Following the promulgation of the new national standard for air purifier in September, the National Standard Committee issued a newly revised national standard for the compulsory energy efficiency of the electricity consumption limit and energy efficiency of the household refrigerator. The new energy efficiency grade standard will be implemented in October 1st next year, and then the national standard for starting the performance of the washing machine is announced. Work. Insiders said that the appliance industry is ushering in the industry standard renewal period, and the national standard iteration iteration will become the key driving force for upgrading the household electrical appliance industry.
"High standards and strict requirements" will become the main features of upgrading the appliance national standard.
It is understood that "high standards, strict requirements" is the common feature of the current national standard of household appliances. The new national standard of air purifier has been called "the world's highest requirement" by the industry. The new energy efficiency standard of the refrigerator will improve the energy efficiency of the product by about 10%. At present, the ratio of energy efficiency 1 to the refrigerator is over 85%, and the goal of the new energy efficiency grade standard is to be only 5% with the ratio of energy efficiency 1, and more than 20% of the high energy consumption products will be eliminated. But the specific contents of the revision of the national standard of the washing machine are still not completely clear, but from the present situation, many consumer care details, such as the volume of the washing bucket, the washing rate and the washing method of the special material, will be strictly regulated.
Insiders said that the GB upgrade and iteration were in line with the current market trend of the urgent need for structural upgrading of the household electrical appliance market. In the first half of 2015, China's household appliance market is the most difficult time that household appliances have experienced in recent years, and all the sales of household appliances are rising weak or even drastically. According to China, in the first half of this year, the retail volume of the refrigerator market fell 7.3% year on year, retail sales fell 2.1% year on year, and the retail volume of the washing machine was only 0.2%. Obviously, the current household appliance industry is facing a very severe test.
Upmarket market uptrend
A group of figures shows that the fundamental reason for the cold winter in household appliances industry is structural imbalance rather than consumption power. In the first half of this year, in the refrigerator market, single door retail sales fell 26.6% year on year, two retail sales fell 22.2%, and three retail sales fell 12.4% year-on-year, but the retail sales of high-end products (also known as cross doors) retail sales achieved 247.8% year-on-year growth.
In the washing machine market, the proportion of retail sales of drum washing machines increased from 46.6% in 2012 to 58.8% in 2015, and the proportion of retail sales of variable frequency washing machines increased from 24.6% to 53.6%. The large capacity washing machine has also been welcomed by the market. The retail volume of the washing machine above 7KG is 71.8%, and the proportion of the retail sales of the roller washing machine above 7.5KG is 83.7%, which has achieved an increase of over 10 percentage points over the same period.
Whether it is a multi - door refrigerator or a large capacity washing machine, the uptrend in the high-end market reflects the fundamental change in the home appliance market, and the high demand for low end demand will become the main trend.
High value-added and high quality products will be favored by the market
In the future, with the development of economy and the upgrading of consumption demand, high value-added and high quality products will become the hot spot of the market. For example, Samsung, which has advanced technology, will occupy a favorable position.
The improvement of living standards has made consumers store more and more kinds of food. Different types of food materials have put forward higher requirements for refrigeration and temperature control of refrigerators. A series of three-star food family banquet series, using the multi door structure of product type, set "precision control temperature" and "innovative refrigeration" in one. Both "3-2-1" refrigeration scheme, or fine control preservation technology, have greatly improved the refrigerating efficiency and fresh-keeping ability of the refrigerator, to the maximum to ensure the quality of food storage, and better adapt to the consumer day. The demand for food storage has been favored by the market.
In the washing machine market, cleanliness is still the core element of consumer concern. The "bubble net" technology of the Three Star Crystal washing machine can fully activate the activity of the detergent, penetrate the clothes deeply, greatly improve the washing efficiency, shorten the washing time, and can realize the cleaning effect of hot water washing through the cold water washing, and further enhance the energy saving performance. This high value-added product has received more attention because it can meet the needs of consumers' additional upgrading.
The phenomenon of high and low end of the market indicates that the overall structural upgrading of the whole industry is an inevitable trend. The new generation of national standards will undoubtedly become the key force to promote the structural upgrading of the industry. In this process, enterprises with core technological advantages will gain critical development opportunities and thus have the opportunity to continue to expand their leading edge in the market.