China's rapid economic development for nearly 40 years, a group of people get rich first, a wave of new middle class are also hit.From Wu Xiaobo initially "to buy a toilet seat in Japan" to the hot circle of friends, "Ode to Joy," people talk about The rise of the new middle class, taste and explosive buying.
Unlike the previous generation who only made money, the new middle class has a new concept of consumption that distinguishes itself from the arduous and naive style of the previous generation. They are both payers of quality life and promoters of the wave of consumer upgrades. The demand of new middle class drives a wave of phenomena The outbreak of products and services, as a phenomenon-level products gathered in the field of home appliances consumer upgrade status?
On December 22, the Ninth China Top Home Appliance Trend and the Red Top Award Presentation Ceremony, sponsored by the China Household Electrical Appliances Association and sponsored by the Organizing Committee of the Red Top Award, was held in Beijing. Oakes, Aisi Si, AO Smith , Beckers, Bo kitchen, Biyunquan, Billy Buddha, Boloni, Braun, Bosch appliances, Casa Imperial, Caracole, Dyson, DeLonghi, Du Fang, Cobos, Anna, Galanz, Gemei Qi, Gree, Haier , Hisense, China Resources Lacquer, HKUST flying, Joyoung, crystal Hong, LG, Lake, Little Swan, the United States, Mitsubishi, Qingdong Na Bi'an, Panasonic, Philips, Lin, boss, Sakura, Shuaikang, Samsung, Sharp, Siemens appliances More than 50 home and abroad well-known domestic and foreign household appliance brands such as Sony, Sofia, Sun Rain, Supor, TCL, Dinggu, Dasong, Vantage, Wanhe, Wanbao, Macro, Small baking technology, Hundreds of media have jointly witnessed the emergence of the top prize-winning products and the release of high-end consumer electronics trends.
Quality life needs into a high-end consumer appliances main engine
In the context of China's economic restructuring and upgrading, the simple and rude consumption of waste water has been gradually turned into a cold palace, emphasizing that the new consumption of taste and quality is booming, the most direct manifestation of which is the increasing number of families and individuals Willing to pay for high-end products.
The "2017 China High-End Consumer Products Consumer Survey Report" released by the Top Prize Organizing Committee (the "Survey") shows that the consumption of high-end household appliances (first-tier cities monthly disposable income of more than 30000 yuan, other cities at 15000 Yuan) In the last six months or the past year have had high-end household appliances consumer experience, improve quality of life and the need for replacement is the main purpose of their purchase of high-end appliances, of which 69.9% of the population is to improve the quality of life.
The pursuit of high quality of life means that to pay a relatively high price. "Survey" shows that 40.8% of consumers tend to choose high-end TV10001-15000 yuan; 37.1% of the respondents are willing to buy 12001-16000 yuan Of high-end refrigerators; 46.7% of the population is willing to pay for high-end drum washing machine 8001-10000 yuan; 34.5% of the respondents are willing to spend 6001-8000 yuan to buy a dryer; 42.4% of the population are willing to buy 12001-16000 yuan Of high-end Guiji air conditioners; 39.3% of respondents are willing to spend 6001-8000 yuan for the kitchen to set up high-end dishwashers.
The pursuit of consumer attitudes of quality of life, directly determines their view of consumption. "Survey" shows that high-end consumer electronics attaches great importance to health and are willing to pay for health products or services. They chase the fashion trends and consumer hot spots, compared More emphasis on the quality of the price, is willing to pay for feelings and tastes. Specific to the product, in addition to the technical content, intelligent control, product quality and brand awareness and other conventional factors, the energy saving and environmental protection, fashion art and the pursuit of personalized customization Also unstoppable.
Specific to different categories, what is the selling point to attract their products? For example, the refrigerator TOP3 selling point is fresh technology, energy saving and environmental protection, intelligent control; air conditioning TOP3 selling point is with air purification, intelligent control, energy saving and environmental protection; washing machine TOP3 selling point is the sterilization function, intelligent control, with self-cleaning function.In fact, people's concerns about the product is not static.For example, the TV's TOP3 selling point has been three years ago from the ultra-thin, sound, large size, evolution Has now become a smart operating system, ultra-thin, luxurious appearance. Range hoods TOP3 selling point has also been three years ago from the smoke effect, with self-cleaning function, easy accessibility, evolved into the present low noise, with Cleaning function, smoke effect.
According to Jia Dongsheng, general manager of China Econazole, the biggest driving force of consumer upgrade comes from the pursuit of quality life by the mainstream population. This trend has brought new development and growth momentum to household appliance manufacturers as well as specified adjustment of product structure The direction.
Grasp the main contradiction Red Jackpot 'strict selection' to guide the market orderly upgrade of consumption
The report of the 19th NPC clearly pointed out that the major social contradictions in our country have been transformed into the contradictions between the growing needs of a better life and unbalanced development of the people and the new expectation that people will live a better life has become a new era Will.Home appliances Home products is an important part of the people's good life for consumers to buy good products to provide reference and guidance, as the Red Jackpot social and economic value of the concentrated expression.
During the meeting, the organizing committee of the Top Award announced the results of the 9th China Top-end Appliance Top Award. A total of 31 top-end home appliances won the Top Award, and another 67 won the Top Award.
Specifically from the current red top award-winning products point of view, high-end home appliances boutique innovation everywhere reflects the care of people everywhere, for example, on the basis of the ultimate preservation, food ingredients management, professional collection space, emotional interaction design and other new features The integration of big data, thermodynamics, air science and other application results, the latest air-conditioning boutique has achieved the same scene of different individual comfort 'tailored'; the combination of smoke pot and cloud cookbook synthesis Solution, creating a brand new kitchen cooking experience for the gourmet 'Little White'; innovative design of the multi-type washing machine in the categories of washing, partition washing and the like, saving time, saving water and electricity and washing in one health, The pursuit of quality of life needs.
