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It's sold out! "Lazy people" prop up the big market! Sales of some products soared by 160%! Do you have one at home?
Jan 25,2022
With the advantage of making up for the vacancy in mopping, the washing machine has become a dark horse in the cleaning appliance market. The rapidly growing washing machine market has also attracted many home appliance companies to enter the market. According to the analysis of Aowei Cloud, the washing machine industry will become the fastest growing category of clean electrical appliances, and the market size is expected to reach 10.1 billion yuan by 2023.
The sales of washing machines are growing rapidly
It is reported that as early as 2016, Hoover FH40160PC luxury electric floor cleaner was introduced into China, which can be regarded as the earliest domestic washing machine product. But in the following years, the development of washing machines was tepid. Until 2020, smart home appliances began to usher in popularity, and the washing machine has become a dark horse in the clean electrical appliance market. According to the online monitoring data of Aowei Cloud Network (AVC), in 2020, the category of washing machines will account for 6.2% of the entire cleaning appliances.
From the perspective of market size, according to the data of Aowei Cloud, the market size of washing machines in 2019 was less than 100 million, and it will surge to 1.29 billion in 2020. In the first quarter of 2021, the proportion of floor washing machines in the entire cleaning electrical appliance market reached 12.6%, an increase of more than 10 times year-on-year; in the second quarter, the sales growth rate of floor washing machines exceeded 10 times year-on-year; it is expected that the market size of floor washing machines will break through in 2021 5.3 billion.
The washing machine only combines the broom and the mop. Why can it produce such great magic? Aoweiyun.com analyzed that the explosion of the washing machine is not accidental, but the result of enjoying the "time, place and people". First of all, under the epidemic situation, consumers’ time at home has increased significantly, which has led to an increase in the demand for floor cleaning, which has become a catalyst for the rapid growth of washing machines; secondly, domestic houses are mainly made of hard floor materials, which determines the coexistence of sweeping and mopping needs, and mopping the floor. The demand is stronger, and the floor washing machine truly solves the consumers' mopping needs and the pain points of washing and mopping; finally, the consumption level of the domestic middle class continues to improve, and this part of the population no longer meets the basic material life, but pursues a higher life quality.
Centennial international brands also entered the game
The rapidly growing washing machine market has attracted the attention of many home appliance companies. In this subdivision track, not only domestic brands such as Timco, Stone Technology, and Bisheng have seized the opportunity, but also international giants such as Thomson have entered the game.
According to Li Tao, managing director of the French Thomson China Brand Management Center, Thomson was founded in Paris, France in 1893 by Elihu Thomson, the main founder of the American electric light and power system. In the field of cleaning appliances, the company has deep technical accumulation. The world's first double vacuum cleaner was invented by Thomson in 1930. After 129 years of development, Thomson has become one of the top four manufacturers of consumer electronic and electrical products in the world, with users in more than 120 countries and regions.
Jin Wenming, general manager of the Floor Cleaning Division of Thomson China Brand Management Center in France, believes that "self-cleaning" has become one of the health needs of current Chinese families. Since 2020, brands such as Timco and Bisheng have successively launched washing machines and sweepers with self-cleaning systems. Self-cleaning products with more complex technologies and more diverse functions have gradually eliminated single-function cleaning products. foreseeable development trend. This will undoubtedly be a beneficiary of rapid market growth for Thomson, who has strong R&D capabilities and can keep up with changes in user needs in a timely manner.
According to reports, the Thomson Ares series of floor washing machines will be launched on JD.com and Tmall channels on January 15, and the retail prices of different styles range from 3,000 to 4,000 yuan. This series of floor scrubbers has many features such as noise as low as 72dB, sterilization rate of electrolyzed water as high as 99%, 830ml large-capacity water tank, continuous self-cleaning of the roller brush and no hand washing. In terms of marketing, Thomson washing machine will cooperate with Tencent animation super popular IP "The Temptation of Cat Demon" to expand the brand influence and attract more young people's attention.
Aowei Cloud analysts said that from the perspective of brand structure, the floor washing machine market is in a state of continuous influx of new brands, and the number of brands is increasing.
Some analysts said that in the face of the huge potential space in the domestic clean electrical appliance market, the competitiveness and market share of leading brands are expected to be further improved, and new brands will also seize the structural opportunities. With performance and price advantages, they can also gain considerable Profits and jointly help the upgrading of the consumer market.
Really easy to use or IQ tax?
