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家电业降价因素不存在 看谁敢开涨价第一枪

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  说清涨价,要先了解上一波为啥降价

  上一次家电价格大幅下降的开端,其标志性事件是格力于2014年9月26日在《济南日报》刊登的“格力敬告”为主题的促销广告。这一事件成为点燃中国家电行业价格地雷的引线,行业降价大幕随即拉开。中怡康推总数据显示,2014年1-9月,空调零售量零售额分别增长5.4%和5.6%,而2015年空调零售量和零售额表现分别为-1.3%和-5.1%。也就是说,在整个行业产品升级的情况下,空调均价硬生生跌了4个点。如果排除产品结构升级的因素,空调单品的价格跌幅在8个点以上。其间,冰箱手机版、彩电等也纷纷加入降价大潮,均出现零售额和零售量倒挂的现象。

  我们需要考虑,价格战为什么因这个事件爆发?它的支撑要素到底有哪些?

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  价格下降因素已不复存在,就看谁开涨价第一枪

  时间走到2016年下半年,我们再分析一下支撑降价的因素是否还在。

  宏观经济没有发生明显改善。家电作为与国家GDP强相关的行业依然没有走出颓势,整个家电的基本面没有变化。但原材料却出现触底反弹之势。由于产品特性,钢铁、煤炭等原材料价格的波动对于家用电器影响极大,尤其是钢材价格今年最高日涨幅达300元/吨,累计涨幅已在200%以上。家电产品制造常用的铜、铝、塑胶等原材料价格也都全线上涨。生产白家电外壳的主要原料ABS塑料,也已持续一个多月暴涨。仅10月以来,每吨就已上涨1700元至1800元。综合这些因素,最终将导致制造成本5%~10%的上涨。

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  ZAIKANBINGXIANGHE手机版XINGYE,BINGXIANGXIANGLAIBEIRENWEISHIZHONGGUOBAIDIANXINGYEZHONGJINGZHENGZUIJILIEDEXINGYE,YINWEICUNZAIZHETAIDUOSHILIXIONGHOUDELAOWANJIA,RUHAIER、HAIXIN、MEIDE、ZHANGHONG、XINFEIDENG,YOUYONGXIANLEYIPIXINGYEXINGUIRUTCL、DIDU、CHUANGWEI、JINGHONG、KANGJIADENG,PINPAITAIDUO,FENETAIJIN,DAOZHICHANGNIANMIMANXIAOYANZHANHUO,JIAGEZAOYIDACHUAN,CHENGBENSHAOYISHANGZHANGZUYICHUOTONGZHENGGEXINGYEDESHENJING。手机版YEYINWEIQUNIANKAISHIDEHAIERHEMEIDEXIDESHUANGXIONGZHENGBAERSHADE“XUEROUHENGFEI”。

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  不敢涨价,本质上是不自信

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  手机行业在中国历来竞争激烈,但我们眼睁睁看着它的焦点从几年前的红米、魅蓝而逐步转变成现在的mate9、小米mix;眼睁睁看着那些卖得贵的“华为们”、“OPPO们”、“vivo们”渐渐崛起;那些成长为国人骄傲的大疆无人机、比亚迪电动车们从来都不是单纯卖低价的品牌……这些品牌敢于定高价、勇于涨价的背后,其实是对自己产品的自信,对品牌的笃定,对研发持续投入的坚持。我们应该给这些引领着中国产品升级、形象升级的品牌掌声。

  ZHONGGUODEJIADIANXINGYE,ZAICISHICIKE、ZAIPINZHISHENGJICHAOTOU,TAIXUYAOZHANGSHENGLE。XINGYELINGXIUYINGGAIKANGQIPINZHIDAQI,JIANFUQIYINLINGXINGYEJIANKANGFAZHANDEFANGXIANGDEZEREN,ZHONGXINCHUFA。HUAWEI、XIAOMI、LIANXIANGDOUKEYIYUEDING,XIANNAXIAQUANQIUSHICHANGZAIJUEYICIXIONG,WOMENWEISHENMEBUNENG?

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2016-12-6 8:43:56     浏览人次: 3021