Breaking through 46%! Haier washing machine market share increased and remained the top in the industry

In 2021, China's washing machine market achieved a record high of 73.5 billion yuan in retail sales with sales of 38.27 million units. Just when the industry and research institutions had high hopes for this year's washing machine market, this year's market has experienced drastic fluctuations. According to GfK data, from January to July 2022, both the retail sales and retail volume of the washing machine market declined, down 16.1% and 24.4% year-on-year.

However, despite the overall market decline, it does not mean that the performance of every participant will decline with the market. For example, Haier, the leader in the washing machine industry, is an exception. From January to July, Haier washing machines not only maintained its first position in the industry with a 46% market share, but also achieved growth against the market trend, an increase of 3.2 percentage points compared with the same period last year.

With the overall industry shrinking, Haier washing machines have been able to achieve such a high market share growth, which fully proves its dominant position in the market. Therefore, it is not surprising that Haier washing machines have a market share of 5 to 1, which is higher than the total market share of the second to sixth places combined.

Washing machine market volume and value both declined

Since 2020, due to the sharp decline in offline store visits, the home appliance industry has begun to transform to online channels. Of course, it must be pointed out that another major reason that prompted manufacturers to carry out channel changes is that there is sufficient room for high-end brands in the online channels, and young online consumers prefer domestic high-end brands.

However, due to the repeated outbreaks of the epidemic this year, consumers have become hesitant in their purchases. As a result, online consumers who originally advocated consumption upgrades have returned to their original conservative consumption concepts, which directly led to a decline in both volume and value in the washing machine market in the first half of this year.

According to the data from Aowei Cloud Network, online users have returned to the shopping concept centered on cost-effectiveness when purchasing washing machines. Pulsator washing machines, front-loading washing machines and washer-dryers in the price range of less than 2,499 yuan have all seen very obvious sales growth. Among them, pulsator washing machines in the price range of 1,000 to 1,499 yuan increased by 2.7% year-on-year, front-loading washing machines in the price range of 2,000 to 2,499 yuan increased by 3.5%, and washer-dryers in the price range of 2,000 to 2,499 yuan increased by as much as 9.1%.

In the offline market, although the market price shares of pulsator washing machines above 6,000 yuan, front drum washing machines above 6,000 yuan, and washer-dryers above 7,000 yuan have all increased significantly, due to the narrowing of offline channels and the reduction of customer traffic in stores due to repeated epidemics, the growth in volume and value of online high-end washing machines has not driven the growth of the overall market.

Haier washing machines grow against the market trend

As mentioned at the beginning, although the entire washing machine market has experienced a downturn, this has not affected Haier's development momentum in the industry. So how did it do it?

It is believed that the most important factor lies in Haier washing machine's research and development ideas with insight into the market.

Although since 2020, various washing machine manufacturers that have switched to online channels have launched their own high-end washing machine products, what qualities should high-end washing machines have? This is a question that few manufacturers can answer.

Therefore, after online consumers' consumption concepts have returned to being conservative, manufacturers can only convince consumers to pay for truly high-end washing machines with outstanding product strength and strong functional differentiation.

Judging from the online sales data of high-end washing machines, it is obvious that most manufacturers have not achieved this, but Haier has done it.

So far, all the original technologies of Haier washing machines have been developed based on user pain points, and by sincerely meeting the needs of consumers, we provide truly high-end washing machines with sufficient differentiation. For example, the previously launched integrated washing and drying machine integrates the three washing and care needs of washing, drying and nursing into it, and the one-stop washing and care experience saves users a lot of washing time.

Secondly, the Internet of Clothing ecosystem has been laid out for many years. Haier washing machines not only make good washing machines, but also provide users with one-stop, full-cycle clothing care services based on Haier's Internet of Clothing ecosystem layout.

For example, Mr. Laundry, which is built on Haier's clothing network ecological platform, can provide users with full-process butler-style laundry services from home to store. It can not only realize the laundry experience from home to community, but also enhance the stickiness of service users and expand growth space.

In general, in today's global economic recession, it is not uncommon for the washing machine market to see a decline in both volume and value. However, we have also seen that manufacturers like Haier, which are ambitious and capable of making products, can still achieve growth against the market trend. Therefore, if other manufacturers want to replicate the success of Haier washing machines, then they should provide the same excellent product quality and differentiated ecological services as Haier, and I believe they will be able to achieve good results in the market!

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.