Communication PLUS · Industry Deep | In the second half of the home appliances in 2022: It is expected

Cover reporter Zhao Ping

Entering June, the sales of home appliances gradually showed a sign of heating. In the 618 -year -old promotion, the home appliances ranked first in the industry with a sales of 87.9 billion yuan, boosting confidence in the stabilization of home appliances in the second quarter.

So, in the first half of the year, the home appliance industry, which was "bleak", really could turn around in the second half of the year and usher in a long -lost spring? In this regard, industry people agreed that under the support of national policy and the gradual stimulation of the property market regulation, the home appliance market in the second half of the year is expected to recover and stabilize.

Encourage the old and new and home appliances to the countryside to activate the market through "policy east wind" to activate the market

618 this year, low -carbon smart home appliance consumption has become a highlight. Immediately after the end of June, five departments including the Ministry of Industry and Credit Ministry released the "Guiding Opinions on Promoting the High -quality Development of Light Industry", put forward the consumption of green products and encouraged places with conditions to carry out green. Smart home appliances go to the countryside and change new operations. This favorable policy suddenly came to the east wind, accelerating the rhythm of the recovery of the home appliance industry, and also provided strong support for the recovery of home appliance sales in the second half of the year.

In fact, in the "Opinions on Further release consumption potential to promote consumption to continue to recover" issued by the General Office of the State Council on April 25, it is clearly stated that it focuses on automotive and home appliances to guide enterprises to promote rural promotions and encourage regional regional areas Carry out new energy vehicles and green smart home appliances to the countryside. Subsequently, local appliance subsidies have been issued in various places to promote home appliance consumption by issuing consumer coupons and "replacement of old new", encouraging consumers to replace or purchase green energy -saving appliances.

Since June, consumer vouchers all over the country have entered a climax period, and it is expected to form a round of orgasm in July and August in the second half of the year. At present, mainstream home appliance brands such as Gome, Suning, and Haier have seized the business opportunities brought by consumer coupon subsidies and made new articles on old.

However, from the perspective of the industry, the consumption stimulus policy launched in many places is a prelude to the new round of home appliances to the countryside. After the guidance is released, a new round of home appliances will be promoted to the countryside and promotes the specific measures of home appliance companies in green environmental protection and replacement of old -fashioned new aspects.

It is reported that the current growth rate of rural home appliances consumption is faster than the city. According to the "2021 China Home Appliance Market Report" released by the China Institute of Electronics Information Industry, in 2021, my country's home appliance retail scale reached 881.1 billion yuan, of which the sinking market transaction scale reached 277.5 billion yuan, an increase of 8.9%year -on -year, accounting for more than more than more The overall market 31%is much higher than the overall market, which provides a huge market space for the new round of home appliances to the countryside. With the implementation of a new round of home appliances to the countryside, green smart home appliances will replace old appliances, which will not only bring consumption upgrades to rural users, but also promote the transformation and upgrading of the home appliance industry to green intelligence.

The price of raw materials in the property market fell heavy and favored the consumption of home appliances

In addition to the favorable stimulus in the policies, the warming of real estate and the fall of raw material prices have helped recover the recovery growth of home appliance sales in the second half of the year.

It is reported that in 2022, real estate policies are constantly warm and are expected to drive consumption of related industries such as appliances. The property market policy continues to increase, and the new real estate policy has been introduced in many places across the country, including lowered housing loan interest rates, increased provident fund loan quotas, issuing house purchase subsidies, and relaxation conditions. In May, the central bank announced that the 5 -year LPR interest rate was reduced by 15 basis points, and a new round of interest rate cuts opened. Multiple measures are expected to be warmed up in the domestic real estate market, which will drive everyone's demand.

On the other hand, the decline in the price of raw materials is expected to alleviate the cost pressure of the home appliance industry. Data show that on June 17, the average price of the SHFE copper was 70,120 yuan/ton, and the average price of the SHFE aluminum was 19920 yuan/ton, which has fallen by 5.80%and 4.87%from the high on April 25. The latest steel comprehensive price index was 130.74, which has fallen by 8.08%from April 25. Although the price of raw materials is high, it has improved year -on -year. Since May, the price of raw materials has fallen year -on -year, and the price of raw materials has appeared. The recent production price of products out of the product is expected to form profit elasticity.

In addition, in overseas markets, although the growth rate of global economic recovery has slowed down, geopolitical conflicts and other factors have increased export uncertainty, but RCEP officially takes effect, 352 commodities have obtained US tariff exemptions, and the cost of shipping costs are available for small appliances exports. It must be promoted. In the domestic market, with the characteristics of zero oil and low fat and convenient operation, the market heat remains high.

Therefore, we have reason to be confident in the slide of the home appliance market in the second half of the year! The raw materials faced by the home appliance industry are increasing prices, and the external negative factors such as poor sea transportation are gradually weakening. In the context of steady growth, the marginal improvement of real estate prosperity, the release of consumer vouchers and the release of epidemic suppression will promote the improvement of home appliances. Home appliance sales will come out The trough is just around the corner!

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