According to public data, in the first half of this year, the scale of washing machines increased, and more relied on the stimulation of the promotion nodes. The retail sales volume increased by about 5% year-on-year, and the retail volume declined slightly.
However, the high-end has become a new engine for industry growth, the upgrade of the drum is on the way, the washing and drying of the washing machine is popular, and the performance of the large-capacity washing machine is amazing... all these are reshaping the new ' backbone' of the washing machine industry.
Source of data: Ovi Cloud
Large capacity 'station C position' average price is rising all the way
According to public data, the average price of washing machines has risen from 2502 yuan in February last year to 3123 yuan in June this year, and the average price has increased by as much as 621 yuan.
Source of data: Ovi Cloud
Whether on-line or offline, large-capacity washing machines are growing particularly fast. 10 kg, which is a hot capacity segment, from pulsator to drum, from line to line, its biggest increase, the strongest. The first half of this year line On the other hand, the scale of the 10 kg washing and drying machine increased by nearly 1000% year-on-year, and the growth was amazing.
For the pulsator washing machine, the 9 kg capacity still has a large room for growth. The capacity of the drum washing machine is already moving towards a larger 12 kg.
Panasonic's new products adopt Porsche design
The proportion of washing and drying products continued to increase, and it was highly favored. The growth rate was obvious. From 2014 to the first half of this year, its online market share increased from 9% to 30%.
Among the many configurations, only smart products are dull, whether online or offline, growth slows down and encounters bottlenecks.
The drum is favored, and the capacity expansion is booming.
According to public data, in the first half of last year, the proportion of drum washing machines accounted for 33.7% of the total domestic sales. In the first half of this year, this figure has increased to 40%. According to the data, the domestic sales of drum washing machines of major washing machine brands in the first half of the year The proportion of total domestic sales has increased.
Haier's new products are mostly 9 kg, 10 kg roller
The hot sale of the drum directly triggered the manufacturer's enthusiasm for production capacity. Haier, Whirlpool, Konka White, Dongling Power, Central Europe and other manufacturers, have increased the drum production line, or realized the high-end smart washing machine factory put into production.
Steady growth online, e-commerce is eyeing the third- and fourth-tier markets
In the first half of the year, the growth rate of the online washing machine market further slowed down. The retail volume reached 7.034 million units, a year-on-year increase of over 20%, and the retail sales amounted to 10.51 billion yuan, a year-on-year increase of over 30%.
Tmall Excellent Service Station
At the same time, the retail sales of offline washing machines was 9.018 million units, a year-on-year decline of over 10%, and retail sales of 21.82 billion yuan, a slight decline year-on-year.
Compared with the higher primary and secondary markets, the growth potential of the third and fourth grade markets is worth looking forward to. This market to be explored has been targeted by Jingdong and Ali. Jingdong is expected to realize Jingdong Home Appliances Township Store in 2018. 15,000. The rural Taobao service station will also be upgraded to the Tmall Excellent Service Station. In the next three years, it will cover 1,000 counties and around 150,000 villages.
Exports fall back, poor external demand
In the first half of last year, the export growth rate was 14.4%. In the first half of this year, this figure dropped sharply to -1.2%, but this has little to do with the trade war.
1. Although the trade friction between China and the United States has escalated, the new tax increase list involves air conditioners, refrigerators, freezers, and dryers.
Second, the data shows that in the first half of the year, China's exports of washing machines to North America increased sharply year-on-year; the export volume of washing machines in Oceania increased rapidly year-on-year. Europe also maintained growth, but the growth rate was lower than last year; exports of Africa, Central and South America and Asia declined year-on-year. .
On the whole, the washing machine exports fell back, but the washing machine's external demand continued to be poor.
Compared with the sluggish export, the domestic sales of washing machines in the first half of this year are more, and the trend of structural upgrading is concentrated on large-capacity, washing and drying, roller and other keywords, around these 'hot spots', including manufacturers of small and medium enterprises. , have opened a new round of games, just to grab a place in the future blue ocean.
