洗衣机度过五年黄金发展期 2020年行业如何发展?

在相对复杂的2019年,洗衣机行业在渠道方面的转换,尤其明显,线上优势继续领跑。

洗衣机度过五年黄金发展期  2020年行业如何发展?

2019年洗衣机行业与其他家电产品整体际遇大体相同,出现了市场增长同产业转型升级胶着对抗的态势。但略有不同的是,洗衣机市场虽然在市场增速上告别了曾经跨两位数的井喷式上涨,但依然能够维持较稳定的小幅增速,与此同时,正因为产业端在调整过程中所暴露出的问题更加细化、清晰和突出,这也恰好为后续行业出台更加深度符合市场现状的优化方案和解决办法提供了精准、有效的事实依据。

根据奥维云网对洗衣机行业从2007年到2018年的综合数据统计可以发现,在这期间,洗衣机行业大致被割裂为两个时期:高速增长井喷期和增速放缓稳定期。

行业风险可控步入稳健期

据权威机构奥维云网统计数据显示,从2007年-2011年,洗衣机市场同比增速分别为:21.4%、15.2%、25.1%、18.9%、7.2%。由于政策和普及化红利的刺激作用下,这五年可以说是行业的黄金发展期,在大行情的带动下,行业规模刷新了历史记录,品牌遍地开花,纷纷挤入赛道拼抢市场份额,但同时行业的急速扩容也为后续市场带来不稳定因素和担忧,品牌良莠不齐成为市场主要矛盾。

从2012年开始行业在产业周期波动的影响下,开始出现滑坡现象,到2019年市场同比增速分别为:-2.1%、0.3%、5.8%、1.5%、2.6%、6.2%、3.7%、2.5%。

线上销售量、额大幅上升,线下持续萎缩,2019年洗衣机全渠道零售总量3831万台,同比增长3.9%;总销售额764亿元,同比增长2.5%。另外,线上销量2071万台,同比增长19.4%,线下销量1760万台,同比下降9.8%;销售额线上296亿,同比增长15%,线下468亿,同比下降4.1%。

在相对复杂的2019年,洗衣机行业在渠道方面的转换,尤其明显,线上优势继续领跑。

2019年是继2012年进入产业波动期波动幅度最为剧烈的一年,即便如此洗衣机行业依然保持了同比2018年2.5%的增长,远超行业预期。应该说从这样的成绩也凸显了较强的行业承压能力和不俗的产业底蕴。

洗衣机度过五年黄金发展期  2020年行业如何发展?

产品结构集中升级 同质化现象暴露 个性化突围应受重视

随着产业结构调整的力度不断加大,企业在对产品结构的改进上,取得了明显的成果,但与此同时,产品结构趋同的现象也随之而来,导致独具一格的特色产品少之又少,无形中又给市场增添了一定的疲软因素,所以打破趋同化化的结构设计和独具特色的科技附加值,继而将这种印象不断在品牌商夯实,或许是企业突破同质化包围和展露个性的不错选项。

近几年,洗衣机市场上,单双缸结构的传统机型已逐步退出市场,这既反映了企业的技术创新维度在不断增厚,同时也符合市场需求和消费者意志。

据奥维云网数据显示,线上、线下全销售渠道领域内,单双缸洗衣机的市场份额正在逐年递减,线上削减力度更大已从2015年的1.8%降至2019年的0.9%,削减比例为50%。

而线下份额,则从2015年的4.8%降至3.2%。

由于新科技产品可以轻易调动年轻人的购买热情,那么从这两组数据中可以推导出,线上消费的主力人群为年轻消费者,企业研发创新当以年轻消费者意志为转移。

当产品结构出现趋同现象时,又相继引发了结构性红利消退的连锁反应,由此产业再次被提升了一个格局。健康化、专业化和场景化,成为企业研发的主力方向,那么这三个维度的竞争壁垒目前看是颇具门槛的。所以,未来行业内的品牌差距或将由此拉开。

(图片来源;奥维云网)

本文原创于蓝科技,本站原创文章所有权归蓝科技所有,转载务必注明作者和出处,侵权必究。

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洗衣机度过五年黄金发展期  2020年行业如何发展?

