With the improvement of the overall domestic consumption level, people are paying more attention to the quality of life, especially the demands on the home environment. As a result, clean electrical appliances that improve the home environment have become hot in recent years, and the market scale has expanded. Vacuum cleaners, cleaning appliances such as scent meters, began to enter the homes of ordinary people.
According to statistics, vacuum cleaners are typical representatives of clean electrical appliances. In developed countries such as Europe, the United States, Japan, and South Korea, the penetration rate in the 1990s has approached 100%, and it has become almost an essential household appliance for every household. 1. In contrast, the prevalence of vacuum cleaners in domestic households is only about 11%, which is nearly 90% different from that of foreign countries.
It can be foreseen that there will be huge room for development in the future vacuum cleaner market in China.
Domestic clean electrical market has great potential
Speaking of this category of clean appliances, many homes in the country may be unfamiliar, but if they say vacuum cleaners, funeral devices, and sweeping robots, these real products are believed to be understood by most consumers.
In particular, the sweeping robot products of the fire in the past two years, the ultra-modern sense of technology has evoked the psychology of many consumers. With 80, 90 becoming the main force of consumption in the home appliance market, sweeping robots have begun to walk into their independence. The list of must-have small household appliances that life opens.
Of course, the experience of early sweeping robots may not be satisfactory to consumers. There is still room for improvement in terms of noise, life, intelligence, stability, and cleanliness. However, today, sweeping robot products are It is becoming more and more mature and increasingly intelligent. At the same time, parameters such as cleanliness, endurance and noise are constantly being reformed. Nowadays, as a cleaning assistant, products that extend the family's deep cleaning cycle are already adequate.
In addition, as a typical cleansing appliance, vacuum cleaners have seen rapid development in the past two years. According to data from Yikang, the overall sales of vacuum cleaners increased by 30.2% year-on-year in 2017, with a total of 15.668 million units sold, which is far faster than the home appliance industry. The overall level. At the same time, the rapid growth of the market scale has also provided new impetus and direction for the development and strategic transfer of clean appliance brand enterprises.
According to industry insiders, the current awareness of consumers in pursuit of quality of life has gradually grown and strengthened due to the improvement of economic conditions, and people’s demand for clean electrical appliances is increasing. In the future, clean appliances represented by vacuum cleaners will enter a golden period of growth. .
Overseas giants target China market
It is precisely because the penetration rate of domestic clean electrical appliances is much lower than that of developed countries such as Europe, the United States, Japan and South Korea, and the clean electrical appliance market in China has become popular in the past two years. The potential is outstanding. Coupled with the current domestic high-end appliances, especially the presence of high-end clean electrical appliances, makes Many overseas giants gathered in the domestic market and they shifted their strategic development plans to China.
Dyson can be said to be China's earlier overseas giant of clean electrical appliances. Its domestic development has just followed the market trend of domestic clean electrical appliances. Dyson has been taking the high-end home appliance line since entering the Chinese market. The products are of high quality both in terms of process quality and technology. When many domestic brands tried their best to reduce costs and transform smart home, Dyson's focus on home appliance quality just happened to fill the gap in the domestic high-end market. Admittedly, Dyson is The market development of China Clean Appliances has a certain leading role.
In addition, not long ago, the United States clean appliances experts, the first brand of American vacuum cleaner Shark also announced its formal entry into China. In 2018, Shark plans to fully enter the domestic high-end vacuum cleaner market through strategic channels such as Tmall, Jingdong, Sam, Suning and Gome. A new round of killings was launched at Dyson. Shark said that it will speed up the distribution of boutique department stores in China's first and second-tier cities and enhance brand awareness and reputation in the Chinese market by deepening user interaction and deepening brand experiences.
At the same time, Shark brought a brand new vacuum cleaner product, the S9 dual head vacuum cleaner, for the development and upgrading of Chinese homes. This opened the battle for the high-end market of Chinese vacuum cleaners.
The rapid rise of domestic brands
In contrast, domestic clean electrical appliance brands have also developed rapidly in the past two years. Take puppy electronics as an example, in 2016, puppy electronics successfully landed on the new three boards, becoming the first domestic “Internet appliance”, with a valuation of 1 billion yuan. In 2017, during the Double Eleventh period, the puppy's single-item electric appliance sold 20 million yuan in one minute, and the annual sales amounted to nearly 700 million yuan; in 2018, the puppy's electric appliance D-610 in addition to the vacuum cleaner, in the world 54 More than 6,400 outstanding products in each country stand out and won the German iF design award.
Tan Chong, the founder of puppy electronics, believes that with the increase in the level of national consumption, vacuum cleaners will become the necessities of life for the emerging middle class. The market space is very large. And the facts also confirm his judgment, according to China’s CNKI.com network. Data, Since 2005, the domestic demand for vacuum cleaners has maintained an annual growth rate of over 10%.
It can be seen that with the rising trend of consumption upgrades, the future domestic clean electrical appliance market will surely become the new home of the home appliance industry.