From January to August of 2017, China's washing machine domestic market achieved double-digit growth. From January to July, the sales volume of washing machine online channels achieved a year-on-year growth of 68.5%. Leading enterprises have achieved growth in outperforming the market. In this washing machine industry. The harvest year has got a bigger market cake.

The market scale is stable, and the brand share is concentrated to the dominant enterprises.

Since the beginning of this year, the washing machine market has changed from a tepid state. The retail volume and the amount of the market have achieved double-digit year-on-year growth, and the growth rate is second only to air conditioners in the household appliances category. According to the total data of Zhongyikang, the retail sales of China's washing machine market in January-August 2017 was 23.38 million units, up 10.4% year-on-year; the retail sales amounted to 42 billion yuan, up 13.1% year-on-year.

Wei Jun, general manager of Zhongyikang White Power Division, said that the macroeconomic steady growth and the real estate market experienced a round of “peak” growth, which has significantly promoted the sales of the washing machine market. The replacement demand for a large number of products in the hometown and the old-for-new period has gradually begun to be released. The new categories of classified washing, washing and drying machines, dryers, mini-machines, etc., which are in the lead-in period, have injected new vitality into the washing machine market, and the continuous improvement in quality consumer demand has also contributed to the steady growth of the entire market.

From the channel perspective, the online contribution to the overall market sales growth of washing machines is large. The online monitoring data of Aowei Cloud Network shows that the retail volume of China's washing machine online market increased by 68.5% from January to July 2017, and the retail sales increased by 71%.

Compared with the overall growth level of the industry, the performance of washing machine leading enterprises is even more enviable. According to the 2017 interim results report released by home appliance listed companies, Haier's washing machine business achieved operating income of 13.845 billion yuan in the first half of 2017, up 59.02% year-on-year; Little Swan realized operating income of 10.068 billion yuan, up 32.35% year-on-year; TCL washing machine sales in the first half of the year It reached 866,000 units, a year-on-year increase of 15.8%.

Leading companies have achieved growth in outperforming the market, giving them a bigger market share in this washing machine industry. According to the monthly monitoring data of Zhongyikang Line, the market share of the top three brands in the offline market in January-August increased from 58.3% in the same period of 2016 to 60.4%, an increase of 2.1 percentage points, and the market share of the top five brands reached 73.8%. Compared with the same period last year, it increased by 2.3 percentage points.

In the view of Lu Shenghua, editor-in-chief of China State Grid, the concentration of market share to superior enterprises is the inevitable result of the survival of the fittest in the market: on the one hand, the rise in raw material prices since the second half of last year has had a more significant impact on SMEs; The upgrade puts higher demands on technology research and development, while large enterprises have an advantage in integrating R&D resources. Lu Shenghua expects that brand integration in the whole industry will continue. For SMEs, grasping the market consumption trend and developing differentiated products that can meet the needs of consumers is the way out.

The relevant person in charge of Bosi Home Appliances believes that in the long run, the driving force for the growth of the washing machine market still exists, and the market prospect is optimistic. The introduction of the comprehensive two-child policy, the continuous advancement of the urbanization process, the acceleration of the upgrading of home appliances and the upgrading of the demand for replacement have fundamentally supported the long-term sustainable development of the washing machine industry.

While the domestic market is growing steadily, China's washing machine exports have also achieved a small increase. At the end of 2015, the United States initiated anti-dumping investigations on large-scale domestic washing machines produced in China. In February this year, the United States finally ruled that dumping was implemented and imposed high anti-dumping duties on large-scale domestic washing machines exported to the United States. According to the data of the General Administration of Customs, although the US anti-dumping caused a decline in China's washing machine exports, the overall export volume of China's washing machines in January-July still achieved a growth of 3.4%.

Consumption upgrades drive product technology innovation market segment has unlimited business opportunities

This year, China's washing machine market has seen a marked improvement, both benefiting from the macroeconomic and market environment, and it is inseparable from the industry's own transformation and upgrading efforts.

Xu Dongsheng, Vice Chairman of China Household Electrical Appliances Association

Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, pointed out that this year the washing machine industry can achieve relatively good performance. In recent years, all major manufacturers have been committed to product innovation, and they are inseparable from the market through their own products, no-clean, automatic delivery, The application of partitioning and sorting washing, drying, DC brushless motor and variable frequency motor, intelligent technology, etc., has significantly improved the product grade, which is in line with the current consumption upgrade trend.

In fact, with the improvement of people's living standards and consumption power and the enhancement of health awareness, consumers' demand for the function of washing machines is becoming more and more “demanding”: on the one hand, consumers have put forward more about the traditional “washing” function of washing machines. High requirements, I hope that the washing machine can provide exclusive laundry solutions for different fabric materials and different users. On the other hand, consumers' demand for the functions of "dry" and "net" of washing machines is becoming more and more urgent. These needs of consumers have directly led to the emergence of many consumer hotspots in China's washing machine market this year.

According to the monthly monitoring data of Zhongyikang Line, from January to August, the retail sales of products above 8KG in the washing machine has reached 51%, nearly doubled compared with the same period in 2016; the washing machine above 9KG is in the drum category. The proportion of retail sales reached 47.2%; the market share of inverter washing machines further increased; the proportion of retail sales of washing machines with intelligent functions such as WIFI and automatic delivery reached 35.1%, which was 20% higher than that of the same period last year. In addition, mini washing machines and split washing machines that meet the washing needs of different users in the home have also seen a significant increase, especially in the case of divided washing machines. The retail volume and the share of shares have nearly doubled compared with the same period of last year.

