On April 28, Gree Electric Appliances announced that it would "invest 3 billion yuan to give back to Gree users and launch a large-scale trade-in activity". After the Spring Festival this year, with the help of various policies, trade-in is no longer an industry phenomenon but a social hot word, before Gree Electric invested 3 billion to start the trade-in, various regional companies and local businesses have actually launched similar measures.
However, if combined with the policies that have been announced at all levels, the recent trend of domestic household appliances, especially the air conditioning market, and the collective behavior of the entire industry in terms of trade-in, it can be seen that Gree Electric Appliances started trade-in with a huge investment of 3 billion yuan at this key node before "5.1", and its impact is not only to boost consumption upgrading.
The maximum subsidy of 1,000 yuan for free dismantling and transportation of old machines drives the popularization of green and efficient products
The announcement of the announcement and the unveiling of the detailed rules for the trade-in are almost synchronous, click on the "Gree Dong Mingzhu Store" applet, the trade-in activities of air conditioning products are clear at a glance, and a detailed guidance process is given. It is reported that users who have new needs can participate in this event through online Gree Dong Mingzhu stores and offline Gree stores.
The content and details of the announcement also show that this round of trade-in activities of Gree Electric Appliances has covered more than 30,000 stores offline, and users can get a subsidy of up to 1,000 yuan according to different models, and there is no limit to the brand, the old air conditioner is free of charge from dismantling to transportation, and the whole process is completed by Gree's professional team at one time.
In order to cooperate with this product, Gree has previously unveiled a series of innovative products and solutions on the market for users to choose from, including air conditioners equipped with international leading "distributed air supply technology", "freeze every fresh" global fresh series refrigerator, the second-generation heat pump washing and care machine and Zhibo washing and drying machine with the direction of "high-end fabric professional washing and care" and so on.
Gree's "trade-in" activity is to rely on high-quality and high-quality products, and with the investment of the company's own resources, it will continue to drive the further popularization of high-energy-efficiency and green environmental protection products in the domestic market and lead the improvement of socialized energy-saving level.
Activate the stock market and maintain the industrial ecology
On the one hand, the air conditioning industry will enter the peak season cycle from May, and "5.1" itself is also a big promotion node; on the other hand, after May, it is to enter the "6.18" key stage, and the terminal heat has been further enhanced due to the blessing of 3 billion yuan of subsidies.
It is worth mentioning that after entering 2024, the shipments of the domestic air conditioning market have maintained a year-on-year growth trend in April, and according to the existing plan, the scale of domestic sales and production scheduling in May has increased year-on-year, and the total shipments of the air conditioning market from 2024 to the end of April have hit a record high in the same period.
In stark contrast to the high growth of shipments, the trend of the terminal retail and engineering machinery market in the domestic market is not satisfactory, and the increasing scarcity of new demand resources further highlights the characteristics of the quantitative game in the domestic air conditioning market, and the overall market demand is mainly concentrated in the field of product upgrading; not only air conditioners, refrigerators, washing machines, smoke machine stoves, etc.
Under such a pattern, the industry needs leading enterprises to innovate and activate stock demand with their own resource investment, marketing methods, and dynamic sales methods, promote the effective circulation of supply and demand resources, and provide confidence support for channel providers and even suppliers.
It should be pointed out that although Gree has invested 3 billion yuan in trade-in activities, it has not exchanged market space for aggressive prices, but has upgraded products and scenarios with innovative technologies, functions and solutions. The relatively peaceful competition measures of the industry's leading brands represented by Gree are conducive to the effective maintenance of the entire industrial ecology.
Build a closed loop of circular development of the industrial chain with a green recycling system
Judging from the historical scale of the air conditioning industry over the years, Gree may be one of the brands with the largest stock market of similar enterprises in the domestic market, and its previous high-quality development model has formed a high-quality experience and cognition at the user level, and has a very large user group and foundation in terms of trade-in.
More importantly, many years ago, Gree has successfully created a green recycling development system, which covers the whole life cycle of various consumer electronic and electrical products, and forms a closed loop of the whole industrial chain of green recycling of waste household appliances with green design, green manufacturing, green consumption, green recycling and recycling.
The 2023 annual report released by Gree Electric on the evening of April 29 also shows that by the end of 2023, Gree Renewable Resources Company has processed more than 56.64 million units (sets) of various waste electrical and electronic products, and it is estimated that it will save 2.402 billion kWh of electricity, save 3.8219 million cubic meters of water, and reduce carbon dioxide emissions by 876,100 tons.
From the video conference held by the State Council on March 28 this year to promote large-scale equipment renewal and trade-in of consumer goods, to the "Action Plan for Promoting the Trade-in of Consumer Goods" formulated by the Ministry of Commerce and 14 departments on April 12, combined with the launch of the macro-level dual-carbon strategic goal earlier, as well as the industrial policies in the field of air conditioning and other household appliances in terms of energy efficiency level and environment-friendly refrigerant replacement, it is not difficult to find that the development of high energy efficiency and environmental protection is the general trend of the entire industry.
Therefore, the significance of an unprecedented wave of trade-in in the domestic market in 2024 is not only to activate the demand of the home appliance market itself, but to a greater extent, to replace the old products with more environmentally friendly, energy-saving and comfortable products, promote the high-quality development of the industry, and build a better industrial atmosphere and socialization foundation for tapping more new quality productivity, which is also the responsibility and obligation of the industry's leading enterprises represented by Gree Electric Appliances.