The hottest household appliance enterprises cannot

Household appliance enterprises should not only focus on product upgrading to break the situation.

there are still large gaps in the rural household appliance consumer market, which can be freely played by household appliance manufacturers. Tagore said: only after experiencing hell like training, can we have the power to create heaven; Only blood flowing fingers can play the world's masterpiece

it seems that China's household appliance industry, which has just passed through 2018, is going through this process

2018 is the lifeblood year of China's home appliance industry. It has experienced almost all the darkest moments, but at the same time, it has forged unprecedented resistance in this purgatory

this is the worst year, and it is also the best year

the gradual disappearance of demographic dividends, the decline in real estate sales, the massive impact of foreign brands, and so on. All kinds of mixed negative market conditions have become the foot binding of China's home appliance industry. Although the pace is heavy, the journey of a thousand miles, which has been completed in steps for 40 years, has not been abandoned halfway

according to the "2018 annual report of China's household appliance industry to meet social needs" released by the national household appliance industry information center, the scale of China's household appliance market in 2018 reached 810.4 billion yuan, with a year-on-year increase of 1.9%, breaking the pessimistic forecast for the start of 2018

although the growth rate has significantly increased compared with the previous 2016 and 2017, it can be expected. So how to judge the quality of the fixture of the tensile testing machine? The following three points are usually used to distinguish, but it is still controlled in a stable and rising situation

except for color TV sets, other categories of household appliances have achieved a small increase

among them, the retail sales of color TV sets was 143.3 billion yuan, a year-on-year decrease of 9.59%; The retail sales of air conditioners reached 19.8 billion yuan, with a year-on-year growth rate of 4.5%; The retail sales of refrigerators reached 96.9 billion yuan, with a year-on-year growth rate of 3.5%; The retail sales of washing machines reached 70.7 billion yuan, with a year-on-year growth rate of 3.1%; The overall performance of kitchen and bathroom products was acceptable, with the annual scale reaching 176.9 billion yuan, with a year-on-year growth rate of 1.5%

in addition, suction 2. Booster pump dust collector continues to be the leader in the growth category of the small household appliance industry, and the market scale has reached 19.5 billion yuan, with a year-on-year growth rate of 45.6%; The wall breaking machine has developed rapidly, and its market scale has exceeded ten million

however, behind the small growth is only the beginning of the household appliance industry to maintain market stability. Finally, it is necessary to break the ice situation and make the household appliance industry return to the high light moment

therefore, in the past year, all power plant manufacturers have shelved competition, showing unprecedented unity, and the direction of unity is to sacrifice the magic weapon of enterprise transformation and product upgrading

however, this is not an overnight process, so in this empty window period of the home appliance industry, the first consideration of home appliance manufacturers is how to preserve their strength, live first, and then slowly progress

the relationship between products and markets is a gradual process from nothing to existence, from existence to excellence, from completion of popularization to iterative upgrading

and the so-called upgrading cannot be carried out in a comprehensive way, ignoring the phenomenon that different consumption levels and regions have not reached popularity

instead, we should adopt the dual strategy of two legs and differentiated treatment of urban and township markets. The differentiated treatment here does not refer to the differentiation of product quality

according to the statistical data of the "analysis report on market demand and investment planning of China's white home appliance industry" released by the forward looking Industry Research Institute, at present, there are about 180million rural households in China, but the consumption status of household appliances in such a huge rural consumer market is far behind that of cities and towns, with 23 years behind the washing machine, 20 years behind the refrigerator and 12 years behind the air conditioner

the urbanization degree of rural consumption of different white household appliances is different. The rural market demand of refrigerators and washing machines accounts for more than 25%, and the rural demand of air conditioning industry accounts for only about 9%

it can be seen that there is still a large gap in the rural household appliance consumption market, which can be freely played by household appliance manufacturers

in terms of the current overall market situation, urban households have basically broken through the bottleneck of the popularization of large categories of household appliances and basically completed the popularization stage; There is a certain gap between rural households and urban households in terms of categories and ownership of household appliances, although this gap is narrowing year by year. Therefore, rural families are still in the stage of more than popularization and less iteration

and popularization and iteration exist in urban and rural markets respectively

the existence of differentiation here refers to the new categories of household appliances, which are not only rare species in the rural market, but also have a huge extension space in urban families

wall breaking machine is a good example. Its market size has exceeded 10 million units, and the follow-up trend is still strong

so next, how to make the most of the remaining popularization space in the rural market and update and iterate the household appliance products in the urban market should be a problem worthy of consideration for all household appliance manufacturers and retailers

household appliance enterprises should not only focus on product upgrading, but also sort out and publish China's electromechanical products trading (electromechanical for short). If you need to reprint, please indicate the source of the article. For more information about the electromechanical industry, please click attention: electromechanical information of China's electromechanical products trading