GFK China released its "2017 Annual Report on China's Electronics Industry" on February 7, 2018. It shows that for the first time in China, the total retail sales of consumer technology products exceeded 2 trillion yuan for the first time, and the growth of home appliances and telecommunications products Of which major household appliances and small household appliances retail sales reached 433 billion yuan and 291.4 billion yuan, an increase of 16% and 14% respectively, telecommunications products to 1.0268 trillion yuan, an increase of 16%.
GFK China believes that China's home appliance industry is ushering in two major opportunities: First, the upgrading of domestic consumption and second, the opportunities for the national policy of the Belt and Road initiative. If we say that the past three years have seen the sprout and incubation stages of consumer upgrades, Then the next 3-5 years will officially enter the growth and explosion of consumer upgrades for China's home appliance industry, which contains the unlimited potential for consumer spending.
Big appliances to 'big' beat the market volume and price go up
Not difficult to find, the sale of the ice on behalf of the black household appliances to the direction of the 'big' continue to move forward, large-size TV and curved surface TV sales; 10kg high-capacity washing machine drum popular; cross the door on behalf of the products Become a bright spot in the refrigerator industry; home central air-conditioning popular, individual brands launched five home Guiji.
According to the 2017 Annual Report on China's Electronics Industry, in the case of curved TV, the retail sales, online market and Tmall's retail sales grew by 24%, 102% and 106% respectively over the same period of previous year; Inch TV increased by 48%, 120% and 123% respectively in the above three major areas; the overall market of 450-liter large-capacity multi-door refrigerator increased by 72% and the growth rate of Lynx reached an astonishing 458%. * * MERGEFORMAT
(Source: GFK China)
Not only the size and capacity of the bigger and bigger, the domestic unit price of large appliances also with the product structure changes have been significantly improved, GFK China data, 2017 air-conditioned line unit price from 2788 yuan in 2016 increased to 2945 yuan; Washing machine (online) customer price from 1273 yuan pulled up to 1418 yuan; refrigerator customer unit price (online) climbed from 1782 yuan to 1980 yuan.
The above changes are obviously related to the pursuit of quality of life, per capita disposable income increased, the number of large families, living space improvement and other factors.Really, major home appliance brand product strategy mainly around the use of intelligent, high-end, personalized customization Push up selling expensive.
GFK China forecasts that retail sales of China's technology consumer market will exceed 2.3 trillion yuan by 2018, while retail sales of large appliances will reach 450.8 billion yuan, up 4% over the same period of last year. Small household appliances will reach 320.4 billion yuan, up 10%.
Health-related appliances is the user's constant pursuit
After 90 into the middle-aged worry about hair loss single, mug with wolfberry is the trend, nearly three thousand dollars Dyson hair dryer praise rate of 99% ......
These seemingly unrelated but actually quite implicated phenomenon, behind a common fact: the rapid development of science and technology today, the user is ultimately the pursuit of health-friendly home appliances is still the pursuit, not just purely stylish or series of tall names Products. So in 2017 does not hurt the hair of the ion hair dryer; Retained nutrition broken machine; skin care beauty instrument; oral health electric toothbrushes, health pots; partition washing washing, high temperature sterilization of the machine; with haze decontamination, air purification , Dehumidifier moisturizing air conditioners; water purifiers, fresh air systems, air purifiers and other products, online and offline are dazzling performance.
GFK China data show that the online retail sales growth rate of water purifiers increased from 11.0% in previous year to 37.5% in 2017; retail sales of electric toothbrush increased by 92% over the same period of previous year, of which online retail sales increased by 103%; air The year-on-year net profit of purifiers increased from 17.3% to 30.2% in 2017.
(Source: GFK China)
Users 'awareness of health promotion drives up the willingness to spend. With the help of new technologies and diversified sales channels, users' awareness of products is enhanced. Under the general environment of pursuing quality life, users are paying more attention to health than ever before. Health considerations have become an important indicator of the user to buy appliances.
Looking forward to 2018, from the demand side, changes in the main consumer, population structure and purchasing habits make the consumption of domestic appliances diversified. Individual aristocrats based on hedonic pursuit of personalized and high-tech products such as mural air-conditioners and murals TV, cabinet washing machines, etc .; large capacity, health products favored by the multi-family population, such as massive refrigerators, washing washing machines category; the elderly demand for the product, focusing on simple and convenient, easy operation, such as dishwashers, Products and so on.
From a technical point of view, the development of AI creates opportunities for traditional vendors, Internet vendors, online platforms and content providers. Artificial Intelligence has become a new bright spot for Black's 2017, and smart voice technology is rapidly penetrating home appliances. Smart Audio as a smart Household entrances will be detonated in 2018. Currently, China is the largest single market for smart appliances globally (excluding North America).