Figure: Wang Lei, vice chairman of China Household Electrical Appliances Association
Wang Lei, vice chairman of China Household Electrical Appliances Association, said that participating in the red top awards review of the brand is increasing year by year, participating in the selection of products is also getting higher and higher, through the red top awards you can see that many home appliance enterprises are constantly technological innovation, By improving product quality to meet the needs of consumers, the Red Roof Award's leading role in product upgrades, has been widely recognized by the industry and the general concern of consumers.
As the prestigious award in the field of high-end home appliances, the Red Jackpot aims to promote the industry by selecting top-end household electrical appliances that have outstanding performance in terms of technological advancement, design, market influence, energy conservation and environmental protection, and user experience during the year Structural transformation, guide the orderly upgrade of consumption.
'Nine years ago, we launched the Red Jackpot's original intention is to find the trend of the trend of high-end home appliances boutique, to help consumers build a better quality of life.' Red Jackpot Organizing Committee Lu Shenghua said that in the user-centric Under the guidance of the market concept, the Ninth Red Top Award on the basis of consumer surveys, consumer online voting and expert review on the introduction of the media review session to further enhance the top prize of the fairness and transparency, to ensure the red top prize Nominated products and award-winning products are based on consumer choice and professional advice arising from the field, which is the red jackpots realistic guiding significance of the institutional reflection.
Nine years precipitation new set sail red top 'friends circle' expansion
Over the past nine years, as the prestigious award in the field of high-end home appliances, the Red Top Award has been widely recognized by the industry and consumers are generally concerned. However, the Red Top Award did not stop there, the ninth anniversary of the Grand Prix opened a whole new era set sail.
Compared with the previous years, the scope of coverage of this year's Top Prize awards is further expanded. Emerging products that bring happiness to consumers and improve the quality of life are included in this year's Top Awards, such as clothes dryers, duplex washing machines and smart toilet seats Of the selection range.In addition, the red top prize Organizing Committee and the home of fashion home ZAIJIA home to establish an exclusive home strategic partnership, the two sides work together for the first time to introduce top-level home category for the Red Jackpot, to further expand the lead quality of life.
Figure: Top Prize Organizing Committee Lu Shenghua
In the top prize Organizing Committee Lu Shenghua view, with the rise of intelligent, all-encompassing concept, the consumer's buying behavior is no longer confined to a single product, but more emphasis on the scene, the overall solution As a result, the red top prize also advancing with the times, the overall solution of home appliances presented to help the new middle class in a more convenient and easy way to obtain quality of life.
In addition, the Red Trophy Organizing Committee for the first time introduced the chief strategic partner Di shore win-win media, planning executive agency Hunan Satellite TV Golden Eagle media.On the basis of the original cooperative media, the introduction of Penguin as the chief media platform, a little information as a special media platform, Today's headlines as a strategic partner of the media, with the top prize for the quality of life as a catalyst for continued expansion.
Not only that, based on the concept of fit and the value of each other, the red top prize Organizing Committee also with BOE formed a strategic cooperative partnership.
December 22 Red Jackpot ceremony site, the Red Jackpot Organizing Committee and the BOE led by the Red Top prize Organizing Committee, JD.com, Casa Imperial, the United States, Sharp, Siemens appliances, the boss 40 Yu Jia enterprises and institutions announced the establishment of 'high-end home appliances promotion Alliance'. The alliance is committed to the Red Top value extends beyond the scope of the appliance industry, and strive to obtain a broader consumer awareness and more accurate high-end consumer guidance. After that, as the important driving force of the top prize at the consumer end, JD.com will provide members of the alliance with platform quality resources.
'Jingdong appliances will be specially set up a special page for the red top awards, the red top award-winning products displayed throughout the year, but also supporting the corresponding marketing activities' Jingdong Group Vice President, Appliance Division Yan Xiaobing said that starting next year, Consumers can vote on the homepage of JD.com to choose their favorite home appliances, and home appliance manufacturers can also get the most realistic intentions and preferences about high-end home appliances consumption from consumers through voting, so as to better promote their high-end product development .
At the same time, during the selection and promotion of the Top Award, JD.com will give recommended products such as "Marking", "Screening Label" and other related products to the top of the search list page, and will focus on consumers. Moreover, Red Top Prize fully open user portraits, sales of big data and other core information.
The top prize organizing committee will cooperate with Jingdong in such aspects as high-end consumer survey of consumer appliances and consumer voting, and will also reference relevant big data of Jingdong to enrich the third-party data dimension of the selection and review of top award-winning products. Digging the consumption trend of high-end home appliances, the company wrote a report on the high-end home appliance market to further promote consumer education and pointed out a clearer direction for the high-end transformation of China's home appliance enterprises.
It is understood that since the tenth red top award, the sale in Jingdong will also be an important reference factor for the red top awards review.
'From the tenth year of the Top Prize, not only to extend the top position of the top prize in the industry, the influence of the brand, but more importantly, to promote the Red Top Prize landing affect more consumers, promote the top prize products Big sale, so 'wall ring, the wall incense' .Red Prize Organizing Committee Lu Shenghua said he hoped that through the organizing committee, JD.com, alliance involved in the joint efforts of enterprises, the value of the red jackpot Depth into the hearts of every consumer and become active promoters of a better life.