Domestic brands still have a lot of potential to b

2022-09-19
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Domestic brands still have much to do with the 700 billion consumer dividends generated by the home appliance industry

at present, the competition in China's home appliance market is becoming increasingly fierce, the downward pressure on the market is intensifying, and the development is facing a "ceiling", and enterprises are in urgent need of transformation. However, although the home appliance industry is under pressure to move forward, the industry upgrading trend is very obvious. The new trend of "Dami shuzhijian" home appliance industry development, domestic brands strive to continue to improve product quality and strengthen brand effect. At the same time, as the consumption promotion policy has expanded a broad market space for the home appliance industry, home appliance enterprises will seize the opportunity to take advantage of the situation -

recently, domestic home appliance products continue to push through the old and bring forth the new, OLED flexible TVs and 8K high-definition TVs are eye-catching, smart refrigerators and fiber washing care machines are eye-catching, and new products in the home appliance market continue to heat up competition

previously, the 2018 annual report of China's home appliance industry jointly released by the China Household Appliance Research Institute and the national home appliance industry information center showed that the scale of China's home appliance market reached 810.4 billion yuan in 2018, a slight increase of 1.9% year-on-year, indicating that the competition in the home appliance market is increasingly fierce and the industry development is facing a "ceiling"

some analysts believe that at the beginning of this year, the new policy of promoting consumption issued by 10 departments is expected to bring 700billion yuan of new consumption space to the home appliance market. Then, how should the household appliance industry shoulder the responsibility of expanding domestic demand and stabilizing growth, and how will household appliance enterprises grasp this opportunity

stimulate consumption of about 700billion yuan

looking forward to 2019, China's home appliance industry is facing macroeconomic pressure, real estate regulation and other constraints. Enterprises need to be prepared to deal with various difficulties and challenges, and actively grasp new development opportunities

at the beginning of this year, 10 departments jointly issued the "implementation plan for further optimizing supply, promoting steady growth of consumption and promoting the formation of a strong domestic market (2019)", and introduced policies to support the development of green and smart household appliances to promote consumption. According to the calculation, referring to the "energy-saving products benefiting the people project" implemented by the national development and Reform Commission and the Ministry of finance, we will promote energy-efficient intelligent products by means of financial subsidies, and give appropriate subsidies to consumers who buy first-class energy-efficient variable-frequency air conditioners, refrigerators, drum washing machines, flat-panel TVs and other products. If the policy is promoted nationwide, it is expected to increase the sales of 150million energy-efficient smart appliances and boost consumption by about 700billion yuan from 2019 to 2021

the national home appliance industry information center predicts that the scale of the home appliance market is expected to reach 829.1 billion yuan in 2019, with a year-on-year increase of 2.3%. The general trend of misleading production control level and industrial upgrading will not change. Quality, efficiency and differentiation will be the main theme of the development of household appliances

Ge Fengliang, vice president of China Household Appliance Research Institute, said that this year, the relevant national policies will gradually tilt towards green and intelligent household appliances, which will greatly promote the release of the demand for updating household appliances. Only by continuous innovation and accelerating the pace of product upgrading can household appliance enterprises win the first opportunity in the fierce market competition

"Da Mei Shu Zhi Jian" has become a new trend

in 2018, household appliance enterprises clearly felt the downward pressure of the market. Just take color TV sets as an example. Last year, the retail sales of the domestic color TV market was 143.3 billion yuan, a year-on-year decrease of 9.59%. Due to weak market demand, the operation of the color TV industry became more difficult and the profitability deteriorated. In case of urgency, color TV enterprises have become a hot topic in the industry for a time

