May white market counterattack

After the market experienced a shock adjustment in the first four months in 2013, the white power market rebounded strongly in May, and the market scale increased substantially. The reason is that, on the one hand, there are many promotional activities on May 1st Golden Week, and the festival consumer demand increases. Impact; On the other hand, the subsidy policy for energy-saving and benefit-free people ended at the end of May, and the policy's tail-tail effect stimulated sales growth. According to China Unicom's total data, in May 2013, the market size of white electricity reached 39.6 billion yuan, a year-on-year growth rate of 40.0%. The market size of the refrigerator market was 10.27 billion yuan, a year-on-year increase of 24.42%; the market size of washing machines was 51.8. Billion yuan, an increase of 30.6%; air-conditioning market size was 23.09 billion yuan, an increase of 53.1%.

The annual May is the hottest month for the home appliance market in the first half of the year. The weather turned hot in May, and the home appliance market also heats up. White power products usher in a year-long sales season, and May is also a preference for newly moved and newlyweds. In the season, the rigid demand of the market further increased; during the May 1st Golden Week, manufacturers frequently promoted their sales activities, and the “price war” attracted consumers to purchase. It became a holiday for consumers. According to the data released by Yikang, May 1st: 2013 In the "May 1 holiday" (April 15 ~ May 5), the total size of the washing machine market reached 3.75 million units, an increase of 10.2% year-on-year; the total size of the refrigerator market reached 5.43 million units, an increase of 5.3% year-on-year; the total scale of the air-conditioning market It reached 7.25 million units, 13.3% year-on-year. In addition to the concentrated growth in May Day holiday sales, the one-year energy-saving benefit subsidy policy ended on May 31. It also played a big role in the overall market in May. The consumer rushed to adopt the “last train” policy. The tail effect is fully revealed. According to the China Energy Saving Promotion Report, the retail sales volume of the refrigerator won the price increase by 37.1% in May, and the market share reached 74.2%; the retail sales volume of the washing machine won a -9.6% drop, and the market share reached 54.5%. The retail sales volume of air-conditioner-winning products increased by 50.0% month-on-month, and the market share reached 68.6%.

The offline sales were satisfactory and online sales rose steadily. In May, e-commerce continued to exert power. According to the monthly report of China Econn E-Commerce, the retail volume of online refrigerators increased by 328.5% year-on-year in May 2013, and the retail sales were the same The growth rate was 435.7%; the retail volume of online washing machines increased by 331.9% year-on-year, retail sales increased by 376.6% year-on-year; online retail volume of online air conditioners increased by 121.0% year-on-year, and retail sales increased by 156.2% year-on-year. The power of e-commerce cannot be overlooked. With the continuous increase of its market share, the influence on the overall home appliance market is continuously expanding, which promotes the full recovery of the home appliance market.

Zhong Yikang, president of China Excel, believes that in May the market continued its positive recovery in the first half of 2013. Affected by multiple positive factors, market sales rose significantly. Some product sales reached the peak of the first five months, and may even be in 2013. The company won the championship throughout the year. These excellent performances were based on real estate regulation in the first half of the year. The effect of energy-saving subsidies was highlighted and the overall environment was positive. However, these positive signals will weaken in the coming June, major holidays will be reduced, policies will withdraw from the market in advance, and the national economy will also enter the adjustment period. The market is facing a very severe test, how to ease inventory pressure and continue to promote the depth of energy-saving products. Layout, how to accelerate the structural upgrade to promote the popularity of high-end products and customer experience, are a difficult problem facing many home appliance manufacturers.