Not long ago, with the introduction of the Action Plan for Promoting Large-scale Equipment Renewal and Consumer Goods, various forms of exchanging old for new home appliances were launched in various places. At present, home appliances for the new development of the situation how? How to further release the consumption potential of the home appliance market in the future? To this, the reporter undertook an interview.
Home appliances “welcome the new” lift upsurge
“Top subsidy of 5,000 yuan” and “payment immediate reduction of 10%”. On the morning of May 27, walking into the Suning store near the South Third Ring Road of Beijing, you saw a striking “trade in old for new” poster.
“Cooking porridge, cooking, hot rice, porridge… this rice cooker looks stylish, small and delicate, and low-sugar rice function, is particularly friendly to us elderly people.”Not long ago, Wang Haili, who lives in Fengtai District of Beijing,” planted grass ” with a smart rice cooker in her neighbor’s house, but the price is high and she has not been willing to buy it. I heard that the recent store is engaged in activities, after 10 o’clock in the morning, Wang Haili and her husband went straight to the “target”, “1499 yuan, this price is several hundred cheaper than usual, very cost-effective”.
That morning, there is also a “harvest” and Xu Meng.”The original air conditioning in the bedroom has been used for nearly 10 years, not only the cooling and heating effect is not as good as before, but also cost electricity.”While the home, Xu Meng, who lives nearby, accompanied by her best came to buy a new air conditioner.
“This air conditioner is particularly energy-saving, taking more than two hours to use a kilowatt-hour of electricity. According to the user’s needs, it can also set the less cooling mode.”Soon, in the store shopping guide under the demonstration of the introduction, Xu Mengxi in a no wind sense cabinet machine, decisive action.”In addition to the superposition of various discounts, their old air conditioning can also participate in the old for new activities, worth more than 600 yuan.”Only 6 pay 029 yuan can take the original price of 9599 yuan of air conditioning, Xu Meng is very satisfied.
“Welfare” continues to increase, the home appliance market is ushered in a round of old for new theme of consumption boom. According to the May Day consumption report released by JD Electric Appliances, residents’ new lifestyle consumption and consumption brought by the old for the new dominated the consumption of 3C home appliances during the May Day holiday. From May 1 to 5, the transaction volume of JD increased by 59% year on year. Among them, home appliances through the sales contribution of the new doubled.
Haier wisdom home China retail general manager He Haifeng introduction, from the user experience, service ability, resource security and recycling ability four aspects comprehensively promote high-end home appliances in new, lock refrigerator, TV, air conditioning, washing machines, such as 14 big category, provide users with new coupons, residual value, old user integral triple subsidies preferential activities, during the period of “51″ this year, haier overall retail sales rose 8.8%.
Enterprises are in action, while local governments offer plans, funds and policies to continuously promote the in-depth development of old appliances for new.
Chongqing issued the Implementation Plan of “Aishang Chongqing” Consumer Goods for old for New, which is expected to form a subsidy scale of over 2 billion yuan; Guangdong Province finance allocated 370 million yuan to support the old for new activities; Hubei strives to realize 1 million old home appliances for new units this year…
“After decades of development, the number of major categories of home appliances in China has been basically saturated. With the improvement of living standards, people begin to pursue a more convenient, comfortable, personalized and intelligent quality of life, but also put forward higher requirements for home appliances. Below this situation, promote a new round with old home appliance to change new coincides with the right time.”Said Xu Dongsheng, vice chairman of the China Association of Home Appliances.
Green intelligence is becoming a trend
In the new round of home appliances to change the old for the new action, which products are the “darling” of consumers? The answer is green, intelligent home appliances.
Recently, taking advantage of the “6 · 18″ big promotion, Wang Hui, who lives in Nanjing Xuanwu District, bought a long-awaited intelligent dishwasher from the Internet.”The superposition platform of various preferential policies and old trade-in policies, the actual cost of more than 5,000 yuan.”Although the price exceeded her psychological expectations, Wang Hui still took the order.” When I thought of having to put POTS and pans into the dishwasher after dinner, you can play with my children, read or watch TV series, I feel the money is not spent in vain.”
“With the progress of science and technology, consumers’ demand for home appliances has gradually shifted from a single practicality to green, intelligent and healthy.”He Haifeng said.
