The executive meeting of the State Council held on July 29 proposed to encourage local governments to provide appropriate subsidies or loan discounts for green smart home appliances and green building materials.
The Ministry of Commerce and other 13 departments have recently issued the "Notice on Several Measures to Promote the Consumption of Green and Smart Home Appliances", deploying the nationwide "trade-in" campaign for home appliances and promoting green and smart home appliances to the countryside.
What are the characteristics of the home appliance consumer market at present?
How to better meet people's consumption upgrade needs for low-carbon, green, smart and fashionable home appliances?
The reporter conducted an interview.
Online and offline integrated development, high-quality home appliances are popular
"This air conditioner is smart and energy-saving, so it's worth buying." Recently, in the Gome Shuixie Huadu store in Qingyunpu District, Nanchang City, Jiangxi, consumer Chen Leijun fell in love with an inverter air conditioner.
It is equipped with an intelligent light-sensing system, which can automatically reduce the wind speed and turn on the no-light-sensing sleep mode according to the detected indoor state.
"If you buy home appliances with energy efficiency grades one or two, you can enjoy energy-saving subsidies ranging from 200 to 800 yuan." Liu Jun, manager of Shuixie Huadu Store, said that although the price of the same brand of air conditioners with first-level energy efficiency is lower than that of third-level energy efficiency Slightly higher, but it can save a lot of power consumption, which is still very cost-effective.
Home appliances are important bulk consumption.
In 2021, the scale of my country's household appliance consumption market will be close to 900 billion yuan, basically returning to the level of 2019 before the epidemic.
In recent years, household appliance consumption has shown the following characteristics:
More variety.
"The varieties and brands of household appliances are more abundant, and the consumption of traditional large household appliances and innovative small household appliances has maintained a good development trend." Wang Yun, deputy director of the Institute of Foreign Economics of the China Academy of Macroeconomics, said that as consumers pay more attention to the quality of life, various Innovative household appliances such as zoned washing machines, integrated hot water purifiers, floor washing machines, etc. are booming; home appliances adapted to different age groups, such as mini-small appliances favored by young groups, have also become consumption growth. hot spot.
Channels are more integrated.
Online and offline integrated development, online consumption has gradually become the mainstream.
In 2021, online channel retail sales will account for 52.9% of the overall home appliance market, accounting for more than 50% for two consecutive years.
The online penetration rate of important household appliances such as color TVs and washing machines has exceeded 50%.
In particular, people's consumption habits are migrating to "instant delivery".
According to the introduction of Meituan Takeaway, since July this year, the sales of digital and energy-saving small home appliances on Meituan Takeaway has increased by nearly 80% year-on-year. Among them, digital small home appliances such as body fat scales, speakers, and smart bracelets rank among the top sales in related products. .
Green, smart and healthy products are more sought after.
"On the one hand, people are more and more interested in household appliances with labels such as health, hygiene, and safety, and the categories of small household appliances such as sweeping robots, vacuum cleaners, dishwashers, and massagers have grown significantly; The rapid growth of the group, the improvement of technological progress and the improvement of the level of informatization, the demand for high-quality, high-end home appliances is also increasing day by day. Correspondingly, the home appliance market is upgrading in the direction of intelligence, greening, and high-end, intelligent control, remote monitoring, voice New functions such as interaction are gradually becoming popular," said Fu Yifu, a senior researcher at Xingtu Financial Research Institute.
Activating the stock market and developing the incremental market
According to incomplete statistics, in 2021, the production volume of major electrical and electronic products such as televisions, refrigerators, washing machines, air conditioners, and computers in my country will reach 1.065 billion; at present, the number of household appliances in my country exceeds 2.1 billion.
"At present, my country's household appliance consumption market has entered a stage of steady growth, especially in the consumption of major household appliances, more is to replace and upgrade consumption rather than popularize consumption." Wang Yun said that multiple measures should be taken from the perspective of promoting the sustainable development of consumption. .
Based on the fact that the overall growth rate of the traditional home appliance industry has slowed down and the market has shifted from the incremental market to the stock market, all parties are striving to make up for the shortcomings of the home appliance market, break through the blockages of home appliance consumption, and promote the development of home appliances and related upstream and downstream industries.
——Optimize supply to meet upgrade demands.
"As long as you move your finger and press the start button, you can sweep, mop, and wash the mop." Recently, Li Longqi, who works in Beijing, purchased an intelligent Roborock G10S robot vacuum for his parents in his hometown in Yantai, Shandong.
On the day of the "618" mid-year promotion this year, the sales of Stone Technology exceeded 200 million yuan.
"Though new smart home appliances such as sweepers and washing machines are small, they involve a wide range of technical fields and require continuous updating and iteration to meet user needs." Chang Jing, chairman and CEO of Stone Technology, said that more resources should be invested in scientific and technological research and development , continue to break through technical problems, launch more high-quality products, and promote the development and upgrading of the home appliance industry.
