Last week, the nation's largest home appliance retailer Suning Appliance disclosed, some traditional consumer electronics companies has been brewing in prices during the Spring Festival, causing a strong reaction among society and industry.
Immediately, Suning Appliance and yesterday (January 18) announced in December last year to 300 billion yuan to start a single purchase content. Among them, Suning key purchased during the Spring Festival strong sales of color televisions, glue stick mobile phones, computers, digital, refrigerator, washing machine, air conditioning and other products to ensure adequate supply, major efforts of promotion, to effectively inhibit the appliance price trends, to ensure that Chinese New Year shopping season of parity supply of goods.
Reveal the price of home appliances "dark rose" unwritten rules.
Into 2011, glue gun food, raw materials and other significant upward trend of consumer prices, the state will also inhibit the recent price increases as the focus of economic work.
Suning Appliance, according to information disclosed last week, since early last year, 12 months, the international copper prices since exceeded 9,000 U.S. dollars / ton, after repeatedly refresh historic highs. Shanghai futures market data show that within six months copper prices rose 32% year on year, steel prices rose for two consecutive months the momentum will continue into the first quarter of this year. Manufacture of many household appliances synchronize upstream raw material prices rise, coupled with "waste electrical and electronic product recycling regulations," the official implementation, air conditioners, refrigerators, washing machines, water heaters, stoves and other traditional household appliances in 2011 will usher in the first wave of bullish trend. It is understood that there are already several well-known brands of price notification letter conveyed to the channel, plans to price adjustment during the Spring Festival.
President of Suning Appliance, Jin Ming, president of marketing headquarters said that as the nation's largest home appliance retailer, based on the upstream manufacturing and consumer understanding of the market, Suning will determine the price trend the first time, and a timely reminder of the consumer is responsible businesses obligations, so that consumers accurate information on consumer trends and information, clearly consumption, while some took the opportunity to ride the behavior of prices can also play the role of certain constraints.
As a business, the general sales price would be a lot of publicity, but the prices of public disclosure of information is very rare. In the past few years, Suning through the issuance of white papers, reports and other forms of consumer trends, many of the air-conditioning, refrigerator, washing machine, color TV and other products, including prices, including price movements to make accurate forecasts, reflecting on an accurate grasp of market trends, also gained consumer recognition and trust. According to Jin Ming, as early as last November, Suning to predict during the Spring Festival 2011, air conditioners, refrigerators, washing machines, water heaters, range hoods, stoves and other traditional upward trend in prices faced by home appliances, has taken an early measures such big purchases.
Relevant to industry sources, the recent home appliances manufacturing costs caused by multiple factors, a significant increase, resulting in structural price increases, but the manufacturers feel for the market competition and consumer considerations, most of the information is not announced price increases, but very much by reducing the promotion, reduce the supply of old products, increase the frequency of new market initiatives to improve pass on rising costs pricing pressures.
Suning Appliance last week after disclosure of the information industry, price increases, some involving manufacturers hastened to clarify that no price increases have not received a clear timetable or price notification, which reflects the price of Suning sudden exposure of the industry, "undertow" act indeed played a role in regulating, but also for big purchases Suning taken laid the foundation for the established strategy.
300 billion in advance procurement of a large single-year price momentum suppression.
Terminal current pricing of home appliances by the upstream firms to determine the basic, but on the scale of the channel can also be obtained by the scale of the procurement price of some products, the right to speak of. In the home appliances during the festive period to predict price trends, Suning from last December, it will be actively working with Samsung, Haier, Lenovo, LG, Midea, Panasonic, Sony, Hisense, Skyworth, Nokia, Whirlpool, Oaks New Year's Day during the Spring Festival and other brands and to discuss overall cooperation plan of 2011, particularly consumption of household appliances for the Chinese New Year price pressures faced by Suning signed with the major suppliers of 300 billion the total size of a large single-sourcing, combined with market consumption trends, the introduction of especially for large models, new products, strong market.
The beginning of last December covers major purchases single category, in particular, strong sales increases during the Spring Festival of color TV sets, mobile phones, computers and other products proportion. Specific categories, including 10.0 billion color TV, refrigerator, washing machine 60 billion yuan, 2.5 billion air-conditioning, electrical life of 20 billion yuan, 1.5 billion kitchen appliances, communication products, 3.5 billion, 3.0 billion PCs, digital 1.5 billion.
Jin Ming says this festival is an important node in consumer appliances over the years, 300 billion size of the procurement record high of Suning calendar New Year, put one hand out such a large domestic market in China continued to demand the eruption, on the other hand is a large enough scale of procurement ensure that the vendor provide adequate supply of affordable weight.
Many new products, special models for the price cut in line on New Year's.
Near the end of the year, consumer appliances and 3C products become family renewal, gift of choice, according to recent sales show Suning into January, the brand of appliance sales increased significantly, especially flat-panel televisions, mobile phones, computers and other categories to become the main sales For example, a large number of LED, 3D TV, smart phones, energy-efficient refrigerators, washing machines, air conditioners and other products.
Previously, the PRC, Suning predicted joint New Year's Day, Spring Festival will be fully than LCD LED products, a new generation of color TV industry, the overlord of 3D TV in 2011 to more than 30% market share in Beijing, Shanghai, Guangzhou, Shenzhen and four first-tier cities market share is expected to exceed 40%. The purchase has many bright spots in the new, color TV, the variety of cost-effective Sony, Changhong LED new products, new products such as Konka 3DLED be listed; mobile phones, full keyboard, Nokia E7-00, 4.3-inch large touch screen, Motorola ME811 , Android2.2 operating system HTCA3360, the world's first 3G dual SIM card and so on popular models of Philips W715; computer i5 processors have used Sony, Samsung and other new notebooks, HP, Haier, one of the machines and so on; digital , the 41 times zoom Canon FS406, Olympus micro-single EPL2, Casio ZS10, etc.; air conditioning, Haier, Daikin, Panasonic, Whirlpool number of new products onto the market.
Selling goods to ensure parity in the new source of supply at the same time, Suning has invested 3.0 billion joint promotional resources companies, joint companies covering all categories and for the procurement of special models, custom models such as underwriting, to ensure that each category during the Spring Festival price cut in line to the New Year's Day To ensure the strength, Suning Appliance and even canceled routine annual National Association of many partners, all the budget resources into the market, to underpricing.
It is understood that to play this week during the Spring Festival, the most fierce price momentum ice washing products, selling a single product, two types of activities package discount of 15% on average; the biggest TV market demand, in addition to new efforts to buy gifts beyond the previous Spring Festival, the large-size flat for more than 46 best-selling single product by at least 20% profit sharing; computers, Lenovo, Asus, Toshiba, Haier and other variety of Notebook prices fell 20% -30%, kitchen areas, the benefits and Pu, Fadi Ou, Wan and other brands also offer discount ranging 6-8.