Financial Associated Press (Guangzhou, reporter Ren Chaoyu) news, since this year's "two sessions" proposed to "encourage localities to carry out green smart home appliances to the countryside and replace the old with the new", including Guangzhou, Zhengzhou, Ningbo and other places have successively introduced policies to promote the consumption of home appliances. Recently, the Financial Associated Press reporter visited the front line in Guangzhou and learned that the consumption of home appliances has increased significantly, and as of March 14, the sales volume of Guangzhou Gome electrical appliances has increased by 15% year-on-year. The Guangzhou Bureau of Commerce revealed to reporters that according to the data provided by key home appliance sales enterprises, the unit price of home appliance sellers rose by 38% year-on-year in March.
At the same time, the channel side is also actively embracing market changes. The person in charge of Guangzhou Gome Electric Appliance told reporters that the flow of customers to the store has been adversely affected by the epidemic disturbance, the company actively promotes the integration of online and offline, and the cooperation between the company and Alipay is expected to be launched in the near future. The analysis pointed out that driven by the release of new demand and superimposed policies, home appliance consumption is expected to usher in a small climax in the near future.
Sales pick up under the blessing of policies, and the demand for high-end replacement is prominent
Mid-March is approaching the "spring equinox", but Guangzhou has been continuously "summer solstice" for many days. The reporter visited Guangzhou Gome Electric Appliances, one of the main organizers of the "Guangzhou Huimin Consumption Month" on March 18. Slogan materials abound in the store about activities such as "Guangzhou Huimin Consumption Month", "Gome Black Week", and "Midea Fire March".
(Source Photo by Ren Chaoyu, reporter of the Financial Associated Press)
The person in charge of Gome Guangzhou told reporters that as of March 15, the value of guangzhou Gome's sales units increased by about 60% year-on-year, and the unit price of customers increased by about 38% year-on-year. The growth of sales data is mainly due to the issuance of home appliance consumption coupons and the outstanding demand for high-end replacement. After the weather turns hot, air conditioners, refrigerators, kitchens and bathrooms and other categories perform better, of which kitchen and bathroom are the big heads. On the other hand, this is also related to the custom of Guangzhou citizens not moving the kitchen during the Spring Festival.
According to its introduction, high-end smart home appliances have made significant contributions to performance. Dishwashers, sweeping robots, and other smart small household appliances are more popular with customers. Consumers pay more attention to the intelligence of home appliances, including the sterilization of kitchen and bathroom appliances, the cleaning function of air conditioners and other functions. Compared with low-end products, the demand for replacement of high-end products is more intense, and the proportion of sales is also increasing. On the other hand, the support for set home appliances has been increased. The general set of home appliances includes 2 to 3 products, and the company gives a certain coupon discount.
The reporter observed that there were not many customers in the store. The person in charge of Gome Guangzhou told reporters that the impact of the epidemic on offline stores is still quite large. Therefore, the company's marketing strategy is also tilting towards the online, and the subsidy for the benefit of the people in March consumption month is distributed online, including the True Happiness APP and the "Suikang Life" Mini Program. In terms of publicity, it also links Guangzhou YangchengTong, Guangzhou Local Treasure, Gome WeChat public account, etc. It is currently negotiating cooperation with Alipay, and the configuration is expected to be completed in the second half of March.
The person in charge of Gome Guangzhou pointed out that the company actively embraces market changes, and in the future, in addition to increasing the code online, it will also change the traditional in-store exhibition-style marketing model to enhance experiential and scenario-based.
The preferential situation of many local governments is different
Since the two sessions mentioned the promotion of green smart home appliance consumption, many local governments have successively introduced support policies. According to incomplete statistics from the reporter of the Financial Associated Press, there are currently policies introduced in Guangzhou, Zhengzhou and Ningbo, of which Guangzhou is the earliest region in the country to take action.
Guangzhou Bureau of Commerce said in an interview with the Financial Associated Press reporter that the Guangzhou Huimin Consumption Month activity is to implement the relevant measures to promote the consumption of bulk commodities such as home appliances in the municipal government work report, and to enliven the market consumption atmosphere by holding a series of activities such as happy purchase of machine groups, Black Friday, brand live broadcast, and air conditioning festival, and strive to achieve a good start in the first quarter of total retail sales of social consumer goods. Years later, Guangzhou opened a new round of home appliance replacement and upgrading, Guangzhou citizens generally choose home appliances with more perfect functions, better experience and higher added value when replacing, and product upgrades have a higher proportion of high-end products. On the other hand, the trend of home appliance kitting has also helped to increase the unit price of customers. It is reported that Guangzhou's activity subsidies are funded by enterprises.
Public information shows that the preferential policies given by various localities also vary according to different regional conditions.
Ningbo consumption coupon activities (including cultural tourism consumption coupons and sports consumption coupons) will last from February 28 to the end of September, during which the city, district (county, city) levels will invest 240 million yuan, China UnionPay Ningbo Branch will allocate about 70 million yuan, and merchants will make profits of about 200 million yuan. According to preliminary estimates, the municipal financial funds will directly drive the consumption ratio of more than 1:10, totaling about 3 billion yuan.
The Zhengzhou Municipal Bureau of Commerce carried out special activities to promote the consumption of home appliances for consumers in the city, and organized the issuance of 30 million yuan of government home appliance consumption coupons.
Judging from the existing data in Guangzhou, with the successive landing of local policies to promote consumption, the overall sales performance of the home appliance industry may usher in "warmth" in the near future.