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According to the observation report on the import and export data of Huacheng, in 2022, the household appliance industry will suffer from the impact of unexpected factors, and the industry enterprises will struggle to move forward. From January to September 2022, the main business income of the household appliance industry will be 1.3 trillion yuan, up 4% year on year; The profit was 97.3 billion yuan, up 21.7% year on year.

"Although the household appliance market is under great pressure, the industry has not changed its long-term fundamentals, and people's demand for high-quality consumption still exists." Jiang Feng, executive director of the China Household Appliances Association, said that the household appliance industry should seize the opportunity to expand domestic demand, deepen supply side structural reform, and take new steps in high-quality development.

Pressure bearing operation is quite flexible

According to the observation report on the import and export data of Huacheng, since 2022, due to the downturn in real estate performance, the impact of epidemic situation and other factors, the household appliance market has been weak, the domestic demand has not been released enough, and the overall scale has declined.

According to the overall data of Ovi Cloud, from January to September 2022, the retail sales of household appliances in China will be 513 billion yuan, down 6.1% year on year. According to the latest report on the 2022 China's High end Household Appliance Market released by the Red Top Awards Organizing Committee, the overall sales of China's household appliances market in 2022 are expected to decline 5.3% year on year, small household appliances are expected to decline 1.9% year on year, and consumer electronics products are expected to decline 12.4% year on year.

However, China's home appliance market has strong resilience, and certain growth opportunities are emerging. During the "Double 11" period in 2022, household appliances will still be the hot category for sales on various platforms. Jingdong sold more than 15 million household appliances in 28 hours. According to data released by Suning, during the "Double 11" period, the sales of green energy-saving home appliances in offline stores increased by 126% month on month, the sales of high-end home appliances above 10000 yuan increased by 137% month on month, and the sales of smart home appliances increased by 143% month on month.

He Jinming, vice president of Ovi Cloud, analyzed that during the "Double 11" period, the quality consumption and sinking consumption in the home appliance market were parallel, and consumption levels were obvious. Quality consumption ushers in explosive growth, and the potential of sinking channels is huge.

The 2022 China High end Household Appliance Market Report also points out that high-end quality consumption is becoming an important source of growth in the household appliance market and contributing to corporate profits. In the large household appliance market, "thin and light embedding" has become a trend, including refrigerators, washing machines and other products. In the small appliance market, the demand for segmentation, high-end and personalization is also accelerating. Take the automatic coffee machine as an example. In 2022, its market sales will be about 676 million yuan, up 14.6% year on year. Huacheng Import and Export Data Observation Report.

Cai Ling, director of the China Household Appliance Business Department of GfK, analyzed that the renewal speed of household appliances in the Chinese market is at the forefront of the world, and the trend of large capacity upgrading of products is obvious.

Improve quality and efficiency, accelerate upgrading

The improvement of household appliance industry profit in the first three quarters of 2022 reflects the effectiveness of household appliance enterprises in promoting quality and efficiency upgrading.

The high-end market has become a competitive place in the home appliance industry. Haier Zhijia laid out its high-end brand Casati 16 years ago. Today, on the basis of leading the high-end market, Casati's share of products in the high price segment in the first three quarters has further increased, and its share of the retail sales of refrigerators above 10000 yuan, drum washing machines above 10000 yuan, and air conditioners above 15000 yuan has reached 38.6%, 79.4%, and 31.2% respectively.

From the first three quarters of 2022, Changhong's technical strength, brand operation ability and competitiveness of key products are further highlighted. Taking TV as an example, Changhong relies on the intelligent TV production line of "5G+industrial Internet" to further promote large-scale high-end customized production, and continues to make efforts in large screen operation and value exploration.

"At present, the domestic home appliance business is dominated by the stock market, and enterprises need to adhere to the product doctrine to accelerate the upgrading and upgrading, and innovate scenarios to meet new needs." Rao Binbin, spokesman of Changhong Holding Group, said that on the one hand, Changhong accelerated the upgrading of product structure and quality improvement, and met users' needs for product upgrading and upgrading with large-scale scene oriented "explosive products", high-end "boutique products" and technical "new products"; On the other hand, combine the user's life habits and pain points to enrich the scene application of color TV category.

Self owned brands of small household appliances enjoy a good momentum of development. In the first three quarters of 2022, the domestic sales revenue of Xinbao Electric Appliance Co., Ltd. was 2.742 billion yuan, with a year-on-year growth of 26.44%. The insiders believe that this is based on the hard core strength. Through the establishment and improvement of the scientific and technological innovation mechanism, the market demand oriented research and development investment is constantly increased. From 2019 to 2021, Xinbao's R&D investment has increased by more than 10% year-on-year for three consecutive years.

Seek breakthrough with confidence

Looking forward to the new year, despite the difficulties and challenges, people in the home appliance industry are full of confidence in the development of the industry.

According to Lv Shenghua, the head of the organizing committee of the Red Summit Awards, from the demand side, the domestic market size of household appliances in China is about 800 billion yuan. Although the industry is growing steadily, new opportunities and new tracks are still emerging; From the supply side, household appliance enterprises have accumulated rich ideas and methods in practice.

It is widely believed in the industry that with the recovery and development of the national economy, the situation of the home appliance market will also improve. At the same time, the effect of measures to promote household appliances consumption will be further demonstrated, Huacheng Import and Export Data Observation Report.

In July 2022, 13 departments issued the Notice on Several Measures to Promote the Consumption of Green Smart Home Appliances to support the healthy development of the home appliance market from the aspects of trade in of old appliances, home appliances going to the countryside, strengthening the recycling of waste home appliances, and implementing fiscal, tax and financial policies.

"The window period for large-scale upgrading of electricity in our country has opened." Jiang Feng introduced that after the last round of home appliance policies to the countryside, rural household appliances have basically reached the renewal period. Trade in the old for the new and home appliances to the countryside are the key areas to be explored in the home appliance industry in the future. Accelerating the elimination of extended service home appliances and vigorously promoting green smart home appliances are in line with the general trend of consumption upgrading and industrial development. It is not only conducive to further improving the quality of life of residents, but also can stimulate the economy and promote sustainable development.

In the near future, many places have actively introduced measures to promote household appliances consumption. On December 16, Jiangsu Province launched the "Suxin Consumption · Winter Shopping Festival" activity to promote consumption for two months. Huacheng's import and export data observation report.

"Suning E-shop launched the" Winter Shopping Festival "home appliance subsidy activity, and will launch services including subsidy intensity, scenario scheme, green consumption, double line experience and service commitment upgrading." Fan Chunyan, vice president of Suning E-shop Group, said that the company will take 1073 offline stores in Jiangsu Province as the location, and will issue the first round of 1 billion yuan home appliance consumption subsidy with more than 100 brand home appliance manufacturers, 29 banks and 53 APPs.