In the past period of time, the washing machine market has been dynamic, and domestic and foreign companies have convened a new product launch conference to promote a new season of washing machines. Although it seems that there is no sign that the Chinese washing machine market can suddenly increase sharply, except for the upgrading and upgrading of consumption, other favorable conditions are very limited, but it still does not prevent the major washing machine merchants from making iterative progress. Haier, Samsung, Panasonic, Qishuai and other domestic and foreign companies have launched their own new washing machines, adding a lot of fresh vitality to the market.
Market: new washing machine products
Compared with other home appliances, the washing machine market has recently been new. On June 20th, Haier Leader Weizheng washing machine debut, the main "induction wash" technology, and a one-button waterproof windbreaker and does not damage the waterproof coating has attracted much attention.
It is understood that Haier Leader Weizhen washing machine through the big data intelligent adjustment washing machine washing program, while with 756 million power level wisdom washing program and 26 special stain washing program, can make clothing washing ratio increased by 10%, users only need one The key turns on the intelligent “induction wash†program, the washing machine will automatically recognize the softness of the water, the weight of the clothes and the degree of stains for intelligent washing, and also wash the special fabrics such as woolen hair and silk to meet the new people. "One button to solve all laundry problems" needs.
Haier washing machine new products did not appear two days, on June 22, Samsung appliances showed Samsung's "washing and drying partner" - Quick Drive Samsung Zhimu · multi-dimensional double-drive washing machine + Samsung Rui Mu · net speed dryer. The combination achieves innovative upgrades in intelligent quick-washing and quick-drying, and is equipped with multiple intelligent sensing programs, and can use the multi-sensors such as water volume testimonials, clothing sensing, and stain sensing to sensitively sense clothing while carefully monitoring the whole process of washing. A variety of data such as weight, water level, and dirtiness provide a customized cleaning solution for different clothes.
In addition, it is equipped with steam sterilization and deep dust removal function. Through the steam released from the bottom of the drum, the three-dimensional permeation sterilization of the clothes from the surface to the fiber is realized, and the principle of pasteurization based on the low temperature advantage can be effective. Take care of 99.9% of the bacteria on the clothes while taking care of the clothes.
On July 8, Qi Shuai exhibited dozens of new products at the 2018 National Marketing Summit, including double ultrasonic self-cleaning series, fifth generation 4D colorful, 20 kg large capacity, V8 dazzle power series, stainless steel dazzle gold. New washing machines such as wire drawing box and dazzling diamond series, fully upgraded washing technology to meet the needs of all-round care.
On the same day, Aucma washing machine also displayed dozens of products such as Elite series drum washing machine, dryer, and pulsator automatic washing machine. The new product also introduced three major health sterilization technologies: ultrasonic cleaning, silver ion sterilization, ultraviolet sterilization. It aims to provide users with a clean, healthy, safe and comfortable living environment.
In addition, Panasonic released a new cabinet-type washing machine Cuble Royal Platinum series new products, the main life art aesthetic design; Casa Di debut fiber see PLUS washing machine, successfully air-washed iteration, to create a professional-grade air wash; TCL force push-free pollution Washing and drying one drum washing machine, with 100% free pollution, completely bid farewell to solid pollutants and germs, achieving 100% health care for all-round pollution-free, etc., the domestic washing machine market is surging, a fierce new product market battle is on the verge !
Trend: change the pulse to the tide
The washing machine enterprise has a wide range of new products, and it has an inestimable effect on the promotion of the washing machine market. In the past six years, China's washing machine production has remained at more than 70 million units, and the average annual compound growth rate of refrigerator production in 2013-2017 was 1.02%. Although there are data showing that the output of domestic household washing machines in the first quarter of 2018 was 17.605 million units, a decrease of 1.7% over the same period of the previous year. However, from the large scale of January-May, the cumulative output of domestic household washing machines was 28.566 million units, still accumulating. The increase was 1.2%, and the increase was normal. It is estimated that in 2018-2022, the annual compound growth rate of China's washing machine production will be 1.41%.
In the middle of this year, new washing products will continue to emerge in the market, which will also drive sales in the washing machine market. More importantly, the washing machine, as one of the most popular household appliances, has gradually entered the renewal period from the popularization period. This is the key point for the majority of washing machines companies to plan new products.
At present, there are data showing that the number of households in urban households has reached 94.20, and the number of rural households has reached 84. In 2017, the total sales volume of washing machines was 64.53 million units, an increase of 9.8% year-on-year, of which domestic sales were 41.35 million units and exports were 23.18 million units. This means that the industry's sales growth rate has rebounded steadily in the past two years, mainly due to the upgrading of product structure under the upgrade and replacement of consumption.
