On September 29, Yikang, the market's authoritative survey agency, released the latest data for 1-38 weeks of washing machines: The overall retail sales of the industry grew at a rate of -1%. In addition, from the monthly data, there are 5 months in the first 8 months. Negative growth, it can be seen that the washing machine market has a significant downward trend in 2018, and the development situation is not optimistic.
In such a big environment, Haier, Little Swan and Siemens accounted for 34%, 18% and 12% respectively, and occupied the top three brands, which accounted for 64% of the industry's market share. But in terms of growth rate, the top three Only Haier achieved a contrarian growth with an 11% year-on-year growth rate. The growth rates of Little Swan and Siemens were 0 and -13% respectively.
According to industry analysts, as the population development dividend disappears, the consumption upgrading trend becomes more and more obvious. The washing machine industry enters the stock market from the incremental market, and the industry enterprises will face the upgrading of product structure and the development of high-end transformation. Nodes, Haier, Little Swan, Siemens and other companies rely on good brand reputation, excellent innovation and research and development strength is more likely to win the favor of users, but to maintain high-speed growth, you need to accurately grasp the needs of users, with high-quality products in the critical period of transformation Get the best.
Taking Haier as an example, based on the user's quiet and smooth, soft care and other needs, it launched a direct-drive washing machine to solve the problem of large noise of the belt motor from the root. In addition, the direct drive motor used in Haier washing machine can also accurately control the inner cylinder. Less than 90 degrees of rotation, effectively reduce wear, to meet the user's demand for the care of the washing machine. According to Zhong Yikang data, in the 38 models of the best selling model of the drum washing machine, Haier direct drive accounted for 6 models.
The era of universalization of home appliance standardization products is gradually over, the home appliance market will usher in a new round of consumer structure upgrades and large-scale product upgrades. User demand is becoming more personalized, diversified and deeper. In this case, Haier washing machine is Driven by the 'people's one-in-one' model, we adhere to the original technology-driven product structure upgrade and accelerate the pace of high-end transformation.