"Astronomical" home appliance sales "above expectations"

170,000 yuan to buy a TV, 20,000 yuan to buy a microwave oven, 5,000 yuan to buy a rice cooker, if you open out such a list of home appliances prices, I believe consumers willing to pay the bill is very few. If you pay more than a few hundred yuan, a thousand dollars, you can enjoy more features, more dazzling appearance, better material appliances, the answer may be completely different.

Yesterday, the reporter learned from the research institute Yikang that from 2005 to the present, the average price of most household appliances is in a rapidly rising channel, and the increase has generally exceeded 20%, and individual products have even increased by more than 50%. Manufacturers have feedback that the “price war” that has been tried repeatedly has not been as effective as it was in recent years, and some high-end new products have won the hearts of many consumers.

The reporter saw in a Sony Store in Taikoo Hui that the retail price of a 65-inch 4K LCD TV was 44,990 yuan and the retail price of a 55-inch LCD TV was 29,999 yuan. Do not think that these products are already astronomical, next to a giant 84-inch LCD TV's price is 169999 yuan, enough to buy a mid-size sedan. Also don't look at these products as just furnishings, "The sales volume exceeds our previous expectations." Sales staff said.

In Suning, Gome and other chain stores, "high price" appliances are nothing new. The new concept clothing care machine function set dryer, dehumidifier, linked to ironing machine equals a price of 35,000 yuan. In contrast, 2000 yuan juicer, 4000 yuan dehumidifier, nearly 5,000 yuan shaver, 7000 yuan air purifier is considered "cheap".

Claiming to abandon the low-cost strategy of the United States, the previously launched 10,000 yuan microwave oven has caused market downturn, and the United States and the general manager of kitchen domestic marketing Sun Mingyang revealed that microwave ovens priced at 20,000 yuan will be listed next year.

Has the price war effect diminished? Has the home appliance market, once plagued by price wars, been out of the "Red Sea" and the "Blue Ocean"? According to data from Zhongkang, the average price of most home appliances in the eight years from 2005 to the present is indeed in a fast rising channel, and the increase of various types of products generally exceeds 20%.

Taking air conditioners as an example, the average price in 2005 was 2,930 yuan. By this year, the average price had risen to 3,730 yuan, up by 27.30%, and the washing machine rose from 1,384 yuan to 2,142 yuan, an increase of more than 50%.

The data of Guangzhou Suning also showed that the average proportion of new household appliances has increased from 25% at the beginning of the year to 45% today, of which the rate of pushing new color TVs and air conditioners is the fastest. The introduction of new products usually means that prices will rise again.

The “high price” home ionizes ordinary consumers a bit far, but the pursuit of more high-end, higher-end, new wave is the choice of many consumers nowadays.

Galanz used to rely on low-cost advantages to become a global microwave giant, but Lu Lanlie, vice president of Galanz Group, believes that in recent years, consumers have become less interested in simple price cuts. Lu Yonglie believes that this is the inevitable result of “upgrading”. Brands and quality are important factors for consumers to measure whether they are worth buying. “Don’t care that consumers with hundreds of dollars or even thousands of spreads continue to expand.”

In addition to changes in consumer awareness, manufacturers actively promote the main reason for the rise in product prices. "If a microwave oven with 20,000 yuan is placed there, you feel expensive, then a product whose price is only one-tenth may be easily accepted," said a senior executive of a home appliance company. The "technical content" has changed the consumer's single understanding of the functionality of home appliances; the company's brand image has thus been promoted, laying the foundation for increasing brand premiums.

expert:

High price does not mean that the high-end cost-effective is always the most important Zuo Yanxi, the brand director of Yikang, believes that high-end home appliances are entering a critical period of development and their market share will be further enhanced. However, Zuo Yanzhao also reminded that when companies take the high-end strategy, they should refuse to simply “high-end” and “high-end”. Starting from market demand, good brands and quality can lay a good foundation for “high-end”.

Lu Yonglie also believes that “high prices” does not mean “high-end” and “cost-effectiveness” has always been a factor that Chinese consumers attach great importance to. Only by increasing the investment in R&D and giving products more humanized functions can we convince consumers to open their wallets.