On October 11th, under the guidance of China Household Electrical Appliances Association, China National Grid hosted the 'Washing the Best of Your Career - 2018 China Washing Machine and Dryer Industry Summit Forum' held in Beijing as a strategic cooperation for this forum. Partner, Sun Zhitao, general manager of the ice washing and sales department of Jingdong Household Appliances Division attended the meeting and gave a keynote speech to explain the development opportunities of washing machines in 2018 with Jingdong Big Data.
Sun Zhitao, general manager of the ice washing and sales department of Jingdong Household Appliances Division
The meeting pointed out that in the overall downturn of the home appliance industry, the decline of China's washing machine industry in 2018 has slowed down, but it still maintains a stable development trend. From January to August, the cumulative output of household washing machines nationwide was 45.878 million units, an increase of 1 year-on-year. %, from the retail side, online, offline sales prices have improved.
The overall online market continues to grow steadily and rapidly. The 3-6 regional market has achieved contrarian growth.
Since 2018, due to factors such as real estate policies and raw material prices, China's washing machine market, especially offline market performance, has not been satisfactory. The online market growth rate has further slowed down. From January to August this year, the online washing machine market achieved retail sales. 9.24 million units, a year-on-year increase of nearly 20%, retail sales reached 13.6 billion yuan, an increase of nearly 30% year-on-year. According to Jingdong appliance data, since 2018, Jingdong washing machine products (including twin-cylinder, dewatering machine, mini washing machine, pulsator, Dryer, roller, washing and drying, etc.) sales increased by about 55.6% compared with the same period of 2017, higher than the overall online market growth.
From the perspective of regional market performance, Ovi Cloud data shows that from January to August 2018, sales of washing machines in the T1, T2, T3, and T4 markets increased by -4.3%, -1.9%, -1.1%, -0.6, respectively. %, both showed a downward trend. Although the market conditions at various levels of the industry are not optimistic, the data from JD.com is still very gratifying. According to Sun Zhitao, since 2018, washing machine sales in Jingdong's first to sixth grade cities are 2017. They increased by 6.7%, 21.3%, 33.5%, 30.8%, 38.7%, and 45.3%. 'The fourth- and fifth-class cities are higher than the first- and second-tier cities.' Sun Zhitao concluded that the consumption power of cities with grade 4 and below is constantly increasing. Enhance, 'With the Jingdong Gang, Jingdong home appliance store, offline experience store and other offline channels, the fourth-tier cities and the following markets will release more energy, Jingdong's channel sinking effect will be better and better. '
Cai Ying, a senior industry expert at the National Information Center, believes that in addition to the increase in sales of high-end products and the increase in average market prices, the upward trend in Central China, Northwest China, Southwest China and the obvious growth in the third- and fourth-tier cities and below are also the overall market size. The stability provides important support, channel sinking and channel management and control capabilities have become an important factor in testing the market expansion capabilities of production enterprises.
Structure upgrade 'main melody' in the health care into a new engine Jingdong home appliances for the washing machine industry empowerment
In the tide of consumption upgrade and quality upgrade, the high-end transformation of home appliances has become an inevitable trend. Xu Dongsheng, vice chairman of China Household Electrical Appliances Association, believes that China's washing machine industry has entered a mature stage, and the industry's driving force has gradually shifted from traditional scale expansion to products. The structure is mainly upgraded, and the consumer end is mainly driven by the replacement and replacement demand. The market is continuously subdivided, and the proportion of high-end models is increasing, becoming the main feature of this stage.
From the price point of view, the average price of products brought about by the consumer dividend in 2018 rose sharply, and the structural upgrade pushed up the average price of the products. In the first half of the year, it became the average price of the whole year. Jingdong appliance data showed that Jingdong 3500-5000 yuan price Segment washing machine products doubled in 2017, and the sales of washing machines in the price range above 5,000 yuan increased by 72.%. 'The middle and high-end year-on-year situation is better, and the effect of pushing up the new Jingdong is very significant', Sun Zhitao said, future quality The trend of upgrading will continue. From the price segment, the proportion of the corresponding high-end market will further increase.
With the improvement of people's living standards and the rise of the mainstream consumer groups in the middle class, the demand for washing machine replacement has also changed from satisfying basic functions to pursuing high quality. Xu Dongsheng believes that from the internal perspective of the industry, as people's living standards continue to improve, consumers The demand for washing machine products also emphasizes how to wash cleanly, and gradually transitions to the washing machine to protect the clothes, prevent the secondary pollution of the washing machine, and protect the health of themselves. Internet of clothing, partition washing, washing machine, washing the baby, Self-cleaning and other ecological construction and product development concepts have been valued by more and more washing machine manufacturers, and they have begun to actively innovate washing machine product technology. With the user experience as the starting point, the product structure has been upgraded to meet the ever-increasing consumer demand of consumers.
In recent years, related washing machine companies have also captured the demand for health and quality of life for consumption upgrades, and developed innovative sub-products for different groups of people, from the washing machine market, roller, frequency conversion, large capacity, classified washing, mini washing, The proportion of high-end products such as dryers, smart, washing and drying can continue to rise. The data of Jingdong Household Appliances shows that the demand for rollers and washing and drying is gradually increasing, while the mother and baby washing machines and dryers in mini washing machines are compared with the same period of last year. Prominent. Since 2018, the sales of Jingdong mini washing machine, dryer, drum washing machine and washing and drying machine have increased by 110.4%, 166.2%, 25.2%, 50.1% respectively compared with the same period of 2017.
Sun Zhitao said that the sudden emergence and rapid growth of mini washing machines, dryers and washing and drying machines reflects that the demand for washing machines is becoming a past tense. Industry consumption, which represents health and quality demand, is becoming a new driving force for market development, and also shows that families The change of clothing care concept will bring new opportunities for the development of the washing machine market. On the other hand, the low market penetration rate also means huge growth space and development potential.
Lu Shenghua, editor-in-chief of China National Grid, believes that after nearly 40 years of rapid development, China's washing machine industry has gradually entered the 'second half', and the scale of production and sales has stabilized. The upgrading and structural upgrading have become the main theme of the development of the industry; User-centered value orientation will also take the lead, product form will evolve further, and new channel formats and business models are also in the pipeline.
Xu Dongsheng hopes that the relevant washing machine enterprises and channel dealer representatives can better spread the innovative products of the washing machine industry to consumers, let consumers pay more attention to the washing machine's care of clothes, and even incite the family to buy a second washing machine. The online shopping market accounts for more than 60% (data source: Ministry of Industry and Information Technology "2018 first half of the home grid purchase analysis report") leader, Jingdong home appliances have spared no effort, in recent years, constantly committed to promoting the development of the washing machine industry, Constantly transforming and upgrading the washing machine industry and enabling sustainable development.
Jingdong Appliance Washing Machine Festival starts
During this forum, Jingdong Appliances also launched the Jingdong Household Appliance Washing Machine Festival with Bosi Home Appliances, Haier, Little Swan, TCL, Samsung, Matsushita Electric, Hisense, Midea, Whirlpool, Konka, Meiling, Rongshida and other mainstream washing machine brands. Promote the structural upgrade of washing machine products together. While the washing machine is developing rapidly in intelligence, Sun Zhitao also said that Jingdong has joined forces with Haier, Siemens and other major brands to promote products on smart products, further promote product upgrades and lead the development of the washing machine market.