Washing machine market analysis: demand consumption upgrade

In recent years, China's washing machine market has been in a relatively stable development status, sales growth, less the price war, consumer grade appears gradually, brand pattern changes.

With air conditioning and refrigerator industry compared to washing machine market is calm. But in this calm market, also contains a lot of changes. In the first half of 2010, a washing machine market presents many years rare high-growth scenario, at the same time, the industry change factor has become even more clear, and gradually to the washing machine market now.

1. break the fetters of the economic crisis, the first half of 2010 and the fast growing market for washing machine

September 2008 in United States of the economic crisis sweeping the world, the global economy entered a downward track.

China's home appliance market nature. According to estimates, yikang in 2008 my washing machine market volume for 2316 million units, retail sales billion, compared with 2007 1.3% respectively and 9.1%. In the first half of 2009, also once a two-digit negative growth situation. But the "dangerous" and "machine" is always the one on the inseparable partners. China subsequently introduced a policy of expanding domestic demand, for domestic appliances market has introduced the "household appliances to the countryside" and "trade-in" and "energy-saving three Huimin" policy, as Chinese home appliances market recovery into a powerful policy engine market appears inverted market, domestic sales rise significantly. 2009 domestic washing machine market winning volume 2472 million units, retail value $ 36 billion of gratifying results, increased 6.7% respectively and 14.2%. This popular sales prices in 2010 have been renewed. 1-5 months of this year the market further growth, achieving sales of 1283 million units, retail sales 192.2 billion yuan, an increase of speed up to 22.7% respectively and 28.6%.

Second, industry increased internal changes

Market growth, industry change has become even more apparent.

To upgrade, product consumption needs expand external force to internal integration between enterprises and enterprises game for internal, two forces for change in China's washing machine industry with a powerful impetus.

1. speed up the pace universal drum washing machines.

For a long time, in the eyes of consumers China drum washer has always been synonymous with high-end products.

At the same time, the drum-type washing machines in the consumption of water, wash, wear degree has distinct advantages. But the relative price is advanced constraints, drum-type washing machines in overall market share ratio is too high. As China's sustained economic development, rapid increase consumer income, enterprise technology innovation and people for drum-type washing machines more cognitive, drum washer universal speed gradually speed up. According to the country in the Ekon 400 city monitoring data show that in 2006, drum-type washing machines in the washing machine in retail sales accounted for more than just 2.9% for the month of may, 2010, this number has gradually increased to 22.2%. Drum-type washing machines of grocery sales share is as high as 43.3%. Individual enterprises in drum-type washing machines that subdivides the market performance of the overall share of the brand around the beginning of even the fate of the future. At the same time the single cylinder and double washing machine is gradually fade out city market, while also occupy 18.5% of sales of shares, but only 6% of the turnover of the shares, in the washing machine market influence declining.

2. bulk washing machine being threatened by consumers.

Washing machine washing capacity continues to expand.

Consumers need washing of big-ticket items more and more, while centralized scrubbing of weekend disposable consumer behavior popular, as the figure "one step ahead of consumers", makes the bulk of demand rapid increase in the washing machine. This trend micro and drum two major washing machine market segments are outstanding. Just washing, 2006 mainstream capacity segment in 5.5 kg or below, the amount of retail 81.4% share. But 2010-1-5 months, 5.5 kg bulk products share has jumped to 57.2%. Drum-type washing machines the bulk of the more obvious, 5.5 kg product volume share of retail sales by 11% in 2006 to 2010 fast 1-5 month 59.3%, of which it is worth noting that more than 7 kg Super drum washing machines share ratio has reached 12.0%, significantly higher than the same volume of washing in the entire washing in occupies more than that when consumers buy a drum-type washing machines are more inclined to select bulk products.

3. the breakdown products of products are a small rise in the price, the price of future or drum washing machines will be down.

Distinguish it from other types of household appliance products, less the price war appears in the washing machine, contrary to benefit from the product category sales structure improvement and the bulk of the price category of washing machine are upmarket rise.

It was in the Ekon retail monitoring data show that the most stable prices double cylinder washers, nearly three-year average price remained at around $ 700. While washing and drum washing machine relative to 2006, prices rose respectively 14.4% and 10.7%, respectively, from 2006 's $ and $ 1559 rose-3373 2010 $ and $ 1735 3737. Benefit from the drum washing machine market share increases, the price of a washing machine industry is promoted by 28.4%.

