Since 2018, due to the stable and changing macroeconomic situation and the lack of new consumer demand, the entire home appliance market has been under pressure, and the growth rate of the washing machine market has slowed down, but it still maintains a steady development momentum. In the continuous development, the tide of consumption upgrading caused by the demand for quality of life has provided confidence for the whole industry. In this context, enterprises are steadily promoting the demand for health care, constantly promoting technological innovation, marketing and channel transformation, and continuing to focus on emerging segments and The conservation ecology explores and injects new kinetic energy into the development of the entire industry.
On October 11th, guided by the China Household Electrical Appliances Association and the Information and Industry Development Department of the National Information Center, China National Grid hosted the 'Washing the Best of Your Career' - 2018 China Washing Machine and Dryer Industry Summit Forum Beijing, Bosch Home Appliances, Didu, Haier, Hisense, Whirlpool, Casa Di, Konka, Midea, Meiling, Rongshida, Samsung, Panasonic, TCL, Siemens Home Appliances, Little Swan, Xiaoji and other mainstream washing machine brands and forum strategic partner Jingdong Representatives from home appliances and other enterprises attended the meeting to jointly sort out consumer trends and industrial situation, and further explore the new impetus for future market development. During the conference, Jingdong Appliances joined forces with many mainstream washing machine brands to create the 2018 Jingdong Washing Machine Festival.
The structural upgrade bonus is continuously released. The regional market provides strong support.
After the market peak in 2010, the washing machine market entered a stable development period. The continuous upgrading and product structure adjustment became the main support for the development of the industry. Compared with the growth rate of more than 10% in the same period of 2017, the washing machine market sales since 2018, sales The amount has been adjusted, but the development dividend brought about by structural adjustment is still considerable.
National Information Center data show that domestic washing machine sales in January-August 2018 was 24.55 million units, an increase of 2.7% year-on-year, sales of 49.1 billion yuan, an increase of 8.05%.
In the recent research on the washing machine market, many washing machine companies told the China National Grid that the washing machine market has started to slow down since New Year's Day. Compared with the same period in 2017, there will be a certain gap in the washing machine market since 2018. However, thanks to the continuous release of the product structure upgrade dividend, the growth rate of washing machine sales is relatively stable.
'China's washing machine industry has entered a period of maturity, and the industry's driving force has gradually shifted from the traditional scale expansion to the product structure upgrade. 'Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, pointed out that the consumer side is mainly driven by the replacement of demand, the market Constantly subdivided, the increasing proportion of high-end models is the main feature of this stage.
According to the National Information Center data, the sales volume of fully automatic drum washing machines in the domestic urban market increased from 49.95% last year to 53.25% this year from January to August this year, and the sales ratio increased from 70.77% to 73.20%; The price increased from 3,764 yuan last year to 4027 yuan, an increase of 6.98% year-on-year; the average price of washing machines increased from 2,656 yuan last year to 2,929 yuan, an increase of 10.28%.
The high-end consumer trend is equally evident on the e-commerce platform. Taking Jingdong as an example, the sales volume of washing machines in the price range of 3500-4000 yuan of Jingdong platform has increased by 29.8% year-on-year, and the sales of washing machines in the price range of 4000-5000 yuan has increased by 58.4%. The sales of washing machines in the price range above 5,000 yuan increased by 46.4% year-on-year.
Director Cai Ying, senior industry expert of the National Information Center, said 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 and Southwest China and the significant growth in the market in the third and fourth grades are also the overall market size. The stable development has provided important support, and the channel sinking and channel management and control capabilities have become an important factor in testing the market expansion capabilities of production enterprises.
Since the beginning of this year, sales in Northeast China, North China, East China and South China have declined, with South China's market having the largest decline, while Central China, Northwest China and Southwest China showing an upward trend. From the perspective of tiered markets, sales of first- and second-tier cities have shrunk slightly, and third- and fourth-tier cities have maintained The upward trend, the market growth below the fourth level is more obvious.
According to Sun Zhitao, general manager of Jingdong Home Appliances Ice Washing and Marketing Department, the unit price of Jingdong platform in the city market of Grade 4 and below has increased significantly since the beginning of this year. The sales growth rate of washing machines in Grade 4, Grade 5 and Grade 6 cities has reached 30.8% respectively. , 38.7%, 45.3%.
Sun Zhitao said that the consumption power of cities in Grade 4 and below is increasing. With the continuous improvement of the offline channel system of Jingdong Gang, specialty stores, offline experience stores, etc., the fourth-tier cities and below will release more energy.
Health care products are blooming, industry technical standards continue to improve
In the investigation process, the relevant washing machine enterprises agreed that the consumption upgrade to promote product structure optimization is the most important driving force at the current stage of the industry. Focus on product quality and service level improvement, and grasp the healthy consumption boom to carry out innovation and upgrading of the washing technology, and continuously provide Subdivided products are an important path for the washing machine industry to continuously meet the growing needs of people for a better life.
'The consumer market now presents a quality and diversified consumer trend, and products that can satisfy consumers' quality of life and health experience will be very popular.' Liu Jianguo, general manager of Hangzhou Matsushita Household Appliances Co., Ltd. believes that it is healthy and tasteful. High-end products and differentiated products targeting the market segment will become an important driving force for the future of the washing machine market.
At present, the market demand for washing machines has gradually changed from 'washing clean' to 'washing healthy' and 'washing comfort'. In the face of the constant release of demand variables, the company's product innovation enthusiasm continues to rise.
For example, in terms of washing demand, the mainstream washing machine company has introduced a pulsator + drum hybrid speed cleaning design, which greatly shortens the washing time while improving the washing rate; and the intelligent dispensing function can finely control the amount of detergent, intelligent The detection function can monitor the water quality in real time, directly display the degree of rinsing and cleaning of the clothes; the pollution-free design, the tube washing, the self-cleaning function can avoid secondary pollution, and push the cleaning technology and design to a new level.
