Why is China's home appliance market sluggish in the first quarter?

This is the second of 3721.html ">2014 Quarterly 3C Market Analysis." The first quarter of 2014, the once-beautiful mobile phone market began to slide from the top, and the home appliance market is not good, in general, can use "weak" to describe.

Or first look at the overall market data:

China washing machine market overall weakness, performance is flat. Allwin consultation data show that in the first quarter of 2014, China's washing machine terminal retail volume of 7.57 million units, an increase of 3.9%, retail sales for 14.6 billion yuan, down 1.7%, open the door to meet the cold.

Chinese color TV market sales and income decline. Allwin consultation provided data shows that in the first quarter of 2014, China's color TV market total domestic retail sales of 10.9 million units, down 10.5% year-on-year, sales 36.6 billion yuan, down 13.3% year-on-year.

China's refrigerator market volume drops. Internet Consumption Research center data show that in the first quarter of 2014, China's refrigerator market volume of 7.48 million units, the first quarter of 2013, 7.42 million units rose 0.8%, and the market in the first quarter of the retail sales of 21.6 billion yuan, compared with the same period last year 22 billion yuan, down 1.6%, the volume of the decline.

Suningyun business revenue and profit both fell. Suningyun business earnings in the first quarter of 2014 showed a quarter of 22.869 billion yuan in revenue, a fall of 15.93% per cent, operating profit losses of 590 million yuan, compared with the same period last year (556 million yuan) fell 206.25%; the net profit loss for shareholders of listed companies is 433 million yuan, compared with the same period last year ( Profit of 493 million yuan slipped 187.98%; Total assets 78.1 billion yuan, minus 4.94% year-on-year.

Then look at the first quarter of home appliance manufacturers earnings data:

Konka in the first quarter of this year to achieve revenue 4 billion yuan, slipped 15.74%, net profit of 9.52 million yuan, down 33.14%.

TCL Multimedia sales in the first quarter of this year amounted to HK $7.889 billion, down 15.9%, and gross margin of HK $1.026 billion, down 33.7% year-on-year.

Skyworth Digital disclosures have also been disastrous. The company's total television sales fell 3% per cent year-on-year. This is Skyworth digital performance four year first drop. By the adverse impact of earnings, Skyworth Digital also made the executive adjustment, Peng successor Liu Yaoping, as Skyworth group China Regional Marketing Headquarters general manager.

Changhong announced a quarterly report of 2014. The company's first quarter operating income of 12.531 billion yuan, down 3.53%; The net profit of the shareholders of the listed company is 9.2326 million yuan, down 93.75%;

U.S. group released the first quarter of 2014 report, the United States in January-March this year to achieve business income of 38.35 billion yuan, an increase of 22%, net profit of 2.54 billion yuan, the same caliber to achieve a year-on-year growth of 53%; earnings per share 1.51 yuan, an increase of 54%.

Eyeful of the decline, decline, decline, overall, black power companies in the first quarter of the day is very difficult, white power companies are relatively better, but also relatively weak. In this, the United States is an exception, its operating income, net profit has achieved growth, and the growth is not expensive.

Why is the home appliance market so weak in the first quarter? One shark thinks there are three reasons for this. Welcome to the southern underworld a shark's micro-letter public number (micro-signal: Southsharker), to obtain more market trends.

One of the reasons, the policy of energy-saving Huimin exit, the new energy efficiency standard implementation and so on change.

As we all know, home appliances energy-saving subsidies stopped last May 31, last year because there is energy-saving subsidy policy, so the sales of household appliances is good, and the first quarter of this year because there is no energy-saving subsidies, compared with the same period last year, the gap will increase The country's home appliance energy-saving subsidy has been implemented for more than five years, including home appliances to the countryside and energy-saving subsidies, and other policies for the home appliance industry, the stimulus is still very considerable, these policies to stop the growth of the home appliances industry undoubtedly has a certain impact.

Another policy is October 1 last year, inverter air-conditioning and other 5 kinds of household electrical appliances began to implement new energy efficiency standards. Home appliance products Such a large area of upgrade energy efficiency level standards unprecedented. This means that high energy-consuming products must be withdrawn from the market, and home appliances manufacturers are forced to bargain at low prices and innovate their product lines, which also affect the performance of home appliances manufacturers.

The second reason, the Internet is a profound impact on the home appliance industry, Shunzhi, Mighty.

Similar to the internet impact of mobile phone industry, the internet has brought about a profound subversion of home appliances industry, millet TV, video TV and other products, as well as the rise of electric business channels such as Beijing-east, have brought impact on home appliance manufacturers.

For example, the impact of the internet on the color TV industry is mainly reflected in: Low-cost electric business channels and television intelligent to make the revenue model from a simple hardware mode into a "hardware service" mode. Both factors have caused the price war of color TV to intensify. Jing Dong and Changhong recently customized 32-inch TV price only 999 yuan, Skyworth recently launched only for the power channel sales of cool open full size youth version of TV, 55-inch price only 3999 yuan.

The beauty of the performance is good, but also with its active embrace of the internet. After the US group unveiled its smart home strategy in early March this year, March mid-June U.S. air conditioning will be the first to join hands with Alibaba launched a new intelligent air-conditioning products, and immediately launched in the day Cat Mall of the United States small cloud air-conditioning sales, accelerate the quality strategy in the Internet era of the pace of progress, completed from the strategic transformation, Product transformation to market operation and transformation of the integration of the docking.

The third reason: the adjustment of the real estate market has also formed the inhibition to the home appliance market.

The home appliance market also has an influence factor is the real estate market, unlike the handset everybody said to change, for the home appliance replacement is usually because buys the house. Therefore, the home appliance market is to some extent the real estate market and even the macroeconomic barometer.

The first quarter was the watershed of the real estate market, as of April 24, a total of 63 listed companies in the Shanghai and Shenzhen Cities disclosed a quarterly report and performance forecasts, of which 42 reported net profit decline or loss, such as the first quarter of China Merchants real estate business income of 7.251 billion yuan, an increase of 18% At the same time, net profit fell 6.82% year-on-year, Hefei urban construction, Huayuan real estate, such as the convergence of performance. A number of housing companies said that, if only the market itself to judge, the property market throughout the year downward probability.

The overall weakness of consumer consumption, the impact of Internet thinking and the disappearance of policy dividend, together molded the home appliance market in the first quarter of weakness. Looking to the future, these factors are still not showing signs of improvement. Home appliances manufacturers are actively through the transformation of intelligence or O2O, hoping to change the decline, usher in a turnaround.

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