In June, the relevant department decided to start a fund of 25.6 billion yuan for a one-year energy-saving product that benefits the people. After the implementation of the new policy of home appliance subsidies, many people clapping and cheering, that this policy has saved the first half of the depressed home appliance market. However, the reporter learned from the market that many consumers still do not understand the energy-saving subsidy policy. The high price of energy-saving appliances is not favored, and the implementation of the business policies is also relatively slow.
Policy content: The implementation process is more stringent
It is understood that in the store, energy subsidies are generally implemented in the form of extra-subsidies. That is, after the consumer pays, the delivery person will deliver the goods to his home and install it. The consumer can only hold a copy of the ID card and confirm the energy-saving subsidies. And commodity barcodes go to stores to receive subsidy payments, while in some electrical specialty stores, manufacturers choose to operate on the spot. The energy-saving subsidies are more rigorous than previous policies. Businesses that use subsidy directly for subsidy will be severely punished.
It is understood that the subsidy payments received by consumers in the stores are paid by the supermarkets. The sellers compile and collect the information and hand them over to the manufacturers. The manufacturers pay the subsidy to the stores and report the information to the relevant state agencies for approval. The department will conduct a consumer return visit and confirm that the subsidy belongs to the actual collection situation before issuing the subsidy payment in accordance with the quantity reported by the manufacturer. Although the process is more complex, it has been done as rigorously as possible to ensure that the subsidy is not indiscriminately occupied, but also protects the interests of consumers. In addition, the subsidy for an electric appliance is within 400 yuan, which is determined by the energy saving effect of the electric appliance.
Consumers: Expensive prices into barriers to consumption
The energy-saving subsidy policy has been implemented for more than a month now, and in early June, some stores and manufacturers have started to act, but the reporter learned that such promotions have not received too much favor from consumers.
In the interview, many consumers expressed that they did not know much about energy-saving subsidies, and some people thought that the price of energy-saving appliances was expensive, which made them hard to accept. "For example, an energy-saving air conditioner with an energy efficiency of 2 is 3,600 yuan, and after deduction of 180 yuan, the price is 3,420 yuan; the air conditioner that has not participated in energy-saving subsidies is sold for more than 3,400 yuan, after discounting is 3,000 yuan, and it participates in energy-saving subsidies. The price of the goods was 420 yuan.†A few days ago, Ms. Li, who was looking for suitable air conditioners in the store, complained to the reporter that she thought that the price of energy-saving goods was very expensive and actually was not worthwhile.
Miss Li also gave the reporter an energy saving account. “The air-conditioners that participated in the energy-saving subsidies spent only 25 hours less than the non-participated air-conditioners, ie, 0.49 yuan, and were calculated according to the usage time of 12 hours a day, and they saved 0.5 yuan in two days. Only two months saved 15 yuan. According to the use of 4 months of the year, the calculation will save 30 yuan. This extra 420 yuan will be saved in 14 years, but the air-conditioning life is only 10 years." Ms. Li thinks her calculation is not conservative, so it saves energy. The high price of the product has become a barrier to consumption.
Manufacturers: Not in a hurry to push energy-saving products
Manufacturers have invested heavily in energy-saving products. After many industry analysts analyzed the introduction of this energy-saving subsidy policy, manufacturers will obtain a good medicine to treat the market downturn in the first half of the year. So have the manufacturers started to push for energy-saving products? The reporter conducted a lot of experience, but the guide buyer pushed the reporter to the goods that did not participate in energy-saving subsidies.
In Shuangjing and a store, the reporter selected the F360 air conditioner from the US as a consumer, and the label showed that the air conditioner participated in the energy-saving subsidies. The reporter then went to the US shopping guide to explain. "This F360 model air conditioner sells for 3998 yuan, after subtracting 240 yuan from the energy-saving allowance is 3758 yuan, belongs to the level 2 energy-efficient products, the cost performance is higher." This purchase guide also homeopathy recommend a did not participate in energy-saving subsidies Air-conditioning, and said that not participating in energy-saving products is more cost-effective. "The price of this model that has not participated in is more than 3,700, but will participate in our million people buy activities, you can get a discount of 8.2%." The Purchasing Guide said that the product is a discounted price of 3148 yuan, 610 cheaper than the F360 Yuan, he suggested that reporters purchase this. He said that participating in energy-saving subsidies will no longer participate in other preferential activities, but the reporter found that other promotional activities are more intense.
