After a sustained market downturn, the Japanese white goods industry hit the highest rebound space in nearly 20 years, bringing new inspiration to the Chinese home appliance industry, that is, as long as it adheres to products and technology, it will definitely obtain new business opportunities and cakes.
After several consecutive years of downturn, Japanese white goods began to grow in the market from 2016, and the white goods market in 2017 was even stronger, with the supply volume hitting a new high since 20 years. In addition to large white goods such as air ice wash, it also includes some emerging small appliances for health and beauty. The rise of the Japanese white goods market, while the decline of Japanese home appliance brands, is not a small opportunity for Chinese home appliance companies.
A few days ago, the Japan Electrical Machinery Industry Association (JEMA) released data saying that in 2017, domestic supply in Japan increased by 2.0% over the previous year, reaching 2.3479 trillion yen, the highest level in 20 years. Among them, the three main products, indoor air conditioners, refrigerators, and washing machines, which account for more than 60% of the total, have maintained growth; at the same time, the functions such as hair dryers without loss of hair are good, and the demand for high-priced beauty and health small household appliances has also been greatly activated. Become the focus of growth.
For the Japanese market, white goods shipments have fallen for three consecutive years before 2016. The expansion of market demand in 2017, in addition to the impact of the demand for the “last policy to grab the last bus†before the consumption tax increase, also includes the increase in demand caused by changes in consumer preferences. For example, the requirements for energy-saving products are increasing. For example, as dual-worker households increase the time-saving appliances, thinner welcomes, large-capacity refrigerators and washing machines, etc.
From the perspective of many hot-selling products, this trend is becoming more obvious. The electric hair dryer launched by Dyson in the United Kingdom expands the temperature adjustment range of hot air, which is not easy to damage the hair and scalp. In the field of air conditioning, General Fujitsu introduced models that kill 99% of mold and miscellaneous bacteria and make it easy to blow clean air. In the large appliance chain Bic Camera Yurakucho, half of the refrigerator stores are occupied by large refrigerators with a capacity of more than 550 liters. With the upgrading of consumer demand, the unit price of products has also increased, and the trend of high-end markets continues to rise significantly.
The Japanese white goods market is growing strongly, while traditional Japanese home appliance manufacturers are no longer in sight. Sharp, Panasonic, Sony, Hitachi, Toshiba and other old Japanese electronics giants have been forced to sell their assets and survive because of the financial crisis. They have divested or even sold their white goods business. At the same time, the rise of Chinese home appliance companies in the world is obvious to all. Midea acquired Toshiba's white goods business, while Haier completed the acquisition of Sanyo and GE, and Chinese home appliance brands are forming a leading role in the global home appliance market.
For Chinese household electrical appliance companies that are accelerating their global layout, localized operation is necessary to achieve a deep excavation of local consumer demand and targeted innovation is an indispensable step. The release of demand in the Japanese market and the absence of local home appliance brands in Japan can be said to be a great opportunity. How to make money in the Japanese market will require Chinese home appliance companies to work harder!
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