Energy-saving appliances will be the focus of future consumer demand

In the “longest golden week” in the history of the Mid-Autumn Festival and National Day celebrations, although the home appliance market failed to achieve blowouts as expected by the industry, the energy-saving subsidies had a significant effect on the promotion of home appliances, including flat-panel TVs, washing machines, and refrigerators. Energy-saving appliances including air conditioners have become a beautiful landscape on the home appliance market.

Policy to stimulate demand for energy-saving appliances

From June 1 this year, the State Council has included five categories of energy-saving flat-panel televisions, air conditioners, washing machines, refrigerators, and water heaters into the scope of "energy-saving products Huimin Project". When the government introduced this energy-saving policy, it was at a time when the economic growth rate was declining and the market’s consumer confidence was insufficient. In the first three months of the implementation of the policy of saving energy and benefiting the people, the market experienced adjustments and adjustments, and there was a clear trend of stabilization.

With the color TV market data for the first time included in subsidies for energy-saving benefits, the effect of policies to stimulate the market is obvious. (List of overall sales of TVs in May-August 2012)

Monthly sales (10,000 units) year-on-year sales (RMB 100 million) year-on-year basis 282.8 15% May - May 2016 98.6 28% -19% June 251.7 -1% - 11% 87.3 6% -11% July 287.1 -5 % 14% 97.5 5% 12% August 322.7 -12% 12% 110.1 -6% 13%
Judging from the sales volume of color TV sets, the month of May was the trough. In June, it was in the import phase of policy, and the chain volume of sales decreased narrowly. In July and August, there was an increase in the chain ratio in the two months. As far as the amount of TV sales is concerned, the trend of policy-linked growth is even more pronounced. The increase in sales clearly shows that the proportion of high-end products represented by energy-saving products has increased significantly.

White electricity products, especially air conditioners, have undergone a round of implementation of the energy-saving and benefit-subsidy policy. After the introduction of the new energy-saving and livelihood policies, the proportion of high-efficiency energy-saving products has also increased. In particular, the proportion of energy-saving washing machines in washing machines has increased significantly. 7 The month was up 2% month-on-month and was up 17% month-on-month in August.

In the terminal market, the effect of policy pull is also unusual. According to relevant person in charge of Shanghai Gome, in the Golden Week, the energy-saving subsidies for the sales of the stores are very obvious. “From the perspective of Golden Week sales, the five kinds of subsidies for home appliances are selling very hot. Consumers can enjoy the store in addition to In addition to the provided benefits, you can also enjoy energy-saving subsidies from manufacturers, with multiple subsidies up to a discount of 2,000 yuan."

Energy-saving appliances will be favored for a long time

Energy-saving appliances were included in the policy subsidy this year, so energy conservation has become a hot spot in the home appliance market. The significance of policy-driven orientation is very obvious, and it plays a role as a booster in critical periods. The fundamental reason is that energy conservation is already a trend, and it is a kind of life concept that has emerged since the global transition into the new century.

The concept of energy conservation and environmental protection has been strongly advocated by governments of all countries. At the summit meeting of the Copenhagen Climate Change Conference, Premier Wen Jiabao solemnly promised on behalf of the Chinese government to reduce carbon emissions by 40% to 50% by 2020. As a responsible big country, China dares to make such a commitment in front of the world and will inevitably be reflected in its future policies. This year's policy subsidy for energy-saving appliances is a concrete action to fulfill this promise. And the implementation of such policies is not an expedient measure, but will be a long-term development strategy.

On the other hand, consumers' awareness of energy conservation has also been significantly improved. We are pleased to see that many consumers choose energy-saving appliances, not only value the government subsidies can directly benefit, more importantly, from the choice of energy-saving products to reduce carbon emissions, so as to choose energy-saving life philosophy. Moreover, with the improvement of the level of education and living standards, more and more people will practice the concept of low-carbon life.

From the perspective of government advocacy and consumer acceptance, the proportion of energy-saving appliances in the market will continue to increase, and the trend will become inevitable once it is accelerated. One consumer said it well: “Even though energy-saving refrigerators are a bit more expensive than regular refrigerators, they can save a lot of electricity bills in the long run and are economically cost-effective. In addition, choosing energy-saving products and realizing a low-carbon life are also How did you contribute to society?"

It should be clear to see that, although the proportion of high-efficiency energy-saving products in the household appliance market in China has been gradually improved through the promotion of energy-saving and people-friendly policies, the proportion of overall energy-saving products is still not very high. As of the end of August, the market share of high-efficiency energy-saving products was 46.9%, leaving us with a lot of room for development. The popularization and promotion of energy-saving products is still a long way to go.

Manufacturers follow the trend is the right way

The home appliance industry is one of the industries with the highest degree of domestic marketization. Historically, the focus of market competition has been focused on prices. Home appliance manufacturers have once focused their development strategy on price, and today, in the context of advocating the transition to energy-saving appliances, there is an inevitable collision between price and traditional thinking. Therefore, home appliance manufacturers must not only make adjustments in their product adjustment strategy, but also need to change their business philosophy.

As a home appliance manufacturer, it is wise to follow the trend of the times. Under the background of advocating energy conservation and emission reduction in the entire society, manufacturing companies should increase the research and development of energy-saving products and launch cost-effective energy-saving products to the market. As a professional air-conditioning company, Chigo was listed in the first round of energy-saving and air-conditioning projects in the first round of promotion of energy efficiency air-conditioning finalists (1st batch) 1106 models, showing its leading position in the field of energy-efficient air-conditioning. In the subsequent market, Chigo also benefited from energy-saving products.

As a home appliances distribution company, promoting energy-saving products is a rare business opportunity. The most difficult marketing of distribution terminals is to find an excellent promotion reason, which is commonly referred to as "concept." The promotion of energy-saving products not only has the concept of high-end energy-saving, but more importantly, there are benefits such as subsidies. What's more, the concept of energy conservation does not mean ignoring consumers, but rather benefits the country and the people. It is entirely possible for merchants to profit from expansion of sales by promoting energy-saving products.

In addition, the adjustment of the industrial structure has always been a major macroeconomic policy. The introduction of the energy-saving and people-friendly policy can promote the transformation of the home appliance industry structure, that is, the transition from a low-end product structure to an energy-saving high-end product. At present, the mainstream of the domestic market is still dominated by popular low-end products. With the implementation of policies such as saving energy and benefiting the people, high-end products that focus on updating demand will occupy a larger proportion of the market. Benefiting from this, China's home appliance manufacturing industry will inevitably shorten the process of leapfrogging from "Made in China" to "Created in China."

Therefore, whether it is from home appliance producers or distribution channels, in response to the trend of the times, we are actively participating in the promotion of energy-saving home appliance products, and making due contributions to the Chinese home appliance industry's strong foothold in the world!