Why the successful enterprise products not to the countryside

Home appliances to investigate the difficulties of the enterprise in the recent state Ministry of Finance, the Ministry of Commerce announced a new round of home appliances to the public bidding enterprise list, Zhejiang heart to Heart Electrical Appliance Co., Ltd. 8 models of electromagnetic stoves in 19 provinces (autonomous regions) production of the successful bidder, become the first Cixi products of the home　　Up to now, Cixi home appliances to the countryside to reach 33 successful enterprises, including 6 of the successful enterprises, the successful products involved in refrigerators, freezers, washing machines, air-conditioning, electromagnetic stoves, such as the five categories of 429 models. At the end of February, the Chinese Economic Times reporter once to the Cixi home appliances in the countryside to the successful enterprise situation conducted a survey, found that many enterprises not only relatively small scale, even a business in the absence of trademark authorization, unexpectedly also successfully obtained home appliances to the countryside. How are these companies doing? Are they in the production of home appliances to the countryside products? At the end of May, China Economic Times reporter once again came to Zhejiang Cixi.　　In this survey, the reporter found that some of the successful enterprises did not produce home appliances to the countryside products, but still to other domestic appliances enterprises to do foundry. Subject to the circulation channels from the Cixi area drive north more than 10 minutes by car, into the Cixi Xinpu Town territory, in this area less than 60 square kilometers of small town, scattered large and small nearly 20 home appliances to the countryside to the successful enterprise.　　February, the reporter investigated the dragon, Wisteria, Lamo, Procter and Gamble, small goldfish, tin ze, such as the successful enterprise of home appliances to the countryside are scattered in this town. "No suitable vendors found, products can not be in the countryside." Not only we, Cixi many of the winning enterprises are currently no products to the countryside, is still on the sidelines.　　"One in the third batch of household electrical appliances in the countryside bidding successfully won the washing machine manufacturers boss told China Economic Times reporter, according to the relevant provisions of home appliances to the countryside, the product of the technical standard after the bid, but also need to apply for circulation label." He said, because the circulation standard is by each provincial and municipal Commerce Department is responsible to the National Ministry of Commerce recommendation, and the quota also has certain limits, but each province to the local circulation enterprise to have the certain place protection, like him such small scale enterprise, although in the sales network construction has paid a great effort, with most household appliances to the countryside production enterprise,　　Still not able to obtain home appliances to the rural circulation qualification.　　According to him told reporters, can not obtain circulation of the enterprise's products to enter the market, in the current home appliances to the countryside under the relevant policies, there is only one way to go, that is, to the flow of the enterprise to pay a certain fee, anchored in the channels of these enterprises to operate. "Originally home appliances to the countryside products, the profit is not high, and the successful circulation of enterprises in the light of the fee will be collected several points to us, so that our production enterprises are basically unprofitable, and even individual products have to lose money, you say, we also want to produce home appliances to the countryside products?"　　"he said.　　Reporter learned that similar situation, in a number of successful Cixi home appliance enterprises exist. 1/3 Enterprise products can not go to the countryside "for us, home appliances do not go to the countryside does not matter." The company does not have much hope for home appliances in the countryside, and will not put too much energy into the work of home appliances to the countrysideOf。　　"This is the reporter February interview ningbo tian Ze Electrical Appliance Co., Ltd., the company general manager Zhang Yongchun said."　　He said, because the company previously only to do export, in the domestic and did not establish their own sales channels, the successful home appliances to the countryside, the company has also wanted to use home appliances to the countryside policy pull, to establish their own sales channels, but the company's current strength, is really powerless.　　According to the reporter understand, in Cixi, and tin ze so squeezed into the ranks of home appliances to the countryside can not let the products go to the countryside of a few enterprises. According to Zhejiang Media reports, the same is located in Xinpu Town, China's billion group, the home appliances in the countryside, there are several models of washing machines and refrigerators are marked. For the group in the home appliances in the countryside encountered problems, Chairman Cai Bonan at first promised the newspaper reporter's interview request. But in the newspaper reporter rushed to the enterprise on the way, Cai Bonan suddenly by telephone declined the newspaper reporter's interview. He told the newspaper reporter through the Xinpu Town staff, enterprises through a variety of efforts to achieve the indicators of home appliances to the countryside, the original home appliances to drive the company's sales have very big hope, but through a period of time operation, because the policy is not perfect, not let the enterprise to achieve the expected effect, pay and harvest is not proportional to,　　Make him feel a bit of a gap. "Just won the bid, the enterprise appears very high-profile, at all levels of media publicity, in the enterprise inside a wide variety of banner ads, now suddenly low-key down."　　