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With the advantage of making up for the vacancy of mopping, washing machine has become a dark horse in the market of cleaning electrical appliances. The rapid growth of the washing machine market has also attracted many home appliance enterprises into the bureau. Aowei cloud network analysis said that the washing machine industry will become the fastest growing category of clean electrical appliances, the market size is expected to reach 10.1 billion yuan by 2023. It is reported that as early as 2016, Hoover FH40160PC luxury electric floor cleaner was introduced into China, which can be regarded as the earliest product of floor washing machine in China. But in the years that followed, the development of land washing machines was tepid. Until 2020, intelligent household appliances began to usher in the popularity, and the ground washing machine jumped to become a dark horse in the cleaning electrical appliance market. According to online monitoring data from AVC, the category of floor washing machine will account for 6.2 percent of the total cleaning appliances in 2020.
In terms of market size, according to the data of Aowei Cloud network, the market size of floor washing machine was less than 100 million in 2019, but increased to 1.29 billion in 2020. In the first quarter of 2021, the proportion of ground washing machine in the whole clean electrical appliance market reached 12.6%, with a year-on-year growth of more than 10 times; In the second quarter, the sales of washing machines increased by more than 10 times compared with the same period last year. It is expected that the annual market size of floor washing machine will exceed 5.3 billion in 2021. The floor washing machine just combines the broom with the mop. Why can it produce such a great magic? Aowei cloud network analysis said that the explosion of washing machines is not accidental, is to enjoy the "right time, place and people" the result. First of all, under the epidemic, consumers spend significantly more time at home, which leads to the growth of the demand for floor cleaning and becomes the catalyst for the rapid growth of the floor washing machine. Secondly, the domestic housing is mainly made of hard ground material, which determines the coexistence of sweeping and mopping needs, and the mopping needs are more intense. The washing machine really solves the consumers' mopping needs and the pain points of washing and mopping. The consumption level of China's middle class is constantly improving. This part of the population is no longer satisfied with the basic material life, but the pursuit of a higher quality of life.
Centennial International brand also entered the bureau
The rapid growth of the washing machine market has attracted the attention of many household appliance enterprises. In this subdivision, not only the domestic brands such as Tianke, Stone Technology and Bisheng take the lead, but also the international giants such as Thomson. Thomson was founded in 1893 in Paris, France, by Elihu Thomson, a major founder of the American electric light and power system, according to Li Tao, managing director of Thomson's China Brand Management Center. In the field of clean appliances, the company has a deep accumulation of technology. Jin Wenming, general manager of floor cleaning Division of French Thomson China Brand Management Center, believes that "self-cleaning" has become one of the health needs of families. Since 2020, Tianke, Bisheng and other brands have launched floor washing machines and sweepers with self-cleaning systems. It is a predictable development trend of the industry to gradually phase out single-function cleaning products with more complex technology and more diversified functions. For Thomson, which has strong research and development capability and can timely follow the changes in user needs, it will undoubtedly be the beneficiary of rapid market growth.
According to reports, Thomson Ares series of washing machines will be available on JD.com and Tmall on January 15, with the retail price of different styles ranging from 3000 to 4000 yuan. This series of washing machine has a low noise 72dB, electrolytic water sterilization rate up to 99%, 830ml large capacity water tank, rolling brush continuous self-cleaning without hand washing and many other features. In terms of marketing, Thomson will cooperate with Tencent Animation superhuman IP "Temptation of the Cat Demon" to expand brand influence and attract more young people's attention. Analysts of Aowei Cloud network said that, from the perspective of brand pattern, the market of floor washing machine shows a state of continuous influx of new brands, and the number of brands is increasing. By the end of 2021, the industry is expected to reach 35 brands, and it is expected to break through hundreds in 2022. Analysts said that in the face of the huge potential space in the domestic clean electrical appliances market, brand competitiveness and market share is expected to be further improved, and the new brand will seize the structural opportunity, with performance and price advantages, also can obtain considerable earnings, jointly help to upgrade the consumer market.
Easy to use or an IQ tax?
