In recent years, with the rise of young consumer groups, coupled with the sun when clothes are drying, and secondary pollution caused by air, secondary problems such as air pollution have attracted attention. Easy, healthy and convenient drying methods have gradually been adopted by more Chinese families. Recently, China The content of the “White Paper on China Dryer” (hereinafter referred to as the 'White Paper') published by the Home Grid Combined Dryer Enterprise shows that the dryer market is developing well and is in a period of steady growth.
According to the data from Ove Cloud Network, the retail sales of dryers in 2016 reached 472 million yuan, an increase of 134% year-on-year; the retail sales of dryers in 2017 reached 1.135 billion yuan, an increase of 140% year-on-year; and the first quarter of 2018 The sales revenue of the clothes machine market reached 327 million yuan, of which the online market retail sales totaled 80 million yuan and the offline retail sales reached 247 million yuan. The retail market scale of the e-commerce market accounted for 32.3% of the overall market. Visible as the middle class is healthy, The formation of the concept of quality consumption, the dryer is increasing attention.
Dry clothes are not as good as clothes?
Drying clothes has always been a traditional Chinese practice, because the sun is always free, but carefully, the 'free' sun is not so easy to use. Northern winter haze can cause a lot of pollutants to adhere to the surface of clothing; The cold and wet winters in the South will make the clothes moldy and breed bacteria; the sun exposure will make the clothes decolorize. The White Paper points out that under these extreme weather conditions, how to dry clothes is a common requirement for consumers. problem.
There are always some misunderstandings about the dryers. In fact, compared with drying clothes, clothes dryers can save time, labor, sterilization, and dust. This is in line with the current concept of consumers pursuing quality of life and healthy life. The White Paper analyzes that due to weather restrictions, the traditional clothes model can no longer meet the current escalating consumer demand. The clothes dryer can enable consumers to get rid of the weather restrictions and enjoy a healthier 'dry-clothing model'. Perhaps we can From the following two different kinds of weather, the difference between the drying clothes and the drying clothes of the clothes dryer can be seen in the comparison data:
1. Dry clothing with hazy weather, PM2.5 and other harmful particles in the air and heavy metal dust adhere to the clothes, which will cause skin and health problems, especially for infants and sensitive children. Drying clothes dryer After the clothes are washed, they are directly put in a clothes dryer for drying. They do not come in contact with outdoor air, avoid outdoor dust, bacteria, etc., and use hot air and temperature to remove the moisture inside the clothes. High temperatures can remove the bacteria on the clothing surface.
2. Dry clothes on cloudy or rainy days. Drying due to high humidity in the air, dry and easy to breed maggots and other bacteria, so in the rainy weather, often can smell a musty clothing. Drying clothes dryer It is the use of hot air and temperature to take away the moisture inside the clothes, not affected by the weather, so even in high humidity environments, such as rainy weather, clothing can be fully dried to avoid the growth of bacteria.
At present, the dryer products on the market include exhaust dryers, condensing dryers, and heat pump dryers. According to data from Ove Cloud Network, in 2017, heat pump dryers account for the overall dryers. 68.8% of retail sales, condensing sales accounted for 14.7% of total sales, and exhaust (inline) accounted for 16.1% of total sales. It can be seen that heat pump dryers are the main products in the current dryer market.
The analysis of the “white paper” pointed out that in the heat pump type clothes dryers, Siemens Home Appliances, Little Swan and other brands performed better. Siemens Home Appliances' iQ500 series dryers launched in July 2017 were equipped with the Home Connect home connected system, and the smart technology was added to the Daily clothes care, promote the process of the dryer into the 'wisdom life'; Bosch home appliances 6 series dryers, set up sterilization and baby drying function for maternal and child health; at the same time, Siemens home appliance dryer with heat pump drying Technology, self-cleaning condensing system, and iSensoric are the three core technologies, using high-sensitivity humidity sensors to directly determine the wet and dry state of clothes through the conductivity of clothes, which is faster and more sensitive than indirect sensing through temperature sensors. Better care of fabrics; Little Swan launched the 'steam-free-ironing' dryer in April this year. It features the 'steam-free-ironing' technology. It uses a steam generator to quickly heat and evaporate water. The heated water vapor matches the roller's Turn, steam ironing the clothes during the drying process. And, the dryer supports large capacity of 10 kg and quick-drying for 20 minutes; Haier Clothes pioneered the field of machine reversing 5D technology, reversing the inner cylinder, improve drying efficiency. Many brands frequently push the new layout started in the industry to respond to ever-changing consumer demand in the market.
'Quality Revolution' Welcomes Development Opportunity
With the help of new technologies and constant influx of brands, China's dryers industry is booming, but its penetration rate is still too low compared to countries in Europe and America that have developed dryers as essential household goods. The data shows that the popularity of clothes dryer products in Europe and North America is 60% and 90%, respectively, including public washing machines, apartment-style self-service laundry rooms and other places have clothes dryers. China's dryer products The penetration rate is very low. Except for household use, schools and some commercial applications, the popularity rate of dryers is less than 5%.
Wang Weiqing, Senior Vice President and Chief Sales Officer of Bosch Electric Appliances (China) Co., Ltd., stated to China National Grid that the current domestic dryer market penetration rate is relatively low. The underlying reason is that consumers have unclear understanding of dryers. Many people think that clothes dryers are dryers or dehydrators. They don't know that clothes dryers can quickly dry clothes while they are still bactericidal, dust-proof, color-preserving, and effectively protect their clothes. 'Also consumers are worried about drying clothes. The machine is not easy to use to dry, worry about the price is too expensive, think the sun is better, feel the balcony too small clothes dryer too occupied the place, etc., these perceptions have hindered the popularity of clothes dryers.
However, as the new middle class becomes the main force in household appliance consumption, the change in their consumption patterns has gradually led to the development of the dryer industry and the popularity of products. According to the “China Middle Class User Behavior Report” published by Ovey Cloud Network, The class attaches great importance to some of the quality and details of home appliance consumer products. It has very high requirements on the attributes of the products themselves, of which the quality has already accounted for 61%. In the past, the most concerned about the cost performance has been reduced to 41%. In this environment, the price is not Second, the determinants of consumer purchasing behavior, the emerging middle class and young consumer groups are more willing to use high prices to buy high-end products to enjoy a higher quality of life.
In addition, with the full opening of the two-child policy, the drying of children's clothing is put on the agenda by new generations of parents. The clothes of expectant parents and infants and young children need to be changed frequently, and a lot of clothes need to be dried in time. This part becomes a dryer. Just need the crowd. On the other hand, the high prices of Kita-Shangguang, hesitant to use more than 100,000 space to dry clothes; co-tenant crowds are eager to solve the problem of cohabitation and drying clothes in apartments; some returnees have developed abroad. 3. The use of clothes dryers requires daily clothes dryers.
'The new things are recognized and accepted is a certain amount of time,' said Wang Weiqing. 'The European dryers have been around for 80 years, but China has only recently introduced them. It is true that the dryers at the initial stage are still needed. The cultivation period of the market. 'But as stated in the White Paper, the Chinese consumer market is facing a 'quality revolution'. With the pace of consumption upgrading, the national dryer market will usher in a rare opportunity for development. Can be expected.