It is imperative that the growth of energy-efficient home appliance products is obviously universal

Affected by the characteristics of the market, the degree of promotion, and cost factors, the degree of penetration of various products in the energy-efficient market is different, and it is imperative to promote the popularization of energy-efficient products.

In May 2012, the state announced that it was clear that the implementation of a new round of energy-saving products and benefits for the people's project was guided by policies to promote the development of energy-saving and environmentally-friendly products and promote industrial restructuring and upgrading. The home appliance industry has set off an energy-saving storm.

First, the market penetration of energy-efficient products is not uniform

The Energy Saving and Benefiting Project can be described as an upgraded version of the energy efficiency subsidy policy. The energy saving subsidy market has a large benefit, covering the color and ice wash heat, affecting the home appliance market scale of about 500 billion yuan, and these five products account for about 40% of home appliances. market. Through the implementation of this policy, the proportion of high-energy efficiency products in several major categories will increase, and it is expected to reduce product inventories. While stimulating consumption, the product structure of the home appliance industry will be optimized, which will effectively promote the structural improvement of some home appliances and stimulate market demand.

Affected by the characteristics of the market, the degree of promotion, and cost factors, the penetration of products in the energy-efficient markets varies. The energy efficiency of refrigerators, washing machines, air conditioners, and water heaters has not grown significantly: In the first half of 2012, air-conditioning products accounted for 21.0% of primary and secondary products in the market and 51.4% in 2010, affected by the end of product cost factors and policy subsidies. The ratio of energy-efficient products to the number of energy-saving products showed a declining trend compared to 2010; the energy-saving efficiency of refrigerators ranked first at 77.7% in 2010, accounting for 76.3% in the first half of 2012, and the proportion of energy-efficient products fell; gas-fired water heaters ranked first in energy efficiency products. The proportion increased from 4.2% in 2010 to 5.4% in 2012. The growth of energy-efficient products was not significant; the energy efficiency of the first and second-tier washing machines accounted for 75.8%, which was 2% higher than that of the first and second-tier models in 2010, and the growth in the energy-efficient market was not. Obviously. It can be seen that the popularization of energy-efficient products is imperative.

II. Significant increase in energy-saving products

In the refrigerator market, the energy-saving subsidies for refrigerators are part of the first-level energy efficiency, and subsidies for small and medium-sized products have been greatly subsidized. Below 240 liters, from 240 liters to 300 liters and over 300 liters, the subsidy ranges from 10.1%, 12.7% and 4.4%, 240 liters and 240 liters to 300 liters and more than 300 liters. In terms of the number of successful models sold, 108 or more are sold at 108, 240 to 130 liters, 265 or less, 240 liters or less and 300 liters or more. From the actual sales results, from January to July 2012, sales of more than 300 liters were 26.6% of sales, 240 rose to 4.6% of 300 liters, 68.8% less than 240 liters, below 240 liters and more than 300 liters. .

In the air-conditioning market, although the subsidy limit was not as high as in 2009, it increased by 30 to 40 yuan over 2010 in the same amount of refrigeration. Under the same rated cooling capacity, the nominal cooling capacity below 4500W, 4500-7000W and 7100-14000W fixed-frequency air conditioners are 10.0%, 5.4% and 4.6% respectively, which ranks first among all products. Followed by two fixed-frequency air-conditioning. From the perspective of the ratio of labelling prices, consumers in this round of energy-saving subsidies benefit the most from purchasing a fixed-frequency energy-saving product.

