Some enterprises withdraw from home appliances to the countryside in advance: for the first time to give up bidding

It is a pity that food is tasteless, but it is a pity that enterprises involved in bidding for home appliances to the countryside are tangled up.

On December 6th, at the Schonbrunn Palace Hotel in Beijing, the final round of bidding for home appliances to rural areas took off on schedule. Before the bidding, many home appliance companies stated that “the business opportunities in the final year were very small and they did not participate in the bidding.” However, the reporter of “China Enterprise News” saw on the spot that the bidding site was still crowded with all kinds of home appliance companies. Compared with previous years, there was less fanaticism and speculation in the field of bidding for home appliances to the countryside, which was more rational and calm.

Since launching in 2009, it has pushed home appliances to the countryside, which has been “going high and going high”. After reaching the peak of development in 2010, it experienced a rational decline in 2011, and in 2012 it plunged into a turmoil in policy exit. "China Enterprise" reporter saw that in a new round of bidding, a group of policy speculators withdrew before the policy withdrew in advance, and a group of newcomers also hoped to catch up with the "final last train" to let the policy affix gold to companies. More large and medium-sized enterprises began to rationally return to the fundamentals of performance after completing the market layout.

For the first time, enterprises have abandoned bidding and compared with the number of previous rounds of bidding for home appliances to the countryside, the current "home appliances to the countryside" tender has appeared for the first time as an "active abstainer." The three foreign TV companies that won the bid last year, Samsung, Sharp, and LG, did not participate in this round of bidding. The number of bids for color TV companies this year is 27, which is 4 less than the 31 successful bid companies of last year.

There are only 4 companies bidding on the bidding site for microwave ovens. Refrigerators, washing machines, electric water heaters, induction cookers, gas water heaters and other products have also seen a reduction in the number of bidders.

However, bidders for air-conditioning and solar water heaters continued to rise. A total of 28 air-conditioning companies participated in the bidding, compared with 25 companies that won the bid last year. There were new faces such as Youao, Soi, Ripu, and Putian. Among them, the Putian air conditioning brand appeared in TCL's bid.

It has been a solar hot-water heater for big bidding companies. There are 282 companies bidding this year, which is a significant increase from the number of successful bids for 243 companies last year. According to a person in charge of a solar water heater company, “Several solar companies that won the bid last year did not come to bid this year. The increase in the number of companies is mainly concentrated on some new tender companies. Their enthusiasm is high, but the situation in the rural market is very bad.”

The implementation of home appliances to the countryside for three years, first fire TV, refrigerator, and later washing machines, solar water heaters, and finally air conditioning this year, so this year's bidding air-conditioning business increased, is to want to share the last cup. Affected by consumer habits and competitive products, microwave ovens, induction cookers, gas water heaters, and electric water heaters have not been able to achieve explosive growth in the rural market since the start of the countryside. At present, the popularization of microwave ovens and induction cookers is still concentrated in cities. The two traditional water heaters have been hit by solar water heaters in the rural market.

Newcomers to exits have their own thoughts. Panasonic and Sony's two major Japanese color TV companies have not participated in the bidding. Foreign brands such as Samsung, Sharp, and LG who won the bid in 2011 but have a very small number of products have also chosen to give up. Professor Li Dejun from Anhui University of Technology pointed out that “these TV companies in foreign countries are mainly worried that the policy of using home appliances to the countryside will affect their consistent brand positioning. After all, there are many SMEs in the successful bidders, which will drag down the identity of foreign brands.”

With the policy entering the exit period, Li Dejun also predicted that “after these foreign-funded enterprises have waited for more than three years, after the basic establishment of China’s rural market sales channels, logistics distribution system and service system, the brand and product will be set aside. The policy is to go to the countryside autonomously. This will cause no small impact on domestic SMEs."

In 2012, Suoyi Electric, which had just announced its entry into the domestic air-conditioning market, appeared on the scene of a new round of air-conditioning tenders on schedule. A second-tier air-conditioning company bidding director pointed out that "Soy, Putian these companies participate in the tender, it is difficult in a short period of one year to use policies to open up new prospects in the rural market, mainly to hope to obtain the successful bid to the company and brand stickers By the time, these companies, like Midea, Daikin, and Panasonic, were successful bidders and they had virtually achieved brand borrowing."

Some air-conditioning companies also pointed out that “This year, the number of air-conditioning companies has not decreased by the number of bids, mainly in the past two years, air-conditioning sales in rural areas has not been hot, with the withdrawal of energy-saving policy in June this year, many companies have turned their energies Home appliances."

The above-mentioned solar energy companies also reported to the “China Enterprise News” reporter that “from bids to winning bids, and then to various provinces and cities for record registration, distributors often need more than 5 months for the registration of tenders, which is for the newly awarded solar energy companies. It is difficult for hundreds of thousands of people to get a return within a few months. The purpose of their bid is very clear, that is, to obtain qualifications for home appliances to the countryside, to increase confidence for enterprises and dealers."

Since the beginning of this year, China’s home appliance market has experienced a full-scale decline after experiencing the “double flush” in the previous two years, and the overall market demand has declined. Compared with cities, China's rural market has maintained rapid growth, but its development base is small, and it is difficult to accept the impact of the city's decline. The upcoming 2012 home appliance market competition will undoubtedly bring new challenges to all household electrical appliance companies. Whether the policy can continue to play an escort role has no prospect.