Appliance industry will continue to develop steadily

Recently, the China Household Electrical Appliances Association has released a series of annual operational analysis and forecast: China's home appliance industry has recently seen a clear upgrade in consumption; industry has been upgraded into the main theme of the industry; changes in sales formats have led to a sudden rise in online sales, which has become an important supplementary force for offline sales; The stimulus policy bid farewell to the home appliance industry. Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, pointed out that given the relatively stable macroeconomic development in China and the improvement of the international economic environment, it can be predicted that the development of China's home appliance industry will continue its steady development and the performance may be more positive.

Industrial competitiveness is better than last year. China's household electrical appliance industry is a star industry in economic stimulus policies in recent years. In 2013, large-scale consumption stimulus policies came to an end. The Chinese home appliance industry that grew up in full competition has keenly grasped the history of consumption upgrade. Opportunity, committed to the transformation and upgrading of the industry, has achieved initial results, and significantly improved industrial competitiveness and profitability.

According to Xu Dongsheng, it is expected that in 2013 the industry's main business revenue will be close to 1.3 trillion yuan, an increase of 14%-15%; total profits and taxes will be about 110 billion yuan, and total profits will be about 73 billion yuan, an increase of more than 25%. The main reason for the increase in economic efficiency was the increase in profitability brought about by technological innovation and management innovation. It also benefited from the low prices of raw materials such as copper, aluminum, and steel to a certain extent, and significantly reduced the procurement costs. It is expected that in 2013 the home appliance industry's export volume is expected to reach 54.5 to 55 billion U.S. dollars, an increase of 8% to 9%;

It is expected that the annual output of major appliances will approach the historical high level in 2011. According to comprehensive analysis of various aspects of data, the output of refrigerators/freezers and air conditioners will reach 89 million units and 105 million units respectively, and the output of washing machines and microwave ovens will reach 65 million units. With 69 million units, the number of refrigeration compressors exceeds 245 million units, an increase of 5%-8%.

Changes in consumption upgrades and consumption patterns In recent years, China has entered a historical period of consumer upgrading. Consumers are increasingly favoring high-end products with superior quality, stylish appearance, and energy conservation and environmental protection. Inverter air conditioners, drum washing machines, door-to-door and multi-door high-end refrigerators, large-size flat-panel TVs, boutique kitchen appliances accounted for more and more.

In addition, with the young generation of consumers gradually becoming the main force of household appliances consumption, their changes in consumer habits and consumption patterns have also prompted home appliance industry brewing channel changes. In fact, in the past two years, there has been a sudden rise in online sales. E-commerce has become an important force in changing the pattern of household appliances. The mainstream home appliance companies passed the test of the previous two years, and they are now actively responding to this trend and have begun to make arrangements for online and offline product lines. According to statistics, in the first half of 2013, the proportion of large-scale retail outlets rose to 6%-9%, and the proportion of online sales of kitchen appliances and small household appliances was even higher.

Industrial transformation and upgrading Gradually implement the transformation and upgrading of the home appliance industry has crossed the period of empty talk of ideas, entered a down-to-earth pioneering and enterprising stage. Most companies, especially leading companies, have shifted from heavy-duty and heavy-market share to the development of heavy technological innovation, heavy management, redesign, quality, efficiency, and quality.

For example, home appliance companies generally pay more attention to the investment in science and technology and have established a relatively good incentive mechanism. The position of scientific and technological workers in enterprises has been continuously improved. The scale of technological exchanges in the home appliance industry in the past two years has seen a continuous increase in the scale of the China Household Electrical Appliances Technology Conference. In 2013, the number of participants was close to 600.

The “China's Household Appliance Industry Technology Roadmap” developed by the China Household Electrical Appliances Association has been unanimously supported and recognized by the industry since its official release in 2011. In 2013, the China Household Electrical Appliances Association launched three products: refrigerators, washing machines, and air conditioners. The revision of the technology roadmap has been fully supported by mainstream companies. After half a year of efforts, on October 31, 2013, the 2013 version of the "China Household Refrigerator Industry Technology Roadmap", "China Household Electric Washing Machine Industry Technology Roadmap" and "China Room Air Conditioner Industry Technology Roadmap. This revised edition strengthens the contents of the three products of household refrigerators, washing machines, and room air conditioners. In particular, the implementation of industrial goals that affect China's three categories of products requires priority solutions and breakthroughs in key technical issues and technical bottlenecks. The analysis and elaboration proposed the gap with foreign countries and the direction of R&D. The revised road map refines the industrial development goals and R&D requirements, increases the status quo in 2013, and revise and improve the targets for 2015 and 2020. It can be said that this version of the technology roadmap is richer in content and more clear in its objectives. It will surely become a programmatic technical document that guides the technological innovation of the home appliance industry.

Another example is that major home appliance companies attach great importance to the improvement of management level. Many companies have successfully implemented IE industrial engineering and lean production, and achieved good results in improving management level, improving production efficiency, and reducing production costs. At present, 20%-30% of companies have implemented IE industrial projects. After implementing IE industrial projects, they have generally improved process logistics management, eliminated unnecessary energy consumption in factory logistics and power generation, and reduced transportation through rational organization and distribution. Cost; through the implementation of automated transformation of the production line has brought about a significant increase in the level of manufacturing technology and production efficiency, to achieve the purpose of reducing staff efficiency.

In 2014, efforts will be made to steer the consumer trend along with the increase in the penetration rate. The Chinese home appliance market will enter the stage of updating consumption. Therefore, in 2014, the China Household Electrical Appliances Association will devote more energy to guiding consumer trends and popularizing home appliance products. China Household Appliances Expo-Shanghai 2014 (AWE2014) is the “first shot” of the overall strength and image of the Chinese home appliance industry next year. AWE2014 will be held on March 18-21, 2014 at the Shanghai New International Expo Center Hall E4-E7. After three years of accumulation, the influence of AWE2014 in the industry gradually expanded. Compared with 2013, AWE2014 added a new exhibition hall with a display area of ​​60,000 square meters. At present, home appliance companies exhibiting high enthusiasm, booth reservations have exceeded 90%, especially the newly launched environment and healthy home appliances area has attracted the active participation of enterprises in this field.

The basic judgments of the China Household Electrical Appliances Association on the situation in 2014 are: First, although the domestic market has been affected by overdraft consumption and the residential market, the situation of consumer upgrading will be very obvious, and it will promote the steady improvement of the home appliance industry. Second, China's home appliance industry has occupied a very high proportion in the global market, and there is limited room for growth in export volume. Growth depends on market development and product mix improvement. Third, the development of China's home appliance industry will rely more on industrial upgrading. Technological innovation and management will become the main growth mode for the sustainable development of the home appliance industry. Fourth, online sales will bring new market opportunities and challenges for more companies. The risks in 2014 mainly come from the uncertainty of the domestic housing market and the turmoil in the international political situation.

Based on the above information, China's home appliance industry will maintain a steady development trend in 2014, and it is hoped that various parties concerned with the industry will continue to support the development of the home appliance industry and jointly create a healthy and progressive industrial environment.