Appliance industry slowly recovers

At the 2013 CCTV Golden Resources Advertising Bidding Conference held in 2013, traditional home appliance companies including Haier and Midea, and Suning and Gome's two major retail channels competed for the competition. The move of home appliance companies to bet on CCTV advertising seems to indicate that the home appliance industry has passed the so-called "difficult period." Although the future trend of the industry is relatively optimistic, the severe export situation will still be an important factor affecting the overall recovery of the industry.

White electricity production has picked up

Since the third quarter, sales of ice and washing products have all rebounded to varying degrees.

Statistics from the industry online show that in September 2012, China's refrigerator production and sales increased by 15.1% and 22.3% year-on-year, washing machine production and sales increased by 10% and 6.6% year-on-year, and air-conditioner production and sales growth also decreased significantly compared to the same period last year.

In this regard, an industry source told reporters that the worst period of the home appliance industry has passed. On the one hand, the effectiveness of energy-saving subsidies began to gradually appear, coupled with the end of the policy of home appliances to the countryside, the enthusiasm of consumers before the Spring Festival to take the last bus to buy "big things" began to rise and will continue for some time. According to the data from the Ministry of Commerce, in the first 10 months of this year, the nationwide sales of household appliances to the countryside were 65.22 million units, and the sales amounted to 175.24 billion yuan, an increase of 23.5% and 18.8% year-on-year respectively. In October, sales of home appliances to rural areas reached 7.19 million units, achieving sales of 21.38 billion yuan, a year-on-year increase of 27.5% and 26% respectively.

On the other hand, with the continuous development of e-commerce, online shopping has increasingly become the first choice for many consumers, coupled with the "mass-making" effect of e-commerce collectives, since the third quarter of the "double", "double 11" period of home appliances There has been a big increase in sales. It is understood that on November 11th, the total sales of Tmall and Taobao reached 19.1 billion yuan, which is 190 times that of three years ago. Many home appliance companies also earn real money in this promotion. The reporter learned from the interview that the daily sales of the Haier Tmall flagship store were close to 100 million yuan, and there were a number of companies with sales exceeding 20 million yuan, breaking the sales stalemate in the household appliance market at one stroke. Wang Wenming, deputy manager of Beijing branch of Hefei Rongshida Sanyo Electric Co., Ltd., also confirmed to reporters that since the third quarter of 2012, the company’s online sales of refrigerators, washing machines, and microwave ovens have increased by as much as 200% year-on-year, far higher than the traditional channels. The speed of growth has contributed to ensuring the completion of the annual sales target.

Businesses are optimistic about picking up

The appliance industry is in a state of slow recovery. In 2013, the total market will be basically the same as in 2012.

Air-conditioning experienced a bleak 2012 cold year. With the start of the cold year in 2013, companies have seized opportunities such as product differentiation and channel deepening to promote industry recovery. According to Zhao Weizhong, general manager of marketing department of Hisense Kelon (Guangdong) Air Conditioning Co., Ltd., although the current macroeconomic situation is still not optimistic, and real estate regulation is still not relaxed, with the introduction of national measures to protect growth, the overall market situation is gradually moving away. it is good. According to him, just entering the cold year of 2013, Hisense has strongly launched a differentiated new "Apple pie" series, effectively stimulating consumer spending.

In addition, Zhang Guoqiang, executive deputy general manager of the Beijing Product Management Center of Zhigao Home Marketing Co., Ltd., told reporters that in the second half of 2011, Chigo conducted a series of adjustments such as digging channels and integrating agent teams. Since September 2012, Chigo Air The trend of rising sales is obvious.

Therefore, Zhang Guoqiang believes that with the further development of the effect of energy-saving subsidies and the centralized delivery of affordable housing, the overall white-light recovery trend in 2013 will become more apparent. Wang Wenming also believes that the market as a whole has seen a slow recovery from the perspective of sales in first-tier cities such as Beijing and Shanghai. Due to a number of favorable factors, white electricity will see slight and steady growth in 2013, and the market size is expected to be the same as in 2012.

Washing machine exports pull growth

In the first three quarters, China’s total household electrical appliance exports increased slightly compared to last year, but the growth rate declined significantly.

Although from the perspective of corporate feedback, the domestic sales situation is relatively optimistic, but Zhou Nan, deputy secretary-general of the Household Electrical Appliances Sub-Council of the China Mechanical and Electrical Products Import & Export Association, told reporters that in January-September 2012, the household appliance industry’s export value was US$43.67 billion, an increase of 7.7 from the same period of last year. %, the growth rate fell by more than 10 percentage points over the same period of last year. Judging from the situation in each month, only the exports in September increased significantly year-on-year, but the export base for the month was lower. Therefore, he believes that judging from the overall situation of exports, it may seem premature to judge the full recovery of the three major white power companies. Coupled with the current peak season for the export of air conditioning and refrigerators in the northern hemisphere, the growth in the South American market has not increased significantly. "The total amount of home appliance exports in 2012 will increase slightly from last year, but the increase will be significantly reduced." Zhou Nan said.

It is understood that from July 2011 to September 2012, the export situation of China's air-washing of the three major white power stations showed very different characteristics. Among them, the export of air-conditioning products has been declining, and the volume of exports from January to September 2012 was lower than last year. This was a 3.9% year-on-year decrease; the first three quarters of washing machine exports increased by 12.4% year-on-year, driving the overall market growth; refrigerators’ export volume was basically the same as last year.

Regarding the trend of China's home appliance exports in 2013, Zhou Nan believes that total exports and growth will show a slow growth trend. He said that at present, major markets such as Western Europe are experiencing low demand for consumer goods due to the European debt crisis, while emerging markets in South America and other countries have experienced a slowdown in their heat, and their share is low, which is not enough to make up for vacancies in the traditional market. Relatively speaking, only the US market is recovering. The momentum is obvious and the increase is gradually increasing. Therefore, companies need to continuously improve their ability to withstand industrial risks and consolidate and increase the export share of advantageous products such as refrigerators in the traditional market.