"A Cixi government official told the China Economic Times reporter. According to the Cixi home appliances to the Countryside Production Service director Yang Wei told China Economic Times reporter, according to their grasp of the situation, there are about 1/3 of the winning enterprises are not produced or can not organize the countryside products to the market often investigate its reasons, the industry believes that the first is the strength of enterprises is really not enough,　　Can not meet the requirements of home appliances to the countryside, no way to the countryside; the second is the original tender, in order to be able to bid, the declared price is too low, the company can not produce the price of the successful sale of products. "Rural home appliances market is really a sweet, but really want to taste is very difficult." "The above industry insiders told our correspondent, because the home appliances to the countryside products bidding requirements sales ability and maintenance service ability must cover all the township, sales and repair service outlets in each of the bidding provinces and cities in the county coverage rate of more than 70% and other factors limit, many big brand enterprises are currently unable to achieve,　　Like Cixi these small enterprises participate in home appliances to the countryside, showing more is a kind of gambling heart. "Anyway, get the mark first."　　"A successful enterprise boss to China Economic Times reporter said, after all, after the enterprise won the bid, affixed to the national label, with the big brand standing on the same starting line, in a sense, the people will think that our enterprises and products have been recognized by the state."　　Link home appliances to the countryside policy timetable December 1, 2007, the Ministry of Finance, the Ministry of Commerce to start home appliances to the countryside, Shandong, Henan, Sichuan Province, the first batch of three pilot areas. January 21, 2008, the Ministry of Commerce and the Ministry of Finance issued a joint dispatch "home appliances to the Countryside" logo, February 1 after the pilot products willTo be used.　　October 31, 2008, the pilot province expanded to 14 provinces and cities, home appliances to the countryside products add washing machine.　　December 1, 2008, "home appliances to the countryside" in the national comprehensive promotion, the implementation of the unified time is tentatively four years.　　December 31, 2008, Motorcycles, computers, water heaters and air-conditioning are included in the policy subsidy range of home appliances to the countryside.　　February 1, 2009, home appliances to the countryside policy from 14 provinces (districts, municipalities) to promote the whole country. February 19, 2009, microwave ovens, induction cooker included in the home appliances to the countryside policy subsidy range.　　And each household limit of one purchase to two units.　　April 23, 2009, the Ministry of Finance and the Ministry of Commerce and other 11 ministries and departments issued the "home appliances to the countryside operating rules", in 16 provinces and cities to simplify the subsidy program reform pilot. Buy the Countryside product subsidy process sales outlets in the farmers to buy products in the countryside within 3rd after the sale of information into home appliances to the Countryside information management system. Within the specified time, farmers to the village and township financial departments to declare subsidies.　　Township Finance department After the initial nuclear, the County Finance department, the county Finance Department audit confirmation, the subsidy funds through the bank directly to the farmers savings account.　　The original and photocopy of the invoice for the purchase of the product and the original ID card of the  include the certificate issued by the Resident ID card or the Public Security Registration Administration Department, the original residence booklet, the special identification card for the subsidized household electrical appliance products, the purchaser's passbook and other materials required by the management department.　　How to identify home appliances to the countryside products? In order to facilitate the identification of farmers, the Ministry of Commerce and the Ministry of Finance specially developed the product identification. Home appliances to the countryside products outside the packaging of the front  mobile phone packaging should be above that is the top should be printed home appliances in the countryside to the successful product identification and "Ministry of Finance Ministry of Commerce home appliances to the countryside" the words; washing machine, color TV, refrigerator  freezer outside packaging of the left side of the Mobile phone packaging should be printed in front of the home appliances to the countryside product description; Home appliances to the countryside products use instructions cover the upper left corner should be increased home appliances to the Countryside Special logo and "Ministry of Finance Ministry of Commerce home Appliances to the countryside," the word "home appliances to the Countryside Product identification card." [Page] The successful enterprise prepares to prepare for home appliances to the countryside home appliances to the countryside Survey Enterprise newspaper reporter Jiang Yihai as the breakthrough in the international financial crisis to stimulate domestic demand, the country's home appliances to the countryside project placed great expectations, several times to expand the rural household appliances products and regions, and timely according to market feedback adjustment of home appliances to the countryside subsidy procedures and operating procedures.　　