New policies for home appliances to the countryside, attitudes toward small and medium-sized brands

For the news that there will be a new round of home appliances going to the countryside, there are big companies that have firm positions and issued sharp voices indicating that they do not welcome the policy of new home appliances to the countryside. However, for those small and medium-sized enterprises that have gotten a share in the policy of home appliances going to the countryside, they have shown little ambiguity about the re-entry policy.

A number of business people expressed their views in an interview with China National Grid. Wang Huanjiang, chairman of Feilong Home Appliances Group, believes that the policy of going out to the countryside will still have a role in boosting domestic demand. The family is happy with a few worries. In fact, it is still more beneficial to large enterprises.

Liu Yong, deputy general manager of Sawyer Electric, said that “the new policy of going to the countryside will not work for us”. Zhou Xubao, senior manager of China and South Korea’s electrical appliance marketing department, has a clearer attitude. He said, “As a matter of fact, we are still welcome.”

Large enterprises had previously expressed their rejection of the policy and believed that the current domestic market should rely on the free competition of the market to adjust. It should no longer rely on the hands of the policy to disrupt the market rhythm artificially. In Zhou Xubao's opinion, the key to opposition is that many companies have already made great efforts to promote non-home appliances to the countryside. If the national policy is changed again, all policies and steps of the enterprise will have to be readjusted. In fact, it is the major turnaround of the ship. difficult.

From the perspective of retail terminals, home appliances to the countryside currently contribute a small proportion to the company’s sales, and many retail customers are already diluting home appliances to the countryside. In this regard, industry insider Shen Jian stated to China National Grid that the re-implementation of home appliances to the countryside did not provide much help for the existing markets including the rural market. Some companies proposed to subsidize small household appliances. Shen Jian did not think it was necessary. The best move now is to let the market recuperate.

However, with regard to air conditioners, refrigerators and washing machines, the sales pressure faced by enterprises is indeed very high, because not only is the market situation bad, but also the problem of inventory and overcapacity is serious.

Taking the refrigerator as an example, Wang Huanjiang said that the domestic refrigerator market is approaching saturation and there is a serious excess of production capacity. The current state of the company is production and sales upside down and production on demand.

When the domestic demand is not booming, what should the company do? A manager of a refrigerator company in charge of the export market tells the China National Grid that production capacity will be squeezed into the export market. This will inevitably lead to price competition. The veteran speculates that the pressure on the refrigerator companies next year It will be large and the market will inevitably shuffle.