Analysis of energy-saving appliance market response: why not applause

The National Development and Reform Commission, the Ministry of Finance and other departments have recently released the two air-conditioning, flat-panel TV promotion guidelines for energy-saving appliances, and began to subsidize sales of energy-efficient flat-panel TVs, LCD TVs, and air conditioners, starting from June 1 this year to May 31 next year. Consumers who purchase Level 1 and Level 2 energy-efficiency constant-speed, variable-frequency air conditioners, and Class 1 energy-efficient liquid crystal or plasma TVs can enjoy policy subsidies. Air conditioning costs 180 yuan to 400 yuan, and color TV costs 100 yuan to 400 yuan. The Huimin policy was introduced and how was the market responded? The reporter conducted a survey on the Jinan market.

Policy has been implemented in the store

"On June 7, 2012, those who have purchased the "Energy-saving Products Huimin Project" in the stores of Gome Electrical Appliances Co., Ltd. can enjoy energy-saving and public-subsidy subsidies according to national standards. Consumers are required to present their original ID card and copy when purchasing the product. And signed the "confirmation letter of "Energy-saving products Huimin Project" subsidy", specific energy-saving subsidies product models and subsidy process, please consult the store sales staff." On June 8th, in the Jinan Gome Appliance Qilu International “New Living Hall”, the store’s door screen and the shop’s repeated news about “Energy-saving products benefiting people’s projects” were very eye-catching.

Coincidentally, in Jinan Suning Electric Quancheng Road, for the television and air conditioning Huimin policy, the flashing words on the large screen of the storefront clearly marked the “subsidy amount of 100 yuan to 400 yuan” notice.

The reporter visited several home appliance stores in Jinan and discovered that subsidized energy-saving televisions and air conditioners have been labeled with corresponding Huimin subsidies.

In the TCL counter of Jinan Suning Appliance Quancheng Road, most TVs are labeled with “subsidy of 400 yuan” and “subsidy of 350 yuan”. A 48-inch TCL color TV is priced at RMB 8,990, and is attached to the upper right corner of the TV. On the "subsidy 400 yuan" label. Counter sales staff told reporters: "All manufacturers are required to specify which color TV models can enjoy the subsidies. We will affix the amount of subsidies to color TVs." Jinan Baotuquan North Sanlian Home Appliances America's air-conditioning counter sales staff introduction, now Our store is engaged in activities, consumers can now buy to enjoy the "inner purchase price", the current activity price is similar to the price of "51", and now the store's 1st-class C series of an inverter hook original price is 6999 Yuan, and now in addition to enjoying energy-saving subsidies of 300 yuan, plus the discount on the purchase price, the price of this air-conditioning is 5,999 yuan, a full 1,000 yuan less than the original price. Sales staff pointed to a beautiful ultra-thin series of 2 levels of on-hook air-conditioning, told reporters that the price is now 4799 yuan, 240 yuan energy subsidies, the actual transaction price is only 4,500 yuan.

Energy-saving product sales "very general"

Energy-saving product subsidies attractive, then whether it drives sales of energy-saving products to increase? One in Jinan Suning Wanda store TCL counters to buy color TV's Ms. Hao told reporters that the 46-inch energy-saving color TV 7,990 yuan, minus the subsidy of 400 yuan, or too expensive .

A survey by the reporter found that Guihua is a consistent feeling of consumers on energy-saving products. Mr. Li is purchasing air conditioners. He carefully compared the energy-saving products of Class 1 energy-saving products and Class 3 energy-efficient products, and the price difference was more than 2,000 yuan. “Although energy efficiency of Class 1 energy-efficient air-conditioning is more power-efficient, I can't afford to buy the same air-conditioner as a 3-level energy-efficient product. I think it's not worth comparing. I decided to buy a 3-level energy-efficient air-conditioning. Mr. Li said that those customers who have higher incomes and pay more attention to quality of life may choose energy-saving products. In any case, "I still value prices."

The staff of Sanlian Home Appliances' air-conditioning counter in Baotuquan North Road in Jinan revealed that there are big differences in the prices of the Class 1, 2 energy efficiency products and Class 3 products. In general, grade 1 products cost about 2,000 yuan more than grade 3 products; grade 2 products also cost more than 1,000 yuan more than grade 3 products. "A lot of consumers are still willing to buy air conditioners with a level 3 energy efficiency. The main reason is that they think the price is moderate.

"He said that Class 1 and Class 2 energy efficiency products are indeed very power-efficient, but high-priced average customers are very difficult to accept, and sales are actually "very common." One or two flights a day.

In particular, at this time, the level 3 energy-efficient home appliances have become crazy promotions, which has further widened the price gap between different energy efficiency products. “You note that we have promotional activities at the weekend, and some of our appliances will continue to drop 100 yuan on the basis of the activity price and have a gift.” The sales staff of GOME’s flagship store in Quancheng Road saw the reporter and kept on Recommended, "The preferential activities are limited to the night of the same day. On the basis of the original subsidy price, the product still has a direct drop and there are gifts." Sanlian appliance sales staff told reporters that the original price of 4199 yuan of the United States to hang up, the activity price of 3799 yuan, very cost-effective, sales are five or six times the usual.

The reporter learned from Suning, Gome and many other home appliance stores that air conditioner sales on the market are mainly grade 2 and grade 3 energy efficiency products, while grade 1 energy efficiency air conditioners are expensive due to high prices, and buyers are not many.

Energy saving effect geometry

High-cost energy-saving products, energy-saving effect? ​​Reporter in the United States, home appliance stores see, 1.5 US-level 1 inverter air conditioner hanging price 6999 yuan, its rated cooling capacity of 3500W, the cooling season power consumption of 376W, that is, per hour Power consumption of 0.376 degrees; 2 inverter air conditioner price 5299 yuan, the cooling season power consumption of 459 degrees, that is, power consumption of 0.459 degrees per hour; a engage in special 3 level of the United States to hang up air conditioning, priced at 3399 yuan, cooling season power consumption The amount is 525 degrees, that is, 0.525 degrees of electricity per hour. According to calculations, the current home electricity consumption in Jinan is 0.55 yuan per kWh. The electricity fee per hour for the first-class air-conditioning is 0.376×0.55=0.2068 yuan; the electricity fee per hour for the second-level electricity is 0.459×0.55 yuan per 0.25245 yuan; and the electricity fee for the 3-hour hour is 3. 0.525 x 0.55 = 0.282875 yuan. If calculated according to each household's 8 hours a day, then the energy efficiency of a level 1 energy efficiency is lower than the level 3 energy efficiency of 0.6556 yuan a day; the energy efficiency of the second level energy efficiency than the level 3 energy efficiency of 0.2904 yuan a day.

"Can not just look at energy-saving effects, but also compare quality, function, etc.." Sales staff, energy-saving products, high-level technology, features, shell materials and electrical appliances built-in, removal of formaldehyde and other functions, are better than general energy efficiency appliances. However, the reporter noted that these benefits have not yet been reflected in sales. The reporter visited a number of stores in Jinan and found that many energy-saving appliance counters were deserted. Even after they had been affixed with subsidies, there were still few customer inquiries. The sales staff explained that the Huimin subsidy policy has just been introduced and the market response has a lag period. After a period of promotion, it may be better.

The reporter asked Haier water heater counters about the situation of “energy-saving products benefiting people subsidies”. The sales staff told the reporter that only the air conditioners and televisions can enjoy “subsidies” in the stores, and the details of the subsidy policies for other electric appliances have not yet come down. She pointed to a water heater and told reporters: "If the water heater subsidy policy goes down, the privilege of buying a condensing water heater will be great."