After the home appliance industry stimulus policy was withdrawn, market sales declined significantly.
According to the monitoring data of Aowei Consulting, a home appliance research institution, the total retail volume of color TVs in the first week of New Year's Day decreased by 21.8%, the retail volume of refrigerators decreased by 29.5%, the retail volume of air conditioners decreased by 53.6%, and the retail volume of washing machines decreased by 34.7%. , Retail sales decreased by 31.5% year-on-year.
As home appliance policies across the country mature and come to an end, the temporary weakness in sales will have to face the reality. Will the home appliance industry really spend the "cold out" in 2012? The fact is not so simple.
Reporters visited several major home appliances stores in Beijing to see a variety of advertising can be seen everywhere within the store, there are still in front of the store to "trade for the old" will be launched as a Shantou promotional activities, although the battle is too large but helpless sparse. Some experts analyze that the decline in home appliance sales is closely related to the real estate market, and the depressed housing market will naturally affect the sales of home appliances.
In fact, since the second half of 2011, the home appliance market has fallen into a downturn. Air-conditioning has been in a downturn of sales since the “energy-saving benefits†policy was withdrawn in June 2011. The inventory of refrigerators and washing machines was originally high, and the decline was reasonable. Before the "11" period last year, color TV sales were still in a stage of growth. Some media commented that "black power eats meat and white soup." However, this pattern was broken during the New Year's Day, and black and white electricity fell into a slump with sales.
Home appliances to the countryside, trade-in, energy-saving benefits are three stimulus policies implemented by the country in recent years in the home appliance industry, which play a positive role in stimulating domestic demand and promoting industrial upgrading. According to the data of the Ministry of Commerce, in 2011, the national trade-in of home appliances sold a total of 92.48 million sets of new household appliances, which drove the direct consumption of more than 342 billion yuan. The stimulus policies of the home appliance industry have contributed a lot to the difficulties of many companies. Many companies have produced brilliant performance results in the past two years. With the gradual withdrawal of policies at the end of last year, the market has also experienced a certain degree of ebb.
For the home appliance market in 2012, confidence cannot be lost because the first shot of the door is not loud enough. Although there are some uncertainties in the overall economic environment in 2012, we cannot ignore that China's GDP growth can still be maintained at more than 8.5%, and it is still the fastest growing in the world. In this economic context, the consumer goods market is still huge.
In recent years, the need for impetus for the rapid development of the home appliance industry still exists. During the “Twelfth Five-Year Plan†period, the process of urbanization has been further accelerated, and as a result of the increase in urban population, it will inevitably drive demand growth. The wave of marriages brought about by childbirth peaks at the end of the 1980s will continue and the number of new households will increase substantially. At the same time, the renewal period of about 10 years of home appliance products has made the update a stable demand growth point. These rigid demands are the cornerstone of steady growth in the home appliance industry.
The industry environment is improving. Expanding domestic demand as a national long-term policy will be the basis and guarantee for the long-term stable development of the industry. According to news from the Ministry of Commerce, the Ministry of Industry and Information Technology, the latest round of consumer stimulus policies may be introduced at the end of March. As household durable consumer goods, household appliances must benefit from policies that stimulate domestic demand. At present, the macro tightening efforts have also eased, and consumer confidence in the market is expected to gradually increase.
The security room is ushering in peak delivery. Real estate control policies have a significant impact on the home appliance market in the second half of the year. However, while policies regulate the real estate market in one hand, they have also increased the construction of affordable housing. The first batch of affordable housing started construction will be delivered one after another this year, which will greatly ease the pressure of reducing demand.
In short, in 2012, although the home appliance market in China will hardly be able to grow in the first two years, the overall market will not experience a significant decline. Before the Spring Festival, the industry will remain in a relatively depressed state. After the Spring Festival, with the reduction of inventory pressure and the advent of the peak season, the market will experience a small upsurge. In the second half of this year, with the introduction of new support policies, the market will step out of the downturn and re-enter the growth track.
