Home appliances to go to the countryside to benefit the people and the people of the people, and the shortcomings of the rural market continue to release consumption potential

Liu Ping, the owner of Jingdong Home Appliances Store, Qiaoto County, Zhaotong City, Yunnan Province, Liu Ping came to the villagers to deliver the electrical appliances. Photo by Zhu Guanyu (People's Vision)

As an important part of residents' consumption, promoting consumption of home appliances, especially activating the consumption potential of rural markets, is not only an important measure to expand the steady growth of internal demand, but also an effective way to meet the needs of the people's increasing life.

The executive meeting of the State Council held recently proposed to carry out home appliances to the countryside in the country in the country; 13 departments including the Ministry of Commerce and other departments recently issued the "Several Measures on Promoting Green Smart Appliances Consumption" (hereinafter referred to as "Several Measures"), and 9 specifics were launched. The measures to comprehensively promote the consumption of green smart home appliances. The new round of home appliances is expected to accelerate the promotion and better release the potential of home appliances.

What is the significance of promoting home appliances to the countryside, what problems are facing, and how to effectively enhance the people's sense of gain and happiness? Recently, the reporter conducted an investigation and interview in Shaanxi, Guizhou and other places.

Mum -reduced subsidies, replaced with the old, a new round of home appliances will go to the countryside to benefit the people

"It is too cost -effective to participate in the old replacement and the full reduction subsidy!" Recently, Liu Feng, a post -90s guy of Lishu Town, Qixingguan District, Bijie City, Guizhou Province, prepared to change the new refrigerator for his parents. Reminder, enjoy two discounts at once. "Every 1,000 yuan can enjoy 80 yuan government subsidies, plus 190 yuan deducted from the old refrigerator, a total of 510 yuan!"

This real discount benefits from the "renewal consumer season" event launched by Bijie City.

"Through the coordination of political and bank enterprises, we have launched the maximum home appliance subsidy in recent years." According to Li Long, deputy director of Bijie City Commerce Bureau, the city's coordinating UnionPay, Construction Bank and Haier and other home appliance companies have participated in home appliances across the city. Subsidies and consumers who are in the countryside will be subsidized. "In addition to buying a funding company's products, you can enjoy a 8%reduction subsidy, consumers can also enjoy 5%inclusive subsidy to buy other 19 other brand products, allowing policy dividends to benefit the masses to the greatest extent to further stimulate consumer demand."

The policy dividends are more inclusive, and the category of home appliances is more focused. Recently, Gong Yinghua, a resident in Chang'an District, Xi'an, Shaanxi Province, added a new smart air conditioner of "carbon reduction and price reduction" at Gome Electric's offline store. It turned out that in July of this year, Shaanxi Gome launched an energy -saving subsidy activity to provide grading subsidies to the first and secondary energy appliances.

"A subsidy of 10%of the total price saves 800 yuan." Gong Yinghua told reporters that the old air conditioner at home has been for several years. The noise is large and the cooling difference can be automatically adjusted to reduce energy consumption.

"From the perspective of platform sales in the past year, the demand for home appliances products in the county and township markets is not much different from large cities, and the demand for upgrading of green smart home appliances is even more vigorous." Li Haiying, general manager of Gome Electric, Shaanxi, said that the refrigerator is examples. In the past, consumers were more concerned about capacity and quality. In recent years, new functions such as intelligent temperature control and low energy conservation are more popular. "At present, the subsidy activities have lasted for three weeks, driving the sales of green smart home appliances exceeding 42 million yuan."

Link the platform merchants and connect to vast county and townships. The new round of home appliances go to the countryside and is carried out across the country. Related measures have been introduced in various places. Shandong issued 200 million yuan consumer coupons. When purchasing TV, refrigerators, washing machines and air conditioners, consumers can issue corresponding consumer coupons in accordance with the amount of sales invoices in single -piece goods; UnionPay Cloud Flash Payment issues 25 million yuan of consumer coupons for consumers ...