At the same time, the Chinese Economic Times reporter recently through the Guangdong, Zhejiang, Anhui and other home appliances production base of the field survey to understand that home appliances to the countryside, home appliances to the countryside full of enthusiasm, and actively participate in and promote home appliances to the countryside policy implementation.　　Busy production May 27, China Economic Times reporter came to Zhejiang Cixi Dragon Appliance Group Co., Ltd. interview, did not enter the factory door, they saw the door out of a few loaded full of large trucks. "These are sent to the north to bidProvinces of home appliances to the countryside refrigerator and washing machine products, a car can carry three hundred or four hundred units, recently we have to send several cars every day. "To greet reporters at the door," said Jujenbo, general manager of the company's marketing company, in January-March, the company's domestic market grew more than 50%, and some products grew by 90%.　　Comprehensive factors, the company for this year's domestic market development prospects are very optimistic, the annual sales of the domestic market is expected to double than last year.　　According to he told the China Economic Times reporter, in two rounds of home appliances to the countryside bidding activities, Feilong household appliances Group has won the "washing machine, refrigerator, freezer" three major categories of 99 models of products and 22 provinces and cities of the circulation standard, to become the largest winner in Ningbo. Recently, the company expanded the production line, a new recruit more than 500 employees, of which, only refrigeration products production line recruited 380 people, workers are working overtime every day to the successful production of home appliances to the countryside products.　　"Jujenbo said.　　According to the Chinese Economic Times reporter understand, in the rural household appliances in the countryside, the Cixi, a lot of recent home appliances to the successful enterprise production lines are unusually busy, some successful enterprises in the domestic market sales growth significantly. "After the successful washing machine, Jin Shuai group only one months in April to the winning provinces sent to the countryside washing machine nearly 10,000 units."　　"Cixi, an official who declined to be named, told our correspondent.　　and Ningbo Procter and Gamble Electric Co., Ltd. Domestic Marketing center General manager Li Junwei in the China Economic Times reporter interviewed also said that from the company's situation, the market for home appliances to the countryside products demand is growing, has accounted for the company's overall market share of about 70%, is expected to further increase in the second half.　　With many Cixi successful home appliances to the rural production enterprises, Shenzhen Skyworth Group also for home appliances to the countryside TV production and busy. "Now all parts are out of stock, factories work overtime every day too late." "May 25, located in Shenzhen Nanshan District high-tech south, a Skyworth 13 floor, Skyworth Group Co., Ltd. brand management department brand director and spokesman Shen Jian in the China Economic Times reporter interviewed that, thanks to the policy of home appliances to the countryside, Skyworth following last year's TV sales and LCD TV sales both ranked first in the country,　　In March this year, home appliances to the successful sale of color TV products in the countryside, Skyworth LCD TV with 36.5% of the market share of the highest in the country first. Shen Jian told reporters that since last October, the domestic color TV market is very hot.　　Only in the first quarter of this year, the countryside color TV in the country-wide sales volume reached 753,000 units, sales exceeded 840 million yuan, rural color TV market shows a prosperous scene. "Only April 18 and 19th two days, Skyworth TV sold more than 50,000 units, the total sales of more than 190 million yuan." According to the current situation, this year the company will break through 1.5 million sets of sales targets, is expected to reach 2 million units.　　"Shen Jian said. Zhao, Director of the brand promotion Department of Hefei Meiling Co., said in an interview with the China Economic Times reporter that since the tender stage of home appliances went to the countryside, Meiling was established.Home appliances to the Countryside Project Committee ", and for farmers fresh vegetables with the pick with eat, need to refrigerate less items, while the frozen items are more life characteristics, not only a variety of successful refrigerators are the use of large refrigeration room design, in addition, also for the characteristics of rural markets, in the countryside on the refrigerator on the special prevention of rat cover, moisture-proof materials, energy-saving design,　　Wide voltage band and low voltage start. "The country to promote home appliances to the countryside policy implementation of such a large, the frequency of adjustment so high, are unprecedented." Meiling will fully support home appliances to the countryside, do a good job in the countryside home appliances production and services.　　"she said. According to the National authoritative Department statistics, the rural household appliance product penetration rate increases 1%, can increase 2.38 million Taiwan's consumer demand. June 16, Ministry of Commerce spokesman Yao Jian in the day of the Ministry of Commerce's routine press conference said that as of the end of May, home appliances to the countryside products have been sold 9.8664 million units, sales amounted to 15.297 billion yuan.　　Among them, May, home appliances to the countryside product sales reached 2.23 million units, sales of 4 billion yuan, 42% increase than April. Fight Service "Rural market is a rich ore in need of excavation, and to do a good job in the countryside product service is the key to win this market." "Hefei Meiling Co., Ltd. Sales Minister Hu Chaogui in the China Economic Times, said in an interview, home appliances to the countryside project in the country to promote the implementation, greatly stimulated the rural consumer to the potential demand for home appliances products, but also accelerated the major home appliances enterprises to promote the three or four-tier market of rural strategy.　　