In Wei Jun's view, the barrel washing machine has the characteristics of high-end differentiation, high premium capacity and high-tech barriers. "Now it is a fire of stars, but the development in the later period cannot be underestimated."

At present, Haier, Little Swan, TCL, Hisense, LG, Samsung have launched a barrel washing machine. From a global perspective, the barrel washing machine is still a special event for Asian companies. During the 2017 International Consumer Electronics Show (IFA2017) held earlier this month, the above-mentioned company's display of the barrel washing machine received the attention of overseas exhibitors.

On-line channel, consumption upgrade and product structure upgrade trend is also obvious, Jingdong home appliance data can also prove this point: in Jingdong platform, drum washing machine, washing and drying machine grows rapidly; mini washing machine (mother and baby), dryer, etc. Subdivided categories have emerged as the second and third washing machines of the family; large-capacity washing machines occupy a dominant position, and users are increasingly demanding more powerful and higher-quality mid-to-high-end products.

Wang Zhaolei, general manager of the ice washing business department of Jingdong Household Appliances Division, said that the development trend of the washing machine category structure of Jingdong platform is very obvious. The growth rate of medium and high-end products of large capacity, roller and washing and drying is far higher than the average growth rate of categories. Category growth is also becoming more and more obvious, such as maternal and baby washing machines, separate dryers, etc., the year-on-year growth rate is above 500%.

In order to better meet the needs of users such as "washing", "dry" and "net", all washing machine companies spare no effort to carry out technology and product research and development, especially in intelligent technology, and have actively explored and tried. For example, Casa Di "Fiber" washing machine, using RFID radio frequency identification technology, can intelligently identify the brand, fabric, color, and number of clothing, so as to accurately match the washing program, automatically add the right amount of detergent, so that each piece of clothing has exclusive A washing scheme to prevent excessive washing of the laundry.

During IFA2017, Siemens Home Appliances demonstrated an X-Spect scanner that identifies the composition of the stains on the clothes and the type and color of the fabric, and provides recommendations for washing, drying and ironing procedures to avoid improper washing. The program damages the clothing.

The person in charge of TCL ice washing said that the drum, frequency conversion, large capacity, intelligence, washing and drying are still the mainstream development trend of washing machines, and health will become a new hot spot. TCL will carry out continuous and in-depth product innovation and structure around pollution prevention. Sexual innovation and design innovation.

The rapid rise of dryers in the future can be expected

The size of the washing machine market continues to expand, and a new category is emerging, that is the dryer.

In China, dryers have gradually been favored by consumers in recent years, and now they are experiencing explosive growth, and their market scale is expanding.

The monitoring data of the Ovi cloud network shows that the demand for washing machine drying function is relatively strong in the middle and lower reaches of the Yangtze River represented by Jiangsu, Zhejiang and Shanghai. For areas with high economic level such as Beijing and Guangdong, the drying demand is also high. Relatively high.

Zhongyikang expects that the market size of China's dryers in 2017 is expected to reach 192,000 units, a year-on-year increase of 42%, and retail sales will reach 680 million yuan, an increase of 81.2%. Due to the force of the offline channels, the growth of the dryer market will be more rapid.

The rise of dryers in the Chinese market has attracted the attention of mainstream washing machines. The relevant person in charge of Haier washing machine said that the market demand potential of China's dryers category is huge, which is the consensus of industry enterprises. Haier washing machine has an in-depth understanding of user needs, and has developed innovative sub-products for adults, infants and other different needs, including SUNNY mini dryers for children's and children's clothing, heat pump condensing dryers for high-end clothing, etc. product.

"We have seen consumers gradually increase the demand for clothes drying, but in China, dryers and washing and drying machines have not yet become popular." Bosi home appliance related person said that Bosi appliances fully integrate consumer insights and Market research, continuously strengthen the research and development of dryers and washing and drying machine products, and focus on high-efficiency sterilization, energy saving and environmental protection, convenient and easy to use and intelligent operation as the development of dryers and washing and drying machine products. At the same time, Bosi Home Appliances communicates with consumers through various channels, and continuously conveys to them the substantial changes and benefits that dryers bring to family life.

The relevant person in charge of Whirlpool (China) Co., Ltd. also said that in recent years, Whirlpool has continuously strengthened the research and development of the washing and drying machine, using the global technical resources to continuously invest in the technological innovation of the drying function, and continues to explore the domestic sales and export of the dryer. feasibility.

During the conference, Jingdong Home Appliances and the well-known washing machine brands jointly launched the “2017 Jingdong Washing Machine Festival”, which will promote the annual masterpieces of washing machines and dryers of various brands.

“Creating a category festival hotspot, focusing on better quality brands and products presented to users, and letting users know the current status of the washing machine industry, the current status of the category and the future development direction, helping brands to promote the circulation of new technologies and high-quality products more quickly. Communication, this is the responsibility of Jingdong." Wang Zhaolei said.

Xu Dongsheng pointed out that in the context of consumption upgrading, the income of residents continues to grow, especially the fast-rising new middle class. They pay more attention to the pursuit of health and high-quality lifestyle. Whose products can get the attention of this group will surely get Greater market returns.

Editor in charge: Cai Lina