Recently, a number of research companies have successively released data on the sales of home appliances during the Golden Week. The reporter combed and found that the sales of traditional large and small home appliances, including color TVs, air conditioners, refrigerators, washing machines, range hoods, etc., declined year-on-year during the Golden Week.
Unexpectedly, both the online and offline dishwasher markets have shown double-digit growth, which is particularly eye-catching in a downtrend. In fact, the dishwasher has long been high hopes. In the first half of the year, the kitchen appliance industry, which had continued to maintain high growth, suffered its first negative growth. For this reason, kitchen appliance giants such as Fangtai, Boss Appliances, Vantage, Midea and other kitchen appliance giants have made efforts in emerging kitchen appliance categories such as dishwashers in order to find new growth engine.
Dishwasher sales here have double-digit growth against the market
According to data released by Aoweiyun.com, during the eleventh period, the growth momentum of dishwashers was still strong, and the growth rate was higher than that of other kitchen appliances. The kitchen appliance industry has always had the best performance in all categories in the home appliance industry, which means that the dishwasher industry has a much higher growth. Aowei Yunwei used September 3 to October 7 as the statistical period for the 11th Dishwasher Promotion. The results showed that the online sales exceeded 200 million yuan, an increase of 42.6% over the same period last year; offline sales were 440 million yuan. A year-on-year increase of 28.5%, which is in sharp contrast to the sharp decline in sales of color TVs, refrigerators, and air conditioners during the 11th period.
Not only that, in the kitchen appliances category, the performance of dishwashers is also remarkable. For example, the online retail sales of range hoods grew by only 7.3% year-on-year, while offline sales fell slightly by 1.1%. The sales scale of rice cookers and electric pressure cookers also decreased year-on-year. Among them, the average online price of rice cookers declined, and the promotion efforts were relatively large, but the overall promotion effect was not good. The offline product structure steadily increased, but the overall scale fell sharply year-on-year; the scale of electric pressure cookers also There has been a decline. During the promotion period, IH electric pressure cookers were mainly promoted, bringing the share of IH electric pressure cookers to 40%. In addition, online sales of electric ovens increased by 5.7% year-on-year, but offline sales fell by 13.4%, and offline sales fell even more by 30%; cooking machines were still popular, and sales increased by 24.4%, but the growth rate There was a year-on-year slowdown.
Even if the statistical cycle is lengthened, the performance of dishwashers is still leading the rise. Aowei data shows that in the first half of this year, the retail sales of the dishwasher market reached 2.4 billion yuan, a year-on-year increase of 38.2%. In the same period, the retail sales of kitchen appliances was 31.1 billion yuan, down 1.6% year-on-year. Among them, the retail sales of range hoods was 18.72 billion yuan, down 3.0% year-on-year, and the retail volume was 12.807 million units, down 3.4% year-on-year; the retail sales of gas stoves was 10 billion yuan, a slight increase of 0.9% year-on-year, and the retail volume was 15.002 million units. A year-on-year increase of 1.7%; the retail sales of disinfection cabinets was 2.38 billion yuan, down 1.3% year-on-year, and the retail volume was 2.658 million units, down 1.0% year-on-year.
In response to this, data from another research company, Yikang, also showed that from January to July this year, the retail volume of my country’s dishwasher market was 651,000 units, a year-on-year increase of 34.3%; retail sales were 2.85 billion yuan, a year-on-year increase of 37.3 %. In the same period, the retail sales of traditional kitchen appliances such as range hoods, gas stoves and disinfection cabinets fell 3.8%, 1.6% and 13% respectively.
The kitchen appliance market over there shows negative growth for the first time in the past ten years
In recent years, black appliances represented by color TVs have suffered losses, while white appliances represented by air conditioners and refrigerators have encountered problems of consolidation and slowdown in growth. Only kitchens that insist on not fighting price wars and taking high-end routes have encountered difficulties. Electricity companies live the most nourishing lives. However, since the beginning of this year, the situation of the kitchen appliance industry has taken a turn for the worse. Statistics from the above two research companies both show that the overall kitchen appliance market in the first half of the year has shown negative growth for the first time in the past ten years.
“The negative growth of real estate’s existing homes has directly affected the demand for the kitchen appliance market. For the kitchen appliance industry, on the one hand, the growth dividend brought by the rise of real estate has passed; on the other hand, traditional kitchen appliances have been developed for more than ten years. The market capacity has approached saturation, and it is normal for the growth rate to slow down." Liu Buchen, a senior observer of the home appliance industry, told reporters.
