Furniture and building materials came out after subsidizing home appliances

After June 1st, with the expiration of the home appliance subsidy policy, air conditioners, flat-panel TVs, refrigerators, washing machines, and water heaters no longer have a policy of expanding consumption throughout the year; as the “first driving force for economic growth”, ** has paid attention to: Where is the next new consumer motivation?

Aunt Li, who lives in Chaoyang District of Beijing, finally sighed in the weekend just past. She rushed to purchase an air conditioner for her daughter before the expiration of the subsidy policy for energy-saving appliances, and enjoyed energy-saving subsidies of around 700 yuan.

The policy for Li Aunt to catch the last train is the just-dealing energy-saving appliance subsidy policy. From June 1 this year, consumers purchased air-conditioners, flat-screen TVs, refrigerators, washing machines, and water heaters. The five major categories of energy-saving appliances are no longer eligible for central government subsidies. Industry experts said that the energy-saving subsidies policy had once played a "rejuvenated" role in maintaining a relatively high growth rate in home appliance consumption. The side effects of the subsidy policy will also exert considerable pressure on consumer growth this year. Experts suggest that companies should pay attention to Chinese consumption. The consumer demand for upgrades is expected, and it is expected that the consumption of furniture products may become a new carrier for the upgrading of consumption structure after automobiles and home appliances.

Energy-saving subsidies make the home appliance industry rejuvenate, as did Aunt Lee. Consumers rushing to buy home appliances before the policy expires are not rare. On May 30th, the reporter saw in the home appliance supermarkets such as Gome and Suning that the promotional slogans such as “energy-saving subsidies countdown” will lift the atmosphere of the store to a climax. Some e-commerce websites have also used this policy as the focus of promotion. They even used the “caused energy subsidies for us to pass away” to express their nostalgia for the policy.

The reporter learned that consumers who bought home appliances before May 31 but have not yet received a subsidy can go to the store before June 10th to apply for subsidies based on serial number barcodes, invoices, and ID cards for energy-saving goods.

Since 2008, in order to counter the impact of the financial crisis and tap the internal driving force of economic growth, China has successively introduced a series of economic support measures such as home appliances to the countryside, trade-in, and energy-saving subsidies. These policies have actively promoted the prosperity of the home appliance market. According to the statistics of the Ministry of Commerce, in 2011 alone, the nationwide home appliance trade-in program sold a total of 92.48 million new home appliances in five categories, driving direct consumption of more than 342 billion yuan.

The just-concluded round of energy-saving home appliance subsidy policies have also achieved remarkable results. According to figures released by the Ministry of Finance on May 30, as of now, the central government has allocated 12.2 billion yuan in subsidy funds to promote more than 65 million household appliances in five categories of energy-saving appliances. Taiwan, driving consumer demand exceeded 250 billion yuan. Stimulated by this policy, the market share of energy-saving appliances has greatly expanded, the market share of energy-saving flat-panel TVs has reached 93%, and the market share of energy-saving air conditioners, refrigerators, and washing machines also reached 53%, 57%, and 46%, respectively.

Zhao Ping, researcher of the Consumer Economics Research Department of the Ministry of Commerce Research Institute, said in an interview with this reporter: “Energy saving and subsidy policies have a positive impact on the optimization of the consumption structure. Energy-saving subsidies policies reduce the price difference between energy-saving appliances and ordinary home appliances. Stimulated the purchasing enthusiasm of those consumers who were originally aware of energy conservation and environmental protection, and promoted the transition of consumer awareness from sustainable consumption to sustainable consumption.”

“Energy saving and subsidy policies also have a rejuvenating effect on maintaining a higher growth rate in consumer electronics consumption.” Zhao Ping believes that this policy has been retired from the market. For example, she said: "In the first month of implementing the energy-saving subsidies for home appliances, the retail sales of home appliances jumped immediately from 0.6% in May to 9.5% in June, an increase of nearly 9 percentage points. This policy is not only a reversal. The growth rate of home appliance consumption has fallen sharply, and home appliance consumption has remained at a relatively high level."

This year, the consumer market has been growing more pressure. Statistics from the National Bureau of Statistics show that in the first four months, the total retail sales of consumer goods in the country increased by 12.5%, 2.2 percentage points slower than the same period of last year.

Affected by the central eight regulations introduced at the beginning of the year, the bubble of consumption and luxury consumption will be clearly squeezed out, and the expired home appliance subsidy policy, these factors will bring considerable pressure on domestic consumer market growth this year. .

Zhao Ping told reporters: “2013 is the least since the global financial crisis in 2008, China has introduced the policy of expanding consumption, and there is no longer a policy of expanding consumption throughout the year. Macroeconomic growth will not significantly increase the driving force for consumption. She said that under such circumstances, there are not many bright spots for consumption. The growth of consumption depends mainly on endogenous power. The upgrading of basic living needs and consumption structure will be the most important support for the growth of consumption throughout the year.

The consumption of furniture and building materials is strong. Last year, under the background of low foreign trade and investment, consumption has become the first driving force for economic growth. Therefore, this year's consumer market has drawn attention to the economic growth. So, what is the new driving force of the current consumer market?

The upgrade of consumption structure has made the consumption of furniture and building materials the biggest bright spot this year. Zhao Ping told reporters: “This year, the construction of 6 million sets of affordable housing in the country will provide stable demand support for the consumption of furniture. The rigid demand for second- and third-tier cities that have not been restricted will also stimulate the growth potential of furniture, construction and decoration materials. The gradual release.” She predicts that the growth in the consumption of furniture, construction and interior materials will remain at around 20% this year, becoming the biggest bright spot for consumption growth. “In the first-tier cities that have a large impact on purchase restrictions, the consumption of furniture products may become a new carrier for the upgrading of consumption structures following the automobile and home appliance products.”

In addition, Chinese consumers have a significant increase in demand for high-end consumer products. Xu Liping, vice president of innovation consulting at Greater Nielsen Greater China, pointed out that “the trend of consumption upgrades has become quite common and has appeared in almost all fast-moving consumer products, such as yogurt.” Nielsen’s research shows that in 2012, sales of high-end products accounted for toothpaste. Of the total sales of biscuits and biscuits, 55% accounted for 49% of the total sales of skin care products and liquid milk. "With more and more cash in the pocket, Chinese consumers have gradually developed a more refined lifestyle."