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On the eve of the "May Day", many consumers received a "bombing" on the mobile phones of home appliance community groups. During the "May Day" period, many offline stores in Guangzhou were even more "stubborn" promotion. Reporters visited many local stores and found that the temperature in Guangzhou has soared recently, and air conditioners have become one of the hot-selling large-scale household appliances. Data shows that compared with April, the sales of air-conditioning in all channels increased by 70.1%.
In the past quarter, due to the impact of the epidemic, the performance of many home appliance companies declined. Therefore, this year's "May Day" is of special significance to the home appliance market. Whether it is consumer vouchers, trade-ins, or home appliances going to the countryside, these policies and measures are all aimed at expanding domestic demand and boosting the consumption of traditional home appliances, which will inject a "heart-pin" into the home appliance industry.
Community promotions just continue to be just need is still mainstream
"The home appliance promotion group on my mobile phone didn't stop until" May Day ". During the" May Day ", it was even more lively. When I was fancy, I placed an order directly with the salesperson on the mobile phone and delivered home." Mr. Chen, a citizen, told reporters that it was just time to purchase home appliances for a new home, so he paid attention to the preferential treatment of home appliances such as air conditioners, color TVs, and refrigerators.
It is understood that Mr. Chen bought a new house at the end of last year, but due to the closure of the community in the epidemic situation from February to March this year, the plan to renovate and purchase home appliances can only be delayed until recently. The reporter found that there are not many cases similar to the public Mr. Chen. The consumer demand for home appliances that was previously "backlogged" by the epidemic has gradually been released from April.
However, for the newly awakened home appliance market, rigid demand is still the mainstream. Recently, the weather in the south has gradually become hot, which has a significant effect on the sales of air conditioners. The reporter visited many local stores and saw that during the "May Day", many consumers came to inquire about home appliances such as air conditioners, refrigerators and washing machines. In the Suning Tesco Zhengjia store in Tianhe, within half an hour of the interview, the reporter saw that four or five home users came to consult the air conditioner. The store ’s manager Kuang said, “The weather is hot and the sales of air conditioners have grown very much Quick. In the past few days, the sales of household appliances in the three categories of air conditioners, refrigerators, and washing machines ranked first. "
According to data from Suning, Guangdong, air-conditioning sales on all channels from May 1 to 3 increased 70.1% from April. Gree Electric South China's relevant person in charge said that the weather has a key impact on the sales of air conditioners, as temperatures rise, stimulating sales of air conditioners. In addition, "now the sales are better than the previous two months, the main reason is that the multi-site housing estates are open for installation."
However, Mr. Kuang said frankly that most consumers are more cautious in buying home appliances than in previous years, and they are more cost-effective.
Affected by the epidemic earlier, the community was closed, and the sales and installation activities of large household appliances, especially air conditioners, could hardly be carried out. In addition, upstream and downstream enterprises could not resume work in time, and the performance of many household appliance companies declined in varying degrees in the first quarter of this year.
Sales of small home appliances as "net celebrities" increased by 170% month-on-month
Since February this year, small kitchen appliances and health appliances have become popular due to the "house economy". "On the one hand, small appliances are not affected by offline installations, on the other hand, the long time for homes allows consumers to have more opportunities to enter the kitchen," said the household appliance industry.
The newly released "Report on China's Home Appliance Market in the First Quarter of 2020" shows that the overall retail sales of China's home appliance market in the first quarter of this year was 120.4 billion yuan, a year-on-year decrease of 35.8%. At the same time, the "Report" pointed out that affected by the epidemic, large-scale home appliances and installed home appliances fell sharply in the first quarter of this year, high-end home appliances, small-function home appliances with steady growth, and sales of small kitchen appliances and healthy home appliances increased rapidly.
Around the "May Day", the sales of small appliances still increased. "Three days before the 'May Day' holiday, the sales of small appliances in our store increased by 170% month-on-month," said Mr. Kuang. "The wall-breaking machines and ovens are selling well. Coupled with the hot weather these days, fan sales have also increased. It ’s fast. "
Aoweiyun.com shows that due to the epidemic, the "house economy" has risen, and small home appliances such as air fryers, grills, electric ovens, etc. are popular. Online monitoring data shows that the retail sales of electric ovens increased by 97.9% year-on-year in the first quarter of this year. . The market expects that small volume, portable, disinfection and sterilization health care will become the hot words of small household appliances of the year.
On the other hand, affected by the epidemic, consumers prefer to buy small appliances online. The data shows that in the first quarter of this year, online retail sales accounted for 55.8% of the total retail sales of the home appliance market, and online retail for the first time supported the "half of the sky" in the home appliance market. Unlike large appliances, consumers can buy online, which is also one of the important factors for the recent "floating red" of small appliances. It is reported that in order to cater to consumers' online buying and buying needs, all major home appliances companies and online and offline platforms have started a live broadcast mode.
Expert: Compared with the first quarter, the home appliance market is picking up
Recently, "Guangdong Province 2020 Special Action Announcement on Home Appliances Going to the Countryside" was released, and the home appliances going to the countryside formally started from May 1. In this special action on home appliances going to the countryside, the Guangdong Provincial Government will support 580 million yuan and purchase 4K TVs, air conditioners, washing machines, refrigerators, and computers for rural residents in the province by means of a 5% profit from production enterprises and a 5% financial subsidy. , Mobile phones, rice cookers, water heaters 8 types of home appliances to the countryside to give subsidies.
As early as the beginning of April, Guangzhou started subsidies for car and home appliance consumption. Gome Electrical Appliances, Suning Tesco and other companies have carried out 100 million yuan consumer subsidies. During the "May Day", the major online and offline home appliance promotions are "one wave after another", scan the code to send coupons, trade in for the old, operator subsidies, bank installments ...
So, during the "May Day", the substantial increase in sales of local air conditioners and other large home appliances, does it mean that the home appliance market is "recovering"? For this, home appliance expert Liu Buchen said that the policy of home appliances going to the countryside launched by Guangdong Province will affect the home appliance market in Guangdong. The recovery has a certain promoting effect, "compared with the first quarter of this year, the current home appliance market has a trend of recovery."
Driven by various subsidies and consumption vouchers, consumers' desire to consume has gradually increased. According to local store feedback, home appliance “consumer vouchers" have been distributed since April 17, and as of the end of April, as many as 50,000 home appliance consumer vouchers issued through “scan code", with a conversion rate of up to 30%. "It is expected that the consumer coupons previously distributed will be digested by the market one after another, and the effect will continue until at least mid-May." The relevant person in charge of the store said.
Industry insiders said that in addition to the relevant policy assistance, various home appliance companies are also actively researching popular promotional forms such as home appliances going to the countryside and energy-saving subsidies, and using new marketing models such as live broadcast to find new market opportunities. These are all means and measures to expand domestic demand and boost the consumption of traditional home appliances. I believe they can further activate the potential of home appliance consumption and inject a "heart-pitch" into the home appliance industry.
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