For the 2018 year of the washing machine market, we should not be blindly optimistic or pessimistic. For this relatively stable market, due to the lack of new demand and the subsequent impact of the real estate market, there will be no ups and downs, slow and slow. Growth is still the megatrend of the 2018 market. So where does the growth come from? Many industry people 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 the growth of the washing machine industry. In this process, it is obvious that washing machine companies are catching the "health" hurdles and seeking 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%. In 2016, it saw a rapid rise to 36.7%. 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, which pay more attention to the health of washing machines.
As the quality of life of consumers continues to increase, the functional requirements for washing machines are increasing. In addition to being cleaned, the health of washing is also required, as well as 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. In the future, healthy consumption will become the “windowâ€.
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 and versatility for different needs
Health-friendly washing machines have not been available for nearly a year or two, but attention to health functions has grown 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 launched a “no-barrel†washing machine, which canceled the washing of the outer tub, and only one inner bucket could 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 non-fouling washing machine products in 2018 and stop producing non-stainless washing machines by 2020.
Sanyo's Magic9 washing machine is the main concept of “ozone sterilization washingâ€. It is worth mentioning that this washing machine was launched on the basis of big data analysis based on Jingdong.
In fact, health is 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-mildew, Ag+ sterilization and bipolar descaling. In the TCL pollution-free washing machine, there is also a 95° high temperature sterilization function.
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. Ovi Cloud predicts that in 2018, the washing machine market will become a new engine in the market, and healthy washing machines 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.
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