Washing machine overall market has a large capacity trend, drum washing machine drive
With the impact of consumption upgrades, changes in living habits, the stimulation of the national second-child policy, and the promotion of washing machine technology innovations by manufacturers, the trend of large-capacity washing machines in China has become more apparent.
According to the national retail monitoring data of GfK China washing machine, the average capacity of the washing machine market has increased year by year. In the first five months of 2018, the overall market average capacity reached 7.7 kg.
Behind this trend, mainly driven by drum washing machines, the average capacity of drum washing machines jumped to more than 8 kg in 2017. The average capacity in the first five months of 2018 continued to rise, reaching 8.6 kg, which was 2.3 kg higher than that in 2012.
Behind the continuous increase in the average capacity of the drum washing machine is the large change in the structure of its capacity segment. As of the first five months of 2018, the market share of the 9 kg and 10 kg segment products reached 44%, up 22 percentage points from the full year of 2017. It is expected that in the year 2018, 8 kg will be replaced as the most mainstream capacity segment in the market, which will further increase the average capacity.
Big and thin become a new opportunity in the market
At the same time, consumers are keeping the capacity trend. At the same time, due to the limitation of living space, consumers also have requirements for the size of washing machine products. There is often a problem of selecting one size and one size, and discarding the capacity selection size or discarding the size selection capacity. Therefore, ultra-thin products, especially ultra-thin rollers, can achieve both capacity and size, which is a very important opportunity for enterprises.
In view of the fact that consumers' basic demand for product capacity has been increased to more than 8 kg, GfK defines a drum product with a capacity of 8 kg or more and a thickness of 56 cm or less as an ultra-thin large-capacity product.
According to the national retail monitoring data of GfK China washing machine, in the drum washing machine market, the proportion of ultra-thin large-capacity washing machine market continues to increase, from 13% in 2015 to 48% in the first five months of 2018, and most recently In the past two years, in line with the trend of large-capacity products, 9 kg and 10 kg of ultra-thin products are the main driving force for the continuous improvement of the ultra-thin washing machine market, because it meets the needs of both consumer fish and bear's paw. .
The reason why ultra-thin washing machines can achieve greater capacity in a limited space is closely related to the constant exploration of the manufacturer's technology. A large number of applications of direct drive motors, eliminating the need for complex transmission components such as pulleys, directly driving the inner cylinder to save internal space; in addition, by increasing the internal layout of the chassis, increasing the diameter of the inner barrel and the depth of the barrel to increase the volume To achieve smaller space and greater capacity.
In summary, the home appliance market is a relatively mature market, and the market demand is stable. Only by gaining insight into the real needs of consumers can we seize the opportunities of growth in the market, and will enable enterprises to gain a foothold in various external environmental changes and lead the trend.
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