According to the monitoring data of Aowei Consulting, a home appliance research institution, the total retail volume of color TVs in the first week of New Year's Day decreased by 21.8%, the retail volume of refrigerators decreased by 29.5%, the retail volume of air conditioners decreased by 53.6%, and the retail volume of washing machines decreased by 34.7%. , Retail sales decreased by 31.5% year-on-year.
As home appliance policies across the country mature and come to an end, the temporary weakness in sales will have to face the reality. Will the home appliance industry really spend the "cold out" in 2012? The fact is not so simple.
Reporters visited several major home appliances stores in Beijing to see a variety of advertising can be seen everywhere within the store, there are still in front of the store to "trade for the old" will be launched as a Shantou promotional activities, although the battle is too large but helpless sparse. Some experts analyze that the decline in home appliance sales is closely related to the real estate market, and the depressed housing market will naturally affect the sales of home appliances.
In fact, since the second half of 2011, the home appliance market has fallen into a downturn. Air-conditioning has been in a downturn of sales since the “energy-saving benefits†policy was withdrawn in June 2011. The inventory of refrigerators and washing machines was originally high, and the decline was reasonable. Before the "11" period last year, color TV sales were still in a stage of growth. Some media commented that "black power eats meat and white soup." However, this pattern was broken during the New Year's Day, and black and white electricity fell into a slump with sales.
Home appliances to the countryside, trade-in, energy-saving benefits are three stimulus policies implemented by the country in recent years in the home appliance industry, which play a positive role in stimulating domestic demand and promoting industrial upgrading. According to the data of the Ministry of Commerce, in 2011, the national trade-in of home appliances sold a total of 92.48 million sets of new household appliances, which drove the direct consumption of more than 342 billion yuan. The stimulus policies of the home appliance industry have contributed a lot to the difficulties of many companies. Many companies have produced brilliant performance results in the past two years. With the gradual withdrawal of policies at the end of last year, the market has also experienced a certain degree of ebb.
For the home appliance market in 2012, confidence cannot be lost because the first shot of the door is not loud enough. Although there are some uncertainties in the overall economic environment in 2012, we cannot ignore that China's GDP growth can still be maintained at more than 8.5%, and it is still the fastest growing in the world. In this economic context, the consumer goods market is still huge.
In recent years, the need for impetus for the rapid development of the home appliance industry still exists. During the “Twelfth Five-Year Plan†period, the process of urbanization has been further accelerated, and as a result of the increase in urban population, it will inevitably drive demand growth. The wave of marriages brought about by childbirth peaks at the end of the 1980s will continue and the number of new households will increase substantially. At the same time, the renewal period of about 10 years of home appliance products has made the update a stable demand growth point. These rigid demands are the cornerstone of steady growth in the home appliance industry.
The industry environment is improving. Expanding domestic demand as a national long-term policy will be the basis and guarantee for the long-term stable development of the industry. According to news from the Ministry of Commerce, the Ministry of Industry and Information Technology, the latest round of consumer stimulus policies may be introduced at the end of March. As household durable consumer goods, household appliances must benefit from policies that stimulate domestic demand. At present, the macro tightening efforts have also eased, and consumer confidence in the market is expected to gradually increase.
The security room is ushering in peak delivery. Real estate control policies have a significant impact on the home appliance market in the second half of the year. However, while policies regulate the real estate market in one hand, they have also increased the construction of affordable housing. The first batch of affordable housing started construction will be delivered one after another this year, which will greatly ease the pressure of reducing demand.
In short, in 2012, although the home appliance market in China will hardly be able to grow in the first two years, the overall market will not experience a significant decline. Before the Spring Festival, the industry will remain in a relatively depressed state. After the Spring Festival, with the reduction of inventory pressure and the advent of the peak season, the market will experience a small upsurge. In the second half of this year, with the introduction of new support policies, the market will step out of the downturn and re-enter the growth track.
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