Beijing: The Effectiveness Of The Countryside The Peasants Attained A Desire To Upgrade The High
To understand Beijing "
Bringing home appliances
"The implementation and the problems for the relevant departments to further improve policies, provide the basis for improvements, the National Bureau of Investigation Corps in Beijing from April to May this year, in Beijing Mentougou, Tongzhou, Shunyi, Changping, Huairou, Miyun County carried out on 480 households, "household appliances to the countryside," Implementation of the investigation. Survey results: the effectiveness of home appliances to the countryside policies previews, home appliances and the countryside of rural residents more satisfied with supporting policies, trends in rural consumption to upgrade gradually.
After Beijing, bringing home appliances
work on January 23-31, after test marketing, on February 1st round starts at the end of May,
TV
, Refrigerators, washing machines, mobile phones, computers, air conditioners, water heaters seven categories of subsidies in products continue to inject the rural market.
According to surveys, more than 7 classes to the countryside on the purchase of the farmers to purchase household appliances situation has several characteristics:
?? Purchase two rural areas accounted for 9.4% of household appliances. Appliances required by these Rules to rural areas, rural areas farmers to purchase household appliances, the purchase of 2 units (cases). Survey the countryside to buy two household appliances account for 9.4% of the respondents, and the remaining 90.6% of the respondents have purchased a household appliance. It is understood that households purchase of two small home appliances the main reason is that the majority of farmers who wait and see attitude. First, look to the countryside home appliances and the option of increasing varieties after the purchase of the expansion; Second, wait and see and look forward to further improve the rate of subsidy payments and then buy.
?? To buy refrigerators, washing machines, TV's farmers more, the proportion among the top three. Survey, the countryside home appliances refrigerators, washing machines and television sets than welcomed by the farmers. Among them, fridge (with freezer) most farmers preferred to buy the farmers accounted for more than half, to 52.8%; to buy washing machines, TV's farmers were 23.3% and 21.7%. Another comparison with color TV and other traditional home appliances, lower proportion of farmers to buy mobile phones, accounting for only 6.7%; the same time, to buy computers, air conditioners, water heaters, farmers were 1.7%, 1.7% and 1.1%. According to statistics, as of the end of 2008, Beijing 3000 every hundred rural families own 137 color TV sets,
Refrigerator
104, and washing machines 101 units. Color TV, refrigerator, washing machine appliances in rural areas these traditions have been popular activities in the home appliances to the countryside, farmers of these rural areas to buy home appliances enthusiasm still shows the growth trend, mainly because of marriage or purchase replacement appliances.
?? Enjoyment and developmental trends in home appliance needs to upgrade gradually. Over the years, most of the concept of consumption of rural residents still remain in the traditional on-demand purchase stage, urban households in the common air-conditioning, water heater, mobile phones, computers and appliances enjoyment and development type of relatively weak purchasing power of rural residents, certain extent, it is a luxury. But the survey data show that 11.2% of the respondents had purchased the 4 household products, home appliances to the countryside that subsidies to some extent compensate the farmers purchasing power, increased spending power of farmers, the traditional content with their basic consumption level, by need the concept of consumption has gradually changed, the basic consumption needs and to enjoy the developmental trends in consumer demand to upgrade gradually.
In addition, through the countryside to buy appliances for the future needs of farmers intentions survey results show that four characteristics:
??
LCD TV
Is the most households expected to purchase intentions. Survey results show that, in addition to the current release of the seven categories to the countryside home appliances [color TV, refrigerators (including freezers), washing machines, mobile phones, computers, air conditioners, water heaters] other than the surveyed households is the strongest intention to buy LCD TVs, accounting for the highest proportion, 38.0%; followed by electric vehicles,
Digital
Cameras, the demand proportion was 22.8% and 11.4%. About to enter the rural market
Microwave ovens
, Induction cooker and popular with two types of household appliances to rural areas, the proportion of demand are 8.9%. Another 5.1%, 1.3% and 3.6% of households interviewed were chosen
Soymilk
, DVD players and others.
?? LCD TV, microwave ovens among the high-income households to purchase intention is expected to top two. Will be visiting households by income level into high, medium and low three groups, analysis of their purchase intent showed that high-income families on the highest expected demand for LCD TVs, accounting for 54.5%; followed by microwave ovens, accounting for 18.2%; followed is the induction cooker, digital cameras and electric vehicles, account for 9.1% (see chart). Showed that consumption of high-income households is expected to high, has further enhanced the quality of life with the spending power, strong will upgrade appliances.
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