The home appliance market six-month inventory: color power prices rose air-conditioning prices rose

Examining the performance of the domestic appliance market in the first half of 2011, we will find that the trend of color TV sets and air conditioners is exactly the opposite: the color TV sales volume price has dropped; the air conditioner sales volume has increased. Lu Jiebo, vice president of the China Electronic Chamber of Commerce, believes that the TV sales in the first half of the year were lower than expected, mainly because the stimulating effects of encouraging policies such as home appliances to the countryside gradually decreased, and the overall decline in the average price of LCD TVs was also an important factor. The cancellation of energy-saving subsidies did not reflect a significant suppression of air-conditioning demand, and the impact of lower energy-saving subsidies last year was significantly reduced.

Color power prices fell

According to the latest data released by Ovid Consulting, in the first half of this year, the domestic retail market accumulated 19.37 million sets of color TV sets, completing 46.3% of the annual forecast; sales of 73.66 billion yuan, down 0.6% and 2.3% year-on-year respectively, significantly lower than the market The previous 10% increase is expected. The monitoring data of Zhongyi Kang in 470 cities across the country also showed that sales of flat-panel TVs in these cities fell by 36% and 13% year-on-year in February and May of this year. Fortunately, the “May 1” promotion was boosted before the first five months. The sales of domestic flat-panel TVs in the domestic market have only been negative by 1%.

The industry generally believes that the decline in color TV sales has a significant relationship with the market space. In 2002, flat-panel TVs began to enter the lives of consumers, and consumers gradually began to replace CRT TVs with flat-panel TVs. In the past four years, the urban and rural markets have basically reached saturation under the assistance of home appliances and trade-in policies. Luo Qingqi, chief consultant of Pare Consultation, pointed out that every household in the city now basically owns a flat-screen TV. After such "rigid demand" is guaranteed, there will remain elastic demand, such as adding more televisions to the room at home, but such demand will not be enough to drive sales. In addition, due to the impact of real estate regulation and control, property market transactions have gradually weakened, and consumer demand for home appliances such as color TVs has also decreased.

Aowei Consulting predicts that China's color TV market will maintain low growth in the second half of the year, and smart TVs and 3D TVs will become the industry's promoters. However, Yang Dongwen, president of Skyworth's color TV division, admitted that at the beginning of the year major companies were optimistic about the pre-judgment of the color TV industry in the first half of the year. However, from the current situation, “the second half will be even more difficult”.

Increased air-conditioning prices

The air-conditioning market presents another scene. According to data from the China Household Appliance Service and Maintenance Association, sales volume reached 40 million units in the first half of this year, an increase of 15.12 million units over the same period of last year, an increase of 60.77% year-on-year. Since June, China's air-conditioner sales have grown rapidly. In June, sales of air-conditioners reached 6.73 million units, a year-on-year increase of 50.29%, and the growth rate reached a record high during the year. The cancellation of energy-saving subsidies did not reflect the significant suppression of air-conditioning demand, and the impact of lowering energy-saving subsidies last year was significantly weakened. This can be seen from the month-on-month growth rate in June, due to lower energy-saving subsidies in June last year, air-conditioning sales within the chain A decrease of 16.8%; while the elimination of energy-saving subsidies in June this year, air-conditioner sales fell by only 4.3%.

At the same time, as the prices of major raw materials have risen and labor costs have increased substantially, the price of air conditioners has also risen. It is understood that in the first half of this year, foreign brand air-conditioning prices rose across the board, or about 18%. Since April, the prices of the domestic main air-conditioning brands have increased by 10% to 14% year-on-year, and the price of counters has increased by 2% to 4% year-on-year.

According to a survey conducted by the China Household Appliance Service and Maintenance Association, air-conditioner sales will maintain a growth rate of around 30% from July to September, and the promotion of home appliances to the countryside is expected to reach around 20 million units.