Three white home appliance sales declining experts recommend deeper three or four markets

At the 2011 China Household Appliance Industry Annual Meeting and the Home Appliance Industry Competitiveness Summit held in Hefei, Cai Ying, Assistant to the Information Resource Development Department of the National Information Center, disclosed that in October of this year, the sales of the three “white goods” air conditioners, refrigerators, and washing machines increased year-on-year. There has been a downward trend and sales are not satisfactory. Industry insiders suggested that home appliance industry should do a good job in terminal construction, deepen the third and fourth-level markets, and maintain market competitiveness.

Cai Ying said that the data show that in October this year, China's washing machine sales showed a downward trend compared with the same period last year, the growth rate was -8.17%; refrigerators also showed a year-on-year negative growth, year-on-year increase of -9.04%; While the overall sales of air conditioners this year maintained a year-on-year increase, the increase also showed a decline.

"In this situation, the tertiary and tertiary markets have become an important market for the home appliance industry in China, and their contribution to the overall growth of the home appliance industry has become increasingly prominent," said Cai Ying.

He suggested that in the face of the new situation in the "white goods" market, enterprises should first increase their after-sales service, strengthen the construction of sales and after-sales channels, give full play to the enthusiasm of specialty stores and distributors, and strive to do a good job. At the same time, it will focus on researching the consumption characteristics of the third and fourth-tier markets such as rural areas, and implement differentiated services, especially for rural market consumption levels, and research and invest in differentiated products to meet customer needs.

In addition, Cai Ying also pointed out that with the intensification of market competition and the decline in the size of the entire sales, there may be some non-standard means of competition in the fierce competition, enterprises should strengthen the ability to control the crisis. “Building a brand takes decades, but destroying a brand may be a day or two. Companies must increase their ability to respond to crises. This is a real problem facing companies in the next year or two.”