[Cai Zhi Headline] Welcome to multiple benefits!Promoting consumption policy to drive home appliance consumption

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The new round of "replacing the new" and "home appliances to the countryside" policy finally landed.

On July 29, 13 departments including the Ministry of Commerce issued the "Notice on Promoting Several Measures for Consumption of Green Smart Appliances" (hereinafter referred to as the "Notice"), requiring to make up for the shortcomings of the home appliance market, to open up the consumption point of the home appliances, and meet the people's right to the people's right to the people. Low -carbon, green, intelligent, and fashionable home appliance consumption needs to upgrade the development of home appliances and upstream and downstream related industries, help stabilize the macroeconomic market, and better serve the establishment of a new development pattern.

"The New Deal involves all aspects of the home appliance chain of the home appliances such as the new, green smart home appliances, home appliance leasing, after -sales service, and waste home appliance recycling, covering a relatively comprehensive field, how to take the industry in the next step, how to make companies, how the industry chain parties are all parties in the industry chain. Cooperation has guidance, and localities will act in succession. The subsequent related details will have to be introduced to promote the substantial implementation of the policy. "Zhang Jianfeng, executive deputy secretary -general of the Home Electronics Business Association.

In the first half of the year, the home appliance market was sluggish but still did not lose its highlights

The introduction of the above policy is exactly the time when the current domestic appliance industry is sluggish.

In the first half of 2022, the external environment of the market continued to deteriorate, and consumer demand and confidence were insufficient, which led to the continuous shrinking of the home appliance market. According to data from Aowei Cloud (AVC), the Chinese home appliance market achieved retail sales of 338.9 billion yuan in the first half of this year, a year -on -year decrease of 9.3%. The market size compared to the most serious market size in the first half of 2020. Yuan.

In particular, the sales performance of large home appliances such as refrigerators is not optimistic. According to data from the General Administration of Customs, the refrigerator exports in the first half of 2022 were 31.26 million units, a year -on -year decrease of 13.8%; the export value was RMB 28.646 billion, a year -on -year decrease of 11.8%.

Although the overall scale of the home appliance market declined in the first half of the year, the market has no shortage of highlights.

After entering the second quarter, the home appliance industry ushered in a series of benefits: the price of raw materials gradually fell, and the national epidemic was basically controlled at the end of May. Shanghai opened a comprehensive resumption of labor and re -production on June 1, and the epidemic was expected to gradually fade on the home appliance industry.

In particular, the 618 home appliance promotion data is dazzling, and it has stabilized the first industry with sales of 87.9 billion yuan, boosting confidence in the stabilization of home appliances in the second quarter. Specifically, only 10 minutes after the full opening of JD 618 at the peak of 28 hours, the turnover of new home appliances increased by more than 10 times year -on -year. The new turnover of the old replacement increased by more than 6 times year -on -year. During the 618 period of this year, the number of home appliance brand flags increased by 182%year -on -year, and the scale of sales of total category increased by 103%year -on -year.

At the same time, some emerging home appliance categories remain against the trend. According to data from Ovi Cloud Network (AVC), from January to June 2022, the retail sales of dry clothing machines reached 3.3 billion yuan, an increase of 31.3%year-on-year; integrated stove retail sales of 12.4 billion yuan, an increase of 9.6%year-on-year; dishwasher retail sales The amount was 5.2 billion yuan, an increase of 11.4%year -on -year, and the sales of cleaning appliances were 14.6 billion yuan, an increase of 7.0%year -on -year.

Policy attention of the home appliance industry

In 2007, in the case of shrinking global consumer electronics products, in order to stimulate domestic demand, my country has successively introduced policies such as "home appliances to the countryside" and replacing the old new policy. Under the guidance of relevant policies, the domestic market capacity will be further released.

The home appliances launched again in 2019 are required to establish a "green intelligent industry chain" and cooperate with localities to actively play the role of home appliances to recover the home appliance consumption.

Entering 2022, relevant departments have repeatedly emphasized a new policy for home appliances to the countryside.

On July 13, the executive meeting of the State Council deployed the consumption potential of green smart home appliances, and carried out home appliances to the countryside in the country to exchange new and home appliances, and encouraged conditions to provide funding and policy support.

On July 29, 13 departments including the Ministry of Commerce issued the "Notice on Promoting Several Measures for Consumption of Green Smart Appliances", and proposed to carry out new activities for home appliances with old home appliances, through government support, corporate promotion and other methods to comprehensively promote green smart home appliance consumption.

Jiang Feng, Executive Director of the China Household Appliances Association, said that after experiencing the previous round of home appliances to the countryside, the home appliance products in the rural market have basically reached a update period, and the urban consumer market has reached a huge stage of the stock market.

