Increased proportion of high-end products in the home appliance industry

According to relevant data, in January-October 2012, China's household electrical appliance companies could achieve the “trumps” in contrarian growth. Most of them were achieved through the promotion of product gross margins and the promotion of high-end product sales. The proportion of electricity, black electricity, and small household appliances industries has been enhanced.

In the first half of 2012, the white-electricity industry continued its “increase” trend in 2011, with even negative growth in refrigerators and washing machines, but industry giants such as Haier, Gree, Midea and others plunged through high-end products, adjusted the proportion of high-end products, and dropped some The end market still achieved an increase in net profit, of which Gree’s net profit increased by more than 30%—because of the overall slowdown in domestic economic growth and other factors, the downward trend in home appliance market growth will not change in the short term, but industry analysts It is pointed out that the rapid growth momentum of high-end home appliances will also continue to maintain.

With the gradual increase of the income level of Chinese residents, consumer demand for high-tech, intelligent, energy-saving and environmentally friendly household electrical appliances will gradually warm up, among which, the performance of the white electricity market is most obvious: According to feedback data from retail terminals, based on white electricity products With lower replacement rates, consumers have higher expectations of product quality and quality when purchasing white products. According to MIMR's previously released survey report, 70% of consumers' expectations for the use of various home appliances are more than 5 years. Among them, 77% of consumers use televisions for more than 2 years and they have an intention of redemption. 70 % of consumers will consider the purchase of products only after using air conditioners for more than 5 years. Some consumers expect their use years to exceed 10 years. Consumers tend to prefer products of good quality and quality when they purchase such products. Therefore, the demand for high-end home appliances will continue to rise.

In addition, the dependence of high-end products on the small household appliances and kitchen appliances industry has also increased in 2012. According to incomplete statistics, from January to October 2012, the sales growth of the electric water heater industry was much higher than that of the home appliance industry. The sales growth of the larger companies was between 15% and 30%, and the sales growth of individual companies even exceeded. 50%, but at the same time, sales have not increased over the same period. A number of people in the industry stated that the growth of the electric water heater industry in 2012 mainly came from the increase in the price of single products and the sales of high-end products.

Pan Weidong, assistant to the president of Dongling Group, said that in the small home appliance industry with low product prices, the demand for high-end and innovative products in the market is also steadily increasing. “Although the life cycle of small household appliances is gradually shortening, but the high-end, innovation The growth of small home appliance products is still considerable, and the more it is in the economic downturn, the greater the demand for product development is.

Although the overall growth of the home appliance market has slowed since the second half of 2011, household appliance companies targeting the high-end market have performed well. The growth momentum of these leading enterprises is precisely to grasp the direction of industrial development in advance and find the support points for upgrading and transformation.

Industry analysts said that in the short term, China's macroeconomic slowdown will not be much improved. The household appliance industry is also facing a crisis of high inventory and overcapacity. Household appliance companies must win in an increasingly competitive market. Change the growth mode, make more use of the opportunity for industrial upgrading, and focus marketing on high value-added high-end products.