In the home appliance circle to accept the survey of a number of home appliances businesses and business people, generally optimistic about the performance of China's washing machine market in 2018, and said the entire industry will usher in a round of 'volume gain and profit up' new outlet.
If the hot air conditioner market in 2017 was jointly driven by the hot weather and the market demand, then the bottoming out of the washing machine market in 2017 will be driven by the upgrading of consumption and the upgrading of products. As a result, although the washing machine market Its size and growth rate are much lower than those of air conditioners, but its prospects are broader and its power is stronger.
It can be said that in the next 2-3 years, the washing machine industry will usher in a "boom in volume and profitability," and will gradually become a new starting point, especially in 2018. However, due to the limited size of the overall washing machine market and the excessive consumption structure Polarization, first-line market business center of gravity vary, leading to the transformation of the fruit of this one washing machine industry, not the industry's inclusive but inclusive sharing of a few manufacturers.
Double iteration of product + consumption
Currently, the washing machine market bottomed out in 2017 with strong performance, mainly due to the dual internal and external reasons: firstly, the technical innovation of the internal washing machine products entered a harvest period, from high-end duplex washing and washing machines Combination of care, as well as targeting the second child wall washing machines, washing machines and other second-hand MINI products, are doing well.
Second, the continuous diversification of consumer upgrades. If the second child consumption is a torrent, then the high-end, high-quality, personalization is another wave of floods. More importantly, the entire family consumption in a round of upgrading The main channel, not only to bring washing machine washing standards to enhance, but also the attitude of life and health cleansing washing ideas.
Thus, the first high-end duplex partition washing machine market, rapid detonation.If 2017 is the focus of a round of products, then 2018 will be a close combat, the market detonated.At the same time, the combination of consumption in the wash also Began a wave of start-up, mainly focused on the washing and drying machine, washing machine and dryer combination product market started; In addition, the second birth to bring the wall-mounted, barrel-type mini washing machine products, but also part of the young population Be favored.
Of course, from the consumer market to the end of a series of product technology fission, washing machine market not only bring large-scale cake bigger, but also the local washing machine business competition directly from the two thousand three thousand yuan, four or five thousand yuan file, Thus, this will also fully open up a new height belonging to China's washing machine industry, the new high-end. Haier Department of the Department of the United States is naturally quite rewarding.
Manufacturers + businesses double detonated
In recent years, for many home appliance manufacturers, the industry and market layout has always been 'ice wash regardless of home.' Washing machine leading refrigerator first step into the rally, because all manufacturers must take the initiative to seize the opportunity to break the focus is on Two aspects:
First, as far as operating products, it is necessary to set up a "group army" expansion camp as much as possible, from the high-end, high-quality to high-performance prices should be involved, high-end duplex, high-end drum, high-end pulsator, and cost-effective pulsator, Style, barrel, are to create differentiated new products; can no longer be a simple low price dimension, or high value dimension;
Second, in the business philosophy, we can not just simply sell and sell products, but also to lead the fission of the way of washing and the way of life through ideas and methods. To help consumers become accustomed to laundry and drying through the upgrade of consumption concept Of lifestyles.At the same time, we also need to cultivate a healthy washing method for district washing.We really need to grasp these needs by following the users directly and adapt to this change, so as to change from quantity to quality.
At present, the brand pattern of the washing machine industry experienced an oligopolistic pattern after the continuous reshuffle in 2016 and 2017. Haier and Little Swan led the way. Even Simens, Sanyo and Matsushita were squeezed. A large number of small and medium enterprises Washer business plummeted. Is the so-called 'a few happy more than worry.'
It can be said that the washing machine market in 2018 is destined to usher in a steady, healthy and orderly growth under the impetus of consumption upgrading. The key is that one must have the innovative ability of product technology and function and two should lead the consumer trend of marketing ability .