One year after the stimulus policy was withdrawn, the overall home appliance industry is still sluggish

The overall downturn in the home appliance industry in the first half of the year has been continuously verified, and the market in the second half of the year is not optimistic. Against this background, whether there will be industry stimulus policies similar to those in previous years has attracted attention, but the signals from the recent high-level economic situation symposium may indicate that the possibility of introducing new policies is not high. Industry insiders believe that the survival of the fittest in the home appliance industry will be further intensified, and market share will continue to concentrate on leading enterprises.

Color TV companies are most affected

The day before yesterday, the National Bureau of Statistics released a series of economic data for the first half of the year. Among them, under the total retail sales of consumer goods, the total retail sales of household appliances and audio-visual equipment was 353.7 billion yuan, a year-on-year increase of 7.9%. In the first half of last year, the retail sales of such goods reached 326.9 billion yuan, a year-on-year increase of 15.3%.

Statistics previously released by the Ministry of Industry and Information Technology showed that the home audio-visual industry, which is mainly based on color TVs, achieved sales output value of 263.9 billion yuan, a year-on-year increase of 3.2%, and a decrease of 11.3 percentage points from the same period last year.

Liu Buchen, an expert in the home appliance industry, believes that the performance of the home appliance industry in the first half of the year was basically consistent with expectations at the beginning of the year, and there has been no major decline or increase overall. Looking at different categories specifically, the situation of black appliances is worse than expected, and the situation of white appliances is slightly better, but not particularly ideal either.

It is understood that after the government withdrew its subsidy policy for the home appliance industry at the end of May last year, it had a great impact on the entire domestic color TV industry. Public data shows that in the first quarter of this year, the color TV business of the five major domestic color TV giants, including TCL Group , Hisense Electric , Skyworth Group, Shenzhen Konka, and Sichuan Changhong, all declined. The mid-term performance forecast released by TCL Group recently showed that the sales volume of LCD TVs (including commercial monitors) in the first half of the year was 7.87 million units, a slight decrease year-on-year.

In contrast, white goods companies performed relatively well. Midea Group released a pre-announcement on the 4th, stating that the net profit attributable to shareholders of the listed company in the first half of the year was 6.059 billion yuan to 6.686 billion yuan, a year-on-year increase of 45% to 60%. In the first quarter of this year, Gree Electric , Midea Group, Chunlan Group , Qingdao Haier , etc. also had significant growth.

Agency forecast: TV sales may see negative growth for the first time in 30 years

Looking at the whole year, the outlook for the home appliance industry is still not optimistic. CMM predicts that the size of the home appliance market will only grow by 3.5% year-on-year in 2014. Aowei Consulting predicts that this year's domestic TV sales may experience negative growth for the first time in 30 years.

However, according to reports from People's Daily Online and China Government Network, Gree Group Chairman Dong Mingzhu recently stated that Gree's situation is "relatively optimistic" and bluntly stated that "there is no need for state industrial policy support" and that "enterprises should compete in the market."

In the view of some industry insiders, this means that although the "loopholes" of large-scale policies are tightening, the "micro-stimulus" in some links is still worth looking forward to.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.