Begun at the end of the dominance war home appliances market also smell "drop" sound piece

The recent price increases is undoubtedly the most talked about a topic, and for household electrical appliance enterprises, the word behind heavy cost pressure. Nevertheless, in the digestion of inventory, ease the financial pressure and to embellish the "annual report" under the influence of such factors, recent appliances market prices are rising, and at the household appliance market and hear the sound of the "drop".

Household appliance manufacturers started at the end of the dominance war

In this year's last home appliance gold sales period of the dawn, GOME, suning appliance chain both started the guanzhizhan 2010.

4 December, GOME borrow 24 anniversary ceremony of machine work together world-renowned home appliance manufacturers to launch the "annual echocardiography of low-cost", snatch at the household appliance market share. According to reports, this anniversary celebration lasted 10 days in the United States national 300 cities of 1300 stores expand.

It is understood that the United States 24 anniversary celebration of the "theme" is the "price". By then, GOME L E D LCD will be considering 3%, while 3D TV has also become the focus of this preferential products; three refrigerators price at only $ 1498; drum washer minimum price is expected to reach $ 1500, highest drop will reach 50%.

Another electric appliance chain-like giant suning outdone, similarly to borrow the name of the 20th anniversary celebration through the huge purchasing, substantially reduced, special model, lead with new products, such as multiple initiatives, in this month's large-scale promotional activities. And past the opening, dianqing, suning this year-end promotion will last for one month.

For the first time in China debut in Germany have electric appliance chain-like Enterprise million city also resorted to a price war strategy. However, local home appliance chain was different, 000 in the city of promotion ways "from a" city of ten thousand more structure layout is like a large supermarket, all electrical appliances and tidy at basket, shelves, for consumers to make your choices, comparison.

In addition to household appliances chain increased sales efforts, the manufacturer also in flames. It is reported that the air conditioning "clubs" beautiful, gree end of last month in Chengdu household appliances markets staged a few crazy price war: gree's $ 2000 limit machine below; the beauty of a small 1 conditioners are playing out the special offer $ 1399, another 1 horse inverter air conditioners directly from 2600 million list price dropped to $ 1900 ... The prices are even cheaper than national day period. Moreover, the company also announced that Sichuan geli on new year's day or before the Spring Festival will once again set off a new round of price war, price and more "incredible"; and the US response that will be victorious pursuit to launch second round of the major promotions.

For the home appliance promotions currently in full swing, the war industry analysis for the month of December, on the home appliance manufacturer or vendor is unusual, it not only is this year's sales of the last chance, but also to shelter the sales for the next year, the Foundation's mission is the household appliance manufacturers pay attention. Now the promotion is warming up, new year's day and will launch the intensity greater price reductions and promotions to seize market share this year's final.

Multiple factors promoting home prices falling instead of rising

While reducing noise, but household electrical appliance enterprises but bear the costs arising from heavy pressure.

In raw material prices, the air conditioning are affected the most obvious. This year, non-ferrous metals prices continued to rise in copper prices from past 4 Yuan/ton has soared to present $/tonne, while in the air conditioning compressor and motor which will be used for silicon steel prices rose ratio even reach 50%, which makes air conditioning machine costs at least gone up more than 30%.

Not only is the air conditioning, TV production business leaders openly said that the color of the transformer, radiator, etc used non-ferrous metals such as aluminum, copper and shell used oil materials are appreciated. In addition, in the refrigerator, washing machine, these white goods commonly used plastics and steel prices soaring all the way, the increasing cost pressure.

In addition to the price of raw materials, labor, operational costs are rising. According to the United States air conditioning product sales, human resources, storage, transport, etc., these additional costs, at least, up 20%, especially the air conditioning this kind of special products also need large amounts of delivery and installation personnel cost pressure.

Layers superposition is pushing up the factors enterprises operating costs, market-driven appliances market is on the rise, "very sensitive". "Price war" has been the major companies seize market's "killer app". Thus, if the price is equivalent to rashly will be hard to lay over the "exalted position" to send. Therefore, home appliances, bin that flood of observers, despite cost increases pressure, but "all part of the costs of basic internal digestion by manufacturers, and some even take this opportunity to a big promotion, seize market. ”

In this case, the Chinese refrigerator prices since 2008 only rises since the situation finally end this trend; the entry of new army and joint brand continued to pull low price move is evolving into a new refrigerated air conditioner annual largest round of price cuts tide; and on the market of wrong judgment let TV companies have to face higher than normal inventory level 1 .5 x large inventory.

In addition, 1 December, the State TV, microwave oven, and other product energy-efficiency standards, not reaching the product by prohibiting the production and sales. For this reason, some older products, specials and sales also came into the final climax.

Fight high-end perhaps outlet

Appreciation of the Renminbi, raw material and labour costs continue to rise, the market environment increasingly harsh, increasingly stringent Government Regulation & h

ellip;… A series of variables that originally had a small electrical appliance manufacturing profit margin squeeze. Low cost advantages are gradually from the core competitiveness of Chinese enterprises in split, and this trend is irreversible forces rushing to the competitiveness of Chinese household electrical appliance enterprises in the context of inflation face unprecedented challenges.

Lose the price advantage, a lot of low end export-oriented production enterprise for export is blocked because of household electrical appliances, began to change the business idea actively expand the domestic market. However already developed market in China and cannot quickly resolve such enormous idle production capacity. Faced with this complex environment, some enterprise and continued low inertia of thinking of the times, price war ended in 2010 China household electrical appliances market continue to diffuse, even foreign-funded enterprises are involved in this field, the entire industry price whirlpool presents "weightlessness" development status.