疫情让洗衣机行业经历了季度的业绩遇冷。进入4、5月份后，疫情对洗衣机行业的影响逐渐减弱，市场逐渐回暖，经历过这次疫情的洗礼，洗衣机行业表现出了诸多的新变化。小天鹅小型洗衣机引领健康科技潮流，分类洗涤技术深挖新需求下半年或将开启新篇章。
前半年市场下滑 618大促有望逆市上涨
根据奥维云网(AVC)全渠道推总数据显示，今年1-4月中家电市场零售额同比下滑32.0%，多个产业呈现负增长态势。洗衣机处于旋涡中心，2020年季度洗衣机市场零售额为107亿元，同比下滑34.8%，零售量603万台，同比下滑27.4%。进入四月以后，疫情影响逐渐减弱，奥维云网数据显示，2020年4月washig machine market retail sales reached 45.6 billion yuan, down 11.4% year-on-year, and sales volume was 232 million units, down 7.7%. Among them, the online market has achieved a turn from negative to positive, with an increase of 8.3% and 1.5%, respectively.
However, if we extend the timeline further back before the outbreak of the epidemic, it can be seen that the washing machine industry had already shown growth fatigue; according to Zhongyi Kang data shows that in 2019 washing machine market retail quantity was as high as38 million units with a year-on-year growth rate of only +2%, while retail revenue was711 billion yuan with a year-on-year decrease of -0.6%; among which online retail quantity reached227 million units with a year-on-year growth rate of +15.9%, while retail revenue amounted to308 billion yuan with a year-on-year growth rate of +5.7%.
Currently, the washing machine industry is at the stage of development maturity; bidding farewell to the era of incremental growth; consumption on end mainly relies on updating replacement demand driving progress.
From product perspective: during this period when COVID-19 raged on inside-outside cleaning self-cleaning without cleaning out-of-bottle sterilization technology heated up; according to Zhongyi Kang's data for washing machine industry in its19th week cumulative sale ranking TOP15 products where there were ten models featuring health class washers equipped with drying functions.
Large capacity and washer dryer combo products have made significant penetration advances; AVC monitoring data shows that in April-June online sales volume for10KG products increased by20%. In terms of channel distribution structure or brand strategies:
The phenomenon is observed that after experiencing several months' impact due to COVID-19 pandemic upon its business performance and consumer behavior patterns along supply chain channels concerning home appliances sector especially focusing attention towards washer-dryer combos & standalone washers exhibiting contrasting trends within these two categories amid lockdowns periods given below scenario
In conclusion hereafter our assessment it appears clear-cutly evident both brands like Haier & LG will continue their push into niche markets such as smart home automation solutions integrating IoT-based technologies alongside offering innovative features such as voice commands via AI assistant support enabling seamless user experience through intelligent connectivity integration across devices from various manufacturers partaking involvement within domestic environments including laundry rooms themselves serving purposes beyond mere functionality rather than just being mere household items but truly integral components contributing positively impacting daily lives enhancing overall living standards!