"The price of energy-saving goods is indeed more expensive, which is the reason for the technical content." Yesterday, Gree Air Conditioning Beijing Branch Marketing Minister Wu Qiaomei told reporters that in Gree's products also exist such a situation, and Gree's energy-saving products and non- Energy-saving products are the objects of promotion. Gree has embarked on an energy-saving subsidy policy, but since the energy-saving subsidy rule was introduced in mid-June, there is a half-month vacuum period before. “There have been many publicity reports during the vacuum period, and many consumers have called for advice. However, due to the failure to issue specific details, the store cannot be developed and answered.†Wu Qiaomei said that although it has been implemented for one month, the entire home appliance market has not recovered. phenomenon.
“Currently, the energy-saving and non-energy-saving products in the Beijing Chigo Air Conditioning Market are all being promoted.†Li Lei, Marketing Manager of Chigo Air Conditioning Beijing Branch, stated that due to the implementation of the New Deal, consumers’ awareness of the new deal is still limited, so the market performance is not ideal. Need to be further promoted. Wu Qiaomei also stated that Gree Air-Conditioning has already conducted policy training for Purchasing Guides and will continue to make more improvements in service.
Store: No climate formed after implementation
The industry believes that the implementation of the energy-saving subsidies policy also has a warming effect on Beijing's stores. It is understood that in order to promote the implementation of the New Deal, all supermarkets have started to invest energy-saving subsidies since June, including both advance funds and the stores’ own promotional efforts.
“At present, most of the stores are triple-subsidy, that is, subsidies within the national energy subsidies policy, subsidies paid by enterprises, and subsidies for store promotions.†An industry source stated that although the strength of this triple subsidy is unprecedented, the New Deal has only been implemented for a month. , has not played a good driving role. Affected by various factors in the first half of the year, the flow of people in major shopping malls has been significantly reduced, and sales have also been affected. After the implementation of the New Deal, the reporter found that there was not much change after visiting various supermarkets, and some store guides said that there are not many consumers who really place orders for energy-saving subsidies.
Although the market still has no obvious signs of recovery, the head of the store is still full of confidence in the future. "Time is still relatively short, and in the long run, we must be able to see the effectiveness of the policy." An Xinjie, general manager of Dazhong Electric, said that the energy saving account can not only look at product prices, three-level energy consumption of refrigerators and a level of energy consumption The refrigerator is also used for ten years. In a few years, it will save money and achieve the environmental protection effect of power saving. Dazhong Electric will continue to vigorously promote energy-saving subsidies in the second half of the year, and has reached consensus with all companies that have won the bid for energy-saving products. Realize three-party subsidies to benefit consumers.
E-commerce: unresponsive operation is the main reason
This reporter learned that some online sales of energy-saving appliances are also successful, but the reporter found that some sites have not yet started to implement home appliances energy-saving subsidy policy, compared to offline sales of stores, e-commerce platform response is slow, such as Gome e-commerce store page no energy The subsidy program also clearly stated that its national telephone customer service did not implement energy-saving subsidies; its page goods also did not mark energy-saving subsidies. This phenomenon also exists in Dangdang.com, Amazon.com and other sites. At present, there is no section on energy-saving subsidies. On the early morning of the 12th of this month, Jingdong Mall posted the energy-saving subsidies business rules, which was nearly a month later than the offline store.
As for the participation of e-commerce companies in the energy-saving subsidy policy, Su Qing, deputy director of Suning's e-commerce market management center, also expressed his opinions. "Shops can be handled on the spot, identity cards, copying and other materials, but the electricity supplier can only take delivery when the sales staff, or consumers upload their own." Yan Qing said that this operation is more complicated and will delay delivery personnel time. According to its introduction, Suning Tesco's online uploading function was developed. After the consumer uploaded the information, the mall paid the subsidy to the consumer's account. Yan Qing revealed that currently Suning's energy-saving product combing work has been completed, and now it is in the process and personnel training phase. For advance payments, Yu Qing said that it would not put pressure on Suning.
