Smart products are not a panacea. Home appliance companies should not blindly transform.

The idea of ​​smart home appliances has been proposed for many years and reached its peak in the first half of this year. No matter black appliances or white appliances, small appliances or kitchen appliances, they are all moving towards smart products with confidence. However, smart products are not omnipotent. For the current washing machine market, new smart products have not been able to save the downward trend of the market. The white appliance industry is still greatly affected by policies and consumer demand.

In the first half of this year, the washing machine market had a bad start and showed negative growth. The retail volume was 16.15 million units, a year-on-year decrease of 4.8%, and the retail sales were 29.3 billion yuan, a year-on-year decrease of 0.3%. At the same time, the average price of products in the first half of the year increased by 2.6% year-on-year, which shows that the product structure of the washing machine market has been significantly adjusted, and the share of high-end products has increased.

Regarding the forecast of the full-year development trend, data from iiMedia Research shows that the growth rate of washing machine sales will decline slightly throughout the year, with the retail volume expected to be 33.03 million units, a year-on-year decrease of 0.7%, and the retail sales expected to be 59.9 billion yuan, a slight increase of 3.1% year-on-year.

In addition to the decline in the overall market, the high growth of e-commerce channels has become the only bright spot in the washing machine market. Last year, the online sales volume of washing machines accounted for 5.2%, and it is expected that this ratio will increase to 9.3% in 2014.

Currently, many washing machine companies have launched their own smart products, but the specific product sales are unknown. Judging from the market reaction, washing machines with conventional functions are still the mainstream sales in the market, and smart products cannot bring about an increase in market sales. The following are the best-selling models of household washing machines in the 29th week of 2014 launched by Aowei Consulting. It can be seen that no smart products are on the list.

With the advent of the big data era, China's home appliance industry is gradually transforming towards intelligence and pan-IT. Traditional home appliance companies are facing an unprecedented Internet revolution. Home appliance companies need to transform towards intelligence , but blind transformation will not succeed. Paying attention to the real needs of consumers is the key to development.

At present, Internet thinking cannot subvert white goods enterprises because it is too difficult to intervene and it is not easy to make profits. Industry insiders pointed out that the genes of the Internet and refrigerators, air conditioners and washing machines are fundamentally different, so the Internet and white goods can cooperate, but subversion is not realistic.

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.