Gome Suning cancels the maximum subsidy limit LED TV in a disguised price reduction of 10%

On January 26th, the high price barriers for LEDs, which have been criticized by consumers, are showing signs of loosening. Shanghai Suning and Beijing Gome have announced that they will impose a 10% subsidy on LED TVs sold in the store for “old-for-new” sales. This also means that the subsidy for consumers to buy expensive LED TVs will exceed 2,000 yuan, more than four times higher than the 400 yuan subsidy limit.

LED TV high price scares consumers

LED TVs have higher picture quality than ordinary LCD TVs, and are easier to be "thin". In particular, they can solve the problem of smearing of fast moving images and are more energy efficient than traditional LCD TVs. It is LED TV that combines the above advantages. Since Hisense released the first domestic LED TV in 2008, Chinese and foreign mainstream color TV companies have already launched LED TVs in the market.
However, compared with the high enthusiasm of manufacturers to promote LED TV, the market realization of LED TV is not as enthusiastic as expected. "The same brand of LED TVs is more than 30% more expensive than LCD TVs, such as Samsung, LG and other foreign LED TVs are more than 50% more expensive, LED high pricing has hindered its further expansion of the market." A domestic color TV official said .
Miss Zhu, who is buying home appliances for the new home, also told Tencent Technology that she was watching a Samsung LED TV model UA46B7000WF in a power store in Beijing. The price of the TV is close to 18,000 yuan. However, she had more eyes and did not immediately place an order to purchase. Instead, she searched the Internet and found that a Samsung full HD LCD TV LA46B530P7R is priced at around 7,000 yuan. "The same size Samsung LED TV is more expensive than ordinary LCD. TV is more expensive than ever." She chose to wait and see if the Spring Festival will cut prices.
Gome Suning Jinghu "space" engagement LED TV in a disguised price cut 10%
On January 18th, Shanghai Suning announced that Shanghai Suning will start the “2010 Shanghai LED Color TV Festival” with the top ten color TV brands such as Sharp, Sony, Skyworth and Hisense. At the “Color TV Festival”, customers can enjoy “purchase LED replacement”. 10% subsidy is not capped "special offer, where the old-fashioned purchase of LED TV, enjoy 10% of the full subsidy, the state 400 yuan subsidy exceeds the part, by Suning through the form of electronic coupons to make up.
On January 25th, Beijing Gome also announced that from this week, Beijing Gome will cancel the maximum subsidy of 400 yuan for LED color TV home appliances. The single subsidy will not be capped at 10%, and the first test in Beijing will cancel the maximum subsidy for home appliance replacement. .
However, it is worth noting that, unlike the 10% full subsidy of Shanghai Suning Festival, Beijing Gome’s 10% subsidy for LED TV is long-term, and in addition to LED TV, Beijing Gome has also added refrigerators, washing machines and other products. The same applies to the cancellation of the old-fashioned subsidy ceiling for home appliances.
The domestic two major home appliance stores have carried out a price war on LED TVs that have not seen smoke.
The insiders pointed out that as the most representative home appliance retail market in China, it is no accident that Beijing Gome and Shanghai Suning chose LED TV at the same time as the product to cancel the maximum subsidy for home appliance replacement. "Because the excess is solely borne by the merchant, Gome Suning’s choice to cancel the old-for-new products is definitely a product with relatively high profit margins and can remain profitable after 10% subsidy. LED TV is undoubtedly one of the best choices.”
The person also predicted that the two major homes in Shanghai and Beijing at two points "interaction in the air" will likely cause other regional markets to follow suit, thus forming a "face" of national LED TV price cuts, opening the prelude to LED price diving.

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