New Energy Efficiency Standard Implements Home Appliance Pattern Change

Recently, by the National Information Network Development Department of the State Information Center and the China National Grid, the "2013 China Washing Machine Industry Development Summit Forum (4th)" held in Beijing, China National Grid Editor-in-Chief Lu Shenghua believes that the energy efficiency of washing machines officially implemented on October 1st. The new standard “Limited value and grade of water efficiency of electric washing machines for energy efficiency” may promote the change of the market pattern of washing machines.

“The implementation of new energy efficiency will enable those leading companies with innovative R&D advantages to have a more favorable position in the competition; in addition, the stringent requirements in the new energy efficiency standards will cause some SMEs to face technical and cost problems. The gap between brands in the washing machine industry or Will expand.” Cai Ying, deputy director of the Resource Development Department of the National Information Center believes that companies should improve their overall competitiveness by improving product quality and building brand competitiveness.

According to data from the “2013 White Paper on China's Washing Machine Market” issued by the Summit, the top three washing machine brands currently occupy a market share of 60.02%. The top 10 washing machine brands have occupied 92.09% of the market share, indicating that the industry brands are concentrated. The degree is relatively high, but from the perspective of product structure changes, some of the top three brands in the high-end, intelligent and other direction of product innovation and active.

According to the white paper, the total sales volume of major domestic washing machines during the period from January to July 2013 was approximately 13.3 million units, an increase of 15.78% year-on-year, and sales volume increased by 23.70% year-on-year.

Cai Ying called it “restorative growth”, which was based on the negative growth of the same period in 2012. “If the overall growth of the washing machine market is unsatisfactory this year compared to 2011, it is still subject to real estate regulation and energy subsidies. With the withdrawal of policies and economic slowdown, overall market demand is weak."

“But the increase in sales over sales growth indicates that the market strategy effect of the company's high value-added products is more obvious.” Cai Ying said, large-capacity high-end washing machines are increasingly popular. Data show that more than 6kg large-capacity washing machines have shown a good momentum of development. The sales volume of 6kg-7kg large-capacity washing machines has increased from 28.08% in 2012 to 35.20%, and the sales ratio has increased from 30.98% to 37.90%. The proportion of sales of washing machines over 7kg increased from 14.98% in 2012 to 18.88%, and the sales ratio increased from 18.30% to 23.42%.

In Gome's sales system, the sales ratio of more than 7 kg washing machines and more than 8 kg drum washing machines has increased from 40.62% in 2012 to 52% in 2013 (January-September).

In the first seven months of the recovery growth of washing machines, the growth of foreign brands raised concern: sales increased from 37.27 percent last year to 37.03 percent; in addition, the average unit price of 4240 yuan/set was much higher than the 2276 yuan of domestic brands. /station.