The washing machine market was calm in the first half of 2018.
According to the China Household Appliances Research Institute released the "2018 Washing machine industry white paper" is expected in the next 3-5 years the washing machine market will usher in a ' slow bull ' type growth, the first half of 2018 washing machine market scores more confirmed this forecast. In the first half of 2018, the retail sales volume of the washing machine was 10.87 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 volume, the double growth momentum to maintain, but the growth rate has shown a slowing trend. Fortunately, in the development process of washing machines, the quality of life needs to promote a large tide of consumption upgrading, making the market pattern continues to change, high-end market to become the industry consistent goal. Midea, Hisense, Haier and other enterprises in the new round of offensive, continue to promote technological innovation, marketing and channel change, continue to explore the sub-category and the conservation of ecology.
Can be seen, washing machine industry in the second half campaign has quietly begun.
The hidden worries behind the steady market growth
In the face of the overall market growth slow and market dividend gradually disappear, the industry reshuffle speed intensified, also let many enterprises pinch a cold sweat. In the first half of 2018, the retail sales share of the TOP10 brand in the washing machine market was 92.1%, a 1.2% increase from the same period last year, according to the monthly monitoring data under the China-Hong Kang line. Can be seen, the washing machine industry advantages are moving towards the giant enterprises, brand concentration to further strengthen, which means that the pace of the industry reshuffle speed, which for bringing new technology into the Bureau of Enterprises or small enterprises is undoubtedly a sad news.
The data show that in the first half of 2018, the number of brands in the washing machine offline market was 154, a decrease of 8 compared with the same period last year, the number of online brands is 124, and the 4 decrease compared with the same period last year.
In this situation, the development of washing machine enterprises, this is the issue of the Times.
Adapt to high-end trends, the second half of the enterprise layout Consumption upgrade trend, consumers to the washing machine function, design and quality of higher requirements, driving the washing machine market to open high-end road to seek new vitality. In this context, foreign brands ' crowding ' the domestic market seems to have become a trend. American Connaught, GE, Siemens, Delphi, Bosch and other high-end brands are invariably increasing their investment in the Chinese market, and through the classification and conservation of ecological exploration, and strive to occupy a place in the high-end market.
Just before long, the Hundred Years of home appliance brand AEG from Germany also held a high-profile gala dinner in Beijing, opening the prelude to entering the Chinese market. As we all know, washing machine market saturation is relatively high, the user group is generally mature, how to release the user's ' replacement ' needs, it has become a problem that enterprises must think about. In this regard, foreign high-end brands with strong technical reserves and congenital brand Plus, to become a high-end market cannot be ignored a pole.
In the case of AEG, the focus of its product research and development has been from ordinary washing, to the washing of high-end clothing, and from the clean, color, fine, professional, environmental protection and other aspects of the overall improvement of product performance. For example, innovative softwater technology soft water technology, to solve domestic hard water washing malpractice, inhibit scale, so that detergent in the lower temperature can also work efficiently, give clothing soft care. The small black dress after the AEG washing machine 50 times wash, also can be new as ever, stunning not minus.
and Absolutecare system Professional care systems, whether it is silk, wool clothing, or emergency clothing can be the perfect care, to the best care for clothing. AEG this time with washing machine, clothes dryer, washing machine into the high-end market in China, and in Shanghai, Shijiazhuang, Xian, Shenzhen and other lines of the city to open brand experience shop, hoping to use the opportunity of consumption upgrade, for Chinese consumers to bring the German department of High-end quality of life experience.
But whether these innovative technologies are recognized by consumers will need to be verified in life. The new engine of high-end washing Machine Industry | Import big brands to target the domestic market