持续低迷的家电业近日终于迎来了触底回暖的曙光。11月4日，工业和信息化部发布数据显示，目前家电行业各项指标均显示出现回暖迹象，其中前三季度家电业主营业务收入同比增长7.2%，利润总额累计同比增长21.9%。与此同时，在日前举行的2013年中央电视台黄金资源广告招标大会上，包括海尔、美的在内的传统家电企业及苏宁、国美两大零售渠道商竞相参与竞争。而此次家电企业豪赌央视广告的举动，似乎也预示了家电业已经度过了所谓的“最艰难时期”。尽管行业未来走势比较乐观，但出口形势严峻仍将是影响行业全面复苏的重要因素。

The continued downturn appliance has finally ushered in the sole warms up in the dawn.On November 4,,Ministry of industry and information release data display,At present home appliance industry all the indexes display appear warmer signs,The first three quarters of appliance advocate business wu income year-on-year growth of 7.2%,Profit total accumulated year-on-year growth of 21.9%.meanwhile,In the recently held at the 2013 CCTV gold resources advertised bidding meeting,Including haier/Beautiful, the traditional home appliance enterprises and suning/Gome two big retail distributors to participate in the competition.The electrical appliances enterprise unrestrained gambling CCTV advertising move,Seemed to indicate the home appliances has spent the ""The most difficult period".Although industry future trend is more optimistic,But the export situation will still be serious influence industry overall recovery of the important factors.

　　白电产销量有所回升

White electricity production and sales have rebounded

　　第三季度以来，冰空洗产销量均出现了不同程度的回升。

Since the third quarter,Ice empty wash production and sales all appeared different degree of rebound.

　　产业在线的统计数据显示，2012年9月，我国冰箱产销量同比增幅分别为15.1%和22.3%，洗衣机产销量同比增幅分别为10%和6.6%，空调产销量同比增幅下降也明显减小。

Industry online statistical data display,In September of 2012,Our country refrigerator production and sales year-on-year growth rate were 15.1% and 22.3% respectively,Washing machine production and sales year-on-year growth rate were 10% and 6.6% respectively,Air conditioner production decline year-on-year growth rate significantly reduced.

　　对此，一位业内人士对记者表示，家电行业最坏的时期已经过去了。一方面，节能补贴政策的效果开始逐步显现，加之家电下乡政策面临收官，消费者在春节前搭乘末班车添置“大件儿”的热情开始高涨并将持续一段时间。商务部的数据显示，今年前10个月，全国家电下乡产品销售6522万台，实现销售额1752.4亿元，同比分别增长23.5%和18.8%。其中10月份家电下乡产品销售791万台，实现销售额213.8亿元，同比增幅分别达27.5%和26%。

this,A personage inside course of study to reporters,Home appliance industry's most bad period has passed.On the one hand,The effect of energy saving subsidy policy began to gradually appear,And home appliances to the countryside policy 10/10/08 face,Before the Spring Festival consumers on the last bus to acquire"Big son"Enthusiasm began to high and will last for a period of time.Data showed that the ministry of commerce,First 10 months of this year,The national home appliances to the countryside product sales 65.22 million sets,Achieve sales of 175.24 billion yuan,Year-on-year growth of 23.5%, respectively, and 18.8%.The electrical appliances to the countryside in October 7.91 million sets of product sales,Achieve sales of 21.38 billion yuan,The year-on-year growth rate up to 27.5% and 26% respectively.

　　另一方面，随着电子商务的不断发展，网购日益成为很多消费者的首选，再加上电商集体的“造节”效应，第三季度以来的“双节”、“双11”期间家电销售出现了较大增幅。据了解，仅11月11日当天，天猫、淘宝网的总成交额便达到191亿元，是3年前的190倍。而很多家电企业也在这次促销活动中赚到了真金白银。记者在采访中了解到，海尔天猫旗舰店的单日销售额就接近亿元，并出现了多家销售额超2000万元的企业，一举打破了家电市场的销售僵局。合肥荣事达三洋电器股份有限公司北京分公司副经理王文明也对记者证实，2012年第三季度以来，公司冰箱、洗衣机、微波炉等产品的在线销售量同比增幅高达200%，远远高于传统渠道的增长速度，为保证全年销售目标的完成立下了汗马功劳。

On the other hand,With the development of electronic commerce,The net is increasingly becoming the first choice of many consumer,Plus electric business collective"Made section"effect,Since the third quarter"Double festival"/"Double 11"During the electrical appliances sale have had the bigger growth.It is understood,Only November 11th day,Day cat/Taobao total turnover will reach 19.1 billion yuan,Is 190 times of the three years ago.And many electrical appliances enterprise also in the promotion made of gold silver.Reporter in the interview to understand,Haier day cat flagship store of single day sales is close to one hundred million yuan,And a several sales over RMB 20 million yuan of enterprise,Every broke the home appliance market sales deadlock.Hefei RongShiDa sanyo electric appliance co., LTD., Beijing branch deputy manager WangWenMing also confirmed to reporters,Since the third quarter of 2012,The company refrigerator/Washing machine/Microwave ovens and other products online sales year-on-year growth rate as high as 200%,Far higher than the speed of growth in the traditional channel,In order to ensure the completion of annual sales target set in.

　　企业对回暖表示乐观

The enterprise to milder optimistic

　　家电行业正处于缓慢复苏的状态，2013年市场总额将与2012年基本持平。

Home appliance industry is in the state of slow recovery,In 2013, the total market will be about the same as in 2012.

