How to deal with the home appliance industry in the policy window period

Policy window period how to deal with home appliance industry In the past few years, after the home appliance industry in China has been nurtured through policy hotbeds, it is time-swapping in terms of industry structure, volume, and maturity. Since the end of May 31st, the household appliances energy-saving Huimin policy mission, the home appliance industry has a profound impact on home appliances to the countryside, home appliances trade-in, energy-saving Huimin these three major subsidy policies to withdraw, according to the information released by the new government, home appliances industry No longer irritating, expanding markets, and subsidizing acute subsidies, the industry entered an empty window of policy.

Enterprises, experts, the media, and other circles are still taking a plea to appeal to the home appliance industry since then to develop more market-oriented competition laws. The next step from where to start, perhaps after a clear review of the industry, will go more stable.

The industry exposes risks and contradictions in the policy period. “Looking back, what are the positive and negative effects that the three major policies have had on the industry in the past few years? An objective assessment of the effectiveness of the policies should be made.” Liu Heqing, senior media person accepted The China State Grid called for an interview.

In the context of the economic crisis and industrial restructuring, household appliances, rural household appliances, old appliances, and energy-saving benefits have fully tapped the popular demand, replacement demand, and energy-saving demand in the urban market and rural market. Industry can get the policy stimulus effect.

Statistics from the National Bureau of Statistics show that by 2011, average household air conditioners per 100 households in urban households will be 122 air conditioners, 97.23 refrigerators, 97.05 washing machines, 135.15 color TVs, and 89.14 water heaters and microwave ovens, respectively. 60.65 units. The average number of household appliances per 100 households in rural households is 115.46 TV sets, 62.57 washing machines, 61.54 refrigerators, and 22.58 air conditioners.

According to the data released by the Ministry of Commerce on December 31, 2011, the nationwide home appliance trade-in total sold 92.48 million new home appliances in five categories, driving direct consumption of more than 342 billion yuan.

The just-concluded energy-saving project helped the market share of several household appliances and energy-efficiency products continue to increase in the past year. The energy-saving home appliance products within the scope of the implementation of the policy have basically reached the popularization level. According to China Yikang monitoring data, as of April 2013, the market share of energy-saving winning products in flat panel TVs has increased from 32.10% in June last year to 88.53%, leading home appliance products; the retail sales of energy-saving products in air-conditioning energy-saving products The market share has increased from 15.62% in June last year to 65.69%; the market share of retail energy-saving products in refrigerators has increased from 9.91% in June last year to 68.78%; the market share of retail sales of energy-saving winning products in washing machines has increased from 6 The month's 19.47% increased to 56.05%; the market share of energy-saving winning products in gas water heaters increased from 4.83% in June last year to 15.24%.

The above-mentioned data indicate that the complementarity and direct effect of policies has enabled the home appliance industry to grow at a high speed, the volume has been gradually enlarged, and the demand for home appliances in the two major urban and rural dual-unit markets has been highly satisfied. At the same time, the space left by the industry has gradually narrowed. When companies collectively experienced the winter of 2012 in the industry, sales fell sharply, and stocks pushed up, they only deeply felt the aftereffects of subsidies stimulus policies.

Wang Lei, deputy chairman of the China Household Electrical Appliances Association, gave a fair assessment of the positive and negative effects of the policy at the “2013 China Refrigeration Industry Summit” sponsored by the State Grid of China. Wang Lei said that over the years, the government has introduced The policy of stimulating market demand has brought great opportunities to the development of the home appliance industry. In the face of the global economic crisis, taking the refrigerator industry as an example, it still maintained significant growth in 2009 and 2010, but the outside world also saw limited space for stimulus policies, such as The effect of the policy on home appliances to the countryside has declined in 2011, and the market has seen an inflection point. In 2012, the industry growth trend has slowed down significantly. Even if the home appliances to rural areas policy does not withdraw, this trend will not materially change. While stimulating growth in the market, policies may also create new conflicts and risks, such as issues of integrity. Therefore, it is necessary to objectively and rationally face the opportunities that policies bring to the industry. The industry should not rely too much on policies, but should really review the market and the household appliance industry. In the final analysis, development depends on the market, depends on demand, and depends on purchasing power.

In the next step, the main issue facing the Chinese home appliance industry is what industry should return to the market and how to return. What are the major issues facing China's home appliance industry in the next step? Perhaps this topic has been thrown a bit big. In these years, the signs of industrial transformation have been initially revealed at both the micro level and the macro level. However, in the realization of the “powerful country of home appliances”, the capabilities, level of arrival, and future space that the Chinese home appliance industry has acquired should be Have a clear understanding.

