Small home appliance market slump subsidy policy is difficult to save the banner

First, the products enjoying the policies are not sold well. The Mid-Autumn Festival and the National Day are not connected. The major home appliances stores have launched pre-existing booking doubling, full gifts, triple subsidy for energy-saving appliances, zero bank fees for banking credit card fees, and other benefits. Consumer eyeballs.

"Now everyone pays attention to the quality of life. The use of convenient and fast small appliances not only satisfies our own sense of accomplishment, but also makes us feel more at ease. Therefore, the attractiveness of small appliances has been greatly enhanced." Taitung Gome Appliance Sales Staff introduction said.

However, it is understood that although the China Household Electrical Appliances Association had already launched small household appliances and kitchen subsidy activities as early as August, the sales of small household electrical appliances that enjoyed subsidy policies were mostly unsatisfactory. On National Day this day, the sales volume of Gome Appliances in Taitung all the way is twice as much as usual, but it is difficult to explain the effect of policy stimulus, apart from holiday factors.

This is also evident in this trend: The introduction of the subsidy policy for small household appliances is far less powerful than the previous rounds, and even quietly said that many consumers are unaware of this policy.

Second, the threshold is too high to make consumers discourage the Consumer Electronics Association of China Secretary-General Xu Dongsheng said that the current global consumer demand for electricity is sluggish, although the country has introduced home appliances to the countryside, trade-in, energy subsidies and other incentives, but small appliances, kitchen appliances always Not included in the scope of industrial subsidies, the introduction of the "Enterprise Edition subsidy" policy is to promote the consumption of small household appliances, kitchen appliances market.

Today, the 40-day subsidy program has ended, although this is the first time in recent years that China’s home appliance subsidy policy has “favored” small home appliances for the first time, but it is a bit “miserable” to reflect from the market.

Analysis of the reasons is mainly due to the fact that the “threshold” is a bit high, and the purchase of products can provide benefits that are insufficient for subsidies. According to the sales personnel of the five-star home appliance stores, according to the subsidy program, the purchase of small home appliances single product over 500 yuan subsidy 50 yuan, kitchen appliances over 1000 yuan subsidy 100 yuan, single from this point compared to the previous round of preferential policies Look, "shot" is not very spacious.

In addition, it is understood that consumers can only redeem subsidies when they purchase designated products from the "small home appliances, kitchen appliances, and household appliances subsidized designated stores" authorized by the China Household Electrical Appliances Association, and this subsidy program enjoys preferential policy product categories. Some foreign brands with good market reputation and domestic brands did not participate in the activities. These "passive" conditions made this "enterprise subsidies" worse.

Third, the market downturn can not rely solely on policies to stimulate the subsidy preferential activities of small home appliances initiated by the China Household Electrical Appliances Association. It is the first time in the industry that the industry organization advocates the organization of home appliance subsidy activities. The original intention is to attract the attention of the majority of consumers, thus revitalizing the entire Home appliance market sales atmosphere.

With the improvement of people’s living standards and quality, sales of small household appliances have gradually increased, and their market share and profit margin have even surpassed large appliances. "Buying refrigerator TV at home does not change for 10 years and 8 years, and the damage rate is relatively low. Unlike fan and water dispenser, the replacement cost of small home appliances is low, and the potential of small household appliances market is still very large," said the industry insider.

In this context, the Huimin activities that introduced small home appliances and kitchen appliances are not obvious, and the information conveyed is of concern.

From the “Home Appliances to the Countryside” in 2007, to “Old to New” in 2009, and to “Energy Saving Subsidy” this year, in recent years, household appliances industry has been playing “chicken blood” regardless of sales, benefits, or expansion. "General, but with the gradual release of production capacity, the market has been overdrawn ahead of the policy stimulus, and the resulting inventory pressure will be even greater.

“By going out of the market downturn, we should not rely solely on the subsidy policy. Companies should work together to find a way out.” Liu Wei, head of the China Household Electrical Appliances Association, believes that the implementation of the policy will bring about temporary prosperity, but it is also equivalent to Overdue market demand, after the end of the policy, companies need to be self-reliant in order to gain a firm foothold, so as to truly activate the market.