Enterprises actively go out to sea to grab orders, and consumers are enthusiastic about health appliances

Under the background of continuous optimization of epidemic prevention and control policies, local governments actively introduced subsidy replacement policies to encourage consumption; Production enterprises actively negotiate new orders and expand new overseas business opportunities; The focus of consumers' attention is the sterilization and health appliances... The Securities Times reporter visited several home appliance stores in Shenzhen for several days and found that home appliance consumption is showing new changes.

Sterilization and health household appliances become a new  hotspot

"This fan is the most popular one in our store recently." A sales staff member of Shenzhen Huaqiang North Shundian introduced to the reporter that this is a multi-functional fan that can be cooled, warmed and purified.

"At present, consumers' demands for household appliances have returned to the core functions and additional health attributes of the product." The above sales staff introduced to the reporter that since the adjustment and optimization of epidemic prevention measures, the flow of people in the shopping mall has recovered, and sterilized and healthy household appliances are popular with consumers.

A similar situation occurs in Suning. The data shows that during the "Double Twelfth", Suning Yigou's home appliances with sterilization function, such as disinfection cabinets, dishwashers, dryers, increased by 127% on a month on month basis compared with the "Double Eleventh", while the sales of small health appliances, such as water purifiers, air purifiers, household respirators, oxygen generators, increased by more than 200% on a year on year basis. The consultation of consumers in physical stores is also increasing, and the overall shopping guide reception of Suning E-shop stores is nearly three times higher than daily.

Guan Quansen, an analyst at Changjiang Securities, pointed out that under the resonance of multiple factors, the household appliance industry may enter a more flexible repair stage.

However, some market participants are conservative. Liu Buchen, a senior observer of the household appliance industry, said in an interview with the Securities Times that China's household appliance industry has entered an era of stock since its development, and rapid growth is impossible. Although the real estate policy has been adjusted, it is unlikely that people will purchase a large number of household appliances.

Liu Buchen said that if further subdivided, the performance of small household appliances would be more worthy of expectation than that of large household appliances. There are many categories of small household appliances, which can meet the needs of the market segment. "The east is not bright and the west is bright", such as floor sweeping robots and air fryers during the epidemic. But it is precisely because of the rapid change in demand that the life cycle of a single small household appliance is relatively short.

Purchase subsidy activities for home appliance starts in multiple place

After the release of the "New Ten Rules" for Optimizing Epidemic Prevention and Control, Shenzhen, Guangzhou, Wuhan and other places have introduced policies to stimulate consumption, and household appliances consumption has become an important focus.

The relevant person in charge of Shenzhen Municipal Bureau of Commerce introduced to the reporter that Shenzhen is organizing a new round of subsidy activities for digital home appliances.

According to reports, Shenzhen Municipal Bureau of Commerce organized nearly 1000 brand stores and more than 16000 kinds of products to carry out a new round of "Tesco Shenzhen" consumer electronics and household appliances purchase subsidies. Consumers will be given a subsidy of up to 2000 yuan at 15% of the sales price to purchase qualified products, that is, they can enjoy the purchase. We also planned the household appliance consumption festival at the same time, carried out activities such as "trade in the old for the new" of household appliance digital products, and encouraged citizens to buy high-quality household appliance digital products to improve the quality of life.

The reporter of the Securities Times learned that since August this year, the "2022 Shenzhen Shopping Season" activity launched by Shenzhen has achieved remarkable results, covering the municipal districts, 100 enterprises, 1000 stores and 10000 brands. The government and enterprises have invested more than 5 billion yuan accumulatively, and nearly 1000 large-scale consumption promotion activities have been carried out online and offline. Among them, 300 million yuan of household appliance subsidies were invested to benefit nearly 300000 people, and more than 1 billion yuan of consumer vouchers were issued, creating a strong consumption promotion atmosphere.

Guangzhou recently issued consumption vouchers covering five categories of light tea catering, supermarkets, e-commerce, department stores and dinner accommodation; Since December 8, "Tesco Wuhan" household appliances and furniture coupons have also been issued through online platforms and offline stores, with a total amount of 10 million yuan; On December 7, the "Hainan Islands Tax Free New Year Carnival Season" was officially launched, which will create a tax free New Year Carnival season activity in Hainan Islands with "activities every day, discounts every week and theme every month"; Hebei Langfang Development Zone has also successfully held the activity of "Happy Buying Winter Consumption Month" recently, and issued 2 million yuan of consumer coupons to consumers throughout the region.

Enterprises actively go to sea to grab orders

"Strive for new orders!" From the government chartered plane "going out" to the enterprises' spontaneous group to visit customers abroad, more and more home appliance enterprises are targeting overseas to grab orders.

Recently, several batches of chartered flights (cabins) for overseas exhibitors in Shenzhen organized by the Shenzhen Municipal Bureau of Commerce have returned. On the return flight, there are not only "Shenzhen Intelligent Manufacturing Exhibition Group" composed of dozens of Shenzhen enterprises, but also opportunities for new orders and new markets.

As a "sea going veteran" in Shenzhen, Skyworth Group is one of the members of this "Shenzhen Intelligent Manufacturing Exhibition Group".

Liu Dangdang, Deputy General Manager of Overseas Marketing Headquarters and General Manager of Regional Business Department of Shenzhen Skyworth RGB Electronics Co., Ltd., told the Securities Times that in order to seize the opportunity of brand going to sea, Skyworth quickly stepped up to arrange the business trip schedule of each branch and regional salesperson of overseas marketing; The salesman from Asia Pacific region and Africa region arrived at the destination at the beginning of this month and began to visit customers and negotiate new orders; The new Skyworth TV exhibits that went to the United States to participate in the 2023 International Consumer Electronics Show (CES) have been packaged and sent to Las Vegas.

Liu Dangdang introduced that this trip not only demonstrated medium and high-end products, but also reached cooperation with local governments and chambers of commerce to show overseas users the charm of "China's intelligent manufacturing". In the next step, we will continue to increase Skyworth's investment in overseas construction of its own brand and expand new business opportunities.

In Foshan, the home appliance manufacturing capital, the reporter of the Securities Times learned that the economic and trade delegation composed of government departments, two business associations and 22 enterprises had set out at the end of November and quickly received a single large order of up to 22 million euros: German Neo Co., Ltd. signed a three-year cooperation agreement with Guangdong Gaoermei Refrigeration Equipment Co., Ltd. In addition, the heads of Galanz, Vanward Electric, Xinbao and other well-known Chinese household appliances enterprises also went to Europe.

Liu Buchen said that going to sea is an important direction for the household appliance industry to break through. China is a major manufacturer of household appliances in the world, but it is not yet a major exporter of brands, especially in the global high-end brands. In the case of saturated domestic market, if we try to reach the market share of Korean and Japanese enterprises, Chinese household appliances enterprises still have a lot of room for growth.