January 09, 2025

The opportunity of the washing machine industry is not "shared" but it!

"Han Shu" has a cloud: "I will not forget the danger, Sheng will be declining." This sentence is used in the washing machine market at the moment, very appropriate.

Zhongyikang data shows that from January to October this year, the retail volume of China's washing machine market was 30.15 million units, an increase of 9.2% year-on-year. For the home appliance industry in transition, such achievements are gratifying. In addition, recently Suning United Zhongyikang, China Household Electrical Appliances Research Institute released "2018 washing machine industry white paper" (hereinafter referred to as white paper) also shows that China's washing machine market will usher in the "slow cow" growth in the next three to five years, the market year Demand will exceed 20 million units.

The category of washing machines is not subject to weather factors like air conditioners, and the market replacement demand in the next few years is in a process of continuous enhancement and slow release, which is a steady growth cycle. In the mall, everyone has a certain sense of “safety in times of danger”. At this stage, many companies try various means to seize the market and break new ice fields in order to overtake the corner.

Among them, there is no shortage of "shared economy", trying to quickly occupy college students, tenants and other groups with the "shared washing machine". However, the sharing economy is booming, and experts in the industry mostly evaluate it with “everything and a long way to go”. Although the prospects are broad, there are many problems that are difficult to avoid in terms of washing machines, such as hygiene and loss of clothing. What's more, it is only by the "shared" head to cash out, so that consumers can stay away from it, and enterprises can hardly find "opportunities".

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Listening to the virtual eye is a reality, rather than "take luck" to make money, it is better to analyze the data to accurately understand the market demand, in order to seize the opportunity to overtake the corner.

The white paper shows that following the upgrade from the two-cylinder to the fully automatic, pulsator-to-roller, the domestic washing machine market is about to usher in a new wave of upgrades. In addition, the high-volume stock market from 2008 to 2011 will bring about 20 million replacements per year for the washing machine market. Therefore, the "upgraded" washing machine products will inevitably occupy the market highland in the next few years.

The industry generally believes that with the rapid development of the high-end washing machine market, home appliance companies are accelerating the layout of this field, this area has become an incremental space. The white paper also predicts that split-type washing machines with drying functions, large capacity, and separate washing of different types of clothing will become a new trend in the future washing machine market.

Among them, the partition washing machine is undoubtedly a dark horse. Wen Weiping, the chairman of Aowei Cloud Network, pointed out that the opening of the second child policy and people's concern for family health, more and more families in the laundry, require the baby's clothing and adult clothing to wash separately to reduce cross-infection. In the larger capacity washing and other consumer demand, fine-division multi-type washing machines came into being.

The development of products and markets confirms Wen Jianping's prediction. Since the concept of the double-barrel "partition wash" of Casa Di Geshang to the public, the re-test washing machine is in a good position in the washing machine market. At present, there are already layouts of products from Casa Di, Beverly, Hisense, LG and other enterprises. At the same time, Suning Tesco data showed that sales of district washing products increased by 220.4% year-on-year in the first ten months of this year. In addition, the total data of Omni Cloud's omni-channel push also shows that the retail sales of partitioned washing machines will reach 35,000 units in 2017, and the retail sales will reach 380 million yuan. By 2020, the retail volume and retail sales are expected to increase to 90,000 units respectively. And 1 billion yuan.

The data reflects nothing more than the needs of consumers. According to statistics, 31.7% of households currently have the need to add a washing machine. The purpose is as Wen Jianping said, “washing adults and infants separately,” but it is due to space and drainage. Restrictions cannot be purchased, so "partition washing machines" are their best choice when upgrading products.

For home appliance companies, the partitioned washing machine is not only as simple as the market, but also has a super premium. Wei Jun, general manager of Zhongyikang White Power Division, calculated an account. The market price of a single-roller washing machine is about 4,000 yuan, the price of two sets is 8,000 yuan, and the price of a partitioned double-tube washing machine is about 12,000 yuan. This means that the partitioned twin-cylinder washing machine is nearly 80% more expensive than the ordinary drum washing machine.

The slow growth of the washing machine industry is certainly "stable", but companies must have a "crisis" awareness. Just like the white giant, the sub-brands of Midea and Haier are in the “heavy”, the layout of the “partition wash” market in order to not “decline”. Investigating market demand and inspiring consumers with new technologies and products is far more effective than trying to figure out "economic means" in order to get rich overnight.

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