In the opinion of Liu Heqing, first of all, after the completion of the implementation of the three major policies in the past few years, the opportunities and challenges brought to the industry must have a clear understanding of the current capabilities and level of the entire household electrical appliance industry in China, and must make a clear judgment on the domestic and international home appliance market. With understanding, it is necessary to have a clear understanding of the role and role of the Chinese home appliance industry in the world in the future.

On the above topic, China National Grid interviewed Yang Dan, deputy chief engineer of Changhong Group. He said that “even if there is no policy, the direction of the industry is still Internet-based, intelligent, and energy-saving and emission-reducing.” Yang Dan believes that home appliances go to the countryside and household appliances will be replaced with new ones. The three policies of saving energy and benefiting the people have spurred the market on the one hand and allowed the market to have a period of excitement. The introduction of policies, especially energy-saving benefits, has given companies an opportunity to advance their technological progress.

"After the end of the policy, we are still focusing on intelligence and energy conservation. I think that in addition to these directions in recent years, the industry will not have much adjustment." Yang Dan said that the 80s-90s of the last century were industrial opportunities. From the 1990s to the first few years of this century, it is the industrial strategy period. Since 2008, it is the period of industrial innovation drive. The direction of the industry during this period is very important. Changhong will focus on intelligence, energy conservation, and family, and it will be focused on material technology and control technology. We must also focus on research. Technological innovation research is the only driving force for companies to survive. Yang Dan believes that, at the market level, companies must also consider the transformation of marketing models, brand building and preservation to achieve the goal of “powerful country of home appliances”. A technologically-powerful country is the core of the industry. From the perspective of the results of the current industrial restructuring, the industry has seen the last year or two. In terms of energy-saving technologies, it has been initially accumulated and the pace of smart technology has just begun. However, Liu Heqing was blunt and straightforward. “Our home appliance industry is not using enough in key technologies, new materials, and new processes. In traditional home appliances, basic technology such as air conditioning and refrigeration technology and washing machine balancing technology are far from adequate, let alone advance technology. ”

Yang Dan also expressed the same opinion. For the capabilities already possessed by the Chinese home appliance industry, Yang Dan believes that it depends on the field. Currently in the field of energy-saving materials, the Chinese home appliance industry has the same level as international companies such as Samsung and Panasonic, and it has control technology. We also have leading advantages.

"But compared with foreign countries, China's home appliance industry is still in a semi-follow-up state. Some of us are equal to foreign countries, and some are still following. Even air conditioners, refrigerators, washing machines, color TVs and other categories are also such features." Say.

In fact, at the 2013 China Business Meeting of the Technical Committee of the China Household Electrical Appliances Association, Bossi, Little Swan, Midea, Hisense Kelon, Haier, Meiling, Fangtai, Gascibela, Highly and other high-level representatives were discussing. It was agreed that the application of fluid mechanics in the field of household appliances, frequency conversion technology, sensor technology, motor technology, material technology, noise control technology, unique technologies of various types of products, manufacturing process technologies and intelligent technologies should be the focus of the existing home appliance industry. Problems and common technologies. The industry needs to explore how products are innovative, how their manufacturing levels are improved, and research on common technologies. It is best to find the so-called “subversive” technologies in the home appliance industry and bring revolutionary development to the industry.

Internationalization is also an important part of realizing the “powerful country of home appliances.” According to Liu Heqing, in the past few years, domestic companies have made progress in international expansion, global distribution, and export of independent brands, but the extent of improvement is far from enough. Korean and Japanese investment We still have an opportunity and foundation in terms of internationalization. We don't really have a multinational company. As a home appliance manufacturing country, China's home appliance industry should have this strength and hope. We need to think about how internationalization is far-reaching.

Yang Dan believes that Chinese companies have remained in the first team with international companies. The difference is that this team has first, second, and third place, but the Chinese home appliance industry is fully capable and has the opportunity to transition from followers to The leader, which requires the company to accomplish two aspects of technical research and product development, and to accumulate technology research, can make our product development dynamic, and gradually lead the way.

Wang Lei believes that the next step, companies should do a good job is to seriously study the market, research needs, use technological progress, scientific management, management innovation and technological innovation to do a good job. In the development model, it is no longer simply to rely on expansion and scale to win, but to return to the essence of the product. To market, to be efficient, to develop the space and quality, at the same time to strengthen self-discipline, standardize business practices, improve product competitiveness to enhance the company's competitiveness in the industry.

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