On April 26, Jingdong appliance and zhongyikang jointly released the white paper on the trend of May 1 appliance renewal (hereinafter referred to as the white paper). According to the white paper, China’s appliance market showed a prosperous scene in the first quarter, with the rapid rise of high-quality appliance consumption, high-end, intelligent, healthy, systematic, high-quality and high-quality appliances Segmentation and many other “renewal” keywords run through the whole household appliance consumer market《 The white paper predicts that in the face of the upcoming May Day holiday, the scale of home appliance market will show explosive growth and usher in a new trend of rotation. Zhongyikang predicts that the scale of May day home appliance market will reach 52.3 billion yuan this year.
Consumer’s demand for new home appliances explodes
The white paper points out that the rise of national income has laid a good economic foundation for the arrival of the trend of home appliance replacement. According to the National Bureau of statistics, in 2020, the per capita disposable income of residents in China will be 32189 yuan, and the growing household income will indirectly lead to the demand for replacement of household appliances.
At the same time, with the Z generation population becoming the new main consumption force, the consumption concept is constantly improving, and the consumption of household appliances is gradually becoming intelligent and healthy《 According to the white paper, the market scale of smart home appliances will reach 272.7 billion yuan in 2020, accounting for 43% of the total number of home appliances; When buying home appliances, 46% of consumers tend to choose home appliances that “protect the health of the whole family”. The new demand further stimulates consumers’ enthusiasm for home appliances replacement.
Emerging home appliances are springing up, and a variety of high-end intelligent home appliances have become the new trend《 According to the data of the white paper, the sales scale of new species washing machines in the clean market has maintained a growth rate of more than 20 times year on year, becoming a growth star in the first quarter; The growth rate of the upgraded categories, such as washing and drying integrated washing machine, 8K TV, fresh air conditioning, sterilization and purification air conditioning, remained in three digits, with 395%, 268%, 200% and 171% respectively; All Italian coffee machine, low sugar rice cooker, independent dishwasher and other small household appliances to improve the quality of life also maintained double-digit growth.
At the same time, the home appliance market continues to be subdivided according to the crowd, and the refined development meets the needs of consumers. For “father tide mother” launched a mother and baby washing machine; For the “Buddhist regimen” people, we provide new health choices of intelligent massage chair and intelligent walking machine; Automatic coffee machine and multi-function wall breaking machine become the favorite of “new style gourmet group”“ The “refined house pet group” regards the floor sweeping robot and wireless vacuum cleaner as the saviors; The 4K HD 120Hz high refresh rate non shadowy Game TV makes the “playmaker” irresistible.
Chaoku household appliances attract the attention of many consumers with more diversified functions and more personalized design, and also accelerate the pace of consumer appliances replacement.
New life, let home appliance industry enter new consumption space
The change of consumer groups brings new development direction for the home appliance industry. The population tends to be younger and the family structure tends to be smaller“ More and more attention has been paid to the demand of “small family” for renewal《 According to the white paper, nearly half of the households in 2019 will be households with one or two people, nearly double the number before 2017. Take the small capacity rice cookers for one person and two person families as an example. In 2020, the market of rice cookers under 3L will account for about 15%, with a year-on-year growth rate of 54%. The proportion of “small family” will increase rapidly. This change in family structure will usher in a new development opportunity for the market of small household appliances.
In addition, the highly developed network technology has gradually “moved up” the consumption of household appliances, and the idea of replacing household appliances with new ones has reached the sinking market simultaneously, which has brought new ideas for the development of household appliances industry. According to the monitoring data of zhongyikang, it can be seen that some middle and high-end categories are growing at a high speed beyond imagination in some areas. For example, the growth rate of floor sweeping robots in Rudong, Jiangsu is more than 1000%, the growth rate of washing and drying integration in Ganzhou, Jiangxi is 352%, and the growth rate of variable frequency air conditioning in Heze, Shandong is 95%. China’s home appliance industry ushered in new development opportunities and entered a new development space.
According to the white paper, the stock market of household appliances is expected to find a way to break the situation. China’s household appliance market has entered an era of high-quality development, people’s “new” life proposition has become increasingly strong, consumer confidence has been boosted, and consumption potential has been released. According to the prediction of the white paper, the market scale of May Day color TV will reach 8.8 billion yuan, with a year-on-year growth of 34%, and the refrigerator market will reach 11.2 billion yuan, with a year-on-year growth of 12%; The market scale of washing machines will reach 7.2 billion yuan, with a year-on-year growth of 6%; The scale of air conditioning market will reach 25.1 billion yuan, with a year-on-year growth of 21%. Grasp this year’s May Day holiday as a new climax, home appliance manufacturers will usher in new opportunities.
At the key node of industry transformation, Jingdong household appliances has a deep insight into the trend of industry renewal, and has continuously launched new high-quality household appliances with its partners. This may day, more consumers will “Refresh” their good life in Jingdong household appliances.