Profit contribution to the largest companies mainly attack the high-end washing machine market

Recently, the "White Paper on Washing Machine Market in 2011" released jointly by the National Information Center Resource Development Department and the China National Grid revealed that sales of high-end models accounted for 22.34% of total sales, but sales accounted for 42.57% of the total. The high-end market has become the largest market segment in terms of profit contribution to the company.

High-end products into the 12th five-year key development goals In the "12th Five-Year Plan" of the home appliance industry, high-end products will become the key development goals, including large-capacity washing machines, automatic washing machines and other products. In terms of capacity, the capacity of washing machines has increased from the current maximum of 8 kg to 10 kg in 2015 and 12 kg in 2020. In the proportion of fully automatic washing machines, the proportion of automatic washing machines will increase by 4 percentage points to 55%. The drum washing machine will account for 25% of the total in 2015.

In the Twelfth Five-Year Plan, the domestic sales growth plan for washing machines is also given, which is about 10%.

The high-end washing machine market grew steadily in 2011. Due to the high data base for high-end product sales growth in 2010, the data in the first half of 2011 was “not very good” but still maintained a “growth trend”.

In the first half of 2011, the domestic washing machine market declined in both sales volume and sales growth compared with the same period of last year. In the first half of 2011, the sales volume of the domestic washing machine market increased by 10.19% year-on-year. In 2010, sales volume increased by 23.73% year-on-year, and the growth figure dropped by more than half. Looking at the increase in sales, the growth rate declines even more dramatically: In the first half of 2011, the domestic market's sales increased by 6.53% year-on-year, while the year-on-year sales in 2010 increased by 25.73% year-on-year, only 1/4 of 2010. About one.

Affected by the overall market, the overall high-end washing machine market slowed down in the first half of 2010, and the growth rate also slowed down. The growth was “smooth.” On the one hand, this has been affected by the overall market. On the other hand, the high-end products in the primary and secondary markets have gradually become popular and have also affected the growth rate. Taking drum washing machines as an example, the increase in drum washing machines has slowed down significantly. The increase in sales volume has increased from 49.39 in 2010 to 18.39% in the first half of 2011.

Despite this, the high-end washing machine market still has many bright spots. In pulling the entire market sales, the pulling ability of high-end products is still very strong. From the data point of view, 22.34% of sales accounted for 42.57%, which means that nearly half of sales accounted for the proportion. The pull of high-end products is not available in other price products.

In recent years, the high-end washing machine market has grown rapidly, and the sales ratio of high-end washing machines has also continuously increased.

The market for high-end washing machines is shifting to the tertiary and tertiary markets. Whether it is air conditioners or washing machines, the importance of the tertiary market or the home appliance industry or the home appliance business is beyond the scope of this article. However, if the 34 markets are still labeled as "low-end," it is obviously not objective.

With the substantial increase in farmers’ income and the continuous increase in spending power, the demand for high-end home appliances is also rising. The proportion of high-end home appliances that can be accommodated in the tertiary market has continued to increase. In the high-end washing machine market, the growth rate in the third-tier cities was 24.53, and the increase in the fourth-tier cities was 48.27%. The growth rate of the primary and secondary markets was only single digits, which were 3.54 and 5.87 respectively. In the future, three or four cities will affect the growth rate of high-end washing machines.

In the 3rd and 4th cities, the market for washing machines presents a totally different product structure change from that of washing machines. In the first- and second-tier cities, the increase in sales was lower than the increase in sales. In the third and fourth-tier cities, the opposite was true. The increase in sales was higher than the increase in sales. This means that in the washing machine market in the 3rd and 4th cities, the proportion of mid- to high-end products is increasing, and the 3rd and 4th cities are likely to be the main markets for new high-end products in the future.

Enterprises have been focusing on the high-end market in the high-end washing machine market. Companies such as Haier and Midea have launched sub-brands for high-end markets. Casa Imperial was officially launched into the refrigerator market in 2007. It currently covers 9 categories including washing machines and air conditioners. The average price of Casa Di brand products is 2-3 times that of the Haier brand. The further promotion of Casa Di's high-end brands will enhance Haier's competitiveness in the high-end market. It is reported that Casa Di has more than 50% share of more than 5,000 yuan in multi-door and door refrigerators, large-capacity washing machines, and complete sets of home appliances.

In 2010, the United States announced that the group’s sales revenue exceeded 100 billion yuan. It was announced that in the next 2-3 years, the US washing machine will adhere to the drum as the strategic development focus. "Strive to sell drum products account for more than 30% of the overall sales of washing machines and become the leading brand in the high-end washing machine market," said Wang Jinliang, vice president of China's marketing headquarters in the United States. In April 2011, the washing machine expansion project in the US Jingzhou Industrial Park officially broke ground. It is expected that the annual production capacity of the washing machine will reach 6 million units after the completion of three years, and most of the new production capacity of the US Department of washing machines is high-end drum washing machines. As early as 2008, Haier's production base in South China is also mainly producing high-end roller products.

In accordance with the 12th Five-Year Plan for Household Appliances, by the end of the “Twelfth Five-Year Plan”, the washing machine will achieve a green design concept of small size, high recyclability, high volume ratio, high material utilization, and modular components, saving energy and water, and automatically Drying, large-capacity, low-noise washing machines will become the norm for washing machines. With the multi-functional, intelligent, and new washing methods, the washing and drying machine, the clothing net will stop, the clothing will stop, and the ultrasonic washing machine will enter the homes of ordinary people.