Although this time period has not yet come to a concentrated concentration of listed companies in 2017 when the annual report, but the overall situation of the domestic appliance market over the past year, the sales figures of large household electrical appliance enterprises are more ornate, just like the recent Haier Group Disclosed 241900000000 yuan of operating income.However, not all businesses are able to obtain encouraging growth, Matthew effect is an external feature of the development of the home appliance industry in 2017. However,
Not only the market demand for household appliances but also the level of release of household appliances is also not evenly balanced. Air conditioners have experienced explosive growth for two consecutive years with shipments in the first five months of the 2018 freezing year still strong, while refrigerators, washing machines And the TV market trend is not satisfactory. 'Rolling stones uphill, climbing over the ridge' has become the real portrayal of the current appliance industry, and the trend of the new year after 2018 will determine the survival and development of the entire industry, and these are Can be seen from the market data just released Albatron cloud clues.
Inventory pressure test air conditioning ice wash yet to be pit
In 2017, the retail sales of domestic air conditioners peaked at a peak of 193.1 billion yuan, an increase of 26.4% over the same period of previous year. The volume of retail sales reached 56.14 million units, up 23.1% over the same period of last year. This is the data given in the Air Conditioner Market Analysis Report 2017 In fact, if the sales volume of the construction machinery market is included, the installed volume of wall mounted household air conditioners will reach nearly 80 million units in 2017. The air conditioning market will hit a record high in 2017, both in terms of retail sales volume, installation volume and shipment volume A record high. The domestic air-conditioning market in the past year pattern of sales is evident.
Compared to the home air conditioners, the washing machine market trend is not very optimistic.According to Ovid cloud data show that in 2017 the domestic washing machine market overall sales of 36.88 million units, up slightly by 1.4%, total sales of 719 100 million yuan, an increase of 6.2%. Sales volume, sales and year-on-year growth rate, should be less than a lot of home air conditioners.
The trend of the domestic refrigerator market in 2017 is even more worrisome. The total sales volume of refrigerator products in 2017 was 33.76 million units, a decrease of 0.6% over the same period of the previous year; but fortunately, the total sales increased , The total amount of 93.9 billion yuan increased by 3.9%.
The refrigerator industry has been in a difficult situation in the past few years. Apart from the sluggish demand, the price of raw materials represented by black and white materials has soared. All the refrigerators companies in the industry have brought exceptionally heavy operations Therefore, there are also a large number of small refrigerator companies to withdraw from the market within 2017.
It should be pointed out that although the domestic air conditioner market showed a year-on-year high growth momentum for the second consecutive year, the industrial ecological environment is relatively superior; however, according to statistics, by the end of December 2017, the inventory of the air conditioner market reached 43 million units around the carrying of such a huge amount of inventory before the air-conditioning industry in 2018 and even after a longer period of development will be full of variables in the market forecast in 2018, Ovid given ice-washed data is cautiously optimistic, However, the domestic air conditioner market is judged to have a slight decline.
Online sales surge but dividend release will slow
The huge increase of air-conditioner products on the online platform in 2017 is expected to come to a conclusion only from the strategic cooperation between Gree, Midea, Haier, Oaks, TCL and Taobao, Jingdong and Suning. Net statistics show that in 2017 the number of domestic sales of air conditioners online platform reached 18.11 million units, an increase of 98.4%; corresponding amount of 51.1 billion yuan, an increase of more than sales, reaching 119.3% from These data also can be seen, volume, price, amount of three-line Qi is the 2017 domestic air-conditioning market, an important feature.
Washing machines online sales also achieved leapfrog growth, 14.72 million units across the network achieved a year-on-year 31.7% growth; and 21.3 billion online sales, an increase of 38.6%. Washing machine products Line size and year-on-year growth rate should be much smaller than the home air conditioners, which also reflects from another side of the home air conditioner market in 2017 a good trend.
The overall size of the refrigerator products that dropped in 2017 also continued to grow on the e-commerce platform, with 12.23 million refrigerators sold during the year, an increase of 28.1% over the same period last year; the corresponding sales were RMB23.1 billion , An increase of 37.6% .Compared with the washing machine products, e-commerce products in the refrigerator sales lower, but a larger amount, which means that the average online refrigerator unit price higher than the washing machine.
However, another set of data Orville Cloud Network indicates that the growth of e-commerce platform for the latter part of the space does not deserve great joy in 2017 in the air conditioner market online platform sales accounted for 32.3%, while the corresponding period of washing machine products accounted for Compared with 39.9%, refrigerator product sales online ratio of 36.2% .While the three white goods home appliances online share of 40% toward the beginning, already in such a high proportion also means that the latter part of the growth rate will be Slowdown, the release of offline bonuses from 2018 into a more narrow channel.
Product structure and then upgrade the average price rise significantly
Prices of raw materials, such as copper, aluminum and steel, have risen sharply in the past year, putting cost pressures on all appliance manufacturers involved, especially in air-conditioning products. There was a wave of price increases in the air conditioner market, which not only directly increased the price but also promoted the rise in the average price of white goods.
According to Orvital cloud statistics, the average retail price of home air conditioners reached 3825 yuan, an increase of 8.4% from hang up to the Guiji, from the speed to frequency conversion, from three energy efficiency to an energy efficiency, air-conditioning sales prices are There has been a rise of different magnitude.In addition, the proportion of inverter air conditioner, the proportion of the art of Guiji, a frequency energy-efficient products accounted for the proportion of intelligent air-conditioning and all of the above product year-on-year growth, there have been substantial rising.
Washing machine market in 2017 also out of a beautiful high-end trajectory, large-capacity pulsator and frequency pulsator accounted for a substantial increase in the same time, 10 kg and above the proportion and size of drum washing machines are also rapidly increasing, and drying Function has also become a standard midrange roller products.According to Orville cloud statistics, the retail penetration of variable frequency products reached 81.3% in 2017. Drying machine market is burst into a booming demand for resources, dry in 2017 The sales volume of the washing machine increased by 101.5% and the sales increased by 140.2%. The increase of these data also shows the later space of the dryer market.
Opening of the door increased by 1.1%, cross door increased by 26.9%, 5-door refrigerator increased by 22.3%, 4 products increased by 10.7%, air-cooled three-door increase of 24.6% ... ... This is the Alvarion cloud given the large volume This is in stark contrast to the huge decline in the sales volume of conventional two-door and three-door direct-cooling refrigerators, which has become the true picture of the changes in the product landscape in the refrigerator market in 2017.
In the market demand is difficult to obtain sufficient incremental space situation, the product structure in the operation of the quality of the upward move to become the unanimous choice of ice-washing enterprises.Even in the production and development environment is superior air-conditioning industry, the enterprise structure upgrade, efficiency The driving force of the demand is also higher and higher.From the existing data and the evolution of the market pattern, the ice-washing market in 2011 to consolidate the bottom, high air-conditioning market consolidation will be the main tone in the field of white goods.
