On December 22nd, at the “Ninth China High-end Home Appliances Home Trends Release and Red Top Awards Ceremony†hosted by the China Household Electrical Appliances Association and the Red Top Award Organizing Committee, the Red Top Awards Organizing Committee released “2017 Chinaâ€. Consumer Survey Report on High-end Home Appliances.
The report shows that high-end household appliances consumers (the monthly disposable income of households in first-tier cities is more than 30,000 yuan, and other cities are more than 15,000 yuan) have experienced high-end home appliances consumption in the past six months or the past year, improving the quality of life and updating. The need for replacement is the main purpose of their purchase of high-end home appliances, of which 69.9% of the population is to improve the quality of life.
Pursuing a high quality quality of life means paying a relatively high price. The report shows that 40.8% of consumers tend to choose high-end TVs of 10001-15000 yuan; 37.1% of respondents are willing to buy high-end refrigerators of 12001-16000 yuan; 46.7% of people are willing to buy high-end drum washing machines of 8001-10000 yuan Paying the bill; 34.5% of the respondents are willing to spend 6001-8000 yuan to add a dryer; 42.4% of the people are willing to buy high-end cabinet air conditioners of 12001-16000 yuan; 39.3% of respondents are willing to spend 6001-8000 Yuan set up a high-end dishwasher for the kitchen.
The consumption attitude of pursuing quality life directly determines their consumption concept. The report shows that high-end home appliance consumers pay great attention to health and are willing to pay for products or services in the health field. They are chasing fashion trends and consumer hotspots, paying more attention to quality than price, and are willing to pay for feelings and tastes. Specific to the product, in addition to the traditional factors such as technical content, intelligent control, product quality and brand awareness, the pursuit of energy saving, fashion art and personalized customization is also unstoppable.
Specific to different categories, what is the selling point of their products? For example, the TOP3 selling point of the refrigerator is fresh-keeping technology, energy-saving and environmental protection, intelligent control; the TOP3 selling point of air-conditioning is with air purification function, intelligent control, energy saving and environmental protection; The TOP3 selling point is a sterilization function, intelligent control, and self-cleaning function. In fact, people's focus on products is not static. For example, the TOP3 selling point of TV has evolved from the ultra-thin, sound effect and large size three years ago to the current smart operating system, ultra-thin, and luxurious appearance. The TOP3 selling point of the range hood has also evolved from the three years ago's smoke exhausting effect, self-cleaning function, and easy to remove and wash, to the current low noise, self-cleaning function and smoke exhausting effect.
In the view of Jia Dongsheng, the general manager of Zhongyikang, the biggest driving force of consumption upgrading comes from the pursuit of quality life by the mainstream people. This trend has brought new development and growth momentum to home appliance manufacturers, and also pointed out the adjustment of product structure. The direction.
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