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2011年是“十二五”的开局之年,总体来看,上半年的宏观经济形势发生了显著的变化。首先,通胀压力持续居高不下,人民币汇率持续升值(2011年已经累计升值3.5%),政府选择持续收紧的货币政策;其次,连续3次利率提升,以及原材料的涨价和劳动力成本的上升,物流仓储成本的增加等等,使企业的综合运营成本上升15%以上;再次,维稳需求导致的房屋限购政策,主要一线城市2011年房屋成交量相对2010年明显下降。最后,就业压力的加大,社会保障体系的缺失和不完善,使城市居民对未来的预期开始收紧,抑制了居民消费,从国家统计局发布的数据来看,2011年1～6月社会商品零售额增幅同比出现下滑。以上这些宏观经济形势的变化使得2011年彩电行业面临的内外部压力持续增加,企业运营成本提高,彩电行业的发展态势从过去的高速成长,进入新一轮平稳发展周期。
2011 is the first year of the “Twelfth Five-Year Plan”. Overall, the macroeconomic situation in the first half of the year has undergone significant changes. First of all, inflationary pressures continued to rise. The RMB exchange rate continued to appreciate (a cumulative 3.5% appreciation in 2011). The government chose to keep tightening its monetary policy. Secondly, three consecutive increases in interest rates, rising raw material prices and labor costs , The increase of logistics and warehousing costs and so on, so that the overall operating costs of enterprises increased by 15%; Third, the stability of demand-led housing purchase policy, the major first-tier cities in 2011 housing transaction volume decreased significantly relative to 2010. Finally, the pressure of employment increased, the lack of social security system and imperfections, so that urban residents began to tighten their expectations of the future, inhibiting the consumption of residents. According to the data released by the National Bureau of Statistics, from January to June 2011, Retail sales growth declined year on year. These changes in the macroeconomic conditions made the internal and external pressure on TV industry continue to increase in 2011, and the operating costs of enterprises increased. The development of color TV industry grew rapidly from the past into a new round of steady development cycle.