In terms of industrial chain, the rising price of raw materials has become a "grey rhinoceros" that restricts the home appliance industry. In terms of policies, the development plan of circular economy in the 14th Five-Year Plan, the Action Plan for the Development of Strategic Pillar Industry Clusters of Smart Household Appliances in Guangdong Province (202 1-2025) and the Guiding Opinions for the Development of Household Appliance Industry in China in the 14th Five-Year Plan have been issued, which have pointed out the direction for the development of household appliance industry.
Color TV market: quantity decreases and quantity increases, and millet is king.
With young people becoming the main consumers of TV, with the trend of mobile video, diversified entertainment and fragmented information, TV is increasingly becoming a tool for screen display, and large screen, ultra-thin and networking have become the core needs of home users. In the first half of 20021year, the online sales volume of domestic color TV market was 178 1 10,000 sets, down14.7% year-on-year; Sales reached 59.4 billion yuan, up 15 1% year-on-year.
From the brand structure, the total market share of "Xiaomi+Redmi" is 23.2%, which is close to 1/4 of the total market size, ranking first in online sales. Its high cost performance, industrial chain coordination, user experience and multi-channel collaborative marketing have become the key supporting factors for Xiaomi color TV sales to win the championship.
In the first half of 200212002, the average price of household appliances rose by 34.9% due to the rising price of upstream raw materials, and the maximum increase of the average price was close to 50%, which directly led to a sharp decline in market sales. The influence of upstream materials, operational difficulties and reduced consumer demand became the three major factors affecting the development of color TV industry in the first half of 200212002.
Refrigerator market: sales doubled, and Haier took the lead.
In the first half of 200210, the online retail volume of China refrigerator market was15.94 million units, up by 5.9% year-on-year; Retail sales reached 47.2 billion yuan, up 20.4% year-on-year, showing a double growth in volume.
Among them, Haier, Midea and Hisense Rong Sheng rank among the top three in the industry, with a total market share of over 70%. Among them, Konka and Skyworth have entered the ice washing market in a big way, Konka has absorbed the new flying refrigerator, and Skyworth's ice washing business is ready to go public.
At the same time, due to the high cost caused by rising commodities, the refrigerator market continues to be under pressure, and mainstream refrigerator manufacturers are making preparations in two aspects: vigorously promoting product structure upgrading and alleviating consumer resistance. Vigorously lay out online channels and stimulate terminal demand through channel reform.
Refrigerator enterprises actively respond to the rising price of raw materials through "restructuring" and "ensuring profitability", and comprehensively lead the development of the global refrigerator market with the innovation and upgrading of low-carbon, intelligent, healthy and fresh-keeping technologies. Driven by the dual engines of upstream materials and downstream demand, the refrigerator market has an obvious high-end trend.
Washing machine market: sales doubled, Haier led.
In the first half of 20021year, with the epidemic under control and the consumer market active, the domestic washing machine market showed a good trend of volume increase and price increase, with a cumulative retail volume of17.03 million units, up15.3% year-on-year; Retail sales reached 34.4 billion yuan, up 25.5% year-on-year.
From the perspective of product structure, pulsator washing machines are increasingly becoming the mainstream of the market, accounting for 47.7% of the half-year sales. Among them, the sales volume of washing and drying machine increased by more than 30%, which became the key engine for the growth of washing machine market. On the online market, Haier and Midea have a solid brand layout and a stable situation. Their market share exceeds 70%, and the Matthew effect of the industry is becoming more and more obvious. At the same time, driven by the rise of the raw material industry, the price of domestic washing machines continues to rise, releasing the demand for production and sales of high-end products.
Air-conditioning market: quantity decreases and quantity increases, and beauty dominates.
In the first half of 20021year, with the rising of raw material prices and the improvement of new standards for air-conditioning energy efficiency, the air-conditioning market experienced a situation in which the volume of energy decreased and the volume of energy increased. The cumulative retail volume was 272 1.6 million units, down 5.7% year-on-year, and the retail volume was 85.8 billion yuan, up 3.3% year-on-year.
Among them, Midea Group (including Valin brand) occupies 37.6% of the market share, beating Gree air conditioners headed by Dong Mingzhu, a heroine and blessed by Gao Yan capital, and occupying the first place in China air conditioner market.
summary
In the first half of 200212002, the continuous appreciation of RMB led to higher commodity prices, which increased the pressure on material procurement of home appliance enterprises and directly pushed up product prices. On the one hand, it brings pressure to product sales, on the other hand, it promotes the process of high-end product level, which can be described as a double-edged sword with mixed feelings; At the same time, thanks to the epidemic control and the increasing real estate construction area, the downstream market demand of the home appliance industry has been fully released, and the sales volume at home and abroad has increased step by step, driving the performance of home appliance manufacturers to rise.
In the long run, technological innovation has become the fundamental driving force for the development of enterprises. AIoT drives the Xiaomi industrial chain (robo rock+ Mijia brand+Xiaomi TV) to enter the home appliance market, "5G+8K+miniLed" reshapes the TV industry pattern, "partition design+scene economy+display screen" reshapes the internal structure of refrigerators, dryers become a new growth point in the washing machine industry, and fresh air attributes drive the product upgrading in the air conditioning industry.