Although the sales performance of the home appliance market this year is relatively cold, people in the home appliance industry have different views on this: some people believe that the home appliance industry is experiencing a cold winter and will continue to be under pressure, while others believe that the home appliance industry is undergoing a transformation and there will be an inflection point in the near future. Some people believe that the market is transforming as a whole, but from a local point of view, Then we can find the signs of high-quality development of the home appliance market, and the external performance of this sign is the rapid growth of high-end trend.

According to the 2021 white paper on the high-end home appliance market jointly released by the Organizing Committee of the red top award and GfK China, since this year, the scale and growth rate of retail sales of most categories in the domestic home appliance market have increased to varying degrees, the trend of industry transformation to high-end has continued, and the proportion of high-end products has increased continuously.

In the first 10 months of this year, the proportion of offline retail sales of refrigerators, color televisions, cabinet air conditioners and dishwashers with more than 10000 yuan increased by 4.3, 3.7, 2.9 and 4.3 percentage points respectively compared with 2020; The proportion of offline retail sales of washing machines above 6000 yuan increased by 5 percentage points to 27.6% compared with 2020; Compared with 2020, the offline retail share of sweeping robots with more than 5000 yuan increased by 4.6 percentage points to 21.9%.

In the whole high-end home appliance market, the retail sales of high-end TV, refrigerator, air conditioner and washing machine products with more than 15000 Yuan account for 51%, 38%, 20% and 12% of the overall high-end market retail sales of their categories respectively. As one of the "three major items" of the new middle class, the products at the price of more than 10000 Yuan account for nearly 50% of the retail sales of the whole high-end dryer Market; For emerging categories of floor washing machines, products with a price of more than 5000 yuan account for 12% of the retail share of the whole high-end floor washing machine market.

Industry experts pointed out that in recent years, there has been an obvious trend of quality upgrading in the household appliance industry, especially after the outbreak, consumers' requirements for the functions and technologies of household appliances have also increased, and emerging demand has emerged one after another, which has prompted household appliance manufacturers to accelerate the pace of innovation and upgrading of household appliances, and promoted household appliances to "meet the needs of daily life" from the past, To "improve the quality of life" and "improve the standard of living", quality upgrading has become a general trend.

At the same time, the change of market environment also has a positive impact on the development of household appliance industry. Although the home appliance market has been impacted by the "black swan" event of the epidemic and once pressed the pause button, based on the strict epidemic prevention and control measures in China, the home appliance production and consumption environment has rapidly warmed up, the economic environment has also remained stable, and consumers maintain a positive and optimistic attitude towards their future life, which is basically consistent with the view of home appliance consumption. In terms of home appliance consumption, although many consumers remain rational and cautious, they still have a strong willingness to consume on the premise that the product quality matches the demand for experience upgrading.

According to the consumer survey data of GfK China, 82% of families with a family income of more than 30000 yuan are willing to spend more money for a quality life. China home appliance network recently launched a survey on "2021 living and home comfort". The results also show that 42.5% of the respondents are willing to invest more money to improve the home environment, and some of them have a maximum budget of more than 100000 yuan. Such data is a portrayal of consumers' attitude towards the high-end home appliance market.

Industry experts added: due to the industrial transformation, the household appliance industry is undergoing drastic changes, especially the tightening of raw materials and chip supply in the upstream industrial chain, which brings great pressure on the production and sales ends of household appliances. Naturally, the pressure brought by industrial transformation is not easy to bear, but the high-quality development momentum shown by the transformation is also prominent. The household appliance industry can not miss this industry opportunity, accelerate the high-end development of its products, and cater to the development trend of the industry with high-end household appliances rich in innovative value to further seize the competitive advantage of the industry.