Many home appliance companies and business people who have been surveyed by the home appliance circle are generally optimistic about the performance of the Chinese washing machine market in 2018, and said that the entire industry will usher in a new round of “quantity increase and profit increaseâ€.
If the air-conditioning market in 2017 is hot, it is driven by the hot weather and the market's immediate need; then, the bottoming out of the washing machine market in 2017 is driven by consumption upgrades and product replacement. As a result, although the size and growth rate of the washing machine market is much lower than that of air conditioners, its prospects are broader and its power is stronger.
It can be said that in the next 2-3 years, the washing machine industry will usher in a gradual boom of “quantity increase and increaseâ€, especially in 2018. However, due to the limited market size of the washing machine and the multi-polarity of the consumption structure, the business focus of the first-line market merchants is different, which leads to the transformation of the washing machine industry. It is not the industry's inclusive sharing but the exclusive use of a few manufacturers. .
Double iteration of product + consumption
Currently, the washing machine market has bottomed out in 2017 and is performing strongly. Mainly depends on both internal and external factors: First, the technical innovation of internal washing machine products enters a round of harvest, from the high-end multi-zone washing, washing and washing machine washing machine combination, and the wall-mounted washing machine aiming at the second tire, the second piece MINI washing machines and other products have performed well.
The second is to continue to diversify consumption upgrades. If the second-child consumption is a torrent, then high-end, high-quality, and personalized is another torrent. More importantly, the entire family consumption department in the main channel of the upgrade is not only to bring about the standard improvement of washing machine washing, but also the fission of life attitude and healthy washing and washing concept.
Thus, the first is the rapid detonation of the high-end multi-partition washing machine market. If 2017 is a concentrated appearance of a round of products, then in 2018 will be a close-knit, market detonation. At the same time, in the wash combination consumption, there is also a round of band-type start-up, mainly focusing on the washing and drying machine, and the washing machine dryer product market has started; in addition, the wall-mounted and barrel-type of the second child Mini washing machines are also favored by some younger groups.
Of course, a series of fission from the market consumption end to the product technology side will bring not only the large-scale cake to the washing machine market, but also the competition field of the local washing machine enterprises directly from 2,000 yuan to 4,000 yuan. In one fell swoop into the platform of the 10,000-speed market. As a result, this will also open up a new height and new high-end that belongs to the Chinese washing machine industry. The Haier and Midea families are naturally harvested.
Manufacturer + merchant double detonation
In recent years, for many home appliance manufacturers, the industry and market layout has always been "ice wash and not home." The washing machine leads the refrigerator half a step and takes the lead in rebounding. Because all manufacturers must take the initiative to seize the opportunity, the breakthrough is concentrated in two aspects:
First, in operating products, we must build a "group army" expansion camp as much as possible, from high-end, high-quality to high-price, we must get involved, high-end duplex, high-end roller, high-end pulsator, and cost-effective pulsator, wall hanging Types, barrels, all need to create differentiated new products; can no longer be a simple low price dimension, or high value dimension;
Second, in terms of business philosophy, we must not simply sell and sell products, but we must lead the fission of washing methods and lifestyles through ideas and methods. It is necessary to upgrade the consumption concept to help consumers get used to the laundry and drying lifestyle. At the same time, it is necessary to cultivate a healthy washing method for partition washing. It is really necessary to respond to this change by directly hitting users and grasping their needs. Thus, from quantity growth to quality change.
At present, the brand structure of the washing machine industry has experienced an oligarchic pattern after undergoing continuous reshuffle in 2016 and 2017. Haier and Little Swan have been fully led, and even Siemens, Sanyo and Panasonic have been squeezed, and a large number of small and medium-sized Washing machine companies plummeted. It is said that "a few happy people are happy."
　　 It can be said that the washing machine market in 2018 is destined to usher in a steady, healthy and orderly growth under the driving force of consumption upgrade. The key is to have the ability to innovate in product technology and function, and to lead the marketing ability of consumer trends.
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