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On October 16, a number of third-party statistics on environmental health appliances were released. The data showed that although the home appliance market had experienced the "National Day" Golden Week, the sales volume and sales volume were still not optimistic, with a sharp decline compared with last year. However, different categories faced different situations. For example, products such as floor sweeping robots and floor washers were still popular, while air purifiers continued to be depressed. Huacheng's import and export data observation reported.

Joy and worry of new categories

Nowadays, emerging products in the electrical field are constantly emerging, especially environmental health appliances. Generally speaking, this category includes water purifiers, purifiers, sweeping robots, floor washers, wireless vacuum cleaners, electric heaters, ironing machines, humidifiers, etc. In the context of the decline in the size of home appliance shipments, the market once hoped that environmental health appliances could become the "engine" of shipments.

However, it seems that this engine is not very strong now. The latest data from Ovi Cloud shows that during the "National Day" Golden Week, the online and offline gap of environmental health appliances has further widened, including the online market size of 1.25 billion yuan, up 8% year on year, and the offline market size of 160 million yuan, down 34% year on year. From the performance of each subdivided category, the floor washing machine has become the only product with high volume and volume growth of three digits, and is also the main driving force for the overall growth of this category of electrical appliances. The hot air purifier in the past few years can not be sold now, Huacheng Import and Export Data Observation Report.

As the "National Day" holiday is covered, the small peak of home appliance shipment will generally come from the end of September to the beginning of October. Huacheng Import and Export Data Observation reported that during this period of this year, the omni channel sales of floor washing machines were 260 million yuan, up 149% year on year, and 90000 units, up about 160% year on year, which is a unique branch. After years of popularization, the growth of sweeping robots slowed down. During this period, the sales volume reached 330 million yuan, up 5.1% year on year, and the sales volume of 99000 units, down 9.8% year on year. In addition, the volume of water purifiers and humidifiers declined.

However, the biggest decline rate and the most lasting one is the air purifier. The sales scale of the industry has shrunk all the way from 16.2 billion yuan in 2017 to less than 6.6 billion yuan in 2021, and this year has continued to decline significantly. As of August, the retail sales of the purifier was 2.7 billion yuan, down 23% year on year, and the retail sales of 1.63 million units, down 28% year on year.

Match demand for growth

It is not difficult to observe today's home appliance market to find that the dividends of "lazy economy" and "home economy" still exist, but the products focusing on health concepts, especially air purification products, seem to be quite cold.

In this regard, industry observer Xu Yiqiang pointed out that an emerging concept will generally drive the sales growth of a batch of products. However, whether it can form a sustainable and stable support for shipment or not depends on the matching degree with market demand. In recent years, the continuous improvement of air environment quality in large cities has become an important reason for the weakening demand for purifier products.

According to the observation report of Huacheng import and export data, even when the sales of air purifiers were good in 2017 and 2018, some consumers pointed out that the use experience was not obvious, the cost performance was not high, and the indoor space was occupied. This was determined by the product characteristics. The air purifier was suitable for solving the problems of dust, PM2.5, formaldehyde and other decoration pollution. In addition to helping owners with sensitive physiques and families who had experienced new decoration, The effect on general consumers is not obvious.

Then, from the market data, to what extent can the concept of "lazy economy" help the home appliance market? Liang Zhenpeng, a senior industrial economy observer, said that the so-called lazy economy is not an emerging concept. Essentially, it can not be separated from the overall logic of the development of household appliances, which is to accurately hit the pain points of users. The floor washing machine and the floor sweeping robot help users free their hands and save time. This significantly improved consumer experience is relatively easy to attract consumers.

At the same time, experts also pointed out that nowadays, the performance of household appliances iterates rapidly, and it is difficult to rest easy in any category. This can be seen from the fact that the shipment of floor sweeping robots slowed down during the "National Day" this year. The more such a time is, the more enterprises need to find their market positioning. Environmental health appliances are in the ascendant. It is far from the time when the price is "internal volume". Improving product performance and product structure is the best way for the market to pay the bill, Huacheng Import and Export Data Observation Report.