compared with the downturn in the color TV market, the sales of home appliances such as air conditioners, ice washing, kitchens and sanitary appliances, and small household appliances still achieved a certain increase last year. In 2018, the retail sales of air conditioners reached 19.8 billion yuan, a year-on-year increase of 4.5%; The retail sales of refrigerators reached 96.9 billion yuan, a year-on-year increase of 3.5%; The retail sales of washing machines reached 70.7 billion yuan, a year-on-year increase of 3.1%; The retail sales of kitchen and bathroom products reached 176.9 billion yuan, an increase of 1.5% year-on-year. How to choose the manhole cover pressure testing machine? In addition to quality, vacuum cleaners are still the leader in the growth category of small household appliances, with retail sales of 19.5 billion yuan, an increase of 45.6% year-on-year; The growth rate of wall breaking machine is fast, and the market scale has exceeded 10 million

although the home appliance industry is under pressure, the industry upgrading trend is very obvious. Song Jingxue, head of the research department of the national home appliance industry information center, said that consumption upgrading has become a new engine for the development of the current home appliance industry, and the new trend of consumption upgrading can be summarized in five words "great beauty, comfort, wisdom and health"

"big" is mainly reflected in the growth of color TV screen size, the increase of market share of large volume refrigerators represented by double door and multi door refrigerators, and the popularity of large capacity washing machines, dishwashers and large air volume range hoods. Taking color TV sets as an example, the retail sales of 55 inch and 65 inch color TV sets have accounted for more than 30% and 20% respectively. "Beauty" is mainly reflected in the appearance design of household appliances, color TV curved surface, ultra narrow edge design, refrigerator freezer color panel, roller large window, creative small household appliances, etc. have become fashionable. "Comfortable" is mainly reflected in consumers' pursuit of the comfort of home appliances. Airless air conditioners and washing machines with drying function are popular. "Smart" is mainly reflected in the intelligence and operability of home appliances, and the market share of home appliances loaded with WiFi, voice interaction, NFC functions, cameras, automatic delivery and other functions has increased. "Health" reflects consumers' pursuit of health, such as fresh-keeping refrigerators, self-cleaning washing machines, separate washing, health preserving small appliances, fresh air systems, etc

liudanjing, director of the industry information division of the China Light Industry Information Center, believes that the steady growth of the home appliance market in 2018 is the result of the industry's continuous deepening of supply side structural reform and the promotion of the overall upgrading of household consumption

domestic brands still have great prospects

in 2018, the brand integration in the home appliance market intensified, and the brand concentration of traditional household appliances continued to rise. According to the data of the national household appliance industry information center, the market share of the top three, top five and top ten brands in the offline market of air conditioners, refrigerators and washing machines is expanding

just take the air conditioning market as an example. In 2018, the retail market share of the top three brands increased from 72.1% in 2017 to 73.6%, the retail market share of the top five brands increased from 82.2% in 2017 to 83.8%, and the retail market share of the top ten brands increased from 93.0% in 2017 to 93.8%

experts believe that in a relatively mature and highly competitive industry such as traditional household appliances, the growth space is limited, and brands basically trade one another. The continuous concentration of market share to top brands means that the living space of small and medium-sized brands is constantly compressed. With the concept of quality consumption deeply rooted in the hearts of the people, consumers are more and more inclined to choose brands with high popularity and good service reputation; Small brands are increasingly marginalized and even eliminated

it is worth noting that in the home appliance market in 2018, domestic brands have a significant upward momentum. Whether it is the traditional large home appliance market or the emerging category market represented by dishwashers and wall breaking machines, the market share of domestic brands is expanding rapidly. In the traditional large household appliance market, which adapts to a relatively large pull, the market shares of domestic brand air conditioners, refrigerators and washing machines reach 90.8%, 76.8% and 63.8% respectively; In terms of emerging categories, domestic wall breaking machine brands represented by Jiuyang, Midea and SUPOR have become the choice of more and more consumers

in addition, while online market sales continue to increase in the overall market share, the growth rate has begun to slow down. In 2018, the retail sales of online home appliance market increased by 15.3% year-on-year. At present, the concentration of brands in the online market is high, and Suning, jd.com and tmall have accounted for 93.9% of the market share

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