Home appliance consumption, "upgrade" to welcome "replacement"

Original title: At present, my country is entering the peak of the appliance update. This year's home appliances are expected to exceed 200 million units -home appliance consumption, "upgrade" to welcome "replacement"

On the hot summer, the home appliance consumer market has set off a wave of climax. Whether it is fresh air -conditioning, mini fan, etc. to meet the needs of people's demand for the heat, or the new categories of the current fresh category of the drying machine, the ground washing machine, etc. Very hot. Nowadays, people's consumption concepts and consumption levels have been upgraded, and quality has become a lifestyle pursuing the pursuit of consumers. Green, intelligence, and high -end have become a new trend in the consumer market of the home appliances. Recently, a series of policies such as "Several Measures on Promoting Green Smart Home Appliances Consumption" have been introduced, and localities have carried out preferential activities such as consumer coupons and replacement of old -fashioned new power consumption.

1. Quality consumption leads the home appliance market

This summer's "sauna" weather is particularly long, and time of air -conditioning, fan, refrigerator and other timely household appliances have begun to be welcomed by consumers. Mr. Li Yu, who lives in Chongqing, has finally made up his mind to eliminate the old air conditioners that have frequently occurred in the family, and replaced it with a fresh air conditioner that is currently popular. "I used to turn on the air conditioner, and I always felt boring in the house. I did not expect that the current air conditioner can still bring fresh air. It becomes a small oxygen at home. It is really healthier." Li Yu said with emotion. This time he replaced the appliances, he not only enjoyed the consumer coupon discount, but also folded the old air conditioner into a hundred yuan cash through the "replacement of the old new" activity. The price was a lot of discounts.

The reporter walked into an electrical store in Beijing, and the slogan "Maximum Single Subsidy Subsidies for Shopping Consumption Vouchers" was very eye -catching. Ms. Su introduced to reporters that emerging categories such as dishwashers, dryers, and integrated stoves are not only popular with consumers, but also quickly upgraded the functions of the product. , Small home appliances such as small air conditioners on the desktop are also very hot, representing the fashion taste of the younger generation.

With the improvement of living standards, people's consumer demand has gradually upgraded, and intelligent, fashionable, healthy, energy -saving, etc. have become the focus of attention. New home appliances have begun to lead consumer trends.

According to factors such as Ovi Cloud Network data, affected by factors such as multiple outbreaks and rising commodity prices. In the first half of this year, the Chinese home appliance market achieved retail sales of 338.9 billion yuan, a decrease of 9.3%year -on -year. Among them, the retail sales of dry clothing machines reached 3.3 billion yuan, an increase of 31.3%year -on -year; integrated stove retail sales of 12.4 billion yuan, an increase of 9.6%year -on -year; the retail sales of dishwasher was 5.2 billion yuan, an increase of 11.4%year -on -year. The new home appliance category is becoming the core driving force for promoting new home appliances and helping the industry's transformation and upgrading.

In recent months, the consumer market has gradually recovered, and the home appliance market has also ushered in a good good this summer. A few days ago, the "2022 National Home Appliance Consumption Season" led by the Ministry of Commerce was launched, providing consumers with more affordable, more choices, and more convenience. "Several measures to promote green smart home appliances consumption" issued by the 13 departments, focus on the new needs of consumers, propose to carry out national appliances for home appliances with old -fashioned activities, promote green smart home appliances to the countryside, expand consumer scenarios to improve consumer experience, optimize the supply of green smart home appliances, Strengthen many measures such as the recovery and utilization of waste appliances to accelerate the release of consumption potential. Recently, e -commerce such as Jingdong and Tmall also actively responded to policies, launched various preferential benefits and service experiences, and established cooperation with brands such as Haier, Midea, Hisense, Hisense and other brands to promote home appliances to change new.

The industry believes that people's home appliance consumption demand has shifted from the "food and clothing consumption" that meets the basic functions to the "quality consumption" that focuses on appearance, function, brand, quality, and service. In the future The trend is guided by consumer demand, and the consumption potential is further released by changing the new and home appliances to the countryside.

2. "Green" and "Smart" have become keywords for home appliances to go to the countryside

Recently, the small migrant workers sent a 80 -inch large -screen Hisense 4K laser TV in the rural parents. "The thin big screen hangs on the wall like moving the theater to the home. You can on -demand the show. You can also watch the TV channel that parents like, and protect the eyes. Essence

"In the past, big cities were the main market for large -screen TV consumption, but large -screen TVs have also requested space for space. Rural areas have larger housing area, and the improvement of consumption levels has made large -screen TVs have a broad consumer market." An Suning family Suning. The person in charge of the E -Shopping Store said.

"Green" and "Smart" have become the keywords for a new round of home appliances to go to the countryside. At present, home appliances have been popularized in urban and rural areas, and many of them are close to the maximum usage years. These "old" home appliances not only energy consumes energy, but also may have hidden safety hazards. Data show that the amount of household appliances in my country has reached 2.1 billion units, and it is expected that the scrap volume will exceed 200 million units this year, and it is gradually entering the transition period. The outbreak of the user's demand for green smart home appliances and the acceleration of corporate technology iteration have all become an opportunity to promote green smart home appliances to the countryside.