The reporter learned in the interview, for this rapid rise of new products, consumers have different views, some said that the washing machine is easy to use, suction drag washing is very convenient, self-cleaning function is very easy to use, there are also some users ridicule the washing machine is "IQ tax", suction is very weak. Ms. Lin, from Guangzhou, bought a smart land washer on Nov. 11 last year and has been using it for several months. "Cat hair, sauce all over the floor, just one push and the floor is clean." "I am so busy at work that I don't have much time to clean. I have bought steam mops, vacuum cleaners, sweeping robots and other products before. I always feel that these products are not satisfactory in terms of function. I bought this machine mainly because I see it as a whole. But some consumers see the machine as an "IQ tax." "I spent more than 4,000 yuan to follow the trend to buy the washing machine is' IQ tax ', the use experience is very disappointing." On the XiaoHongshu grass planting platform, a netizen shared that stubborn stains can be cleaned by themselves with ordinary mops, but not by washing machines. Besides, the foreign hair can not be sucked in, so the cleaning power can not meet their requirements. Now it has been left idle at home. Another said: "The machine tends to leave water stains and the short battery life of the machine is also troublesome." According to the white paper "Household cleaning Demand and Special cleaning robot technology Trend", 91 percent of respondents think it is necessary to wipe the floor after sweeping, and 70 percent of consumers have a strong demand for both "cleaning" and "cleaning" functions before they buy sweeping robot products.
The market outlook is promising
It is understood that at present, in the case of industry standards and norms have not been perfected, the quality and after-sales problems of some products in the washing machine market still exist. The industry needs to further explore and learn to provide better and more convenient products and services to consumers. On this basis, Thomson's requirements for floor washer products are also different from those of other brands, Jin said. Based on the century-old brand concept of "Love Science and Technology", Thomson has focused on creating the second generation of compact and lightweight floor washing machine products from the beginning of research and development, which has solved the current pain points such as residual water stains, heavy machine, short battery life and loud noise. Take battery life as an example. Most of the floor washing machines on the market take about 30 minutes, while Thomson can reach 75 minutes, which can meet consumers' demand for large-area residential and whole-house cleaning. For the future market trend of the floor washing machine, Jin Wenming believes that, as imported cleaning electrical appliances, they have not been a good solution to the problem of Chinese people's floor cleaning, and this demand has been pent-up for a long time. With the appearance of the floor washing machine which integrates sweeping, mopping and washing, especially the functional perfection of the second generation of floor washing machine, it has solved the problem of household hygiene and cleaning, saved time and effort and liberated hands, and the floor washing machine will replace the existing household cleaning equipment in a large proportion in the future.
According to a research report released by GF Securities, the floor washing machine can be seen as a combination of a vacuum cleaner and a mop. Only one washing machine can complete the two things at the same time, the ground cleaning and mopping, but also has a strong function of vacuuming and removing bacteria, whether it is for dry garbage or wet garbage has obvious removal effect. Compared with cordless vacuum cleaners, sweeping robots and other cleaning products, floor washing machine products can better meet the daily household cleaning needs. Haitong Securities believes that if the future floor washing machine can solve the pain point of families spending a long time mopping the floor, its penetration rate will not be ruled out to more than 80%. Considering the coincidence of the functions of a self-cleaning robot and a floor washer, a conservative assumption is that the permeability reaches 50%. Based on the current number of 500 million households in China, assuming a five-year replacement cycle, the annual sales can reach 50 million units. In the long run, the securities agency judged that the market size of the washing machine could reach more than 100 billion. According to the white paper of Aowei cloud network, it is predicted that the washing machine will become the fastest developing category of the whole clean electrical appliances category, and it is expected that by 2023, its market scale will reach 10.1 billion yuan.
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In 2019, the market size of the washing machine was less than 100 million, and in 2020, it increased to 1.29 billion. In the first quarter of 2021, the proportion of ground washing machine in the whole clean electrical appliance market reached 12.6%, with a year-on-year growth of more than 10 times; In the second quarter, the sales of washing machines increased by more than 10 times compared with the same period last year. It is expected that the annual market size of floor washing machine will exceed 5.3 billion in 2021.
(Credit: Information Times)
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