Home appliances to the countryside to end the industry analysis

The four-year "home appliances going to the countryside" policy ended today officially. Faced with the end of the New Deal, people are happy and worried. Some companies hope to usher in the introduction of the New Deal. Some companies hope that policy support will end. The reason is because "home appliances to the countryside" support for SMEs, but after the lack of policy support, these small and medium-sized enterprises are likely to face the horrors of closing after the Spring Festival because of the lack of competitiveness.

The end of the policy is not a bad thing. From the representatives of major home appliance companies, most companies do not care about the end of home appliances to the countryside. For consumers, the policy of home appliances going to the countryside is “pulling a hand” when consumers make purchase decisions, and the real consumption comes from the consumer’s own needs. If there is no demand, the state may not buy them if they give them more subsidies. At the same time, the company’s own competitiveness is the key to the development of the company. For a long time, the formation of customary policies has been detrimental to the long-term development of the company. And the implementation of home appliances to the countryside policy for many years, the demand for secondary and tertiary markets gradually saturates, the effect of home appliance delusions is also declining year by year, even if the introduction of the New Deal for consumer incentives will not be much help.

The receipt of subsidy from the store should be as early as possible. The person in charge of the Beijing Suning Appliance said that at present, in the suburban stores in the suburbs of Beijing, the products for home appliances to the countryside still account for 25% of daily sales. However, starting from January 2013, it will no longer purchase (appliances for home appliances to the countryside), and is now in stock. The person in charge said that according to the Ministry of Finance's notice, the deadline for consumers to extend subsidies for home appliances to the countryside was extended to March 9. Consumers' "subsidy" must be carried out as early as possible to avoid problems with subsidy collection due to delays. .

Small and medium-sized household electrical appliance companies go from here?

The end of home appliances to the countryside, the most affected is the small and medium-sized home appliance companies. According to industry sources, a four-year policy of home appliances going to the countryside has caused many local brands to “return to the light”. However, with the gradual expiry of the home appliances to the countryside policy in 2012, many small brands have already faded out of the market. This situation may become more common around the Spring Festival in 2013.

The introduction of the home appliances to the countryside policy has indeed allowed some companies that are on the brink of collapse to resurrect themselves, and has also allowed many brands to adhere to today. However, the lack of overall competitiveness is still difficult to stop the bad luck. Xu Dongsheng, general secretary of the Household Electrical Appliances Association, said that before the tender meeting for home appliances to the countryside, there were 200 grand companies bidding for refrigerators and more than 100 washing machines. However, in the 2012 energy-saving Huimin project bidding meeting, the number of home appliance companies participating in the bid was significantly reduced. The most obvious is the refrigerator company, leaving only about 50 companies. This situation is not surprising. The strong household appliance industry is stronger, the weaker weaker trend is more and more obvious, and the survival of SMEs is very difficult.