——“Trading old for new” stimulates enthusiasm for consumption.
"Taking advantage of the discount in the shopping mall, I just replaced the old air conditioner at home, and the after-sales staff will deliver it to the door and install it. The new home appliance brings new quality of life." A few days ago, Li Yuehua, a resident of Jinjiang Town, Yujiang District, Yingtan City, Jiangxi Province, came to the town. I bought a 1.5-horsepower first-class energy-efficiency inverter air conditioner in the Siping Electric Yujiang store.
According to the policy of "real money and silver to promote consumption" launched by the Jiangxi Provincial Department of Commerce, she first received a 300-yuan electronic consumption coupon on the Alipay platform; according to the "trade-in home appliances" method, the old air conditioner was discounted by 260 yuan.
In the end, Li Yuehua spent 2,340 yuan to buy back the new air conditioner with the original price of 2,900 yuan.
At present, relevant departments, industry associations, e-commerce platforms, and home appliance production, circulation, and recycling companies and other entities are actively carrying out home appliance "trade-in" activities to awaken new ideas, exchange for new products, and bring a new look to life.
On April 26 this year, the "Hundred Cities, Thousands and Ten Thousands of Home Appliances, Benefiting the People, Renewing the Old and New Trends" event hosted by the China Household Appliances Service and Repair Association was launched nationwide, and many home appliance companies "tailored" to create high-quality services and preferential programs.
——Home appliances go to the countryside to develop the "blue ocean" of the county.
Fu Yifu said that the main incremental space for home appliance consumption is increasingly coming from cities, counties, towns and rural areas below the third tier. overall market.
On the one hand, many regions actively guide enterprises to focus on county towns and towns to transform and upgrade service outlets such as home appliance sales networks, warehousing and distribution centers, and at the same time encourage home appliance production and distribution enterprises to develop green and smart home appliances that meet the characteristics of the rural market and the consumption needs of the elderly. .
During the "618" mid-year promotion this year, the Pinduoduo platform has helped green smart home appliances go to the countryside through various measures such as consumption red envelopes and logistics subsidies.
During the event, the number of official flagship stores of the brand increased by 182% year-on-year, and the number of products increased by 264% year-on-year. Many consumers bought their favorite electrical appliances.
Strengthen the recycling and utilization of waste household appliances and promote the consumption of household appliances renewal
I walked into the Tangshan Waste Home Appliances Dismantling Base of China Re Resources and Environment Co., Ltd., a subsidiary of China Supply and Marketing Group, located in Yutian Economic Development Zone, Hebei. In the rumbling dismantling workshop, more than 10 dismantling production lines such as refrigerators, air conditioners, washing machines, etc. At full capacity, these dismantled recyclables will be transported to downstream production enterprises for recycling.
While the consumption of green smart home appliances is accelerating and expanding, it means the elimination of a large number of traditional home appliances.
Data show that in recent years, the average annual scrap of home appliances is about 220 million units, an annual increase of about 16%.
At present, the recycling of waste household appliances in my country has problems in the industry such as small recycling scale, unsmooth channels, and repeated prohibitions on private demolition.
To this end, relevant departments continue to introduce relevant policies, accelerate the construction of waste material recycling systems in various regions, and actively carry out recycling target responsibility system actions by home appliance manufacturers.
Actively carry out household appliance recycling.
The supply and marketing cooperative system guides the affiliated recycling and dismantling enterprises to cooperate with home appliance production and sales enterprises, actively undertakes the target recycling tasks of Haier, Midea and other manufacturers, and jointly develops the "trade-in" business with the e-commerce sales platform.
Guide all types of recycling entities affiliated to actively use Internet information technology, promote the "Internet + waste home appliance recycling" model, and improve recycling efficiency.
From January to June this year, a total of 13.901 million sets of waste electrical and electronic products, including waste home appliances, were recovered in the whole system.
Efforts will be made to improve the dismantling and processing capacity of waste household appliances.
Give full play to the technical and qualification advantages of leading enterprises in the dismantling and disposal of waste household appliances, and promote the construction of major projects.
In 2021, China Re Resources and Environment Co., Ltd.'s standardized dismantling volume will exceed 20 million units, accounting for about 23% of the national standard dismantling total. The annual approved processing capacity will reach 31.88 million units, and the recycling and processing volume will stably rank first in the industry.
Lead the development of industry standards.
China Renewable Resources Recycling Association has researched and formulated the "Recycling Specifications for Waste Electrical and Electronic Products", which fills the standard gap in the recycling and circulation of household appliances.
"We will continue to give full play to our advantages and take the initiative to build a whole industry chain of home appliance promotion, convenient recycling, and efficient processing, and strive to contribute to the expansion of home appliance renewal consumption and the promotion of green, circular, and low-carbon development." The relevant person in charge of the National Supply and Marketing Cooperative express.
Our reporter Qi Zhiming
Our reporter Qi Zhiming