Since the beginning of this year, the washing machine retail market has achieved double-digit year-on-year growth, which is second only to air conditioners in the electrical category.
At present, the washing machine market has emerged a lot of consumption hotspots such as large capacity, frequency conversion, intelligence, and barreling. The dryers have emerged as a new category, and the consumption promotion and industrial upgrading have promoted each other.
In general, in the case of fierce competition in washing machine enterprises, who can better meet the needs of users for “washingâ€, “dry†and “netâ€, who can seize the opportunity in the consumption upgrade and become the market winner.
The market scale is steady and rising
This year's washing machine market is growing well. According to the total data of Zhongyikang, from January to August 2017, the retail volume of China's washing machine market was 23.38 million units, up 10.4% year-on-year; the retail sales amounted to 42 billion yuan, up 13.1% year-on-year.
On September 22, the 2017 China Washing Machine sponsored by China National Household Electrical Appliances Association and the Information and Industry Development Department of the National Information Center and China National Grid? The dryer industry industry summit forum, on the development status and trends of the washing machine industry. Wei Jun, general manager of Zhongyikang White Power Division, said that the macroeconomic steady growth and the real estate market experienced a round of “peak†growth, which has significantly promoted the sales of the washing machine market. The replacement demand for a large number of products in the hometown and the old-for-new period has gradually begun to be released. The new categories of classified washing, washing and drying machines, dryers, mini-machines, etc., which are in the lead-in period, have brought new vitality, and the growth in demand for quality consumption has prompted the overall washing machine market to grow steadily.
The relevant person in charge of Bosi Home Appliances believes that in the long run, the outlook for the washing machine market is optimistic. The introduction of a comprehensive two-child policy, the continuous advancement of urbanization, the upgrading of home appliances and the need for replacement and replacement have fundamentally supported the sustainable development of the washing machine industry.
This year, the leading companies in washing machines have outstanding performance. In the first half of 2017, Haier's washing machine business achieved operating income of 13.845 billion yuan, a year-on-year increase of 59.02%; Little Swan achieved operating income of 10.568 billion yuan, an increase of 32.35%.
According to the monthly monitoring data of Zhongyikang Line, the market share of the top three brands in the offline market from January to August this year increased from 58.3% in the same period of 2016 to 60.4%, an increase of 2.1 percentage points; the market share of the top five brands reached 73.8%. , an increase of 2.3 percentage points over the same period last year.
In the view of Lu Shenghua, editor-in-chief of China National Grid, the market share to the dominant enterprises is the result of the market competition for the survival of the fittest: on the one hand, the rise in raw material prices since the second half of last year has had a more significant impact on SMEs; Higher requirements are placed on technology research and development, while large companies have an advantage in integrating R&D resources.
"Washing" endless highlights
"This year, the washing machine industry can achieve relatively good performance. In recent years, the mainstream manufacturers are committed to product innovation and are inseparable from the market through their own products." Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, pointed out that no-clean, automatic The application of technology such as launching, zoning and sorting washing, drying, DC brushless motor and variable frequency motor, and intelligent technology has significantly improved the grade of washing machine products, which is in line with the trend of consumption upgrading.
With the improvement of people's living standards and consumption power, consumers have put forward higher requirements for the function of washing machines. For example, “washing†professionally, consumers hope that the washing machine can provide exclusive laundry solutions for different fabric materials and different users; “washing†needs to be upgraded, and consumers have “dry†and “net†functional requirements for washing machines. More and more urgent.
According to the monthly monitoring data of Zhongyikang Line, from January to August, the retail sales of drum washing machines above 9KG accounted for 47.2% of the drum category; the market share of inverter washing machines was further improved; with intelligent functions such as WIFI and automatic delivery. The retail sales of washing machines accounted for 35.1%. In addition, mini-washing machines and split-basket washing machines that meet the washing needs of different users in the home have also seen significant growth, especially in the case of divided-barrel washing machines. The retail volume and share of the products have nearly doubled compared with the same period of last year.
