Home appliances to the countryside to expire a small brand or fade out of the market

Recently, the Ministry of Finance, the Ministry of Commerce, and the Ministry of Industry and Information Technology issued the "Circular on the Relevant Issues Concerning the Stopping of Execution after the Home Appliances Going to the Countryside Policy." The policy on home appliances going to the countryside will end on January 31, 2013. The reporter called a number of branded home appliance companies yesterday, and the companies said they did not want the home appliances to the countryside policy or alternative policies to continue.

Zhang Bo, general manager of Gree Beijing, said that for consumers, the policy of home appliances to the countryside is only “pulled” when consumers make purchase decisions. The real consumption still comes from the consumer’s own needs. If there is no demand, the country They may still not buy more subsidies.

Zhang Bo said that he is not particularly looking forward to the new policy, because competition between enterprises still depends on their own strength. "The long-term stimulation policy will make consumers easily numb. The policy has continued for too long and the effect will gradually decline. These are worth deliberating."

The TCL brand official said that consumers are now very rational and will not be affected by the policy too much. From the perspective of expanding domestic demand, the policy of home appliances going to the countryside is valuable. However, after the end of the policy, it is more conducive to home appliances companies returning to the market and returning to the price mechanism. Therefore, the cancellation of policies is not a bad thing.

Stores: As early as 2009, the policy of home appliances going to the countryside has been gradually established in various provinces and cities across the country. According to the national policy, the household appliance company will give a 13% policy subsidy for each sale of a product that meets the specifications. According to the data released by the Ministry of Commerce, as of the end of December 2012, the country has sold 298 million units of home appliances to the countryside and achieved sales of 720.4 billion yuan.

Relevant person in charge of Beijing Suning Appliance said that at present in the suburbs of Beijing Suning stores, home appliances to the countryside still account for 25% of daily sales. "But from January 2013, we will no longer purchase (home appliances to the countryside) and are now in inventory." The responsible person said that according to the Ministry of Finance's notice, consumers receive subsidies for home appliances to the countryside. The deadline for the extension of the deadline until March 9th, the consumer "subsidy" must be carried out as soon as possible.

U.S. Group spokesman Wang Jinliang stated that “the policy of home appliances to the countryside has fulfilled its historical mission. The company’s recent concerns have not been here anymore.” The spokesperson for Chigo Holdings stated that the company has prepared for the expiration of the policy and benefits from energy saving. The people’s policy is still continuing. Chigo’s emphasis is on saving energy and benefiting the people.

■ The relevant small brands or the death peak industry insiders said that the four-year policy of home appliances to the countryside has caused many local brands to “return to the light”. In 2012, the policy of home appliances to the countryside gradually came to an end, and many small brands have already faded out of the market. This year may be more common.

A person in charge of a home appliance company stated that after the implementation of the home appliances to the countryside policy, many old brands were already on the verge of death, but they could live for a while through policies. However, with the withdrawal of the rural policy, the survival of these enterprises will be unsustainable and the after-sales problems of their products will be highlighted.

Prior to the tender meeting for home appliances to the countryside, there were once 200 bidders and more than 100 washing machine companies bidding for the event. “At the tender meeting for energy-saving projects in 2012, the number of home appliance companies participating in bidding was significantly reduced. The most obvious is the refrigerator company, leaving only about 50 companies.”

Zuo Yanlu, Brand Director of Zhongkang Market Research Company, stated that “the top 10 companies in the industry currently account for more than 80% of the market share, which has led to difficulties for large numbers of SMEs in the future. Take the refrigerator market as an example, ranking top 10 The mainstream companies accounted for 86.70% of the market's retail market share. In contrast, the industry's ranking outside the 20, the market share of less than 1% of SMEs will be more difficult to survive." Zuo Yanlu said.