【出版时间及名称】：2009年11月中国家电销售数据库
        【作者】：摩根斯坦利
        【文件格式】：PDF
        【页数】：30
        【目录或简介】：

Aircon shipments increased 67% YoY in October: October aircon sales continued
their strong momentum with domestic shipments surging 95% YoY to 3.3mn units on
channel restocking vs. 71% YoY growth the prior month. Exports turned positive by
growing 27% YoY to 1.6mn units. Production increased 72% YoY, entering preparation
for next year; inventory was restocking gradually, but was still down 22% YoY.
• Refrigerator shipment growth shrank to 36% YoY in September: After the summer
peak season, refrigerator shipments increased 36% YoY in September to 4.5mn units
vs. 56% YoY growth and 5.3mn units in August. Domestical sales totaled 3.1mn units,
up 63% YoY while declining from 105% YoY growth in the prior month. Export sales
turned positive again, growing 0.8% YoY vs. the 7% YoY decline in August. Inventory
trended down 58% YoY.
• Washer sales rebounded: Entering the high season, washer shipments climbed 12%
YoY to 4.0mn units in September. Domestic and export sales grew 17% and 9% YoY,
respectively. Inventory was down slightly on hot sales, up 7% YoY.
• LCD TV shipments soared 124% YoY in September: TVs maintained robust growth
on hot pre- and post-holiday sales, especially LCD TVs, which delivered a 124% YoY
surge in the domestic market and 45% YoY growth in exports in September. LCD’s
share in total shipments reached 73%.
 Subsidy sales stabilized, awaiting policy positives: Rural subsidy sales recovered
in October to Rmb7.6bn and 3.9mn units, with 23% MoM value growth and 22% MoM
volume growth on Golden Week impact, reversing the MoM declines in August and
September. Old-for-new sales started to normalize after the holiday. Daily sales value
was at Rmb130mn from November 3 to November 16, compared to Rmb154mn during
October 20-November 2. New bidding for rural subsidies will kick off soon, and the
price cap is expected to be removed, which should boost ASP and benefit
manufacturer margins.