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1、Appliances to the countryside embarrassing walk in the no return on?With the end of 2008, triggered by the U.S. subprime mortgage global financial crisis, Chinas economy has been seriously affected, in the new situation, our government rapid response, and actively introduced a variety of relevant po
2、licies to deal with this one appliance from a policy is The appliances to the countryside, government financial subsidies, 13%. The policy introduced by the Governments intention is very obvious, I believe that is mainly based on the following purposes: First, pull the rural consumer. Expansion of r
3、ural demand is the focus of expanding domestic demand to a potentially enormous consumer demand in rural areas into real purchasing power, then can Chinas productivity has increasingly become a powerful to provide strong support for the national economy and provide a lasting pulling power. Second, i
4、t helps promote the development of the industry. Due to the international market impact of exports, development of the industry have more difficulty. Promote appliances to the countryside, can contribute to household appliance manufacturing, distribution and demand for organic farmers docking will h
5、elp absorb excess capacity appliances and encourage enterprises to adjust the product structure, promoting the healthy development of the industry. Thirdly, it is conducive to improving peoples livelihood. Promotion of home appliances to the countryside, allowing farmers to spend more cost-effective
6、, services to protect brand-name, brand home appliances as soon as possible to enjoy the economic and social development outcomes. 4 is conducive to the implementation of energy-saving emission reduction. According to the central building of a resource-saving and environment-friendly society, enhanc
7、e the capacity of sustainable development requirements, standards for home appliances to the countryside in the product with special emphasis on energy conservation, so that energy-saving appliances to the countryside home appliance products become the leader in emissions reduction and demonstration
8、. 5, it helps to improve the rural production and distribution service system. Home appliances to the countryside to promote the policy is not just to some financial support for a fill is over. But through the use of financial leverage of funds, guiding more companies concerned about the rural marke
9、t, constantly set up and improve rural production, distribution and after-sales service network From EMKT network, changing long-established with a single supply structure facing very different conditions of the urban-rural dual structure, to achieve coordinated and sustainable development. For the
10、home appliances to the countryside policy promulgated and implemented, I think both for the adoption of new policies departments, SMEs, appliance industry, consumers and other stakeholders in terms of bringing the parties have given varying degrees of impact, but the parties home appliances to the c
11、ountryside is indeed mixed. Since the household appliances to the countryside policy has been introduced, this was not an easy road to go, but some of the relevant departments so that seems a little embarrassed. In fact, appliances to the countryside promulgation and implementation of the relevant s
12、ector is also a time to cross the river by feeling, not previously tried, so after the implementation of the policy some of the problems shown by the lack of real-time programs to be resolved, a hasty response to, or helpless, so that relevant departments of the State introduced the purpose of this
13、policy can not be effectively achieved, but even cause some negative effects. 1, home appliances to the countryside embarrassing walking down the road 1. Is not an effective mobilization of rural consumption Appliances to the countryside is one of the purposes is to price high above home appliances
14、stepped down, into thousands of households in rural areas in order to go to the countryside to subsidize the way people carry out home appliances to stimulate consumption, and to mobilize the enthusiasm of ordinary peoples consumption, the not ready to be used to get the money to buy household elect
15、rical appliances over the purchasing power of cash into reality in order to achieve expansion of domestic demand. But, in fact, even if the home appliances to the countryside policy can not effectively mobilize the peasants friends of consumer enthusiasm. Why is this? I think this is because the rel
16、evant departments in the policy-making is not doing a good job market in rural areas before the preliminary investigation led to the policy after the introduction of consumer spending will contribute to the sensitivity of this policy is not strong, in fact, I think the reason this happens is As the
17、rural market, the most fundamental issues remain unresolved. Simple example, can have the following reasons: rural residents relative purchasing power has not changed much, and policies promulgated comes at a time when the relative reduction of income (not go out to work or early return, crop reduce
18、d demand, prices drop, etc.); Consumer consumer behavior because this policy is not going to change for many years the introduction of the consumption structure inherited from (the economic income and education, primarily deposits, two blocks expenditures); residents of rural areas expressed concern
19、 about the quality of products, and even many farmers think that In fact, the countryside is the enterprise to take this policy to junk stuff or defective goods such as delivery to the rural market, this trash (a lot of irresponsible enterprise is really so dry, there have been flaws in the media si
20、milar to the message); Financial subsidies flow is too complicated, confused business (distributors) Consumers exhaustion (distributors and consumers run Dongpao Xi, asked Grandpa and Grandma asked I do not know how many Jin Cai Fei can this process go down), subsidies not timely, and some of the lo
21、cal financial sector, the irresponsible (I had contact with a local financial sector countryside apply for a half closed, went after the relevant personnel and Grandpa Side, a high-profile); of certain products (like refrigerators) to the countryside is not very meaningful understanding of rural lif
22、e will know that the majority of farmers across the country in terms of refrigerators have little practical meaning; subsidies for certain products go to the countryside after the price is also higher than the net purchase price. . . . . To sum up, I believe that the relevant departments or related
23、industries, enterprises If you want to develop the rural market, we must first consider and address one of the two major issues of the income of rural residents, but the consumption behavior of rural residents tend to the guidance and nurturing, and then are others. 2. Not effectively promote develo
24、pment of the industry has become the giants of the carnival In the appliance industry, enterprises, all products in all provinces (regions) of the winning is not the case, many products many companies are basically a regional bid, and the successful business is essentially within the domestic applia