2019年洗衣机行业与其他家电产品整体际遇大体相同,出现了市场增长同产业转型升级胶着对抗的态势。但略有不同的是,洗衣机市场虽然在市场增速上告别了曾经跨两位数的井喷式上涨,但依然能够维持较稳定的小幅增速,与此同时,正因为产业端在调整过程中所暴露出的问题更加细化、清晰和突出,这也恰好为后续行业出台更加深度符合市场现状的优化方案和解决办法提供了精准、有效的事实依据。

根据奥维云网对洗衣机行业从2007年到2018年的综合数据统计可以发现,在这期间,洗衣机行业大致被割裂为两个时期:高速增长井喷期和增速放缓稳定期。

行业风险可控步入稳健期

据权威机构奥维云网统计数据显示,从2007年-2011年,洗衣机市场同比增速分别为:21.4%、15.2%、25.1%、18.9%、7.2%。由于政策和普及化红利的刺激作用下,这五年可以说是行业的黄金发展期,在大行情的带动下,行业规模刷新了历史记录,品牌遍地开花,纷纷挤入赛道拼抢市场份额,但同时行业的急速扩容也为后续市场带来不稳定因素和担忧,品牌良莠不齐成为市场主要矛盾。

从2012年开始行业在产业周期波动的影响下,开始出现滑坡现象,到2019年市场同比增速分别为:-2.1%、0.3%、5.8%、1.5%、2.6%、6.2%、3.7%、2.5%。

线上销售量、额大幅上升,线下持续萎缩,2019年洗衣机全渠道零售总量3831万台,同比增长3.9%;总销售额764亿元,同比增长2.5%。另外,线上销量2071万台,同比增长19.4%,线下销量1760万台,同比下降9.8%;销售额线上296亿,同比增长15%,线下468亿,同比下降4.1%。

在相对复杂的2019年,洗衣机行业在渠道方面的转换,尤其明显,线上优势继续领跑。

2019年是继2012年进入产业波动期波动幅度最为剧烈的一年,即便如此洗衣机行业依然保持了同比2018年2.5%的增长,远超行业预期。应该说从这样的成绩也凸显了较强的行业承压能力和不俗的产业底蕴。

洗衣机度过五年黄金发展期  2020年行业如何发展?

产品结构集中升级 同质化现象暴露 个性化突围应受重视

随着产业结构调整的力度不断加大,企业在对产品结构的改进上,取得了明显的成果,但与此同时,产品结构趋同的现象也随之而来,导致独具一格的特色产品少之又少,无形中又给市场增添了一定的疲软因素,所以打破趋同化化的结构设计和独具特色的科技附加值,继而将这种印象不断在品牌商夯实,或许是企业突破同质化包围和展露个性的不错选项。

近几年,洗衣机市场上,单双缸结构的传统机型已逐步退出市场,这既反映了企业的技术创新维度在不断增厚,同时也符合市场需求和消费者意志。

据奥维云网数据显示,线上、线下全销售渠道领域内,单双缸洗衣机的市场份额正在逐年递减,线上削减力度更大已从2015年的1.8%降至2019年的0.9%,削减比例为50%。

而线下份额,则从2015年的4.8%降至3.2%。

由于新科技产品可以轻易调动年轻人的购买热情,那么从这两组数据中可以推导出,线上消费的主力人群为年轻消费者,企业研发创新当以年轻消费者意志为转移。

当产品结构出现趋同现象时,又相继引发了结构性红利消退的连锁反应,由此产业再次被提升了一个格局。健康化、专业化和场景化,成为企业研发的主力方向,那么这三个维度的竞争壁垒目前看是颇具门槛的。所以,未来行业内的品牌差距或将由此拉开。

(图片来源;奥维云网)

本文原创于蓝科技,本站原创文章所有权归蓝科技所有,转载务必注明作者和出处,侵权必究。

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