Four departments have issued articles to promote the entry of green smart home appliances into the rural consumer market, analyzing that more new consumption spaces will be created

On June 9th, the Ministry of Commerce, the Development and Reform Commission, the Ministry of Industry and Information Technology, and the State Administration of Market Regulation issued the "Notice on Promoting the Consumption of Green Smart Home Appliances in 2023" (hereinafter referred to as the "Notice").

The notice proposes to solidly promote the implementation of green intelligent home appliances in rural areas. Support home appliance production enterprises to accelerate the development and promotion of green intelligent home appliance products such as water heaters, range hoods, microwave ovens, etc. that are cost-effective, easy to operate, and of good quality, in response to the characteristics and consumption needs of the rural market. Strengthen the construction of home appliance marketing network, guide home appliance production, sales, maintenance, recycling enterprises, and e-commerce platforms to sink channels, establish direct stores, experience stores, service outlets, recycling stations, and front-end warehouses at the county and township levels, promote green and intelligent home appliances to the countryside, and further tap into the consumption potential of the rural market.

Bai Ming, a member and researcher of the Academic Degrees Committee of the Research Institute of the Ministry of Commerce, stated in an interview with a reporter from the China Financial News Agency that the potential of the rural consumer market is very great, but purchasing power must support it. Therefore, efforts should be made to meet the matching needs of the rural market and increase farmers' purchasing power, so that farmers are both willing to buy and able to afford it.

He Quanjin, Chairman of Guangzhou Zhengnian Health Industry Co., Ltd., also stated in an interview with Cailian News Agency that the potential of the rural consumer market is very great. With the development of the rural economy and the improvement of farmers' income, the scale of the rural consumer market is constantly expanding. After smart home appliances go to the countryside, there will be more opportunities, such as increasing sales channels, increasing brand awareness, and expanding product lines.

Promote green and intelligent home appliances to rural areas in multiple areas

According to the "2023 National Electricity Supply and Demand Situation Analysis and Prediction Report" previously released by China Electricity Union. It is expected that the total social electricity consumption in China will reach 9.15 trillion kilowatt hours in 2023, an increase of about 6% compared to 2022. The reporter learned that up to 30% of residents' carbon emissions come from household appliances. Undoubtedly, green consumption in the household appliance industry plays an important role in achieving carbon peak and carbon neutrality goals.

The relevant national departments have also introduced a series of policies to promote the development of green and intelligent home appliances in rural areas. As early as the end of 2021, the National Development and Reform Commission and the Ministry of Industry and Information Technology jointly issued a notice encouraging places with conditions to launch a new round of "old for new" actions in the field of household appliances, and encouraging the implementation of new energy vehicles, smart home appliances, and green building materials in rural areas; In 2022, the Ministry of Industry and Information Technology, the Ministry of Agriculture and Rural Affairs, the Ministry of Commerce, and the National Energy Administration jointly issued the "Notice on Carrying out the 2022 New Energy Vehicle Campaign to the Countryside"; In February 2023, the "Opinions of the Central Committee of the Communist Party of China and the State Council on Doing a Good Job in the Key Work of Comprehensively Promoting Rural Revitalization in 2023" was released, which pointed out that regions with conditions should be encouraged to carry out new energy vehicles and green intelligent home appliances in rural areas.

Bai Ming stated that green smart home appliances have entered the rural consumer market with advantages such as low-carbon, green, and intelligent, becoming a new focus for farmers. In the past, farmers generally paid attention to the cost-effectiveness and functionality of home appliances. Now, the four departments have released

The Notice also aims to better integrate green smart home appliances into the rural consumer market from a policy perspective.

Cailian News Agency noticed that at the local level. At present, Shanxi, Shandong and other places have introduced home appliance subsidy policies. For example, on May 11, Shanxi issued the 2023 Annual Action Plan for Consumption Boost of "Jinqing Consumption · All TESCO Group Shanxi". Propose to promote the consumption of green and intelligent home appliances, exchange old appliances for new ones, and bring home appliances to the countryside. Shandong will hold a green smart home appliance promotion to the countryside, which will provide over 10% exclusive subsidies for the benefit of the people, farmers, and high-quality products, allowing consumers to buy high-quality products at affordable prices.

Bai Ming stated that as smart appliances go to the countryside and provide new consumer products, new consumption concepts will be established and consumption space will be expanded.

Smart Home Appliances Going to the Countryside Will Create More New Consumption Spaces

With the popularization of the concept of "green consumption", people's demand for green and low-carbon living has gradually increased, which has also promoted the green and low-carbon transformation of the electrical industry. Cailian News Agency has noticed that multiple home appliance companies such as Haier, Hisense Video, and Changhong have also expressed their willingness to respond and implement corresponding supporting policies.

The reporter learned that the current Haier specialty stores have achieved digital upgrades and have their own recycling factories, promoting the industry's process of replacing intelligent and green home appliances; Hisense Video reduces the energy consumption of each Hisense TV by over 30% through the development and application of digital power control technology; Changhong Gerun, a subsidiary of Changhong, has established over a thousand recycling outlets nationwide, with an annual recycling of over 2 million waste electrical and electronic products.

Dongguan Securities pointed out that with the global economic recovery and the gradual recovery of real estate, the demand for home appliance consumption will gradually be released, and it is expected that the home appliance market will be relatively optimistic in 2023. Guotai Junan believes that the recovery expectation of the fundamentals of the home appliance industry will be improved with the continuous introduction of macro policies, and the home appliance sector is expected to recover. It is recommended to pay attention to opportunities related to green home appliances.

Lawyer Sun Yuhao, Senior Partner of Haihua Yongtai Law Firm, told Cailian News that bringing smart home appliances to the countryside not only enhances the happiness index of rural life, but also brings opportunities and challenges to the green smart home appliance industry. Moving smart home appliances to the countryside will further expand the consumer market space, bring more choices and convenience to consumers, and promote industrial upgrading and upgrading, improve product performance and quality, promote the development of the entire home appliance industry, and promote technological innovation and production efficiency improvement. However, smart home appliance enterprises should integrate multiple technologies and services, promote the integration and innovation of smart home appliances, improve product added value and competitiveness, enhance product energy-saving and green environmental protection advantages, reduce resource consumption and environmental pollution, and achieve sustainable development.

So how can we unleash the potential of rural consumption, make green smart appliances more grounded, and better enter the rural consumer market?

Sun Yuhao believes that the better entry of green smart home appliances into the rural consumer market cannot be achieved without conducting thorough research on the demand of the rural consumer market in the early stage, including the needs of rural households for kitchen supplies, cleaning supplies, etc. In addition, consumers in rural consumer markets are usually sensitive to prices, and smart home appliance companies should position prices based on consumer needs to ensure greater competitiveness in the market. Finally, the promotion and promotion of rural consumer markets can prioritize offline sales, free trial advertising, and other means of promotion and promotion.

He Quanjin, Chairman of Guangzhou Zhengnian Health Industry Co., Ltd., told Cailian News Agency that in order to make green smart home appliances more grounded and better enter the rural consumer market, there are several suggestions. Firstly, strengthen publicity to increase farmers' awareness and trust in green smart home appliances; The second is to strengthen after-sales service, improve product quality and user experience; The third is to launch products that meet the needs of rural consumers, such as rural characteristic styles and functions.

He Quanjin further stated that as smart appliances go to the countryside, more new consumption spaces will be created, such as smart homes, smart agriculture, and smart health. These new spaces will drive more consumer demand and innovation, promoting the development of the smart home appliance industry. At the same time, bringing smart home appliances to the countryside will also drive the development of the rural economy, improve the quality of life and happiness of farmers