The life of the local tyrants is still far away from us, but the feeling of pursuing a higher quality experience is not rich or poor. Recalling the young masters of the young half of the building crowded in the lodge 'watching' a 9-inch black-and-white TV, now the 'third Looks like: TV, refrigerator, washing machine has become a must-have item, 'new three kinds': air conditioners, purification, sweepers, and more categories of appliances are infiltrating into our lives quickly or slowly.
According to the macroeconomic data of the first half of 2018 released by the National Bureau of Statistics on July 16, the per capita disposable income of the national residents increased by 8.7% year-on-year; the per capita consumption expenditure of the national residents was 9609 yuan, an increase of 8.8% year-on-year. It can be simply understood that the more people The more money you have, the more money you spend.
From 'can afford a famous brand, can afford to ride a car', to 'can afford a brand-name car', is the process of change that 'rich' understands in the author's mind, with the Chinese economy taking off, people's living standards are changing with each passing day, 'new middle class ', 'consumption upgrade' and other concepts began to appear frequently in the newspaper, the most popular generalization is that life is getting better and better.
To what extent? A piece of news has attracted our attention some time ago, thinking that consumers from Suzhou have purchased 17 TVs at a time, spending more than 1.3 million RMB!
Suzhou Tuhao TV purchase list
The life of the local tyrants is still far away from us, but the feeling of pursuing a higher quality experience is not rich or poor. Recalling the young masters of the young half of the building crowded in the lodge 'watching' a 9-inch black-and-white TV, now the 'third Looks like: TV, refrigerator, washing machine has become a must-have item, 'new three kinds': air conditioners, purification, sweepers, and more categories of appliances are infiltrating into our lives quickly or slowly.
The feeling of rapid improvement in the quality of life has become more intense in the first half of 2018. In the “Report on the Concerns of China's Household Appliances Market from January to June 2018”, we saw that among the five types of home appliances that are most concerned, The trend of high-end consumption has been fully supported by the data dimension:
Plane TV size size distribution from January to June 2018
In the TV market, consumers have paid more than 35% of the attention to large-size products such as 65-inch and above, while the mainstream 55-inch product attention has been squeezed to 24%. A good visual effect of consumer trends has reached a consensus.
In the refrigerator market, the proportion of attention in the price range of 4001-6000 yuan has increased to 25.32%, which has greatly narrowed the gap with the mainstream price range of 2001-4000 yuan. The proportion of multi-function, high-volume products above 400 liters has also increased significantly. The trend of high-end is also the core keyword of the refrigerator market in the first half of 2018.
In the washing machine market, the washing and drying machine, the attention of mini-washing machines has exploded. They used to be positioned in the middle and high-end consumer groups. This time, they seized 19.1% and 13.6% respectively, which is a washing machine. Market high-end, portrayal of the trend of segmentation.
Proportion of different categories of attention in the washing machine market from January to June 2018
In the air-conditioning market, the proportion of central air-conditioning reached 31.32%, which is an impressive increase compared with the proportion of 19.50% in 2017. We believe that the advantages of central air-conditioning products are high in comfort and easy to operate, which has been recognized by Chinese consumers. With the continuous improvement of people's quality of life requirements, central air conditioning is bound to become the main pull-up force in the air-conditioning market.
In the air purifier market, although the purification function of PM2.5 still maintains a concern ratio of 26.51%, the position of the most core function has been replaced by 'de-formaldehyde' (focus on 34.95%). More attention is paid to the long-standing formaldehyde hazard. The problem of PM2.5, which weakens only the haze weather, is the mature performance of consumers, and it also shows that people's attention to the healthy home environment has become more normal.
In addition to the above five categories of the most concerned home appliances, more home appliances, kitchen and appliance market, the effect of consumption upgrades is even more obvious, the sweeping robot category as an example, the sweeping robot market in 2017 sales of 4.06 million units, an increase of 32% %; sales of 5.6 billion yuan, an increase of 30%; expected sales of China's sweeping robots will reach 4.834 million units in 2018, sales of nearly 7 billion yuan. Although the sweeping robot is more intelligent, but it is still a function The relatively simple category, the real value lies in its liberation of the family labor force, the time of more discretion is the reason why consumers favor it.
Another example is the water purifier product. Although the market growth rate in the first half of 2018 was less than expected, the data showed that the retail price of the water purifier online market was 1.97 billion yuan, up 11.7% year-on-year, and offline was 1.42 billion yuan, up 14.2% year-on-year. However, it is still in the stage of rapid growth, and the throughput of intelligent products is significantly improved. The water purifier is a typical healthy home appliance, which fits this general direction. I believe that the future water purifier has a broader market space. .
If the sweeping robot meets the alternative home appliances that replace the demand for manual labor, and the water purifier is a healthy home appliance that meets people's health needs, then the smart door lock can be classified as a safe home appliance that meets people's safety needs, data display, In 2017, the market size of smart locks has exceeded 10 billion. In 2018, the demand for smart lock market in China is 13 million sets. The market size will be close to 20 billion. The growth rate of nearly 100% also reflects strong market demand.
In summary, we believe that all household appliances that meet the needs of home users for convenience, safety, health and comfort will be potential stocks in the future market. Products and technologies can support users' better experiences and have the opportunity to transform into new market outlets. From the user's point of view, as in the "BIFF·2018 Future Home Smart Home Summit Forum", Mr. Song Zhaowei, General Manager of Casa Di, Haier Home Appliances Industry Group, said that the consumption power of Chinese consumers is now Sometimes it is beyond our imagination, and the reasons for imprisoning the market are nothing more than the following three aspects:
1, have higher requirements for the quality and experience of home appliances, products can not meet
2, the good performance of good products can not be effectively transmitted to consumers, cognitive mismatch
3, there is a sharp collision between the functions of new-type home appliances and consumers' inherent habits
Halfway through 2018, the product market in the home appliance market is upgrading, and the trend of consumption upgrading is in the ascendant. With such a market as the backing support, home appliance brand enterprises are obviously promising. Through technological innovation, experience upgrade, and focus on marketing, it seems that one can walk through. route.