Over the past year, the ice-washing industry is still in the fierce price war, the brand concentration is high, the pressure on SMEs survive. 奥维 cloud network in 2017 washing machine market total sales of 36.88 million units, an increase of 1.4%, sales of 71.9 billion Yuan, an increase of 6.2% over the same period of the previous year, of which the offline sales volume both showed a year-on-year decline, while the online sales volume increased by 31.7% and 38.6% respectively year on year.
In 2017, due to the impact of rising raw material prices and pressure on the cost of products, large-scale operation has been difficult to guarantee the operation quality of enterprises. Moreover, the demand has been subdivided, high-end and intelligent trends are evident, forcing enterprises to further promote the industrial restructuring and upgrading so as to enhance their Profitability
In 2018, the trend of the washing machine market still reflects several segments. For example, the high-end products represented by washing and drying machines, the large capacity represented by 10kg, the intelligent control by wifi, etc. will also be the growth points of the industry in the coming year.
Appliance rejuvenation is an indisputable fact that brand manufacturers in the product design, promotion, marketing and other aspects have been transformed in order to cater to the younger consumer groups.With the 90 into the community, and the increase of second-born families, these two large consumer Demand has improved significantly.
After 90 and 10 debut, laundry reflects the quality of life
Aowei cloud network data show that 90% of China now reached 230 million, living in the moment, highlighting the personality, with the gender as their label, and 90 after the average family income (primary and large capital cities), 44% reached 300,000 yuan to 500,000 yuan, there is no food and clothing worries, strong consumer motivation, pay attention to quality and taste. Networking operation, voice control, stylish, washing function diversification, both cleaning and care of washing machines to be sought after by young people .Ovia cloud network said that in 2017 the washing machine intelligent retail sales penetration rate of 41.9% in 2018 this value can easily exceed 50%, of which wifi intelligent control accounted for 60.5% of the share, wifi + smart to take up 34.2% share, single Smart Add Competitive Edge Weakening.
On the other hand, the increase in the number of family members after the second birth has brought about new changes in the capacity, frequency, and health requirements of washing and washing machines and has a great impact on the washing machine sector. State Department counselor and expert on population issues, Two-child "policy is aimed at women of childbearing age who have accumulated their needs for continued fertility and it has been estimated that this part of the stock will take about five years to be fully released and the peak of its fertility will occur in 2017 And 2018. On January 20, 2018, the National Bureau of Statistics disclosed that the number of two-child children in the whole of 2017 increased to 883,000 from 1.62 million in 2016, an increase of 11% over the same period of last year. Washing machines, large-capacity inverter drum represented by the popular products, especially with sterilization, health, washing and other functions of washing machines boarded the best-selling list.
Orville cloud network data, single drum wash market in 2017 10kg retail sales accounted for 18.9%, an increase of 13.5%, 9kg segment accounted for up to 30.5% of retail sales, second only to 36.9% of the 8kg segment. Drying become the key selling point to attract consumers, especially in the increasingly fierce competition in the terminal market, washing and drying machine was gradually in the high-end users, second-born families are familiar with and recognized. Haier Gemini Cloud Sang series, Little Swan Beverly duplex Drums, TCL-free washable drying drums and other representative products have achieved good market response, not only pulled up the average price of the brand but also successfully penetrate the high-end consumer groups, product mix and brand positioning to achieve a double upgrade.
Dryers into the rapid growth track, the brand is still there is a change of position
In the field of washing machine, the frequency conversion drums are nearly saturated, the follow-on power of the low-end pulsator is relatively limited, but the market prospect of the dryer is prosperous. In the United States, the ratio of the washer and the dryer is 1: 0.9, that of the European is 1: 0.6, The market is very mature, is still in its infancy in China, follow-up room for growth.
Aowei Cloud Network pointed out that from January to December 2017, the total sales volume of clothes dryer in the dryer market has increased by 101.5% and 140.2% respectively over the same period of the previous year. The brand rankings are still in the process of change. The leading brands have all been laid out. Among them, Heat pump dryer is the future trend. In the Ekang era market research data, the overall retail sales of clothes dryers in 2017 increased by 123.6% over the same period of last year, of which the direct-type clothes dryer decreased by 28% over the same period of last year, while the heat- A substantial increase of 214.9% .At present, the major washing machine brands for the high-end elite, infants and young children and other groups were widely distributed.
Haier heat pump dryer, for example, the first 56 ℃ drying technology to reduce heat damage caused by clothing, wool, silk and other delicate clothing can also be assured drying, the application of 5D positive and negative technology, gold 8: 1 positive and negative rotation speed Roasting, baking, and automatically shuffling without wrinkles The sunny Mini Dryer, which won the IFA Annual Industrial Design Innovations 2017 2017, has a capacity of 3 kg, can be placed separately and stacked and wall-hung, using stainless steel Bread soft inner tube, sterilization rate of up to 99%, equipped with six professional drying procedures, wifi things, but also automatically perceived clothing humidity.It is understood that Haier has the world's first standard dryer laboratory, covering 4,000 square meters , Conducted over 300 professional tests from 8 major dimensions.
In addition to the vigorous popularization of brand names, retailers to real-machine experience from the terminal retail channels to increase efforts to promote the dryer. December 21, 2017, the country opened the United States for a period of 3 months 'enjoy clean life' dry clothes Machine promotion season - 30 cities across the country, hundreds of stores at the same time to carry out clothing laundry activities experience.Customers just Gome APP or flash order, that is, the staff come to take clothes, within 8 hours Will be returned to dry clothes.
Overall, domestic washing machines enter the stock market, the growth rate tends to be flat, and the intensity of competition is only increasing. The growth forecasts and profitability of leading enterprises in terms of scale and technology are expected to surpass those of second-tier companies. Looking forward to 2018, Home appliances to the countryside product updates and other favorable factors to promote the drum-based demand will help the industry to pull up the average price, driving steady growth in sales.
