With the economic standards of the current Chinese people, it is absolutely impossible for anyone to have few household appliances. Rural TV, refrigerators, washing machines are still quite popular, and there are no shortage of home appliances for urban migrant workers. In this context, traditional home appliances have already encountered the ceiling of development, and it is very difficult to expect to repeat the high growth in previous years.
Does that mean that home appliances have reached the end of development in China? In fact, it is not entirely true. In fact, from the perspective of the progress of consumer goods, it should be "the East does not brighten the West, and the South has the North." Traditional home appliances have indeed entered the era of renewal, and emerging appliances have just entered the people's field of vision. It's just a move from traditional home appliances to emerging home appliances.
Traditional home appliances do encounter the ceiling
Traditional color TVs, refrigerators, washing machines, air conditioners, as well as common small household appliances and household appliances, mostly follow the country's reform and opening up, with more than 30 years of universal development time. Home appliances have also become daily necessities for home life as the income of the national economy continues to increase.
However, with the completion of the popularization of home appliances, the pace of growth of home appliances in the market has begun to slow down after the iterative phase of home appliance renewal. Even the color TVs that started to be popularized are not only simple, but also slower. It is the decline in growth rate. For enterprises that rely on the growth of home appliances to maintain their growth, no increase means that they will be abandoned by investors, and the worry of survival will follow.
Therefore, it is not difficult to find that the adjustment of the strategy of the home appliance industry in the past few years reflects the pain point of this industry. Enterprises that originally insisted on specialization were forced to start their own diversified transformation, and even cross-border the field of home appliances to find new growth space. If you don't see this, it will be difficult to understand the enterprises that are so determined to take the road of specialization. In the end, they will still go the same way, but they will not be able to take the path of diversification.
In fact, the ceiling of traditional home appliances is not limited to traditional home appliances, and even some new home appliances category has encountered bottlenecks in development, requiring users to re-recognize the products. Of course, what is most needed is the popularity of home appliance manufacturers, allowing users to learn more about emerging home appliances, and to stimulate the realization of demand through awareness and cognition.
Consumption upgrades require more new home appliances
A domestic consumption upgrade has been launched. According to a spokesperson for the Ministry of Commerce, in the first three quarters, in terms of consumption, we vigorously promoted the modernization of circulation, promoted the coordinated development of e-commerce and physical business, and actively guided the expansion of consumption. The total retail sales of consumer goods in China was 26.3 trillion yuan, a year-on-year increase of 10.4%. The contribution rate of final consumption expenditure to economic growth reached 64.5%, an increase of 2.8 percentage points over the same period of the previous year. Consumption continued to be the first driving force for economic growth.
The Statistics Bureau has another set of data showing that in 2016, the per capita disposable income of the national residents was 23,821 yuan, an increase of 44.3% over 2012, and the per capita consumption expenditure of urban residents was 23,079 yuan. It is close to the consumption level of developed countries and has gradually become the “top pillar†of domestic economic growth.
Domestic consumption upgrading has become a major trend. As a major consumer goods, home appliances can not be ignored in the role of consumption to support economic growth. Therefore, it is necessary to increase the innovation of household appliances. On the one hand, it will increase the supply of high-end and emerging home appliances to meet the increasing demand for home appliances. On the other hand, it encourages and stimulates consumers and accelerates the upgrading of home appliances. Through the efforts of policies, products and services, home appliances have become an important target for a new round of consumption upgrades.
Especially in the environment of consumption upgrade, accelerate the transformation of the industry to the high-end, and the traditional home appliance products have been popularized, we must accelerate the research and development and promotion of emerging home appliances, let the emerging home appliances take over the traditional home appliances, and open a new round of home appliances. The craze for consumption.
The future development of emerging electrical equipment is huge
Many people think that the traditional home appliances enter the era of renewal, and the opportunities for home appliances are greatly reduced. In fact, although traditional household appliances represented by household appliances have entered a period of steady growth, new products and new demands are also emerging under the leadership of new technologies, new materials and new processes. With the continuous improvement of residents’ income, these targets are improving. Emerging home appliances in demand will continue to emerge.
It is undeniable that the popularity of TVs, refrigerators, and washing machines has ended, and the demand for updates is slow or steady. It is obviously unrealistic to expect explosive growth in traditional home appliances. And like kitchen appliances, especially after intelligently intervening in home appliances, the products have been greatly improved in essence, solving many problems that are difficult to solve in traditional home appliances, hitting the pain points of user demand, and what is the reason for not burning?
One type is extended home appliances. For example, the dryer that extends from the washing machine solves the demand pain point that the user should wear immediately after washing and the clothes washed in the southern rainy season are difficult to dry completely. The future growth space has already appeared. According to the data of Ovi Cloud, in the first ten months of this year, the washing and drying machine and the independent dryer increased by 48.5% and 114.3% respectively, which is a bright color in the overall downturn of the home appliance industry.
The other type is home appliances that are heated twice. Many years ago, some manufacturers introduced European-style dishwashers, but at the time it was due to the limitation of consumption and energy consumption. On the other hand, European-style dishwashers were not suitable for Chinese food. Therefore, it has not been accepted by the market. But now Chinese companies have invented the sink-type dishwasher on the basis of European dishwashers, which solves the problem of foreign products being unacceptable. The localization of foreign appliances like dishwashers is also a hot product to stimulate consumption in the future.
There is also a new category of home appliances. The intelligent garbage disposal machine is an emerging home appliance that keeps the kitchen clean and odor-free. The garbage disposer can crush all the kitchen waste piled up in the sink, the wash basin and the garbage bin without worrying about blocking the drain pipe. This is a new home appliance that is worthy of possession for residents who improve their quality of life, especially young people.
In short, as the income of the Chinese people continues to rise, the consumption power will increase year by year, and the demand for home appliances will rise. In particular, the emergence of some emerging home appliances category has stimulated the rapid growth of new demand, and the future is also the main driving force for the continued growth of home appliances. The key lies in the need for enterprises to research and develop home appliances and accelerate the promotion of the market, so that home appliances may usher in a new period of high growth.
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