"'Home appliances to the countryside' is the first time that financial funds are invested in the field of consumption, is the innovation and breakthrough of financial policy and trade policy." Zheng Shuwei, director of the Comprehensive Department of the Ministry of Commerce, said. This is a government-subsidized project without precedent, and an attempt to shift state financial funds from supporting investment and exports to expanding consumption.
Multi-purpose new policy to benefit agriculture
"Home appliances to the countryside" is the idea of stimulating domestic demand, but the starting point is first put on the support of agriculture and agriculture, and the logic behind this policy chain is from the rural areas of the changes extended.
In recent years, the state has introduced agricultural tax exemption, the implementation of a new type of rural cooperative medical care, the implementation of direct subsidies for grain, the implementation of compulsory education in rural areas and other policies, coupled with the rise in prices of agricultural products, the farmers' income has really increased, last year's net per capita income of farmers reached 4,140 yuan, the purchasing power of the farmers to enhance; on the other hand, the completion of the transformation of the rural power grid, the same network and the implementation of the same price and other measures, but also to make the rural power environment and consumption environment, the implementation of the same price, the same network and the same price. Rural electricity environment and consumer environment greatly improved.
"With more than 800 million people and 210 million families in rural areas nationwide, accounting for 67.6% of the total number of Chinese households, the home appliance market has huge potential." Huo Dufang, chairman of the China Household Electrical Appliances Association, said, "home appliances to the countryside," such as can be pushed across the country, this year, mainly in counties and townships of the three and four levels of the home appliance market capacity is expected to reach more than 230 billion yuan.
According to the Development Research Center of the State Council market, the China Household Electric Appliances Association and other units of the country's 12 provinces, 2 municipalities directly under the Central Government of the 50 counties and cities, more than 300 townships to carry out a special survey shows that: in recent years, with the increase in the per capita income of farmers year by year, the farmer's family of refrigerators have a greater intention to buy, in the next five years, 21.1% of the family has the intention of purchasing, which decided to buy a refrigerator in one year, 4% of families. The decision to buy refrigerators within a year amounted to 4.1% of the families.
With the gradual improvement of farmers' consumption ability, the first and second tier brands of home appliances have begun to gradually launch large-scale penetration of the rural market over the years. It is understood that, after experiencing the white-hot competition in the first and second-tier cities, the county and township-based three and four markets this last virgin land, finally appeared in the major home appliance companies on the strategic map. However, in China's vast rural areas, the countryside, "husband and wife store" is still the main terminal form of retail appliances, in order to make money and a large number of miscellaneous home appliances sold, resulting in the rural home appliance market for a long time for some of the "miscellaneous army" occupation, so that Changhong, TCL Home appliance giants such as Changhong, TCL, etc. after a brief test of the waters will be hastily climbed ashore.
The Ministry of Finance and the Ministry of Commerce joined the "home appliances to the countryside" pilot, after the producers bidding, and then the channel bidding, according to the results of the bidding, Shandong has 11 circulation enterprises won the bid, Henan, Sichuan, 10 each.
"This is undoubtedly a signal." An industry insider believes that the state wants to "go to the countryside" project through home appliances, drive the channel "to the countryside" in the relatively sparsely populated rural areas have developed a modern business circulation model similar to that of the city, change the current distribution channels in rural areas is not good situation, and After-sales service to follow up in a timely manner, to a greater extent to ensure the realization of the policy objectives of supporting and benefiting agriculture.
For the rural market "tailor-made"
"Home appliances to the countryside", home appliance companies as a "subway to spring". This is a prying 800 million people in the rural market as the theme of the vast project, and the rural home appliance market consumption potential of 230 billion yuan this figure is enough to whet the appetite of any well-known home appliance companies. Statistics show that the pilot so far, Lu, Sichuan, Henan Province has 1 million farmers to buy state-subsidized home appliances.
Borrowing the government's policy to promote, brand-name home appliance companies have put down their stance, vision downward extension.
"The 'rural' home appliances are not the products of the enterprises' backlog inventory or elimination, but are designed and produced specifically for the rural market." In the interview, Haier, Hisense, Aucma and other home appliance companies have coincidentally emphasized, "This is all signed a commitment."
"In the bidding for the 'home appliances to the countryside' pilot product program, the government has imposed a number of restrictions on the quality, price and service of the products to make them more in line with the practical needs of the rural market, and they are virtually tailor-made for the rural market." Lu Haifeng, general manager of Haier Group Store Promotion Company, said.
And the bidding by the Ministry of Finance and the Ministry of Commerce does reflect the detailed requirements: there is an upper limit on the price of subsidized products, which is 2,000 yuan for refrigerators, 1,500 yuan for color TVs and 1,000 yuan for cell phones.
At the same time, the winning product should not only be "inexpensive", but also "high quality". Refrigerators, for example, "the product's energy efficiency must reach the national standard energy efficiency level 1 (after the 2008 standard upgrade, energy efficiency level 2 and above)", to adapt to the rural areas of the wide voltage design, and even as detailed as "compressor back with anti-rat cover.
Professionals said the government is actively promoting the "home appliances to the countryside" program undoubtedly gives the home appliance industry deep plowing the rural market injected a shot in the arm. For those who want to make a difference in the three or four markets, home appliance companies should improve the rural market after-sales service system, so that farmers buy assured that the maintenance of comfort.
"The implementation of 'home appliances to the countryside', for Aucma such an advantageous brand is a boost." Zong Weijing, deputy general manager of Aucma Business Company, said this can also be considered as the "regular army" to take the opportunity to fight back against the "miscellaneous army" time.
From the results of this bidding is not difficult to find, most of the winning brands are concentrated in the Haier, Xinfei, Hisense, Changhong, Konka, Aucma, etc. in their respective fields ranked in the top few companies, foreign brands, only Samsung's a finalist, and miscellaneous home appliances is not a winning bid.
"Home appliances to the countryside" policy, the implementation of the existing pattern of the rural market at once to a whole reversal.
"Home appliances to the countryside" policy was announced not long ago, failed to "home appliances to the countryside" policy in most of the small and medium-sized home appliance companies, in a short period of time, its rural channels in the three pilot provinces began to lose ground. The bidding well-known home appliance companies to take this opportunity to quickly promote the channel sinking strategy.
Industry insiders believe that such a layout, from the relevant state departments to consider, the big brands won the bid, more conducive to the control of product quality and service.