Energy-saving price reduction or into the home appliance market this year

Affected by the economic environment, the originally buoyant home appliance retail market became very deserted last year. But this year, the continued popularity of flat-panel TVs and consumer electronics products seems to be a sign of market recovery. What is most interesting is that air-conditioners, which are often sold in early summer, have become the key products that home appliance retailers are scrambling to promote in the early spring. From the information given by retailers and manufacturers, energy saving and price cuts may become the market for home appliances this year. Key words.

"In a year, fixed-speed air-conditioning may be eliminated by the market." At the Shanghai Domestic Air-Conditioning Development Trend Seminar held yesterday, the Shanghai Household Appliances Association, Suning and related air-conditioning manufacturers gave this prediction. At present, fixed-speed air-conditioning accounts for about 20% of the market's sales structure. It generally acts as a “special price pioneer” and is the main force of the low-end market. But Fan Zhijun, general manager of Shanghai Suning, stated that choosing energy-saving products is becoming a habit for consumers: “In 2008, the frequency conversion products in the Shanghai air-conditioning industry were less than 15%, but in 2012, inverter air conditioners accounted for nearly 80%, and the constant speed machine was 20%. The energy subsidies policy has not only guided the restructuring of the industry but also changed the concept of consumption."

Han Jianhua, general secretary of the Municipal Household Electrical Appliance Industry Association pointed out that energy-saving appliances occupy the market-dominating trend. The current popularity of non-fluorinated inverter air conditioners in Japan exceeds 95%, and more than 90% of air conditioners sold in the European market are inverter air conditioners. He said: "Reducing the price difference between energy-saving products and non-energy-saving products is the most effective stimulus for consumers to purchase energy-saving products. This stimulus will also accelerate the elimination of high-energy-consuming products in the market." At present, fixed-speed air conditioners and inverter air conditioners The average market spread is between 200 and 400 yuan. Recently, Suning and other dealers proposed that, in addition to subsidies for national energy-saving benefits, enterprises should increase their subsidies for energy-saving air-conditioning by 100 yuan to 400 yuan. This decision is expected to accelerate the upgrading of the entire industry.

On the other hand, the steady decline in prices will also become the trend of the home appliance market this year. The reason is that the competition in the home appliance market is becoming increasingly fierce, and retailers are afraid to open high prices; while scale production, procurement, and sales also help production and distribution companies reduce costs. At the 2013 China Air Conditioning Consumer Trends Conference held recently, home appliance retailers and air conditioner manufacturers such as Gome, Haier, Midea, TCL, Chigo, Electrolux and others disclosed that air-conditioning prices will drop by about 5% this year.

In addition, the new market space also calls for home appliance dealers to give more attractive marketing programs. Statistics show that there are currently more than 300 fixed-speed air conditioners in the Shanghai market that have been used for more than eight years and have reached the end of life. These products are concentrated in the replacement period this year and will undoubtedly allow home appliance retailers to "knit up."