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受楼市低迷、政策收缩、消费信息走低等外部因素影响,中国家电市场在2012年第一季度降至谷底。奥维咨询(AVC)数据显示,2012年1-3月累计冰箱销售734万台,同比下降11.6%;洗衣机销售602万台,同比下降20.2%,市场开局惨淡。从需求角度,2010年底城镇家庭冰洗的百户拥有量就已分别达到96.61%和96.92%,趋近于饱和状态,而在“家电下乡”
Affected by the sluggish property market, shrinking policies and lower consumer spending, the Chinese home appliance market dropped to the bottom in the first quarter of 2012. According to AVC data, cumulative sales of refrigerators reached 7.34 million units in January-March 2012, a decrease of 11.6% from the same period of last year. Washing machine sales were up to 2.200 million units, representing a year-on-year decrease of 20.2%. The market downturn started. From the demand point of view, by the end of 2010, the number of urban household ice-washing ownership has reached 96.61% and 96.92%, respectively, approaching the saturation state, while in the “home appliances to the countryside”