In recent years, product upgrades have been a significant feature of the home appliance market in recent years, and washing machines are no exception. Zhongyikang data shows that in recent years, regardless of product structure, brand concentration, product capacity or product average price, washing machine industry They have entered a period of steady development, moving towards a product era with a 'big' as the core.
Large-capacity washing machine market share gradually increased
Recently, Mr. Chen, a consumer in Nanjing, is preparing to replace the washing machine at home. He has carefully studied the appliance store and home appliance e-commerce, and found that the current washing machine has changed greatly in terms of capacity and function.
Mr. Chen told the Public Securities News reporter: 'The washing machine bought at home was bought 10 years ago. At that time, it was the largest model on the market, 6 kg, 1200 rpm. At that time, it was generally 4-5 kg, and the speed was also within 1000 rpm. Who knows that the mainstream products are now more than 8 kg, 7 kg is already small, 10 kg capacity, 1300 rpm has been very common.
According to Zhongyikang data, in the first half of 2018, the retail volume of the 8KG, 9KG and 10KG retail capacity segments of the washing machine was 38.1%, 7.5%, 2.8%, respectively, up 11.2, 6.4, 2.0 percentage points compared with the same period of last year. In addition to the 8KG capacity segment retail share is higher than the offline, 9KG, 10KG retail share is lower than the offline, the future online 9KG, 10KG development potential is higher than the offline.
In terms of drum washing machines, the dominance of 8KG is constantly shrinking. Its retail share has dropped from 57.2% last year to 48.1% this year. 10KG has risen rapidly, and its retail share has increased from 7.9% last year to 29.3% this year. Huge. From the current development trend of drum washing machines online, although 10KG has not formed the opposite of 8KG in the same offline market, it is only a matter of time before online 10KG surpasses 8KG. The future development potential of 10KG will be higher than the line. under.
The industry enters a period of steady development
According to the latest data from the National Bureau of Statistics, at present, the number of washing machines per 100 households is 90. The washing machine industry has come to this day, and has already passed the rapid bursting period of home appliances going to the countryside. The industry is gradually maturing to a mature and stable growth period.
According to the 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. In the middle of the three major categories of 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 online washing machine market in the first half of 2018 The volume of retail sales increased by 24.6% and 36.3% year-on-year respectively. The growth rate of the online market further slowed down, and it also hit a new low in the online market.
The slowdown in growth has made the market more competitive. 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, online washing machines were sold. The number of brands was 124, a decrease of 4 compared with the same period last year.
Consumption upgrades to increase the average price of products
The industry is maturing, which means that the growth dividend of the washing machine industry is no longer centered on the population, the popularity, etc., but around the upgrade of the appearance, capacity, function and other aspects of the washing machine.
In addition to the increasing capacity of washing machines, the market share of drum washing machines representing high-end products is gradually rising. 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 expansion.
The significant result of the consumption upgrade is the continuous increase in product prices. According to Zhongyikang data, in the first half of 2018, the cumulative average price of the washing machine market was 2,875 yuan, an increase of 291 yuan compared with the same period of last year, an increase of 11.3%. In terms of product types, the average price of each product has risen, among which the performance of the drum is significant. The average price has increased by 326 yuan compared with the same period of last year, reaching 4,130 yuan, and the average price has crossed the 4000 yuan mark for the first time.