Two-quarters will go home appliance stores online and offline price reduction

With the advent of the Mid-Autumn Festival and National Day, both online and offline stores are vigorously competing against each other. In particular, household appliances are offering super-strong incentives to attract discreet buyers. Due to the sluggish world economy this year, exports and the domestic appliance market as a whole are relatively light. In order to stimulate consumption, this year's online and offline home appliance stores have greater profit margins than in previous years, and will reach the peak in the “Eleventh” Golden Week.

Taobao has set up a National Day special event on September 17 to carry out a super group purchase of 3.5 cents in the history of home-installed appliances; Jingdong plays a "3rd flat-panel TV festival with a maximum straight down of 10,000!" on the homepage; Suning Tesco launches " 9 yuan from the audience, live electrical appliances 9 days crazy rush "activities.

Suning and GOME physical stores are not to be outdone, but also started a full range of promotional activities: "all product discounts", "ten to one hundred", "a selection of big brands in the end." The reporter saw Suning's flagship store in Beijing's Lenovo Bridge. Suning launched the “Hundred Regiments Offensive” to lead Golden Autumn; Gome played a sign that “good discounts can be met”. According to another report, at Gome Mall in Wuhan, the inventory price of the inventory is tempting enough. The price of 32-inch LCD TVs will drop below 2,000 yuan, and the price of 42-inch LCD TVs will be less than 3,000 yuan. In addition, it will be able to enjoy TM activities again. The price of 1.5-pound inverter air conditioner fell below 2,800 yuan. In addition, various regional electronics malls in the country are also selling hard in the name of autumn.

At the same time, every household electrical appliance manufacturing enterprise has resorted to all kinds of tricks. For example, Gree air-conditioners have joined forces with other brands for the first time, and they have combined promotions. The package discount is unprecedented, the highest straight down nearly 7,000 yuan; Haier stores since the beginning of August began in the country to start the "million store celebration, to benefit China" activities.

During the interview, the reporter discovered that this year's home appliance products in China have been playing a price war for promotion, and formed a nationwide ultra-strong promotional event in autumn. The price war for home appliance companies is actually a matter of fact. China's home appliance products sales have been small profits, forced to win the favor of consumers at a lower price Why? Reporter survey found that this is not home appliance companies to fight price war addiction, but China's home appliance industry in the context of serious excess capacity The three major hazards of high capital stocks caused by tight capital chain collapse, increased storage costs, and aging household appliances have become the sword of Damocles hanging high on the home appliance industry. Since the key parts are almost imported, there is little difference in the performance of the products of various companies, so there is a price war for the quick weapon to be shipped. Although major home appliances companies have avoided talking about this sensitive word, the disappointing first-year transcript will force companies to resort to this killer again during the sales season around National Day.

Looking at the production capacity of home appliances in China, we know how much pressure household appliance companies have under current economic conditions: color TV products account for 80% of global production capacity, air-conditioner products account for 70% of world production capacity, and refrigerator products account for worldwide production capacity. At 50%, washing machine products account for 40% of the world's production capacity, and over 80% of the production capacity of most small household appliances is also in China. Although China has become a center for home appliance production in the world, it has not cultivated consumer groups and spending power that can consume so much production capacity. Originally, the excess capacity of household appliances in China can be digested through exports. However, with the economic recession in Europe and the United States, the demand in the international market has also declined.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said that due to rising prices, the European debt crisis, the early release of consumer demand, and the increase in the cost of raw materials and labor, China’s home appliance industry has been deeply depressed this year. Flushing IFinD According to the financial report statistics of household appliances companies with comparable A shares, the amount of inventory of these household appliances companies in the second quarter of this year was as high as 20.193 billion yuan, more than 100 million yuan more than at the end of the first quarter. At present, China's air-conditioning industry stocks nearly 12 million units. As of the end of June this year, China had 3.1 million refrigerators stock and 2.1 million washing machine stocks.

In the color TV industry, “domestic companies are also busy with inventories. At the end of the first half of the year, the industry’s inventory pressure is about two months, and it is in the inventory of companies’ inventory and channels.” Yu Liangxing, general manager of Ovid Consulting, a professional investigation agency In an interview, he said that the reasonable inventory of color TVs is in the range of 4 to 5 weeks, which means that the company exceeds the monthly sales of safety stocks, which is more than 3 million units.

Forced by the high inventory pressure of home appliances, this year's price war in China's home appliances will be more violent than ever.