And with the development of home appliances to the countryside, the urgent need to solve a variety of rural household electrical appliances consumption problems surfaced. "At present, the most worthy of attention to the core issues of after-sales service." "According to our home visits and field surveys of the rural market this March, we found that more than half of households in rural areas bought refrigerators in a phased state of use," Hu Chaogui said. The reason, the most important factor is the rural consumer to the refrigerator as a major asset of the home, afraid to use more easily bad, more afraid of using the broken no one repair, difficult to repair, repair.　　"In order to give the vast number of rural consumers to create a safe use of the refrigerator consumer environment, to solve the rural consumer to use the refrigerator worries, April 12, Hefei Meiling Co., Ltd. to the community to make a commitment: Mei Ling home appliances to the countryside refrigerator, in the state" three packs "of the legal provisions of the The previous April 7, Skyworth Group in Shenzhen issued the "Skyworth Group 2009 new Rural Strategy white paper", Push service, liquid crystal, technology, culture, public welfare and other five strategies to the countryside, sword refers to the huge potential of the rural city of Skyworth digital director Zhang Cobin said, home appliances to the countryside policy for enterprises to expand domestic market to create a good opportunity　　, Skyworth will use policy, technology, manufacturing and brand advantages, accelerate the layout of the rural market, to achieve a new breakthrough in the three or four-tier market. Wang Yijiang, chairman of Cixi Dragon Appliance Group Co., Ltd., said in a telephone interview with China Economic Times reporter that in order to better help the Dragon and Cixi other appliances underTownship Enterprises to open up the market and do a good job, they combined with the other three Cixi winning enterprises jointly acquired a "multi-party Tatsu" business enterprises, and has been established in the country 10 provinces to "multi-party Tatsu" as the name of the Home Appliance Sales Center, this center not only sales "dragon" products, but also for Cixi other home appliances enterprises to sell products. According to the National Ministry of Commerce and the Ministry of Finance, 2009 financial subsidies to the countryside will reach 10.4 billion yuan, the cumulative pull consumption of 920 billion yuan, magnifying rural nearly 7 times times the purchasing power.　　The industry in the interview with the reporter said, with home appliances to the countryside, the rural market will become the major enterprises for strategic location. Failed to win the bid for home appliances to the countryside enterprises were squeezed home appliances to the countryside survey of enterprises not successful in the Enterprise newspaper reporter Jiang Yihai long time, Cixi appliance enterprises due to small scale and other reasons, products in addition to export exports, mainly by giving agents a high profit model, to Low-cost in the three or four-level market for sales, neither pay attention to the management of retail stores And not advertise. The country promotes the home appliance countryside policy to let this market pattern change completely.　　Government financial subsidy 13%, Cixi many did not win the successful enterprise product price advantage disappeared, in the home appliances to the countryside products under the impact, this part of the enterprises are facing more and more serious survival difficulties. Embattled situation difficult "Cheijun often ask cold, the situation is dim, the world scene is slim, what day Center Huan.　　"On the afternoon of June 18, replying to the daily greetings of reporters from China Economic Times, Cixi, a deputy general manager of Zhejiang Huayu Electric Appliance Group Co., Ltd., Huang, through QQ, used a short poem to describe his and company's status. He told reporters that since the international financial crisis, more than 95% of the products are exported to Huayu group, orders plummeted, once into an unprecedented ebb, and some products for 4 months without an order.　　Sometimes even if a list comes, the price is too low for the company to do. In addition, he also told reporters, because Huayu group failed to squeeze into the home appliances to the ranks of the successful enterprises in the countryside, start the domestic market is not easy.　　The company is currently facing the export of orders, the domestic market is not open the dilemma of the situation. In Cixi, such as Huayu group in the embattled situation of home appliances production enterprises.　　Cixi Economic Department an unnamed official in the interview with this reporter made it clear that, due to the global financial crisis and the domestic macro-environment, such as the impact of "superposition" factors, to export-oriented CIXI appliance enterprises have encountered unprecedented difficulties. According to the statistics provided to this newspaper by Cixi Foreign Trade and economic department, the first quarter of this year, the city's foreign trade exports negative growth of 19.3%, the initial occurrence of a larger downward trend. Take the washing machine as an example, the first quarter, as the main production base of the national washing machine Cixi export washing machine 1039 batches, the value of about 40.8404 million U.S. dollars, compared with the same period last year about 15% reduction. As with the overall situation of the city's foreign trade situation, washing machine industry in successive years of continuous steady growth of exports after the firstNow slipped. "At present, the main is to do some small profit-making list, the workers also from the original hundreds of cut to dozens of people, even so, the production line is open and stop."　　