Multifunctional and integrated household appliances are another energy-saving trend on the market. For example, a microwave oven is now capable of also braising, grilling, boiling and even steaming foods. The idea behind the all-in-one product is that it can take the place of many. This relieves consumers of the burden of feeling they have to make multiple purchases of similar products.

Wang Zhe was in the market for an electric rice cooker, but he opted for an electric pressure cooker instead. "It takes at least 20 minutes to cook rice using an ordinary rice cooker, while a pressure cooker may take only five minutes. Aside from that it is equipped to simmer soup or stew meats," said Wang. "According to one shopping guide, since the advent of the pressure cooker on the market hardly anyone wants to buy ordinary rice cookers anymore."

Government Support

While shopping, Wang Zhe noticed that most appliances carry energy information labels, which clearly list each of the product's energy utilization ratings. These rating indexes have been in place since March 2005. The Chinese government has categorized five items that are required to have an energy label, including refrigerators, air-conditioners, washers, water heaters and computers.

The label ranks them into five grades. Grade one means a top rating, three gives it an average level of energy efficiency in China's market, and grade five refers to those products which are the highest energy consumers and need to be eliminated from the market. After extensive consultation, Wang purchased a refrigerator listed as grade one, knowing that it meant it was built to the highest level of global energy standards. Statistics from the Technical Center at the Zhuhai Inspection and Quarantine Bureau show that, compared with the figures collected prior to implementation of the label in March 2005, the average energy efficiency level for air conditioners sold in last five years has increased by six percent, and the proportion of high energy consuming models dropped from 60 percent in 2005 to 20 percent in 2009; the average energy efficiency level for refrigerators has improved by four percent, and the proportion of energy-saving models has increased from 60 percent to 90 percent.

The energy label provides consumers with essential information to help them make a wise purchasing choice. Over the last five years, about 90 billion kilowatt-hours of electricity have been saved, which equals a savings of up to 30 million tons of standard coal.

In May 2009, the Chinese government launched its own energy-saving project to benefit consumers, by subsiding the purchase of grade one or two air conditioners at between RMB 300 and 850. This policy helped sway those intent on buying power-guzzling products to change their minds, triggering the surge in sales of energy-saving air-conditioners in the summer of 2009.

Furthermore, the government has extended its influence to humbler energy-saving products. For instance, through subsidization China adopted over 70 million energy-saving bulbs in 2008, and 150 million in 2009. In Beijing, central and municipal government subsidies reduced the retail price of energy-saving bulbs to RMB 1, which means a large volume of electricity has been saved for lighting millions of homes.