According to data from the National Development and Reform Commission, China's home appliances have exceeded 2.1 billion units and the elimination rate has risen by 20%. It is expected to scrap more than 200 million units in 2022. Among them, some of the home appliances that are in use were purchased during the consumer stimulus activities such as "home appliances replaced by the old" and "home appliances" from 2009-2011. The replacement period is about to enter the centralized scrap update.

Industry insiders said that accelerating the elimination of super -service home appliances, vigorously promoting green smart home appliances, and the general trend of consumption upgrades and industrial development, which is conducive to protecting consumers' personal and property safety, further improving the quality of life, can also drive the economy, promote the promotion can Continuous development.

According to data from the National Bureau of Statistics, in 2020, the number of household ownership of refrigerators and air -conditioned families nationwide reached 101.8 and 117.7, respectively, with more than 100; 100 household ownership of washing machines and water heaters was 96.7, 90.4, respectively, close to 100.

According to the experience of developed countries, after entering the relative saturation period, consumption of home appliances will enter the stage of updating demand. Home appliance consumption subsidies in many areas landing

Since the launch of the first round of home appliances to the countryside at the end of 2007, my country's home appliances have achieved a lot of achievements in the stimulus policies such as the old and new replacement.

Different from the time, the penetration rate of home appliances, especially home appliances, has increased to the bottleneck of popularity. The market demand is not released. It is urgent to stimulate the release of users' needs and consumption upgrades.

The "Notice" clearly states that starting from the aspects of replacement of new new, home appliances to the countryside, strengthening full -chain service guarantee, consolidating infrastructure support, optimizing supply, strengthening the recycling of waste home appliances, and implementing fiscal and taxation financial policies, it supports the healthy development of the home appliance market.

Specifically, carrying out the "new replacement of old" activities in home appliances in the country, through government support and corporate promotion, to comprehensively promote the green refrigerator washing machine air conditioner, ultra -high -definition TV, mobile phone and smart kitchen and bathroom, smart security, smart office, smart health care, etc. Smart appliance consumption. Promoting green smart home appliances to the countryside, all localities can make good use of relevant funds such as commercial construction actions in the county, and actively guide enterprises to focus on the county and townships, transforming service outlets such as home appliance sales networks, warehousing distribution centers, after -sales maintenance and home appliance recycling. Encourage enterprises to develop green smart home appliances that adapt to the characteristics of rural markets and consumer demand for the elderly.

Since the beginning of this year, under the guidance of national consumer policy, the first wave, second wave, and N wave of consumer subsidies in Shandong, Jiangsu, Beijing, etc. continue to be strongly landed ... By issuing consumer coupons and encouraging old -fashioned new ways to promote home appliances Consumption.

It is reported that Jiangsu and Shandong Province issued up to 200 million yuan of consumer coupons and subsidy quotas. As of July 17, Shandong Province issued 210 million yuan of home appliances consumption coupons, driving 1.89 billion yuan in home appliances.

"Looking forward to the second half of the year, with the double drive of basic needs and policies, the situation of the home appliance market will improve, and companies must seize opportunities." Guo Made, president of Ovi Cloud Network. According to Ovi Cloud Network, in 2022, my country's home appliance market is expected to achieve retail sales of 732.2 billion yuan, a year -on -year decrease of 3.7%; retail volume is expected to reach 56.36 million units, a year -on -year decrease of 9.6%.

Strengthening the recycling of waste appliances and unblocking the circular chain is also the key task of home appliance companies. Relevant departments actively promote the responsibility system for home appliance manufacturers to carry out the goal of recycling. In 2022, the six home appliance companies of Haier, Gree, TCL, Changhong, Midea, and Hisense reported to regulate nearly 17 million units recycling TV, refrigerator, air conditioning, and washing machine, accounting Essence

In addition, as of July 14, 26 home appliances listed companies have released semi -annual report performance forecasts, of which 17 are pre -increased. Chunlan shares issued an announcement saying that the net profit attributable to mothers in the first half of the year was 77.4 million yuan -92.5 million yuan, a year-on-year increase of 2100.12%-2529.35%; It was 62 million yuan -72 million yuan, a year-on-year increase of 599.44%-712.26%.

"From the perspective of the performance of listed companies in home appliances, many companies have entered a period of performance improvement, and even significant performance growth has experienced. With the driving of more policies, the home appliance industry will continue to warm up and appear new investment space." China Electronics will appear. "China Electronics Dong Min, deputy secretary general of the video industry association.

(WeChat public account "Caizhi Headline" comprehensive from: China Economic Network, Global Network, Securities Daily, People's Daily, etc.)

Edit: Bai Jing

School pair: Yuan Kai

Review: Gong Zimo

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