Home appliances to the countryside to achieve sales of nearly 660 billion yuan

The home appliances to the countryside policy has been introduced more than three years ago, while bringing huge economic benefits to the household electrical appliance enterprises, it has stimulated the demand for rural consumption. By the end of September this year, the cumulative sales of home appliances to the countryside had reached 275 million units, achieving sales near the end of this year. The 660 billion yuan has played a significant role in expanding domestic demand.

Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, said recently that by estimating the number of durable consumer goods per 100 households in rural areas, washing machine sales in 2007 increased by 24% from 2007, refrigerators increased by 73%, and air conditioners increased by 187%. The number of home computers increased by 180% and that of mobile phones by 75%. Under the policy subsidy, more and more rural people were able to enjoy durable consumer goods and increase their own material consumption levels.

However, after many years of vigorous promotion, the policy of household appliances to the countryside has significantly weakened the consumption stimulus function of China's rural household appliance market. Market overdrafts, overcapacity, and other problems have gradually emerged. According to industry sources, the exit of home appliances to the countryside has been expected. Many home appliance companies have made adjustments in their product structure, and high-end products that enjoy energy-saving subsidy policies have become business priorities. It is reported that many companies have 3-6 months ahead of schedule. About the time to adjust the product line to digest the "home appliances to the countryside" corresponding model product inventory, and most of the product model planning to the direction of high energy efficiency.

According to reports, the Ministry of Industry and Information Technology organized a symposium on follow-up policies on home appliances to the countryside and trade-in for new products, and recognized the effectiveness of the home appliance replacement policy and the home appliance trade-in policy, and provided suggestions for follow-up policies. Industry insiders anticipate that the current energy-saving subsidies policy may be overweight in the context of expanding domestic demand and become the focus of future policies.

Chang Yong, general manager of Changhong Multimedia Global Brand Center, said that if the follow-up energy subsidies policy can be followed up in a timely manner, corporate marketing management will be more simple and sales will not be affected.

Zhao Ping said that expanding policy spending includes two aspects: First, how to increase consumer income levels and increase purchasing power. Second, under conditions of certain purchasing power, consumers should be able to rationally arrange consumption expenditures so as to enable sustainable long-term consumption growth. . She suggested that home appliance companies should not rely too much on policy subsidies, but should increase their input to speed up the upgrading of their own products. It is a good development direction to promote the upgrading of consumer structure through science and technology. If only relying on spending policies or subsidies to make more consumer spending is a misunderstanding of expanding policy consumption.