In 2013, the home appliance industry will take a slow turn

The stimulus policies were gradually ended, the real estate market was controlled, the production capacity was excessive, and the cost was high... In 2012, the home appliance industry left the development highway and entered the industry adjustment curve. Looking forward to 2013, we believe that the home appliance industry will be out of the corner and start slowly.

Recalling that in 2012, the inventory data released by various professional investigation agencies could not only be pleasing to the eye, and industries or companies that can maintain “flat” are rare. A few days ago, research institute Yikang Market Research Co., Ltd. released the "Home Appliances White Paper: Trends in Appliances Analysis in 2012 and 2013 Forecast." According to the data from the White Paper, sales of household appliances in 2012 decreased by a few percent year-on-year, and sales fell by 4.4% year-on-year to 1,155.0 billion yuan. This is also the first decline in the sales of home appliances in China since 2007.

However, in a dismal situation, we can still find some highlights, such as the rapid adjustment of the industrial structure of some enterprises, and make full use of online, offline sales and other channels for focused and strategic marketing and deployment, making the home appliance industry from the first The third quarter began to pick up: TV industry began strong growth from the third quarter, flattening the large gap in the first half; sales of refrigerators, washing machines, air conditioners and other white power industries fell sharply, but the proportion of high-end products rose steadily and realized for many years The brewing product structure has been upgraded; the upgrading of the kitchen electric industry has also become a growth point; the domestic panel industry chain has been fully improved in 2012, and domestic panels have gradually turned losses into profits.

Standing at the beginning of 2013 and looking forward to this new year, we have reason to believe that although the cold winter is not over yet, the spring breeze of policy has slowly blown, and the pace of the home appliance market is unstoppable in the end.

In 2013, the Party Central Committee has made clear that the goal of income distribution reform is to “lower, control, and expand”. The party's "eighteenth session" also proposed that "in 2020, China's GDP per capita and per capita income of urban and rural residents will double each year than in 2010," while continuing to vigorously promote urbanization. The positive effects of the energy-saving products and people-to-people projects started on June 1, 2012 are also expected to be evident in the first half of 2013.

In addition, the Central Economic Work Conference concluded on December 16, 2012 proposed: "We must firmly grasp the strategic point of expanding domestic demand, cultivate a number of strong growth points for consumption," and "enhance the basic role of consumption in economic growth. ". Shen Danyang, the spokesperson of the Ministry of Commerce, said that the Ministry of Commerce will put forward new ideas for stimulating consumption and will formulate specific policies in succession. This information has been interpreted by the industry as a policy signal that encourages consumption measures to increase.

The scope for cultivating new growth points for consumption is very broad. As long as the provision of new products, new services, or increased revenue will bring about new consumption growth points, the emphasis should be on highlighting the word “new”. Therefore, innovation will become the key word for 2013. Similarly, the contents of innovation are also all-encompassing, such as new technologies, new products, new services, new channels, etc. will bring new consumer demand.

The improvement of quality of life makes consumers hope to meet their own requirements for more personalization, comfort, convenience, and environmental protection through the application of new technologies for home appliances and the development of new features. At the same time, changes in consumer demand for services require manufacturers to provide new service models that are differentiated and can eliminate consumer concerns. The construction and improvement of new channels will make it easier for consumers to purchase. These will be companies. The direction of effort.