In Wei Jun's view, the barrel washing machine has the characteristics of high-end differentiation, high premium capacity and high-tech barriers, and has great development potential in the future.
At present, Haier, Little Swan, TCL, Hisense, LG, Samsung have introduced a barrel washing machine. From a global perspective, the barrel washing machine is still a special event for Asian companies. During the 2017 International Consumer Electronics Show (IFA2017) held earlier this month, the above-mentioned companies displayed the barrel washing machine received the attention of the participating audience.
The trend of online channels, consumption upgrades and product structure upgrades is equally obvious. Wang Zhaolei, general manager of the ice washing business department of Jingdong Household Appliances Division, said that at the current Jingdong platform, the growth rate of high-end washing machines in the large-capacity, roller, washing and drying industries is much higher than the average growth rate of categories, and the growth of sub-categories The more obvious, such as maternal and baby washing machines, separate dryers, etc., the year-on-year growth rate is more than 500%.
In order to better meet the needs of users, each washing machine enterprise vigorously carries out research and development work, especially to enhance intelligent exploration. For example, Casa Di "Fiber" washing machine, using RFID radio frequency identification technology, can intelligently identify the brand, fabric, color, and number of clothing, so as to accurately match the washing program, automatically add the right amount of detergent, so that each piece of clothing has exclusive A washing scheme to prevent excessive washing of the laundry. The latest X-Spect scanner from Siemens Home Appliances recognizes the composition of laundry stains as well as the type and color of the fabric, and provides recommendations for washing, drying and ironing procedures to avoid undue washing procedures.
The person in charge of TCL ice wash said that health will become a new hot spot, and TCL will carry out continuous and in-depth product innovation, structural innovation and design innovation around pollution prevention.
Dryer development momentum is good
In China, as an emerging category, dryers are gradually favored by consumers, and the market scale is expanding. The monitoring data of the Ovi cloud network shows that the demand for washing machine drying function is relatively strong in the middle and lower reaches of the Yangtze River represented by Jiangsu, Zhejiang and Shanghai. For areas with high economic level such as Beijing and Guangdong, the drying demand is also high. Relatively prosperous.
Zhongyikang expects that the market size of China's dryers in 2017 is expected to reach 192,000 units, a year-on-year increase of 42%, and retail sales will reach 680 million yuan, an increase of 81.2%. Due to the force of the offline channels, the growth of the dryer market will be more rapid.
“The market demand for dryers is huge.†Haier washing machine related person in charge said that Haier develops innovative sub-products for different groups of people, including SUNNY mini clothes dryer for children's and children's clothing, and heat pump condensing for high-end clothing. Clothing and other products.
“Consumers’ demand for clothes drying is gradually increasing, but in China, dryers and washing and drying machines have not yet become popular.†Bosi’s home appliance related person said that Bosi’s home appliances fully combine consumer insight and market research. Continuously strengthen the research and development of dryers and washing and drying machine products, and focus on the research and development of dryers and washing and drying machine products with high efficiency sterilization, energy saving and environmental protection, convenience and ease of use and intelligent operation. At the same time, Bosi Home Appliances communicates with consumers through various channels and continuously conveys the value that dryers bring to family life.
Looking forward to the development of the washing machine industry in the future, Xu Dongsheng pointed out that in the context of consumption upgrading, the income of residents continues to grow, especially the fast-rising middle class. They pay more attention to the pursuit of health and high-quality lifestyle. If products can get the attention of this group. Will get a bigger market return.
Lu Shenghua predicted that the brand integration of the washing machine industry will continue. For SMEs, grasping the trend of market consumption and developing differentiated products that can meet the needs of consumers is the way out. (Reporter Zhou Lei)
Microfiber Spa Robe,Microfiber Bathrobe,Microfiber Bath Robes,Microfiber Travel Bathrobe
Wujiang Rongchao Silk Co., Ltd , https://www.wujiangrongchao.com