The current mainstream three-door, open-door refrigerators, domestic brands with a market price of 3,000-4,000 yuan abound, the tariffs on imported household appliances are greatly reduced, the impact is limited, will not affect the market's large pattern.
Since last month, the import tariffs on household appliances such as washing machines and refrigerators have been lowered. Will this cause a wave of price cuts in the industry, which is a topic of concern to the public. From the recent situation of reporters in the home appliance market in Hangzhou and local manufacturers, The overall price of home appliances is not shocking. In the home appliance market dominated by domestic appliances, the adjustment of import tariffs has little effect on the overall market.
The average tax rate has dropped from 20.5% to 8%.
Since July 1, the average import tariff rate on household appliances such as washing machines and refrigerators has dropped from 20.5% to 8%, a drop of more than 60%. Does this have any impact on the local appliance market terminals? Recently, reporters went to Hangzhou Building and Suning Yi Buy and other home appliance stores to visit and understand.
In the home appliance store of Hangzhou Tower, the prices of individual imported brands have fluctuated slightly, but the overall price remains high. For example, the imported Liebherr refrigerators are basically more than 40,000 yuan, and even higher than 80,000 yuan. The sales staff of Henglong imported kitchen appliances said that the price of imported brands remained stable, and the retail price was not significantly affected by the recent downward adjustment of tariffs.
'Imported brands like Minolta are mainly aimed at high-end customer groups, and the price will not change much.' The German Minor Electric sales staff of Hangzhou Building explained this.
Compared with niche imported appliances, the mainstream of home appliance stores are domestic brands, and there are some joint venture brands with localized production. In Suning Tesco of Hushu South Road, Beike is one of the few original imported brands. At present, there are quite a lot of preferential pre-sale activities. The first price of the door refrigerator is 11999 yuan, the actual price is only 5999 yuan; the other washing machine is marked with the original price of 7999 yuan, 4999 yuan after the discount. However, the reporter registered Suning of Tmall E-shop official flagship store, check the price trend of these two products, and found that it has been sold in May and June, and has no direct relationship with the tariff reduction.
Consumption upgrades are more important than price wars
At present, imported home appliances are mainly concentrated in high-end, luxury brands. For example, imported door-to-door, four-door refrigerator, high-end washing machine and dryer, etc., tens of thousands of yuan. Consumer audience is small, sensitivity to price adjustment It is not obvious. The adjustment of tariffs will not necessarily be reflected in the retail price of the terminal. According to Sun Minhua, secretary general of Hangzhou Household Appliances Industry Association, China's home appliance industry has long been a fully competitive industry. After years of market baptism, the entire industry is at During the maturity period, the brand structure has also been formed. Domestic brands have indisputably occupied a dominant position. The tariffs on imported household appliances have been greatly reduced, and the impact is limited, which will not affect the market's large pattern.
'I want to buy a GE brand 500 liter refrigerator in Hangzhou, the price will be 30,000 yuan!' Hangzhou Huari refrigerator said that in fact, it is because of the rise of the domestic appliance brand group, it is completely lowered The entry of large-sized home appliances into the home has also changed the situation in which imported home appliances can be used. For example, the current mainstream three-door refrigerators, domestic brands with market prices of 3000-4000 yuan abound, and the technical level, quality and foreign products The ratio is not inferior. On the contrary, domestic brands are more adaptable to the needs of local consumers, more grounded, and more adaptable to market changes.
On the other hand, with the changes in consumption and product structure changes, the impact of price changes on sales is relatively smaller. Consumers pay more attention to rational consumption, quality consumption, which is fully reflected in the consumption of household appliances in recent years. Sun Minhua believes that In recent years, Hangzhou-based home appliances have paid more attention to the upgrading of products and technologies, avoiding low-level price competition, and have developed more mid-to-high-end products that can meet the needs of consumption upgrades.
In fact, China's home appliance industry's core competitiveness and voice are constantly improving. The US CES exhibition is considered to be the 'wind vane' of the home appliance industry. At this year's show, more than 1,500 Chinese companies participated, accounting for 33%. The accelerated application of technologies such as the Internet of Things and artificial intelligence has helped domestic brands to become international.