From the perspective of experts, the main incremental space of home appliance consumption is increasingly from cities, counties and towns below the third line, county and rural areas. As the most growth potential in the home appliance market, the sinking market has become an important field in the home appliance industry.

The "2021 China Home Appliance Market Report" released by the China Institute of Electronics Information Industry Development shows that my country's home appliance market has recovered in 2021. Among them, the domestic sinking market transaction scale reached 277.5 billion yuan, which has exceeded 30 % of the overall market. According to data from JD.com's 2021, the retail sales of high -end appliances in rural markets increased by 61%, far exceeding the increase of 35%in first -tier cities. "New nodes will inevitably bring new hope. Under the guidance of home appliances to the countryside and with old -fashioned new policy measures, we will actively promote the upgrading of the consumption market consumption. I believe that the entire channel of home appliances in the second half of the year will also usher in a new round of growth. Great. "The relevant person in charge of Jingdong Home Appliances said that it is necessary to steadily advance the home appliances to go to the countryside, based on the demand for the upgrading of home appliances, and supply a multi -level demand at a higher level to help consume consumption to improve quality and capacity.

"The new round of home appliances go to the countryside than before, the density of retail outlets is higher, which has enhanced the convenience of consumers to buy nearby; the rapid growth of the home appliance industry and the rise of more domestic brands have made consumers optional categories and brands more At the same time, the popularity of information technology such as electronic payment has made relevant information better traceability and make supervision more perfect. "Zhao Ping, deputy dean of the China Trade Promotion Association Research Institute, told reporters.

Zhao Ping pointed out that under such a general trend, enterprises must also highlight the characteristics of home appliance research and development and function options according to the differentiated characteristics of urban and rural consumer demand. Considering the needs of different market segments, accurate accurate market needs, and accurate accurate markets, accurate accurate markets, R & D, production, and marketing sell appropriate goods to appropriate consumers.

Some experts believe that at present, the communication protocol is not uniform and the interoperability is weak, and the incomplete infrastructure is still the main factor that hinders consumers' purchase of green smart home appliances. In this regard, the relevant person in charge of the Ministry of Industry and Information Technology stated that it will promote the construction of new infrastructure represented by 5G and Gigabit Optical Network, enhance the coverage, consolidate the basis of smart home appliances application networks, and extend to towns and rural areas.

3. High -end intelligence becomes a new trend

"Open the theater mode." As soon as the voice fell, the projection screen fell, the electric curtains were pulled, and the light was adjusted to the most suitable brightness of the movie. Such a scene is very common in Li Qingqing's home: "The smart home of the whole house has changed our lives, such as getting up in music in the morning, turning on the fresh air system to breathe, voice control lighting, sweeping robots, and many electrical appliances themselves are also very very good. intelligent."

He Yaqiong, director of the Consumer Products Industry Department of the Ministry of Industry and Information Technology, said in the survey: "What extent can the smart home scene experience created by some well -known enterprises? Manufacturers, ingredients distribution, and cooking are linked. If the user wants to eat Beijing roast duck, click the order directly on the refrigerator screen, and you can receive the roast duck supplement from Beijing. After baking in the oven Authentic Beijing roast duck. "

As small as AI speakers, smart door locks, as large as smart kitchen, bathrooms, TV air conditioners, smart home appliances almost cover various living scenarios, allowing people's lives to move towards intelligent directions. As the younger generation becomes the main force of home appliances, smart appliances and high -end appliances have a broader market space. According to data from the CITIC Securities Research Department, the compound annual growth rate of my country's smart home appliance market in the past five years has reached 18%, and the scale will soon exceed 600 billion yuan.

Under the new trend, major home appliance brands have aimed at market demand and actively created the intelligent scene experience of the whole house. For example, Midea Group has recently launched the "active" full -house intelligent solution. The air conditioner can determine whether the user is doing exercise or meditation through infrared perception. Health and preference data generate custom recipes. Haier Zhijia launched a new product, connecting the three sets of systems of all -house intelligence, full -house water, and full -house air. When you go home from get off work, you can adjust the temperature, open the living room entertainment equipment, and prepare for bathing hot water.

Experts believe that the goal of all -house intelligence is to achieve the interconnection of home equipment and allow consumers to enjoy digital and intelligent life. With the advent of the Internet of Things era, the application of home appliance manufacturing companies to intelligent technology has made products intelligently upgraded, and a new round of green smart home appliances popularization is coming.

"From the perspective of the development trend of informatization, with the continuous improvement of the intelligence of home appliances, the interconnection of household appliances in the future will become an inevitable trend." Zhao Ping believes that at present, the information technology interface between different categories and different brands between electrical appliances still exist still Differences, the next step must continue to improve the level of interconnection, increase the standardization of the entire industry, break the barriers between brands and categories as soon as possible, accelerate the intelligent level of the entire industry, and provide consumers with better conditions for consumers to enjoy higher -level smart products. (Reporter Lu Yuanzhen)

[Editor in charge: Zhao Yang]

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