After entering the market in May, the washing machine market remained sluggish overall. Nail Technology noticed that from the monitoring data of the Yikang line, both retail sales and retail sales showed a year-on-year decline.
From the perspective of retail sales, the offline market for washing machines in May fell 16.9% year-on-year, and from a retail sales point of view, it also fell 7.6% year-on-year. Relatively speaking, retail sales declined by less than retail sales, reflecting the industry’s decline. In the overall transformation to high-end development.
In terms of brand performance, the head brands of Haier, Little Swan, Midea, and Siemens accounted for 31.1%, 17.7%, 9.2%, and 7.3% of the retail sales, respectively, and the retail sales share was 34.1%, 18.0%, and 6.6% respectively. , 11.7%.
Nail Technology has noticed that Haier maintains its absolute superiority both in terms of retail sales and retail sales. No single brand behind it can challenge it. This also puts the washing machine market in a stable and competitive position.
However, it should be noted that both Midea and Little Swan are actually brands owned by Midea Group. Its total retail sales share is close to 30%, which is still a big threat to Haier.
If viewed from a year-on-year increase, Nail Technology notices that Haier's performance is still outstanding. In terms of retail volume, Haier decreased 3.3% year-on-year, lower than the overall decline of 16.9%, and more importantly, its share of retail sales increased by 8.2% year-on-year. %, This shows that Haier’s high-end strategy has achieved significant results.
Among all statistical brands, apart from Haier, there are brands with excellent performance over the same period of last year, including Hisense. The data shows that Hisense is the only brand whose amount is increasing year-on-year, its retail volume increased by 4.5% year-on-year, and retail sales are the same Growth of up to 17.3%.
Compared with domestic brands, Nail Technology noticed that the overall performance of foreign brands was poor. For example, the retail sales and sales of Bosch washing machines surpassed the overall decline in the market, with retail volume falling by 24.3% year-on-year, and retail sales falling by 19.9% year-on-year. Siemens washing machines Like Bosch, retail sales and retail sales both showed year-on-year declines, with declines of 28.4% and 22.7%, respectively.
According to analysis by the observatory's observer Ding Shao, in the depressed market environment, the washing machine market is more stable than ever, and the survivability of domestic brands is stronger than that of foreign brands. In the future, domestic brands need to strengthen high-end transformation. To ensure that even if the sales volume is in a moderate growth or even a decline, the retail sales and profits have a positive year-on-year growth, with structural adjustments waiting for the market to reverse.