　　空调经历了惨淡的2012冷年，随着2013冷年开局，企业纷纷抓住产品差异化、渠道深挖等机遇，推动行业复苏。海信科龙(广东)空调有限公司营销公司业务部总经理赵未忠认为，尽管目前宏观经济形势依然不乐观、房地产调控依然没有放松，但随着国家保增长相应措施的出台，市场整体形势正逐渐走好。据他透露，刚刚进入2013冷年，海信便强势推出了差异化新品“苹果派系列”，有效拉动了终端消费。

Air conditioning has experienced the cheerless 2012 cold years,With 2013 in cold start,Businesses seize the product differentiation/Channels deep excavation and opportunities,Promote the industry to recovery.Hisense kelon(guangdong)Air conditioning co., LTD., marketing company department general manager zhao not loyal think,Despite the current macroscopic economic situation is still not optimistic/Real estate regulation is still not relax,But with the state insurance growth corresponding measures come on stage,The market overall situation is gradually walk.According to his revealed,Just enter the 2013 cold years,Hisense and strong launch the new product differentiation"Apple pie series",Effective pull the terminal consumption.

　　此外，志高国内家用营销事业部北京产品管理中心常务副总经理张国强对记者表示，2011年下半年，志高开展了深挖渠道及整合代理商团队等一系列调整，2012年9月份以来，志高空调销量攀升的趋势比较明显。

In addition,Chigo domestic household Marketing Department Beijing product management center standing deputy general manager zhang guiquan told reporters,The second half of 2011,Chigo carried out deep excavation channel and integration agent team and a series of adjustment,Since September 2012,Chigo air conditioner sales rising trend is obvious.

　　因此张国强认为，随着节能补贴政策效果的进一步显现及保障房集中交付使用，2013年白电整体回暖的趋势将更加明显。王文明也认为，从北京、上海等一线城市的销售情况来看，市场整体呈现出缓慢复苏的态势。由于利好因素较多，2013年白电将出现小幅、平稳增长，市场规模预计将与2012年持平。

So think zhang guiquan,With energy saving subsidy policy effect further revealed and safeguard room concentrated consign is used,2013 white electric whole milder trend will be more obvious.WangWenMing also think,From Beijing/Shanghai waiting for a line city sales situation,The market overall present a slow recovery trend.Due to the good many factors,2013 white electric will appear small/Steady growth,The size of the market is expected to be and the same as in 2012.

　　洗衣机出口拉动增长

Washing machine exports growth

　　前三季度，我国家电出口总额较去年小幅提高，但增幅明显下降。

The first three quarters,China's household electrical appliance total exports last year a modest increase,But growth decreased obviously.

　　尽管从企业的反馈来看，内销情况比较乐观，但中国机电产品进出口商会家电分会副秘书长周南告诉记者，2012年1～9月，家电行业出口额为436.7亿美元，较去年同期增长7.7%，增速较去年同期回落10余个百分点。从各月情况来看，只有9月份出口同比明显增长，但该月的出口基数较低。因此他认为，从出口总体情况来看，如果就此判断三大白电全面回暖似乎过早。再加上目前北半球空调和冰箱的出口旺季已过，南美市场的增长并未有较大幅度的提高。“2012年家电出口的总额会较去年有小幅提高，但增幅会明显下降。”周南表示。

Although the feedback from the enterprise to see,Sale in domestic market situation is more optimistic,But China mechanical and electrical products import and export chamber of commerce, vice secretary for home appliances with told reporters,January to September in 2012,Home appliance industry exports to 43.67 billion us dollars,Compared to the same period last year growth of 7.7%,Growth than the same period last year dropped 10 percentage points.Produced from the situation,Only in September exports year-on-year increases obviously,But the export of month a low base.Therefore he thought,Exports from the overall situation,If this judgment three to light electric comprehensive milder seems to be premature.Combined with current northern air-conditioning and refrigerator export season has gone,South American market growth did not have a greatly improve."In 2012 the export of home appliance of a slight increase compared to last year,But the growth will be decreased obviously."Said with.

　　据了解，2011年7月至2012年9月，我国空冰洗三大白电的出口形势呈现出截然不同的特征，其中空调产品的出口一直处于下滑状态，2012年1～9月出口量较去年同比下降3.9%;洗衣机前三季度出口量同比增长12.4%，拉动了整体市场增长;冰箱的出口规模则与去年基本持平。

It is understood,July 2011 to September,Our country empty ice XiSan out electric export situation presents different features,The air conditioning products export has been in a slowdown,January to September in 2012 than last year exports 3.9% year-on-year drop;Washing machine the third quarter exports year-on-year growth of 12.4%,Pull the overall market growth;Refrigerator export scale the flat last year.

　　对于2013年我国家电产品出口的走势，周南认为，出口总额及增幅将呈现缓慢增长的态势。他表示，目前西欧等主要市场由于受到欧债危机的影响消费需求低迷，而南美等新兴市场热度有所减缓，且份额较低，不足以弥补传统市场的空缺，相对来讲，只有美国市场复苏势头明显，增幅逐渐升高。因此企业需要不断提高抵御产业风险的能力，在传统市场上巩固及增大冰箱等优势产品的出口份额。

In 2013 China's household electrical appliance products export trend,Compiled think,Total exports and growth will present situation of slow growth.He said,At present Western Europe and other major markets due to the influence of European debt crisis consumption demand downturn,And South America to emerging markets such as heat slow down,And share lower,Not enough to make up for the traditional market vacancy,relatively,Only the United States market recovery momentum obviously,Growth increased gradually.Therefore the enterprise needs to continuously improve the ability to resist risk industry,In the traditional market consolidate and increase the refrigerator, etc. Advantage products share of exports.