Although the first half of 2010 domestic appliances market situation is very good for the whole year of steady growth has laid a good foundation, but the second half of 2010, the industry generally on domestic appliances market relatively cautious optimism. China International Consumer Electronics Show (SINOCES) recently held in Qingdao, China Ekon times market research co., Ltd. Chairman Lee Ki-in "China household electrical appliances · consumer electronics brand competence interim evaluation report on the Conference," said: "in General, the household appliances market growth rate will decline significantly is a becoming militarily involved in the trend. ”
Market growth in the first half of
In the first half of 2010, China's home appliance market of different levels of market and major appliances are showing a rapid growth trend. Depending on the country in the Ekon company 560 more of the city and County of nearly 6000 home appliances main stores the results of the calculation of the retail, 2010-1-5 months, China's home appliance market is the total 4394 retail million RMB, an increase over the same period last year by 23.3%. Li Chi Cheung believes that this is a very high growth rates, taking into account the overall market in the first half of 2009 is declining trend, so if you and the market performance of relatively normal compared to 2008, two averaged down, domestic electrical appliances market retail average growth rate of the total is approximately 9%. "This shows that despite the serious impact of global economic crisis, but from the two-year period, China's home appliance market or recovery of a normal growth. We are in an unusual environment, achieving a normal growth rate. "Li Chi hsiang.
His analysis is of the opinion that States a series of economic stimulus measures of implementation, fundamentally improved macro-economic environment. By implementing the home appliance product trade-in of Huimin policies, and actively implement and improve household appliances to the countryside policy, national-level market appliances 1234 sales are in sync, rapid growth situation.
According to statistics, in Ekon company in a secondary electrical appliances market, sales return rapid growth, the vast majority of home appliances sales growth rate in more than 20%. One of the last few years in the doldrums of air conditioning in the first half of this year, the highest growth rate, up to 39%, gas water heater has increased by 33%, an increase of 30% of washing machine, refrigerator has increased by 24%, the growth of color TVs also reached a 23 per cent range hood grew 23%.
But in three or four-stage market, household appliances to the countryside policy effects is still significant, color TV and washing machine replacement refrigerator into three or four-stage market growth of the new engine. According to the company on 2010 Ekon 1 ~ 5 month nationwide county-level city and County of market statistics, washing machine sales grew by 32%, an increase of 31% color television, refrigerator has increased by 18%.
Consumer upgrade pull industrial upgrading
Lee Ki-said: "from the product categories, 2010 home appliances market in or white goods best, so-called white is a refrigerator, washing machine, air conditioning and refrigerator these products, the increase in more than 20%. Black appliances like TV, DVD, phonograph, greet and worry, TV growth speeds up to 30%, but the DVD and phonograph these audio-visual products still in the downlink channel, DVD compared to the same period last year fell by 27%, phonograph dropped 16%. "He believes that consumer upgrade pull the appliance industry's upgrade to enable it to enter into a fast track.
According to reports, the vast majority of Chinese urban market appliances are in a renewal of consumer promotion period. With trade-in policy in 9 provinces and pilot, consumer upgrade speed significantly. At the same time, the Ministry of industry and information technology introduced at the end of 2009 the Ministry of industry and information technology on speeding up our household appliances industry transformation and upgrading of the guidance, the requirements of industry and information technology in all parts of the competent authorities in accordance with light industrial adjustment and revitalization plan of which the appliance industry's overall requirements, speed up the implementation of technical innovation, enhance the ability of independent innovation, optimize industrial structure, promote the brand-building, improving international competitiveness, promote transformation and upgrading of the household appliance industry. In these policy-guided, high-end appliances sales volume growth pattern is rendered.
Depending on the country in the Ekon company to over 400 cities of home appliances market product surveys, 2010-1-5 months, major high-end appliances retail sales year-over-year growth rate of the specific situation is: LCD TV 42% growth, LED TV growth rate as high as 83 times, has just entered the market of 3D TV growth year-over-year growth even more staggering, reach 3394 times, on-door refrigerator sales increased by 91%, high-efficiency inverter air conditioner sales up 7.4 times, drum-type washing machines sales increased by 50%, an increase of computerized rice cookers 49%. It is worth mentioning that, although the entire DVD market has fallen by 27%, but the new Blu-ray DVD but grew by 34 percent.
