More than half of 2018, new demand in the real estate market is not strong, and raw material prices are running at high prices, bringing many unfavorable factors to the washing machine market. However, under the stimulus of holiday promotions, retail sales have increased. According to statistics from Owen Cloud Network, retail sales in the first half of the year were 16.05 million units, a slight decrease of 0.4% year-on-year, and retail sales were 32.3 billion yuan, an increase of 5.9% year-on-year. Among them, the offline market has retail sales of 9.018 million units and retail sales of 21.82 billion yuan. From the price point of view, the online market average price is 1658 yuan, while the offline market average price is 3123 yuan.
Whether in the offline or online markets, domestic brands have performed well, while most foreign brands are in a difficult situation.
In major offline markets, Midea’s product structure adjustments have shown results and improved operating efficiency. The average price of Midea washing machines was 2,114 yuan, a year-on-year increase of 21.3%, the highest increase in the industry. Little Swan ranked second in the industry with an average price of 2,989 yuan, an increase of 14.8%. The Haier washing machine is characterized by its rapid increase in share, price reductions for classic models, and large-capacity layout to gain share growth. The intensive unevenness of Casarte in the high-end and ultra-high-end markets in 2018 caused the average price to rise by 10.1% to 8448 yuan .
Compared with domestic brands that operate in groups, foreign brands are in a difficult situation. The retail sales of Samsung, Siemens and Panasonic are all lower than the industry average growth rate of 10.5%. Panasonic washing machine's retail sales accounted for 8.3% in the first half of the year, an increase of 0.7% year-on-year. Siemens' retail sales accounted for 13.1%, but it was down 1.1% year-on-year. Samsung’s share of retail sales had the lowest decline, with its share of retail sales accounting for only 2.9%, a drop of 1.2% year-on-year.
In the online market, Haierhao took 29.4% of retail sales, an increase of 4.7% year-on-year, leading the industry in terms of year-on-year growth in retail sales. At the same time, both TCL and Hisense achieved both retail share and average price growth. None of the foreign brands achieved both increase in share and average price. Siemens also saw the only share and average price decrease among all brands. Statistics show that Siemens’ retail sales share was 10.96%, down 1.2% year-on-year, and the average price was 3638 yuan, a year-on-year decrease of 1.9%.
According to the analysis of Ovi Cloud Network, the market opportunities in the second half of the year mainly come from the upgrading market and the product structure upgrade opportunities brought by the consumption upgrade. At the same time, the new demand in the third and fourth tier markets cannot be ignored. In 2018, retail sales achieved a small increase. Specifically, in 2018, the overall sales scale of washing machines will reach 37.08 million units, with total sales of 75.8 billion yuan. Among them, online channel retail volume was 17.6 million units, a year-on-year increase of 19.6%, and retail sales were 27.3 billion yuan, a year-on-year increase of 28.1%; offline channel retail sales were 19.48 million units, a year-on-year decrease of 12.1%, and retail sales were 48.6 billion. Yuan, a year-on-year decrease of 4.0%.
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