The "Action Plan for Promoting Large-Scale Equipment Updates and Trade-in of Consumer Goods" was recently released, proposing to promote the replacement of home improvement consumer goods. Through various methods such as government support and corporate profit sharing, residents are supported to carry out partial renovation of old houses, kitchens and bathrooms, etc., continue to promote the aging-friendly renovation of homes, and cultivate new consumption such as smart homes.
What is the current trade-in situation for home improvement consumer goods?
Renewal of home improvement consumer goods Home improvement companies actively participate
The beginning of spring is the decoration season. The reporter visited the home building materials markets in various places and found that residents were most concerned about the subsidy for trade-in.
Some customized furniture companies are also trying to launch one-stop services to respond to the latest policies.
In addition to the trade-in of customized furniture of the same brand, some Internet technology companies have launched one-click upgrade and trade-in measures.
Zhang Yongkui, head of major appliance services at JD Home Appliances and Lifestyle Business Department: We provide "three free and four unlimited" services, free of door-to-door fees, free of dismantling fees, and free of shipping costs. There are no restrictions on purchase channels, no restrictions on use years, and no restrictions on purchase channels. Limited brands, unlimited products, same high-quality fixed-price model.
Second-hand trading platforms have also launched some point redemption policies in a timely manner to attract more young people to join the trade-in army.
Li Yong, general manager of the Industry Development Center of a second-hand trading platform: We have been promoting a carbon points system. On this system, every time a consumer trades in an old one for a new one, it can be converted into some points, and these points can be used to replace some Goods for daily use.
Partial renovation and replacement of large parts face difficulties and pain points
At present, the details of the trade-in policy have yet to be released. Although furniture and home furnishing companies are actively deploying, consumers still have some difficulties and pain points in replacing old home building materials and furniture and home decoration with new ones.
In the past two days, Mr. He, a Wuhan citizen, wanted to get rid of the old sofa and coffee table at home in order to free up activity space and storage space in the living room for his children and family.
Mr. He's troubles are not unique. Many citizens are faced with the embarrassment of having "no place to go" for large old furniture such as mattresses, sofas, tables, etc. Some people simply choose to throw them away.
The service life of mattresses is 8 to 10 years. The internal materials of mattresses that have expired will age and accumulate mites and bacteria. However, it is difficult to move a two-meter mattress, a group of sofas, and a solid wood bookcase downstairs. , let alone going to the mall to trade in old ones for new ones.
According to statistics, at present, about 70% of Chinese urban households have kitchens with an area of 7 square meters. In the small space, old kitchen building materials, outdated kitchen appliances, numerous sundries, and awkward circulation lines are all the reasons for replacing old kitchen materials with new ones. pain points.
Accurately matching needs to continuously expand aging-friendly transformation channels
There are currently some pain points and difficulties in kitchen and bathroom renovation and disposal of bulky waste, and aging-friendly renovation of home furnishings for the elderly is also urgent.
Aunt Wang and her husband live in Jiangpu Road, Yangpu District, Shanghai, and have lived here for twenty years. Many of the furniture and decorations in the house are inconvenient for the elderly. After falling in the shower, Aunt Wang made up her mind to renovate the bathroom. Big makeover. Shanghai is currently launching an aging-friendly home environment renovation project to provide key assistance to all families of the elderly, incapacitated, and disabled elderly people who are included in the special poverty support and establishment of records. Aunt Wang's family just meets the regulations.
Aunt Wang, a Shanghai citizen: The faucets have been replaced, and handrails and bathing stools have been installed. An handrail has been installed in the toilet, and non-slip floor tiles have been replaced. They also received a subsidy of 3,000 yuan.
The reporter learned that the elderly’s need to replace old homes with new ones is not only due to safety considerations, but also new demands for smart homes.
Big policies in the trade-in market are expected to boost existing demand
Household consumption covers many fields such as home appliances, furniture, home textiles, home decoration, etc. It is both a daily necessity and an improved commodity with a broad market space. Experts believe that based on existing policies, how can the government better meet the needs of the people and how can companies provide them? Better products are the focus of the future.
From the perspective of policy deployment, through government support, corporate profit sharing, etc., consumers can reduce replacement costs and increase willingness to replace, thereby effectively stimulating market vitality and consumption potential.
Liu Wenjie, Vice President of the China Household Electrical Appliances Service and Repair Association: There are currently 180 million housing units in our country, of which about 80 million were before 2010. If they are installed once every 10 years, the reinstallation rate is about 5%. If you calculate more, it means that 5 million old houses need to be renovated every year.
Li Yong, general manager of the Industry Development Center of an Internet second-hand trading platform: The current transaction size of the second-hand industry has reached 3 trillion, and it continues to grow at a growth rate of 20% every year.
Home consumption involves many fields, has long upstream and downstream chains, and is large in scale. It is an important part of bulk consumption. At present, the existing renovation demand in domestic software and bathroom industries accounts for less than half, and the proportion of customized categories is even lower. Now that policy support has increased, it is expected to further boost demand for existing renovations. All localities should increase publicity and guidance, enhance the public's awareness and discernment of home renewal, and launch integrated product and service solutions.
(CCTV reporter Yang Litian, Ji Lelelingshu, Liu Xiaofan, Zhejiang Station)