High-end home appliances rise against the trend

According to GfK China's national retail market monitoring data, from January to October 2012, the total retail sales of refrigerators decreased by 6% year-on-year, while retail sales of three-door refrigerators and multi-door refrigerators rose by 2% and 9% respectively. . At the same time, the retail market share of the three-door refrigerators and multi-door refrigerators has reached 34%, which is 3% higher than in 2011. Three-door refrigerators are gradually replacing two-door refrigerators.

Looking back at the market performance of the drum washing machine, from January to October 2012, the total retail sales of the washing machine dropped by 2% year-on-year, while the retail sales of drum washing machines rose by 0.3% year-on-year. It is particularly worth noting that the growth rate of the large-capacity (greater than or equal to 7.0 kg) washing machine market is even more pronounced, with retail sales rising nearly 25% year-on-year, and market share increasing by 9 percentage points to 40%.

The consumption upgrade has become the new fulcrum for the sustainable development of the Chinese home appliance industry in the future. Higher quality, smarter, more fashionable, and more environmentally friendly are the basic elements that high-end home appliances should have. With the increase in market size and continuous increase in consumer demand, more and more home appliance brands have entered the high-end home appliance market. The new round of competition has opened.

“Although the high-end home appliance market in China seems to be booming, there are still many problems,” said a person in charge of a well-known household electrical appliance company. “Unclear high-end definitions, limited number of brands, and imperfect channel development may all constrain China’s high-end home appliance market. The next step."

In order to better understand the development path of high-end home appliances, China Household Electrical Appliances Association (CHEAA) and GfK will cooperate again in 2013 to hold “China High-end Home Appliances” at the occasion of the 2013 China Appliance Fair (AWE). "Development Forum" will explore the definition of high-end home appliances, market characteristics, channels and development trends in an all-round way.

It is reported that during the 2012 China Home Appliances Expo, CHEAA and GfK jointly launched the first high-end home appliance development forum in China, and invited home and abroad well-known home appliance brands to share development experience. This forum effectively promoted the sound development of high-end home appliance market. In 2013, the “China High-end Appliance Development Forum” will continue to deepen the theme of 2012, will more clearly define high-end home appliances, and from the perspective of global high-end home appliance industry development, high-end home appliance access, domestic high-end home appliance development forecasts, etc. The home appliance companies provide standards, directions, and references to provide an exchange platform for the high-end home appliance industry and guide the further development of the high-end home appliance industry.

At the same time, as one of the organizers, GfK will publish global high-end home appliance development analysis and data at the forum. Forum organizers will also invite high-end home appliances production and sales companies to share business ideas and development experience. As an important supporting event of the China Household Appliances Expo-China 2013 organized by the China Household Electrical Appliances Association, the scale of the “China High-end Home Appliances Development Forum” is expected to be 100 to 200 people, and is open to industry leading home appliance manufacturers, retailers, and research institutions.