Spring Festival In The Data: Green Smart Appliances Are Gaining Momentum. Consumer Demand In The Fourth And Sixth Grades Is Soaring.

- Feb 13, 2019-

"purchase new subsidies" boost sales of high-end smart appliances

On January 29th, the National Development and Reform Commission and other 10 departments jointly fought 24 new policies to promote consumption. Among them, it was proposed that “conditional places can provide appropriate subsidies to consumers to sell old household appliances and purchase new home appliances, and promote the sale of high-quality new products”. It is considered by the industry to be a new round of “purchase of new subsidies” or “old-for-new subsidies”, which is called the “Spring Festival Gift Package” obtained by the home appliance market.

On February 1st, Beijing took the lead in launching a new round of energy-saving and emission-reduction promotion policies for three years, and providing qualified consumers with 15 types of energy-saving and emission-reducing products such as TV sets, refrigerators, washing machines, air conditioners and water heaters. A single piece of subsidy of up to 800 yuan. From the feedback from Beijing appliance stores, the energy-saving subsidy policy has been widely known, and its role in enhancing consumer confidence and boosting market sales has become increasingly apparent.

Wang Haichao, deputy director of Suning Tesco's Ciyun Temple Bridge Store, said that during the Spring Festival this year, the number of customers who came to the store every day was over 100, and most of them were buying green and smart home appliances. The sales of 4K smart TV, air-cooled frost-free refrigerator, washing and drying machine, smart door lock, intelligent electric drying rack and other products are better. Driven by factors such as popular popularity and product structure upgrades, the sales of this Spring Festival holiday store increased by about 5% to 10% compared with the same period of last year.

High-end, smart home appliances are also more popular among consumers in Gome. According to the feedback from Gome's big data, during the Spring Festival, mid-to-high-end products accounted for more than 63% of the overall category of refrigerators; multi-door, split, and three-door high-end products also increased significantly, such as Casa Di, Samsung, Siemens and other brands. It accounts for more than 90% of the sales of high-end products. With the yearning for consumers' demand for healthy living, the healthy air-cooled frost-free refrigerator has become the first choice for consumers. The top 20 models of the Spring Festival refrigerator category are all air-cooled and frost-free products. In terms of washing machines, the pulsator automatic washing machine and the drum automatic washing machine are still the first choice for consumers to buy, occupying 72% of the entire washing machine category. In terms of color TV, the growth of large-screen TVs and smart and curved/OLED TVs of 55吋 and above was the largest, up by more than 226% year-on-year.

The Jingdong Spring Festival consumption data is also gratifying. It is understood that the sales during the Jingdong Spring Festival increased by 42.74% compared with the same period of last year. Among them, sales ranked Top5 categories: mobile communications, computer office, household appliances, clothing shoes and home furnishings.

More and more consumers are keen to choose smart home appliances that are convenient and easy to use. This has also given a boost to those in the industry who once thought that the growth of the home appliance market has encountered bottlenecks. Intelligent upgrades have brought new growth points. Perhaps it will also help the entire home appliance industry to usher in a new round of development.

Consumer demand in the fourth and sixth-tier markets soared

Jingdong data shows that during the Spring Festival, consumption from low-tier cities showed strong growth, with four-tier and six-tier cities having the highest consumption growth and sales increasing by more than 60% year-on-year.

“The data of Suning Retail Cloud shows that the consumption demand of household appliances in the sub-county market has soared.” Liu Huaili, deputy general manager of Suning Retail Cloud Platform, said that the data of the retail cloud in January showed that the overall sales of color TV products increased by 51.5%, including 80 inches. And the above color TV growth rate reached 91.87%. Since January, sales of electric toothbrushes have increased by 287.5% from the previous month, corresponding to a 707.5% increase in sales of toothbrush heads. The sales growth of smart watches and smart bracelets is also very significant. “Smart” has become the choice for the rural residents in the town.

In this regard, relevant industry insiders analyzed that, on the one hand, young people who work hard in the city return home for the New Year, effectively driving the consumption power of their hometown; on the other hand, the sinking of e-commerce channels allows more and more rural users to spend the holidays. During the period, you can enjoy the convenience of e-commerce anytime, anywhere. Compared with the first- and second-tier cities, household appliances tend to be saturated, and consumers in the rural home appliance market are more aware of the need for large and small home appliances. They are also taken for granted. At the same time, home appliances are moving towards more energy-efficient, technological and intelligent product sales, which is a benign performance for the entire rural appliance market.

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