Chinese home appliance market value of the cooling price war to be war regressio
2005 years, raw material prices continued to rise,
Energy Efficiency Labeling
Enforcement and other factors, so that distributors and manufacturers in the prices of household appliances had the opposite of the two attitudes. Season at the beginning of the most tumultuous household appliance market in previous years, price wars and disappeared, replaced by a wave after wave "return value of war" call.
Significant upward pressure on business
2005, the household electrical appliance enterprises feel the pressure of unprecedented price increases. The first is the direct result of rising raw material prices increased production costs of enterprises. To air conditioning products, for example, and in October 2004 compared to the purchase price of raw materials, steel products rose by 70%, plastic materials rose 73.9%, up 39% galvanized sheet, copper rose 1,600 yuan per ton. As these major raw materials account for the cost of air conditioning machine 1 / 3, air-conditioning machine manufacturing costs going up 20%. Secondly, the implementation of energy-efficiency labeling, directly forcing low-level, low-power product than the delisting, increased barriers to entry. Finally, the export tax rebate of 10% of the air conditioning down a direct impact corporate profits.
All kinds of pressure, the adjustment of product structure, increase input in the high-end products or the opportunity to take new products into household electrical appliance enterprises price adjustment should the primary means of immediate crisis. Samsung New Silver Ion Health Series appliance as the main product in 2005, but imported from South Korea's KFRD-SSC series of air-conditioning, HMA series of thin air and other expensive high-end product is a Samsung air force to the Chinese market in 2005 Push the key; LG Electronics has just launched 40 variety of white for the new Chinese market, the market for high-end products accounted for most; Ningbo Oaks said that as the 2005 New to the mostly high-end machine, Oaks Air Conditioning average price this year than last year actually increased by 200 yuan; even if there is a "price butcher," said
Glanz
2005 return of the strategic value from the price war fighting technology advocate to winning.
Household electrical appliance enterprises in the prices of calls received Dazhong Electronics, Paradise and other distributors. March 13, Dazhong Electric "energy-saving air-conditioning to promote healthy years", the Minister of large and medium electric air conditioning Business Division, said Yang Jun, 2005, air conditioning prices, or to rise, despite the large and medium electric let consumers benefit, but the steel, etc. increase of raw materials is amazing. While Suning air conditioning industry in 2005 the White Paper is expected to have a large area after the air conditioning prices upward trend, the rate is the average price increase per 220 yuan, equivalent to 11% increase. Medium and large electrical appliances from air-conditioning sales price comparison, last year's average selling price of air conditioners increased by more than 232 yuan in 2003, but this year, the average price of medium and large air-conditioned 316 yuan more than in 2004.
Overall decline in prices
Although significant upward pressure on home appliance business, but the huge inventory, after the implementation of energy efficiency labeling substandard products in the short term delisting, will determine the overall 2005 prices of home appliances will continue to decline.
Major brands of last year have expanded production capacity, air-conditioning industry in 2005, the total output of 5,000 million units from last year to 70 million units, a huge market of existing capacity and capacity to the contradiction. In addition, countries have mandatory on September 1 this year, the domestic market can not continue to sell energy efficiency products in 2.6 below, in order to ease inventory pressures, air conditioning manufacturers and merchants are bound to seize this spring and summer focused on sales, and low Price is undoubtedly the best means of stimulating consumption. Plus always been regarded as the international market is facing pressure reducer energy efficiency, environmental protection, technical barriers and other trade barriers (especially prone to lead to low price dumping proceedings) of pressure, so the overall price of 2005, China will continue to air conditioning down, but by raw material prices and increased corporate influence in the high-end products, the overall decline in the rate will not be too much.
Experts predict that prices of home appliances in 2005, compared with the previous year will be negative growth, at around 10%. Clearance activities in the second half with air-conditioning end of the price of home appliances will be a relatively stable period, coupled with the impact of raw material prices will appear in the second half, so the second half of white goods will be priced slightly higher. In this change process, the price of home appliances polarization trend will become increasingly significant.
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