"A business boss told the China Economic Times reporter, although the company has not stopped production, but is facing great difficulties." "The road is difficult!" The road is difficult! How many crossroads do you have this afternoon? Waves will sometimes, straight Hang Yun-fan Ji Sea.　　"In a recent foreign trade work Conference, Cixi Foreign Trade bureau secretary He Jianli also cited the Tang Dynasty poet Li Bai" road difficult, "the poem to describe the current financial crisis Cixi foreign trade situation. By market and policy double squeeze in the export situation is not optimistic environment, CIXI appliance enterprises have chosen to increase domestic strength, especially the country's comprehensive implementation of home appliances to the countryside plan, but also let some enterprises feel to see the last straw, have through various means and ways to squeeze into the ranks of home appliances to the countryside.　　In the country announced the second round and the third round of home appliances to the list of successful enterprises in the countryside, only washing machine products, Ningbo area has 28 enterprises won the bid, accounting for the country's 38% strong, of which, Cixi region has 24 washing machine enterprises won the bid. Cixi Many home appliances enterprises bid for home appliances to the countryside, obviously let Cixi government is very exciting. According to the director of the Cixi Government Office, spokesperson Chen Jianbo revealed that, in order to actively guide the Cixi Household Electrical appliance Enterprises to develop and produce suitable for rural market household appliances products, support home appliances to the countryside to establish a unified sales and after-sales service outlets, strengthen industry, product inspection and early warning, standardize the rural business operations, strict rural household electrical products quality,　　Cixi will set up a leading group of home appliances to the countryside, and arrange financial special funds, the successful enterprises in the rural areas of home appliances to expand the market to establish after-sales service network, strengthen brand cultivation and other aspects to be supported and rewarded. According to the policy, the provincial  containing more than Ningbo brand machine enterprises, in the domestic city above the county level of the new monthly sales of more than 100,000 yuan outlet stores  including direct sales franchise stores, each to be no more than 20,000 yuan subsidy, the total amount of a single enterprise subsidy of no more than 600,000 yuan. For the domestic sales of more than 50 million yuan and more than 20% above the provincial-level brand machine enterprises, its domestic sales growth than the previous year more than 10% parts, the highest 1% reward.　　A single enterprise rewards no more than 500,000 yuan. In addition, the policy also encourages enterprises to jointly build after-sales service network, and its new local contribution to the part of the three years to be rewarded; The total amount of  cooperation for the local enterprises more than 10 million yuan, according to the highest amount of outsourcing to 1% reward, a single enterprise award no more than 300,000 yuan.　　The brand output of the year, according to the real collection of brand use fee of 20% reward, a single enterprise reward not more than 100,000 yuan. In addition, the first set up the Enterprise advertising special funds 8 million yuan, to encourage the city's Chinese brand-name products, China's well-known trademarks, China's export brand name and the successful home appliances to the rural enterprises in CCTV enterprises and products advertising, and in accordance with the advertising fee of 10% grant, each maximum of 400,000 yuan。 "Home appliances to the countryside, the successful enterprise products can not only enjoy the 13% of the financial subsidies, but also enjoy the various subsidies given by Cixi, which is obviously unfair to the enterprises that we have not won the bid." "Cixi household appliances industry, a heavyweight business manager of the China Economic Times reporter said, for a long time, they are these large enterprises to support the rapid economic and social development of Cixi, but also they these large household electrical appliances enterprises led the development of Cixi home appliances industry, and from the current situation, the success of the successful bid for home appliances to the countryside most of the enterprises are relatively small,　　The contribution to Cixi's economic development is also relatively limited. He told reporters, Cixi home appliances products In addition to exports, the domestic market is mainly focused on the county-level three or four market, mainly in the price advantage of the city.　　The country does not implement the policy of home appliances to the countryside, such as their large scale, the brand has a certain impact of enterprises, there are certain advantages, and home appliances to the countryside after the introduction of the policy, their advantages overnight disappeared. The same as washing machine products for example, a market price of about 1000 yuan washing machine, under normal circumstances, the manufacturer's profit is about 100 yuan. If after the countryside, the successful bidder still sell according to this price, can also obtain the profit of about 100 yuan.　　But not the successful enterprise, if the price to farmers deduct the subsidy after the price of sales, enterprises will lose dozens of yuan. "The home appliance industry's profit originally is very low, but Cixi home appliance is wins with the low price, facing the winning enterprise product 13% financial subsidy, the unsuccessful bidder enterprise will be dead." "he said.