[PConline Review] Refrigerators, washing machines, and air conditioners, three home appliance products play an important role in our lives. The market for these three types of products is also a must-win for many manufacturers. Reference data we can obtain from 2015 From the perspective of air-conditioning products, due to the pressure of high inventory, it is likely to face greater market pressure in the future, and washing machines and refrigerator products will need new products to continue to hit the market.
Air-cooled refrigerator products will be more popular
The status of the direct freezer is rapidly eroded
The price advantage of direct-freezer refrigerators has always been an important factor in its occupation of the market, and from the data of China Yikang monitoring, the retail price of air-cooled refrigerators in the two-door and three-door market in the first half of 2015 was more than RMB 3,500. It has reached 72.3%, and the share of air-cooled two-door and three-door refrigerators in the price segment below 3,000 yuan has increased from 1.4% in 2014 to 9.5%. The strong growth of air-cooled refrigerators also makes the market position of direct-cooled refrigerators Continuous decline.
Future air-cooled refrigerators will continue to maintain strong
The next two, three small air-cooled products will continue to be popularized, further devour the market for two or three direct-freezer products, and many manufacturers will begin to lay out the market strategy for the small-scale product air-cooled market in order to seize the market. The first opportunity.
Smart refrigerator started to test the market response
Smart homes have been a hot topic in recent years. In 2015, we also saw some smart refrigerators in the market that differed significantly from traditional refrigerators. For example, Haier launched an Internet refrigerator and equipped refrigerators with a 10-inch high-definition touch screen. , To provide users with more human-computer interaction, from the perspective of the use of experience, certainly with the traditional refrigerator is very different. And some simple smart refrigerator products, through the mobile phone App to get more of the state of the refrigerator running and the push of some recipes, etc. In the future we are expected to see more high-level smart refrigerator products.
Summary: Air-cooled refrigerators are likely to continue to erode the market for direct-cooled refrigerators in the future, and with the emergence of smart-refrigerator products, as consumers, there will be more choices and types of refrigerators.
Washing machine sales grow steadily
Washing machine into a large appliance retail sales growth category
According to the statistics of China Yikang monitoring in 2015, in the household appliances, as of June 30, 2015, the retail sales of washing machines alone achieved an increase of 5% year-on-year, with the rest being flat or falling. In fact, the overall growth trend is not strong. The first-quarter sales increased by 6.5% year-on-year, and the second quarter increased by only 4.3% year-on-year. In terms of products, both single-cylinder and twin-cylinder washing machines showed a clear downward trend. Washing machine washing machines did not increase. Drum washing machines achieved a 17.9% growth. In terms of sales volume, the overall retail sales of washing machines increased slightly by 0.2%, with a smaller increase.
Drum washing machine becomes the main sales force
In 2015, the retail sales of drum washing machines accounted for 58.8%, and the retail sales of inverter washing machines increased from 24.6% to 53.6%. From these data changes, we can see that the demand for washing machines by consumers is gradually increasing. With its more water-saving, less wear on the characteristics of the clothing, it is easier to get the favor of consumers, and in recent years there are also many market-friendly drum washing machine available on the market, which is to promote the drum washing machine sales.
Summary: Judging from the overall performance of the washing machine market this year, drum washing machines are gradually entering millions of households. In particular, drum washing machines with variable frequency motors will become more and more popular. In 2016, the washing machine market is expected to continue its steady development.
Air conditioning inventory pressure
"Zombie air conditioning is more," the pressure of the company
According to industry sources, the 2015 cold air-conditioning inventory will reach 40 million units, which is basically equivalent to the domestic air-conditioning market's demand for one year. Some air-conditioning banks have a storage age of five years. This part of the air-conditioning is too long. For "zombie air conditioning." According to data from Yikang, a professional market research agency, the retail sales of the air-conditioning market in the first half of 2015 were only 86.5 billion yuan, down 3.1% year-on-year, making it the only negative growth category for the Chinese home appliance market. This data also indicates the 2015 air-conditioning market. The performance is relatively flat.
Price war or one of the factors that depress the air conditioner market performance
Faced with a huge amount of inventory, whether domestic leading enterprises or international industry giants are involved in the price war, the “price-for-price†strategy has not stimulated the growth of demand in the entire market. On the contrary, the air-conditioning industry has changed the growth trend of the cold year in 2014, and the volume and volume of the cold year have both fallen. The price war did not achieve the desired effect, but it may be one of the factors that made the air-conditioning market flat.
Air-conditioning towards the era of intelligence
Smart homes have gradually become popular in the past two or three years. This has also led to the intelligentization of products including air conditioners. According to statistics, in 2015, sales of smart air conditioners accounted for 5.47%, a year-on-year increase of 173.50%. The proportion of the total investment reached 7.15%, a year-on-year increase of 98.44%. Although the overall proportion is not large, from the perspective of future trends, smart air-conditioning will likely continue its growth momentum.
Summary: Some netizens who are concerned about the air-conditioning market probably have heard about the problem of air-conditioning inventory. Faced with the high inventory left in 2015, the main pressure for manufacturers with inventory pressure in the future may be to clear inventory burden while taking into account new products. After research and development, sales of smart air conditioners show a good growth momentum, which will make manufacturers not dare to neglect. Should consumers buy traditional air conditioners or smart air conditioners in the future? Or there will be many choices.
Edit Comment: For ordinary consumers, the concern of refrigerators, washing machines, air conditioners, these three white market data may not be many people, from the 2015 market performance point of view, the various household appliances brands will undoubtedly need more innovation to activate The market, especially the smart home or the Blue Ocean, will have more fierce competition in the future and more new products will emerge.
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