"Going to the washboard" should be a very familiar picture for the Chinese. Before the “home appliances went to the countrysideâ€, the main laundry method in most family homes was the laundry table and the washboard. Until now, even though the washing machine has entered thousands of households, many people still use convenient washboards, especially It is not only a waste of time but also a waste of water and electricity when using only one or two pieces of laundry.
However, with the increasing quality of people's lives, washing machines have become an indispensable tool for every household, especially in the winter. People used to wash laundry in the laundry, pond and river. But as they grow older, they are not only victorious. In the past, touching cold water was also a pain. Nowadays, “home appliances going to the countryside†has been in the past 10 years. Since 2008, the wave of “old-age†washing machines has also reached the replacement node. The organization expects that the concentrated “lay-off†in the next decade will bring the annual washing machine market to the next few years. Up to 20 million replacement needs.
The "2018 Washing Machine Industry White Paper" released recently shows that health, large capacity and intelligence will become the new development of the industry and become a key consideration for consumers to purchase. It is widely believed in the industry that washing machines are entering the stage of upgrading the stable “slow cow†climbing. As a major growth driver, the replacement demand for washing machines will be gradually released under the momentum of subdivided frequency.
In the new category, washing machine manufacturers are exploring the plasticity of washing machine products. At present, the washing machine industry is in the introduction stage of new category exploration, from pulsator, roller, inner and outer tube to pollution-free washing, from dryer, washing and drying to split washing machine, to the recently launched double-tube multi-type washing machine, each Enterprises have come up with "killers" to seize the market and break the monopoly of washing machines. Dryers that have been popular in foreign countries for many years are also popular among consumers in China, and have entered a period of rapid market growth, which is expected to open a new runway for the washing machine industry.
The drying machine market (including washing and drying machine) and the introduction of Haier twins and Little Swan multi-roller models have expanded the storage space of washing machines in another form. The data shows that the size of China's dryer market is expected to reach 192,000 units in 2017, a year-on-year increase of 42%. Compared with the foreign dryer market, its future growth potential is still huge. And nearly 80% of the premium washing machine products have become the Nuggets Highlands. The outbreak of sub-categories such as “zone washingâ€, washing and drying, and dryers will also become the focus of competition among manufacturers, creating opportunities for washing machines to overtake the corner.
According to relevant statistics, the cumulative production of household washing machines in China reached 76.209 million units in 2016, a cumulative increase of 4.9%. It is estimated that the cumulative output of domestic household washing machines in 2017 will reach 78.57 million units. The data shows that the output of domestic household washing machines in China from January to October 2017 was 63.954 million units, an increase of 3.9% year-on-year. In October, the output was 6.583 million units. Then, at the end of the two months at the end of the year, the pressure on the washing machine to complete at least 15 million units is not large. However, according to the data of Zhongyikang, the retail volume of China's washing machine market from January to October this year was 30.15 million units, which is half of the output. In addition, the share of washing machine exports has also increased significantly.
From a brand perspective, the stronger the washing machine industry is climbing in the slow lane, the weaker the weaker, and the Matthew effect is polarized. According to the 49-week washing machine sales data released by Yikang, the authoritative research institution of the market, Haier's market share is as high as 33.2%, and the second and third brands account for 18.1% and 13.9% respectively, respectively. Department) and Siemens, followed by Panasonic and Midea.
According to Industry Online, the average annual growth rate of washing machine sales in 2007-2016 is 7.6%. Since the acquisition of Little Swan by the United States in 2008, the US Department has almost occupied the sales share of domestic brands in the past five years, while the Haier system is at the high end of the region. Market share even exceeds foreign brands. As the concentration of the industry continues to increase, the discrete market for washing machines outside the first-line brands will slowly be gathered by the oligarchs.
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