Processing ** pressure on home appliance production costs will increase - "price war" will be affected

On July 1, the "Administrative Measures on Collection and Use of Waste Electrical and Electronic Product Handling Funds" was formally implemented. Producers of five types of products such as television sets, refrigerators, washing machines, room air conditioners, and microcomputers, and consignees of imported products or their Agents will be retired funds. The producers of electrical and electronic products report their contributions to the funds on a quarterly basis. After 3 months, home appliance manufacturers will obviously feel the cost pressure brought about by the implementation of the Measures.

The promulgation of the "Measures" is considered to be a major measure to crack down on the serious predicament of electronic pollution in China and improve the industrial chain of home appliance recycling and dismantling.

On July 1, the Administrative Measures for the Collection and Use of Waste Electrical and Electronic Products Processing Fund (hereinafter referred to as the “Measures”) was formally implemented, and the producers and importers of five types of products such as TV sets, refrigerators, washing machines, room air conditioners, and microcomputers were imported. The consignee of the product or its agent will be levied with a disused fund, with the standard ranging from RMB 7/tablet to RMB 13/station, while the qualified dismantling enterprise can enjoy a subsidy of RMB 35/station to RMB 85/station. .

“Many manufacturers in the industry have recently studied how to absorb this cost pressure problem.” Liu Weizhi, president of the color TV business division of Skyworth Group, told this reporter yesterday that Skyworth’s mainland TV sales target for this year is 7.6 million units if realized. This goal, Skyworth will be expropriated by the recycling processing fee of nearly 100 million yuan each year.

Wang Jinliang, assistant president and director of public communications at Midea Refrigeration Appliances Group, said that the US-based refrigerators, washing machines, and air conditioners will all be levied as retirement funds. After the "Measures" are implemented, the cost pressure will increase a lot. It is expected that the annual recycling payment will be paid. Nearly 300 million yuan. Haier, Gree, Changhong and other leading companies will also pay more than 100 million yuan.

In the "Measures" issued jointly by the Ministry of Finance and the Ministry of Environmental Protection, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the General Administration of Customs, and the General Administration of Taxation, televisions, air conditioners, refrigerators, washing machines, and microcomputers A total of 5 types of products will be the first batch of products to be recycled and disassembled in accordance with national standards. The fund collection standards are: TV set 13 yuan/set, refrigerator 12 yuan/set, washing machine 7 yuan/set, room air conditioner 7 Yuan/Taiwan, microcomputer 10 yuan/station.

Wang Jinliang believes that the issuance of the "Measures" is the first step in the industry's integration with the international community, and it has positively affected the recycling of disused electrical appliances.

"Price war" will be impacted

However, the clear "producer responsibility system" is certainly a "sham on the face of cost-hungry electric appliance manufacturers in recent years." CICC's report points out that if domestic sales of home appliance enterprises in 2011 (industry (Online caliber) Estimated collection fees. In 2011, the household appliance industry will pay 1.97 billion yuan in processing fees; if counted on computers, the total processing fee will reach 2.6 billion yuan.

Liu Weizhi frankly stated that there are no two ways to absorb cost pressures. One is internal digestion by enterprises and the other is reflected in the selling price of end products. He believes that there is not much room for internal digestion, and the prices of home appliances will tend to be stable. "Specifically, the price cuts of old products will be slower and the price reduction will be smaller, and the pricing of new products will also be listed." Relatively high,” he hopes, by allowing consumers to experience more features of smart TVs, persuading consumers to spend more money on high-end products.

As the "Measures" stipulate that "the producers of electrical and electronic products shall pay and pay funds according to the quarter," production enterprises will declare and pay this fee in the peak sales season of "Jin 9 Silver 10" this year. Several manufacturers have told this reporter that this will be the case this year. The price of household electrical appliances in the National Day has a significant impact, and promotion efforts may be significantly reduced.

Manufacturing company or entering the dismantling industry

Consumers have become accustomed to choosing electrical appliances at prices reduction points such as “May Day” and National Day. The introduction of the “Measures” will have a profound impact on the marketing methods of the Chinese home appliance industry. “It used to be price-driven and will be "Promotion is the leading factor," said the person in charge of an air-conditioning company.

From the trend point of view, the production companies to reduce cost pressures or will enter the dismantling industry, there are currently TCL, Haier and other companies involved in dismantling links, but it is still difficult to form a scale effect in the short term.

Recycle link still lacks policy guidance

The dismantling enterprise is the specific beneficiary of the Measures, and the Measures stipulates that the disposal enterprise should be given a fixed amount of subsidies for the quantity of discarded electric and electronic products that have actually been dismantled. Among them: TV set 85 yuan/set, refrigerator 80 yuan/set, washing machine 35 yuan/set, room air conditioner 35 yuan/set, microcomputer 85 yuan/set.

However, dismantling companies also have many complaints. “We are not concerned about the amount of subsidy, but whether we can actually receive the goods.” An executive who dismantled the company pointed out that he believes that the "approach" has not been resolved. Recycling and dismantling the chain, "The current policy is only for the dismantling link, and the recycling link still lacks policy guidance, and it cannot receive old goods. Subsequent major subsidies are not implemented by us."

The executives of the dismantling company believe that if the subsidy is only used to dismantle the company, there will be no supporting measures in the recycling process. The price-oriented consumers will still hand over the old electric appliances to the street to “buy the baht,” and the recycling and dismantling industry chain will still face Great challenge.