Home Appliances Continued to Use the Original Limited-Price Dealers Say No Policy Hope Continues

Yesterday, Sun Tao of Linyi, Shandong Province heard the reporter of the “First Financial Daily” that Shandong’s “Home Appliances Going to the Countryside” policy was due to expire at the end of this month. He said he would like to inform friends who want to get married.

Shandong, Sichuan, Henan, and Qingdao, Shandong, first implemented the "home appliances to the countryside" policy three years ago. By the end of this month, the policy is about to expire. The 28 provinces and municipalities that will be implemented later will expire at the end of next year and at the beginning of the following year.

However, the person in charge of an electric appliance distributor in Xinzheng City, Henan Province, said to this newspaper that he did not want the policy to continue. Is this something different?

Dealer: Don't engage in affordable policies

Xinzheng is a county-level city under the jurisdiction of Zhengzhou City in Henan Province. Xiao Yang is the head of an electric distributor at Dandy. He told the newspaper that in the three years since the policy was implemented, dealers and ordinary people have indeed benefited. For example, a TV set with a limit price of 2,999 yuan, he bought 2,600 yuan, sold 2,799 yuan, and earned nearly 200 yuan; consumers received a 13 percent subsidy and saved nearly 400 yuan.

Xiao Yang said that in the first half of the implementation of the policy, the percentage of products going to the countryside was less than 50%. After six months of implementation, especially in September 2009, Xinzheng City simplified the subsidy process and adopted the direct subsidy method. Afterwards, the rural products began to account for nine of his business. to make. Xiao Yang said that in the past three years, big brands have sold their home appliances to the countryside, and small household appliances are also good.

In the past two years, Xiao Yang’s electrical mall has grown rapidly. Eighty to ninety percent of his customers are farmers in the townships below Xinzheng City.

He said that relying on the policy has made a small fortune. However, he also said that he did not want to pursue the "home appliances to the countryside" policy.

He made an analogy: Cabbage turned out to be a pound of 2.5 cents and rose to 3, 8 and then fell to 1 in 5, "If it is still a pound, 2.5 cents to limit, is it useful?"

It turns out that in the three years since the implementation of the policy, the unit price of many products has already fallen a lot, and the policy still follows the limited price, and it has already “knocked out the boat to seek the sword”.

For example, color TV, three years ago 32-inch LCD TVs each 3,000 to 4,000 yuan, and now the market price has been less than 2,000 yuan, 32-inch LED TVs are only 2,000 yuan. The limit of 2799 yuan for 32-inch LCD TVs in the countryside, 2500 yuan after the discount; 32-inch LED TV limit 3299 yuan, 2800 yuan after the discount.

“You are almost 1,000 yuan. Who will buy it from the countryside?” Xiao Yang said.

Cheat is another strange phenomenon. When Xiao Yang sells products to the countryside, he needs to take a pair of accounts. However, some township and township self-employed people do not have the qualifications for invoicing, and there is no port for entry into the countryside information system. When purchasing goods from wholesalers, they only ask for a little cheaper goods, and do not correspond to the “rural card” for each product. In this way, the excess cards in the hands of large wholesalers have become a tool for dealers.

He added that for all three years, all those who wanted to buy had bought it, and everyone had been less optimistic about the policy, and withdrawal would not have any effect.

Replace new engine

“Home appliances going to the countryside is a phased fiscal stimulus policy. It is normal for the expiration to expire.” Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said that its greatest role is to promote the construction of rural home appliance sales channels, and at the same time improve rural household appliances. Consumer awareness has also helped production companies to better survive the financial crisis. “The key now is orderly withdrawal.”

In fact, manufacturers are already preparing for the “post-home appliance era”. Zhang Hao, Director of Market Support Department of Changhong Market Service Center, said: “We will link production and sales to avoid the loss of commercial units and allow consumers to know when the policy will expire.” Meanwhile, several policies have taken the lead. In the provinces where they have withdrawn, Changhong will make new product plans for the 3rd and 4th markets.

Liu Weizhi, general manager of marketing for Skyworth China, revealed that Skyworth had launched more non-home appliances to the countryside in the provinces where the policy first took off six months ago; and encouraged dealers to diligently sell home appliances to the countryside to avoid backlogs. For the 28 provinces and cities that continue to implement home appliances to the countryside next year, Skyworth will also streamline product models and focus on best-selling models.

Xiao Yang told reporters that there are big factories that require dealers to use the last month to “catch one,” but he is very cautious because Xinzheng stopped receiving “direct subsidies” on September 30 and received notification because it was too late. And lost more than 10,000 yuan. “If the goods that came into the countryside in the last month go into the market and provide concessions to consumers, and the corresponding subsidy funds are not received in time, they will suffer.”

After the exit of home appliances to the countryside policy, rural household appliances market will fall into a trough, the industry is not the same. Peng Ye, director of market research at Zhongkang Era Market Research Corporation, believes that due to the implementation of the policy, rural consumption power has already been overdrawn in advance, and the impact of exit from home appliances to the countryside is unavoidable. In the next two years, China's tertiary market will change from high-speed growth to high growth. For platform growth.

Xiao Yang, who has long been rooted in the rural market, is more optimistic. He believes that in rural areas, the biggest consumption point in the future will be marriage spending. Rural youth will generally get married when they are between 19 and 24 years old. There are always people who want to get married each year. They do not have the pressure of urban residents to buy houses. Moreover, the income of migrant workers in recent years are constantly increasing. In addition, in addition to color TVs, refrigerators, and washing machines, the popularity of air conditioners in rural areas is still very low, but one family has to buy four air conditioners if there are four rooms.

"I have no problem selling the seller for 10 to 20 years," Xiao Yang said.

Xu Dongsheng pointed out that the potential for rural consumption is still huge, and the development of this potential still depends on market pull rather than policy-driven development.