After 80 and 90 became the main consumers, the per capita disposable income increased and the consumption concept escalated and other multiple factors, high-end intelligent electrical products gradually became the new darling of the market. In Europe, America, Japan, South Korea and other developed countries, the popularity of vacuum cleaners exceeded 90%. Dishwashers and other products have also ushered in a wave of 'forcing' upgrades at home, and prices have skyrocketed.
When the company's power grid consulted Yikang's relevant data, it found that the total sales volume of domestic vacuum cleaners increased by 30.2% year-on-year in 2017, and the nationwide market sold a total of 15.668 million vacuum cleaners, which exceeded the overall growth rate of the home appliance industry. The data also showed that the vacuum cleaner category is releasing tremendous potential in the first quarter of 2018. The market size reached 4.29 billion yuan, an increase of 25.85% year-on-year. In March this year, it reached retail sales of 1.71 billion yuan, an increase of 64.7% year-on-year. Vacuum cleaner products became three. The fastest growing home appliance category in the month.
The vacuum cleaner market is broad.
In contrast to developed countries, vacuum cleaners are still niche products. The penetration rate is only about 11%. However, with the gradual increase in national awareness of environmental protection and healthy living, the growing demand of the middle class and the scale of the pet market The positive factors such as rising are driving the rapid expansion of the vacuum cleaner market.
In addition, with the development of technology and the landing of smart homes, based on the high-end, smart home appliances market has great potential. The rapidly expanding market demand and rising spending power have become the driving force for high-end vacuum cleaner products. It also gave birth to specialized brands such as Dyson, Wright, and Puppy, as well as integrated home appliance companies such as Panasonic, LG, Midea, Philips and Haier.
According to the search of the e-commerce platform, domestic vacuum cleaners are sold at prices ranging from RMB 300 to RMB 4000. The prices of handheld wireless cleaners such as Dyson, Lake, and puppies are generally in the range of RMB 3,000 to RMB 4,000. In the top ten vacuum cleaners, the price is basically above 3,000 yuan. This means that in the category of vacuum cleaners, high-end products are more popular among consumers and fall into the curse of 'more expensive, better sell'.
Foreign brands come under threat
Because the penetration rate of domestic clean electrical appliances is far lower than those of developed countries such as Europe, the US, Japan, and South Korea, it has become a new blue ocean in the international vacuum cleaner market. In addition, as China's consumption upgrades in recent years, consumers are more willing to pay for high-end products, and thus attract Many international brands entered the Chinese market and competed in the Chinese market.
In 2013, Dyson entered the Chinese market with a vacuum cleaner with a price of RMB 3,000. It opened the way for the high-end vacuum cleaner market in China. The Chinese market has gradually become the third-largest region for Dyson's turnover. Although foreign brands are eyeing the domestic vacuum cleaner market, but domestically Professional vacuum cleaner companies also cannot be underestimated. According to China Excellency Data, Lake has a market share of 24.7% in the vacuum cleaner offline market in China, second only to a 33.2% share of Dyson.
According to industry analysts, the vacuum cleaner market has developed rapidly in recent years, but it is still in the niche category. This means that the vacuum cleaner market has tremendous potential for development. At the same time, vacuum cleaner companies need innovative technologies to meet the growing needs of consumers and bring consumers To comfort experience, to stabilize the existing market scale, and gradually open up the market. In the future, the vacuum cleaner market can usher in a real golden age.
Ocean, soil brand competition is fierce, localization is the key
In fact, vacuum cleaners are not a new category of home appliances. In the 1990s, the penetration rate in developed countries such as Europe, the United States, and Japan had exceeded 90%.
According to the survey, in the developed countries, 26% of the interviewed users own two vacuum cleaners, and 6% have more than three vacuum cleaners. In Japan, the vacuum cleaners have reached 146 units per 100 households.
Vacuum cleaners have also changed with the development of science and technology. Early vacuum cleaners were mainly based on plug-in mechanical devices. Due to the constraints of cables, there were many inconveniences in the cleaning process, and noise was also generated. In addition, due to unreasonable design, vacuum cleaners were While working, it cleans and generates new dust. Nowadays, high-end vacuum cleaners have become the mainstream rechargeable handheld vacuum cleaners. Each charge can guarantee 100 square meters of space for cleaning needs. The scope of action is wider and more convenient. Performance The lift gives the vacuum cleaner enough room for premium.
At the same time, the application scenario has also been broadened. The horizontal vacuum cleaner can only clean the ground by dragging the collection bucket. The handheld type only needs to change the interface to realize the ground, walls, even clothes, quilts, etc. Can also eliminate locusts in the quilt.
However, despite the increasing role of vacuum cleaner products, differences in Chinese and foreign environments can cause foreign brands to encounter difficulties in entering the Chinese market. For example, European and American countries use carpets on the ground, and domestic floors mostly use ceramic tiles. Therefore, the design of vacuum cleaners should be specifically targeted. Tiles are cleaned, and some stubborn stains can be removed at the same time. In addition, there is sufficient convenience and strong cleaning capacity for the health corners, and it is suitable for all kinds of scenes, such as air conditioning cleaning.
Only products with excellent quality, better service, and more in line with China's national conditions will be able to welcome better opportunities for development in this round of ocean and land brands.