1 quarter of home appliance listed companies rising gross margin level to some extent, moderate recovery state. In the first quarter of 2013, the domestic copper price is 57450 yuan/ton, fell 2.7% year on year; Aluminium for an average of 14748 yuan/ton, fell 7.6% year on year. Areas of refrigerant R22 and R134a has a stay low, respectively, 09500 yuan/ton and 09500 yuan/ton. Recent commodity futures prices fell considerably and overall, electrical home appliances manufacturing enterprises pressure to reduce raw material costs. , combined with the energy saving huimin 1 quarter of home appliance listed companies rising gross margin level to some extent, moderate recovery state. Gross margin improvement into trend to light electric listed company, gree Q1 profit margins of 29.63% in 2013. At other companies, up from 16.45% a year ago, has risen more than 13%. Other great electric fields listed companies profit margins are around 20%, though were higher compared to the same, but limited, and hutch defends areas there is still a great gap. The boss electrical quarterly gross margin percentages were over 50%, 1 quarter of this year to 53.3%, Wan Gule 28.75% gross margin, and gross profit margin reached 28.59%. Relatively, the black power for the main business of the listed company, gross profit margin is lower than 20%, TCL overall gross margin of 18.08%, fell 2.18% year on year, multimedia electronic industry gross margin of 17.05%, household appliance industry is 18.08%. Hisense electric overall gross margin of 18.55%, compared with the same period in 2012 the value is 19.38%, slightly lower. Aiken home grid arrangement 1 quarter report found that raw material price cut, sales scale expansion, the other side of the retail average price increase is that the sales costs soar, which is household appliances listed company gross margin improvement situation was obviously one of the reasons. A home appliance industry insiders complained to Aiken home grid, material price to create profit space quickly devoured by all kinds of marketing, enterprises must stick to the terminal retail price, guarantee business and factory\'s profit space. Marketing costs soared to gobble up, according to data from the net profit most household appliances listed companies operating cost have rise, sales expenses stands out among them. Gree electric appliances, for example, in 2012 Q1 sales cost 2.428 billion yuan, is 4.482 billion yuan this year, rose more than 80%; Midea sales cost increased from last year\'s 1.406 billion yuan to 1.406 billion yuan, 52.28%; Little swan A sales cost year-on-year growth of more than 200%, 1 quarter to $329 million, 2013, in the same period last year is 098 million yuan only. Home appliance sources, chain stores in costs don\'t rise, request the manufacturer to participate in the promotion of the number of increase. Logistics cost, artificial cost has become the company a huge spending, and also will keep rising trend in the future. The source is introduced, its old home appliance market, sales personnel base salary is not high but can get an enviable performance fee, each other happy. Now the market downturn, same-store sales scale to drop, sales staff for higher base salary, retooling single pay fees are paid at least several thousand yuan every year, thousands of salespeople across the country, millions of yuan fee for home appliance of low margin is burden. At the same time, the first three months of 2013, many home appliance enterprise in order to clear stocks, out of the market, in addition to cooperate with home appliance chain store sales, regional marketing center in traditional channels to organize outdoor activities, in e-commerce platform to participate in group buying, price, etc. This year\'s home appliance companies are particularly keen to hold new product tasting, internal promotion, product roadshow will profit under the premise of push up sales is down. Even the home appliance chain giant Su Ningyun business also cannot avoid cost high pressure, netease finance statistics show that Su Ningyun business net profit of 2.676 billion yuan in 2012, advertising spending of 1.494 billion yuan, revenue of 93.857 billion yuan, ranked fourth in the advertising in all the listed companies, after Shanghai automotive industry corporation, China unicom and the Erie shares. In the first quarter of 2013 and open Su Ningyi bought many times on price, the high frequency in each big mainstream media advertising, marketing fee is not low. Industry analysis, the raw materials decline, but the terminal stores need to KT board, advertising printing, exhibition and reduce production costs without. Expansion store make up the chain stores of poor performance are many factory strategy, a premium brands by sales 1% subsidy brand stores, many store owners and surface be reluctant, 1 point of subsidies is difficult to maintain the material cost, store support policy stimulus was too small. Current international copper, aluminum, plastic particles remains in the down channel, the electrical appliances enterprise sustained rebound in the second quarter of positive, but the currency volatility, will continue to have problems such as rigid demand can be sustained, home appliance field. Raised in the second half of the frequency conversion air conditioning energy efficiency standards, the enterprise product upgrading will push up the cost, to keep more than 20% of the gross profit margin, household appliances listed companies must compress sales cost, control the human cost. (article source: Aiken home grid)