At the famous brands home and abroad, the average price of foreign brands or clearly higher than the national brands, the brand continues to exist.

Ekon retail monitoring data in the display, 2010-1-5 months, foreign brand washing of average price to $ 1902, higher than the domestic brands of 14%. Both in terms of price, drum-type washing machines are more prominent, foreign brands roller washSewing machine average sale price reached $ 4049, than domestic brand by about 20%. Domestic brands in technology innovation and brand-building will also need to pay greater efforts.

Current drum washing machines remains high-margin products, and will become the mainstream products for washing machine industry, which will attract more companies to join.

Mainstream brand is continuously increasing high-end drum washing machines of investing. Haier Casa di penthouse big drum, then to the little Swan 3 brand new roller series product listing, visible domestic brand striving to be a high-end product ambitions. At the same time, foreign brands also accelerates new product rollouts, from Panasonic's 3D cylinder series to Siemens 3D and negative wash series, LG also in April launched a new "microhand six shuffle" series drum washing machine. This makes it relatively relaxed drum washing machine market environment becomes slightly crowded. In push new products at the same time, all major brands no relaxation capacity-building, productivity growth may be too quick to future price war buried foreshadow. Beautiful launched "drum popular storm" is the washing machine market in 2010, a major event, drum-type washing machines market price war first emerged. In the light of the above factors, the future of drum-type washing machines market is likely to significantly increase sales, prices decreased significantly.

4. brand pattern gradient, Haier ranked industry supremacy, Sanyo, beautiful as the fastest growing brands.

At present, China's washing machine market in China remains the brand's sales far in excess of foreign brands.

Ekon retail data in monitoring display domestic brands in 2010-1-5 months of retail sales with 64.2%. But it is worth noting that the comparative figures for the past five years, the market share of foreign brands are gradually increased, the average annual growth of approximately two percentage points. In the field of washing, the share of imported brand has been maintained at 35%, from here we can see that the imported brand market share growth, thanks to its dominant position of drum-type washing machines market's rapid expansion. Therefore, future domestic brands in market gains and losses of drum-type washing machines, will be at stake in the overall level of the washing machine market position.

From the specific brand, industry leader remains the absolute advantage.

In the market, Haier washing long-term occupies a 30% share of retail sales, and is in second place little Swan, leading some 16 percentage points. In drum-type washing machines market, Siemens and Haier is neck and neck, both in the field of drum washer dominance nobody shake.

From the growth rate in recent years, Sanyo form, at the micro and drum washing machines in the two main products have achieved rapid growth.

Market in washing, Sanyo has changed from the 2006 sixth rose to 2010 the third name, its corresponding share of the retail amount from 5.8% growth to 11.7%, second only to Haier and little Swan, already has a strong product and brand competitiveness. In drum washing machines, their share of the market from 2006 0.2% to 7.0% in 2010.

Washing machine industry of a horse is beautiful.

Beauty pass successively merging royalstar and little Swan, quick entry machine industry, and aggressively on two enterprises to carry out a series of reforms. The first half of this year, little Swan sales growth significantly, especially in the drum washing machines market forces have proved to be effective. 2010-1-5 months, the little Swan drum washing machines of the retail sales report goose 9.5%, Siemens, Haier, LG, a drum-type washing machines in the field of the fastest growing brand in China. Beauty brands also form, through the first half of the intensive promotional and "drum popular storm", greatly improving the beauty brand awareness, 2010-1-5 months its drum washing machine # 1 six. At present the "beautiful," sales of the entire washing machine market 23.6%, second only to Haier, far higher than Sanyo and Panasonic, has become a pivotal washing machine market.

Third, the new industry hotspot start rendering

1. wool wash affected consumers.

In recent years, silk and wool class and other high-end clothing more and more into the consumer's wardrobe, which is also a washing machine market in the birth of a consumption — you can wash the wool of the washing machine.

So many brands have launched with the "wool wash" feature of the product as a selling point to promote. But unordered competition as well as the lack of standard consumers at a loss, purchase and use of time misgivings. "Wool wash" standard specification for the timely introduction of no doubt competition acts and providing consumers with authoritative reference basis. November 18, 2009, Research Institute of Chinese household electrical appliance and Australia wool development co., Ltd. (pure wool logo owner) jointly launched the wool industry in the washing machine to wash the authentication service. Due to the purchase of user drum washer for high-end crowd, this part of the consumer to wool wash demands more strongly, wool wash is without doubt the enterprises to enhance brand image and product competitiveness. Retail monitoring data in the Ekon also reflect made wool wash-certified products competitiveness in the market get promoted. Specifically, the volume of retail sales of Haier XQS60-T9288 share by 2009 January 0.04% increase by 2010 may share of 0.92%, an increase of 22 times; whirlpool of B600E in the last five months also maintains 0.42% share.

