Can the timely launch of small home appliances subsidize the market?

On June 1st, large appliances such as refrigerators and washing machines finally waited for an energy-saving subsidy policy that could bring home appliance companies out of the "winter". However, due to the rise of online shopping and other reasons, the status of sales of small household appliances that are outside the subsidy policy is not optimistic.

The anxious vendors obviously did not wait too long. Recently, the China Household Electrical Appliances Association announced that, starting from August 10th, on the basis of the transaction price, it will be able to enjoy special cash subsidies for the purchase of small household appliances and kitchen appliances at home appliances stores such as Gome Appliances. Achieved 10% of the turnover, the trial period of 40 days. Can subsidy policies shake up the traditional small home appliance market?

【status quo】

Small appliances "doubt worth", lack of interest in the store We found that consumers buy small appliances, electric kettles, soya-bean milk makers and other common small appliances exhibition few people interested.

With the traditional home electronics companies such as Changhong competing to enter the field of small household appliances, as well as the United States, Galanz and other small home appliances to retreat low-end products, hit the high-end strategy, small appliances, "breadfly price" era gone forever, easily Hundreds, thousands of microwave ovens, rice cookers, juicers, etc. are now common in supermarkets. However, these "Gao Shuaifu" basically became display products, and customers did not dare to ask for help. For the current situation of sales of small household appliances, the person in charge of a home appliance store in the city admits to the reporter that the sales of small household appliances in the first half of the sales market are about two to three million yuan, which is the same as in previous years, but the sales status is not optimistic.

【Exploration】

Internet shopping habits, small appliances outside the subsidy policy for the sale of small household appliances "tears ran," the status of Gome shop Ding Guolin Frankel Frank told reporters, mainly because with the expansion of sales channels, the sale of small appliances appeared "Diversion" situation.

"Now, supermarkets can also sell small household appliances. In addition, with the popularity of online shopping, more and more people will buy small appliances online. Online shopping prices are lower, which restricts the sales of stores." Ding Guolin said. The reporter saw on Taobao that in the past month, the nine-yang DJ14B-D06D all-steel soymilk machine had sold nearly 8,000 units in the Tmall store; in the summer of air conditioning, the rampant of the Emmett electric fan Monthly sales have also reached thousands. In June of this year, e-commerce platforms such as Suning.com and Jingdong Mall made a high-profile "open-to-play" price war, which also doubled the pressure on traditional home appliance stores.

Another factor that cannot be ignored is that small appliances have been freed from the subsidy policy. Ding Guolin told reporters that since June 1st this year, the new energy-saving subsidies started to subsidize energy-saving air conditioners, flat-panel TVs, refrigerators, washing machines, and water heaters. The small appliances are not included in the subsidies.

【New Deal】

Buy small appliances kitchen appliances can enjoy cash subsidies Recently, the China Household Electrical Appliances Association announced that since August 10th, in the country and the United States and other national and regional appliance stores to buy small household appliances, kitchen appliances can be based on the transaction price At the same time, they will enjoy a special cash subsidy with a maximum subsidy of up to 10% of the turnover and a trial period of 40 days.

Yesterday afternoon, the reporter went to the Gome Store of GOME. It found that the small appliance exhibition area had already posted a subsidy publicity coloring page. “The small home appliance subsidy policy has already been implemented.” Ding Guolin said that in the subsidy program announced this time, small home appliances have a commodity subsidy of RMB 50 and above for 50 yuan; kitchen and kitchen appliances have a subsidy of RMB 1,000 and above. 100 yuan, 400 yuan over 4000 yuan of goods and above. The subsidized products covered all the categories of kitchen appliances, kitchen appliances, and small household appliances in the stores involved in the event. They covered nearly a hundred brands such as Galanz, Jiuyang, and the owner, and the proportion of subsidized products was over 80%.

The specific process is similar to home appliances to the countryside. Consumers can go to the help desk to apply for subsidies and receive cash after purchasing goods in the store.

【Trade War】

Subsidy New Deal Triggers Yangcheng Small Home Appliance "Business Warfare"

We learned that although the pilot unit of the special home appliance subsidy program for small household appliances and kitchen appliances is only Gome, but in order to compete for the small home appliance market, many home appliance stores in Yangcheng have launched their own preferential activities to attract consumers. A "price war" for small appliances has started.

Suning Appliance Market Planning Department Chen Maogang said that they have introduced a whole-subsidy campaign. Among them, there is a subsidy of up to 600 yuan for water heaters. However, because small household appliances and large appliances have lower prices, they are generally directly reflected in the price of small household appliances. "A lot of goods in the store will enjoy the double subsidy of Suning Appliances and factories in addition to the subsidies provided by the state." It is understood that Huiyin Home Appliances has recently launched a "power generation fee subsidy" promotional offer, and consumers can rely on Half-year household electricity invoices or vouchers to Huiyin household appliances stores in exchange for electricity reservations. With this card, Huiyin Household Appliances can participate in the purchase of any home appliance, which directly amounts to 10% of the total purchase price.

【prediction】

The "subsidy price" is not lost on the net purchase price.

Can you shake the small appliance market?

After subsidies, the price of small home appliances stores has been close to the online shop. The reporter found on the Taobao search that a Supor SDHC10-210 cooker, Zhengzhou, an online shop offer 449 yuan, plus shipping costs 25 yuan, consumers want to pick up 474 yuan, and home appliance stores offer about 550 yuan, if the subsidy 50 yuan , 500 yuan can be taken away on site. The reporter also found that after subsidizing some small home appliances, the actual purchase price was even lower than online. In the country of the United States Lippo shop, a Supor 50YC10-100 electric pressure cooker, quoted at 549 yuan, as long as 499 yuan after subsidies. On Taobao, a Chengdu outlet offers 499 yuan, but buyers also have to pay 38 yuan.

The industry has also shown optimism about subsidizing the New Deal. “After the subsidy, the price of small household appliances is equivalent to the price drop, and there will definitely be more consumers to buy in the stores.” Ding Guolin revealed that the subsidy policy has been implemented for two or three days, and sales of small home appliances in stores have increased by 30%.