In recent years, the new wind system, dishwashers and washing machines, which are called “new opportunities†in the home appliance industry, are popular in the home appliance market. Taking the dishwasher as an example, according to Zhongyikang data, the retail sales of the dishwasher market reached 1.98 billion yuan in 2016, an increase of 104.8% year-on-year; the retail sales of the dishwasher market in January-November 2017 reached 3.95 billion yuan. Growth of 119.5%. Nail Technology believes that there are two main reasons for the “runaway†of these emerging home appliances.
First, consumption upgrades, the rise of the "lazy economy."
In recent years, with the rapid development of the social economy, Chinese consumers have made tremendous improvements in their living standards. As our lives have become more affluent, our attitude towards life has undergone a very big change. The more consumers buy home appliances, they start to pay attention to whether the product can bring us a better experience.
At the same time, at the current stage 80, 90 is becoming the main consumer, constantly pursuing high-quality products. As a result, more and more home appliance companies are introducing differentiated home appliances to meet consumer demand, such as the new wind system products. At the same time, the changes in consumer subjects and the upgrading of quality consumption have also boosted the emergence of emerging home appliances.
In addition, the rise of the "lazy economy" is also one of the factors driving the emerging home appliances. With the upgrade of consumption, the income level of the younger generation is also constantly improving. For busy young people, after work, they are not willing to spend their rest time in repeated and lengthy housework.
Therefore, new home appliances such as dishwashers and dryers are favored not only because the functions of the products can save a lot of time, but also represent a brand-new lifestyle that pursues quality.
Taking the dishwasher as an example, not only can the tableware be cleaned efficiently, but also the hands can be liberated and more entertainment time can be brought to the people; at the same time, the appearance of the clothes dryer is also convenient for people. Compared with natural drying, the dryer is not affected by rain, washing at any time, and baking at any time; the clothes after drying are fluffy and flat, and will not be contaminated with bacteria and dust due to poor air quality. It is worth mentioning that the fresh air system products have become the first choice for consumers to purchase, thanks to the characteristics of overall circulation and large-area purification.
In summary, under the upgrade of consumption, consumers are increasingly demanding quality home appliances; at the same time, the rise of the “lazy economy†has also boosted the emergence of emerging home appliances.
Second, the high profits, the market is in the popular dividend period.
At present, emerging home appliances are at a high profit margin and become one of the driving forces for the growth of the home appliance market.
According to Zhong Yikang, the retail volume of the dishwasher market in January-November 2017 reached 902,000 units and 3.95 billion yuan respectively, up 131.3% and 119.5% year-on-year. It also predicted that the size of China's dryer market in 2017 will be It is expected to reach 192,000 units, a year-on-year increase of 42%, and retail sales will reach 680 million yuan, an increase of 81.2%. In addition, according to the data of Aowei Cloud Network, the 2017 fresh air system products are expected to reach 9 billion in the whole year, an increase of nearly 50%.
In addition, emerging products are currently in the popular dividend period. At the same time, Nail Technology also noticed that there are three reasons for the rapid development of the emerging product market during the popular dividend period:
First, user awareness is improved. Taking the fresh air system as an example, although it started late, it has achieved a good cognitive foundation. According to Zhongyikang consumer research data, 85.3% of the respondents have heard of the fresh air system, 70.4% of the respondents have a certain understanding of the new wind, and 95.9% of the respondents are willing to further understand and have 54% of respondents plan to purchase fresh winds for their families in the next 1-2 years.
Second, the price distribution is wide, allowing consumers to have more choices. Take the dryer as an example. At present, there are many types of dryers, and the price ranges from 1,000 yuan to several tens of thousands. Consumers can purchase dryers of different brands and prices according to different needs and purchasing power.
Again, the middle class is in great demand. With the rise of the middle class, consumers are increasingly demanding mid- to high-end products. According to Zhongyikang data, in the offline market from January to October last year, the average price of dryers has reached 6065 yuan, an increase of 25.3%.
In summary, the high profits and the rise of the middle class have made emerging appliances such as dryers stand out in the market. The wide variety of products and wide price distribution have also enabled emerging products to rapidly spread to the market in a short period of time.
Nail Technology believes that emerging home appliances such as dishwashers and dryers are currently in the market for dividends. All home appliance companies should increase product innovation and market education, accelerate product popularization, and harvest dividends from industry and consumption upgrades. .
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