Policy interpretation of the appliance industry did not suffer from "subsidy dependence"
- Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, asked: Isn't the pulling action obvious?
Background: According to Ovid data, the first week of implementation of energy-saving subsidies for home appliances, the market share of energy-saving products showed a downward trend. Since the implementation of the policy in January, some manufacturers have revealed that the current policy of pulling consumption of terminal consumption is not obvious.
Xu Dongsheng: The company needs a lot of preparatory work in the early stage of the policy, such as the R&D and procurement of production, and then the specific end to the sales side. There are a series of things that need to be adjusted. In addition, the company’s existing products also need some time to digest. From the situation of previous years, the effect of the first month is not obvious, but it will enter an explosion period in the next few months.
Second Question: Home Appliance Subsidy Dependence?
Background: According to China Gold Data, in the blank period before the introduction of the policy, the home appliance sector as a whole slipped 7% in the first quarter of 2012, and a new round of subsidy policies was introduced in June. Analysis of the industry, the appliance industry may have been suffering from "home appliance subsidies dependent on disease."
Xu Dongsheng: The home appliance energy conservation policy is a great bargain. It can direct you where to run, so it will have a certain volatility impact on the sales, operation, and product structure of the home appliance market. However, these effects are periodical and not long-term. The energy-saving subsidy policy for home appliances was introduced from the perspective of the entire industry, and it has positive significance for enterprises and consumers.
Three questions: fraud, price increase, false energy efficiency?
Background: In the process of policy implementation, some enterprises have seen the phenomenon of fraudulent supplementation of virtual energy efficiency indicators, and some enterprises have adopted the form of “subsidy after price increaseâ€. To a certain extent, this has caused some consumers to have low enthusiasm for policies.
Xu Dongsheng: As far as I know, relevant departments are formulating plans. In the future implementation process, there will also be third-party agencies involved in supervision. However, the price system is not isolated. If a company “subsidizes prices after the first price increasesâ€, if other companies do not follow up, the entire price cannot go up. The price mainly depends on market regulation and cannot be arbitrarily increased.
Policy content: The implementation process is more stringent
It is understood that in the store, energy subsidies are generally implemented in the form of extra-subsidies. That is, after the consumer pays, the delivery person will deliver the goods to his home and install it. The consumer can only hold a copy of the ID card and confirm the energy-saving subsidies. And commodity barcodes go to stores to receive subsidy payments, while in some electrical specialty stores, manufacturers choose to operate on the spot. The energy-saving subsidies are more rigorous than previous policies. Businesses that use subsidy directly for subsidy will be severely punished.
It is understood that the subsidy payments received by consumers in the stores are paid by the supermarkets. The sellers compile and collect the information and hand them over to the manufacturers. The manufacturers pay the subsidy to the stores and report the information to the relevant state agencies for approval. The department will conduct a consumer return visit and confirm that the subsidy belongs to the actual collection situation before issuing the subsidy payment in accordance with the quantity reported by the manufacturer. Although the process is more complex, it has been done as rigorously as possible to ensure that the subsidy is not indiscriminately occupied, but also protects the interests of consumers. In addition, the subsidy for an electric appliance is within 400 yuan, which is determined by the energy saving effect of the electric appliance.
Consumers: Expensive prices into barriers to consumption
The energy-saving subsidy policy has been implemented for more than a month now, and in early June, some stores and manufacturers have started to act, but the reporter learned that such promotions have not received too much favor from consumers.
In the interview, many consumers expressed that they did not know much about energy-saving subsidies, and some people thought that the price of energy-saving appliances was expensive, which made them hard to accept. "For example, an energy-saving air conditioner with an energy efficiency of 2 is 3,600 yuan, and after deduction of 180 yuan, the price is 3,420 yuan; the air conditioner that has not participated in energy-saving subsidies is sold for more than 3,400 yuan, after discounting is 3,000 yuan, and it participates in energy-saving subsidies. The price of the goods was 420 yuan.†A few days ago, Ms. Li, who was looking for suitable air conditioners in the store, complained to the reporter that she thought that the price of energy-saving goods was very expensive and actually was not worthwhile.
