Since 2011, China's per capita purchasing power of household appliances has increased year by year, quality household appliances have become the mainstream of market growth, and household appliances that improve the quality of life, such as clothes dryers, integrated stoves, embedded products, dishwashers and vacuum cleaners, have become the "standard" at home.

"Add home appliances" needs to be upgraded to "replace new home appliances"

With the effective control of COVID-19 in the country, consumer confidence has recovered and stabilized at normal level. The report smart appliances, opening a new era of home released by GfK, a market research company, shows that by July 2021, the consumer confidence index of first tier, new first tier and second tier cities has exceeded 80%, and that of third tier and lower tier cities has been close to 80%. At the same time, the data show that more than 30% of respondents in all levels of cities said that the economic situation of individuals and families has improved compared with a year ago. It is expected that the recovery of consumer confidence and the improvement of economic situation will provide effective support for future consumption.

With the transformation of China's economic growth mode, the demand for household appliances in China has changed from the "incremental demand" for adding objects to the "replacement demand" for "upgrading tradition to intelligence". Moreover, the income and purchasing power of residents are continuously improving, and the basic living needs are changing to a better life, resulting in new changes in the demand for household appliances. Quality household appliances have become the mainstream of market growth, and household appliances that improve the quality of life, such as clothes dryers, integrated stoves, embedded products, dishwashers and vacuum cleaners, have become the "standard" of home.

At the same time, in the long run, China's population and family structure have changed, and the subdivided population is becoming more and more diverse, differentiating into Z generation, elderly population, single population, mother and child population and so on. "Small family", "silver economy", "one-man market" and "fertility friendly" have become the new "selling points" of China's home appliance market.

Ranking first in family safety, sales of smart door locks soared

Different people have different expectations for home. The young people of generation Z have higher needs for the pattern and design of living space. 44% of the respondents want to upgrade the space and equipment for work and study, which is much higher than that of other respondents.

However, it is noteworthy that no matter how the environment changes, the family is still the center of social life. Safety, convenience, health, intelligence and energy saving are important reasons for smart appliances to capture people's hearts, and the respondents listed "protecting the family" as the first for five consecutive years. For example, 65% of the respondents agreed that "home is a private space". Correspondingly, in the first half of this year, the online sales of intelligent door locks reached 1.57 million, a year-on-year increase of 80%.

At the same time, the epidemic has given birth to people's deep concern for the health of their families, and healthy air conditioning with air purification, sterilization and fresh air functions has become a new hot spot. Compared with 2020, the market scale of fresh air air conditioning is expected to increase by 282.8%, purified air conditioning by 47.8% and sterilized air conditioning by 51.4% in 2022. Among other household appliances with "health" as the key word, sterilized refrigerators, sterilized washing machines, desugated rice cookers, aldehyde removal air purifiers, etc. have all exploded in sales in their respective fields, with broad market prospects in the future.

"Carbon peak" and "carbon neutralization" comprehensively lead the green transformation. Household appliances with energy-saving attributes are also concerned by Chinese consumers. In the first half of 2021, the retail sales of gas stoves with primary energy efficiency attribute in the offline market accounted for 81%, and the retail sales of variable frequency air conditioners accounted for 98%. The increase in the proportion of energy-saving and efficient products shows that green transformation has become the future development direction of China's home appliance market.

Smart home scene should be "smarter"

In terms of convenience, the smart home scenario will become the standard model of families in the future. Respondents believe that remote control, safety monitoring, automatic adjustment, health monitoring, one click control, security alarm, intelligent lighting and personalized scene customization (such as family dinner mode, children's operation mode, etc.) are ideal smart home experiences.

The report also points out that the Internet of things scenario will bring new development opportunities for smart appliances, but at present, most scenarios are fragmented and the product linkage experience is not strong. The market is still in the stage of giving priority to the development of core categories, and the sense of scene experience needs to be further improved. Remote operation of household appliances through mobile phones, automatic fault diagnosis and sending to maintenance providers, more hands-free housework, automatic ordering of food and other consumables... People have made more expectations for a "smarter" home.

This article comes from: Beijing Youth Daily!