In the aspect of healthy washing and washing, the middle and high-end washing machines and dryers are equipped with sterilization, odor, deodorization and dust removal functions to provide consumers with all-round health care; cold water washing, color washing and other techniques can slow down the fading Clothing life; raindrops, plum blossoms, honeycombs and other inner cylinder texture design can reduce clothing wear and prevent deformation and shrinkage of clothing; air washing, steam drying and other technologies can reduce wear, wrinkle, sterilization, deodorization, warm clothing, Washed, high-end clothing that is not convenient for dry cleaning provides a simple and convenient 'third channel'.
The washing machine industry's health care technology results are blooming, providing a strong guarantee for the improvement of consumer experience. Take the iQ500 series of Siemens washing machine, dryer, and washing machine as an example, the iSensoric technology can be more Azimuth sensing and collecting laundry parameters, automatic and accurate delivery of washing liquid and softener, and providing solutions for various washing and drying needs; its delicate drying function also provides a two-way dry and ready-to-dry storage mode for daily and Seasonal dry-drying; hot air refreshing function can decompose odor molecules attached to clothing through high-temperature airflow; in addition, it is equipped with a dual self-cleaning condensing system, BLDC brushless variable frequency DC system 'three-core power', within the water rhyme The function of the tube, water rhyme noise reduction side plate and other features will be deeply integrated and efficient noise reduction. Whether it is a large down jacket or a delicate sweater, it can be deeply and comprehensively protected.
In fact, in addition to the efforts at the enterprise level, the revision and improvement of national standards provide clear guidance for the improvement of the health care experience. On October 1, the revised new national standard for washing machines GB/T4288-2018 "Household and similar uses" Electric washing machine is officially implemented.
It is reported that the central idea of the revision of the standard is based on the 'effective volume of washing machine washing tub (barrel)', which objectively evaluates the three core indicators of 'washing performance', 'rinsing performance' and 'wear performance', further improving For the resource consumption (energy consumption, water consumption) limit requirements, the two measures of shutdown/standby power and annual power consumption are added, which can more comprehensively evaluate the power consumption of washing machine products. Wool fabric washing performance, vibration Performance and grading of main performance are the direction for the development and evaluation of high-end washing machine products.
Lu Jianguo, director of the Institute of Testing and Measurement Technology of China Household Electrical Appliances Research Institute, said that no matter whether it is a test project or a graded classification, the new standard is in a leading position worldwide. The new standard will lead the washing machine to wash the health and care for the clothing. At the same time, the implementation of the new national standard for washing machines will further promote the industry and promote manufacturers to develop more products for market segments and different scenarios.
Segmentation of incremental market vitality, cross-border ecological construction is in the ascendant
In the industrial situation of kinetic energy conversion, household electrical appliance enterprises are also diversifying and innovating the conventional categories while digging into the market demand, and they are also vigorously deploying new categories, and maintaining strategic advantages in the market competition by means of 'deeply expanding the inventory layout'. Among them, the growth of dryers, washing and drying machines and mini washing machines is particularly impressive.
Ovi Cloud's omni-channel data shows that the sales volume of dryers in January-August 2018 reached 21,000 units, and sales reached 910 million yuan, up 33.6% and 54.8% year-on-year respectively. The sales volume increased by 73.2% and 70.9% respectively, and the offline sales and sales volume increased by 52.9% and 54.6% respectively.
According to Jingdong Household Appliances Data, sales of Jingdong platform mini washing machines increased by 110.4% year-on-year since 2018, dryer sales increased by 166.2%, and washing and drying machine sales increased by 50.1%.
In the course of the investigation, the person in charge of the relevant washing machine company believes that the rapid growth of the dryer and the washing and drying machine is a microcosm of the continuous release of quality life, while the volume of the mini washing machine shows the demand for maternal and child care. The continuous growth has made the promotion of the second washing machine in the family possible.
With the integration and development of the care industry, the washing machine enterprises have set off a wave of cross-border cooperation. While continuing to carry out cross-border cooperation to create a comprehensive care plan, the product categories are also expanding, and a multi-party resource-aggregated care industry The ecology is gradually forming.
On May 25 this year, Casa Di announced the pain points and appeals for the elites of the business travel, and joined hands with Shandong Airlines and Ctrip to build high-end care solutions for business travellers.
On August 26th, Haier Yilian Ecological Platform, China Garment Association, China Goods Coding Center, etc. jointly led the establishment of China Garment Union Ecological Alliance to create users, resources, platform and factory, shop, home '3+3' A win-win ecosystem. Among them, Haier Yilian Ecological Platform has continued to incubate and launch smart shoe care machine, Internet of things washing machine, smart ironing board, 3D smart closet mirror, children's smart wardrobe and other products, covering washing, washing , storage, wear, purchase the whole process.
On October 8th, Whirlpool and Jingdong Appliances reached a strategic cooperation to provide a better service for the elite of the workplace in terms of clothing care and experience enhancement. In addition, Whirlpool also launched a special focus on the elite of the workplace with the famous American high-end clothing brand GANT. The new Rui clothing care plan', in order to better meet the consumer's requirements for quality life and deepen potential needs, to further explore the trend of fashion quality life.
Lu Shenghua, editor-in-chief of China State Grid, said 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 industry development. With the domestic consumption level Improvement, people not only pay attention to the cleanliness of washing, but also begin to pay attention to the 'washing' demand for clothing care and drying of clothes, which also indicates that the washing and use scene around the clothes will split into more subdivision functions and forms. 1. This is also the direction of future product upgrades and market increments in the washing machine industry.