With the continuous improvement of social consumption level and the increasing demand for consumption upgrade, most consumers in China have risen from “basic consumption†to “quality consumptionâ€. The early purchase of washing machines has also been updated with the upgrading of houses, new high-end Washing machines and healthy smart washing machines quickly entered the homes of ordinary people. This can be clearly supported by the sales data.
The data shows that the overall average price of the washing machine industry in 2017 was 1843 yuan, a year-on-year increase of 4.8%; in 2017, the average sales volume of roller products reached 3098 yuan, a year-on-year increase of 19.5%. However, during the same period, the average price of the pulsator and twin-cylinder products was only 1,391 yuan and 658 yuan, and the sales growth was only 2.3% and -12.1%.
It can be seen that the replacement of washing machines is accompanied by consumption upgrades. Along with consumer consumption upgrades, the washing machine industry is constantly innovating and developing. The technological changes are very fast and gradually stable. From the early pulsator to the later roller, to the current multi-barrel, air washing, etc., the technology is constantly upgrading and stable. The price is also within the acceptable range, so the relatively high-end high-quality washing machine has become the first choice for the replacement of citizens' home appliances. The average price increase in the market is also expected.
Focus: Is it possible to fight health and intelligence?
Then, what is the washing machine product that consumers who prefer to upgrade and prefer? In the broad sense, most of them are high-end quality. On the specific point of view, more performance is healthy and intelligent. Judging from the new features of the washing machine released this year, health sterilization, intelligent control and so on seem to be standard features.
First, after entering the era of quality consumption, the concept of consumer demand has changed from enjoyment consumption to healthy consumption. The problem of self-cleaning of washing machine sterilization and washing machine itself has been paid more and more attention. Today, manufacturers are constantly introducing washing machines with bactericidal functions, self-cleaning functions and cleaning tips to meet the health needs of consumers.
Whether it is the Quick Drive Samsung Zhimu multi-dimensional double-drive washing machine, or the Aucma Elite series drum washing machine, or the TCL pollution-free washing and drying integrated drum washing machine, they spare no effort in healthy sterilization, although the tricks are different, but the goal is the same. They are all designed to make the laundry more healthy.
Secondly, in addition to laundry health, the intelligentization of washing machines is also the main point that major manufacturers are focusing on. At present, artificial intelligence has entered the 2.0 era, consumers are constantly improving the quality of home life, and enterprises are thus focusing on deepening intelligence and highlighting the user experience. In the washing machine market, in 2017 alone, the retail volume of smart washing machines with WIFI function increased by 129.8% year-on-year, and the retail volume of smart washing machines with automatic delivery function increased by 26.5%. It can be seen that smart washing machines are rapidly entering thousands of households.
For intelligent needs, Haier Leader Weiwei washing machine intelligently adjusts the washing machine washing program through big data; Quick Drive Samsung Zhimu·Multidimensional double-drive washing machine is equipped with multiple intelligent sensing programs; TCL pollution-free washing and drying integrated drum washing machine is equipped with T-DI Intelligent and accurate automatic delivery system, one-time addition to meet the needs of users in January, is the in-depth exploration of washing machine brands in the field of intelligence.
In the face of health and smart tide, major washing machine companies have carried out scientific research work, strengthened intelligent exploration, and created a healthier and smarter ecological care solution for users. However, when competition becomes homogenous competition, can washing machine companies fight health and intelligence?
The author believes that home appliance companies launch new products at any time, based on consumer demand, rather than simply following the market technology trend. At present, China's economy is developing rapidly, and people's living standards have been greatly improved. It has ushered in a new wave of consumption upgrades and renewals. In particular, the shopping concept of new people represented by the 80s and 90s has changed from “coping†life to “business life, Enjoy life, it seems more rational. This requires home appliance companies to pay more attention to the needs of new consumers, and find the direction of differentiation.
In fact, for the development of the washing machine industry, user demand is no longer so simple to wash clothes, to meet the needs of users for scenes, intelligence and comprehensive care of clothing, is the key element for enterprises to develop explosive washing machines.
At present, under the influence of complex environmental factors such as raw materials, the competition in the washing machine industry is becoming increasingly fierce, the survival of small brands is becoming more and more difficult, and the concentration of industry brands is further intensified. Who can truly change the pulse and replace the tide, and seize the lifeline of sustainable growth, who will be the first to qualify in the 10,000-mile runway!
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