In 2011, household appliances will be "high prices"?

In 2010, against the background of increasing inflation expectations, household appliances became the “scarce variety” in which there was only a small number of price increases to keep falling. However, it is reported that in 2011, as the prices of raw materials such as steel, plastics, and crude oil continue to rise, the price of household appliances may fluctuate significantly.

[Survey] Many factors or boosting prices Recently, some media reported that Suning Appliance received several major appliance manufacturers' price adjustment letters on home appliance price hikes in 2011. Among them, prices of air conditioners, ice washing, water heaters, and range hoods were all There are different degrees of upward adjustment.

In this regard, the industry sources told reporters that in this year's raw material prices, labor costs raised expectations and the recent release of the "disposal of electrical and electronic products recycling management regulations," the impact of home appliances are indeed facing greater pressure on prices.

This reporter learned that in the production of raw materials for home appliances, household steel, copper and other price pressures. For example, in January 2011, the price of Baosteel's main varieties increased by 150-300 yuan per ton; subsequently, Wuhan Iron and Steel and Shougang also raised steel prices by 60-350 yuan per ton.

In addition, labor costs, logistics costs and other production costs are also facing a substantial increase. "Rising raw materials, labor costs, and shipping costs have caused home appliance manufacturers to try their best to digest. One of them is to move to the price of home appliances." Mr. Xu, who has worked in the appliance industry for many years, said.

At the same time, the "Regulations on the Management of the Recycling of Waste Electrical and Electronic Products" has been implemented since New Year's Day this year. The regulations stipulate that five categories of products, including television sets, air conditioners, refrigerators, washing machines, and microcomputers, will be the first batch of products to be recycled and dismantled in accordance with national standards, and related disposal funds will be established.

According to industry insiders, this part of the processing fund may be levied at 0.5% of the ex-factory price of the new machine, and this cost may be passed on to household consumers in disguised form. This will be one of the factors that increase the price of home appliances.

【Store】No increase in price before Spring Festival. With the promotion of many factors, the increase in home appliance prices in 2011 appears to be an indisputable fact.

However, several major home appliance stores in the city told reporters that although the raw materials, labor costs and policies, the price of home appliances is facing a certain upward pressure, but due to fierce market competition and the price of the sensitivity in the home appliance market, home appliances do not The price will be boldly raised and there will be no apparent price increase before the Spring Festival in the short term.

"We have not received notification of the price adjustment issued by the headquarters." said Hu Xiang, head of the planning department of Henan Suning Appliance. "It is unlikely that prices will increase now, at least until the Spring Festival, the prices of home appliances will remain stable."

He believes that the Chinese New Year as a traditional home appliance sales season, all home appliance stores and brand manufacturers are very valued, and made adequate preparations for this, "Suning began in December last year, 30 billion yuan a large single purchase, the focus of procurement during the Spring Festival Strong sales of color TV, mobile phones, computers, digital, ice washing, air conditioning and other products, to ensure adequate supply, vigorous promotion, inhibit the trend of rising prices of home appliances, to ensure the Spring Festival consumer season supply of parity supply."

The relevant person in charge of the five-star electrical appliance also said that home appliances as durable goods, not like food as day-to-day consumption, is not prone to significant price increases. If it will rise, it will not flagrantly increase prices, and may increase prices by introducing new products and maintaining higher prices for a certain period of time. "Before the Spring Festival, sales must be promoted, and the overall price increase rate is very small." Miss Liu of the Yongle Electrical Planning Department also believes that the price is a very sensitive factor in household electrical appliances. In the fierce market competition, manufacturers will not simply directly increase prices. . It is also not possible for the store to increase its price, but rather to absorb the pressure of price increase through the purchase of scale and the expansion of the sales scale. This will not cause too direct impact on consumers.

[Market] The price of white electricity rose all the way in the interview process, some industry sources said that the household appliance industry does not have a simple sense of price increases or price cuts, and the market price war remains unchanged. “Every year there will be cost pressures, but home appliance manufacturers and stores will generally not increase prices, but may launch a variety of promotional activities.” Hu Xiang said, especially before the Spring Festival, the price war will be the protagonist of the market. “If the manufacturers take the lead in price increases, it may lead to the loss of market share. Therefore, in order to compete for market share, no one will not arbitrarily raise the price, and is more willing to absorb the cost pressure by expanding sales, and the most effective method is to use price. Advantages to promote sales." Jia Fuchun, a well-known electrical appliance marketing expert said.

Responsible personages of major home appliances stores expressed similar views. In the fierce market competition, the store will not easily raise prices. In order to occupy a favorable market position, in addition to gaining consumer recognition in terms of service, product quality, and shopping environment, price advantage is also a factor that needs to be established in large-scale home appliance stores.

The reporter learned that although the probability of price increase of household electrical appliances before the Spring Festival is relatively small, after the holiday, the price growth trend is obvious. According to industry sources, some white-brand manufacturers have already issued price adjustment letters. In terms of ice-washing products, the mainstream popular model products of certain domestic brands will increase prices by about 5%. Some joint-venture brands will also increase the retail prices of stores in the near future.

Some mainstream consumer brands have raised terminal prices for some products such as range hoods, stoves, and sterilizers. Some major brands of water heaters are expected to start price adjustments at the end of this month, with an average increase of 5% to 10%. Many air-conditioning manufacturers will also increase terminal prices after the Spring Festival.

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