CCID Consulting (HK: 08235):
In 2012, the home appliances market entered a consolidation period. The
timely-issued energy-saving and emission reduction-oriented policies led
the home appliances market to accelerate its pace of transformation and
upgrade. In addition, the upgrade of consumer goods, accelerated
urbanization and strong demand altogether brought the home appliances
market into a new development stage.
I. Market Size and Forecasts
1. White Goods
Statistics of CCID Consulting show that the sales volume of white goods
reached 72.8 million in the first half of 2012 in China, consisting of
16.43 million washing machines, 27.41 million refrigerators and 28.96
million air conditioners. CCID Consulting believes that the sales volume
of white goods in China will keep growing at a slower speed in the next
3 years. Furthermore, China's position as the world’s manufacturing
center will be further strengthened.
In addition, the replacement policies such as "Old-for-New", "Home
Appliances to the Countryside" and" Energy Subsidies" played a positive
role in optimizing the product structure of China’s white goods market.
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Table 1 China's White Goods Market Size in 2012
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Unit (10,000 Sets)
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Washing Machine
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Refrigerator
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Air Conditioner
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Total
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January-June, 2012
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1,643
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2,741
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2,896
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7,280
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July-December, 2012 (E)
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1,675
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2,850
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2,275
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6,800
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Source: CCID Consulting, August 2012
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2. Flat Panel TV
The growth rate of China's flat panel TV market dropped this year.
According to the statistics of CCID Consulting, in the first half of
2012, the sales volume of China's flat panel TV was 16.87 million, down
14.7% year on year. It is predicted that the sales volume will rebound
in the second half of 2012.
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Table 2 China's Flat Panel TV Market Size in 2012
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Unit (10,000 Sets)
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LCD TV
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PDP TV
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Total of Flat Panel TVs
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January to June of 2012
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1,591
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96
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1,687
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July to December 2012 (E)
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2,220
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185
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2,405
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Source: CCID Consulting, August 2012
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II. Brand Structure
1. White Goods
In terms of brand structure of China's air conditioner market, Gree,
Midea and Haier together take a market share of over 60%. It is
undeniable that the sales volume of each brand has dropped compared with
the same period last year; however, the rigid demand still exists across
the air conditioner market.
Figure 1 Brand Structure of China's Air Conditioner Market in Terms
of Sales Volume in H1 2012
http://event.ccidconsulting.com/en/images/en-0919-3.jpg
Source: CCID Consulting, August 2012
Similar to the air conditioner market, as the "Old-for-New" policy
expired, as some pilot provinces quit the "Home Appliances to the
Countryside" program, and as the real estate regulation affects the
related consumer markets, the domestic air conditioner market saw a weak
growth. However, with the implementation of the state subsidies to for
energy-saving home appliances, the air conditioner market is expected to
regain growth momentum in the second half of the year. In terms of brand
structure of China's refrigerator market, Haier holds an absolutely
dominating position with a share of over 30%.
Figure 2 Brand Structure of China's Refrigerator Market in Terms of
Sales Volume in H1 2012
http://event.ccidconsulting.com/en/images/en-0919-4.jpg
Source: CCID Consulting, August 2012
During the first six months of 2012, China's washing machine market as a
whole still kept growing but at a significantly slower speed. Top
players are Haier, Little Swan and Panasonic.
Figure 3 Brand Structure of China's Washing Machine Market in Terms
of Sales Volume in H1 2012
http://event.ccidconsulting.com/en/images/en-0919-5.jpg
Source: CCID Consulting, August 2012
2. Flat Panel TV
(1) LCD TV
In the first half of 2012, China’s LCD TV market was dominated by the
domestic brands. This was attributable to their accurate understanding
of the national policies and precise market positioning. In addition,
the domestic brands had absolute advantage over foreign brands at
discovering and developing markets in China’s third- and fourth-tier
cities.
Figure 4 Brand Structure of China's LCD TV Market in Terms of Sales
Volume in H1 2012
http://event.ccidconsulting.com/en/images/en-0919-6.jpg
Source: CCID Consulting, August 2012
(2) PDP TV
In the first half of 2012, the domestic brand Changhong enlarged its
market share in China's PDP TV market and was the top vendor.
Figure 5 Brand Structure of China's PDP TV Market in Terms of Sales
Volume in H1 2012
http://event.ccidconsulting.com/en/images/en-0919-7.jpg
Source: CCID Consulting, August 2012
About CCID Consulting Co., Ltd.
CCID Consulting Co., Ltd., the first Chinese consulting firm listed in
the Growth Enterprise Market (GEM) of the Stock Exchange of Hong Kong
(HKSE: 08235) and the first consulting firm which gets ISO 9001
international and national quality management system standard
certification, is directly affiliated to China Center for Information
Industry Development (hereinafter known as CCID Group). Headquartered in
Beijing, CCID Consulting has so far set up branch offices in Shanghai,
Guangzhou, Shenzhen, Xi’an, Wuhan and Nanjing with over 300 professional
consultants. The company’s business scope has covered over 200 large and
medium-sized cities in China. CCID Consulting provides customers with
public policy establishment, industry competitiveness upgrade,
development strategy and planning, marketing strategy and research, HR
management, IT programming and management services, investment and
financing, and M&A. The company's customers range from government
departments at all levels and diversified industrial parks, to
industrial users in strategic emerging industries in new generation
information technology, energy saving and environmental protection,
biological science and technology, high-end equipment manufacturing, new
materials, and new energy. CCID Consulting commits itself to become the
No. 1 advisor for urban economy, the No.1 consultancy for enterprise
management, and the No. 1 branch for informatization consulting in China.
