Consumption promotion policy boosts household appliance industry
2022-08-02
The Ministry of Commerce and other 13 departments recently issued the notice on several measures to promote the consumption of green smart home appliances, and took multiple measures to support the benign development of China's home appliance market. In the first half of this year, the impact of the epidemic seriously affected the release of household appliance demand, and the downward pressure on China's household appliance industry increased. "The state has timely introduced policies to promote the consumption of green smart home appliances, which will play a very positive role in helping the home appliance industry tide over the difficulties and boosting the confidence of the consumer market." Jiang Feng, executive director of the China Household Appliance Association, said that there is still room for domestic appliance demand in China, but the structure will continue to divide. The market situation will improve in the second half of the year, and the trend of the household appliance industry is expected to show the characteristics of "low in the front and high in the rear". There are still bright spots under pressure on the market. Since the beginning of this year, under the influence of multiple factors, the growth of the household appliance industry has slowed down, and the production, sales and distribution of enterprises have been greatly affected. The domestic home appliance market is cold, and the overall sales scale declines. Since May, the situation of epidemic prevention and control has improved, but the consumption power is still insufficient. According to AVC data, in the first half of this year, the domestic home appliance market realized a retail sales of 338.9 billion yuan, a year-on-year decrease of 9.3%. At the same time, the external environment is severe and complex, and the impact of high base is superimposed. The export pressure of China's home appliance industry rises sharply, and the export growth trend tends to weaken. From January to may 2022, the accumulated export volume of the household appliance industry reached 42.96 billion US dollars, an increase of 1.2%. Although the household appliance market is under pressure, there are many bright spots in the market, and some categories are growing against the trend, showing the characteristics of strong resilience and great potential in China's household appliance market. Driven by the rising demand of residents in some areas for goods, since the second quarter, the sales of refrigerators have stabilized and the sales of freezers have been booming. According to the data, in the first half of the year, the total retail sales of domestic refrigerators was 5.322 million, with a year-on-year increase of 3.1%; The retail sales reached 7.09 billion yuan, up 3.8% year on year. "To truly solve the problem of users' pain points in mass storage, a refrigerator alone is not enough." Liu Xiangyang, head of the marketing department of Changhong Meiling, said that the "1 + 1" scientific stock mode initiated by the enterprise has brought into play the synergistic effect of refrigerators and freezers, which is welcomed by the market. In June alone, 4380 sets of package products were sold, which led to a significant increase in the average price and share of refrigerators and freezers. In that month, the sales volume of Meiling refrigerator increased by 109% year on year. In the face of the sluggish situation of the traditional large home appliance market, Changhong and other home appliance manufacturers actively seek change and take the differentiation route. Changhong has developed and produced a series of genuine 8K products, which have been recognized by the market. According to the online monitoring data of Aowei cloud network, the market share of Changhong 8K TV reached 87.8% in the first half of the year, ranking first in the domestic online market. The company also focused on technological innovation and improved the user experience of products. In the first half of the year, the sales volume of air conditioners in all channels increased by 30.5% year-on-year. The rapid rise of new categories has added new impetus to the household appliance industry. Dishwasher sales maintained a high growth trend and was one of the best categories in the household appliance market. In the first half of the year, the retail sales of dishwashers reached 5.15 billion yuan, with a year-on-year increase of 11.4%. The floor washer is the biggest driving force to drive the growth of the cleaning appliance market. In the first half of the year, the retail sales of washing machines was 4.2 billion yuan, an increase of 84% year on year; The retail volume was 1.37 million, an increase of 87% over the previous year. Performance of intelligent projection products
Edit：Li Jialang Responsible editor：Mu Mu
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