China's home appliance industry has entered a period of adjustment and adjustment pains

“Extremely chilly after being extremely prosperous” is the industry’s description of the home appliance industry in 2011. What will happen to the home appliance industry in 2012 after the disappearance of the policy dividend? Is it an opportunity or a challenge? Is it backwards, embarrassing or spanning, conquering?

The Information Times reporter believes that adjustments will become the main theme of the home appliance industry in 2012 under the background of policy withdrawal, slower sales growth, and a large amount of inventory. However, during the callback process, we will see home appliance companies are actively seeking transformation and breakthroughs, the industry will usher in an upgrade of product structure, and the country’s forthcoming New Deal is also likely to “protect” this structural upgrade. In a word, the industry will move forward in the pain of major adjustments, "the appliance industry does not believe tears."

Adjusting the transition period: labor pains are inevitable

The home appliance industry has experienced the stimulation of policy dividends in 2010 and 2011. The market correction is inevitable. However, there are also differences between different categories, such as the rapid development of the ice-washing products market in the past two years, and the rapid decline in the adjustment this year; and the color TV industry has experienced the pain of industrial restructuring, and this year In six months, it has re-emerged to the fullest – the profits of the industry are rarer than that of white electricity (refrigerators, washing machines, air conditioners) industries. However, in general, the slowdown in the growth of the home appliance industry is inevitable.

Among them, the adjustment of the Dabai Power Industry is determined by the industry's volume of inventory. The cool summer of 2011 and the blind optimism of market growth led to the day-to-day inventory of the air-conditioning industry. The sudden suspension of home appliances to the countryside has caused the most profitable refrigerator industry to temporarily stop the car. The huge production capacity has nowhere to vent. From this point of view, the white electricity industry in 2012 needs to be alert to the situation of “diseconomies of scale”. In fact, the recent “decrease” and “shrinkage” in the Dabai Power industry is already a signal. This change is also reflected in the fact that white electricity companies pay more attention to technological innovation. The two major oligarchs in the air-conditioning industry are scrambling to release the latest scientific research successes and innovative technologies as one of their footnotes.

The black industry's adjustment is mainly from technology upgrades. The black power technology update is "as fast as sashimi", from full HD to the Internet, to LED, then 3D, smart TV and cloud TV, as well as a new generation of display technology OLED, the color TV industry never lacks the "curve overtaking" opportunity. Among them, smart (cloud television), 3D has become the industry's recognized keyword for the 2012 color TV industry, and the domestic color TVs that have already been occupied in these two areas are likely to be heavily armed in 2012 such as Apple, Google and Samsung LG Sharp. Smart TVs ushered in variables. However, as far as the industry itself is concerned, the rise of smart TVs and cloud televisions has allowed TV to grow into an all-media information platform and let the competition in the color TV industry develop into a competition for the entire ecosystem. Color TV companies are worthy of this disruptive industry. Upgrade the battle.

New Energy Saving Policy: Promoting Structural Upgrading

Referring to the 2012 expectations of home appliance companies, it is undoubtedly the introduction of a new round of national stimulus policies for home appliances, and this hope has also received a formal official response. Shen Danyang, the spokesperson of the Ministry of Commerce, said recently that he is considering to consider some new consumer promotion policies and will announce it in the near future, but the relevant policy details have not been mentioned.

Since it is an official response, we might as well boldly predict what aspects, areas, or specific products may be involved in the stimulus policies of the home appliance industry in 2012.

First, among the three policies of energy-saving subsidies, trade-in replacements, and home appliances to the countryside, trade-in and home appliances are not reproducible due to their non-replicability (eg, the old household appliances in the hands of old traders are limited), and the stage (consumer demand for rural areas). It is impossible to rely on subsidy incentives forever. The two major policies can be said to have fulfilled their phased missions and become "retired." Among the three major policies, energy subsidies are the earliest and can be said to be the best policy. Because it stimulates consumption, it also promotes the upgrading of the most pressing industry structure of the home appliance industry to energy saving and environmental protection. Because of this characteristic, it is precisely a long-term and continuous implementation of the incentive policy. While stimulating consumption and promoting the upgrading of industrial structure, it also forms a good guide for the people's consumption habits and concepts.

In fact, many experts in the industry and even relevant policy-making departments have already made predictions about “green and energy-saving household appliances will become the next round of policy support targets”. As the previous subsidies were mainly targeted at fixed-frequency air-conditioning and refrigerators, the Information Times reporter boldly predicted that the new energy-saving subsidies may be targeted at all home appliances energy-saving products, especially in TV sets, washing machines, inverter air conditioners, etc. Home appliance industry. The most notable feature of inverter air conditioners is energy efficiency, and it has occupied over 40% of the air conditioner market. Followed by washing machines, not only saving electricity, but also involves saving water. TV's standby energy-saving mode can also save a lot of electricity. In fact, all household appliances that have been incorporated into the energy-saving labeling system can be incorporated into energy-saving subsidies, including energy-consuming appliances such as water heaters, hoods, and induction cookers.

However, an Information Times reporter believes that refrigerators may withdraw from energy efficiency subsidies because almost all mainstream brands of refrigerators currently on the market have reached energy saving levels above 2 and when energy saving has become a “standard”, subsidies will lose their significance. .