Overview of the implementation of national policies that are conducive to the development of China's home appliance industry

First, home appliances to the countryside policy

In recent years, the overall size of the domestic appliance market has maintained an increase of nearly 30%, and it is inextricably linked with the country’s policy of “home appliances to the countryside” on the rural market. According to the data from the Ministry of Commerce, in 2011, sales of “home appliances to the countryside” nationwide exceeded 103 million units, achieving sales of 264.1 billion yuan, a year-on-year increase of 34.5% and 53.1%, respectively. By the end of 2011, the country had sold 218 million units of home appliances to the countryside, achieved sales of 505.9 billion yuan, and issued subsidies of 59.22 billion yuan. Equivalent to the country's consumption of 52.0 billion yuan to stimulate more than 500 billion yuan of rural consumption. Rural products have accounted for more than 70% of rural sales. In particular, the production of refrigerators and washing machines in the countryside has accounted for more than 50% of the output. The air-conditioning products for the countryside have also increased rapidly. In 2011, the sales of air-conditioning products for household appliances to the countryside reached 1065. Million units achieved sales of 33.8 billion yuan, an increase of 72.7% and 83.78% year-on-year respectively.

After the activation and cultivation of the home appliances to the countryside policy, the potential of the rural household appliance market is further excavated, and the huge three or four-tier market will be a new area of ​​consumption in the future.

Second, the appliance trade-in policy

In 2009, the State promulgated the “Measures for Implementing Trade-in Appliances”, which stipulates that the “replacement of home appliances” work from June 1, 2009 to May 31, 2010 in Beijing, Tianjin, Shanghai, Jiangsu, Zhejiang, Shandong, Guangdong, and Fuzhou. Pilots were launched in 9 provinces and cities including Changsha; in June 2010, the scope of implementation was extended to 23 provinces (autonomous regions, municipalities directly under the Central Government) and the Xinjiang Production and Construction Corps; in April 2011, the scope of implementation was extended to the whole country, and all of them were implemented on December 31, 2011. End.

Since the implementation of the home appliance replacement policy, it has played an important role in responding to the international financial crisis, expanding consumption, promoting energy conservation and environmental protection, utilizing resources, promoting the development of low-carbon economy, and promoting industrial restructuring. It has achieved the desired results.

According to statistics, during the policy period from June 2009 to 2011, the central government accumulatively allocated subsidies for home appliance replacement to around 30 billion yuan, and more than 400,000 employees served in appliance replacement trades, of which more than 70% were migrant workers. And laid-off workers in the city have effectively expanded employment.

In 2011, the National Home Appliances traded totaled 92.48 million new home appliances in five categories and stimulated direct consumption of more than 342 billion yuan, which effectively guided the release of urban residents' spending power, and in particular provided a broader market space for the consumption of high-end products. The structural changes in the home appliance market in towns. Specifically, the first is that the ratio of high energy efficiency products has been greatly improved. The products below refrigerators, washing machines, and air conditioners have already exited the market; the second is that high-efficiency frequency conversion technology has been widely used, and non-fluorinated air conditioning products have become mainstream; High-end refrigerators, tilt-type multi-functional washing machines and other products are considered sought after, and sales of three-door, door-to-door and multi-door high-end refrigerators have accounted for more than 60% of total refrigerator sales, before the implementation of the policy. Compared to a threefold increase. With the expansion of the market size, the price has dropped drastically, and the price of refrigerators for the first time has broken 4,000 yuan. It can be said that the domestic level of home appliances in the first and second-tier cities has reached or approached the level of developed countries, and the narrowing of the consumption gap between domestic and foreign markets is difficult to assess in order to increase the international competitiveness of the home appliance industry.

