Halfway through the 2018, the home appliance industry is experiencing difficulties and expectations, opportunities and challenges coexist. Just like the famous British writer Charles Dickens said. This is the best era and the worst era. There is the worst era before, the United States suddenly launched a trade war, the accessories of home appliances are happy to be in the US tax list; the best after In the era, the State Council lowered the intensity of importing ice-washing tariffs, which brought a strong impetus to the rapid importation of imported ice-washing into the Chinese market. How is the performance of the washing machine market in the first half of 2018 in this era of best and worst coexistence?
Below we will summarize the washing machine market in the first half of the year from five different dimensions: overall market, product structure, brand concentration, capacity and product average price.
First, the overall market grew steadily, and online growth slowed further.
According to the total data of Zhongyikang from January to June, in the first half of 2018, the retail volume of the washing machine market was 18.07 million units, respectively, 34.7 billion yuan, an increase of 4.7% and 10.5% respectively compared with the same period of last year. Located in the middle of the three major categories of white electricity. In terms of channels, as the rapid growth period of e-commerce has passed, it has entered a period of steady development. According to the weekly monitoring data of Zhongyikang, the first half of 2018 (1- 26 weeks), the online washing machine market retail volume, the number increased by 24.6%, 36.3%, respectively, the online market growth rate further slowed down, but also set a new low in the online market growth rate.
Second, structural upgrading is still the main theme of market development, and the roller market share is expanding.
Product upgrade is a remarkable feature of the home appliance market in recent years. The washing machine is no exception. According to the monthly monitoring data of Zhongyikang Line, in the first half of 2018, the retail share of the drum washing machine market exceeded 70%, and its share reached 71.8%. Compared with the same period of last year, the share increased by 2.9 percentage points. In the online market, the retail sales of the drum washing machine market reached nearly 60%, its share reached 59.7%, compared with the same period last year, the share increased by 2.8 percentage points, the drum washing machine market share double line expand.
Third, brand concentration is further enhanced, small brand Alexander
The fierce competition in the market means that the possibility of being eliminated is increased. According to the monthly monitoring data of Zhongyikang Line, in the first half of 2018, the number of brands in the washing machine market was 154, a decrease of 8 compared with the same period of last year; In the online market, in the first half of 2018 (1-26 weeks), the number of online washing machines sold was 124, a decrease of 4 compared with the same period of last year. The market competition is fierce, which brings about an intensification of industry reshuffle. According to the monthly monitoring data of Zhongyikang Line, in the first half of 2018, the retail sales share of the TOP10 brand in the washing machine market was 92.1%, which was 1.2 percentage points higher than that of the same period of last year. Promotion, small brand Alexander.
Fourth, 'large capacity' washing machine is promising
A remarkable feature of the washing machine industry in terms of capacity in recent years is the 'big'. Large-capacity washing machines have won consumers' love. According to the monthly monitoring data of Zhongyikang Line, in the first half of 2018, the key capacity segment of the washing machine 8KG, 9KG, 10KG retail sales share were 35.9%, 11.3%, 10.0%, respectively, up 10.7, 4.4, 6.5 percentage points compared with the same period of last year; drum washing machine, 8KG's dominance for the first time was shaken, accompanied by 9KG The rapid rise of 10KG, in which the capacity represented by 10KG has developed into the most powerful driving force in the drum washing machine market, the retail share exceeds the previous overlord 8KG, and its retail share is 36.5%, compared with the same period last year. Compared with the share increase of 20.6 percentage points, the share increase is huge.
5. The average price of products brought by the consumption dividend has risen sharply. It is difficult to open the door to sales in the future by relying on low prices.
The result of consumption upgrades is that the price of products is constantly rising. The quality of life of consumers has increased, the dimension of product selection has increased, and the chances of choosing practical, high-tech, and durable products have increased. According to the monthly monitoring data of Yikang Line, the average price of the washing machine market in the first half of 2018 was 2,875 yuan, an increase of 291 yuan compared with the same period of last year, an increase of 11.3%. According to the product type, the average price of each product has Rising, the performance of the drum is significant, the average price increased by 326 yuan compared with the same period of last year, reaching 4130 yuan, the average price crossed the 4,000 mark for the first time.
The above is a summary of the washing machine market in the first half of 2018. It can be seen that the future washing machine industry will develop around product upgrades and large capacity.