Lee Ki-said: "in high-growth, high end product for the industry's contribution significantly improved. "According to statistics, 2010-1-5 months, LCD TV sales have accounted for the entire TV sales of 93%, from the point of view, the amount of color television industry can be said that the LCD, which has LED TV contribution share reached 12%, the figure in 2008 only 0.1%. Inverter air conditioner total air-conditioning market share over the years basically hovering 5% to 6%, and now it has reached 32% and reached a market there are three. High efficiency air conditioning fixed frequency accounted for 61% of the air conditioning sales, taken together share reached 93%.
The second half of the situation is not optimistic
Although the first half of 2010 domestic appliances market situation was very good, but the Outlook for the second half of 2010, Lee Ki-but cautious optimism. The National Bureau of statistics of China's economic boom in the monitoring centre and the company on the home appliance industry Ekon 120 entrepreneurial confidence index survey results seem to confirm this: for the third quarter of 2010 and the market, these entrepreneurs ' confidence index
Is 107.8, more confident, however, from the perspective of longitudinal comparison than in the second quarter of confidence index by 15 points, but also in the second quarter of 2009 China household electrical appliances entrepreneur confidence index of the minimum values.Lee Ki-said: "the home electrical appliance entrepreneurs on the future of the third quarter of the market and the entire industry situation feel, is now also tend to cautious optimism. "He is of the opinion that the household appliance market growth to decline significantly is a becoming militarily involved in the trend. The reason, there are the following:
First, if the RMB range is relatively large, for the entire household appliance industry's exports will have more serious consequences.
Second, commercial and household consumption are relatively large relational, and its impact is relatively backward, so real estate regulation on second half of the household appliance market demand will have a certain impact, but will not particularly obvious. Sub category, on the hood, and other kitchen appliances resulting impact may be more pronounced.
The third is part of the policy to promote the intensity of the household appliance market consumption and efficiency. Lee Ki-analysis said that air conditioning energy saving policy Huimin reduced subsidies, electrical household appliances to the countryside policy implementation into the medium-term, the potential purchasing power in rural areas has been substantially completed release, relative to the level of income for farmers, farmers ' major home appliances has volume has reached a relatively high level, 2010 will slow down after market or atrophy.
Fourth, since last year the development of the market, in the first half of 2009 to domestic appliances market decreased, the overall increase in the year 2009 was 5%, this is mainly achieved in the second half of the year, this means that in 2010 the second half of 2009, the second half of the market high base, in the same market performance, the second half of 2010 the market growth rate will decline. Annual market growth is expected to be a descending pattern. Lee Ki-said: "in the second half of the year to continue to maintain rapid growth in the first half of the pattern we think unrealistic, the entire market should be for the full year growth rate of over 10%, maybe in 10% to 15%, compared to the first half of the 23.3% will be substantial decline. ”
Perhaps in order to prove this market trend, Inc. is a national in the Ekon 100 city week purchase monitoring data show that in June this year in the last week, TV, washing machine, refrigerator, air conditioning, four products in the market and sales without exception are a downward, which dropped by 6.7% color TV set, washing machine down 10.1% decline, refrigerator, air conditioning was 15.6% decreased by 53%. Lee Ki-said: "Although it may be subject to weather conditions or the sales cycle, but when the great products at the same time, on Thursday the decline still worthy of our vigilance, on the situation in the second half should not overly optimistic. ”
Finally, Li-Xiang indicated that the Government should give careful consideration to economic incentives for some of the exit, to stimulate policy adjustment consumer appliances, be sure to grasp the adjustment, and household electrical appliance enterprises should also be rational treatment of domestic demand in the second half, as far as possible avoid too high a goal in the second half of the dilemma facing sales result.
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