Miss Li also gave the reporter an energy saving account. “The air-conditioners that participated in the energy-saving subsidies spent only 25 hours less than the non-participated air-conditioners, ie, 0.49 yuan, and were calculated according to the usage time of 12 hours a day, and they saved 0.5 yuan in two days. Only two months saved 15 yuan. According to the use of 4 months of the year, the calculation will save 30 yuan. This extra 420 yuan will be saved in 14 years, but the air-conditioning life is only 10 years." Ms. Li thinks her calculation is not conservative, so it saves energy. The high price of the product has become a barrier to consumption.
Manufacturers: Not in a hurry to push energy-saving products
Manufacturers have invested heavily in energy-saving products. After many industry analysts analyzed the introduction of this energy-saving subsidy policy, manufacturers will obtain a good medicine to treat the market downturn in the first half of the year. So have the manufacturers started to push for energy-saving products? The reporter conducted a lot of experience, but the guide buyer pushed the reporter to the goods that did not participate in energy-saving subsidies.
In Shuangjing and a store, the reporter selected the F360 air conditioner from the US as a consumer, and the label showed that the air conditioner participated in the energy-saving subsidies. The reporter then went to the US shopping guide to explain. "This F360 model air conditioner sells for 3998 yuan, after subtracting 240 yuan from the energy-saving allowance is 3758 yuan, belongs to the level 2 energy-efficient products, the cost performance is higher." This purchase guide also homeopathy recommend a did not participate in energy-saving subsidies Air-conditioning, and said that not participating in energy-saving products is more cost-effective. "The price of this model that has not participated in is more than 3,700, but will participate in our million people buy activities, you can get a discount of 8.2%." The Purchasing Guide said that the product is a discounted price of 3148 yuan, 610 cheaper than the F360 Yuan, he suggested that reporters purchase this. He said that participating in energy-saving subsidies will no longer participate in other preferential activities, but the reporter found that other promotional activities are more intense.
"The price of energy-saving goods is indeed more expensive, which is the reason for the technical content." Yesterday, Gree Air Conditioning Beijing Branch Marketing Minister Wu Qiaomei told reporters that in Gree's products also exist such a situation, and Gree's energy-saving products and non- Energy-saving products are the objects of promotion. Gree has embarked on an energy-saving subsidy policy, but since the energy-saving subsidy rule was introduced in mid-June, there is a half-month vacuum period before. “There have been many publicity reports during the vacuum period, and many consumers have called for advice. However, due to the failure to issue specific details, the store cannot be developed and answered.†Wu Qiaomei said that although it has been implemented for one month, the entire home appliance market has not recovered. phenomenon.
“Currently, the energy-saving and non-energy-saving products in the Beijing Chigo Air Conditioning Market are all being promoted.†Li Lei, Marketing Manager of Chigo Air Conditioning Beijing Branch, stated that due to the implementation of the New Deal, consumers’ awareness of the new deal is still limited, so the market performance is not ideal. Need to be further promoted. Wu Qiaomei also stated that Gree Air-Conditioning has already conducted policy training for Purchasing Guides and will continue to make more improvements in service.
Store: No climate formed after implementation
The industry believes that the implementation of the energy-saving subsidies policy also has a warming effect on Beijing's stores. It is understood that in order to promote the implementation of the New Deal, all supermarkets have started to invest energy-saving subsidies since June, including both advance funds and the stores’ own promotional efforts.
“At present, most of the stores are triple-subsidy, that is, subsidies within the national energy subsidies policy, subsidies paid by enterprises, and subsidies for store promotions.†An industry source stated that although the strength of this triple subsidy is unprecedented, the New Deal has only been implemented for a month. , has not played a good driving role. Affected by various factors in the first half of the year, the flow of people in major shopping malls has been significantly reduced, and sales have also been affected. After the implementation of the New Deal, the reporter found that there was not much change after visiting various supermarkets, and some store guides said that there are not many consumers who really place orders for energy-saving subsidies.
