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Structural upgrading of large appliances market

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Structural upgrading of large appliances market

Date of release:2019-01-25 Author: Click:

With the slowdown or decline of sales growth of color TV, refrigerator, air conditioner, washing machine and ceiling fan products, the competition of electric appliances is becoming more and more fierce, and the professional Matthew effect is remarkable. Industry insiders believe that with the continuous upgrading of consumption, household appliances enterprises need to constantly upgrade the product structure. At the same time, new types of small household appliances emerge in endlessly, and the scale of shopping malls is increasing.

The performance of big e-commerce market is not satisfactory

According to the aggregate data provided by Zhongyikang, in the first 11 months of 2018, the retail sales of refrigerators were 29.56 million units, down 5.9% from the same period last year; the retail sales were 86.8 billion yuan, up 1.7% from the same period last year. It is estimated that the retail sales of refrigerators in 2019 will be 32.42 million units, down 1.6% from the same period last year, and the retail sales will be 104.4 billion yuan, up 5.8% from the same period last year.

"In 2018, large e-commerce stores increased slowly, basically the same as last year." Liang Zhenpeng, a professional analyst of household appliances, told China Securities News.

According to China Electronic Chamber of Commerce's "Statement of Chinese Television Consumption in 2018 and Trend Forecast in 2019", the estimated sales of color TV sets in Chinese shopping malls reached 45 million units in the whole year of 2018. It is speculated that the overall sales in 2019 are not optimistic, or declined by 3-5 percentage points.

In terms of air-conditioning profession, Oviyun estimates that the total retail air-conditioning sales in 2018 will be 57.15 million units, an increase of 1.8% compared with the same period last year, and the retail sales will be 20.3 billion yuan, an increase of 3.8% compared with the same period last year.

Ovi Cloud showed that the growth rate of air-conditioning shopping malls declined significantly in 2018, especially in the second half of the year, when the shopping malls continued to bear pressure, which increased negatively for four consecutive months over the same period of last year. Among them, the demand of first-and second-tier city shopping malls is slowly released, and they enter the shopping malls mainly with renewal. In 2018, the increase of shopping malls mainly comes from the third and fourth-tier shopping malls.

From the perspective of washing machine market, according to Ovi cloud data, it is estimated that in 2018, the sales of all-way washing machines increased by 0.4% over the same period of the year, and the retail sales increased by 4.5% over the same period of the year, by 75.1 billion yuan. Oviyun thinks that in 2018, the growth rate of washing machine stores declined, entering a period of renewal, stock stores dominated; in 2019, the pressure of washing machine stores increased, and the proportion of high-end products increased, resulting in better retail sales than sales.

With the slowdown or decline of sales of color TV, refrigerator, air conditioner and washing machine, the competition of electric appliances is becoming more and more intense, and the Matthew effect of occupation is remarkable. Industry insiders believe that with the continuous promotion of consumption, household appliances enterprises need to constantly upgrade their product structure. Together, new types of small household appliances emerge in endlessly, and shopping mall planning is constantly added.

"Household e-commerce market has been full, the competition is very fierce." Liang Zhenpeng thought that a small number of leading enterprises seized the market space through kneading competition. From the current situation, Haier, Gree, the United States and other leading enterprises are growing rapidly, home e-commerce market Matthew effect is obvious.

Dong Mi Jiangpeng, a member of Mei Group, told China Securities News that leading enterprises have strong ability to resist market fluctuations and the general trend of household appliances industry will not change. There is still room for promotion of household appliances industry and product structure.

Liang Zhenpeng believes that enterprises need to enhance competitiveness, open up international markets, join the consumer promotion trend, upgrade product structure and transform to high-end products.

Taking the color e-commerce market as an example, the report on China's TV consumption in 2018 and the trend forecast in 2019 shows that the demand for high-end TV products such as OLED, QLED and laser will double to 1 million in 2019. Lu Jianbo, deputy secretary-general of the Electronics Society of China, thinks that from the performance of color e-commerce market in 2018, high-quality products such as OLED, QLED, laser TV, AI AI TV occupy a large market share, and the growth rate continues to rise. Colour power plant operators should take technological innovation and promotion as the primary task, rather than relying solely on extensive management methods such as price warfare. The securities representative of a large household appliances listed company told China Securities Journal that "customers have higher demand for quality, and the promotion of product structure will continue."

With the improvement of living standards, customers'requirements for household appliances are becoming more and more refined, and various new types of small household appliances are constantly emerging. There are many business opportunities in the field of small household appliances.

"At present, the number of small household appliances per capita is still lower than that of mature shopping malls." Dong Mi Jiangpeng of Mei Group pointed out that "some types of small household appliances have high concentration, such as rice cookers. New categories such as dishwashers, vacuum cleaners and floor sweepers have increased faster."

Great Wall Securities pointed out that in terms of new types of small household appliances, in 2018, shopping malls such as vacuum cleaners, boiled water series, electric cakes, electric coffee pots and so on increased agility in planning. Overall, the growth rate of the new category is much better than that of the traditional category.

"More new requirements will be opened up and new product categories will emerge." According to Liang Zhenpeng, there are endless products in the subdivision category, and there are still many business opportunities in the household appliances industry. However, it should be noted that large-scale household appliances enterprises still need to base themselves on high-end products and look for a long-term development path when they are deeply engaged in the field of small household appliances.

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Key word:Ceilingfanproducts,Ceilingfan,Ceilingfansupplier

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