In the first half of 2018, China's home appliance market was booming and magnificent. According to statistics, the overall growth rate of the home appliance market slowed down in the first half of the year, and the growth rate dropped to 5%. The omni-channel market scale exceeded 200 billion yuan, and the offline channel retail sales accounted for 70%. %, far beyond the online channel. It is worth noting that Suning Tesco relies on a complete online and offline layout, the growth rate of home appliance business is as high as 19%, and in the first half of this year, it is 45 billion yuan in retail sales, occupying the omni-channel market. 22.5% of the share, continue to lead the all-channel home appliance market.
From the perspective of the sub-categories of the home appliance market, most of the categories only grew slightly. In the first half of the year, the retail sales increased by more than 10% year-on-year, with 13.1% of refrigerators, 15.5% of air conditioners, 38.2% of dishwashers, and 19.6% of water purifiers. 29.5% of vacuum cleaners, despite the large increase in water purifiers in dishwashers, but this is not inferior to the results of the previous two years when the dishwashers have risen by more than 100%, and the water purifiers usually increase by more than 50%. The categories of shrinking market size include kitchen appliances and air purifiers, with a drop of -1.6% and -29.5% respectively. The days of empty net brands this year are really bad, and the industry is mourning.
From the perspective of the proportion of high-end category retail sales and year-on-year growth, the high-end products of household appliances have achieved remarkable results, and the retail sales of high-end products of various categories accounted for a relatively small average. The difference was small. Among them, 47.3% of vacuum cleaners, 47.0% of electric ovens, and 42.7% of heat. %, refrigerator 42.3% leads the high-end product sales market, relatively 'back' categories include refrigerators, air conditioners, small appliances, dishwashers. It can be concluded that in the future, as the Chinese middle class continues to grow, the high-end appliance market will also scale. Continue to improve. The high-end market will also become an important battleground for the next phase of Chinese home appliance companies.
Despite the adverse factors, the continued growth of China's home appliance market has not changed, and structural upgrades are accelerating. Major home appliance companies continue to bring more sophisticated products to users, and the overall industry is showing sound development.
