On July 9, 2012, the Shanghai-Shenzhen A-share home appliance segment staged a “high-stage divingâ€, with a drop of nearly 5% on that day. Among them, Hisense Electric closed for the close, the United States's electrical appliances also hit the daily limit. Affected by the big drop, the market value of Hisense Electric evaporates nearly 1.4 billion yuan a day, and the market value of Midea Appliances is more than 3.6 billion yuan. As for the general decline in home appliance stocks, market commentary has been mixed, but public opinion has generally pointed the finger at the “deception†rumors.
On July 6, 2012, "Guangzhou Daily" and "Zhanjiang Evening News" published articles stating that some color TV companies were suspected of defrauding energy-saving subsidies. On July 9th, similar content was reprinted by numerous media, and many website news link titles have already become "Hisense suspected of defrauding household appliances energy-saving subsidies." In this regard, Hisense Electric made a response on the same day: “The concept of fraudulent supplementation is actually a misreading of the promotion caliber of individual first-line promoters.â€
Why is the reporting of individual companies suspected of fraudulent subsidies causing the entire home appliance industry to drop sharply? What kind of policy is the home appliance energy saving subsidy? How will this policy affect the home appliance industry?
Different from the traditional policies of home appliances going to the countryside and replacing old ones with old ones, the focus of this energy-saving project has been on the energy-saving upgrade of the industry.
Zhang Xin, vice president of the China Resources Institute of Resources and Environment, China National Institute of Standardization: We are more emphasizing energy conservation. We mainly want to quickly increase the market share of these high-end products and high-efficiency energy-saving products to 5% to 10% of such high-end products in the current market. In principle, it will increase from 5% to 10% to 40%.
Zhang Xin, vice president of the Resources and Environment Branch of the China National Institute of Standardization, participated in the entire process of policy formulation and product product auditing for the Energy Saving and Benefiting Project. He told reporters that the limited standard for energy-saving projects for the benefit of the people is very high, and the requirements for some products are even higher than the previously set Level 1 energy efficiency standards.
Zhang Xin, vice president of the Institute of Resources and Environmental Sciences, China National Institute of Standardization: The demand for flat-panel TVs for energy efficiency subsidies is set at 1.7.
Zhang Xin mentioned 1.7 is an indicator of energy efficiency, before the state-level energy efficiency standards of LCD TV countries is only set to 1.4, that is, although the LCD TV between 1.4-1.7 is also an energy efficiency product, but this time Do not enjoy financial subsidies. Not only flat-panel TVs but also refrigerators and washing machines are higher than the original national energy-saving standards. In Zhang Xin’s view, the purpose of doing so is to change the production structure of the enterprise. At the same time, subsidy payments are directly subsidized to consumers through the production enterprises in cash. The policy is also intended to affect the consumption structure of the people.
Zhang Xin, vice president of the China Resources Institute of Resources and Environmental Sciences, China National Institute of Standardization: Many of our high-end products, high-efficiency and energy-saving products are exported to other countries, and developed in exports to some countries, equal to products with poor energy efficiency, and I stay in a domestic market. This is why the energy-saving products benefit the people's project. It's another meaning. I have to adjust the domestic market consumption structure. In addition to upgrading the upgrading of home appliances, it is more important to inject new vitality into the current sluggish home appliance industry. . This is April this year, the reporter photographed some of the home appliance stores in Beijing, seeing a five-electricity sales period is coming, and each store competing to launch a variety of activities to promote consumption. In addition to home appliances stores, companies are losing money to earn money. In the office of Guangdong Zhigao Air Conditioning Co., Ltd.'s domestic marketing department, a price war for the “May Day†Golden Week is in full swing. In this event, an inverter air conditioner sold for 1999 yuan.
Lupin, Chief Marketing Officer of Guangdong Zhigao Air-Conditioning Co., Ltd.'s Domestic Marketing Division: This price is definitely losing money, but losing money as a limit is to stimulate potential consumer demand.
Behind the lively promotional campaign, the home appliance industry is facing an unprecedented test in the first half of this year.
