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Matsushita Electric Questions

Prices of domestic manufacturers, foreign brands remain indifferent to the refrigerator – Fridge – HC Network Appliance Industry

This entry

Home Appliances

Market

 

Recently, Siemens disclosed, starting from January 2005, Siemens home appliances across the board price increase of 3% to 5%, Siemens refrigerators rose 54 yuan on average, ranging from ~ 250; after Matsushita Electric also said Panasonic refrigerator prices in 2005 will be raised. And foreign brands almost like a high-profile show different prices, most of the domestic refrigerator giant said prices no clear plan, Kelon and so is that the pressure of raw material prices has little effect on the business, Kelon brand products are not prices ,

Haier also revealed that there is no intention of rising prices, second and third-line brand more dare not say prices.

The first to complain of foreign manufacturers

Since the second half of last year, the domestic refrigerator market, needed for the production of raw materials, such as steel, copper, aluminum, plastic and other prices are rising, particularly in the high steel prices index hovered a long time, so that appliance manufacturers have been subject to severe The cost of the test, to a certain extent, forced to play the price card used to re-examine their own brand home appliances, plans to price increases on the agenda.

With the appliance industry is so similar to the usual routine, this time the first to complain is still the foreign brand, Matsushita Electric Industrial Co. (in China) Co., Ltd. Zhe Yuan, President Wood said that the face of rising raw material prices, if Matsushita refrigerator the price of maintaining the original price, may continue the cause of the refrigerator had become difficult. Now not only steel prices, refrigerator insulation material prices are rising, prices will be difficult to deal with the refrigerator no longer raw materials prices.

General Sales Manager of Siemens home appliances in China Wu Division also clear that, from January 2005, Siemens home appliances across the board price increase of 3% to 5%, while prices of refrigerators will be the main target.

Indifferent to domestic manufacturers

Although the market is in a “rise in the price,” but the domestic first-line refrigerator brand Haier, Kelon, Midea, the new price increase seems to fly so nothing, into the Gome and Suning, head of the Exchange and is still a “jump property “;” If conditions permit, will not rule out the possibility of price adjustments, “which is the most common fridge giants catch-phrase of 2004, but the reality that this is only the expression of diplomatic , Kelon is clear that the enterprises themselves can digest the original

Material price increases of pressure, hold the same view with Kelon not unusual domestic manufacturers.

Gome Li Zhong and planning department pointed out that the basis of household appliances has been rising raw material prices, but because between manufacturers, competition among businesses is very intense, very difficult to up the retail price of household appliances were up, some companies The reason why prices should let the wind is to allow consumers to form a mental contrast: What are the prices, household appliances, said to be up to up, the result not only failed to rise, but fall down.

The current overall cost of the refrigerator industry, rising gradually increasing the pressure up and down the industrial chain, there are indications that the market structure will face the next refrigerator series of changes, while prices will likely trigger a new round of changes.

According to statistics, China’s refrigerator industry’s annual production capacity of up to 25 million units, while the domestic market but in less than 10 million units of capacity, with exports of 550 million units, still high as 10 million units of capacity can not digest market pressure is evident. Industry analysts believe that rising raw materials, household appliances retail price drop is what is not up because of anti-competitive. Appliance Manager is a bluntly: “China’s home appliance market has its own particularity, it not only care about the upsurge in the market you how much money, but also care about the market downturn you got to endure long, people die and you left, then you’re successful. ”

‘s Comments

May not be able to implement reasonable

Cost pressure is evident that prices of honey is full of temptation, it seems inevitable price increases, many manufacturers will shun no hurry, so-called Declaration prices are often a mere formality. Inertia in the appliance industry as an era of lower prices, many people prefer to trade here with the prices of the refrigerator industry uncertain sound as a marketing tool.

The second half of last year, steel and other raw material prices continued to rise since then, price increases have occurred when the sound on. But Haier, Greencool, Midea, TCL, a new flight (Hong Leong), Hisense and other giants of mutual restraint, dare not say that prices, while the foreign brand market share because of their small, strong product limitations, and Xing can not afford to wave, and therefore can only form “only heard not seen prices rise in the price,” the strange phenomenon, say, China or the United States who would be acceptable to a problem.

Not necessarily reasonable legal and reasonable are not necessarily feasible, Siemens, Panasonic and other high-end foreign brands most entrenched markets, the level of consumer price sensitivity is relatively low, addition, foreign Interpretation of the brand on the Chinese market is relatively weak and ability to cope. Prices, foreign brands more reason, because they are more helpless.

Some experts point out that mainstream products as home appliances market, competition, pricing more transparent, so as to resolve the cost pressure on manufacturers, through the development of new products to achieve a disguised price increase is relatively easier to be accepted.

Gingerly, about the outcome, is nowadays the best refrigerator enterprises to increase the price of reflection, and more companies are taking a cautious wait and see attitude, while secretly accumulate strength, can be into retreat. The so-called price alliance has been repeatedly proved to be untenable. Collective unrealistic prices, a few price cuts are not acceptable, stable pattern in the market, rising material costs normally the case in 2005, profit margins will drop the refrigerator, but the refrigerator price rise may be the collective

Is small.
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