With the acceleration of the upgrading of consumer structure, high-quality and healthy life has become a new driving trend in the appliance market. Free-sounding washing machines, air-conditioners, air-purifying bacteria-free refrigerators, steam washing hoods, anti-blue-eye-protected televisions...
The consumption trend announced by McKinsey in early February showed that consumers are more concerned with a healthy lifestyle than ever before. Alibaba Health released data also showed that health spending in 2016 increased by 54% year-on-year, an increase over beauty and clothing consumption.
Consumers' health considerations clearly define the direction of development for the company's research and development. Each company actively develops its health path with its own product advantages. Haier has completed the transformation and upgrading from 'air-conditioning' to 'air-making'; the United States' 'live water wash out' The concept of "bathing" redefines the new standard of healthy bathing; TCL is also raising healthy home appliances to the strategic level of the product brand. It is understood that TCL washing machine will stop investment in research and development of non-polluting washing machine products this year, and will stop production in 2020. Contamination-free washing machine.
Traditional home appliance products are gradually becoming closer to 'healthy', and the emerging healthy home appliance categories also show rapid growth.
According to the “2017 China Residents’ Consumption Development Report”, in 2017, the output of air purifiers, domestic sales were 13.57 million units and 4.44 million units respectively, an increase of 26.1% and 2.3% year-on-year; domestic water purification equipment production and domestic sales were respectively 16.29 million units, 14.77 million units, an increase of 11.4% and 12.6%; embedded steamer sales reached 538,000 units, an increase of 56%, sales of 3.40 billion yuan, an increase of 55.7%. According to forecast, the 2018 steamer Sales will also maintain growth of more than 50%.
When 'National Health' rises to the national strategy, health has apparently evolved into rigid demand. According to Lu Jiebo, the deputy secretary-general of the China Electronic Chamber of Commerce, overall, with the awakening of the health awareness of the whole society and the constant pursuit of the quality of consumer life, ' "Healthy consumption" has become a new force driving the upgrading of the current home appliance market. At the same time, this is also in line with the requirements of home appliance companies in this period to lay out a large health market.
Of course, the rapid expansion of the market has brought about unlimited development. At the same time, there are also issues that cannot be ignored. For example, some products that use health as a selling point lack industry standards and norms, and there is no shortage of functions such as excessive marketing and chaotic prices. He also pointed out that if you want to continue to dig deeper into health products, you still need to meet consumer demand and fill more consumption possibilities.
In short, health is an opportunity for technology evolution and consumer upgrade. Appliance companies should seize this opportunity to redeploy their own product strategies. All of them are user-centered, rather than creating a variety of gimmicks.