Appliance&electronics World Expo (AWE) will be held in Shanghai New International Expo Center from March 17 to March 20, 2022.As the industry vane, AWE not only guides the development trend of industrial products, but also guides the transformation of life style, providing a precious opportunity for domestic and foreign home appliances and consumer electronics enterprises. Enabling the supply and demand sides of home appliances and consumer electronics to communicate in close proximity is a platform to show innovation results to consumers and capture their needs and pain points.
In 2021, the global economy will recover steadily and the consumer market will continue to pick up. Superposition the low base level of 2020, the global production and sales of home appliances will show a growing trend. However, the continuous recurrence of COVID-19 in many regions of the world, soaring raw material prices and rising inflation have still caused great obstacles to the development of the home appliance market, and the overall scale has not recovered to the level of 2019. Domestically, under the influence of multiple factors such as exhaustion of real estate dividend and insufficient consumer confidence of residents, the growth of home appliance industry is weak. By November 2021, the cumulative retail sales volume of China's home appliance market exceeded 700 billion yuan, which was still declining compared with the same period in 2019. Household appliances industry has gone through a rare difficult period in history, the vast majority of enterprises burdened with pressure.
Global macro environment: The global economy is on the path of sustained recovery.
Since 2021, against the backdrop of rising vaccination rates and the effect of stimulus policies in major economies around the world, countries have gradually restarted their economies. However, the global economic recovery has always faced great obstacles due to unstable factors such as the rampant spread of COVID-19 strains, policy divergence, rising inflationary pressure and slow repair of supply chains.
From the perspective of policy environment, ultra-loose monetary measures taken by various countries to fight the epidemic have led to high global inflation. In order to curb the rising inflation level, global central banks will usher in the year of interest rate hikes in 2022. In addition, the global epidemic continues to spread and mutated strains are rampant, slowing down the momentum of economic recovery in some countries. To counter the impact of the epidemic on the economy, Japan plans to launch a new economic stimulus package of 55.7 trillion yen, Cambodia plans to launch an economic recovery plan for the next two years to stimulate medium - and long-term economic growth, and Dubai plans to launch a fifth stimulus package to help the economy out of difficulties.
From the perspective of the global trade market, at present, global trade is experiencing a rebound after a deep impact. With the reopening of economic activity in major countries around the world, market demand is gradually picking up, and global trade, which was once trapped by the "great Blockade", will heat up again. In addition, at the beginning of 2022, RCEP will officially take effect, which will add impetus to the recovery of global trade and the development of China's home appliance industry. But the uncertainties and supply chain risks posed by the pandemic remain the most critical obstacles to a recovery in global trade.
China's macro environment: domestic economic growth rate is ahead of the world, home appliance industry policy is favorable.
Against the backdrop of a more complex and uncertain external environment, China's GDP reached 114.4 trillion yuan in 2021, up 8.1% year on year. The national economy is characterized by strong resilience, great potential, broad prospects and long-term sound growth. In addition, foreign trade also grew rapidly, with imports and exports of goods reaching 39.1 trillion yuan, up 21.4% year on year. Among them, exports reached 21.7 trillion yuan, up 21.2%, and imports reached 17.4 trillion yuan, up 21.5%, providing favorable support for the further development of China's home appliance industry and the expansion of export scale.
Since 2021, the domestic home appliance industry policy to stimulate household consumption potential release, mainly to carry out a new round of scrappage, encouraging, intelligent home appliances to the countryside and so on is given priority to, at the same time, the electrical appliances related areas such as the Internet of things, such as manufacturing and digital industry also developed a number of planning and guidance, provide a good policy environment for the development of home appliance industry. From the perspective of the change of consumption environment, consumption upgrading is driving the upsurge of appliance replacement, and products are constantly updated from multiple dimensions such as specifications, functions and categories. The traditional home appliance market that supports conventional functions is lack of power, while high-end and emerging home appliance categories continue to increase in quantity, and more products in line with the trend of consumption upgrading are gradually recognized by consumers; Secondly, more and more consumers begin to pay attention to the comfort of home environment. Home appliances such as clothes dryer, sweeping robot, floor washer and intelligent projection play a huge role in improving the comfort of home environment and are deeply loved by consumers. In addition, under the background of people's increasing requirements for the quality of life, intelligent nesting household appliances will become a new consumer trend; From the point of sales channels, the outbreak has produced profound influence on consumers' shopping habits, for the majority of home appliance products, consumers prefer to follow the social media and understand and purchase products, electricity marketing online rapid development channels, offline share continues to narrow, to rely on offline sales brand cause major blow.
Home appliance market at home and abroad: strong demand toughness, high-end trend is obvious.
Strong recovery in 2021, the global consumer market, coupled with the outbreak of the global trade weakened gradually, the influence of domestic and international market demand for electrical appliances product, the global home appliances production and sales growth, output reached 760 million units, sold more than 750 million units, from 2020, compared with the improved, but still did not return to 2019 levels.
From the perspective of future development trend, epidemic-driven household appliances are still popular among consumers in the domestic market. In addition, online sales account for an increasing proportion, and high-end products sales trend is obvious through offline channels. International aspects, thanks to China's mature home appliance industry chain advantages as well as the continuation of consumer online shopping habits and maintain, domestic electrical appliances enterprise growth accelerated in overseas markets, but still get bulk raw material prices, high inflation and box container is hard to find the impact of factors such as, sustainable management bring great challenges to the enterprise.
China's home appliance exports: Export growth performed well and is expected to remain stable in 2022.
In 2021, China's total import and export value of goods trade reached 39.1 trillion yuan, up 21.4% year on year and 23.9% compared with the same period in 2019. In TERMS of US dollars, the value exceeded 6.05 trillion dollars, reaching a historical high. Exports totaled 21.73 trillion yuan, up 21.2% year on year and 26.1% over the same period in 2019. Imports totaled 17.37 trillion yuan, up 21.5 percent year-on-year and 21.2 percent over the same period in 2019. The top five trading partners of China are ASEAN, EU, US, Japan and South Korea, with year-on-year growth of 19.7%, 19.1%, 20.2%, 9.4% and 18.4% respectively. In addition, China's import and export to countries along the Belt and Road totaled 11.6 trillion yuan, up 23.6%, 2.2 percentage points higher than the overall growth rate of China's foreign trade during the same period.
China's home appliance exports ended the year stronger than expected. In the future, with the withdrawal of large-scale stimulus policies in developed economies, global economic growth will return to the pre-epidemic level, and the growth of overseas demand will gradually decline. Combined with the impact of a high base in 2021, China's foreign trade growth will return to normal. However, at the present stage, the disruption of the epidemic to the global supply chain is still continuing. China is taking the lead in epidemic prevention and control. It will take some time for overseas supply chains to repair, and export orders may flow back to China again. Combined with the above factors, it is estimated that China's household appliance export scale can still exceed 110 billion US dollars in 2022.
Appliance&electronics World Expo (AWE) adheres to innovation and change, and has achieved continuous breakthroughs in scale, quality and global influence. It is one of the three top home appliances and consumer Electronics exhibitions in the world. For more information on the exhibition, welcome to the site of AWE 2022.