The consumption of green smart home appliances welcomes the new year!

On July 29, 13 departments including the Ministry of Commerce issued the full text of the "Notice on Several Measures to Promote the Consumption of Green Smart Home Appliances". The policy measures announced this time mainly focus on carrying out the trade-in of old appliances and bringing home appliances to the countryside, promoting the standardization of full-link services, recycling of used household appliances, and consolidating rural power grids.

Currently, my country's home appliance market is shifting from supply-driven to demand-driven. Brokerage China reporters noticed that since May, the white home appliances sector has fluctuated and strengthened. On July 29, the white home appliance sector closed up 0.64%, and the stock prices of companies such as Hesheng New Materials and Highly Holdings reached their daily limit. According to fund holdings data for the second quarter, public funds’ heavy holdings in home appliances have increased month-on-month.

The 9 policy measures are intended to make up for the shortcomings of the home appliance market

Sheng Qiuping, Vice Minister of Commerce, previously pointed out at the State Council’s regular policy briefing that in recent years, with the The scale of the home appliance consumer market continues to expand, forming a group of hundreds of billions of home appliance manufacturers represented by Haier, Midea, Gree, TCL, Hisense, Changhong, etc. The advantages of domestic brands in the field of home appliances are becoming more and more obvious, but with the continuous upgrading There is still a gap in consumer demand for green smart home appliances.

On July 13, the State Council executive meeting deployed plans to accelerate the release of the consumption potential of green smart home appliances. The Ministry of Commerce, together with the Ministry of Industry and Information Technology, the State Administration for Market Regulation and other departments, studied and proposed "Several Measures to Promote the Consumption of Green Smart Home Appliances".

The "Measures" cover the launch of a nationwide "old-for-new" campaign for home appliances, promoting green smart home appliances to the countryside, encouraging basic renovation and home appliance leasing, expanding consumption scenarios to improve consumer experience, optimizing the supply of green smart home appliances, and strengthening waste home appliances. 9 major aspects including recycling and strengthening infrastructure support.

It can be seen that the policy measures announced this time mainly focus on promoting the upgrading of home appliance consumption, promoting the standardization of full-link services, improving the recycling of used home appliances, and consolidating rural power grids. Liu Fei, research director of the consumer electronics division of AVC, told reporters that China's major home appliances have now entered competition in the stock market. As scale growth slows down, structural upgrades have become a new growth point, and the demand for upgrading has become dominant. The promotion and popularization of high-end products is the key to growth.

According to estimates, 200 million home appliances are expected to reach their safe use life in 2022, including more than 30 million TVs, more than 37 million washing machines, more than 52 million air conditioners, and more than 58 million refrigerators. There are more than 18 million electric water heaters and 14 million range hoods.

“With policy stimulation, it is expected to accelerate the upgrading of rural TVs and promote the popularization of green home appliances and smart home appliances.” Liu Fei said.

The new round of stimulus policies for home appliances is different from the past

my country has launched the first round of home appliances to the countryside since the end of 2007, which has promoted the scale expansion of China's home appliance market. Compared with the past, the measures introduced this time have three characteristics: first, using market-oriented means to stimulate consumption potential; second, using facilitation measures to enhance consumer experience; third, using industrial upgrading to optimize consumer supply.

Since this year, under the guidance of national consumption-promoting policies, Shandong, Jiangsu, Beijing and other places have successively launched home appliance subsidy measures to promote home appliance consumption by issuing consumer coupons and encouraging the exchange of old ones for new ones. The "Measures" proposed that localities with conditions are encouraged to provide policy and financial support, but unreasonable and discriminatory conditions for entry and exit must not be set, the role of market mechanisms should be effectively brought into play, and all forces should be fully mobilized to benefit the dividends of the policy More businesses and people.

At the same time, in order to improve the consumer experience with facilitation measures, the "Measures" propose to implement actions to improve home appliance after-sales services, strengthen the protection of consumer rights and interests, and comprehensively improve the quality of home appliances from production to sales, from installation to maintenance, and from Updated to the full chain service level of recycling.

The "Measures" also propose to optimize the supply of green smart home appliances, promote home appliance manufacturers to accelerate transformation and upgrading, launch more green smart home appliance products that meet different needs, promote the openness and integration of smart home appliance standards, interconnection, and promotion The application of Internet smart home appliances in all scenarios will accelerate the development of digital homes and effectively improve people's quality of life.

Tianfeng Securities believes that in the near future, local consumer vouchers can still form a good leverage effect on end consumption. As the demand side gradually improves, it will be gradually transmitted to the supply side, which is expected to drive the enterprise side to expand output and expand social consumption. Expenditure scale.

Liu Fei said that for the promotion of green home appliances and high-quality home appliances, on the one hand, it is necessary to strengthen marketing and publicity, form user awareness of the service life standards of home appliances, and strengthen the energy-saving advantages of green home appliances; On the one hand, the preferential policies for bringing home appliances to rural areas are tilted toward green and high-quality home appliances, encouraging consumers to choose high-quality home appliances.

Major home appliance manufacturers strive to promote "old for new" and improve the recycling system

In fact, various home appliance manufacturers and e-commerce platforms have already anchored the goal of "200 million units reaching safe service life" "Home appliances" market opportunities, urging "replacement of old products with new ones", while Haier, Gree Electric Appliances, Midea and other manufacturers have stepped up efforts to improve their recycling systems.