According to the Ministry of Industry and Information Technology, in October 2011, the retail sales of household appliances of the 100 key large-scale retail enterprises nationwide increased by 11.8% year-on-year, which was basically the same as that of the same period of last year. The industry believes that the sale of home appliances is affected by the real estate. Since the middle of the year, the industry has been fully expected to slow down the sales of home appliances. However, with the protection of houses entering the sale period next year, the demand for home appliances will increase.
From the perspective of sales, the growth rate of retail sales of small household appliances was significantly slower than that of the same period of last year. The retail sales of vacuum cleaners, microwave ovens, electric heaters, food processing machines, and induction cookers all experienced a negative year-on-year growth, and the retail sales of food processing machines decreased year-on-year. 36.86%, the largest decline; electric heater retail sales fell 11.55% year-on-year.
From the perspective of retail sales, the growth rate of retail sales of most household electrical appliances declined compared to the same period of last year, especially for electric heaters. In October, sales decreased by 30.23% year-on-year; retail sales of appliances such as refrigerators, washing machines, and air conditioners were significantly lower than the same period last year.
The slowdown in the growth of home appliance sales was affected by the slowdown in the sales environment of the entire consumer goods market. Second, the macro-control policies of the property market caused the real estate market sales to decline in October and the demand for home appliances decreased.