2018 China's home appliance industry semi-annual report released in Beijing

On August 10th, the “2018 China Household Appliance Industry Semi-annual Report Conference” hosted by the China Household Electrical Appliances Research Institute was held in Beijing. As a national industry information service organization, the national household appliance industry information Based on the household appliance industry, the center has strong professional data resources. It is of great significance to integrate the upstream and downstream information resources of the home appliance industry and promote the coordinated development of the industry. In order to comprehensively sort out the development of the home appliance market in the first half of 2018, guide the home appliance industry to develop smoothly and rapidly. The Household Appliance Research Institute and the National Household Appliance Industry Information Center jointly released the "2018 China Household Appliance Industry Semi-annual Report" (hereinafter referred to as the 'Report') at the press conference. Wang Xuhua, Deputy Director of the Integrated Business Department of China National Light Industry Association, China Household Appliances The vice president of the institute, Ge Fengliang, and other leaders attended the conference.

'2018 China Household Appliance Industry Semi-annual Report Conference' was held in Beijing

Wang Xuhua said: 'In the past 40 years of reform and opening up, under the guidance of policies, the home appliance industry has embarked on an independent and self-reliant development path, becoming a representative industry in China, and making the world's manufacturing industry a focus. ' 'Report' display In the first half of 2018, the size of China's home appliance market reached 421.3 billion yuan, an increase of 9.7% year-on-year. The growth momentum is still obvious.

Speech by Wang Xuhua, Deputy Director of the Integrated Business Department of China National Light Industry Council

Ge Fengliang also highly affirmed the development of China's home appliance industry. He said that the industrial upgrading of China's home appliance industry is accelerating, high-end, high-quality comfort, intelligent, and healthy appliances are more sought after by the market. At the same time, the product structure is further upgraded. It also highlights the importance of after-sales service. Service providers with a good sense of experience and caring service will also accelerate the arrival of a better life.

Ge Fengliang, Vice President of China Household Electrical Appliances Research Institute, delivered a speech

Consumption upgrade has become inevitable, and the high-end market is obviously

In the first half of 2018, the national economy continued to be generally stable, stable and stable, and structural adjustments were further advanced. New and old kinetic energy continued to be transformed, quality and efficiency improved steadily, and the economy began to develop at a high quality. However, the national policy for the real estate industry The regulatory policy continues to 'high pressure', the entire real estate market is gradually cooling down, and the high-speed growth of China's home appliance market, which is closely related to it, is gradually declining. Facing the downturn in the demand of the real estate market and the saturation of the traditional home appliance market, the urban renewal market and the new rural areas Increasing the market has become a new growth space for China's home appliance market. As China's home appliance industry develops into a new normal, home appliance companies and distribution companies are exploring and looking for new market growth points.

At the same time, with the acceleration of urbanization, the increase of people's income, the improvement of housing conditions, consumers' purchasing power of home appliances is significantly enhanced, and the expectations for home appliances are getting higher and higher. 'After 85' and '90' The new generation of people has gradually become the main force of consumption, quality, intelligent, personalized, diversified consumption characteristics are also increasingly prominent.

Whether it is based on market development or based on consumer demand, the transformation and upgrading trend of China's home appliances has become irreversible. Home appliance manufacturers and channel manufacturers are pushing for high-end products. In the first half of 2018, the scale of China's home appliance market increased by 9.7% year-on-year. The overall market growth rate is not as good as 2017, but the structural changes in mid- to high-end products are very obvious. In the first half of 2018, the 65-inch retail volume of color TVs has been close to 10%, which has doubled compared with the same period of last year; equipped with 4K, OLED, quantum Point, artificial intelligence and other functions of color TV products have shown strong growth, highlighting the consumer's welcome to high-end products. At the same time, consumers also tend to pursue diversification, energy-saving, intelligent products, such as the wind pressure has become oil absorption Another big selling point of the hood, the proportion of smart hoods equipped with screens continues to increase; the proportion of first-class energy-efficient gas stoves exceeds 50%; the share of embedded kitchen appliances with APP, remote control, and intelligent cloud menus reaches 32.9%.

More importantly, more and more home appliance companies have been working hard on the high-end market to create a high-end brand image. It is foreseeable that under the general trend of consumption upgrade, high-end home appliances will become a new driving force for the entire market.

"2018 China Household Appliance Industry Semi-annual Report" was released

Continuous integration of online and offline, creating a smart retail model

With the increase in online retail penetration and the optimization of professional e-commerce services in logistics, distribution, installation, after-sales service, online and offline markets are accelerating integration, more and more home appliance manufacturers through e-commerce The platform carries out strategic cooperation to increase the market share of products online.

The 'report' shows that in the first half of 2018, the online market for home appliances reached 140.9 billion yuan, a year-on-year increase of 32.8%. The online market continued its rapid growth and played an important role in the steady growth of the market in the first half of the year.

However, the proportion of offline channels in the entire market is still quite large, with absolute weight. The 'report' shows that in the first half of 2018, the market size of home electric wire reached 280.4 billion yuan, a year-on-year increase of 0.9%. Although the online market is fast. The growth trend is very hot, but the role of the offline channel has not changed. Moreover, many online platforms have strengthened the layout of offline channels after experiencing high-speed development. The value of offline retail stores is being re-established. Evaluation.

Wang Xuhua also said that with the advent of the era of quality consumption, consumers are increasingly demanding the shopping experience and after-sales service. At the same time, with the new retail, O2O model continues to explore and develop, the offline experience is more and more important. Interactive scene marketing is also increasing, and companies are paying more and more attention to improving user stickiness and user experience.

Overall, the market performance of home appliance chain channels is inseparable from the mainstream online and offline linkages of mainstream home appliance channels. In the future, the home appliance channel market needs to control the online and offline dimensions, through online drainage, The O2O model of the service provides consumers with a better shopping experience. Under the new market form, the home appliance chain giants are actively exploring online and offline collaboration to create a smart retail model, breaking the market by integrating online and offline superior resources. Demand is low bottleneck. Take Suning as an example, through the integration of online and offline advantages, its product sales and other aspects are indeed a step higher. In the first half of 2018, China's omni-channel home appliance sales scale, Suning Tesco sales share as high as 21.1%, leading the whole Channel first.

However, in the environment of consumer demand-oriented, meeting customer needs has always been the top priority for home appliance companies. Therefore, the fulcrum of the return of home appliances retail in the new era is still quality products and services. Looking back at the first half of the year, the essence of home appliance retail It is still returning to the needs of users, observing the pain points of users, providing better services and creating a better experience. Of course, the quality shopping experience consists of both objective and pragmatic standardized parts, such as products, and also experience, non-standardized quality. Part, such as service (home appliance delivery, rapid delivery, on time, such as delivery). Finally formed a consumer-centric, retail-oriented, service-oriented, manufacturer-customized supply pattern.

Continued steady growth in the second half of the year, updating demand as the main driver

For the development of the home appliance market in the second half of 2018, the 'Report' analysis believes that China's home appliance market will show steady growth, and the market size is expected to reach 858.6 billion yuan, up 8.0% year-on-year. The proportion of new demand in total demand will be greatly improved. , become the main driving force for market growth. At the same time, high-quality, intelligent, differentiated products that directly hit consumer pain points and emerging home appliances that can further improve the living experience of residents will become a new driving force for market growth.

From resources, scale drive to efficiency, and innovation drive, China's home appliance industry is experiencing innovations in many dimensions, such as technology and business models. It can be said that opportunities and challenges coexist. However, 'meeting the people's growing needs for better life' is China's home appliance people. Unchanging initial heart.