This year, the washing machine market is not driven by new demand, and it will not be affected by the subsequent impact of the real estate market. The slow low-speed growth is still the market trend. So where does the growth come from? Many industry insiders have said that the replacement market will bring incremental market, and the consumption upgrade in this process is also a big opportunity for the washing machine industry, bringing sales growth to the washing machine industry. In this process, it is obvious that washing machine companies are trying to seize the "health" hurdles and seek development from the upgrade of health consumption.
Users pay attention to healthy laundry
The penetration rate of healthy washing machines has increased year by year. According to Orvieto data, in the fastest growing online market, the penetration rate of healthy washing machines in 2015 was 19.5%, and it rose rapidly to 36.7% in 2016. By 2017, the penetration rate of healthy washing machines has reached 61.4. %. From the opening point of view, the domestic sales of washing machines is good. Zhongyikang data shows that the retail sales of washing machines increased by 14% in January 2018, and the retail sales of washing machines in February increased by 20%. In fact, once the demand for replacement is released, “Health for All†will bring a broader market.
From the hot broadcast of health programs to the birth of more and more two children, from the special groups such as the elderly and children, health needs are getting more and more attention. In the 2017 national consumption structure, the proportion of health care has reached 1.8%. And with the rise of “healthy China†as a national strategy, healthy consumption is a new outlet for consumption upgrading. Residents' concern for health has also evolved from healthy eating to breathing, home decoration, and laundry health, especially for families with children and middle-class families.
As the quality of life of consumers continues to increase, the functional requirements for washing machines are increasing. In addition to being cleaned, they must be washed healthily and the need to dry clothes. Based on user needs and market performance, Aowei Cloud predicts that the change of consumption concept is the new height of consumption upgrading. The healthy consumption concept has become the dominant, and it is infiltrating into various industries related to life. Future healthy consumption will become the cusp.
In the aspect of laundry, not only the bacteria, mites, etc. carried by the clothes itself, but also the secondary pollution of the clothes by the washing machine and the cross infection between the clothes.
Health features for different needs
Washing machines with health functions have not been available for nearly a year or two, but attention to health functions has increased in recent years. At the same time, washing machine companies continue to update their health technologies, and traditional washing machines have more and more health functions.
Each company has its own advantages in the health functions of washing machines. Haier developed a no-clean washing machine in 2014. Its first “smart ball†technology can realize “washing and washing at the same time†through physical cleaning; 2016 Haier washing machine innovative "no water between barrels" technology, so that the inside and outside of the washing machine between the barrels in a "full isolation" state, cut off the dirt between the barrels into the inner barrel of secondary pollution clothing. During the 2018 Shanghai AWE, Haier also introduced a washing machine without a tub, canceling the washing of the outer tub, and only one inner bucket can complete all the functions of the current washing machine.
TCL has upgraded its health to a strategic level. In 2016, TCL washing machine was the first in the industry to introduce a pollution-free pulsator washing machine, a pollution-free drum washing machine, and a sewage-free barrel washing machine. In March 2018, TCL washing machines announced that they would stop investing in research and development of non-soil-free washing machines during the year and stop production of non-soil-free washing machines by 2020.
The Magic9 washing machine launched by Sanyo focuses on the concept of “ozone sterilization washingâ€. It is worth mentioning that this washing machine is jointly launched by Jingdong on the basis of big data analysis.
In fact, health factors are reflected in a product, often a combination of multiple functions. On March 28th, Panasonic introduced the high-end washing machine Cuble Royal Platinum series with Nanoe anti-mold deodorant, Ag+ sterilization, bipolar descaling function. In the TCL pollution-free washing machine, there is also a high temperature sterilization function of 95 °C.
If intelligence and health are the “big trend†of the washing machine industry, then for consumers, the health needs may be more direct and more urgent. Aowei Cloud predicts that the healthy washing products in the washing machine market will become the new engine in the market in 2018. The healthy washing machine will experience an upgrade from a single health selling point to a multi-selling point, from a health concept to a healthy experience. The replacement of demand for replacement also brings a quality upgrade battle.
In 2008,a new industrial park of Liandajin was built in Daya Bay National Economic Development Zone,huizhou with CNY120 million.The Park covers an area of 20000 square meters including 12000 square meters of manufacturing plant,The employees has been up to 1000 and the output has been 60000 square meters per month.
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