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Comments on Home Appliance Industry Events: Next "Customization of ceiling fans" era?

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Comments on Home Appliance Industry Events: Next "Customization of ceiling fans" era?

Date of release:2019-01-25 Author: Click:

On the evening of January 8, in a series of reports on CCTV news broadcasting "Actual Recruitment and Practical Results", Ning Jizhe, deputy director of the National Development and Reform Commission, said that "this year, measures will be formulated to promote the consumption of popular products such as cars and household appliances".

In CCTV interview, Ning's deputy director's new policy on household appliances consumption focused on direction guidance and signal release, but did not elaborate on the new policy on household appliances. Correspondingly, the car industry similar to the household appliances industry has been opened. According to the decline in professional sales in 2018, in order to promote the formation of strong shopping malls in China, it has decided to draw up new consumption policies such as car, ceiling fan customized household appliances, and proposed to support residents'rational consumption, green consumption and promotion consumption. At the same time, in view of the fact that cars have entered villages from cities, it is considered to draw up relevant measures to encourage farmers'consumption.

Idea: According to the official leaked new political signals, we can not help thinking of the last home appliances Carnival era - 2008 to 2013 when home appliances went to the countryside. During this period, the government has implemented three major policies: home appliances went to the countryside, replacing old ones with new ones and saving energy for the people. Because home appliances go to the countryside cover up the widest, the longest time and the greatest impact. This report always calls this stage the home appliances go to the countryside age. 。 Standing at the starting point of 2019, we will take the three major principles of the era when household appliances went to the countryside as a reference, take history as a lesson, and look forward to the impending new household appliances policy.

Take the era when household appliances went to the countryside as an example: The three major principles separated from the financial subsidies of share standard or quota for household registration consumption, new product replacement consumption and energy-efficient product consumption in non-urban areas, so as to realize the popularization, promotion and green environmental protection of household appliances consumption, and ultimately promote the expansion of shopping malls. The three major policies have lasted for more than five years. The peak effect of the three policies appeared in the three years from the end of 2008 to the end of 2011. The compound growth rates of domestic sales of air-conditioners, refrigerators, washing machines and TV in the peak period were 26.9%, 31.3%, 15.1% and 45.3%, respectively. The annual growth peaks were 36.7%, 50.7%, 28.4% and 87.2%, respectively. At that time, they greatly promoted the scale of domestic e-commerce markets and promoted the development of China in the past ten years. Leading position in global home electronics market.

Competition pattern: Comparing with the market share of White-Lead appliances in rural areas, we found that the market share of White-Lead appliances did not increase significantly during the peak period of the policy. CR2 of refrigerators even decreased from 54.2% to 37%, but the market share of White-Lead appliances in rural areas increased significantly in the later years, that is, from 2012 to the present. It is estimated that this trend is related to the fact that the three major policies have greatly affected the scale of shopping malls and expanded the living space of small and medium-sized enterprises. On the other hand, it is difficult to completely cover up the preferential scope of the policy because the leading subsidence ways such as villages are not perfect at that time.

Customization of ceiling fan


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    Contact person: Mr. Li   /  Ms. Zhang

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