Appliance Tm To The Threshold Is Too High Or Into Corporate Marketing Gimmick - Appliance Tm,

As nine appliance " TM to "One of the pilot provinces and cities

, Beijing has been carried out on August 10 the first TM to work, is also the first country to implement this policy area. But the present situation, the specific implementation details have yet to be fine-tuned, otherwise not only difficult to meet the state to promote

Energy Emission reduction, promote industrial upgrading strategic objectives, but also easily reduced into a business promotion gimmick.

According to the Ministry of Finance, the Ministry of Commerce jointly issued the seven ministries and commissions had a "home appliance TM to the implementation of measures", the pilot provinces and cities within the specified time and to buy new appliances sell Jiujia Dian units and individuals in the purchase of new appliances they can enjoy the new appliances

Sell 10% of the price subsidies.

Relevant person in charge of China Household Electrical Appliances Association that included subsidies range of products include

Air conditioning , Refrigerators, television sets and other power-hungry, the state to promote these products TM, the main purpose is to eliminate high energy-consuming products, and promote consumption in cities, drive sales of household electrical appliance enterprises.

TM to and Appliances to the countryside The same approach taken by the government tendering, to sell part of and recovery on the part of enterprises are tender.

According to tender results announced by Beijing,

States United States , Suning, and other companies with the side while successful in sales and recycling sectors, and Hisense, Konka and other companies sell part of the successful tenderer, Qingdao Haier, Midea and others only in the recovery of part of the successful tenderer.

A TV Corporate executives think that the sales enterprises to set up the threshold too high, making many household electrical appliance enterprises discouraged. Beijing tender requires bidders, "a registered capital of not less than 50 million yuan," "tax amount in the Beijing area last year, 500 million yuan," "working capital of not less than 30 million yuan."

Large domestic appliances business based primarily in Shandong,

Guangdong Most take the way to set up branch in Beijing, its Beijing office to be responsible for sales and service in Beijing, few branches reach 50 million yuan registered capital; and part of the appliance business by the agent responsible for Beijing market, registered capital is difficult to achieve this standard. The nation's largest home appliance company Haier, its sales company in Beijing Haier Industry and Trade of the registered capital of Beijing has reached 50 million yuan less than the threshold.

Sales link too high a threshold, so many companies have to go to the recovery of the tender part, because the recovery threshold for bidding is much lower than the sale of part of registered capital requirement of not less than 500,000 yuan only.

A successful recovery is only part of the company, says that recycling is basically part of unprofitable enterprises to participate in the purpose of recovery can be home when selling products to consumers, it would be the company's promotions.

In the industry, domestic appliances business years ago started TM, but their sales practices are businesses, but in practice if the current process of taking over the threshold too high, only to force enterprises to "break edge ball. "

In fact, as early as seven ministries issued a notice before the implementation details yet to be announced, there are already companies in Beijing's major home appliance stores play TM to the banner, as long as consumers will Jiu Jiadian to the company, you can discount on purchase of a certain product.

Analysts say, corporate policy to use TM to "pushing boundaries" promotion is difficult to prohibit acts of their products, if you can not mobilize the initiative of enterprises, it may eventually lead to "bad money drives out good money" situation.

by: gaga

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