October home appliance market share increase

The data released by the Ministry of Commerce yesterday showed that in the country in October this year (excluding Shandong, Henan, Sichuan, and Qingdao), 7.91 million units of home appliances sold to the countryside were sold, a year-on-year increase of 27.5%; sales amounted to 21.38 billion yuan, an increase of 26% year-on-year. With the approach of the end of the year, the time for the exit of home appliances to the countryside policy is coming soon. It is understood that the remaining provinces of home appliances to the countryside policy will be completed in two batches in November this year and January next year. According to industry analysts, the policy is about to withdraw to promote consumption in advance, so the sales of home appliances to the countryside have increased significantly in the near future. After the peak of consumption, sales may decline significantly as the role of policy gradually decreases. However, UBS Securities analyst Wang Peng believes that after the small brands borrowed home appliances to the countryside to enter the rural market, and by giving channels a higher profit to achieve a large number of sales. After the policy gradually withdraws, the small brand market has a lot of pressure to shrink, and its product quality and after-sales service are poor. The replacement needs that are cultivated are expected to lead to big brands, which will increase market share. Since its launch in June this year, the energy-saving home appliance subsidy policy has taken over the “bracket” for home appliances to the countryside. At present, the percentage of home appliance sales in energy-saving products has increased rapidly. Some researchers believe that as the new energy-saving subsidy policy aims mainly at adjusting the structure rather than promoting growth, there are fewer successful brands and leading enterprises have more obvious advantages in the process of industrial upgrading. Dongguan Securities analyst Jiangmeng Gang believes that after experiencing the rapid growth of the past five years, the sector gradually entered the age of home appliances with quality compensation and rational competition. At the present stage, the performance of white electricity represents the rapid growth of profitability after structural optimization. In the third quarter, the industry as a whole ushered in a structural turning point, suggesting that Haier Electronics, Gree Electric and other leading companies with stable performance and obvious brand advantages should be concerned.