In the first half of the year, the washing machine industry did not experience too many ups and downs, the market scale maintained steady growth, the market structure continued to change, share continued to concentrate on leading companies, and the industry reshuffle speed accelerated. Every company is facing the test of the market, especially Small brand.
With the upgrading of product structure becoming the main theme of market development, seizing the high-end market has become the common choice of washing machine giants. Under the new round of offensive by the giants, the second half of the battle in the washing machine industry has begun.
Although also facing the transmission pressure of real estate market regulation, the performance of the washing machine market is still remarkable. Among the three major white appliances, the market growth rate of washing machines is second only to the air-conditioning category.
According to the total data of the market research organization Yikang Push, in the first half of 2018, the retail volume and volume of my country's washing machine market were 18.07 million units and 34.7 billion yuan, an increase of 4.7% and 10.5% respectively compared with the same period last year. .
Compared with the overall level of the industry, the performance of leading washing machine companies is more eye-catching. On the evening of August 7, Little Swan, a leading company in the washing machine industry, released a semi-annual performance report. In the first half of the year, it achieved operating income of 12.05 billion yuan, a year-on-year increase of 14.09%, and net profit of 902 million yuan, a year-on-year increase of 23.31%. , The overall gross profit margin was 26.60%, a year-on-year increase of 0.99%.
At the 2018 TCL Refrigerator Washing Machine Global Strategic Partner Conference held on August 8, Xing Zheyin, Product Director of the Washing Machine Product Center of the TCL White Goods Division, announced that in the first half of 2018, TCL washing machine shipments exceeded 1 million units, and revenue increased year-on-year 16.6%, ranking sixth in the industry.
Behind the beautiful transcripts of industry giants is the further concentration of brand concentration and the acceleration of industry reshuffle. According to the monthly monitoring data of Zhongyikang, in the first half of 2018, the retail sales share of TOP10 brands in the washing machine market was 92.1%, an increase of 1.2% compared with the same period last year.
"Brand concentration has further increased and market competition has been fierce, which has brought about the gradual intensification of industry reshuffle, the gradual reduction of the number of brands, and the pressure on small brands." said Zuo Yanque, general manager of Zhongyikang Brand Center.
According to the monitoring data of Zhongyikang, in the first half of 2018, the number of washing machine brands in the offline market was 154, a decrease of 8 compared with the same period last year; the number of online brands was 124, which was a decrease compared with the same period last year. 4.
Everbright Securities Research Institute predicts that from the second half of the year, the demand structure of washing machine product renewal demand is less affected by the real estate cycle, and the product upgrade trend and moderate growth on the shipping side will continue to drive the steady increase of the industry scale.
Comply with consumer trends, the second half of the layout of enterprisesThe demographic dividend and real estate, which support the rapid growth of the washing machine industry, are gradually failing. However, consumers' higher requirements for washing machine functions, design and quality still provide huge room for washing machine companies.
Yang He, an analyst in the Big Data Division of Ice Wash, believes that when consumption upgrades meet new generations, consumer quality and experience become the primary needs of consumers. Consumers are more willing to pay higher prices for high-quality products, and high-end products become more and more expensive. More and more people choose. Under the general trend of de-scaling the industry, the high-end market has become the new engine of the washing machine industry during the transition period and has become the only way for enterprises to pursue operational quality.
Faced with changes in consumption trends, giants in the washing machine industry have accelerated their product upgrades and launched an assault on the high-end market.
Little Swan clearly stated in the performance report for the first half of the year that one of its work plans for the second half of the year is to focus on business transformation and consumption upgrade trends, strengthen R&D technological innovation, and further promote the layout of high-end, intelligent and differentiated products, and ensure that new products are timely Going on the market, continue to optimize product structure and enhance product competitiveness.
On August 8, Panasonic and TCL released new washing machine products on the same day. Panasonic launched the new Panasonic ALPHA Alpha product jointly developed with Porsche Design. For the first time in the industry, this product adopts an all-stainless steel case and draws on the design elements of Porsche high-end sports cars. It adopts a Porsche wheel-style inner tube design and is equipped with Panasonic nanoeX nano water ion technology and many other innovative technologies, which can be highly efficient Sterilize, keep the barrel clean and reduce secondary pollution. It is reported that this new product is the result of 28 months of research and development by the teams of both parties, and the initial research and development cost is as high as 150 million yuan.
In September last year, Panasonic and Porsche Design announced in Germany that the two sides have reached a comprehensive strategic cooperation in product design, brand cooperation and joint marketing, aiming to target China's high-end washing machine market.
At the new product launch conference on August 8, Zhang Junxi, Director of the Commodity Planning Department of Hangzhou Matsushita Home Appliances Co., Ltd., said that after market research, it was found that users of modern washing machines are no longer satisfied with simple washing and drying functions. With the accumulation of material wealth and the improvement of aesthetic taste, they pay special attention to the performance of products in terms of health care, intelligent operation, etc., but also pay more attention to product design, crafts and materials.
The new washing machine product released by TCL is another extension of its non-contaminated washing machine product lineup. In March of this year, TCL released the "Pollution-free +" strategic upgrade, announcing that it will be the first to achieve pollution-free for the entire offline product line in 2018, and at the same time stop R&D investment in non-polluting products, and stop the production of non-polluting washing machines in 2020 , And gradually promote health care to a new milestone.
In fact, not only are industry giants strengthening the supply of high-end products in response to the trend of market consumption, even small brands like Zhongou Electric are also seeking to upgrade their product structure to cope with intensified market competition. At the end of July this year, China Europe Electric launched a drum and wall-mounted drum washing machine, with the intention of consolidating its living space with a differentiated product portfolio.
For the washing machine market where opportunities and risks coexist, whether it is an industry giant or a small brand, the wrestling of companies at the product level has just begun, and there is still a long way to go in the second half.
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