On March 30th, the '2018 Press Conference on the Statistics of Commodity Sales in the Chinese Market' organized by the China Business Confederation and the China National Business Information Center was held in Beijing. The conference relied on retail big data to lead the brand to a new era of consumption. For the theme, the main features of the 2017 China Consumer Goods Market are analyzed. The development trend analysis, the 2017 Chinese market characteristics of home appliances, clothing, food, detergents, cosmetics and other commodity markets, the results of the 2017 China market commodity sales statistics, etc.
Vice Chairman of China Chamber of Commerce, Director of China National Business Information Center Wang Yao
At the conference, Wang Yao, Vice Chairman of the China Chamber of Commerce and Director of the China National Business Information Center, released the '2017 China's Consumer Economy Operational Status and 2018 Development Trends', and conducted data from seven areas with large amounts of data and accurate cases. Detailed explanation. Among them, the home appliance retail market has the following characteristics in its operation in 2017:
Large-scale retail enterprises accelerate the growth of retail sales of home appliances
According to the China National Business Information Center, retail sales of household appliances of 100 key large retail enterprises nationwide increased by 2% year-on-year in 2017, an increase of 1.5 percentage points over the previous year, and a positive year-on-year growth for two consecutive years. Data from the National Bureau of Statistics Looking at, retail sales of household appliances and audio-video equipment above designated size increased by 9.3% year-on-year, and the growth rate accelerated by 0.6 percentage points from the previous year, which still maintained a rapid growth rate. Consumption upgrade, raw material price increase led to price increase, and previous real estate sales It is better to be the main reason why the home appliance market continues to maintain rapid growth in 2017.
Air-conditioning retail sales of large-scale retail enterprises have increased significantly
According to statistics from the China National Business Information Center, the retail sales of air-conditioners for major retail enterprises nationwide increased by 11.4% year-on-year in 2017, with an increase of 10.4 percentage points over the previous year; the retail sales of washing machines fell by 1.2% year-on-year, and the decline was 0.1% over the same period of last year. Percentage points; retail sales of refrigerators decreased by 0.8% year-on-year, a decrease of 3.6 percentage points from the previous year. Air-conditioning sales were mainly affected by consumption upgrades and high-temperature weather.
Reduced retail prices of home appliances and audio equipment
In 2017, although the overall price of household appliances and audio-visual equipment in China continued to decline, the decline was narrower than last year. According to the data from the National Bureau of Statistics, the retail prices of household appliances and audio-visual equipment products fell by 0.2% year-on-year, which was a decrease from the previous year. Narrow by 1.6 percentage points. According to the situation reflected in the market, air conditioners, refrigerators and washing machines all have different price hikes. Among them, refrigerators are subject to rising costs and new energy consumption standards, and the price increase rate is relatively large; As a result, the proportion of high-end washing machines has increased, which has led to higher prices; the air-conditioning market has also achieved price increases on the basis of an increase in the proportion of smart air conditioners, wall-mounted air conditioners and central air conditioners.
Focus on large-scale retail enterprises home appliance market concentration generally improved
According to the statistics of the China National Business Information Center, in 2017, the market concentration of the four types of large home appliances in color TVs, key room air conditioners, household refrigerators, and household washing machines of major national retailers increased compared to the previous year. Among the comprehensive occupancy rate, 93.2% of color television sets were up 1.9 percentage points from the previous year; room air conditioners reached 86.9%, 2.5 percentage points higher than the previous year; household refrigerators reached 81.5%, 3.2 percentage points higher than the previous year. Household washing machines reached 83.3%, an increase of 2% from the previous year.
In addition to the four types of large appliances, the market concentration of other household electrical appliances categories also increased over the previous year. According to the statistics of the China National Business Information Center, the combined market share of the top ten branded rice cookers in major national retail enterprises in 2017 was 84%. In the previous year, the percentage rose by 0.5%; the number of electric heaters was 79.5%, an increase of 5.3% over the previous year; electric water heaters were 78.8%, an increase of 5.8 percentage points over the previous year; household electric fans were 81.4%, an increase of 3.2 over the previous year. Percentage; range hoods were 83.1%, an increase of 9.6 percentage points over the previous year; air purifiers were 73.4%, an increase of 2 percentage points over the previous year.
