Home appliances to the countryside: the end is also a new beginning

The Ministry of Finance, the Ministry of Commerce, and the Ministry of Industry and Information Technology jointly issued the "Circular on Issues Relating to the Execution of Home Appliances to Rural Areas in Shandong, Henan, Sichuan, and Qingdao after Expiration": November 30, 2011, Shandong and Henan The policies on home appliances to rural areas in Sichuan, Qingdao and Qingdao will end as scheduled. According to the previous policy on home appliances to the countryside, another 14 provinces and cities will expire at the end of November next year, and the rest of the country will be at the end of January 2013. maturity. Subsequent purchases of household appliances from rural areas will no longer be eligible for financial subsidies. According to the data released by the Ministry of Commerce in early September this year, as of August this year, home appliances to the countryside have sold 180 million units of products to the countryside, realized sales of 405 billion yuan, and issued financial subsidies of 46 billion yuan, and this intermediate refrigerator, color TV, air-conditioning and Washing machines are the fastest growing products for home appliances to the countryside.

In the four years of the policy of home appliances going to the countryside, the rapid development of the 3rd and 4th cities and rural markets was promoted. This not only provided consumers with the benefits of buying home appliances, but many manufacturing companies also took advantage of this opportunity to earn a pity.

As for the imminent cancellation of the “home appliances to the countryside” stimulus policy, many manufacturers have begun to include foreign markets in their plans for the fierce competition in the domestic market. Domestic appliance manufacturers have “goed out” to evade the competitive pressure that the current domestic market is becoming saturated. Overseas products have a higher share of Japanese products, and the impact of recent European debt crisis and the appreciation of the yen has created a market for Chinese products. A good external environment. However, due to the fact that the current domestic companies are not only far behind Japan and South Korea's large multinational companies in terms of scale, but most of them lack international operating personnel, the development of emerging markets will not be obvious in a short period of time.

Affected by the news that the policy of home appliances to the countryside is coming to an end, the domestic appliance sector has been bleak, and home appliance stocks such as Haier and Skyworth have generally fallen, allowing the securities industry to call the market over-reacted. But on the other hand, the market turmoil caused by the cancellation of home appliances to the countryside policy should not be underestimated. Personally think that the end of the policy does not have to be so excessively negative. Even if the policy is abolished, the people will still have to purchase electricity. The key point is whether the policy has achieved its value in the four years of its implementation, so that both the company and the common people can benefit from it. This is the basis for the effectiveness of the policy.

In addition to the visible income mentioned by the Wenshou, the home appliance industry is most valued by the industry, is to promote the enterprises to speed up the township sales network, after-sales service network construction. At present, the channel sinking of home appliance companies is in full swing. During the implementation of the policy of home appliances to the countryside, enterprises have also opened the door to the 34 markets. Many domestic brands have already established the distribution channels and after-sales service outlets in the 3rd and 4th markets. Make a breakthrough and actively lay out on this basis. With the saturation of the primary and secondary markets, the next three or four levels of market will be the key to the future development of the company. Enterprises have the accumulation and experience of home appliances to the countryside, this wealth is the most valuable.

From the purchase point of view, even if home appliances to the countryside are referred to as "chaos," they should not negate the whole situation simply because of "chaos." In the rural market, the types of home appliances are abundant and selective, and there are subsidies from the country. The real benefits to the people are the most important. The withdrawal of home appliances to the countryside is a matter of time. Since the policy has opened the door to convenience for enterprises and ordinary people, even if there are flaws and deficiencies in the implementation of policies, it is normal. In the coming era of “home appliances going to the countryside”, it is time to test whether the enterprises “going to the countryside” are doing a good job. Enterprises that can still stand up against the backdrop of policy withdrawal can withstand more storms.