3. At present, policy effects begin to appear

Refrigerator policy before the introduction of 1 ~ May retail sales increased by -19.0%, after the introduction of the policy from June to July -10.4%; before the introduction of the washing machine policy, retail sales increased by -16.8%, after the introduction of the policy -11.7%; air conditioning policy before the introduction The retail volume increased by -29.7% year-on-year, 9.5% after the introduction of the policy, and the volume of retail sales of gas water heaters before the introduction of the policy rose by -14.6% year-on-year, after the policy was introduced - -7.3%. Refrigerator sales in energy-saving products grow faster. Refrigerator products increased by 20% year-on-year from 1 to 4 weeks in June to 1 to 4 weeks in June. The energy-saving products that were successfully awarded had increased by 50% year-on-year, and the overall year-on-year growth rate was -22.1% compared to the first three weeks in July and from January to 3 weeks in August. The market share of the air-conditioning market in sales of energy-saving products has increased significantly. In 2012, the retail sales of energy-saving products accounted for 15.0% in the first week to the 22nd week, and 21.8% in the 23~35 weeks after the subsidy, up 6.8 percentage points.

Fourth, domestic-funded enterprises are more active

At present, white domestic brands are relatively active in energy-saving subsidies and are more familiar with fluency in actual operations. The first batch of successful domestic brands in the refrigerator market exceeded 1,500 models, of which Haier topped the list with 234 entries, with a total of less than 150 foreign investments. In the future, it is highly probable that white power will lower the access threshold and expand the subsidized products. It is expected that foreign brands will keep up, and the second round of foreign brands will be supplemented.

It takes a certain period of time to consider the initial stage of policy implementation, including the reserve of the company's products, the digestion of existing stocks, and the reporting of sales networks. At present, the effect of the policy has begun to appear and the full effect of the policy is expected to begin in late August.

Since this subsidy process is relatively unclear regarding the home appliances to the countryside, the trade-in replacement, and the government's reporting cycle and subsidy cycle for enterprises, it is believed that the energy-saving subsidy policy will be better after amendment.

From the comparison of the sales price of the first batch of successful products in the refrigerator, the average price under 240 liters is 2576 yuan, and the price from 240 liters to 300 liters is 2,640 yuan. The subsidy prices for the two are 260 yuan and 330 yuan, respectively, and the subsidized price is 240 liters. It is 2274 yuan to 300 liters and 2,316 yuan to 240 liters. From the current perspective, consumers are more likely to buy 240 liters to 300 liters. From the comparison of sales before and after subsidies, the market share of small and medium capacity products increased. The subsidy below 240 liters was 65.7% from January to May of 2012, from July to July 74.2% after subsidy, which was an increase of 8.5 percentage points; the subsidy of 240 to 300 liters was 4.7% after the subsidy of 4.5%, an increase of 0.2 percentage points.

The current market sales began to climb slowly, and the retailer’s winning bid share in retail sales in June was 11.8%, 14.8% in July, and 25.5% in August and 1 week. Considering the late effects of policies and the participation of enterprises, it is expected that during the National Day, the retail sales of the first batch of successful models in the refrigerator market in first and second-tier cities will reach 40% to 45%.

From the air conditioner's current promotion catalog, companies have high hopes for the inverter air conditioner market. The frequency conversion air conditioner finalist model 1984, fixed-frequency air conditioning 3637, the main frequency conversion of Japanese companies appear in the promotion of the product catalog. Almost all of the successful bidders in the company involve inverter air conditioners. Daikin, Fujitsu, and Sharp all three companies were selected for the frequency conversion models, Haier, Hisense, Mitsubishi Heavy Industries, Hitachi and Yangtze are fewer than the constant speed model of the selected models, Haier's short-listed models up to 332 paragraph.

As the subsidy of energy-efficient two-stage inverter air conditioner is exactly the same as that of energy efficiency class one fixed-speed air conditioner, the cost difference of air conditioner fixed frequency conversion is about 300 yuan, which is reflected in the market price of at least 600 yuan, and currently the market may not necessarily tilt to the variable frequency engine; The same cooling capacity of fixed speed air-conditioning, energy efficiency 1 and 2 product subsidies for the difference of 60 to 80 yuan, the cost difference between the two more than 100 yuan, the price difference exceeds 200 yuan, the subsidy gradient has not been opened, may not be able to pull a set Frequency of sales, and some production companies arrange production ramps to 2 fixed-frequency air conditioners. Taking all factors into consideration, the future product trend will develop from the current level to the level two.