due to the expiration of energy-saving subsidies at the end of the month, home appliance stores did not enter the relative off-season as in previous years. Suning and Gome's two major shopping malls have created an atmosphere to catch the last train of the policy, maximizing the use of policies to spur the performance of the first half of the month. In May, sales of home appliances may achieve substantial growth.

According to media reports, the recent purchase of energy-saving home appliances not only has the corresponding subsidy for the national energy-saving subsidies policy, but Suning and Gome have also launched joint subsidies for manufacturers. For example, on the occasion of the 11th anniversary of the 11th anniversary of Suning in North China on May 24th, Suning will unite with 50 major brand manufacturers to set off a new round of storms in the three provinces and five cities. Energy subsidies will be upgraded again; Gome will join forces with Sony. Sharp, Sanyo and other well-known color TV brands at home and abroad started energy-saving subsidies countdown activities from May 10 to May 31, and boosted sales through manufacturers' subsidies, energy-saving subsidies and Gome's subsidies.

With the imminent arrival of May 31, the subsidy policy for energy-saving and philanthropy has also entered the final countdown, further stimulating the sales of energy-saving products. It is reported that last weekend, Shanghai Suning stores, air-conditioners, color TVs, refrigerators, and washing machines, which enjoyed energy-saving subsidies, were exceptionally hot, with a year-on-year increase of more than 200%.

During the 51st of this year, sales of household appliances throughout the country are also very eye-catching. Take color TV as an example. According to AVC data, the sales volume of TV terminals for the May 1st 2013 (April 15th to May 5th, 2013) is The 4.27 million units were significantly higher than the sales volume of the May 1st promotion period (April 16th to May 6th, 2012), an increase of 7.7%. The entire domestic color TV market continues its rapid recovery this year. According to statistics, the overall color TV industry in the first four months of this year has seen double-digit growth.

In June 2012, the State Council decided to arrange financial subsidies of RMB 26.5 billion to promote energy-saving air conditioners, flat-panel TVs, refrigerators, washing machines, and water heaters. The energy efficiency subsidies range from RMB 100/tablet to RMB 400/station, and the implementation period is tentatively set to be one year. . The expiration of the subsidy policy also means that when consumers purchase these energy-efficient energy-saving products, they need to pay hundreds more. As a result, many consumers have gone to the mall to buy home appliances for the last train ride.

In addition, the volume of second-hand housing transactions in major cities nationwide soared before the local version of the “State Five” was introduced. Although the property market's conduction effect for the home appliance industry is lagging behind by several months, many consumers still rush to purchase energy-saving home appliances before the end of the subsidy, which also objectively drives the wave of home appliance renewal. Considering that the energy-saving and subsidy policy is about to expire, as the main beneficiaries of the energy-saving subsidy policy, White Power will have more room for growth due to its stimulus demand, and the overall warming momentum will be stronger.

There is no news on the new subsidy policy

Is the energy-saving product Huimin Project, which is due to expire at the end of this month, continue? Recently, the Ministry of Commerce has given its first official response to this. Shen Danyang, spokesman of the Ministry of Commerce, said that the Ministry of Commerce has been studying with the Ministry of Finance, the industrial sector, and related departments on the issue of the expiration of the home appliance subsidy policy. However, there are no new plans yet.

Before this, regarding whether or not the policy was to be continued, there was a big disagreement in the industry. The supporters thought that a buffer period should be given. Those who opposed were considered to be handed back to the market as soon as possible.

The domestic home appliance chain fashion electronics bluntly stated that it was informed by some well-informed manufacturers that the country had no plans to extend energy subsidies, and no other subsidies were introduced. Therefore, the home appliance market will soon enter the "unsubsidized era."

Regardless of the continuation of the policy, since the state released the “Implementing Regulations for Encouraging the Promotion of Energy-saving Products for People's Livelihoods” in 2012, energy-saving projects have brought many benefits to consumers, manufacturers and retailers. The recent news that the policy is coming to an end also set off a sales promotion campaign for energy-saving products, and the market heat has increased significantly.

Since June 1, 2012, after the State Council officially launched the Huimin subsidy policy, any purchase of color TV will receive a subsidy of 100 to 400 yuan, air-conditioning subsidies of 180 to 400 yuan, refrigerator subsidies of 70 to 400 yuan, and water heater subsidies of 100 to 600 yuan. This has greatly promoted the optimization and upgrading of the home appliance industry structure, and has also brought about a rapid increase in the sales volume of household appliance enterprises. According to the research data of China Yikang, the 2012 energy-saving project for the benefit of the people led to the promotion of 32.7 million sets of highly efficient and energy-saving appliances, stimulating consumer demand of 115.4 billion yuan.

From Suning's understanding, energy-saving subsidies have been selling continuously, and the sales of energy-saving products such as air-conditioners, color TV sets, ice-washing appliances and other traditional appliances have increased significantly. The sales of air-conditioning products have been particularly eye-catching, with a year-on-year increase of more than 100%.

