The Information Resource Development Department of the State Information Center jointly with China National Grid announced the “White Paper for the 2012 China Washing Machine Market†(hereinafter referred to as “White Paperâ€).
"White Paper" shows that since entering 2012, weak demand for home appliances market, the industry's callback is obvious, the washing machine market has also seen a substantial decline in this adjustment. In order to adjust the product structure and boost market confidence, the State launched a new round of energy-saving subsidies at the end of May this year, which will bring certain benefits to the enterprises in the washing machine industry that have R&D advantages and technological reserves.
From the current analysis of the development trend of the overall domestic economic situation, the possibility of greatly increasing the sales scale through national policies will become very small in the future. Manufacturers must have a clear understanding of this and rely on their own competitiveness. It is a long-term development plan. Washing machine manufacturers should take this opportunity to gradually reduce the degree of policy dependence and take a healthy path of sustainable development based on technological innovation and brand building.
At present, the washing machine industry is in a period of adjustment and will gradually bid farewell to the competition means of relying on scale and price competition, and turn to the technological connotation and technological innovation of competing products, so that the product structure will be further adjusted, because the market demand created by technological innovation is also Will bring consumption increase.
With the new subsidy policy tilting toward energy-efficient home appliances, companies have gradually realized that only when their core competitiveness is built on energy-saving and environmental-friendly new technologies and new product development and investment, can they enjoy energy-saving subsidies to the maximum extent. The benefits come and realize the sustainable development of the company.
Specific to the washing machine products, the key R&D directions mainly include six aspects of energy saving, water saving, green environmental protection, intelligence, healthy washing, and new laundry fields. Among them, healthy washing will become a new hot spot for the industry in 2012. With the implementation of GB 21551.5-2010 “Special Requirements for Antimicrobial, Degermination, and Decontamination of Washing Machines for Household Appliances and Similar Electrical Appliances†on September 15, 2011, the national mandatory standards will be officially implemented. , Healthy washing has become a focus area for washing machine manufacturers.
Lu Jianguo, head of the detection department of the China Household Electrical Appliances Research Institute, believes that washing machine companies should establish global R&D advantages and have the ability to integrate key component resources before they can win market opportunities in future industry adjustments.
In addition to the need to ensure core competencies through technical input, in the long run, building brand competitiveness is also a task that companies need to do. Judging from the characteristics of brand competition in 2012, the first group army brand is relatively fixed, and the top three in the washing machine industry has not changed the structure of two domestic brands and one foreign brand, which shows that the brand has a large impact on the market.
At this stage, the market share of the top three brands and the top ten brands of washing machines ranked significantly higher. "White Paper" data show that compared with the proportion of brand concentration in the same period of 2011, the top three brand share in January-July 2012 reached 63.68%, an increase of more than 8 percentage points, which also shows that the top three washing machines in the urban market With more and more stable brand status and stability of brands, no one would like to easily surrender their share of the market. It is expected that the brand's top three market structure will continue for quite some time.
With the deepening of energy-saving policies, leading companies with research and development advantages can gain an advantage in the competition. On the other hand, as the country's standard requirements for main and special parts for washing machines increase, some SMEs will face technical and cost problems. As a result, the gap between brands in the washing machine industry will increase and the polarization will gradually form. This will have a profound impact on the brand pattern of the washing machine industry.
"White Paper" shows that since entering 2012, weak demand for home appliances market, the industry's callback is obvious, the washing machine market has also seen a substantial decline in this adjustment. In order to adjust the product structure and boost market confidence, the State launched a new round of energy-saving subsidies at the end of May this year, which will bring certain benefits to the enterprises in the washing machine industry that have R&D advantages and technological reserves.
From the current analysis of the development trend of the overall domestic economic situation, the possibility of greatly increasing the sales scale through national policies will become very small in the future. Manufacturers must have a clear understanding of this and rely on their own competitiveness. It is a long-term development plan. Washing machine manufacturers should take this opportunity to gradually reduce the degree of policy dependence and take a healthy path of sustainable development based on technological innovation and brand building.
At present, the washing machine industry is in a period of adjustment and will gradually bid farewell to the competition means of relying on scale and price competition, and turn to the technological connotation and technological innovation of competing products, so that the product structure will be further adjusted, because the market demand created by technological innovation is also Will bring consumption increase.
With the new subsidy policy tilting toward energy-efficient home appliances, companies have gradually realized that only when their core competitiveness is built on energy-saving and environmental-friendly new technologies and new product development and investment, can they enjoy energy-saving subsidies to the maximum extent. The benefits come and realize the sustainable development of the company.
Specific to the washing machine products, the key R&D directions mainly include six aspects of energy saving, water saving, green environmental protection, intelligence, healthy washing, and new laundry fields. Among them, healthy washing will become a new hot spot for the industry in 2012. With the implementation of GB 21551.5-2010 “Special Requirements for Antimicrobial, Degermination, and Decontamination of Washing Machines for Household Appliances and Similar Electrical Appliances†on September 15, 2011, the national mandatory standards will be officially implemented. , Healthy washing has become a focus area for washing machine manufacturers.
Lu Jianguo, head of the detection department of the China Household Electrical Appliances Research Institute, believes that washing machine companies should establish global R&D advantages and have the ability to integrate key component resources before they can win market opportunities in future industry adjustments.
In addition to the need to ensure core competencies through technical input, in the long run, building brand competitiveness is also a task that companies need to do. Judging from the characteristics of brand competition in 2012, the first group army brand is relatively fixed, and the top three in the washing machine industry has not changed the structure of two domestic brands and one foreign brand, which shows that the brand has a large impact on the market.
At this stage, the market share of the top three brands and the top ten brands of washing machines ranked significantly higher. "White Paper" data show that compared with the proportion of brand concentration in the same period of 2011, the top three brand share in January-July 2012 reached 63.68%, an increase of more than 8 percentage points, which also shows that the top three washing machines in the urban market With more and more stable brand status and stability of brands, no one would like to easily surrender their share of the market. It is expected that the brand's top three market structure will continue for quite some time.
With the deepening of energy-saving policies, leading companies with research and development advantages can gain an advantage in the competition. On the other hand, as the country's standard requirements for main and special parts for washing machines increase, some SMEs will face technical and cost problems. As a result, the gap between brands in the washing machine industry will increase and the polarization will gradually form. This will have a profound impact on the brand pattern of the washing machine industry.
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