Double home appliance sales "gold nine silver ten" lack of color?

“I didn't sleep well for several nights. I would like to sharpen my head to think of promotional methods, but I don’t have much confidence in the number of markets I can pull.” In the face of the upcoming “Double Festival” market, a regional general manager of a white electricity company said. Since 2012, the demand for household appliances has been weak, and many manufacturers have hoped to place their hopes in the Mid-Autumn Festival and National Day promotion season to guarantee their annual results. However, judging from the current market sentiment, the sales of home appliances during the two-day period may still be weak, and the "gold, silver, and ten" are fine or inadequate. Some companies that have done a great job in structural upgrading may become rare highlights in the entire market.

First, the market: Slight popularity is expected to "double-quarter" sales will grow slightly. This year's "double festival" superposition, the market sense of smell sensitive home appliance companies start earlier than in previous years "Golden 9 Silver 10" promotion. An air-conditioning company's market leader told this reporter that in September this year, the company has launched two rounds of promotional resources in the Guangzhou market. “However, the effect of investment is not ideal, and the market popularity is still a bit biased.”

The person in charge said that in September of last year, although many consumers were also cutting prices during the National Day, the popularity of the stores was still relatively strong. “Some consumers will choose to go to the store to experience the products, and these phenomena this year It seems to have disappeared."

Han Baoxiang, general manager of Guangzhou Gome, pointed out that sales of the “Golden Week” are crucial for manufacturers. “In the second half of the overall sales, only 40% to 45% of sales will be achieved in the past few days,” Han Baoxiang revealed. This allows many factories that are cautious in the first half of the year to concentrate their resources on this period to focus on market sentiment. "We expect that the performance will be better than the first half, but there is still some distance from the real recovery, 'Golden 9 Silver 10' The quality is indeed insufficient."

Fan Chunyan, general manager of Suning Guangzhou Region, believes that the white market is indeed more stable and the highlights are not many from the market performance in September. “Comparatively, the performance of black appliances represented by color TVs, mobile phones and computers is still acceptable. The National Day market in Guangzhou should grow slightly, but it may be difficult to make substantial increases."

Second, manufacturers: "big screen" color TV into a promotional hot spot, but the entire appliance market is not "a pool of stagnant water", color TV companies are launching a "big screen" to snatch. The Survey Report on the Consumer Demand of China's Flat-panel TV Cities from January to June 2012 released by the Consumer Electronics Survey Office of the China Electronics Chamber of Commerce shows: “The consumer demand for 46-inch to 60-inch TVs is evident in the size of smart TVs purchased by consumers. , accounting for more than 56%.”

Since July, Sharp, Sony, and LG have all launched large-screen televisions. Skyworth, Konka, and other domestic manufacturers have also adopted large-size ultra-high-definition television as their development direction. Samsung also claims that it will popularize the "smart" and "big screen". , "HD" blend together. In the upcoming “11” promotion season, large-screen TVs will undoubtedly become the focus of the TV market.

In addition, under the catalysis of the previous e-commerce price war, e-commerce channels have become the focus of the business. According to relevant person in charge of Gome Mall, during the “Double Festival” period, Gome Online Mall, home appliances and other goods can enjoy the double benefits of energy saving subsidies and full reduction of one hundred, “the discount rate is not before”.

The country’s stimulus policies for energy-saving subsidies have not yet been fully responded to by the market. “Companies may need to send more positive information to consumers and encourage consumers to choose more energy-efficient products,” said Tang Yuantao, general manager of Gree Guangzhou.