2. frequency washing machine will lead the industry trend of energy saving.

Current home appliances market, frequency conversion can be said to have become a popular vocabulary.

In fact, frequency conversion technology as early as ten years ago has been applied to the washing machine. But subject to the manufacturers propaganda is not enough and the price is too high, no frequency washing machine always become the mainstream products. After nearly a decade of development, the increasing frequency and washing machine technology is mature, decreasing costs, coupled with the energy saving is the appliance industry's trend of the times, frequency washing machine is expected to rapidly in the last two years. First, from the environment, the worsening of the ringLandscape more and more of the healthy development of mankind, energy-saving environmental protection awareness is at an all-time high. This also speeds up the low-carbon, high energy efficiency of electrical appliances and so on. Inverter air conditioner as pioneer, has made the frequency notions and makes the universal frequency appliances of society and the media environment further maturation. Second, when compared with ordinary product frequency products with its unique advantages. By frequency conversion motor, frequency mute effect special washing machine, speed is also available with adjustment of clothing, bring much higher cleaning performance and a low rate of wear. At the same time in the water and electricity in terms of frequency washing machine is also outstanding. Products of technological advantages will become their game against ordinary washing machine's core competitiveness. Third, the frequency of the washing machine is being promoted to strategic brand, in the next few years, the promotion of frequency washing machine will increase rapidly. Haier in 9 April announced 2010 all drum products and $ 3000 and above all the high-end micro machine for frequency conversion strategy. June 28, Sanyo has also released a frequency strategy, expanded frequency conversion motor production capacity and product upgrades — 2011 drum products and 2000 Yuan above all frequency of washing. While the United States, little Swan and Fujitsu cooperate in expediting the frequency product development and delivery, while Japan and South Korea enterprises such as LG, Panasonic, and so it has been the conversion of the sponsors and promoters, which makes the future Enterprise propaganda will certainly increase, and the frequency of product market size to grow quickly and will also help bring down the price of the product. Finally, with 80 after, 90 after gradually become the main force of consumer appliances, attached a high-tech factors of high-end products share will increase. Overall, the frequency the more pervasive environmental washing machine mature. The popularity of frequency washing machine will also become the next few years washing machine market one of the main line of development. Currently the brand frequency products are grown to Terminal sales star. Sanyo XQB60-B830S since the date of listing all the way to increase sales, 2010 may stand-alone 0.84% share. LG drum machine WD-T12235D acquires 0.38% of sales of shares outstanding. Haier XQG60-QZB10866 share of retail sales by 2009 January 0.01% 2010 5 month 0.25%, an increase of 24 percent.

3. in networking, washing machine, and tomorrow.

2010 home appliances sector also has a popular vocabulary is of networking.

The so-called of networking is "of the network of connected", "Haier first thing in the world developed Internet refrigerator," "little Swan United States listing of networking washing machine" reported frequent headlines. Intelligent home appliances is the future trend of scientific and technological community, and in the emergence of networked home appliances just cater to that trend. But the real meaning of networking appliances-practical application is still a long way to go. At present, from networking products are stuck in the laboratory stage, there is no real market, there is no uniform standards emerge, from networking implementation also requires upstream and downstream industry chain as well as many of the underlying service providers, and therefore of networking the prevalence of washing machine to be the consumer environment has further improved.

4. in the second half of 2010 and washing machine market growth will be slowed down, but the overall situation remained optimistic.

Recalling the first half of 2010, a washing machine market continued in the second half of 2009, and continue to rise, by virtue of home appliances to the countryside and trade-in two major policy advantages in urban and rural market got achievement, and achieved good results, showing the entire industry high-speed growth trend.

In the second half of 2010, our washing machine market remains optimistic expectations. Ekon estimates, in 2010, 6-12 months, washing machine, retail sales will reach 1506 million units, is expected to achieve sales of 235 million. At the same time should also be noted that the market some uncertainty persists, the brand more competition, drum and universal, high-capacity and frequency of change continues to be industry's future development. Take advantage of the policy of good, economic recovery, believe that the brand will seize the opportunity to sail.