High-end consumer appliances are hot trend of high-end light

When analyzing the development trend of high-end home appliances in China, relevant personages from the China Household Electrical Appliances Association pointed out: “The sophisticated materials, high-quality components, superior technology, and unique design are the common characteristics of high-end home appliances.” In this session of the China Household Appliances Expo, “smart, energy-saving The high-end household electrical appliances characterized by environmental protection, lightness and thinness have indeed become one of the highlights and have been favored by visitors. A frequency-conversion, energy-saving and intelligent high-end “healthy air-conditioning” booth has attracted many spectators to stop and watch. This air-conditioner has high value-added functions such as addition of formaldehyde, PM2.5, full purification, antibacterial, air purification, and so on.

According to insiders, high-end home appliances are becoming a hot spot in the home appliance market and will promote the development of the entire home appliance industry. For example, from January to October 2012, the market share of inverter air conditioner sales exceeded 50%, and the drum washing machine market accounted for 33.6%. The "2012-2013 China High-end Consumer Appliances Survey" shows that in recent years, consumers' price sensitivity to high-end home appliances has dropped, and the expected price of high-end home appliances has increased. In 2010, 23.3% of consumers thought that high-end home appliances should be “highly priced”; in 2012, this number rose to 38.5%. Taking the range hood as an example, comparing the survey data for 2011 and 2012, among the consumer's expected prices, the price of high-end range hoods is considered to be 5001 yuan/set to 8000 yuan/piece, and the proportion of reasonable people increases from 22.5%. To 28.2%, the share of accepting pricing of 8001 yuan/unit to 10,000 yuan/station rose from 2.9% to 4.3%.

Some of the high-end air-conditioning panels at the show are mostly made of cold rolled sheet metal. According to air-conditioning manufacturers, the raw materials used to manufacture air conditioners are steel, copper, and plastics, and the spare parts are mainly motor and electrical appliances. Due to the increasing popularity of home appliance frequency conversion technology and the increasing demand for high energy efficiency products in the market, in recent years, the demand for high-grade cold-rolled electrical steel from home appliance companies has also been increasing, and the high requirements for household appliances in the area of ​​compressors have also increased. The need for pickling plates and electrical steel. In addition, in order to reduce the cost, the demand for wide boards from home appliance companies is also rising.

New energy home appliances also caused great consumer interest. Before a company booth, the company's regional manager introduced that its company mainly produces R&D solar water heaters, solar gas water heaters, EIW (multi-energy interconnected hot water technology) intelligent control systems, and multi-energy connected water heater systems. The company is citing six of the world's top technology water heater production lines, all of which can achieve 1.5 million sets of multi-energy water heater (controller) production capacity, the annual output value can reach 1.6 billion. According to the manager of the region, the heating system of the storage-type electric water heater adopts an “L”-shaped structure design. It has an ultra-long stainless steel heating tube and uses a high-insulation, high-thermal-conductivity powder-insulating crystal as a filler material, and the surface has been passivated for corrosion protection. The treatment can prevent rust formation and make the water heater more efficient and longer. In order to purify the inner water quality and effectively protect the inner tank from being eroded, the water heater also uses a stainless steel core, which not only prevents breakage and is easy to replace, but also softens water quality, smooth drainage, and effectively protects the inner tank. At present, the steel they use is supplied by domestic steel mills and imported.

At the China High-end Home Appliances Development Forum held at the same time as this expo, many home appliance industry people believe that with the upgrading of home appliance product structure and the improvement of performance and function, the requirements for raw material performance have also been raised, and the demand for steel plate is being reduced. Plates, pre-coating direction. With the development of large-capacity refrigerators and washing machines, higher requirements have been placed on the mechanical properties, surface quality, flatness, etc. of bulk electrical appliances such as side panels; the demand for environmental protection and energy conservation of air conditioners has increased, and the demand for electrical appliances has increased. The evolution of high-end technology and the development of flat-panel TVs to light and thin have increased the demand for high-grade electrical steel and thinned steel. Taking refrigerator production as an example, the specifications of its required thick plates ranged from 0.45mm to 0.35mm, and then to 0.3mm, which is now commonly used, and the thickness is continuously reduced; the specifications of cold-rolled plates used are also from 0.6mm to 0.5. Mm becomes the mainstream 0.45mm now. In addition, the consumption of galvanized sheet, color-coated sheet, high-strength stainless steel sheet, galvanized sheet, high-grade silicon steel, high-strength sheet, etc. in household electrical appliances increased, and the amount of deep-drawn cold-rolled sheets or galvanized sheets decreased significantly.

The solid supply-demand relationship is being established in recent years. Due to the influence of many factors on the price of steel products, the volatility is relatively frequent, which makes the cost control of home appliance companies face challenges. More and more home appliance companies choose to form a more stable supply with steel mills. relationship. According to an exhibitor from an air-conditioning manufacturing company, the company has established a stable strategic alliance relationship with large companies and negotiated directly with the raw material manufacturers, eliminating intermediate links, achieving both the purpose of ensuring the supply of raw materials and achieving low Cost procurement. In terms of accessories, the company’s source channels now include three aspects: home-made, market procurement, and outsourcing processing. Among them, the self-produced portion accounted for 50%, the market procurement portion accounted for 30%, and the external processing portion accounted for 20%.

The person in charge of an exhibitor of air-conditioning compressor manufacturing companies introduced that the main raw materials they purchase are copper, hot-rolled plates, electromagnetic steel plates and aluminum. Among them, the proportion of copper is 22%, the proportion of electromagnetic steel sheet is 18%, the proportion of hot-rolled steel sheet is 7%, and the proportion of aluminum is 1%. Among the required raw materials, there is sufficient supply of magnetic steel plates in the market. The major foreign suppliers are Nippon Steel Corporation and Japan Steel Engineering Corporation (JFE). The major domestic steel mills are Baosteel, Angang, and Wugang. According to reports, the company directly purchases from suppliers according to production needs, and then processes raw materials through processing plants. When selecting the supplier, the purchasing department will generally evaluate the supplier's financial, technical, production capacity, and quality assurance, and screen the supplier according to the evaluation results. Due to the longer cooperation between the company and selected suppliers, the cooperation relationship is also relatively stable. The company stated that in order to ensure the material quality of high-end home appliances, they are committed to nurturing stable suppliers and providing them with guidance on technology, quality management and cost reduction in order to seek long-term cooperation with suppliers and achieve mutual benefits and win-win results. In respect of purchase price control, the company stated that the procurement of electromagnetic steel plates and hot-rolled steel plates is generally based on the price announced by the steel mills, and centralized procurement is used to negotiate with suppliers.