Recently, the National Household Appliance Industry Information Center released the "2018 China Household Appliance Industry Third Quarter Report", showing that the overall size of China's home appliance market in the third quarter of 2018 was 182.1 billion yuan. New growth momentum.
Consumers are increasingly focusing on quality of life
In the third quarter of 2018, the sales of smart, healthy and high-end home appliances continued to grow steadily.
The report shows that the penetration rate of smart home appliances has been steadily improved. Taking color TV as an example, the proportion of smart TVs in the third quarter of 2018 has reached 96%, opening up a truly intelligent era; although air-conditioning products are smarter, but The growth rate is very alarming. In the third quarter, the proportion of retail sales of smart air conditioners has exceeded half. For consumers, smart home appliances have become a symbol of quality life.
At the same time, as income levels continue to rise, more and more consumers are no longer simply pursuing low prices, but are more inclined to choose high-end home appliances with strong functions, good performance and better user experience. The pursuit of quality life is changing people's traditional way of life, health, convenience has become a brand new consumer label.
In addition, the new lifestyle brought about by the new lifestyle has also greatly promoted the rise of the home appliance market. In the third quarter of 2018, the domestic appliance market reached 26 billion yuan, a year-on-year increase of 14.8%. Personalized, innovative small appliances Products have begun to be favored, and small and beautiful brands that focus on certain products have a high reputation and influence among consumers. In terms of categories, soymilk, electric fans, electric irons, electric shavers, etc. have entered the market for many years. Life electrical products already have a large foundation, so the growth rate is slower; while electric cakes, electric pressure cookers, rice cookers, blenders, vacuum cleaners, coffee machines, humidifiers, dehumidifiers and other living appliances are still growing faster.
The offline market will pay more attention to the user experience
In terms of channel performance, in the third quarter of 2018, online and offline can be described as the real contrast between ice and fire. The report shows that the online market for home appliances in the third quarter reached 61.5 billion yuan, a year-on-year increase of 15.4%, in addition to color TV, all categories of home appliances online The upper market has shown a positive growth trend.
The offline market failed to maintain the steady trend in the first half of the year, with a drop of 13.6%, and all categories showed a downward trend. However, the status of the offline channel as the main support of the home appliance market has not changed. The proportion is still as high as 66%.
For home appliances, the offline market is still an extremely important purchase channel for consumers. In the future, the transformation direction of physical stores will be to pay more attention to user experience, strengthen interaction, and provide refined and personalized services.
According to the report, at present, China's retail industry is undergoing a third change, namely, online and offline smart retail sales. Only wired and offline linkages can promote the continuous development of the entire household appliance industry, so it has an omni-channel retailer. The advantage will be more obvious.
Future market competition will be more intense
According to the report analysis, due to multiple unfavorable factors such as real estate, climate, and flat demand, the overall sales of the home appliance market in the third quarter of 2018 and the trend of each category showed an increase in pressure. Although the fourth quarter will usher in more promotional nodes, it is huge. The market competition pressure will make the brand concentration higher and higher.
Ge Fengliang, deputy dean of the China Household Electrical Appliances Research Institute, said that people's consumer demand is expanding, new personalized consumer demand is constantly forming, and competition in the market will become more intense in the future. New demands and challenges are placed on the market.
Zhang Wei, director of the Integrated Business Department of the China National Light Industry Council, also pointed out that China is a big country in home appliance production and a major consumer of home appliances. The performance of the home appliance market in the third quarter of this year has shown a situation that has not appeared in recent years, but the domestic consumer market. As the economic development stabilizer and ballast stone role is more prominent.
Su Liang, a senior researcher at the National Household Appliance Industry Information Center, said that driven by the objective demand for consumption upgrades, innovation will still be a weapon for home appliance companies to compete in the future. However, as consumption returns to rationality, consumers will increasingly value practical value. Simply borrowing new concept marketing has been unable to gain market recognition and consumer recognition of the brand. Only by being able to impress consumers' products and services in detail, will it have the opportunity to win in the increasingly fierce market competition.