Product upgrading is a major trend in the laundry market. The representative product is the continuous increase in the share of drum products, and the washing and drying roller, which is an important component of the roller, has a good performance. The monthly monitoring data of Zhongkang Line is displayed. From January to May in 2018, the accumulated retail volume of drum products has reached 49.3%, and the share of drums for washing and drying is 15.5% (Washing Machine Market = 100%). The year-on-year statistics show that the year-on-year growth rate of drum washing machine retail sales is - 6.9%, of which, the growth rate of single-washer retail volume was -21.7% compared to the same period of last year, and the growth rate of one-piece washing-drying cylinder was 57.1%. It can be seen that the one-washer-drying cylinder has become a pusher for the development of cylinder products.
So, what will happen to it in the future? Today, Xiao Bian will discuss with you the development of the washing and drying drum. For reference and comparison, we introduce another selling point of the drum washing machine - frequency conversion. Everyone knows In the current washing machine market, the market share of variable frequency drums has been growing very high. The monthly monitoring data of China Yikang Line shows that the retail volume of variable frequency drums has reached 96.5% (drum = 100%). It can be said that 'no frequency conversion is not a roller' The development process was traced back. In 2005, the share of the frequency conversion drum in the drum was only 0.2%, while the integrated dry cleaning rate was 10.8%. It can be said that the drying function has a better starting point than the inverter function, so why dry one? The development of the drum has been far behind in the inverter. What factors will affect the development of the washing and drying drum? Xiaobian believes that there are the following reasons.
One: Consumer demand factors
The application of frequency conversion on the drum washing machine is mainly to solve the needs of consumers for energy saving and noise reduction; and drying is the inconvenient demand for consumers to dry clothes. Comparing these two needs, it is not difficult to find that the first one can be said. It is a kind of 'rigid demand'. Because, at the beginning, consumers only need to use the drum washing machine, it will inevitably bear the noise of high-speed operation of the motor when the drum is dehydrated. This is a universal, common pain point, and it is not convenient to dry. It is a pain point with limitations, more is a case. From the urgency and importance of demand, frequency conversion is more easily accepted by consumers. Therefore, consumer demand or consumption concept will bring the growth of the washing and drying drum Certain influences also indicate that the drying function does not achieve such a high share as the frequency conversion function.
Two: the selling power of the selling point
The drying function of the drying drum has always been the premium selling point of the drum. Compared with the premium capability of the inverter function, the drying function is even better than one. We can find that with the development of the industry, the premium ability of the selling point of the frequency conversion function is gradually Lower, because as a function selling point with a penetration rate close to 100%, there is no ability to convince consumers to pay a high price difference. Similarly, as market competition and technology advance, the premium capacity of drying function is also declining. There is already a washing and drying integrated drum of about 3,000 yuan on the market. The sinking of the price has a certain boost to the market share expansion of the washing and drying machine.
Three: factors in the stage of market development
As we all know, 2008-2013 was the time period for China to launch home appliances to the countryside, trade-in, and energy-saving subsidies. After the stimulus policy was over, the washing machine industry lost its momentum of rapid growth and the market entered a consolidation period. Manufacturers need to compete for the market. Began to upgrade products to enhance the competitiveness of their own brand products in the market. The washing machine market began to add to the function of washing machines. 'Variable frequency' as a representative of high-end selling points at that time, has been accepted by consumers, manufacturers quickly promote the frequency conversion products Development, its share has been improved, 'frequency conversion' ran ahead of many functions. In 2016 and afterwards, the growth of the share of drums for washing and drying was also inseparable from the constant push of washing machine manufacturers. Because of the traditional product category adjustment There is no new idea, drying function is a good choice. But there is another possibility: the emergence of a new feature selling point, drying the attention of the degree of decline.
IV: The impact of alternatives
As a derivative product of washing machines, clothes dryers have a large capacity for drying clothes and fast drying speeds. It can be said that 'specialty in the medical industry' is available. The monthly monitoring data of the Zhongkang Line shows that the clothes dryers (from May to May 2018) The growth rate of retail sales of the dryers was 22.2% year-on-year. Although this indicates that the consumers' demand for drying has increased, and at the same time it is a resistance to the growth of the dryer drum, consumers will choose to be more efficient in drying. High, dryer products with better drying effect, and discarding the dryer drum.
Based on the above, Xiaobian thinks that the washing and drying drum product will have a good development in the next period of time, but its market share will not be as high as the frequency conversion product, and may only reach half of the market share (2018 1- The share of retail sales of drums in the next level of the market in May was 37.4%). Messages are welcome to share!