Recently, the home appliance industry has been reported frequently for half a year. The home grid has learned that there are data showing that the washing machine has experienced negative growth for four months in the first seven months of 2018, and the entire industry has entered the downtrend channel. As of now, the entire washing machine industry has accumulated a year-on-year increase in sales. 0.81%, in this context, Haier washing machine increased by 11.51% year-on-year, Little Swan increased by 1.95% year-on-year, and Siemens increased by 11.6% year-on-year.
The market is becoming saturated. The washing machine market is opening up the structural transformation.
According to the home grid, the latest data from the National Bureau of Statistics shows that the current number of washing machines per 100 households is 90. According to industry insiders, this means that in the washing machine market, population growth and dividends for home appliances to the countryside have reached the threshold, only Washing machine products that meet basic needs will gradually lose competitiveness. This requires washing machine manufacturers to continuously tap the deep-seated needs of users, accelerate research and development, and bring new growth drive with technological innovation.
According to research institute data, the decline in sales in China's washing machine market was most pronounced in July. The data showed that six retail sales decreased year-on-year, and the largest decline in retail sales was Sanyo, which was 41%; followed by Samsung, which was down year-on-year. 40.8%.
In the context of the disappearance of the population and the dividend advantage of the third and fourth-tier markets, the washing machine market has undergone a structural transformation of its products. Large-capacity, intelligent, and healthy have become the development trend of the industry, and the mid-to-high-end transformation trend is obvious. Taking large-capacity products as an example, research institutions The data shows that the washing machine products with 8KG and above capacity accounted for 95% of the total retail sales in 2018, and the retail sales accounted for 97%. It can be seen that large-capacity products have occupied most of the washing machine market.
In addition, the washing machine industry is gradually trying to integrate artificial intelligence into its products. According to statistics, in 2018, global smart homes, including equipment, systems and services, will spend nearly $96 billion on consumer spending, in the next five years (2018-2023). The compound growth rate is 10%, and will increase to US$155 billion by 2023. In China, the shipment volume of China's smart home market in the first quarter of 2018 was 29.89 million units, up 26.3% year-on-year. It is expected that the smart home market will reach 2018. 150 million units, an increase of 35.7% year-on-year. For the market with such a huge prospect, the washing machine industry is also trying to integrate into it, with the rising tide of the smart home market, let the market return to the upward trend.
Consumption upgrades change the market environment Enterprises compete to occupy the high-end market
With the maturity of a new generation of consumers, the Chinese market is undergoing a third consumption upgrade since the reform and opening up. With the further development of consumption upgrades, the market environment has changed. New consumers, new consumer concepts have gradually changed the home appliance market. surroundings.
Industry people tell the home grid that due to the development of communication technology, consumers in the new era are more personalized in their requirements for products. They choose different mobile phones and clothing to express their tastes and attitudes, and adapt the information flow to suit their own tastes. Content providers or media, also through a variety of platforms to buy or even customize their own personal appliances. This seems to be a fantasy ten years ago.
The huge market environment changes have also had a huge impact on the washing machine industry. According to the monitoring data of Zhongyikang, in the first half of 2018, the number of brands in the washing machine offline market was 154, a decrease of 8 compared with the same period of last year; The number of brands sold was 124, a decrease of 4 compared with the same period of last year. Behind the fierce competition, the concentration of the brand was further improved. The data shows that in the first half of 2018, the retail sales of the TOP10 brand in the washing machine market was 92.1%. , compared with the same period last year, the share increased by 1.2 percentage points.
In the face of changes in consumer trends, the washing machine industry giants have accelerated the pace of product upgrades and seized the mid-to-high-end market. According to statistics, among the top10 brands of washing machines, eight brand product structures include pulsator and roller, and in these two categories of products. In the middle, the retail sales of the drums are greater than the retail sales of the pulsator. The two types of products in terms of retail volume are not much different.
In addition, high-end products such as high-capacity, smart, and dryers have also increased in market share. Data show that in July, China's washing machine offline market key technology retail sales penetration rate, drying share was 29.9% , year-on-year increase of 10.2%; frequency conversion share was 84.4%, up 3.9% year-on-year; smart share was 43.3%, up 0.3% year-on-year; large capacity (8.1KG+) share was 62.3% year-on-year increase of 17%.
The industry believes that in the second half of 2018, the washing machine industry will gradually shift to the mid-to-high-end market under the trend of scale-up. In the process of transformation, the market threshold will be further enhanced, and the survival space of small brands will be further compressed. For the development of the market, the survival of the fittest to the mature market is the only way.