Welcome to the "price tide" again?

According to industry insiders, raw materials currently account for almost 70% of the cost of most home appliances, or even higher, and now the raw materials commonly used in home appliances such as copper, steel, rare earth and plastic materials are rising.
Therefore, the price increase of home appliances seems to be "helpless".
move"
.
It is worth mentioning that the price of polymer MDI, an important material for refrigerators and freezers, has risen at a relatively high rate, and its quotation has exceeded 10,000 yuan per ton to 20,000 yuan
.

At the same time, China's household appliance giant TCL issued a document stating that due to the impact of the black swan incident, starting from July 2020, materials such as refrigerators and washing machines have risen by more than 35%, of which galvanized sheets and electrolytic copper have risen by 20%.
It has increased by 40%, while the black and white materials for refrigerator foaming have increased by 60%
.

In addition to the rise in raw materials, manpower and shipping costs are actually one of the reasons for the rise in the price of home appliances
.
Relevant persons said that due to the approaching Chinese New Year and the shortage of human resources, the price of factory labor has risen
.
Moreover, it is now in the cold winter season, and the domestic rain and snow weather is more frequent, which also causes the transportation cost to rise
.

Moreover, in foreign countries, due to the influence of the "black swan" event, the import side of raw material products has been greatly challenged, and the import transportation costs are also "rising all boats"
.
Therefore, on the whole, it is not surprising that the prices of products in the household appliance industry have risen collectively
.

Rising costs and the market downturn are intertwined, making home appliance companies feel "worse"
.
Since 2019, the price war in the home appliance industry has become increasingly fierce
.
The sudden new crown pneumonia epidemic in 2020 has caused the home appliance market to fall into freezing point
.
According to data from the Ministry of Industry and Information Technology, from January to November 2020, the operating income of the national household appliance industry was 1,303.
12 billion yuan, a year-on-year decrease of 2.
9%; the total profit was 103.
53 billion yuan, a year-on-year decrease of 4.
3%
.

Manufacturing costs are rising, and the survival of the fittest is intensifying

"The rise in raw material costs has eased the price war for home appliances to a certain extent
.
" Zhao Meimei, general manager of the White Household Appliances Division of Aowei Cloud, said that the price war for air conditioners was very fierce in the early stage, but the prices of air conditioner products have rebounded steadily recently
.
Just taking the online promotion as an example, in 2019, the average online price of "Double 12" air conditioners was 2,399 yuan, a year-on-year decrease of 25.
9%
.
The price trend of household appliances such as refrigerators and washing machines is also similar
.

It is understood that in order to shift from a price war to a value war, home appliance manufacturers have intensified their efforts to adjust their product structure, paying more attention to developing high-end products and launching new products, so as to win business opportunities with innovative supply
.
For example, in order to effectively meet market demand, air-conditioning companies have played health cards one after another
.
Among them, Haier has launched new products such as 56°C high-temperature sterilization self-cleaning air conditioners and sterilization cabin air conditioners, which have maintained a high product premium in the market
.

"Faced with the pressure of rising costs, we mainly improve the added value of our products to better meet the needs of consumers
.
" The relevant person in charge of Hisense Air Conditioning said that the newly launched fresh air air conditioners can meet consumers' demand for fresh air, health, comfort and other aspects.
demand, and form a replacement for redundant small electrical appliances
.

Regarding the overall trend of home appliance market prices, experts believe that the home appliance industry, as an industry with overcapacity, has fierce market competition.
Therefore, in the case of rising raw material prices, the prices of home appliance products will be adjusted, but will not rise significantly
.

In addition, experts said that in 2021, the pace of high-quality development of the home appliance industry will accelerate, the survival of the fittest in the market will intensify, and leading companies and companies with strong innovation and distinctive features are more likely to become winners
.