Right now, China's home appliance market has been in a steady growth, the first half of this year, this trend still continues. The latest data from market research firm in the PRC, the first half of the overall market size of home appliances (including mobile phones and 3C products) amounted to 769.7 billion yuan, an increase of 4.3%, and the product structure adjustment and upgrading electricity supplier sales channels become increasingly prominent importance It has become the main theme of the development of the industry.

Home appliance market in the first half up by 4.3%

The PRC, the data show that the first half of 2015, the overall size of China's home appliance market (including mobile phones and 3C products) 769.7 billion yuan, an increase of 4.3%.

In the first half of this year, color TV, white and other large appliances market overall maintenance of stability, internal competition, brand, price and so further. TV market by virtue of the Chinese New Year in February, driven by the market, the TV market in the first half retail sales, year on year increase of 3.4% and 1.2%, respectively. Retail sales in the first half 4K product penetration rate of 28.2%, 48-inch big screen and above accounted for 42.8%. Air conditioner market in the first half is still the continuation of the price war, resulting in the air conditioning market average price of each category fell almost across the board. Washing machine market has entered a duopoly era of increased competition, mainly rely on brands inverter + large volume combinations to gain market share.

Kitchen appliances market steady slowdown in the first half. First half of the hood, water heaters, gas stoves volume of retail sales increased by 2.3%, 3.3% and 2.4%, respectively. From the water appliances market, water purification equipment category to grow rapidly in the first half year growth remains at more than 40 percent. Oven kitchen appliances market has become the only "high profile", retail, volume grew 48.2% and 56.4%, respectively.

First half of the life of electrical appliances market window frequency, vacuum cleaners, humidifiers, steamers, blenders and other small appliances are living to maintain rapid growth, year on year growth in more than 20%; vacuum cleaners extremely dynamic market, retail sales in the first half, year on year growth of 58.0% and 59.0%, the average price level increased steadily; and micro-robotic vacuum cleaner with the sudden emergence of online market; mixer market, broken cooking machine mixer market has become a new growth highlights, online retail sales market share Daowu Cheng.

Upgrade the product structure into a trend

Right now, the national economy is in a reasonable range, continue to optimize the structure of economic growth is still the main theme. Home appliance market and macro-economic trends are closely related to the trend of the first half with almost the same, upgrading of product structure has become a major trend.

TV market, continue to the larger size and clearer product upgrades, personalized products and ultra-thin LCD liquid crystal surface also accelerate the penetration, gradually increase the participation of brands; refrigerator market, accelerate the upgrading of product structure, accelerate the shuffle brand, price competition intense; air-conditioning market structure continued to be optimized frequency APF three alternative fixed-frequency phenomenon obviously, frequency APF a rising proportion in frequency and become the new market growth; competition intensifies washing machines, mainly rely on brands inverter + large volume combinations to snatch market share; kitchen appliances market, the rapid growth in recent suction hood and large fire growth, energy efficiency, energy conservation and other anti-dry gas stove safety class products; mixer market, broken cooking machine mixer market has become a new growth highlights, the online retail market share Daowu Cheng ......

National League Securities latest research report pointed out that consumption upgrade is the main driving force to promote the home appliance industry development, "high, big on" will become a consumer trend appliance market, innovative products and services will continue to be the home appliance industry to open up a broader market; intelligent , green environmental protection product innovation is becoming the home appliance industry trends.

ChinaHousehold Electrical Appliances Association, said that at present, China's home appliance consumption upgrade trend is still good, continue to optimize the product structure, environmental health products rapid growth. With the deepening of industrial upgrading, in 2015 China's home appliance industry is expected to smooth through the market flat period, can be predicted that in 2015 China's home appliance business owners expected to maintain revenue growth of 8%, to achieve & ldquo; second five & rdquo; planning 1.5 one trillion yuan development goals.

Electricity supplier channels has become increasingly prominent importance

In addition to the appliances themselves enhance the first half of home appliances sales channels, in particular the importance of the electricity supplier channels has become increasingly prominent. Electricity supplier market maturity, the rise of mobile consumer, accelerate channel sink consensus, generally considered Chinese home appliance channel will usher in a huge change in the situation in 2015, in which the traditional channels in order to keep down the growth will open up the market, while electricity supplier channel sink more It will become an inevitable trend.

In Yee weekly monitoring data show that in 2015 1-26 weeks, major appliances market category online retail sales growth rate were maintained double-digit growth of color TV sets, washing machines, water heaters, water purification equipment, rice cookers and other online retail year on year growth rate close to or above 50%, even vacuum cleaners online retail sales reached 157%, leading the fast growing market of home appliances online.

In addition, the electricity supplier online sales range began to break boundaries and offline promotional mode the whole network layout in the first half of the 618 electricity supplier war started. In the first half of this year, three small household appliance market, sales were at 4.18 peak electricity supplier promotions, Labour Day and 6.18 electricity supplier war. Overall sales of electronic business platform gradually rising electricity providers to increase investment in the traditional holiday lines; electricity supplier more diverse forms of promotion, especially large electricity providers to promote sales of 6.18 heat even more than fifty-one traditional promotional holiday.

Moreover, the electricity supplier online sales range begin to break the boundaries of the line, in this era of smart TV was particularly evident. Suning Appliance Zhang Jindong, chairman, believes that the next "air" television industry has fallen O2O, O2O mode via online display, product experience and the integration of resources under line, help traditional TV manufacturers made up for in content, lack of services, in order to bring new products competitive, "with innovation cooperation, O2O marketing new model to break the ceiling of the TV market time has come." even with a view of the future of home appliances under the line probably will accelerate the demise of the sales channels. But most industry experts are of the view that with intelligent home appliances into the stage, the experience of home appliances increased demand, the need to enhance the presence of the store, the future home appliances channel towards the transaction online and offline experience, model development.

In addition, industry sources said, in the shock wave of the Internet, from home appliances to use to purchase home appliances, consumer participation increased dramatically, manufacturers and electricity suppliers seeking new partnerships also need to use large data resources, heavy constitutive elements of consumer demand, continuing to enhance user shopping experience. Based on this, the user experience and enhance the ability of future competition in the key areas of home appliances for customer service.