Third, energy-saving products Huimin Engineering

In order to expand consumption and improve energy efficiency, in 2009, the state implemented the “Energy-saving Products Benefiting People Project”, which means adopting a financial subsidy method for air conditioners, refrigerators, washing machines, flat-panel TVs, water heaters, and motors that have an energy efficiency rating of Class 1 or Class 2 Products to promote. On June 1, 2009, the promotion of energy-efficient room air conditioners took the lead. The country has issued three batches of energy-efficient air-conditioning promotion catalogues, involving 4290 product models from 27 companies. Under the promotion and implementation of the national “energy-saving products Huimin Project”, the promotion of high-efficiency energy-saving air-conditioners has resulted in major changes in the industrial structure of the entire air-conditioning industry. Many air-conditioning companies that produce lower energy efficiency standards have closed down, and more efficient energy-saving air-conditioning has been produced. Production enterprises re-established a new competitive landscape. This policy is a catalyst for home air conditioners to move toward high energy efficiency standards, and accelerates the use of home air conditioners in an energy-efficient era. At the same time, the positive effects of the market for the producers, the benefits for the consumers, and the energy saving and emission reduction of the entire society are fully reflected.

First of all, the market share has increased significantly and the energy-saving effect has been significant. Stimulated by this policy, the proportion of energy-saving air-conditioning consumption has increased year by year. At present, the market share of high-efficiency and energy-saving air conditioners has increased from 5% before the promotion to more than 70%, and more than 34 million high-efficiency energy-saving air conditioners have been promoted, which has directly stimulated consumption by more than 700 billion yuan, realized annual electricity savings of 10 billion kwh, and saved electricity bills annually. 5 billion yuan.

The second is a sharp drop in prices. The scale effect of market expansion and financial subsidies have led to a significant reduction in the selling price of energy-efficient products. Since the implementation of the policy, the price of energy-efficient air-conditioning has dropped from RMB 3,000 to RMB 4,000 per unit before promotion to around RMB 2,000. Some models have achieved energy-efficient air-conditioning with class 1 energy efficiency. The market price will fall to a minimum of 1,000 yuan, and the accumulated savings for the people will be 30 billion yuan.

The third is the industrial transformation and upgrading. The implementation of the policy made the new energy efficiency standards have been successfully implemented, the original three, four, and five-level low-efficiency air-conditioning has all stopped production, the industry's overall energy efficiency level increased by 24%; prompting companies to change research and development direction and marketing strategies, promote energy-saving technological innovation, product structure Optimization and industry upgrade acceleration.

This policy ended in May 2011.

Fourth, home appliance brand building policy

On January 11, 2011, the Ministry of Industry and Information Technology formulated and issued the "Guiding Opinions on Accelerating the Construction of Independent Famous Brands for Household Appliances in China" (Ministry of Industry and Information Technology, Consumer [2010] No. 489). According to the Opinions, by 2015, more than 80% of enterprises in the industry will formulate and implement a clear brand strategy; R&D input intensity shall not be less than 3%, achieve breakthroughs in core technology innovation, form independent intellectual property rights in a timely manner, and speed up industrialization; expand the brand. In the global market, the proportion of self-owned brands is not less than 30%; a group of self-owned brands with strong competitive advantages in the domestic market are fostered, and 3 to 5 companies have stronger independent innovation capabilities and higher levels in the international market. The influence and competitiveness of the advantages of independent brands. The promulgation of this policy has provided policy support to shake up the system project of building brand of home appliances, and the trend of concentrating advantageous resources on big brands will become more apparent.

Since 2011, household appliances companies have been active in the international market: Midea has acquired a 51% stake in Carrier Latin America Air Conditioning; Haier has acquired Sanyo Electric's whitewash business in Japan, Indonesia, Malaysia, the Philippines, and Vietnam; Gree Electric Appliances in the US Southern California officially established an American branch. In fact, whether it is the acquisition, or the establishment of overseas plants, the introduction of cooperation technology, the purpose of the company's internationalization is to control the initiative, occupy the commanding heights of market competition, and enhance China's home appliance brand influence in the international market.