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Analysis on the Development Status of Household Appliance Industry: Does it belong to the contemporary China economy?
Under the background of gradually saturated consumption of household appliances, the COVID-19 epidemic has increased the impact on the household appliance market. Entering the "Fourteenth Five-Year Plan", the household appliance industry will face the pressure of slow growth in the consumption of traditional household appliances. At the same time, the improvement of residents' income level and the rapid development of urbanization are still the main trends. People's yearning for a better life and the demand for high-quality, healthy, intelligent and green consumption upgrades will boost the structural upgrading of household appliances.

Main listed companies in the industry: Haier Zhijia (600690), Midea Group (000333), Gree Electric (00065 1), Hisense Video (600060), Hisense Household Appliances (00092 1), Changhong Meiling (00052 1).

Core data of this paper: sales scale and revenue scale of home appliance industry.

The consumption of household appliances is gradually saturated, and the epidemic situation has increased the impact on the household appliance market.

In 2020, the retail sales of China's household appliances market will be 833.3 billion yuan, down 6.5% year-on-year, which is 2.6 percentage points higher than the average level of China's social consumer goods. This is the second year since 20 19, when China's home appliance market continued to decline, the decline rate was 2.68 percentage points higher than that in 20 19. Under the background of gradually saturated consumption of household appliances, the COVID-19 epidemic has increased the impact on the household appliance market.

In 2020, under the severe operating situation of the industry in the first quarter, the operating income of enterprises in the home appliance industry has continued to improve since April 2020, basically making up for the losses in the first quarter. In the second half of 2020, China's household appliances industry recovered steadily. According to the data of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology, the operating income of the national household appliances industry in 2020 was1481/kloc-0.3 billion yuan, a year-on-year decrease of 1. 1%.

The epidemic situation has accelerated the transfer of all kinds of home appliance retail to online.

The epidemic has changed the traditional consumption pattern, and the traffic is further concentrated online, and home appliance companies have increased their online channels. Under the background of slow recovery of demand under home wires, leading enterprises embrace online channels more actively. In 2020, the consumption of household appliances will shift from offline retail to online as a whole.

From the perspective of various household appliances, online retail sales of color TVs, refrigerators, washing machines, etc. have exceeded 60% in 2020, and small household appliances are more dependent on online channels. From the specific category, many small household appliances such as vacuum cleaners and purifier rice cookers have more dependence on online channels than offline channels. Among them, the online retail volume of vacuum cleaners has accounted for more than 90% of the total retail volume. This shows that the home appliance market has adapted to the epidemic and hatched a new supply and demand structure.

The consumption stimulus policy was gradually introduced to promote the further recovery of household appliances demand.

Driven by the consumption stimulus policy, the market will be gradually repaired. In addition to the policies and measures mentioned by the Ministry of Commerce to promote the consumption of key commodities such as automobiles, furniture and household appliances in 2002 1 year/month, in April of 20021year, Guangdong began to restart the "home appliances going to the countryside", and 580 million yuan will be arranged to support this action, with 5% subsidy from enterprises and 5% from the government to promote the upgrading and upgrading of rural consumption. From the perspective of consumer support, although it is not as good as in 2009, it has obviously promoted the recovery of consumer confidence as a whole. The domestic home appliance retail market is also expected to be gradually activated under the guidance of policies. Up to now, the relevant policies and plans of China's home appliance industry are as follows;

In May, 20021,the Household Electrical Appliances Association issued "Guiding Opinions on the Development of Household Electrical Appliances Industry in China in the Tenth Five-Year Plan", which pointed out that China's household electrical appliances industry should base itself on the new development stage, implement new development concepts, build a new development pattern, persist in innovation-driven development, promote efficiency, quality and brand upgrading, and comprehensively enhance the global competitiveness of China's household electrical appliances industry. During the "Fourteenth Five-Year Plan" period, the overall development goals of the home appliance industry are as follows:

The epidemic has changed the market not only by reducing consumption, but also by changing the form of business and products. In the home appliance market, the adjustment of product structure is accelerating, reflecting the enthusiasm for rich functional products, subdivided functional products and high-end products, and the consumption upgrade and the transformation of the home appliance industry are accelerating simultaneously.

With the increase of income, the structural adjustment of household appliances is accelerated, and the diversification of consumer demand makes the household appliance industry re-examine the relationship between products and demand, sales and profits, so as to launch products that meet the diversified needs of consumers at present.

For more data, please refer to Forward-looking Industry Research Institute's In-depth Investigation and Investment Strategic Planning Analysis Report of China Household Appliances Industry.