Expand domestic demand, make up for shortcomings, and provide a higher level of supply to the county and township appliance market

At present, why should a new round of home appliances go to the countryside?

Jiang Feng, Executive Chairman of the China Household Appliances Association, said that the development of a new round of home appliances to the countryside is conducive to improving the consumer market environment and activating huge domestic demand potential.

The "2021 China Home Appliance Market Report" released by the China Institute of Electronics Information Industry Development shows that in 2021, 70%of the sinking market accounted for 31.5%of the retail sales of home appliances, and the market size reached 277.5 billion yuan, a year -on -year increase of growth, a year -on -year increase 8.9%. According to the data of Jingdong platform, in 2021, the retail sales of high -end appliances in rural markets reached 61%, far exceeding the increase of 35%of first -tier cities. The sinking market has become the most potential growth pole of the home appliance industry.

Jiang Feng believes that since the promotion of home appliances to the countryside in the previous round, these old appliances have gradually reached the period of update. "Entering the stock market stage, it is the main direction with the old change of the old. Rural consumers will change from the demand from '."

In addition, a new round of home appliances will also help the home appliance market to make up for the shortcomings and promote the upgrading of rural consumption files.

"Inadequate after -sales service and incomplete service networks are important factor restricting the consumption of home appliances consumption in third -tier cities and county and township markets." Experts said that taking the new round of home appliances to the countryside to go to the countryside, coordinate the transformation of relevant funds and improve rural home appliance sales. Delivery, maintenance, and recycling outlets will be used to increase the protection of water gas nets. In the short term, it will help continue to release consumption potential. In the long run, it will also promote the shortcomings of the home appliance market.

In the past 10 years, the new changes in the market environment in the county and township have expanded a wider space for the new round of home appliances to the countryside.

The supply level of home appliance companies is higher.

Remote control through the mobile phone, the rice cooker in the home is automatically run, and the water heater enters the heating mode ... In Xunpu Village, Hulei Town, Yongding District, Longyan City, Fujian Province, the post -90s guy Xu Ruihang lived the intelligent life of "one -click drive, home appliance linkage". "Taking advantage of the platform subsidy, a smart TV has just been replaced recently. It can be awakened by only voice. Parents are also very convenient to use." Holded up by county and township users. "Lu Weibing, president of Xiaomi Group China, introduced that since 2015, the group has opened a" Xiaomi House "in nearly 90%of the counties across the country. Through a powerful ecological chain system Rich all -house smart products, feel the comfort and convenience brought by smart home appliances.

The sales network covers a wider range.

"In 2016, Jingdong Home Appliances began to open a specialty store below the county -level city level, and relying on its own logistics system to distribute it." Xie Fan, president of JD Home Appliances Division, introduced that as of now, it has been in 25,000 towns and 600,000 administrative administrations. The village opened more than 15,000 stores, helping constellation of market consumers enjoy the same speed of delivery like big cities.

More and more dense outlets have opened up the hindrance point of poor freight in the rural market. "Previously, it took at least one month to make an ordinary everyone from Lhasa to Nyingchi to Milin County." Liu Tingting, the owner of Jingdong Home Appliances Store, Milin County, Nyingchi City, Tibet, said that in June last year, offline monopoly The store can be fully covered in Nyingchi, and it can be delivered 2 to 3 days after ordering. During the "618" period this year, the transaction turnover of the Jingdong Home Appliances Store in Milin County exceeded 1.5 million yuan, an increase of 1.5 times year -on -year.

The supporting effect of infrastructure is stronger.

The rods, the line, and the line ... The power supply radius of 65 villagers' homes in Shisanhe Village, Puyang Town, Xiaoshan District, Hangzhou City, Zhejiang Province has been reduced from 310 meters to 210 meters, and the power supply capacity is stronger. The person in charge of the State Grid Hangzhou Xiaoshan District Power Supply Company said: "As the villagers' home appliances are increasing, the electricity load continues to rise, and the timely implementation of the agricultural network transformation and upgrading project can better meet the growing demand for electricity consumption in rural areas."