Cai Weichang, Chairman of Beijing Shengtai Galanz Air Conditioning Sales Co., Ltd.: It feels like the market is like a backwater.
In the first half of the year, with the sales of mainstream products, LCD TVs fell 25% year-on-year, air-conditioning dropped 24.6% year-on-year, refrigerators dropped 18.2% year-on-year, and washing machines fell 15% year-on-year. At this crucial time, the introduction of energy-saving projects for the benefit of the people is an indispensable contribution to the home appliance industry.
Xu Ming, general manager of Changhong Multimedia Industry Co., Ltd.: When this policy was announced, the first one was all that people had been looking forward to for a long time. The second one I thought was a timely rain for the Chinese television industry.
Zhang Xin, vice president of the Institute of Resources and Environmental Sciences of the China National Institute of Standardization: If we expect that this 265 billion in fiscal funds will be invested, the direct result of such an expansion of consumer electronics consumption will directly bring about the effect of boosting domestic demand. We have forecasted This is about 250 billion to 300 billion.
In 2012, the home appliance industry is facing an unprecedented test. The original intention of the new round of energy-saving products to benefit the people’s project is to expand domestic demand and stabilize the economy. It also hopes to promote structural adjustment and industrial upgrading. In the eyes of the company and dealers, it was a piece of citron, but soon, this citron became a hot potato.
Here is the headquarters of Yixun E-commerce Development Co., Ltd. located in Baoshan District, Shanghai. Yang Zisheng is the director of the company's marketing and sales. Yi Xun.net is the first e-commerce platform on the Internet to implement energy-saving and people-friendly policies. Yang Zisheng now clearly understands I remember the excitement I heard when I heard the policy.
Yang Zisheng, Director of Sales and Marketing of Shanghai Yixun E-commerce Development Co., Ltd.: This is a good thing. It is a good thing for companies and consumers. It can promote our sales. We also feel that this is almost impossible for us to miss it.
Yang Zisheng and his colleagues are optimistic about the driving role of energy-saving and people-friendly projects in sales, and finally on June 25th, Yixun Electronics' first batch of energy-saving products went online. Like Evercom, Gome is also eager to get a share of the New Deal.
Sui Xianhua, senior vice president of Gome Electrical Appliance Co., Ltd.: Our expectations are very high. We have just signed a billion-dollar (yuan) energy-saving bill in June, because Haier’s energy-saving products are the most successful models, and others. Our partners signed a total of 38 billion (yuan) orders.
Whether the New Deal can achieve the expected results, whether it is easy to fast network or Gome Mall, it needs further observation and statistics, but some problems are exposed in advance in the implementation process.
Li Jian, Manager of Accounting Management Department of Shanghai Easy Motion E-Commerce Development Co., Ltd.: The cost of copying from one order is about 8 cents. To 25,000 sheets, it costs us one million dollars a year.
The energy-saving projects for the benefit of the people require that consumers who enjoy subsidies must submit four copies of materials, including a copy of the consumer's identity card, energy-saving subsidies for product barcodes, download-printed and hand-written energy-saving product confirmation letters, and copies of product invoices. The four are indispensable. In the four materials, channel companies like Evercom need to be responsible for photocopying product invoices. Although the copying cost of an order is only 8 cents, the cost will be as high as 1 million yuan in one year.
Yang Zisheng, Director of Sales and Marketing of Shanghai Yixun E-commerce Development Co., Ltd.: According to this, the current situation can only be borne by the company itself. In the sales of energy-saving projects, we have to dilute the cost. It seems that this method can only be adopted. At present, it seems that we can't ask the supplier for this money, and then it will not be a national policy.
Compared with all previous policies, the most needed information is this time. The purpose of this is to prevent fraudulent incidents from happening. In 2008, the introduction of home appliances to the countryside and 2009 air-conditioning energy-saving projects, a large number of fraudulent claims were disclosed by the media, according to the "China's Top 100 Green Companies Report" issued by the Daonong Research Institute, "according to listed companies. Public information shows that an air-conditioning company has obtained a financial subsidy of up to 840 million yuan from the 'energy-saving projects for the benefit of the people.'"
