High-end appliances into new growth points

In recent days, home appliance manufacturers invariably viewed high-end as a breakthrough in the rescue of the market: Samsung recently launched a 75-inch ultra-large-screen TV with a listing price of 59,999 yuan, targeting high-end audiences and audiophiles; Konka launched during the 11th. The largest ultra-high-definition TV in the country, 84-inch 4K and 2K ultra-high-definition televisions, is the largest ultra-high-definition TV in the country. In the field of refrigerators, the high-end product lines such as Haier Casa Imperial, Midea Fandi, and Changhong Athena have all completed a systematic layout.

Zhu Jun, deputy secretary-general of the China Household Electrical Appliances Association, stated that with the gradual increase of the income level of Chinese residents, consumer demand for high technology, intelligence, energy conservation and environmental protection has gradually increased, and new market demand has started. Although there is no possibility of substantial growth in the home appliance industry in China in the short term, high-end home appliances will still maintain rapid growth.

According to statistics from the National Information Center, in 2011, the retail sales of inverter air conditioners, three-door refrigerators, and drum washing machines accounted for 16%, 16%, and 20%, and retail sales accounted for 22%, 41%, and 39%, respectively. The year saw a rapid increase. Zhu Jun believes that in the long term, high-end home appliances will still maintain a rapid growth rate, and energy-saving subsidies will be the direct driving force for the development of high-end home appliances.

Affected by many factors such as the slowdown in overall domestic economic growth, slow recovery of overseas economy, continued real estate regulation, and withdrawal of existing home appliance stimulus policies, China’s home appliance market will show an overall downward trend, but with the country’s 26.5 billion yuan energy-saving products benefiting people’s projects Launched, it is expected that the sales of household appliances will increase by 5%-10% throughout the year. Different from home appliances to the countryside and other policies, this round of promotion emphasizes innovation, based on energy efficiency, and focuses on building high-end products with class 1 and 2 energy efficiency, effectively alleviating the many resistances of high-end products in the early stage of promotion, and improving consumer purchases. The enthusiasm of high-end energy-saving products will continue to drive the market share of high-end energy-saving products by July next year.

In addition, the opening of an international high-end exhibition has created a virtuous development cycle for high-end product markets. In March of this year, the China Household Appliances Expo sponsored by the China Household Electrical Appliances Association successfully hosted the first phase of the China International High-end Consumer Electronics Show, providing the best stage for high-end home appliances. It is reported that the new phase of the China International High-end Consumer Electronics Show will be unveiled in Shanghai in March 2013 and will be displayed as a sub-exhibition during the China Home Appliances Expo. The high-end home appliance exhibition will allow consumers to become familiar with the characteristics and advantages of high-end products. Zhu Jun said: "Innovative companies and leading companies will get more consumers and orders, which will enable home appliance companies to further optimize the product mix, increase research investment, and promote high-precision, high-efficiency energy-saving products."