On April 28, in response to the national policy call, Gree Electric Appliances invested 3 billion yuan to launch the campaign of exchanging old home appliances for new ones. The person in charge of Gree Electric Appliances told reporters that from the recent old for new situation, consumers show more strong interest in intelligent and health home appliances. For example, in view of the problem of direct air conditioning, the sales of air conditioners equipped with distributed air supply technology have increased significantly recently. For another example, in terms of washing machine, Gree launched new second-generation heat pump washing machine and Zhiplatinum washing oven in the direction of high-end fabric washing, which can meet consumers’ needs for clothing washing and care in one machine, which is deeply loved by young consumers.
According to the data of Owei Cloud network, the penetration rate of green smart products in the home appliance industry has increased under the stimulus of the old smart products for the new policy. From the results, during the May Day promotion period, the proportion of core air conditioners, refrigerators, washing machines, energy efficiency and smart products has increased significantly.
“After years of development, China’s home appliances have gone through the stage from scratch, consumers are from the pursuit of’ have ‘to pay attention to’ good ‘, the future intelligent, green home appliances consumption potential is huge.”In Xu Dongsheng’s opinion, the old for new is not just for new products and new models, but to provide” new value ” for the market and users, such as updated functions, higher energy efficiency, higher appearance level design, better and more intelligent experience.”We will help consumers upgrade the functions and performance of home appliances by exchanging old ones for new ones, so as to better meet the people’s yearning for a better life. Therefore, exchanging the old for the new will still be one of the main lines of the long-term development of China’s home appliance market.”Xu said.
The results are beginning to be strengthened
China’s home appliance sales rose 9.3 percent in April, 2.3 percentage points faster than in March, according to the latest data from the Ministry of Commerce. The effect of the old for new home appliances has initially appeared.
And that’s just the beginning. At present, China’s home appliance market has moved from “incremental era” to “incremental and inventory era”.
“At present, the number of home appliances in major categories in China has exceeded 3 billion, and the recycling amount of waste home appliances and furniture in China has increased by 20% every year. At this time, the launch of the old for the new action is a rare opportunity for both the home appliance industry and the renewable resources recycling industry.”Gree Electric Appliances concerned responsible person said.
In the view of the industry, the service life of household appliances is generally 8 to 10 years. At present, the stock of household appliances in the society is entering a new round of scrap peak, and the demand and potential of renewal are great. According to relevant estimates, after the launch of a new round of old home appliances for new, the increase of old for new in the next three to 5 years is expected to exceed 50%, creating a consumer market space of 100 billion scale.
However, in order to change the old home appliances for the new “beautiful scenery” into “real scene”, it is necessary to further improve the waste home appliances and other renewable resources recycling system, get through the blocking point, so that consumers get real convenience and benefits.
In order to make more waste home appliances find a “good home”, He Haifeng suggested that the subsidy of the new machine with the old for the new should be associated with the compliance disposal of the old machine, the whole process of the old machine should be traced, and the whole link should be realized after dismantling the factory and transferring the disassembly vouchers.
“Circulation channels have the advantage of being close to consumers. Enterprises can take away old home appliances at the same time as selling new home appliances, which is the lowest cost and most efficient recovery method.”Xu Dongsheng believes that to solve the” last mile ” recycling problem, on the one hand, we should encourage home appliance sellers to actively participate in the recycling link; on the other hand, we should clarify the responsibilities of producers, sellers, consumers and recyclers. In addition, the punishment for illegal dismantling should be increased, encourage consumers to choose regular recycling channels, and provide more support for the recycling of waste home appliances, such as storage sites.
To this, Gree Electric Appliances concerned responsible person deeply agreed.”At present, the consumer demand for old appliances for new ones has increased significantly, and the second-hand home appliances market is gradually expanding, but personal private demolition is very common.”The person in charge said that the private demolition cost is low, low entry threshold, easy to pollute the environment, but also easy to lead to waste home appliances can not be effectively recycled and reuse. In the face of the recycling and dismantling of waste home appliances, enterprises should actively practice producer responsibility, effectively monitor the whereabouts of waste home appliances, and try to reduce the outflow of old home appliances; the government should also strengthen supervision, increase the punishment for individuals or enterprises with environmental pollution and violent dismantling, and jointly build a green industry environment and social environment.
