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Consumers’ products have ushered in a replacement period. Consumers’ demand for purchases will continue to increase in the next few years. Coupled with the pursuit of smart home appliances by young consumers, the future will be driven by core technologies and high-end market segments. Smart home appliances will become a high growth point.
In 2017, the main theme of the home appliance market is health and intelligence. Looking back at the home appliance industry market, smart home appliances are accelerating from the interconnection of TV, air conditioners, refrigerators, washing machines, kitchen appliances, small appliances and other items. The landing of the smart home package. In the home appliance industry, the market with smart home appliances as a breakthrough has begun to take shape. With the iteration of home appliance companies to promote product innovation with intelligence, the era of intelligent home appliances turning point is coming.
First: opportunities are greater than challenges, market demand will gradually open, which is conducive to the development of smart home appliances market
According to the development of China’s home appliance industry market in the past decade, it can be classified into four Stage: The first stage: home appliances to the countryside in 2008-2011; the second stage: the end of home appliances to the countryside in 2012; the third stage: the policy of energy-saving and benefit-minded people in 2013; the policy period of 2014-2017.
Throughout the overall market of China’s home appliances, the electricity capacity of China’s home appliance market is basically saturated. From the perspective of the number of households in urban and rural areas, the number of color TV sets, refrigerators and washing machines is high. Of course, in the period of home appliances going to the countryside, the growth rate of color TVs, refrigerators, washing machines and other products has been greatly improved, and it has been rapidly popularized.
According to the average life expectancy of household appliances for 10 years, during the period of home appliances going to the countryside, the sales of household appliances will usher in a replacement period, and the demand for renewal will gradually emerge. This view can be verified from the following three aspects:
First, according to Zhongyikang data, the overall market size of home appliances in 2017 reached 1.7 trillion yuan, an increase of 9.8% year-on-year. The low growth rate will return to a smooth return in 2017. This is no accident, just a decade.
Second, consumers’ awareness and pursuit of smart home appliances.
Third, Chinese consumers now have the ability to consume. As long as there are good products, consumers are not bad.
From the point of view of the popularity of household appliances, it has a phased feature: the popularity of TVs is the earliest, followed by refrigerators and washing machines, followed by air conditioners. We judge the future demand for rural market renewal from large to small: color TV, refrigerator, washing machine, air conditioner.
Second: new demand, smart home appliances with core technology and high-end market segments become high growth points
According to the most active category of smart TVs in the household appliances category, smart air conditioners Smart washing machines and smart refrigerators have the strongest stamina. Such as the top three selling points of TV: artificial intelligence, ultra-thin, fashion design.
The first three selling points of air-conditioning: air purification, intelligent control, energy saving and environmental protection; the first three selling points of washing machine: healthy sterilization, intelligent control, washing and drying. Both reflect intelligence. In order to meet the needs of users, and to use smart technology as a means to promote the development of the home appliance industry to be intelligent, humanized and high-end.
In the year of 2017, the market share of smart home appliances such as smart TVs, smart refrigerators, smart air conditioners and smart washing machines accounted for 94%, 16%, 27% and 26% respectively. Compared with 2016, the penetration rate of smart home appliances has further increased. It is foreseeable that more home appliance companies will enter the home appliance smart market in 2018, which will greatly promote the rapid growth of the home appliance smart market and bring more investment opportunities.
Third: consumption upgrades and the rise of the middle class, the explosive demand for smart home appliances is worthy of attention
Some reports indicate that the growth rate of total retail sales of consumer goods in China has slowed down in the past five years, while quality consumption Then the trend is red, and the growth rate has increased from 26.8% to 34.4%. It can be seen that consumers’ consumption awareness is upgrading from price to quality, and at the same time promoting the high-end and intelligent development of the household appliance consumer market. Behind the escalation of consumption and the rise of the middle class is the transformation of the economic level to stimulate consumption and the pursuit of smart products.
From the perspective of user usage and experience, consumers are gradually upgrading from functional products to smart consumption, from functional appliances to high-end smart appliances.
The above three characteristics mean that the smart home appliance market has entered the market environment with the market opening demand gradually opening up, the core technology and the high-end segment of the market, the rapid growth of smart appliances and the rise of the middle class. Rapid development stage. In 2018, the growth rate of smart home appliances will continue to lead the development of the home appliance market, and the market segment will gradually become a scale, which is conducive to the development of high-end smart products market.
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