A quarterly report released by the company continued to haze the white goods industry

According to the published quarterly report of the white-electricity enterprises in 2012, the white-electricity companies still failed to emerge from the industry. A quarterly report showed that the revenue of Meiling Electric Appliances and Hefei Sanyo was basically the same as last year, but Meiling's net profit fell by 9.19% year-on-year. Hefei Sanyo's net profit was the same as that of the same period of last year, while Little Swan's net profit fell by 12.44%.

The revenue and net profit of the three major white giants continued to decline slightly year-on-year. In the first quarter, Midea's revenue dropped sharply by 41.78%, but its net profit increased by 22.39%. On the one hand, it shows that the US has achieved initial success in reducing staff's consumption. On the other hand, in the face of fierce competition, it can only “keep alive”. Gree Electric Co., Ltd. performed well in the first quarter of 2012. Its total operating revenue increased by 16.29% year-on-year, and its net profit increased by 25.56% year-on-year. However, the growth rate of the two companies still fell by more than 10% year-on-year. The revenue and net profit of Qingdao Haier increased only slightly year-on-year, and its first-quarter revenue and net profit rose by only 6.6% and 5.7%, respectively, which was the lowest growth rate in the past five years. Of course, white electricity is not without its bright spots. In the first quarter of this year, Huayi Compression and ST Chunlan's net profit all increased, and they reversed the market to achieve a deficit. In fact, from April 17 the National Bureau of Statistics announced the output of our country’s major industrial products and the growth rate, we can see the status of white-electricity industry growth behind. Prospect Industry Research Institute data show that: from January to March, the first quarter of white electrical industry was bleak, the country's cumulative production of washing machines fell 1.9% year-on-year, cumulative air-conditioning production fell 1.2% year-on-year, cumulative refrigerator output decreased by 2.4% year-on-year, only the cumulative output of the refrigerator The year-on-year increase of 6.9%. At the same time, from January to March, the cumulative value of the main color TV set of the black electricity industry increased by 14.5%. For the first time in many years, black home appliance industry revenue and net profit growth exceeded the white goods industry.

Prospect Industry Research Institute report shows that in the first quarter, the economy index of China Household Appliance Industry was 96.7 points, down 1.6 points from the previous quarter, has been falling for six consecutive quarters, the rate of decline in this quarter has expanded, has been at a historically low level. Why did white-electricity struggle in the first quarter of this year? In the first quarter of last year, the three major policies of trade-in, energy-saving, and home appliances went to the same time and the sales of home appliances grew at a surging speed; in the first quarter of this year, the three major policies had stopped and gradually withdrawn from home appliances. The pulling effect of the policy of going to the countryside has also significantly weakened.

In addition to the policy withdrawal, in the fourth quarter of 2011, many merchants and consumers snatched the last train of “replacement of old”, and had already “overdrawn” purchasing power in the first quarter of 2012 ahead of schedule. In addition, the regulation of real estate continues, and household appliances consume “house leaking rain”.

It can be expected that after the second half of the year, as the overall economic environment changes from tight to loose, the overall domestic economic trend will remain stable. During the “Twelfth Five-Year Plan” period, 36 million sets of affordable housing construction will be completed. It is estimated that the peak of the delivery of affordable housing will occur from 2012 to 2014. During this period, the total home decoration demand will increase by 45% to 60% per year compared to 2010, compared to 2010. The renovation demand will increase by 5 to 7 million sets. As a follow-up consumer of housing delivery, there is a huge potential for consumer goods such as renovation building materials, furniture, and household appliances.

It can be seen that the completion of the housing guarantee in 2012 is worth looking forward to for the white goods industry.

The "12th Five-Year Plan for Development of China Household Appliance Industry" suggests that by the end of the "Twelfth Five-Year Plan", China's household electrical appliance industry will reach 1.5 trillion yuan in output value, and its export value will be about 60 billion U.S. dollars, making it the world's largest sales figure. , And through the product structure, industrial structure, market structure adjustment and reasonable industrial layout, guide the home appliance industry to the direction of quality and efficiency, and cultivate a few hundred billion level enterprises. It can be seen that during the "Twelfth Five-Year Plan" period, China's home appliance industry has great room for growth. The continued decline in the competitiveness of Japanese companies will give up some of their market share. The third and fourth quarters are expected to benefit from the strategic recession of Japanese companies and bring a lot of OEM outsourcing orders. Moreover, with the fall of commodity prices in the later period, the cost pressure of home appliance companies will be reduced in 2012, and profitability will increase steadily.

In the face of future challenges, the white domestic appliance giants now step up their transformation and upgrading, and are seeking and building a post-policy-driven competition system. A set of statistical data also shows that white-power companies are implementing a high-end strategy that leads the market in an overall structural upgrade. Midea has carried out large-scale layoffs since last November. It can be seen from the quarterly report this year that the total number of employees in the United States decreased by more than 30,000 last year, but profits have also increased. This also shows that the US’s slimming transformation, The effect of intensive cultivation. While Gree continued to use household air conditioners, it turned its attention to central air-conditioning, which is expected to grow at an average annual rate of 20% in the future, in order to grab more market share. Haier launched the world's first Internet of Things refrigerator, Little Swan launched iAdd automatic launch of the new wave and drum series, Meiling is currently expanding the refrigerator project is also aimed at the transformation of high-end product strategy, and Hefei Sanyo has specifically created a high-end brand " Emperor degree." Hong Shibin, an expert in the production and production industry, believes that “seeking product upgrades to high-end structures and technological innovations has become an effective weapon for companies to resist market decline”. Liu Buchen, an observer of home appliances, also believes that although the recent development of the white electricity industry has been hindered, its fundamentals are still good, and the white-electricity peak season is approaching, so it is hopeful to seize the opportunity. At present, refrigerators, washing machines, and household appliances companies are all gearing up. The white goods sales promotion war is also well before the May Day. Many agencies believe that the Chinese household appliance industry climate index is expected to stabilize in the second quarter, and the year-on-year decline rate will narrow. In the third and fourth quarters, it is expected to rise slightly. The specific figures may reach 96.5 points and 96.7 points respectively. According to industry insiders, in the long run, consumer demand for home appliances has been continuously upgraded, and the growth of the home appliance industry is still expected to be good.