Compared with 2017, the washing machine market in the first half of 2018 has a certain gap.
In the recent market research of washing machines, the head of the relevant washing machine told the state grid that the sales performance of the washing machine market was not very optimistic from the New Year's Day, and the downward trend and the slowing trend of the line were more obvious, but the sales performance was relatively stable due to the adjustment of the product structure. In the first half of 2018, the retail sales volume of the washing machine was 18.07 million units, or 34.7 billion yuan, an increase of 4.7%, or 10.5% respectively, compared to the same period last year, according to data from the Market Research Institute.
Although the momentum of volume and double growth has been maintained, the growth rate has shown a slowing trend.
In addition, in the first half of 2018, the sales volume of the washing machine market increased by 24.6%, 36.3%, the online market growth further slowed, but also set a low market growth in the same period.
In fact, in addition to the overall slowdown in the market and the gradual disappearance of the online market dividend, the recent ' demographic crisis ' rhetoric has also put a sweat on the washing machine industry.
The ' population crisis ' affects the washing machine market geometry?
August 14, Xinhua daily published an article entitled "Raising the Fertility: A new era of Chinese population development," the paper, the proposed "set up a fertility fund," the proposal to provoke a hot debate. It is pointed out that in 2017, the population of mainland China was 17.23 million, a 630,000 decrease from the previous year. The number of newborns in the first half of 2018 fell by about 15%-20%.
The shortage of newborns will exacerbate the decline in total social demand, leading to shrinking market size.
Chen Weihuang, president of Ningbo Xinle Holding Group, believes that the decline in fertility and the decline in the number of married people may have a certain inhibitory effect on new demand, and the extent and timing of the impact is debatable. In addition, there are people in the industry that, although the concept of quality of life 80, is gradually becoming the main consumption, but compared to the older generation of flourishing population, 80, the population in the number is not dominant.
As to whether the consumption escalation of the emerging consumer groups will be offset by the quantitative disadvantage, it is still worth further study. It should be mentioned that the recent rumors of the ' demographic crisis ' corresponds to more demand for new purchases, while the washing machine market is relatively high, more market demand at this stage is mainly from the replacement purchase.
According to Oviyun network Vice President Guo Meide, Washing machine Market update demand accounted for about 65%.
Therefore, instead of worrying about the potential market contraction of the ' demographic crisis ', it is better to grasp the need for continuous and stable upgrading, from the impulse business model to a more competitive efficiency-driven business model.
The promise is surprisingly: all-round products and differentiated products are promising At present, the consumer market presents a trend of quality and diversification, which can provide consumers with safe and healthy life products will be very popular.
"Hangzhou Panasonic Household Appliances Co., Ltd. General manager Liu Jianguo that the main health, taste of high-end products and targeted market segments of the differentiated products will become the washing machine market in the future important driving force."
Liu Jianguo further said that, in terms of product type, the development prospects of the washer-dryer is the largest, followed by large capacity and drum washing machine, finally the wave wheel washing machine. In the first half of 2018, the retail share of the drum washing machine was more than 70%, its share reached 71.8%, and its share increased by 2.9% compared with the same period last year, according to the monthly monitoring data. In the first half of this year, the supremacy of the 8KG drum washing machine was shaken, 9KG, 10KG product rapid rise, of which 10KG as the representative of the capacity has developed into the drum washing machine market The most powerful power, its share of retail sales exceeded the previous overlord 8KG reached 36.5%,
The share increased by 20.6% over the same period last year. In addition, the comprehensive product, which is represented by the washing-and-drying machine, has seen high-speed growth with the addition of bacteria, the taste, the health products represented by the self-cleaning and the differentiated products represented by the mini washing machine.
Faced with the constant release of structural variables, the company's enthusiasm for product innovation continues to soar.
Xinle Electrical Technology Center Director 樊曙 told the state Grid, Xinle electrical appliance has developed a ' laundry + wash barrels ' double washing self-cleaning washing machine, can eliminate the washing machine ' two pollution ', care clothing health.
According to Reizenschen, director of marketing and promotion Department of Hangzhou Matsushita Household Appliances Co., Ltd., Panasonic's recently released alpha-alpha washing machine with Porsche design not only has self-cleaning function, but also makes it easy to remove bacteria and odor.
Posejdon Group Vice President Zhang Gewei said, Posejdon with the Internet enterprises to create small Kat Mini washing machine with internet operation, the exclusive mother-to-child washing function and artistic design, has successfully detonated in the washing machine market. In Liu Jianguo view, washing and drying all-in-one machine and other comprehensive care products and the sale of SUV cars, the logic behind it is the same. Both are all-in-one products in their respective fields, so they can meet the needs of most consumer groups to the greatest extent possible.
And the mini washing machine's mother-to-child washing at the same time to meet the needs of the subdivision, but also satisfy a multi-machine market demand, so can quickly explode in the market segment to stand out. However, there are also insiders believe that in the washing machine business market segment layout process, not all of the differentiated products can be like a mini washing machine as a explosive product. For example, some of the corresponding alternatives, some of the relatively narrow population segments.