The use of electricity is guaranteed, and the net is faster. Following the "Village Village Village Broadband" in the national administrative village, the 5G network has further deepened the county and township. In June this year, the "County Tong 5G" landed came true. "The continuous improvement of information infrastructure has built a solid network support for smart home appliances to go to the countryside and optimizing consumer experience." Said He Yaqiong, director of the Consumer Product Industry Department of the Ministry of Industry and Information Technology.

"In recent years, with the continuous expansion of the consumer market size of the home appliances, a number of 100 billion -level home appliance manufacturers have risen rapidly. Effective connection. "From the perspective of Jiang Feng, the optimization upgrade of the supply side will provide strong support for stimulating the consumption potential of a new round of home appliances to go to the countryside.

Improve the after -sales service system, so that rural consumers can buy well

Although the potential is good, during the investigation and interview, the reporter found that there are still some difficulties in the process of going to the countryside in the new round of home appliances. Have peace of mind.

On the one hand, the county and township markets need to improve the after -sales service system and further enhance the consumption experience of the home appliances.

"Home appliances after -sales support services are a weak link in the sinking market." Jiang Feng introduced that the current home appliance after -sales service is generally responsible for the enterprise during the warranty period. After the warranty period, the after -sales issue has become a big pain point for consumers. Disease -free repair, minor illness repair, long -term price ... some home appliances after -sales repair routines have made consumers miserable, and they have also damaged corporate reputation.

"Although buying home appliances online is cheaper and fast, it is not convenient after sale, and it is difficult to install and repair." Gong Yinghua said that some home appliance categories do not support cross -regional sales. Sometimes you can buy products across regions. No bottom.

As the upgrade of smart home appliances is becoming faster and faster, it is foreseeable that consumers' demand for the experience of the home appliance after -sales service will be stronger. In this regard, "Several Measures" clearly proposed that the implementation of appliances after -sales service improvement operations, leading the company through cultivation of after -sales service, promoting measures to enter the community, mall, and platforms such as shopping malls, and platforms to effectively improve the current chaos and allow consumers to enjoy High -quality and more intimate after -sales service.

On the other hand, to promote a new round of home appliances to go to the countryside, it is necessary to continue to make efforts on the recycling and utilization of waste appliances to eliminate the worries of the update of home appliances.

"The old home appliances at home are not easy to use, and it can only be treated as waste." Liu Feng told reporters that although I want to change more new home appliances, how to deal with the old home appliances in the home has always been a headache. Essence

Data show that in 2021, my country's major electrical electronic products theoretical newspapers were about 208 million units, but the overall recycling process of waste electrical electronics products was only 87 million units, and recycling treatment was facing great pressure.

The new round of home appliances go to the countryside, and it is the main force to change the new. "The problem of difficulty in dealing with old home appliances has affected consumers' new willingness to a certain extent." Jiang Feng analyzed that in the past, home appliance manufacturers mainly fulfilled the responsibility of producers through payment of funds. The home appliance manufacturer basically did not participate in the recycling work, which was not conducive to the incompleteness, which was not conducive to the incomparable work, which was not conducive to the fact that it was not conducive to Form the green ecological closed loop of home appliances. The "Several Measures" emphasizes the implementation of the responsibility system for recycling, and requires home appliance manufacturers to directly participate in the recycling and dismantling process of waste appliances. Strong support. According to reports, in 2022, 6 companies such as Haier, Gree, TCL, Changhong, Midea, Hisense reported to regulate the large number of recycling TV, refrigerators, air conditioners, and washing machines reached 17 million units. 1/5.

"After the" Several Measures "are issued, different subsidy, operating mode and operation standards may occur during the implementation process." Jiang Feng suggested that relevant departments should promptly issue supporting measures and specific guidelines to continue to improve the green smart home appliance standard system system Promote the standardization of installation and maintenance services, improve the standardization of operational subsidies, etc., so that the favorable policies will benefit consumers, and effectively promote the expansion and upgrade of home appliances consumption.

(Editor in charge: Chang Shuai Shuai)

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