With the end of the home appliance trade-in policy, a series of stimulus measures for the home appliance industry started to be withdrawn from 2008, and the resulting cold sales have already appeared on the New Year's Day. Statistics show that due to the cancellation of the subsidy policy, the year-on-year sales growth of LCD TVs was 4 percentage points lower than expected.

However, according to sources disclosed at the National Conference on Business Work, the Ministry of Commerce is working with relevant ministries and commissions to study and formulate policies for the follow-up of home appliances to the countryside and trade-in. The reporter learned that not only the Ministry of Commerce, the Ministry of Finance, the National Development and Reform Commission, and the Ministry of Industry and Information Technology will participate in the formulation of new stimulus policies for home appliances. Analysts pointed out that the New Deal will focus on trade-in replacement, protection of home appliance subsidies, and energy conservation and environmental protection.

The policy turning point appears

"This year's New Year holiday sales will be lower than in December." A person in charge of the Hefei Meiling marketing system told reporters that as the end of the end of the trade-in, consumers rush to take the last bus policy, and businesses have spared no effort to take the opportunity to publicize and promote, "12 In the month, our sales in Beijing will have to double, and it will be even worse on the New Year holiday."

Not only white electricity is so, according to NPD DisplaySearch's special observation on LCD TV sales during New Year's Day in Mainland China, it is estimated that LCD TVs will sell 1.8 million units on three days holiday, an increase of about 11% compared to the same period last year, which is lower than the original manufacturer. The expected 15% increase. The main reason is that the subsidy policy ended before the end of 2011, and a relatively concentrated part of the year-end holidays including Christmas, New Year's Day and the Spring Festival diverted a considerable part of the consumption of New Year's Day LCD TVs.

There are stores responsible person said that in terms of a single day, sales of home appliances compared with the estimated sales before New Year's Day will be 30% -40%.

However, there are also hot spots in the plain, which also comes from changes in the industrial environment. On January 1, this year, CCTV's first 3D channel was piloted. This is also the first TV 3D channel in China to be launched. Domestic first-line local manufacturers fully grasped the opportunity to demonstrate CCTV's 3D channels at the main stores in the first-tier cities, making many consumers consider whether the 3D function of color TV is a major factor in the purchase. According to NPDDisplaySearch data, the penetration rate of 3D LCD TVs in retail terminals was even as high as 40% during major New Year's Day in major cities, and the penetration of overall 3D LCD TV shipments is expected to exceed 20% in the first quarter of 2012. NPDDisplaySearch predicts that by the fourth quarter of 2012, the penetration rate of 3D LCD TVs in mainland China will reach 25%.

The price of New Year's Day 3D TVs also dropped significantly. The price of the 42-inch 3D LED LCD TV fell below 3,000 yuan, and the price of the 55-inch 3D TV was only around 7,000 yuan. With the maturation of 3D technology, the price of 3D TVs on the market today is almost the same as that of 2D LCD TVs of the same size. Some prices are almost the same.

New Deal or around energy conservation and trade-in

The data released by the Ministry of Commerce on December 31 last year showed that the nationwide home appliance trade-in total sold 92.48 million new home appliances in five categories, driving direct consumption of more than 340.2 billion yuan. The policy dividend has enabled home appliance companies to enjoy a rare feast in the world in the past two years.

The above-mentioned Meiling sources said that the current stimulus policy has left home appliances to the countryside and heard that there will be new stimulus policies. However, it is not clear what the specific direction is and it cannot be prepared in advance.

Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, told Southern Reporters that the Ministry of Finance, the Ministry of Commerce, the National Development and Reform Commission and the Ministry of Industry and Information Technology will all participate in the new stimulus policy. The final policy direction will be coordinated by various ministries and commissions, taking into account the needs of all parties.

According to the National Business Work Conference, the Ministry of Commerce is working with relevant ministries and commissions to study and formulate the follow-up policy for home appliances to the countryside and trade-in, and new stimulus policies will be combined with energy conservation, environmental protection, and new consumption patterns.

According to Nandu reporters, the business work conference places consumption promotion policies at the most important position, and most of the contents involve home appliances. Chen Deming, Minister of Commerce, pointed out that the 2012 business system should focus on nine key tasks, the first of which is to "strive to expand consumer spending." It involves summing up the experience of home appliances going to the countryside and replacing old ones with new ones, and researching and formulating alternative connection policies in a timely manner; researching policies for supporting consumption of energy-saving and environmentally-friendly products; focusing on the recycling of discarded electronics and old cars, and improving the level of recycling and reuse of used products.

Guotai Junan analysis pointed out that the development of alternative policies for home appliances to the countryside and old-fashioned replacement policies may mean that the intensity and effectiveness are similar. Looking at the combination, the possibility of the introduction of policies such as trade-in replacements or special subsidies for affordable housing buyers is relatively large. In addition, referring to the support for energy-saving and environmental protection products, in addition to green lighting, home appliances such as variable-frequency air conditioners that consume much energy and can be improved in environmental protection standards are all very good targets, and efforts should exceed 2011.

Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce said that “the main idea is to study the next step in the consumption promotion policy. The main idea is to provide financial subsidies for energy-saving and environmentally-friendly products and the establishment of a recycling system. However, specific plans are still under discussion.”

“As an support department, the association will collect information on the industry and reflect the impact of policy effects on relevant departments.” According to Xu Dongsheng, the trade-in of old trade and support for energy-saving products are all possible directions. “Now some people want to reduce taxes, some We hope to promote environmental protection and energy conservation, and some hope to stimulate consumption. We hope that policies can ultimately stimulate industrial restructuring and structural upgrading, which is more conducive to the long-term healthy development of the industry."