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家电行业逐步走出低谷 前4月主营业务收入4937亿

2017-06-21 17:54:50   

挖掘以旧换新商机

由于家电消费升级商机巨大,不仅生产企业举措频频,零售企业也重拳出击。

在中国家用电器协会的倡导和支持下,零售巨头国美宣布在全国开展家电以旧换新活动。6月9日至6月18日,国美电器、大中电器、永乐电器等全国1600余家门店同步推出以旧换新、旧家电立抵550元等活动,同时联合知名家电品牌推出知名品牌日,用优质服务和精选产品,助力消费升级,引领品质生活。

“国美电器开展家电以旧换新活动,对于服务消费者非常有意义,也给全国家电企业带了好头。”中国家用电器协会副理事长徐东生表示,前些年出台的政策利好拉动了家电销售高速增长,也沉淀了大量的换新需求。随着消费升级、产品迭代,以旧换新的市场空间正在打开。

以2008年为节点,在应对国际金融危机冲击的背景下,我国出台了家电下乡、家电以旧换新、节能惠民等政策,有力拉动了以普及性产品为主的家电消费。截至2011年10月份,全国仅家电下乡产品累计销售2亿台。随着时间的推移,这些家电产品变得老旧,在很多消费者家中成了“食之无味,弃之可惜的鸡肋”。

据徐东生介绍,当前,家电厂商紧抓消费升级机遇,大力推进转型升级和技术创新,家电高端化、智能化、时尚化、健康化趋势明显,新产品在功能、品质、外观和消费体验等各方面均较七八年前的产品有了大幅度提高。但是,面对心仪的产品,不少消费者苦于家中原有家电难以妥善便捷地处置,往往选择凑合着用,放弃了更新消费的机会。

一项调查显示,家用电器正进入更新换代的高峰期,我国家庭每年囤积和闲置2000万台以上的旧电视、电脑、冰箱等电器,电器垃圾的处理已迫在眉睫。有业内人士表示,废旧家电若处理不当会带来严重污染问题。着眼于绿色发展,一台家电的生命周期,还应当包括环保、科学地回收、拆解、分选,直至作为生产原料回收再利用。

为促进消费升级,经过家电协会和国美电器的沟通交流,国美电器决定借618消费旺季,开展全国性的以旧换新优惠活动。

“当下家电市场的痛点,并不仅仅在于低价需求,合理帮助消费者实现轻松换新家,才是具有长远眼光的零售企业价值所在。”国美电器总裁王俊洲表示,零售企业是引领和推动消费升级的重要一环,在中国家用电器协会的倡导和建议下,国美提供专业化、规范化的以旧换新服务,并与正规的家电拆解企业达成合作,实现废旧家电的环保处理。同时,推出以旧换新+套购自由组合等活动,提供一站式购物服务体验,帮助消费者轻松提升生活品质。

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