Variable frequency drum favored to become the market mainstream

In 2012, under the overall downward trend of the washing machine market, drum washing machines still have good growth, which has become a must for enterprises. According to data from Zhong Yikang, the proportion of retail sales of drum washing machines in the market was 25.9%, a year-on-year increase of 1.6%, and retail sales accounted for 46.6%, a year-on-year increase of 2.5%. The volume of retail sales of the Washing Machine Market dropped by about 14%. The market for single-cylinder and double-tub washing machines shrank sharply, with retail sales falling 19.9% ​​and 24.3% year-on-year. In addition, the new mini washing machine market has also launched new products, it is understood that early this year, Haier, Samsung and other brands have launched a wave wheel mini washing machine, intended to be a place in the washing machine market.

Frequency conversion drum favored into the mainstream market

The just-concluded energy-saving subsidies did bring structural adjustments to the market. Data showed that retail sales of inverter washing machines increased by 1.0% year-on-year in 2012, which was significantly better than the overall market level of 11.4% in retail sales. In the variable-frequency market, inverters Drum washing machines became mainstream products, and retail sales increased by 5.8% year-on-year.

The frequency conversion drum washing machine performs very well in terms of water saving and electricity saving. The noise is superior, the noise is controlled within 48 decibels, the noise reduction is as high as 30%, and it is favored by urban consumers. Products from companies launched this year come from Look, the drum washing machine is also the main competition for the market. According to the data from Ovid Consulting, in the third week of May (05.20-05.26), in the sales proportion of the energy-saving market, the sales share of washing machine finalists was 65.4%, up by 1.0 In percentage points, the share of energy-saving products has reached a new high.

The demand for large-capacity washing machines soared by the buoyed With the improvement of living standards, the capacity of washing machines is also constantly increasing. At the same time, the sales volume and market share of large-capacity washing machines have increased. Data show that only in the first half of last year, the market share of washing machines with a capacity of over 6kg has exceeded 55%. In the main products launched by enterprises, large-capacity washing machines are the focus of promotion.

The changing needs of consumers have accelerated the development of large-capacity washing machines. Industry insiders have analyzed that with the improvement of housing conditions, the living area has been continuously expanding, making consumers have greater needs for the capacity of washing machines, and also promoting the capacity of washing machines. Continuous improvement has brought about an increase in the market share of large-capacity drum washing machines.

Mini washing machine market is difficult

Compared to the hot market of the drum washing machine, the mini washing machine market has been in a tepid state and has never been favored by consumers. I visited several larger appliance stores in Beijing and found that the number of mini washing machines is very small. Mainstream products are drum washing machines ranging from 5 kg to 8 kg.

The difficult development of the mini washing machine market has a great correlation with the product's own characteristics. For example, Haier, an appliance giant, launched a wave-wheel-type mini washing machine at the beginning of this year. Its main underwear washing capacity is only 0.8KG. The author believes that the practicality of products has certain limitations. The capacity of 0.8KG means that only one or two pieces of underwear can be washed at a time. However, the standard washing time of the washing machine requires 43 minutes. The long washing time not only costs water, but also consumes electricity. The other is the high price of Haier WM-PQ28SW, priced at 1880 yuan, almost with some of the market mainstream brands 6KG washing capacity of drum washing machine is priced at the same point, which makes consumers discourage.

Consumer groups are limited, single functions and high prices, destined to mini-washing machines will not dominate, if companies want to win the hearts of consumers in the market, occupy a place in the market, need to make efforts in marketing and product positioning, in order to occupy One place, mini washing machines can go further.