Although the market still has no obvious signs of recovery, the head of the store is still full of confidence in the future. "Time is still relatively short, and in the long run, we must be able to see the effectiveness of the policy." An Xinjie, general manager of Dazhong Electric, said that the energy saving account can not only look at product prices, three-level energy consumption of refrigerators and a level of energy consumption The refrigerator is also used for ten years. In a few years, it will save money and achieve the environmental protection effect of power saving. Dazhong Electric will continue to vigorously promote energy-saving subsidies in the second half of the year, and has reached consensus with all companies that have won the bid for energy-saving products. Realize three-party subsidies to benefit consumers.
E-commerce: unresponsive operation is the main reason
This reporter learned that some online sales of energy-saving appliances are also successful, but the reporter found that some sites have not yet started to implement home appliances energy-saving subsidy policy, compared to offline sales of stores, e-commerce platform response is slow, such as Gome e-commerce store page no energy The subsidy program also clearly stated that its national telephone customer service did not implement energy-saving subsidies; its page goods also did not mark energy-saving subsidies. This phenomenon also exists in Dangdang.com, Amazon.com and other sites. At present, there is no section on energy-saving subsidies. On the early morning of the 12th of this month, Jingdong Mall posted the energy-saving subsidies business rules, which was nearly a month later than the offline store.
As for the participation of e-commerce companies in the energy-saving subsidy policy, Su Qing, deputy director of Suning's e-commerce market management center, also expressed his opinions. "Shops can be handled on the spot, identity cards, copying and other materials, but the electricity supplier can only take delivery when the sales staff, or consumers upload their own." Yan Qing said that this operation is more complicated and will delay delivery personnel time. According to its introduction, Suning Tesco's online uploading function was developed. After the consumer uploaded the information, the mall paid the subsidy to the consumer's account. Yan Qing revealed that currently Suning's energy-saving product combing work has been completed, and now it is in the process and personnel training phase. For advance payments, Yu Qing said that it would not put pressure on Suning.
Policy interpretation of the appliance industry did not suffer from "subsidy dependence"
- Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, asked: Isn't the pulling action obvious?
Background: According to Ovid data, the first week of implementation of energy-saving subsidies for home appliances, the market share of energy-saving products showed a downward trend. Since the implementation of the policy in January, some manufacturers have revealed that the current policy of pulling consumption of terminal consumption is not obvious.
Xu Dongsheng: The company needs a lot of preparatory work in the early stage of the policy, such as the R&D and procurement of production, and then the specific end to the sales side. There are a series of things that need to be adjusted. In addition, the company’s existing products also need some time to digest. From the situation of previous years, the effect of the first month is not obvious, but it will enter an explosion period in the next few months.
Second Question: Home Appliance Subsidy Dependence?
Background: According to China Gold Data, in the blank period before the introduction of the policy, the home appliance sector as a whole slipped 7% in the first quarter of 2012, and a new round of subsidy policies was introduced in June. Analysis of the industry, the appliance industry may have been suffering from "home appliance subsidies dependent on disease."
Xu Dongsheng: The home appliance energy conservation policy is a great bargain. It can direct you where to run, so it will have a certain volatility impact on the sales, operation, and product structure of the home appliance market. However, these effects are periodical and not long-term. The energy-saving subsidy policy for home appliances was introduced from the perspective of the entire industry, and it has positive significance for enterprises and consumers.
Three questions: fraud, price increase, false energy efficiency?
Background: In the process of policy implementation, some enterprises have seen the phenomenon of fraudulent supplementation of virtual energy efficiency indicators, and some enterprises have adopted the form of “subsidy after price increaseâ€. To a certain extent, this has caused some consumers to have low enthusiasm for policies.
Xu Dongsheng: As far as I know, relevant departments are formulating plans. In the future implementation process, there will also be third-party agencies involved in supervision. However, the price system is not isolated. If a company “subsidizes prices after the first price increasesâ€, if other companies do not follow up, the entire price cannot go up. The price mainly depends on market regulation and cannot be arbitrarily increased.
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