The growth rate is returning to the normal state. In 2012, the Chinese home appliance industry insisted on transformation and upgrading to promote development.

On January 13, the China Household Electrical Appliances Association held a media communication meeting. The meeting exchanged views on the development situation of the home appliance industry in 2011 and the prospects for development in 2012.

2011 was the first year for China to implement the “Twelfth Five-Year Plan”. Under the extremely complicated economic situation, the home appliance industry determined the overall development ideas for transformation and upgrading, and made breakthroughs in scientific and technological innovation, and achieved remarkable progress and development. At the China Household Appliances Expo held in Shanghai in March 2011, domestic and international brands such as Haier, Fanta, Laike, AO Smith, Bosch, and Siemens all released the latest popular products, reflecting the new trends in business upgrades and consumer upgrades. pursue. At the China Household Appliances Technology Conference held in November, nearly 400 people in the industry attended the meeting, showing that the enthusiasm of home appliance companies for information exchange on new technologies and new technologies is high, and the scientific and technological progress that the China Household Electrical Appliance Association promulgates at the technology conference. The award selection results have also been widely recognized in the industry. On the whole, in 2011, the scale of production and sales of China's home appliance industry continued to grow steadily, sales of mid- to high-end products rose significantly, e-commerce platforms such as online sales became more mature, and technological exchanges and technological innovations were more active than ever.

In 2011, the home appliance industry will fully break through its original level in terms of output, sales volume, and exports, reaching a new historical high. It is estimated that the total industrial output value of the industry in 2011 is expected to exceed 1.1 trillion yuan, an increase of 17% over 2010; the industrial sales value is 1.07 trillion yuan, an increase of 17%, but it is down from the growth rate of nearly 31% in 2010, and is basically close to normal. The export value of the home appliance industry is expected to reach 47 billion US dollars, an increase of 17% over 2010. According to preliminary calculations by the China Household Electrical Appliances Association, it is expected that the output of refrigerators in 2011 will be 73 million units, an increase of 8%-9%; and the output of air conditioners will be 105 million units, an increase of 16.7%. It is expected that the washing machine will increase by 10%, and the electric water heater will increase by 33%. The microwave oven is the same as last year; the output of electric fans in small household appliances will increase by 9%, the vacuum cleaners will increase by 3%, and the electric cooker will increase by 8%.

While the scale of the industry has grown steadily, the upgrading of product structure is the biggest bright spot in development, with remarkable results. In 2011, the proportion of high-performance, high-energy-efficient and high-capacity home appliances in the domestic appliance market increased, and frequency conversion products were favored by consumers. According to the retail monitoring data of 6,840 stores in 877 cities and counties across China, the retail sales of high-end refrigerators such as three-doors, multi-doors, and open-door refrigerators increased by 26.5%, 32.4%, and 13.4% from January to November 2011, respectively. The retail sales of single-door refrigerators and double-door refrigerators decreased by 2.9% and 14.2% respectively. From January to November, the market share of drum washing machines reached 44.5%, which was close to 49.9% of that of WT machines. It reached 20.8%, a year-on-year increase of 25%; the main factor supporting the growth of retail sales of air conditioners was also the upgrading of product structure. The proportion of retail sales of inverter air conditioners in January-November has risen to 47.5%, which is closer to that of constant-speed air conditioners, which is higher than that of 2010. 19%.

In addition to production and sales performance, in 2011, China's home appliance industry made progress in technological innovation, energy conservation and environmental protection, which also contributed to the transformation and upgrading of the industry. In November 2011, the China Household Appliances Technology Conference was held in Hangzhou. The first "China Household Appliance Industry Technology Roadmap" (2011 edition) organized by the China Household Electrical Appliances Association was officially released at the conference as a result of the wisdom of the industry experts. It proposes forward-looking and challenging industrial goals in terms of energy saving, low-carbon environmental protection, performance and reliability, and intelligence, and sets the direction for the industry in terms of technology development and innovation. On July 29, 2011, the HCFC-22 Phase-out Management Plan (HPMP) for the room air conditioner industry in China was approved by the Multilateral Fund Executive Committee of the Montreal Protocol. This is an important event in the field of home appliance energy-saving and environmental protection in 2011. In particular, it is worth mentioning that the R290 alternative technology selected by China's room air conditioner industry has been universally recognized by the international community and eventually received US$75 million in funding. At the same time, in 2011, the Gree R290 production line demonstration project of bilateral cooperation between China and Germany was successfully completed and accepted. The environmental protection innovation projects such as Midea and Meizhi Room Air Conditioner and Compressor R290 production line demonstration projects and GEF energy-saving air-conditioning and other environmental protection innovation projects were successively launched and implemented. Industrial upgrading and technological progress have created a new situation.

It is not difficult to see that in 2011, even in the face of Europe and the United States debt crisis shrouded, large raw material prices fluctuated, the appreciation of the renminbi, the domestic credit crunch, the real estate market downturn, the market slowdown, cost pressures and other domestic and international complex factors, the Chinese home appliances The industry still achieved good results. In the past few years, China’s policy of stimulating domestic demand has played an important role in the appliance industry’s response to the financial crisis. After the policy is gradually withdrawn, it is expected that the Chinese home appliance industry will continue to return to normal in 2012. This is after experiencing high-speed operation and development in previous years. The inevitable result is also the normal adjustment of the economic cycle. It should be noted that the fundamental factors supporting the development of China's home appliance industry have not undergone qualitative changes. The upgrading of the industrial structure will surely become the main driving force for the growth of the home appliance industry in 2012.

Specific analysis of the positive factors supporting the development of the industry in 2012: China is in the period of urbanization, and in the long term rigid consumption is still rising; the home appliance market is in a historical period of consumption upgrading, providing opportunities for upgrading the home appliance industry; Real estate market price adjustment is expected to break the deadlock. Once the rigid purchasing power that is temporarily curtailed and accumulated is released, it will definitely boost the consumption of household appliances. The construction of affordable housing is expected to be further implemented and expanded in 2012, which may drive new areas of home appliance sales. In addition, inflation has eased, raw material prices have fallen, and labor costs have begun to slow.

In 2012, the home appliance industry will enter a year of adjustment. The growth rate of the home appliance industry is expected to fall back to the normal pace of development, and the increase in exports will also decline. However, the development of enterprises will not be stagnant, and the pace of industrial transformation and upgrading will not shrink back. A series of policies and regulations to promote the healthy development of the industry are expected to be implemented, such as the Management Measures for the Collection and Use of Waste Electrical and Electronic Products Processing Funds, and the “China Household Appliance Industry Technology Roadmap” leading the trend of technological innovation will launch a new version in 2012; The “China Household Appliances Expo-Shanghai 2012” with the main purpose of consumer guidance will be held on March 20-23, 2012. It will focus on presenting the latest technologies and innovative products of the Chinese home appliance industry, and presenting preliminary results of the transformation and upgrading of China’s home appliance industry. High-end products It will continue to be a hot spot to look forward to. The continuous development of a series of industry activities indicates that more companies will increase their investment in product structure upgrading and technological R&D. The upgrading of industrial structure will become the main driving force for the growth of the household appliance industry in 2012.