Appliances sales growth faster in the fourth quarter or recovery

The latest data show that in September this year, the total retail sales of home appliances and audio-visual equipment in China increased 13.7% year-on-year, maintaining a two-digit increase for two consecutive months. After interviews, the reporter found that as the global economy has stabilized and domestic market demand has increased, the industry is generally optimistic about the recovery of home appliance sales in the fourth quarter.

Sun Jun, secretary of Suning Appliance, told reporters that since the fourth quarter, the company’s home appliance sales have gradually stabilized and recovered, and it is expected that the growth momentum will continue for the remaining two months.

Industry online data showed that the sales growth of refrigerators in September was still ahead of other industries, reaching 22%, of which domestic sales increased by 23% year-on-year to 5.39 million units, and exports remained the same as last year. Leading companies such as Qingdao Haier, Hisense Kelon and Midea Electric Co., Ltd. saw an overall increase in sales in September compared with the same period last year, of which US sales in September increased by more than 30% year-on-year, becoming a major highlight of the refrigerator industry.

Second, domestic sales of washing machines for the first time in September achieved positive growth for the first time in the year, with total sales up 6.6% year-on-year to 5.61 million units, and exports increased by 17.8% year-on-year.

Ji Min, an analyst at China Merchants Securities, said that the current per capita amount of washing machines is already high and is not expected to become a bright spot for future growth.

In addition, excluding the effect of the Spring Festival at the beginning of the year, the total sales growth of air conditioners in September achieved the first positive growth, with domestic sales up 2.9% year-on-year and 13% higher than in August.

The sales of LCD TVs, which had always been relatively well-sold, were basically flat year-on-year, with domestic sales increasing by 14% to 4.46 million units.

“The fourth quarter of each year is the sales season for black appliances. TCL Group’s LCD TV sales target for the year is 15.2 million units. In the previous month, it has completed 12.39 million units. It is believed that there will be significant growth in December.” TCL Securities Services The representative told reporters.

TCL Group sales data in October showed that the company's single-month LCD TV sales reached 1.35 million units, an increase of nearly 40%, of which LED backlight LCD TVs increased by 157.36%; In addition, air conditioners, refrigerators, washing machines, sales increased year-on-year It is 10.79%, 20.36%, 44.07%.

For home appliance sales growth gratifying, an analyst who was interviewed believes that since the third quarter of this year, real estate transaction volume has shown signs of growth, driven by just needed, home appliance sales began to pick up from the third quarter. At the same time, the dust in the US presidential election has settled, the debt crisis in Europe has eased, and the economy in Europe and the United States has become increasingly stable. This has driven the global economy to a good level. In addition, the industry’s sales growth rate base was slightly lower last year, which predicts that the home appliance industry will fully recover in the fourth quarter.