Reform accelerates industrial transformation, home appliance companies need to adjust product structure

With the implementation of energy-saving subsidy policies, the transformation and upgrading of the home appliance industry has accelerated. In addition, active adjustments are also being made to the product structure. The development of traditional channels and online channels is also a highlight of the overall industry.

Let’s first look at the product structure of black electronics. In the first half of this year, the total retail sales of large-size products above 50 inches was 4.96 million units, with a penetration rate of 24%. The most popular smart TVs had a penetration rate of 55%, with a total retail sales of 11.61 million units. The total retail sales of UHD products was 2.07 million units, with a penetration rate of 10%.

UHD is most commonly used in television technology. Currently, many manufacturers have launched UHD ultra-high-definition televisions. The "UHD" standard issued by the International Telecommunication Union (ITU) recommends that the display with a physical resolution of 3840×2160 (4K×2K) or above be called ultra-high-definition, which is twice the width and height of ordinary FullHD (1920X1080) and four times the area. In the next six months, UHD products will become the focus of competition among manufacturers.

In terms of channels, there is a polarization phenomenon, with low-end and mid-end products mainly sold online, and high-end products mainly sold in large chain stores with higher costs. In the first half of the year, the sales volume of each channel accounted for 14% online, 12% department stores, 27% large chain stores, 7% supermarkets, and 41% others. It is expected that the sales volume of the online market will increase to 16% in the second half of the year, and the sales volume of large chain stores will decrease to 23%.

Let’s take a look at the sales of air-conditioning products, the most representative products in the white goods market. The high temperature weather in summer this year still drove the sales of the air-conditioning market. Air-conditioning companies have entered a new round of reshuffle, which is mainly reflected in two aspects: product structure adjustment and channel layout.

With the in-depth promotion of the national energy conservation and emission reduction policy, the sales volume of variable frequency air conditioners in the Chinese market has reached 50%. Based on ordinary air conditioners, variable frequency air conditioners use a special variable frequency compressor and add a variable frequency control system. Its basic structure and refrigeration principle are exactly the same as those of ordinary air conditioners.

With the new energy standard for variable frequency air conditioners being implemented for almost a year, a reporter from Jia TV World Network learned that APF levels 2 and 3 have become the development trend of variable frequency air conditioners, and the APF transformation has basically ended. Data showed that in May, APF products accounted for 75.5% of the retail volume of variable frequency products, indicating that air conditioning companies have taken a positive attitude towards research and development of variable frequency air conditioner new energy standard products.

Among them, APF Level 3 has become the mainstream APF product with a share of 49.4%, followed by APF Level 2, with a retail volume share of 22.8%. APF Level 1 only accounts for 3.3% due to its excessively high price.

In terms of channel layout, the e-commerce channel has grown wildly. From January to May, the air-conditioning e-commerce channel led the market with a year-on-year increase in retail volume of 114.9%, and its share of retail volume in the overall air-conditioning market reached 6.7%. The potential of the e-commerce channel is very large, and the growth rate is very rapid.

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.