The shift in consumer demand is forcing innovation and upgrading in all walks of life. In 2018, the washing machine industry has also ushered in many new changes, and the market opportunities for dryers that have not yet been popularized are highlighted.
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.
Jingdong appliance data also shows that the sales of mini washing machines of Jingdong platform increased by 110.4% year-on-year since 2018, the sales of dryers increased by 166.2%, and the sales of washing and drying machines increased by 50.1%.
With the improvement of people's living standards and consumption power and the enhancement of health awareness, consumers' demand for washing machines is becoming more and more demanding: On the one hand, consumers have put forward higher requirements for the traditional 'washing' function of washing machines. The washing machine can provide exclusive laundry solutions for different fabric materials and different users. On the other hand, consumers' demand for the functions of 'dry' and 'net' of washing machines is becoming more and more urgent.
To this end, many companies have expanded their product lines, Bosch, Samsung, Little Swan, Siemens, Haier and other washing machine companies have laid out dryer products. According to the sales monitoring data of GfK China household dryers: 2018 From January to August, the dryers launched a total of 69 new products.
Cheng Xingzhong, director of Haier washing machine user planning, said: 'The dryer is definitely a trend,'. Lu Shenghua, editor-in-chief of China National Grid, also believes that the market capacity of dryers is very large. Another runway in the washing machine industry is the dryer.
It is understood that there are staged substitutes in the development of domestic dryers, the compromised product - washing and drying machine. This adds drying function to the washing machine, blending laundry, drying, drying A new intelligent washing and drying machine with functions in one, constantly promoted by the manufacturers, and the local education of the user to dry the clothes.
Regarding the purchase of dryers and washing and drying machines, experts gave suggestions on the "2018 China Washing Machine and Dryer Industry Summit Forum" held recently.
Xing Zhe, Product Director of Washing Machine Product Center of TCL White Appliances Division, suggested that 'single-type dryers are suitable for consumers who have multiple drying needs. From the effects, the use experience, the user experience is better than the independent dryer.'
Zhang Bin, product manager of the US R&D center, believes that the biggest advantage of washing and drying is that it saves space, but there is a lack of experience. He also recommends that users who don’t want to buy too expensive but want to use good effects are more suitable to buy condensing clothes. Machine; if the family conditions are better, recommend a heat pump dryer.
About the heat pump dryer, according to Jin Liang, general manager of the Gome retail white business unit, according to the Gome data, the absolute sales of the inline and condensing dryers have been increasing, but the heat pump dryers accounted for The proportion is getting bigger and bigger. In 2017, the in-line and condensing type was 1.82 million yuan and 4.78 million yuan, while the heat pump type sales have reached 18.25 million yuan. In the Gome plan, 2018, heat pump dryer The sales will reach 85 million yuan.
As an emerging category of washing and nursing home appliances, the penetration rate of dryers in the European and American markets has reached 60% and 90%, but since the domestic market is still in the stage of user awareness and acceptance, the penetration rate is less than 5%.
However, Jin Liang believes that in 2018, the market penetration rate of dryers will reach about 10%. In his view, the development trend of dryers will be health, large capacity, heat pump and intelligence.