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China Household Electrical Appliances Research Institute January 11
Consumption upgrade has become the main theme of the home appliance market since 2018. After 80s and 90s, it has gradually become the main force of home appliance consumption. High-end, energy-saving, quality and specialization have become important factors for them to purchase home appliances. The concept of quality has been deeply rooted in the hearts of the people, and through continuous innovation, technology iteration, user experience upgrades, has also become the common direction of home appliance companies.
The color TV market in 2018 provides consumers with a clearer and more comfortable viewing experience, which is the core strength of color TV enterprises. From the perspective of terminal market performance, 4K TV is accelerating the popularity of “minority” to “mass”. “The sales of 4K TVs performed very well in 2018.” Wu Haitao, assistant to the president of China Household Electrical Appliances Research Institute, said in an interview with CCTV’s “Consumer Proposition” that CCTV launched 4K channel in 2018, which upgrades the entire color TV market. And the promotion of market demand played a key role.
Looking forward to 2019, Wu Haitao believes that the high-end development of the color TV market will further accelerate. 2019 is the 8K year, and coincides with 5G commercial, the combined effect of the two will become a powerful driving force for the development of high-end color TV. In view of the ever-increasing clarity of TV screens, large-screen viewing is also becoming a rigid demand. Therefore, "in 2019, 8K, the big screen will become the mainstream trend in the development of the color TV market."
Different from the “big up” in the color TV market, in the refrigerator market in 2018, innovation gradually returned to the original function of “food storage”. Taking health and preservation as the core of innovation has become the consensus of refrigerator manufacturers. Wu Haitao said in an interview with CCTV "Consumer Proposition" that the basic function of food storage is increasingly valued by consumers. Based on this, "sterilization" and "preservation" are two food-based health functions based on food preservation. More and more applications are becoming more and more recognized by consumers.
At the same time, with the increasing living standards of people, the foods that need to be stored are becoming more and more abundant. Therefore, the demand for the application of refrigerators by consumers is not only “high quality” but also “massive”. Wu Haitao said that in the refrigerator market in 2018, the mainstream refrigerator products on the market have been upgraded from the original two doors and three doors to the current door-to-door and multi-door. Consumers are increasingly favoring door-opening and multi-door products. Data from the National Household Appliance Industry Information Center also showed that the sales of multi-door refrigerators in 2018 increased by more than 10%.
Not only the innovation of refrigerators, air conditioners, and washing machines are returning to the essential appeal, and health has become the core force. Most of the best-selling air conditioners in 2018 are focused on health concepts, and self-cleaning and air purification functions have become popular to meet the increasing health air demand of consumers. In the washing machine market, new ideas and new concepts emerge in an endless stream, such as large rollers, simultaneous sorting, ultraviolet sterilization, micro-steam air washing, etc., aiming to bring consumers a healthier and more personalized washing experience.
Looking back at the home appliance market in 2018, high-end, large-size, healthy, and intelligent have become mainstream trends. In the actual purchase, consumers no longer pay attention to low prices, but more emphasis on healthy and comfortable application experience, the upgrade trend is irreversible. Guided by consumer demand and driven by quality innovation, it announces the end of the barbaric expansion era in which the electricity market is low-cost and large-scale. Facing the future, the enterprises must pay more attention to innovation, focus on quality and efficiency, and be able to stand in an invincible position in the fierce market competition.
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