Market demand rebounds and high-end becomes the development direction of white goods

News from the Ministry of Commerce shows that in July, sales of home appliances, furniture, and construction and decoration materials increased by 7.9%, 9.9% and 14.2%, respectively, accelerating by 0.1, 4.8 and 3.4 percentage points from the previous month, showing a gradual upward trend, which also indicates a gradual recovery of the home appliance market.

The home appliance market has been declining since the second half of last year, and the decline in sales has caused many domestic home appliance companies to face losses. Shen Danyang pointed out in his report on my country's business operations from January to July that my country's consumer market has been generally stable in the first seven months of this year, among which residential consumption such as home appliances has been stabilizing slowly.

Since the second half of last year, white goods companies have been developing high-end products. Regardless of whether they are domestic brands or foreign brands, the number of high-end products has been increasing. This can be seen from the data of ZDC. The data in June showed that the number of products on the market in China has reached 1,542. From the perspective of user attention, three-door refrigerators have become the mainstream of consumer attention with a 35.5% attention share.

It is worth noting that although the proportion of double-door refrigerators in June was only 13.6%, the proportion of attention was as high as 25.0%, which also shows that consumers recognize high-end products. In the environment of sluggish growth in the overall refrigerator market, product structure upgrades and high-end development are becoming the driving force for the growth of the refrigerator market. Consumers' choices for refrigerator products have gradually developed to refined functions such as energy saving, frost-free, and intelligence.

It is reported that the latest energy-saving product leading policy will also be implemented. Different from the previous preferential system of home appliances going to the countryside and energy-saving subsidies, the leading system only covers products with higher energy efficiency levels on the market. This is also a signal that the country wants to develop high-end products.

Some air conditioners, refrigerators and even washing machines may be included in the list of energy-saving leaders, and the subsidy only involves a small number of products that perform outstandingly in energy efficiency indicators. Consumers can directly enjoy preferential prices and no longer need vouchers to receive subsidies as in the past.

Industry experts told the reporter of Home TV World Network that according to the energy-saving leader system issued by the state, white appliance giants with technological advantages and high-end product series may benefit, and the development of large-capacity, multi-door series of high-end products is promising.

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.