Domestic washing machine sales slightly increased by 1.4% YoY in 2017, while the sales volume in 2016 increased by 2.2%. The size of the ring in the washing machine industry has already faded.
In contrast, the user's sovereignty has become increasingly prominent, and consumer upgrades, smart, high-capacity, frequency conversion and drying have become new bright spots in the industry, while rounds of rounds of rising prices of raw materials directly cause the pressure on corporate profits to rise sharply. Aowei Cloud recently released the 2017 annual report of washing machines, reflecting the washing machine industry in the current context of products, channels and other aspects of the new trend.
Average price goes up
Under the interweaving of multiple factors, the washing machine industry has shown an unprecedented three-dimensional picture. Consumption upgrades, product structure optimization and higher average price are the main lines under the complex and diverse appearance.
Orville data show that from January to December 2017 domestic washing machine sales of 36.88 million units, up slightly only 1.4%, sales of 71.9 billion yuan, an increase of 6.2%, the average price increase is self-evident.
Market Size of Retail Sales of Different Products in 2016-2017 (Source: Aowei Cloud Network)
Product structure, the drum of a single wash products, Washing Machine, single cylinder washing machine retail volume share fell slightly, at the same time, the proportion of drum drying products inversely increased to 10%, showing the drum drying products have become the current Washing machine upgrade the main market.
Although not in the media spotlight, but can not be ignored, more than 65% of consumers still prefer to choose pulsator and single-cylinder products (retail point of view.) Among them, the pulsator, although both online and offline , The volume of Washing Machine is declining slightly in terms of volume of retail sales and retail sales. However, as of 2017, the number of its sales in the online market is still over 5 to make.
Subdivided to the internal market, Washing Machine, there is no shortage of structural upgrades urgent trend.According to the past 4 years, Washing Machine in the 2500-2999 yuan, 3000-3999 yuan, 4000-4999 yuan, and 5000 yuan + The share of retail sales in the price segment is on the rise.
'L dimension' acceleration
The release of the 2017 washing machine annual report also shows that consumers are increasingly inclined to pay for functional elements such as high-capacity, frequency conversion, smart.
2017 tumble dryer market focus capacity retail sales (Source: Alwyn Cloud Network)
Washing machine in 2017, washing machine volume below 8 kg market share has declined, at the same time, 8 kg and above volume washing machine market share showed an upward trend, of which, 8 kg volume washing machine market share highest, More than 3%, its year-on-year increase is also the highest, reaching 13%.
Drum washing machine in a large capacity to move faster drum single wash products, 8 kg volume washing machine market share, but the share of 9 kg volume segment followed, has more than 3 percent, and 10 kg volume segment product share in In the past year, it has increased to 20%, an increase of over 13%. In the tumble dryer products, the share of 10kg volume segment has increased over the past year to 30%, an increase of more than 16%.
2017 retail structure of smart products for washing machines (Source: Alway Cloud Network)
The penetration of variable frequency retail sales has risen from 70% in 2016 to over 80%, and the penetration rate of smart retail sales has exceeded 40% in 2017. What needs to be clarified is that "intelligence" mentioned in this annual report from Alvarion, Both include "WiFi Smart Control" and "Smart Add Function". Data show that "Pure Smart Add" has a smaller proportion of retail sales, "Simple WiFi Smart Control" or "WiFi Smart Control" and As a result, the proportion of retail sales of "smart add-on" products has further expanded, which shows that "WiFi Smart Control" has become a smart start-up configuration under the trend of mobile internet.
'Drying' rise
Whether to have the function of drying, the drying effect is good, has become the current consumer choice washing machine one of the first considerations.With the continuous development of user experience, washing and drying drums and independent dryer market New changes have taken place.
Washing and drying one drum, the price of 2000-6000 yuan in the mid-market segment, drum drying product penetration gradually higher.Medium price, more space-saving, plus can be washed and dried two useful functions, really Extremely cost-effective temptation for ordinary consumers.
In the high-end market of more than 6,000 yuan price segment, the penetration rate of drum drying products is no longer increasing year after year, but some drop or increase is not obvious, showing high-end audience in the purchase of washing machines more rational than tangled Products cost-effective, accounting for the area, they also want products more independent, professional.It is precisely such high-end demand to promote the independent dryer market soaring.
Data show that in 2017 the domestic sales of independent dryers reached 297,000 units, an increase of more than 100%, sales of 1.13 billion yuan, an increase of over 140%, so significantly increased, the washing machine market is the fastest growing, the most growth Highlights.It is reported that the current independent dryer market has just started, the brand pattern is particularly concentrated, dominated by foreign brands, the market competition is not sufficient to Haier, Little Swan, represented by the domestic brands to speed up the layout in this area, the Little Swan is now In-line dryers, condensing dryers, heat pump dryers and dryers all-in-one product layout, in 2016 the Little Swan dryer and dry-cleaning machine sales exceeded 1.2 billion, up Substantial growth.
Line down to 'warm'
The size of the two lines is still 'one by one minus' trend, washing machine online market sales, sales have achieved over 30% growth, while online, washing machine market sales, sales showed a downward trend.
However, the line seems to be 'out of the blue', referring to Orville cloud 2016 annual report on washing machines, washing machine online market in 2017 the growth rate has slowed down in previous years surging soaring momentum tends to be stable. In 2017, the offline market of washing machines was even more dominant with an increase of over 11% while the online market grew by less than 6%. This shows that high-end consumers prefer offline channels that provide scene-based experience.
Flip-flop The washing machine industry in 2017, although the sales volume increased slightly, but the structural upgrade is slowly gaining momentum.It is worth looking forward to that in 2018 and even in the next few years, with the further improvement of dividends and other dividends to further accelerate the upgrading of the industrial structure of the washing machine, slow Bull market is expected to continue.
