The Spring Festival holiday is not over yet, and the home appliance market is already full of gunsmoke.
According to the 2024 Spring Festival consumption data released by Suning Tesco, the number of trade-in orders for home appliances during the Spring Festival holiday tripled year-on-year. From the perspective of dynamic sales trends, the market is chasing new and big, housework is reduced, and there is a strong demand for instant delivery, and large-screen TVs, large-capacity refrigerators and freezers, smart cleaning home appliances, trendy digital and other products are more favored.
Recently, the reporter visited a number of home appliance stores in our city and found that many home appliance brands have launched a variety of preferential activities, and air conditioning products are in full swing, impacting the "fire March" consumption season. Some dealers said that "trade-in" is still the "standard" for household appliance consumption.
On February 23, the fourth meeting of the ** Financial and Economic Committee emphasized that accelerating product upgrading is an important measure to promote high-quality development, and it is necessary to encourage and guide the renewal of equipment and consumer goods to "trade in the old". The meeting pointed out that it is necessary to promote the renewal and technological transformation of all kinds of production equipment and service equipment, encourage traditional consumer goods such as automobiles and home appliances to "trade in the old for the new", and promote the "trade-in" of durable consumer goods.
As a trillion-level industry, the home appliance industry is a very important growth point to stimulate domestic demand in the Chinese market. In recent years, China's home appliance market has entered the era of "equal emphasis on increment and stock" from the "incremental era". It is reported that in 2023, the number of household appliances in major categories such as refrigerators, washing machines, and air conditioners in China will exceed 3 billion units, and some household appliances have not been eliminated after more than ten or twenty years of use. The reasons are: first, consumers lack scientific understanding of the service life of household appliances; Second, the current home appliance system is not perfect enough to provide convenience for the "old for new" household appliances.
As an important part of promoting the flow of household appliances, "trade-in" plays an important role in expanding the consumption of household appliances. According to the China Household Appliance Service and Maintenance Association**, in the next 3 to 5 years, the new demand of high-end users in the home appliance market will gradually rise, and the stock of "trade-in" will increase by more than 50%.
A new round of trade-in will further leverage the large consumer market of household appliances, and all kinds of enterprises in the home appliance industry chain have expressed their ability to provide consumers with high-quality household appliances to meet the needs of household appliances in various scenarios.
At the same time, a number of home appliance brands have started the Spring Festival.
On February 15, Haier began to launch an unprecedented health air conditioning, with prizes such as mobile phones, trams, and luxury tours in Europe. Then, on February 20, Haier Smart Home Jinan Branch held the 2024 Spring Festival sales kick-off meeting, attracting 520 Haier dealers in Shandong Province to participate, and 45 new customers to sign contracts on the spot.
On the afternoon of February 27, Suning Tesco held the "Attentive Service and Easy Renewal-315 National Rejuvenation Festival Launch and 2024 Annual Planning Conference", focusing on increasing the trade-in subsidy, promoting the upgrading of service experience, and providing more preferential concessions and better service guarantees for users' home appliances to be traded-in.
At the same time, Midea's "Fire March" activity has also been launched, covering 30 days of free return and replacement of air conditioners, 0 yuan installation, trade-in, etc., to accelerate the rush to the spring home appliance replacement market. Aucma, Gree and other brands have also launched strong air conditioning preferential activities. (Jinan ** reporter: Wang Ruihong).
*:Jinan**.