25、nce industrys leading brand of more enterprise. To tell the truth, large-scale enterprises, brand enterprises according to national requirements for bidders to bid down nothing wrong, the key is that the results of the tender is the Governments macro-control too serious courage to the market economi
26、c system of free competition and industrial development of the law can not be effectively the promotion of industry maturity, integration and development. We can simply analysis: 1) compared to small and medium enterprises in terms of the already deep pockets of large enterprises, all aspects of wel
27、l-resourced, to a certain extent, anti-winter ability. In this case, the relevant departments and then introduced the policy, apparently would not be fair for SMEs on the one hand the brand enterprises (successful business) positioning of the market itself is not in the rural market, the policy lite
28、rally be dragged into the God Tan , into the rural market, a serious run on the market positioning of the townships, rural and other secondary markets some of the non-successful enterprises, so that in itself is if its non-successful business situation more difficult. In appliances to the countrysid
29、e policy under the protection of, as a successful business - the so-called wealthy, in the umbrella and under the protection of not only the sales channels within the channel in the short term, said that, to make it touch the rural market. With the policy, the real implementation of the rural market
30、 short-term performance is pretty good, according to Commerce Department figures, the first three quarters of this year, home appliances to the countryside products were sold 20.82 million units, amounting to 38.8 billion yuan, not only in a certain extent, the mobilization of of the rural market, s
31、uccessful business has been a lot of money profits, raised the winter food, the relevant departments have also been entitled to tax, the whole countryside seems to have become household appliances household appliances giants of the carnival. And the relative non-successful enterprise? Do not speak f
32、or themselves! 2) some of the products of some enterprises (successful enterprise winning products) to subsidize the policy itself is wrong with people their own benefits difficult to achieve. Brand of product quality could be better, but the winning brand, products, premium larger, a lot of subsidi
33、es is also higher than that after the no successful business above a large portion, plus some enterprises through winning the umbrella right to the countryside products product quality demotion and other bad behavior (rural countryside exposure of many products due to quality problems), together wit
34、h relevant departments of the winning bid after the latter part of business management, tracking and control lax, resulting in Many accidents happen. 3) The company won the bid successful product to the countryside to subsidize change of a way to stimulate consumption or better. The relevant departm
35、ents to stimulate rural residents not to appliances to the countryside way of introduction, but to not specify a brand, do not specify the product (but it must be quality standards of the products) paid for farmers government-subsidized coupons (with a certain degree of consumption period) way to st
36、imulate consumption, so that the government not only failed to intervene in the market competition mechanism and industrial growth of the law of the enterprise sector to achieve the natural survival of the fittest, but the average benefit gained, the government was the people, and can to some extent
37、 stimulate rural peoples consumption. 3. Subsidy funds can not be on-demand on time distribution of I understand according to the relevant departments, household appliances subsidies to the countryside in the regional average, the allocation of funds, it is very unreasonable. Is not the case in each
38、 region, according to the same allocation of subsidy funds to carry out, for the countryside product sales sluggish market can also be able to timely payment of subsidy payments will be in place, but for sales of capital subsidies is greater than the regional allocation of the relevant departments i
39、n terms of subsidies will cause trouble, not on time subsidies in place, the people are engaged in left-right and so on hope, the actual implementation of this policy expresses doubts about a serious blow to consumer consumption of products of the countryside enthusiasm. 2, home appliances to the co
40、untryside has embarked on a no return Appliances to the countryside has almost been a year to go the distance, in the entire consumer electronics market is concerned, honeymoon period basically has been in the past, according to the relevant departments to statistics, the third quarter of 2009, sale
41、s volume has appeared in the countryside sharp fall. To this end, the relevant departments continue to put right appliances to the countryside for supporting the work in order to appliances to the countryside will continue to be maintained. 1. Frequent introduction of new stimulus policy to save the
42、 According to the relevant sectoral statistics, in September 2009 total sales month in the national home appliances to the countryside for the 6.178 billion yuan, the total sales of 3.16 million units, compared with August were down 18.66% and 16.58%, compared with September sales decline in July is
43、 30%. Refrigerator sales of which more than 120 million units, accounting for more than 38%, followed by the color TV sales of 77 million units, accounting for 22%. The other followed by washing machines, air conditioners, computers, water heaters and so on. In the first three quarters of product sa
44、les while the countryside has already reached 33.8 billion yuan, but the pull from the state goal of 150 billion yuan in rural consumption, the gap is more than a little bit. So it? Subsidies for the relevant departments in the countryside and to simplify the pilot (according to the relevant reports
45、 two days Daozhang, not yet implemented), and began a new policy is introduced to remedy and continue to stimulate consumption. 1) Trade-in. July 2009 introduction of the relevant departments home appliance trade-in ways of implementation, and conduct pilot projects in some cities. Policy that has b
46、een enjoying appliances to the countryside subsidy policies should not repeat the enjoyment of a new home appliance trade-in allowance, on the surface trade-in policy and appliances to the countryside is parallel to or are complementary, but the due to the Trade-in amount of subsidies is not a tempt
47、ation to add processes and appliances to the countryside, like trouble, many manufacturers began several years ago every year to do such promotions in their own activities (enterprise itself engaged in trade-in in itself is the product price cuts in disguise), results are poor, the relevant departme
48、nts have not yet introduced the effectiveness of even small enterprises own trade-in to direct. In fact, many enterprises and businesses in the implementation of appliances to the countryside, when the price is not based on household electrical appliances to the countryside to carry out sales, but lower than the price of home appliances to the countryside to be sold, and then open the invoice price for to carry out consumer subsid