Small household appliances market has broad prospects for development
As China’s residents’ consumption levels increase and the main consumers are young, people have more and more updated requirements on the brand, quality and function of home appliances. With the home appliance market nearing saturation, small home appliances have new brands and rich functions. The product has a fast iteration and so on, and the market has a relatively large space for improvement. On the other hand, as consumers’ demands for their own and their family’s health have increased, the market has significantly increased indoor air purification, moisturizing, and food preparation, food preservation, and cutlery. The need for cleaning and other functions, therefore, health-related small appliances will usher in rapid growth.
Consumption upgrade will drive the rapid popularization of high-end intelligent home appliances
Quality, technology and innovation are still the key to the growth of the home appliance market in 2018. In the past, the home appliance market dividend came from the population growth and urbanization brought about by the popularity of home appliances, while the new era of home appliance consumer dividend will be concentrated in the consumption upgrade driven The demand for high-end home appliances continues to expand. At the same time, the prices of upstream raw materials are still at a relatively high level. The current status will accelerate home appliance companies to adjust their product mix as quickly as possible, and provide a steady increase in profits through the provision of diversified, differentiated and personalized home appliance goods. The intelligent transformation of household appliances enterprises will focus on creating intelligent, humane, and practical family life scenarios for consumers, centering around the family's dietary health, air purification, water quality safety, environmental moisture, and entertainment-rich living needs, through mobile Internet, artificial Technology such as intelligence brings more comfortable and convenient life to consumers.
Online shopping will boost the integration of urban and rural household appliances market
The implementation of the rural revitalization strategy and the realization of the goal of building a well-off society in an all-round way will effectively promote the rapid growth of rural residents and low- and middle-income groups in the future, and boost their consumption levels accordingly. At the same time, as the online shopping market continues to expand in size, The business expansion line will gradually shift from urban to urban and rural areas, and the commercial infrastructure such as rural logistics and retail outlets will continue to improve. The rural online shopping market will rise rapidly, effectively reducing the gap between urban and rural consumer goods brands, quality, prices, and services. , It will become an important boost to the integration process of the urban and rural consumer goods market. In 2018, home appliance chain companies and e-commerce giants will accelerate the promotion of the branding of rural home appliance market and the chain operation channels to maintain a healthy, stable, and relatively fast home appliance market for China. Growth injects new vitality.
In addition, the conference also released the leading brands for the 2017 China merchandise sales statistics (including apparel, food, household appliances, and washing daily chemicals) based on the results of the 2017 China market merchandise sales statistics, including An Lifang, Bosideng, Three Shots, and Sessite. , Aimo, Hosa, Tongniu, Hengyuanxiang, Youngor, King Jiumu, Seven wolves, Water babe, Balabala, Zhuangzi, Jenbei, Goldlion, Shanshan, Romon, Snow, Georg, Schlumberger, Goreth, Beethoven , Xin Xuezhu, Yibo, Yanghe, Guchuan, Yurun, Fulinmen, Wong Lo Kat, Blue Moon, Lao Temple, Yayi, Emmett, Wanhe, Gree, Hisense, Midea, Haier, Fang Tai et al.
Chairman of China Business Federation Jiang Ming
According to Jiang Ming, President of the China Business Federation, the new era has set new requirements for the retail industry. The China Business Federation, the All China Business Information Center, will strengthen its sense of responsibility under the guidance of the socialist ideology of Chinese characteristics in the new era of Xi Jinping and do a solid job. Good business statistics and big data tracking to promote healthy brand development and win-win industrial and commercial goals, to better serve companies, serve the industry, serve the government, serve the society, promote the improvement of China’s commercial quality, and make high quality development for China’s consumer goods market New contribution.