The next 3 years to 5 years, the washing machine market will usher in a slow growth, health, intelligence will become the industry's new outlet, partition washing, drying machines and other new products outbreak will create a washing machine brand curve Overtaking opportunities.
Recently, Suning Tesco joint Yikang, China Household Electrical Appliances Research Institute released the "2018 whitepaper on the washing machine industry." The white paper shows that the next 3 years to 5 years, the washing machine market will usher in a slow growth, health and intelligence will be Become a new outlet for the development of the industry, 'partition washing', the outbreak of new products such as dryers, laundry machines will create a corner brand overtaking opportunity.
According to Zhongyi Kang latest data show that from January to October, China's washing machine market retail sales of 30.15 million units, an increase of 9.2%, 5 years ago and domestic washing machine sales downturn in stark contrast to the state. Farmers said the washing machine industry can achieve relatively good performance, with the major manufacturers in recent years committed to product innovation, leveraging the market through their own products inseparable.With the upgrading of consumer demand, high-end, large capacity, smart, healthy, unique Washing, etc. have become the key consideration for consumers to buy.
Mei Xiaochun, assistant to the President of China Household Electrical Appliances Research Institute, said that in the new market situation, the washing machine enterprises all conducted intelligent strategic layout in line with the trend of current consumer upgrades, meanwhile, the rapid entry of high-end products further promoted the adjustment of product structure And upgrade, and promote the sustainable development of enterprises.
It is reported that the washing machine industry drum and pulleys, frequency and fixed frequency and other leading structural competition is nearing completion, the second transformation of product structure will be derived from enterprise innovation in the market segments. Washing machine industry is currently in the new category of exploration Import period, including 'partition washing' is a new category of iteration, the future of this sub-category will be the manufacturers competition focus.With the district washing product price coverage expanded to increase market participation brands, with high-quality, high-value , Efficient and clean advantage of the 'partition washing' washing machine will likely provide washing machines brand overtaking opportunities, and then rewrite the industry pattern.
'At present, the dryer has entered a period of rapid growth in the market is expected to open up a new runway for the washing machine industry.' Bian Nong said Suning Tesco big data show that 'double eleven' period, Suning channels dryers, Machine sales increased 562% YoY and market share expanded to 23.6%.
With the 80, 90 after the crowd has become the main force of consumption, its consumer demand more personalized, segmentation, provides an opportunity for the development of the dryer market.YeKang data show that in 2017 China's dryer market size Expected to reach 192,000 units, an increase of 42%, retail sales will reach 680 million yuan, an increase of 81.2%.
The white paper shows that after years of rapid development, the washing machine industry has entered a mature stage and has started to move from the traditional epitaxial growth characterized by a large number and scale to a new stage of connotation development featuring enhancement of structure and operation quality.
'Slow cow' means that the washing machine consumer electronics market has entered a steady, sustainable development stage.Participants believe that the washing machine product consumption drivers are relatively stable, the main growth driver is to replace the demand, it will be a slow release process, will not suddenly break out.
Wei Jun, general manager of the White Electric Division, said the macroeconomic will maintain steady growth and the real estate market has just experienced a wave of growth, the washing machine market sales pull significant effect on the total volume of retail sales volume of the washing machine market from 2008 to 2011 Reaching a record high of only 10.51 million units in increments. It is conservatively estimated that the stock volume of the washing machine market only from 2008 to 2011 will bring about more than 20 million replacement needs each year to the washing machine market in the next few years.
According to the monitoring data of the PRC, the online and offline average price of the washing machine market rose by 5.0% and 9.7% respectively in the first half of 2017. During the 11th Golden Week, the retail sales of the pulsator products above RMB 5,000 (including RMB 5,000) A year-on-year growth rate of 28.2%, more than 10,000 yuan (including 10,000 yuan) retail sales of rolled products rose 89.3%, washing machine brand premium ability to enhance.
As the nation's largest home appliance retail channel, Suning launched marketing and market development around the high-end, smart, health and other products, combined with Yikang, China Household Electrical Appliances Research Institute issued several household appliances recommended list, for consumers to buy healthy home appliances products Guidance.
In the context of hair smart retail, Suning brand data to open big data, comprehensive online Suning Tesco and offline store product marketing data for businesses to provide a precise data analysis and marketing programs, from the Suning industry members of the massive Data, precision watch the potential of the co-branded buyers, to help brands adjust the product structure, reverse the custom washing machine products to provide consumers with a large number of new products, high-end models and solutions in the second half of this year, Haier, Panasonic, Electrolux, Little Swan and other brands dozens of new products choose Suning Tesco channel starting, and made the first sales exceeded the expected sales.