Compared with the 55-inch LCD TV that sells for less than 3,000 yuan, the price of the embedded sink dishwasher is often as high as seven or eight thousand yuan. This is an incredible thing. But even more incredible is that it is so expensive. People's home appliances are becoming more and more popular, and sales are getting more and more popular. In a Suning Tesco store in Tongzhou, the dishwasher is displayed at the core of the elevator.
Nearly one million units sold a year, and the annual retail sales of dishwashers exceeded 4 billion yuan.
In the store of Suning Tesco in Beijing, the store is cooperating with the boss, Fangtai, Siemens, Haier, Midea and other kitchen and bathroom brands to launch the 'No Dishwashing Alliance' campaign to speed up the marketing of the dishwasher through price reduction and subsidies.
'The current concept of consumption is different. Many young people will consider leaving the dishwasher in the decoration, and spend money to buy time. ' A salesperson revealed to the Beijing Morning Post reporter.
Zhongyikang's market research shows that dishwashers have become one of the fastest growing categories of home appliance sales in China. From 2012 to 2017, the annual compound growth rate of domestic dishwasher retail sales reached 84%. In 2013 Previously, the domestic retail sales of dishwashers were basically between 35,000 and 50,000 units per year. In 2013, the sales volume rose to 76,000 units. Since then, it has been rising all the way. In 2014, the dishwasher sold 125,000 units, 2015. It sold 212,000 units and sold 429,000 units in 2016. By 2017, the retail volume of dishwashers was as high as 985,000 units, with retail sales reaching 4.33 billion yuan.
'The main scale of the formation of young consumer groups and the middle class continues to expand, and the mainstream consumer concept gradually presents the characteristics of pursuing quality, paying attention to experience, and paying attention to the value of the face. 'Shi Ting, general manager of Beijing Zhongyikang Kitchen and Bathroom Division, said that modern people The rhythm of life is tense. More and more consumers are eager to get rid of the heavy domestic work outside the work. Enterprises are following the trend and actively developing new products to occupy new markets, whether it is offline traditional stores or fast-developing e-commerce channels. Both have given great attention to the dishwasher market.
Increased penetration rate of home appliances, sales of replacement and enjoyment products increased
Consumers' demand for home appliances is no longer satisfied with traditional color TVs, refrigerators, washing machines, and new home appliance species. In addition to imported dishwashers, hand-held vacuum cleaners and leafless fans, circulation fans have become Suning Tesco stores. Sales star.
In June of this year, sales of handheld vacuum cleaners in Beijing increased by 180% year-on-year, and sales of leafless fans increased by 160% year-on-year. Compared with conventional vacuum cleaners and fans, the prices of these products are much higher. According to the staff, ' The unit price of the circulating fan is relatively high, with an average of about 1,000 yuan. However, because of its small size and large volume, it can also rotate up and down 360°. It is very popular. The sales volume in June increased by more than 130%.
On Tmall, millet sweeping robots sold more than 10,000 per month, and dryer sales increased by more than 60%. A report from the Ali Mom user research team interpreted consumer behavior in the home appliance industry for the past three years. The report shows that Surrounding the demands of food, drinking water, clothes, air and oral health, many new electrical products such as fresh air systems, tooth whitening devices, water purifiers, etc. have been fired; for example, the sales volume of washing machines has increased by 8 times. The sales volume of mini-washing machines has doubled, and the sales of yogurt machines that are only enough for one person have increased by more than 600%.
The analysis report of Minsheng Securities shows that the penetration rate and consumption level of household appliances in first- and second-tier cities are already at a relatively high level. In the future, the growth of household appliance consumption demand comes from the demand for upgrading, on the other hand, from dishwashers, vacuum cleaners, massage chairs, etc. Type of product demand.
Small appliances bring big market, China's home appliances demand potential is still very big
The new product iterations generated by the subdivision of product functions have become a new profit growth point for home appliance enterprises. Statistics show that there are about 40 kinds of household appliances in developed countries, and the current per capita possession of Chinese residents is only about 10, and there are still Large explosive growth potential.
Supor's performance report shows that the new market brought about by the consumption upgrade has formed a certain resistance to the rising cost of raw materials. In 2017, the company's domestic sales increased by 22% year-on-year. The sales of vacuum cookers and vacuum breakers are optimistic, pushing up Supor products. the price of.
In addition to selling traditional razors and hair products, Feike introduced new categories such as health scales, electric toothbrushes and beauty electrics. In 2017, the company achieved revenue of 3.853 billion yuan, an increase of 14.55% year-on-year; net profit of 835 million yuan. Yuan, a year-on-year increase of 33%.
The sweeping robot boom has boosted Cobos' sales growth and created a better time for its listing. In 2017, Cobos achieved operating income of 4.551 billion yuan, up 38.89% year-on-year; net profit attributable to the parent company was 376 million yuan. In May of this year, Cobos became the first home service robot enterprise to land on A shares. The opening price of the first day of listing was 24.02 yuan. The opening price was less than 5 minutes, and the stock price rose to 28.02 yuan, an increase of 44. %, the highest increase in the first day of IPO. According to Tractica, the global market for home-use robots based on home-service robots will reach $13.2 billion in 2022.
Alibaba Group CMO and Ali Mom President Dong Benhong said that the home appliance industry is moving from 'flow operation' to 'crowd portrait operation', and the brand needs to fully understand the behavior habits of potential consumers before they can seize the opportunity in the marketing war.