Not only that, according to Zuo Yanque, general manager of the Zhongyikang brand, the introduction of relevant environmental protection policies has also increased the cost pressure on the entire industry, and some small and medium-sized manufacturers with no strength are also facing operational difficulties. Saying goodbye to the kitchen appliance market during the dividend period, how to find a new development direction has become a top priority for the development of the industry.
Explore emerging categories as the second engine of the kitchen appliance giant?
The reporter learned from Boss Appliances, Vantage, Macro and other kitchen appliances giants that in addition to dishwashers, new embedded products, including steamers, are expected to become the new engine of industry growth. Unlike previous years, they focused their energy on the competition in the range hood market. Since the beginning of this year, the above-mentioned giants have increased their R&D investment and market promotion in new categories of kitchen appliances such as dishwashers and steamers.
Aoweiyun.com has made special sales statistics for dishwashers, built-in microwave ovens, built-in steamers, and built-in ovens as emerging kitchen appliances. Data show that in the first half of this year, the retail scale of emerging kitchen appliances reached 5.5 billion yuan, an increase of 20.1% year-on-year. Among them, the retail sales of dishwashers was 2.43 billion yuan, a year-on-year increase of 38.2%, and the retail volume was 510,000 units, a year-on-year increase of 37.8%; the retail sales of built-in electric ovens was 1.48 billion yuan, a year-on-year increase of 13.5%, and the retail volume was 225,000 units. , An increase of 8.8% year-on-year; the retail sales of embedded electric steamer was 1.45 billion yuan, an increase of 5.9% year-on-year, and the retail volume was 227,000 units, an increase of 5.9% year-on-year.
According to data from Zhongyikang, the embedded kitchen appliance market reached 3.35 billion yuan in the first half of this year, a year-on-year increase of 9.5%, and retail sales reached 564,000 units, a year-on-year increase of 8.6%. In terms of products, the market size of embedded microwave ovens reached 240 million yuan, down 2.4% year-on-year; the market size of embedded electric ovens reached 1.13 billion yuan, down 7.1% year-on-year; the market size of embedded steam ovens reached 1.19 billion yuan, down 0.6% year-on-year The market size of embedded all-in-one computers reached 780 million yuan, still maintaining rapid growth, with a year-on-year increase of 103.9%.
Liang Zhenpeng, an industrial economic observer, said that the emergence of emerging categories is due to the concentration of giant companies on the one hand, and the small product market base, which has huge room for growth; on the other hand, as consumers’ income levels increase, they are The urgent need for quality of life has also been further enhanced, and the emergence of emerging categories is essentially to meet the demand for consumption upgrades.
In fact, it is optimistic about the huge growth space of dishwashers, and many new entrants have appeared in this field. According to data released by the Organizing Committee of the 2018 China Dishwasher Industry Summit Forum held last month, in the first July of this year, the number of brands in the overall dishwasher market increased to 73, and 31 new brands were added.
In this regard, Liu Buchen said that this year's home appliance industry has continued the weak sales trend of last year. Among them, the sales performance of color TVs is expected to decline by more than 30% year-on-year. Dishwashers have unique growth against the market. Although the total market size is currently small, the growth prospects are It is expansive and profitable from a single product. It is expected that more brands will enter in the future.
Sales of Traditional Home Appliances in November
refrigerator
Throughout the 11th promotion season (September 3 to October 7), the refrigerator market has dropped significantly, and the price growth rate of the online market has slowed down significantly.
air conditioning
Air conditioners in the November promotion season have entered the traditional off-season, with overall retail sales of 13.45 billion yuan, a year-on-year decrease of 6.6%; retail sales of 3.43 million sets, a year-on-year decrease of 8.7%. The overall retail sales in the offline market fell by 7.8% year-on-year, and the decline in first- and second-tier cities was relatively large.
Range hood
During the National Day Promotion Week, online retail sales of range hoods increased by only 7.3% year-on-year, while offline sales fell slightly by 1.1%. Throughout the 11th promotion season, the online and offline amount of range hoods showed a downward trend.
Water heater
In the eleventh promotion season, the overall retail sales and retail sales of the water heater market were 8.8 billion yuan and 4.77 million units, respectively, a year-on-year decrease of 12.8% and 13.1%.
Color TV
From September 15th to October 7th, the cumulative retail volume was only 3.6 million units, a year-on-year decrease of 8.4%, and the retail sales of 12.1 billion yuan, a year-on-year decrease of 22.1%, both hit a record low.
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