In 2013, the growth rate of white goods in China will be divided into two levels

According to recent statistics, sales of refrigerators, air conditioners and washing machines in China from January to October this year were up 0.9%, -6.2% and 0.9% year-on-year. Sales of refrigerators and washing machines rose slightly, while air conditioners fell more. According to industry insiders, the overall demand for white goods in China will pick up next year, but it will also face polarization.

From the fourth quarter of 2011 to the third quarter of this year, it was commented in the industry as “the most difficult period for China’s home appliance industry”. The three white power industries have entered the production and sales decline period of nearly one year. From January to October 2012, air conditioners and refrigerators were introduced. And washing machines respectively achieved domestic sales of 50.32 million units, 51.95 million units and 28.78 million units, and the year-on-year growth rates were -6.7%, -0.5%, and -4.1% respectively.

In 2013, the policy of home appliances going to the countryside will be withdrawn, the distribution of affordable housing will gradually start, and China’s white electricity market will also usher in new changes: UBS Securities recently released a report that it is expected that after the exit of home appliances to the countryside policy in 2013, the air-conditioning market Affected by small impact, the rural penetration rate will continue to increase. The peak of ice-washing, especially refrigerators, has passed and rural demand is expected to decline. This year's increase in real estate transaction volume should delay the demand for various types of white electricity. The current pull effect has begun to appear and may continue at least until the first half of next year. The subsidy policy for energy-saving appliances will be implemented for half a year in the next two years, and the degree of demand for upgrading will be similar. Overseas demand benefited US real estate market recovery, the overall performance is expected to be better than domestic demand.

The report pointed out that air-conditioning sales will rebound in 2013, domestic sales growth of 8.5%, export growth of 8%, an overall increase of 8.3%; refrigerator domestic sales is expected to decline 12.7%, although exports are still expected to maintain growth of 7%, but overall sales fell 7.8%; washing machine Relatively stable, it is expected that domestic sales will increase by 1.9%, exports will increase by 6%, and overall growth will increase by 3.5%. From a monthly point of view, sales of various types of products began to recover year-on-year in October this year, and real estate demand for household appliances has been reflected. It is expected that this will continue until at least the first half of next year and real estate transaction data can be further observed in the second half of next year. At the policy level, after the home appliances going out to the countryside and exiting at the beginning of next year at the beginning of next year, the tail-adjusting effect may cause white-electricity growth in the first quarter, especially the growth of refrigerators, and should be able to return to a higher level later.