Jin Xiaofeng, vice president of Ovid Consulting, had previously had some irregular behaviors. Therefore, the implementation of this policy was considered more rigorous, but at the same time, the overall policy was relatively complicated.
On July 6, 2012, "Guangzhou Daily" and "Zhanjiang Evening News" published articles stating that some color TV companies were suspected of defrauding energy-saving subsidies. On July 9th, similar content was reprinted by numerous media, and many website news link titles have already become "Hisense suspected of defrauding household appliances energy-saving subsidies." In this regard, Hisense Electric made a response on the same day: “The concept of fraudulent supplementation is actually a misreading of the promotion caliber of individual first-line promoters.â€
Why is the reporting of individual companies suspected of fraudulent subsidies causing the entire home appliance industry to drop sharply? What kind of policy is the home appliance energy saving subsidy? How will this policy affect the home appliance industry?
Different from the traditional policies of home appliances going to the countryside and replacing old ones with old ones, the focus of this energy-saving project has been on the energy-saving upgrade of the industry.
Zhang Xin, vice president of the China Resources Institute of Resources and Environment, China National Institute of Standardization: We are more emphasizing energy conservation. We mainly want to quickly increase the market share of these high-end products and high-efficiency energy-saving products to 5% to 10% of such high-end products in the current market. In principle, it will increase from 5% to 10% to 40%.
Zhang Xin, vice president of the Resources and Environment Branch of the China National Institute of Standardization, participated in the entire process of policy formulation and product product auditing for the Energy Saving and Benefiting Project. He told reporters that the limited standard for energy-saving projects for the benefit of the people is very high, and the requirements for some products are even higher than the previously set Level 1 energy efficiency standards.
Zhang Xin, vice president of the Institute of Resources and Environmental Sciences, China National Institute of Standardization: The demand for flat-panel TVs for energy efficiency subsidies is set at 1.7.
Zhang Xin mentioned 1.7 is an indicator of energy efficiency, before the state-level energy efficiency standards of LCD TV countries is only set to 1.4, that is, although the LCD TV between 1.4-1.7 is also an energy efficiency product, but this time Do not enjoy financial subsidies. Not only flat-panel TVs but also refrigerators and washing machines are higher than the original national energy-saving standards. In Zhang Xin’s view, the purpose of doing so is to change the production structure of the enterprise. At the same time, subsidy payments are directly subsidized to consumers through the production enterprises in cash. The policy is also intended to affect the consumption structure of the people.
Zhang Xin, vice president of the China Resources Institute of Resources and Environmental Sciences, China National Institute of Standardization: Many of our high-end products, high-efficiency and energy-saving products are exported to other countries, and developed in exports to some countries, equal to products with poor energy efficiency, and I stay in a domestic market. This is why the energy-saving products benefit the people's project. It's another meaning. I have to adjust the domestic market consumption structure. In addition to upgrading the upgrading of home appliances, it is more important to inject new vitality into the current sluggish home appliance industry. . This is April this year, the reporter photographed some of the home appliance stores in Beijing, seeing a five-electricity sales period is coming, and each store competing to launch a variety of activities to promote consumption. In addition to home appliances stores, companies are losing money to earn money. In the office of Guangdong Zhigao Air Conditioning Co., Ltd.'s domestic marketing department, a price war for the “May Day†Golden Week is in full swing. In this event, an inverter air conditioner sold for 1999 yuan.
Lupin, Chief Marketing Officer of Guangdong Zhigao Air-Conditioning Co., Ltd.'s Domestic Marketing Division: This price is definitely losing money, but losing money as a limit is to stimulate potential consumer demand.
Behind the lively promotional campaign, the home appliance industry is facing an unprecedented test in the first half of this year.
Cai Weichang, Chairman of Beijing Shengtai Galanz Air Conditioning Sales Co., Ltd.: It feels like the market is like a backwater.
