The expansion of new business, the widening of the main track of the industry, or the changes in the capital market are also the main grasper for the giants in the home appliance industry to upgrade. Haier whole house reached a strategic cooperation with Beijing Huamei Lijia to create a new home retail ecology; Midea Group has set up cross-border e-commerce while doing smart logistics with "pre-warehouse" to seek double improvement of business layout and efficiency. Skyworth Group, on the other hand, spun off Skyworth Electric, a white goods business company, and rushed to the Growth Enterprise Market, aiming to break the current development dilemma of "not too big but not too strong" in white goods business by capital means ... Rednet Home Appliances Channel specially planned the "Household Appliances Semi-annual Report" to record the market trend of the household appliances industry in the first half of 20021year.
The small household appliances market that entered 202 1 did not continue the sales boom in 2020, and there were different degrees of "cooling phenomenon" in terms of retail sales and retail volume. A few days ago, Aoweiyun.com, a domestic big data research institution, released the 20021annual H 1 small household appliances market summary report. In the first half of this year, the total retail sales of small household appliances in China was 25.08 billion yuan, down 8.6% year-on-year, and the retail volume was1.1.90 billion units, down 8.2% year-on-year. As the replacement cycle of household appliances is relatively long, it can be predicted that the decline of small household appliances industry will continue in the second half of this year.
On the other hand, according to incomplete statistics of appliance stores in Hunan, personal care and cleaning small household appliances such as sweeping robots, purifiers and cleaning appliances achieved double growth in sales volume and sales volume during the first half of this year and the 6 18 promotion period. The industry believes that with the increasing demand of consumers for health, health preservation, quality and intelligence, the sales of such emerging small household appliances will gradually increase.
Traditional small household appliances are "not easy to sell"
According to a set of data from AVC, the retail sales of small household appliances (rice cookers, induction cookers, electric pressure cookers, soymilk makers, wall breakers, mixers, juicers, electric kettles, all-in-one frying and roasting machines (electric baking pan, electric barbecue oven), electric stews, health pots and multifunctional pots) in the first half of 2002/KOC-0 were 27 * *. The retail volume was1191110,000 units, down 8.2% year-on-year.
"Small household appliances are not easy to sell this year." Huang Bin, who has been engaged in the sales of small household appliances for 10 years, said that the traditional small household appliance industry has low entry barriers and serious product homogeneity, and consumers are more sensitive to the price of small household appliances than "big household appliances", and the rising price of small household appliances will curb consumer demand. In addition, consumers' "loyalty" to small household appliances brands is not high. From the manufacturer's point of view, a sharp price increase is likely to lead to the loss of market share. At present, the situation of sharp price increase has not yet appeared, and the more common practice is "preferential reduction".
In the first half of the year, the "cooling" of the small household appliances market had a harbinger. According to AVC monitoring data, in the first quarter of 20021,the retail sales of small kitchen appliances (including rice cookers, induction cookers, etc.1/category) increased by 2.6% and 2. 1% respectively. However, in April and May, the online retail sales of small household appliances (including seven categories such as rice cookers and induction cookers) decreased by 20.6% and 24.7% respectively. 6 18 data shows that the total retail sales of small kitchen appliances in 13 was 2.85 billion yuan, down 8.9% year-on-year; The retail volume was 654.38+053.8 million vehicles, down 654.38+06.7% year-on-year.
For the small household appliances market in the first half of the year, the relevant person in charge of Suning, Hunan Province believes that in the post-epidemic era, consumers spend less time at home and the home economy fails. In addition, last year, the epidemic dividend of small household appliances increased significantly, and the base was high, which made the year-on-year growth trend negative. In addition, the average price of bulk raw materials has risen, and the terminal price of small household appliances has increased, which has led some price-sensitive consumers to hesitate to spend, and has also become one of the main reasons for the relative downturn of small household appliances in the kitchen.
Personal care and cleaning small household appliances are promising.
Although the traditional small household appliances market is under pressure, the sales performance of personal care and cleaning small household appliances is still above average. The monitoring data of AVC also shows that during the period of1-May this year, many sub-categories such as sweeping robots, cleaning appliances and purifiers have achieved both online and offline growth. The semi-annual performance forecast released by Jimmy Technology also shows that the company expects to achieve a net profit of 654.38+89 billion yuan in the first half of the year, a year-on-year increase of 94%.
With the increasing demand of consumers for health, health preservation, quality and intelligence, the market scale of high-end, high-quality, intelligent and scientific small household appliances is growing. According to Tongcheng's data, the sales of 6 18 Tongcheng Electric Appliances increased by 30% this year, among which the sales of smart small household appliances doubled. A new washing machine worth 2,999 yuan, which integrates sweeping and mopping the floor, sold more than 200 sets in a month. The relevant person in charge of Tongcheng Electric Marketing Department believes that the field of small household appliances will also seek greater market space with intelligence and high-end in the future.
At present, many people in the industry believe that there is still a lot of room for growth in the small household appliances industry in the future. Xiao Xiong believes that with the upgrading of consumption, there is still a lot of room for small household appliances in the future, and the continuous introduction of creative small household appliances will bring new increments to the market. Midea Group said that at present, in the small household appliance market, the segmented demand market is exploding and showing a diversified trend, and the diversified needs of consumers are more extensive, which requires manufacturers to dig deeper. In the medium and long term, the small household appliances industry should return to the competitiveness of the products themselves.