Home Appliances Deals Surge Before the Expiry of Huimin Policy

The home appliance stores in May ushered in the "mopping-up" boom. Except for the stimulation of air-conditioners, refrigerators, and other sales seasons, the state's new "energy-saving subsidies" policy is about to come into force on June 1st. Boost effect.

Whether the expiration of energy-saving subsidies for home appliances will continue to be a mystery. According to previous sources, home appliance companies want to join the household appliances association and hope that before implementing each policy, there should be a buffer period of at least 6 months for enterprises to adjust their industrial layout in a timely manner.

According to relevant sources from the China Household Electrical Appliances Association, the Association recently submitted to the Ministry of Industry and Information Technology, the Ministry of Finance and the National Development and Reform Commission and other three ministries and commissions a letter of recommendation on the withdrawal of the subsidy policy for energy-saving and benefit-minded citizens.

Appliance companies steal sales channels

While China's home appliance industry as a whole is facing a declining demand and a slowdown in growth, the government launched energy-saving subsidies for energy-saving refrigerators, energy-saving air conditioners, and washing machines in June last year, and has since expanded the range of subsidy promotion. Energy-saving desktop computers, energy-efficient unit air conditioners, fans, transformers and other six types of energy-saving products are included in the scope of financial subsidies to further expand the promotion of energy-saving environmental protection products.

With the subsidy policy continuously stimulating household electrical appliance companies to continue to promote the energy efficiency upgrade of home appliances, adjust the product structure, energy-saving home appliances have also become mainstream products in the market.

Seeing that the home appliance energy saving subsidy policy will be officially due, consumers have set off a wave of grabbing the last train in various supermarkets, and unprecedented energy-saving product buying rush. The proportion of sales of color TVs, ice washing, kitchens, and other energy-saving subsidies increased rapidly.

Suning, Gome and other home appliance stores entered the final "sprint" stage. Mainstream e-commerce platforms in the country have also passed promotions such as direct price cuts.

In fact, in 2013, in response to strong market demand and national policy incentives, Gome has increased the amount of purchases of healthy air conditioners, and locked up superior products in advance through large-scale purchases and cash advances.

Li Bin, executive vice president of Suning's E-Commerce, stated that Suning's early-stage reserves of energy-saving and low-cost products provide consumers with more affordable options.

Insiders pointed out that on the one hand, home appliance stores use channels to seize the first batch of upstream manufacturers to sell, increase the advantages of supply reserves, call suppliers to join the camp; on the other hand, traditional home appliance companies seek new ways to steal prices by stealing new channels. Sales growth outside.

According to relevant personages from Gome, from the perspective of sales, the energy-saving products for home appliances such as air conditioners, color TVs, and washing machines are affected by energy-saving subsidies, and sales have increased significantly year-on-year. Since May, Gome's sales of energy-saving products have increased by nearly 35% year-on-year, of which energy-saving air-conditioners and color TVs have increased by as much as 40%. It is expected that the peak of energy-saving subsidies will come in mid-to-late May.

It is understood that with the expiration of the policy, and if no new policy is introduced later, the prices of home appliances may rise to some extent.

The termination of energy-saving subsidies has little impact on the company

According to a related person from the China Household Electrical Appliances Association, the Association recently submitted to the Ministry of Industry and Information Technology, the Ministry of Finance and the National Development and Reform Commission and other three ministries and commissions a letter of recommendation on the withdrawal of the subsidy policy for energy-saving benefits. It is recommended that the policy on energy-saving and livelihood be extended.

Analysts pointed out that the implementation of the policy actually played a guiding role and could not become a household appliance company's dependence. Enhancing bargaining power was the key.