In the first half of the year, with the sales of mainstream products, LCD TVs fell 25% year-on-year, air-conditioning dropped 24.6% year-on-year, refrigerators dropped 18.2% year-on-year, and washing machines fell 15% year-on-year. At this crucial time, the introduction of energy-saving projects for the benefit of the people is an indispensable contribution to the home appliance industry.
Xu Ming, general manager of Changhong Multimedia Industry Co., Ltd.: When this policy was announced, the first one was all that people had been looking forward to for a long time. The second one I thought was a timely rain for the Chinese television industry.
Zhang Xin, vice president of the Institute of Resources and Environmental Sciences of the China National Institute of Standardization: If we expect that this 265 billion in fiscal funds will be invested, the direct result of such an expansion of consumer electronics consumption will directly bring about the effect of boosting domestic demand. We have forecasted This is about 250 billion to 300 billion.
In 2012, the home appliance industry is facing an unprecedented test. The original intention of the new round of energy-saving products to benefit the people’s project is to expand domestic demand and stabilize the economy. It also hopes to promote structural adjustment and industrial upgrading. In the eyes of the company and dealers, it was a piece of citron, but soon, this citron became a hot potato.
Here is the headquarters of Yixun E-commerce Development Co., Ltd. located in Baoshan District, Shanghai. Yang Zisheng is the director of the company's marketing and sales. Yi Xun.net is the first e-commerce platform on the Internet to implement energy-saving and people-friendly policies. Yang Zisheng now clearly understands I remember the excitement I heard when I heard the policy.
Yang Zisheng, Director of Sales and Marketing of Shanghai Yixun E-commerce Development Co., Ltd.: This is a good thing. It is a good thing for companies and consumers. It can promote our sales. We also feel that this is almost impossible for us to miss it.
Yang Zisheng and his colleagues are optimistic about the driving role of energy-saving and people-friendly projects in sales, and finally on June 25th, Yixun Electronics' first batch of energy-saving products went online. Like Evercom, Gome is also eager to get a share of the New Deal.
Sui Xianhua, senior vice president of Gome Electrical Appliance Co., Ltd.: Our expectations are very high. We have just signed a billion-dollar (yuan) energy-saving bill in June, because Haier’s energy-saving products are the most successful models, and others. Our partners signed a total of 38 billion (yuan) orders.
Whether the New Deal can achieve the expected results, whether it is easy to fast network or Gome Mall, it needs further observation and statistics, but some problems are exposed in advance in the implementation process.
Li Jian, Manager of Accounting Management Department of Shanghai Easy Motion E-Commerce Development Co., Ltd.: The cost of copying from one order is about 8 cents. To 25,000 sheets, it costs us one million dollars a year.
The energy-saving projects for the benefit of the people require that consumers who enjoy subsidies must submit four copies of materials, including a copy of the consumer's identity card, energy-saving subsidies for product barcodes, download-printed and hand-written energy-saving product confirmation letters, and copies of product invoices. The four are indispensable. In the four materials, channel companies like Evercom need to be responsible for photocopying product invoices. Although the copying cost of an order is only 8 cents, the cost will be as high as 1 million yuan in one year.
Yang Zisheng, Director of Sales and Marketing of Shanghai Yixun E-commerce Development Co., Ltd.: According to this, the current situation can only be borne by the company itself. In the sales of energy-saving projects, we have to dilute the cost. It seems that this method can only be adopted. At present, it seems that we can't ask the supplier for this money, and then it will not be a national policy.
Compared with all previous policies, the most needed information is this time. The purpose of this is to prevent fraudulent incidents from happening. In 2008, the introduction of home appliances to the countryside and 2009 air-conditioning energy-saving projects, a large number of fraudulent claims were disclosed by the media, according to the "China's Top 100 Green Companies Report" issued by the Daonong Research Institute, "according to listed companies. Public information shows that an air-conditioning company has obtained a financial subsidy of up to 840 million yuan from the 'energy-saving projects for the benefit of the people.'"
Jin Xiaofeng, vice president of Ovid Consulting, had previously had some irregular behaviors. Therefore, the implementation of this policy was considered more rigorous, but at the same time, the overall policy was relatively complicated.
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