The home appliance survey agency Yikang recently released data. In the first 10 months of this year, China's overall refrigerator market sales and sales were 26.16 million units and 62.4 billion yuan respectively, down 12.1% and 11.8% from the same period of last year, making it the least in 9 years. Year of the boom. Stimulus policies advance overdraft sales In the past few years, the country has issued a series of economic stimulus policies for home appliance sales, such as the “Home Appliances to the Countryside†policy and the “old-for-news†policy. The introduction of the policy has greatly promoted consumers' enthusiasm for home appliance purchases, and has also caused sales to move forward, thus overdrawing the market sales in the later period.
In order to enjoy the state subsidy policy, many consumers who originally planned to purchase refrigerators on New Year's Day in 2012 chose to purchase refrigerators in the same month, causing the retail volume of refrigerators to increase by 13.2% year-on-year. This also led to the lack of kinetic energy in the 2012 New Year's Day refrigerator market. In January 2012, the retail volume of refrigerators nationwide was 2.49 million units and retail sales were 6.5 billion yuan, a year-on-year decrease of 31.0% and 32.7%, which directly led to the unfavorable start of the refrigerator market this year.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, in 2012, for those refrigerator companies with strong dependence on policies, 2013 will be a difficult year for those with deep technical accumulation, reliable quality, and after-sales services. Perfect home appliance companies may be an opportunity.
The refrigerator is one of the household appliances that have grown at a high rate in recent years. In 2011, the volume of retail sales expanded by 38.4% compared to 2008. Relative to the larger market size in 2011, especially in the face of poor macroeconomic conditions, it is not easy for refrigerators to achieve positive growth.
It is worth noting that China Yikang predicts that in 2012, the refrigerator market will achieve a retail volume of 33.19 million units and a retail sales of 80.3 billion yuan, which will decrease by 8.3% year-on-year. The negative growth in the refrigerator market is a foregone conclusion.
Zuo Yanhe, director of Zhong Yekang, pointed out that the overall growth trend of the refrigerator market in 2012 was significantly slowed down and entered an adjustment period. Accelerating industrial restructuring and transformation and upgrading became the key to the development of the refrigerator industry. However, how companies can optimize market strategies and use products to shake the market will become a practical problem that refrigerator companies have to face in 2013.
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