During the interview, the reporter learned that consumers have different opinions on this rapidly emerging new product. Some say that the washing machine is easy to use, the suction and mopping is very convenient, and the self-cleaning function is easy to use. Users complain that the scrubber is an "IQ tax" and has weak suction.
On Double 11 last year, Ms. Lin from Guangzhou started a smart washing machine, which has been in use for several months now. "The cat hair and sauce in one place can be pushed over once, and the floor will be clean." Ms. Lin said, "I am usually very busy at work, and I don't have much time to clean. I have also bought steam mops, vacuum cleaners, and sweepers before. Robots and other products, I always feel that these products are not satisfactory in terms of function, I bought this washing machine mainly because it can mop and sweep, and it can be done in one go, which saves time, effort and worry.”
However, there are also consumers who think that the washing machine is an "intelligence quotient tax". "The washing machine that cost more than 4,000 yuan to follow the trend is an 'IQ tax', and the user experience is very disappointing." On the Xiaohongshu grass-growing platform, some netizens shared: stubborn stains can be cleaned up with an ordinary mop at one time. Using a washing machine is not enough, in addition, long hair cannot be sucked in, and the cleaning power is completely unsatisfactory. Now it has been idle at home; some netizens said: "The washing machine is easy to leave water stains, and the machine's The battery life is too short and troublesome.”
According to the white paper "China's Household Mopping Demands and the Technology Trends of Special Mopping Robots", 91% of the respondents believe that it is necessary to wipe the floor after sweeping, and 70% of consumers have a strong sense of "sweeping" and "wiping" functions. I bought the sweeping and dragging integrated robot product only because of the demand.
The market prospect is optimistic
It is understood that at present, when the industry standards and specifications have not been perfected, some product quality and after-sales problems in the washing machine market still exist. The industry needs further exploration and learning to provide consumers with better and more convenient products and services.
Jin Wenming said that on this basis, Thomson's requirements for washing machine products are also different from other brands. Based on the century-old brand concept of "Friendship Technology", Thomson has made great efforts to create a small and lightweight second-generation washing machine product from the beginning of R&D and design, which solves the problem of residual water stains, cumbersome machines, short battery life, etc. Pain points such as loud noise. Taking the battery life as an example, most washing machines on the market are about 30 minutes, while Thomson can reach 75 minutes, which can fully meet the needs of consumers for cleaning large areas and whole houses.
Regarding the future market trend of washing machines, Jin Wenming believes that as an imported cleaning appliance, the problem of cleaning the floor of the Chinese people has not been well solved before, and this demand has been suppressed for a long time. With the emergence of the washing machine integrating sweeping, mopping and washing, especially the second-generation washing machine with perfect functions, it has solved the biggest sanitation and cleaning problem of Chinese families, saving time and effort, freeing hands, and washing the floor. In the future, the machine will definitely replace the existing household cleaning equipment in a large proportion.
According to a research report released by GF Securities, the washing machine can be regarded as a combination of a vacuum cleaner and a mop. Only one washing machine can complete the two things of floor cleaning and mopping at the same time, and it also has a strong vacuuming and sterilizing function, which has obvious removal effect on both dry and wet garbage. Compared with cleaning products such as cordless vacuum cleaners and sweeping robots, washing machine products can better meet the needs of daily home hygiene and cleaning.
Haitong Securities believes that if the washing machine can solve the pain point of Chinese families spending a long time mopping the floor in the future, it cannot be ruled out that its penetration rate will reach more than 80%. Taking into account the overlap of the functions of the self-cleaning robot vacuum cleaner and the washing machine, it is conservatively assumed that the penetration rate reaches 50%. According to the current number of 500 million households in China, assuming a 5-year replacement cycle, the annual sales volume can reach 50 million units. In the long run, the securities agency judges that the market size of floor washing machines can reach more than 100 billion yuan.
According to the prediction of the Aowei Cloud white paper, the washing machine will become the fastest growing category of the entire cleaning electrical appliance category. It is estimated that by 2023, its market size will reach 10.1 billion yuan.
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In 2019, the market size of the washing machine was less than 100 million, and it will surge to 1.29 billion in 2020. In the first quarter of 2021, the proportion of floor washing machines in the entire cleaning electrical appliance market reached 12.6%, an increase of more than 10 times year-on-year; in the second quarter, the sales growth rate of floor washing machines exceeded 10 times year-on-year; it is expected that the market size of floor washing machines will break through in 2021 5.3 billion.
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