Consumption of household appliances in the western region shows a trend of high-end

Consumption of household appliances in the western region shows a trend of high-end Under the background of the steady growth of the overall market size of household appliances in the western region, the upgrading of the home appliance industry structure in the western region and the upgrading of consumer structure have begun to accelerate. From the analysis of product structure, manufacturers play an active role in consumer guides for urban consumers. Inverterization of air conditioners has deepened consumers' minds, and LED television products such as smart applications and 3D displays have begun to increase in volume. According to China Yikang monitoring data, the share of LED TV retail sales in the western region increased from 85.4% in 2012 to 93.8% in the first half of 2013. The share of multi-door and door-to-door refrigerators retail sales rose from 7.2% and 22.6% in the previous year respectively. To 9.5% and 23.6%, the share of retail sales of drum washing machines rose from 44.4% last year to 48.3% in 2013, and the share of inverter air conditioner retail sales increased from 64.0% last year to 64.7% in the first half of 2013.

E-commerce channels in the western region have great potential

Judging from the national market, e-commerce channels rely on its unique cross-regional, timeliness, and rich product categories and information. In the first half of this year, the retail sales of home appliances have achieved a year-on-year growth rate of 151%, which is much higher than the performance of traditional channels. . However, it is worth noting that in the first half of the year, the retail sales of major consumer electronics channels in the western region all shrank in the national market. This is due to the fact that e-commerce in other regions has grown faster than the western region. Although the relative share has decreased from 2012, the overall market cake is getting bigger. With the improvement of logistics, payment and after-sale protection systems, as well as the growing online shopping consumer groups and the further development of online shopping concepts, the e-commerce channel in the western region is huge. The potential will be gradually tapped.

Policy Offers Will Assist the Upgrading of Home Appliance Market in Western Region

Zhong Yikang believes that the long-term positive development of the home appliance market in the western region will benefit from two major trends, namely the acceleration of the urbanization process and the country's tilt toward the strategy for the development of the western region. On the one hand, by 2020, the urban population of China will increase from 690 million in 2011 to 890 million, the proportion of urban population will reach 62%; in 2030, the urbanization population will reach about 70%, and the urbanization process in China will tend to be stable. On the other hand, the country’s western development strategy has been further deepened, and on the basis of consolidating existing preferential policies, the environment-friendly industries have been continuously encouraged to shift to the west, and the construction of key infrastructure has been more tilted toward the west, which will fundamentally promote the development of the western region. Economic development, thus promoting consumer upgrades in the western home appliance market.

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