Recently, the Ministry of Commerce and other 14 departments jointly launched the "Action Plan for promoting the Trade-in of Consumer goods", which triggered a positive response from the industry and enterprises, coupled with the fact that March and April is the peak season for decoration, which has promoted a new wave of household appliance consumption crazy. in the new consumption environment, what is the significance of the trade-in policy to promote the green development of the home appliance industry and improve the quality of life of consumers? What are the difficulties in the process of advancing? With the in-depth implementation of the trade-in policy of home appliances, what green development trends will the home appliance industry present?
"Trade in the Old for the New" to promote the upgrading and Development of Green Intelligent Home Appliances
With the gradual improvement of the public concept of green environmental protection, people are more and more inclined to choose intelligent, healthy and green high-quality life, and the national policy of trade-in can better promote the upgrading of green smart household appliances.
Li Xiaoxian, general manager of Business Insight and Consulting Department of AVC, pointed out that trade-in clearly defines the requirements and guidelines for replacement, and promotes living improvement and quality upgrading on the basis of green new energy efficiency and intelligence, as well as the release of stock demand and the upgrading of industrial structure in the home appliance industry.
Trade-in policy emphasizes the upgrading of technical standards and encourages green home appliance consumption. At this level, Meng Xin, chief analyst of the home appliance industry of Pacific (601099) Securities Co., Ltd. research institute, believes that the implementation of the policy is expected to stimulate renewed demand in the stock market, improve the market demand structure of home appliances to a greener and low-carbon direction, improve consumer experience, and is of great significance to the sustainable development of society.
Lu Xiao, a senior reporter from the Huaxia Times, said that the trade-in policy is an important measure implemented by the Chinese government to promote consumption upgrading, promote industrial transformation and respond to environmental protection requirements, and help promote the green transformation of the home appliance industry. Promote industrial upgrading and technological innovation, and improve the quality of life of consumers.
Deng Xu, director of the Zhongguancun online Home Appliances Department, also said that trading in clunkers can stimulate consumers' enthusiasm for upgrading household appliances, promote the development and technological innovation of the home appliance market, and promote the development of the home appliance industry in a more environmentally friendly direction by reducing the waste of resources and environmental pollution of old home appliances.
There are difficulties in policy promotion, and there are opportunities in them.
The introduction of the trade-in policy has brought new market opportunities for home appliance manufacturers. Major manufacturers have responded to carry out subsidy activities. Although many consumers have the demand to replace new household appliances, they still face some difficulties and pain points in the actual operation, but there are also new opportunities in the difficulties.
According to the observation in the process of promoting the policy, Li Xiaoxian pointed out that at present, the difficulties in the promotion of trade-in are mainly focused on the different input efforts and output effects in different regions; the residual value levels of different categories are different, and the enthusiasm for recycling is different; the needs of different scenarios are different, and the matching degree of product solutions is different. For the above difficulties, it is suggested that the enterprise should refine the replacement solutions for different subdivision scenarios, the service side should improve the service process of the integration of valuation and replacement, and the policy should give clear policy landing guidance and efficient landing effect feedback mechanism. fully mobilize the forces of all parties and activate the potential of the market.
On the other hand, Meng Xin analyzed the existing difficulties from no angle. she believes that at the consumer level, the awareness of trade-in in the sinking market is not strong, consumers do not understand the trade-in policy, and even if old household appliances break down, maintenance takes priority over replacement; at the enterprise level, the trade-in policy is more beneficial to the leader and is not conducive to the development of small enterprises. It is also suggested that the policy publicity of the sinking market should be strengthened to improve consumer awareness; small and medium-sized enterprises should speed up the construction of the internal trade-in system, pay attention to the improvement of product power, and enjoy the market increment.
Lu Xiao analyzed it from the recycling level. She believes that the further promotion of trade-in may be faced with problems such as difficult to find recycling channels, low recovery prices, high recovery costs and lack of industry standards. It is suggested that we should speed up the establishment of a national recycling system of waste household appliances, improve the transparency of recycling prices, reduce logistics and disposal costs, speed up the formulation and implementation of national standards for the recovery, disassembly and reuse of waste household appliances, and standardize the development of the industry.
Deng Xu also said that at present, consumers' awareness and awareness of energy conservation and environmental protection and upgrading may be insufficient, which will affect their understanding and support for the trade-in policy; the second is the price difference between old and new products. It is suggested that we should strengthen the publicity and education of energy conservation and environmental protection, improve consumers' awareness and understanding, adjust the price difference between new and old products, improve the recovery subsidies of old products, increase the enthusiasm of consumers to participate, and ensure the maximization of consumers' interests.
The promotion of the trade-in policy is conducive to the popularization of intelligent green household appliances, to improve the product structure, and to expand the competitive advantage of the head brand. in addition, the new policy is conducive to the establishment and standardized development of the recycling system of waste household appliances. Relevant enterprises will also get a benign development environment, but there are also some difficulties in the process of promotion. I believe that under the promotion of the policy and the common response of the industry and enterprises. Trade-in will become a new driving force for the development of the home appliance industry (310328).
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