Appliance industry or return to rational

Under the pressure of the deterioration of the global economic environment, the form of the home appliance industry in China is also very serious. The home appliance market has already bid farewell to the golden years of high growth. How to adapt to the era of no growth or low growth? Product upgrading and enterprise transformation are all compulsory courses.

Many companies adopt different strategies. Some choose to go abroad to open up the international market, and some use the policy of stimulating domestic demand, focus on expanding the domestic market, and tapping rural consumer demand. Whether it is “going abroad” or “going to the countryside,” Chinese home appliance manufacturers are actively transforming themselves.

In the 4 trillion investment and home appliances to the countryside, the home appliance market continued to boom. In 2009 and 2010, the air-conditioning market maintained a 20% growth for two consecutive years. Since 2011, the property market has gradually tightened its control policies. Due to the drag on the real estate industry and the impact of previous overdraft consumption, air-conditioning inventory has remained high. In 2011, there were 16 million units. In 2012, manufacturers increased their efforts to destock, but the market demand was not strong and inventory pressure remained unchanged. Worryingly, there will still be pressure on inventory in 2013. Some analysts predict that this year, the air-conditioning industry could reach 18 million units and record highs.

Actually more than just air conditioning. Other home appliance products also face the following problems: market shrinkage, overcapacity, and inventory pressure. In 2012, it was the most difficult year for many home appliance companies.

Taking the refrigerator as an example, after entering 2013, the tightening of the refrigerator market has eased. According to the home appliance market monitoring system of key cities of the State Information Center, the sales of refrigerators in key cities in the first quarter of 2013 was approximately 3.42 million units, an increase of 19.41% year-on-year, and the year-on-year increase in sales was 21.92%. However, from the perspective of the whole year, it is still unclear whether the growth situation will remain unclear, and the market still has relatively large uncertainties. For example, the energy-saving subsidies policy will be withdrawn at the end of May.

As China's middle class grows, people need higher quality and better products. After destocking in 2012, domestic well-known home appliance manufacturers concentrated their resources on core industries and high value-added products. It can be seen that returning products, returning quality, and bid farewell to price wars have gradually become the consensus of the home appliance industry. Adjusting the structure and increasing the intensity of technological innovation have become the consensus of domestic home appliance manufacturers. The home appliance market will gradually return to rationality.

Small appliances or promising

There is no policy to escort small home appliances, releasing a stronger market vitality and sales growth than home appliances. In the coming years, it will be the golden segment of the development of small household appliances market, and the market prospects are broad and optimistic. According to market research, during the “May 1 Golden Week” this year, the small home appliances market ushered in a new round of sales blowouts.

From the small domestic appliance giant Midea Group, it was learned that kitchen appliances represented by microwave ovens and range hoods and household appliances represented by rice cookers, electric pressure cookers, water purifiers, and electric kettles all achieved 10% to 90% year-on-year. Unequal growth, firmly locked in the continued lead of the small household appliances industry.

According to the monitoring data of China Yikang Market, the small household appliance market in China has reached 167.3 billion yuan in 2012, especially in the mid- to high-end new products market. It is expected that the market size in 2013 will also increase by about 8%.

At present, China's small home appliance market is relatively low, with less than 4 households per household. This compares with an average of 10 possessions per household in Europe and the United States, showing a strong market space and growth. In the next few years of development, the small household appliance market in China will continue to grow in volume, and the growth rate will continue to outperform the large home appliances that are traditionally represented by television, and the market scale will be further enlarged.

According to the survey, at present, there are about 5,000 small home appliance manufacturing enterprises in the country, which basically belong to small investment and small-scale production. The small household appliances industry is in a state of low concentration and many brands and miscellaneous, so the product quality is uneven. In addition to small household appliance manufacturers, Midea, Philips, Galanz, etc., some manufacturers that focus on traditional home appliances, such as Haier, Hisense, TCL, Gree, Changhong, and Zhi Gao, have also joined the ranks of small household appliance market competition. In the future, the small home appliance industry will gradually upgrade, the competitive landscape will stabilize, and product structure upgrades and technological innovation will receive more and more attention.

In fact, compared with large appliances, consumers will pay more attention to the experience of using small household appliances. This means that small household appliances enterprises will get a very high return on consumers by investing one point in product building. This is precisely the gene that has supported the independence of the small household appliance market in recent years.

As the main battlefield for stimulating domestic demand, the rural market has huge potential for consumption. At present, there are more than 800 million people and 210 million families in China's rural areas, accounting for 67.6% of the total households in China. It is China's largest consumer group.

In recent years, with the increasingly fierce competition in the primary and secondary markets, many companies are unable to resist high operating costs and profit reductions, and have moved to the tertiary market. Although small household appliances are not within the “home appliances to the countryside” subsidy policy, small home appliances have already entered thousands of households and become the earliest home appliances in the countryside. In the future, kitchen and household appliances, such as rice cookers, induction cookers, and electric kettles, will continue to develop in the rural areas and become a new growth point for the home appliance industry.