Home appliances to the countryside to calmly call off energy-saving subsidies for the New Deal relay

As of November 30 this year, Heilongjiang Province has stopped implementing its home appliances to the countryside policy for four years. Looking back, how did the policy of home appliances to the countryside bring us practical effects? How will the home appliance market develop in the future?

Before and after the policy of home appliances going to the countryside expired, the reporter concentrated on visiting some home appliance markets in Harbin. It was discovered that for the implementation of the four-year subsidy policy for home appliances to the countryside, the home appliance market was relatively flat and the consumer performance was relatively calm. To catch the last wave of buying the surge, did not send the regret of not catch up with the last train, through interviews, the reporter learned the reason.

13% temptation to end the market reaction calm According to the “Notice on Stopping Execution and Other Related Issues after the Home Appliances Going to the Countryside Policy” issued by the Ministry of Finance website, local sales enterprises of home appliances to the countryside must supervise the original subsidiary sales outlets to immediately withdraw the “home appliances”. The “Dongxiang designated store” logo removed all propaganda materials related to home appliances to the countryside, and cancelled home appliances to rural areas (counter counters). During the visit, the reporter found that although the signs for some shopping malls "home appliances to the countryside designated stores" have not been removed, there are no signs of home appliances to the countryside in home appliances stores. A salesperson in Zhengyang Home Appliances TV Zone in Nangang District, Harbin City, said that they had been notified as early as 30 days that the subsidy policy for home appliances to the countryside had ended on the 30th. Consumers would no longer receive a 13% subsidy when purchasing home appliances. . When a reporter asked whether the home appliances to the countryside policy had an impact on sales performance, the salesperson said that after all, the policy of home appliances to the countryside was aimed at groups with rural hukou, while urban residents did not enjoy this policy, so before and after the home appliances to the countryside policy ended. There is no obvious change in sales performance. The reporter learned about the same situation in the refrigerator and washing machine sales area.

It was once described that the policy of home appliances going to the countryside is a feast for rural families. One account is a subsidy, and the home appliances to the countryside policy has allowed many rural families to bring home appliances back home to increase their spending power. Gradually narrowing the development gap between urban and rural areas has played a catalytic role. For the calm attitude shown by consumers, there are people in the industry who say that the policy of home appliances to the countryside has played its role, and the home appliance consumer market is basically saturated with the consumption of medium and low-end home appliances. According to the data of the Ministry of Commerce, as of the end of October 2012, the country had sold 283 million home appliances to the countryside, achieving sales of 681.1 billion yuan. From January to October this year, Haier Group, Gree Group and Hisense Group ranked the top three in sales of home appliances to the countryside. Relevant statistics show that the number of color TVs owned by rural households per 100 households in China has exceeded 100, and the number of refrigerators and washing machines per 100 rural households has exceeded 60. All data points to a center, and home appliances to the countryside has played its role.

Manufacturers sales reached the expected urban consumer targeting high-end media reports, in mid-September, the Ministry of Industry and other departments had organized the company to discuss the continuation of home appliances to the countryside policy, Haier, Hisense, Midea, Gree and other home appliances to the countryside policy implementation of mainstream appliance manufacturers have indicated Opposition, the reasons are mostly concentrated in the previous few years, the policy has already reached the expectations, and under the policy pull over the market, it is more difficult to sell products now. More businesses believe that the price of many successful bids for home appliances to the countryside is low, which is not conducive to manufacturers pushing high-end products. When the reporter interviewed some manufacturers of Harbin home appliances to the countryside, most of the company's heads of officials also acknowledged that the policy of home appliances to the countryside did allow companies to earn a lot of revenue in sales.

According to the policy on home appliances to the countryside, a rural household can buy a color TV, refrigerator, washing machine, air conditioner, and other products for subsidies within 4 years. There are 10 kinds of successful products in our province's home appliances to the countryside. Farmers purchase these successful products and will be subsidized by the state's finances at a direct price of 13% of the sales price of the products. Among them, the maximum subsidy for washing machines is 260 yuan, 465 yuan for color TVs, and 325 yuan for refrigerators. But there are also many consumers who report that there are many hard constraints on home appliances to the countryside. For example, the winning bid products are generally guaranteed by the quality of the market. In the middle and low price products of brand-name products, if the home appliances selected during the purchase are not within the scope of the successful products, such as high-end machines in the color TV brands, and such as luxury on-door refrigerators, they will not enjoy subsidy policies for home appliances to the countryside. And because the home appliances to the countryside policy is oriented towards rural families, the performance of urban residents is even more mundane. The reporter interviewed a citizen who lived in the area of ​​Qingbin Road in Nangang District, Harbin City, in a home appliance store. He said that the city residents and their eager minds wondered how to enjoy the subsidy for home appliances to the countryside. It would be better to pay more attention to which business stores and other promotions came from. really.

The staff of a home appliance store in Gogolli Street, Nangang District, Harbin City, said that in fact, consumers would not buy a home appliance that they did not want to buy because they had a subsidy of several hundred yuan, and they wouldn’t have a few hundred yuan in subsidies. Do not buy just needed home appliances. In other words, the household appliance market is a consumer market. Market competition depends on market regulation and will not be completely influenced by policies.

Follow-up policy introduced energy-saving leads the market reporter found in the visit, Harbin's home appliance shopping malls have put up a marketing card for home appliances to the countryside, but they still have a trump card in their hands, that is, energy-saving subsidies. Recently, the reporter found during the visit, in home appliances stores, such as color TVs, refrigerators and other home appliances are labeled with energy-saving subsidies, such as a color TV was affixed with a 400 yuan energy-saving label. In fact, energy-saving subsidies are not just implemented. In May this year, the state launched a total of 25.6 billion yuan for a one-year energy-saving allowance for home appliances. The Ministry of Finance announced the provisions of the Energy Saving Subsidy Regulations. From June 1 this year to the end of May next year, consumers can enjoy policies for purchasing fixed- and secondary-level energy-efficient constant-speed, variable-frequency air conditioners, and an energy-efficient LCD or plasma TV. Subsidies and subsidies are determined according to product type, energy efficiency index, size, etc., with air-conditioning at 180-400 yuan per unit, and color TV at 100-400 yuan per unit. According to industry insiders, this policy is the same as home appliance trade-in, and the policies introduced by the government to promote home appliances companies to stimulate domestic demand not only benefit consumers, but more importantly guide the development direction of home appliance manufacturing industry. The smaller proportion leads to no significant effect after the implementation. However, the reporter learned from the interview that many manufacturers began to actively adjust the product structure after the implementation of the energy-saving subsidy policy. Currently, the market share of energy-saving products has increased significantly, and some brand energy-saving products account for 70% to 80% of the total product volume. This provides support for merchants to use energy-saving subsidies. It can be said that the energy-saving subsidies have been advanced to make up for the loss of customers after the home appliances to the countryside have ended. During the visit, the reporter found that many salespeople have begun to use energy-saving subsidies as a marketing tool, and actively informed consumers of the simple procedures for receiving energy-saving subsidies. Unlike the cumbersome process of receiving subsidy payments for home appliances to the countryside, they do not have to look at accounts to obtain energy-saving subsidies. product. However, the reporter noticed that most home appliances labeled with energy-saving subsidies are domestic brands, and some foreign brands, especially high-end machines, have almost no energy subsidies.

For the future policy direction after the home appliances to the countryside has ended, the Ministry of Commerce is not yet clear, but it is said that the policy of promoting consumption in the future may no longer be limited to automobiles, home appliances and other products, but more concerned about the introduction of feasible services Consumption policy.