Inventory of 2010 home appliance prices predict 2011 price war will not stop

In 2010, under the background of rising vegetable prices, oil prices, and cotton prices, the price war in the home appliance market continued, and the sound of price cuts came one after another. The prices of raw materials such as copper and steel continue to rise, and the energy efficiency rating of household appliances has gradually been implemented on various product categories and has gradually increased into the market. The trend toward high-end products has led to a price increase channel for home appliance companies. However, “price increases” in household appliances The field is still a taboo word. Into the appliance stores, people see in more cases or price promotions wording. Then into 2011, the price of home appliances is rising or falling?

Reasons for price increases have been enough to promote the trend of high-end consumer electronics structure prices.

In the past 2010, with the promotion of multiple factors, there have been structural upgrades in household appliances. In the field of air-conditioning, the implementation of new energy efficiency standards, air-conditioning energy efficiency into the city increased, enterprises in the completion of product energy efficiency upgrades, will also lock the mainstream product models in the new 1,2 energy efficiency products.

In the refrigerator and washing machine products, the high-end trend is obvious. Three-door, multi-door, and door-to-door refrigerators have accelerated their popularity. The market share of drum washing machines and high-end impeller washing machines has continued to rise. All household electrical appliance companies have increased the production ratio of high-end and high-end products. The retail sales of three-door, multi-door, and open-door refrigerators rose to 48.5% in the first three quarters of 2010; the retail market share of drum washing machines was nearly 40%.

The price of household appliances raw materials rose overall. On January 4 this year, the Shanghai Copper Index rose to a maximum of 72,380 yuan/ton, and on November 30, 2010, this index was 62,609 yuan/ton. The price of steel for household appliances continues to rise in the near future. “My steel” researcher Zhang Tie said: “In 2010, the price of steel for home appliances showed an overall upward trend, and the recent price will rise for a few days. It is expected that it will decline slightly until the next The Spring Festival will continue to rise after the Spring Festival."

In addition, the increase in the cost of labor and the pressure brought by the change in the exchange rate of the renminbi have given home appliance companies sufficient reasons to increase their prices. So will the price of home appliances rise in 2011?

The word “up” in the word “rising” raises the trend of price increase under pressure and is cautiously talked about by home appliance companies.

Entering the new year, in addition to the factors that have contributed to price increases that have emerged in 2010, more factors have caused household appliance companies to “not increase” resistance.

A person in charge disclosed to reporters that the energy-saving products Huimin project may be further adjusted in 2011, a large-scale deployment of energy-efficient air-conditioning production lines of enterprises, is unlikely to continue to produce low-efficiency air-conditioning, and into the accelerating universal access inverter air conditioner It is also an irreversible trend. Without the energy-efficient air-conditioning subsidies, enterprises are equivalent to higher production costs.

Lu Lanlie, assistant president of Galanz Group, told the reporter: “In addition to the continuous rise in raw material prices, the investment in research funds will increase during the transformation process, and the transition cost will increase. In addition, the construction cost of channels, especially rural market channels, will increase. These are the factors that push up the production cost of the company."

However, when a reporter asked about the forecast of home appliance prices this year, many companies were very cautious when answering this question. After analysing the cost pressures brought by the internal and external environment, some companies have revealed the overall upward trend in household appliance prices with a cautious attitude. The person in charge of a company told the reporter: “In 2011, the trend of increasing product costs continued, and the overall price of the industry will inevitably rise.”

However, immediately afterwards, the heads of major companies all expressed their position, which is not the same as the price increase in the simple sense. At the same time, companies will also strive to control costs and do not easily raise prices.

Lu Lanlie said: "Galanz does not advocate direct transfer of increased costs to consumers. We oppose direct increase in product prices, but we hope to introduce more price range products to meet different consumer needs; enhance product added value, so that consumers can enjoy More convenience."